Why branding and PPC are a match made in marketing heaven
Branding and performance are usually at the top of any marketers wish list. However, these vital fundamentals are normally seen as polar opposites on the marketing scale, causing an uneven marketing strategy.
Whilst the PPC whizzes are focused on running their campaigns, the branding gurus are hard at work on a slightly higher-level strategy. This miss-matched approach means businesses are falling victim to a major marketing faux pas, by cheating themselves out of higher conversation rates.
To prevent muddying the water further, here are our top picks to get the know-how for a perfectly balanced brand and PPC strategy:
Engagement is everything – With the marketing landscape constantly shifting, it is now essential that businesses see the value of branding and performance. Each and every brand engagement, not just labelled as sales or marketing, affects the customer.
Align your PPC Message – PPC fails when businesses don’t know how to make themselves stand out from the crowd. Use your brand message and turn it into a PPC ad by asking yourself ‘why should anyone click on this ad?’ This will ensure your PPC says what makes you different from your competitors.
Conversations vs customer journey – Conversions are usually the first port of call when it comes to determine successful sales. However, most businesses fail when it comes to understanding what elements of their brand drive sales. Figure out what works for your brand and how this translates to your brand lifecycle, and then make it as seamless as possible.
Don’t forget brand voice – A brand’s voice is made-up of four key elements including, persona, tone, language and purpose, which in turn creates a unique identity for your brand. Having a clear and strong brand voice builds passion with consumers, which creates trust and brand loyalty – remember a brand which doesn’t have a voice isn’t anything to get excited about.
Taking on-board our top tips will help you on your way to understanding how branding and PPC can be a perfect match in marketing heaven, and in turn bolster your marketing strategy!
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