“A good brand is the only thing that makes it possible to ensure revenues above average for a long time,” said Philip Kotler once. And he was right. Proof of his words are examples of the long-term success of many world brands from various fields: Microsoft, Rolex, Coca-Cola, Facebook, Yves Saint Laurent, etc.
But what helps to create a brand and what makes it really good for consumer masses, recognizable, memorable, attractive? This branding (or branding) is a marketing activity whose goal is to improve brand awareness and increase loyalty to it. There are many ways of branding, but today we will talk about one of the least known tools, in our opinion, about branding through the use of contextual advertising.
A few words in favor of branding through context
What are the advantages of branding through contextual advertising? To begin with, this strategy allows you to reach a huge audience of users. Media, including TV and radio, not to mention outdoor advertising, will be much more expensive in terms of the cost of contact with the consumer with the same coverage. Only at the end of 2012, according to the Russian Ministry of Mass Communications and Communications, there were about 70 million Internet users in RuNet. We are already the leading country in Europe in terms of the number of Internet users.
In addition to wide coverage, the cost of branding advertising campaign will be significantly lower than the cost of advertising on TV and radio. Therefore, branding allows the consumer mass to be interested in the brand or products of a company, even with a minimum budget.
Careful analysis of the target audience, monitoring of competitors, properly composed text of image ads allow users to create a positive brand image, make this company recognizable, its products or services offered by it with minimal risks.
Who needs it?
According to the majority of brand managers, marketers, PPC-strategists and contextual traffic specialists, an advertising campaign aimed at image promotion is primarily necessary for large companies that aim to increase brand awareness or launch a new product line to the market. goods or specific services.
In contrast to the standard advertising campaign in a context, the purpose of which, as a rule, is selling, branding is aimed at ensuring that the offer implemented by the company is recognizable and is remembered by the target audience. The main purpose of branding through the context is to increase brand awareness, to form among the potential consumers / buyers purely positive associations with the brand, as well as the services and products it offers and, of course, to make the target audience more loyal.
There is a difference
It would seem that there are no significant differences between the selling contextual advertising and image promotion, because in the first and second cases context ads are placed on search engine pages and third-party Internet sites. But this is a wrong judgment. There is a clear difference, which shows completely different approaches and goals of these advertising campaigns.
Contextual advertising is the most unobtrusive branding
Yes, this is one of the advantages of this advertising strategy. Recall that users, entering queries into search engines, are always looking for exactly what they really need. Therefore, a competently composed and well-analyzed image ad, aimed at the desired mass of consumers, already by default ready to receive information about your brand, will surely find its addressee.
In the table below you can just find the evidence above. We will consider the key aspects that distinguish branding from traditional advertising campaigns in contextual systems:
Branding in context
The text of advertisements in the framework of a standard advertising campaign contains a problem, its solution or a specific commercial offer, as well as a call to action.
The text of image ads is informational, rather than selling. It contains references to the company, its internal events, partnerships, promotions, information about new services or products, etc.
“New line of Bosch refrigerators.
The landing page that users are moving from selling ads should include detailed information about the offer: prices, promotions, conditions, online services, explanations of the order procedure, and so on.
Branding landing page
reflects the style of the company, its functions, features. It has a bright, memorable design, aimed at the formation of purely positive associations with the company.
Pricing strategy in auctions
An advertising campaign that provides for auction bids, elimination of inefficient thematic sites, and an extensive list of stop words. Here, the result is important dominance in the price auction, the retention of advantageous positions in the placement, which is very often costly for the budget.
As part of branding, the maximum coverage of the target audience at the lowest price is carried out (since in this case there is no goal of the auction control). The cost per click is usually small. The main objective is wide coverage. Rates are minimal.
Two basic components of success
Is there a formula, a panacea or a constant strategy that guarantees the success of an advertising campaign as part of branding? Not. Each individual client, the subject of his business, the products and services he sells, as well as the target audience for which all the work is aimed, require individual elaboration and analysis.
But we can distinguish two necessary components, without which successful promotion of a brand in contextual systems is impossible:
1. Targeting, analysis and monitoring
In the context of branding, a thorough analysis of the target audience, to which the advertising campaign is directed, is carried out. Here, targeting acts as a tool.
Age and Age Tagging It makes it possible to determine the target audience as accurately as possible by sex and age and find out who exactly will be interested in the brand. For example, the announcement “New Mascara Bourjois Paris. Secrets of Excellence ”will be interesting for women from 16 to 40, while the announcement“ Know-how from Karcher. A new line of floor cleaning machines with integrated radio! ”Will attract the attention of men aged 20 to 45. This should always be taken into account.
Temporary targeting, in turn, allows you to determine when the target audience may certainly be interested in the proposal. This is a complicated calculation. After all, you want to understand at what time you should post an ad (morning, day or night). For example, students who surf the Internet more often at night do not need to offer information in the morning. It's pointless. You should consider the activity of the target groups by time of day
Geo targeting determines which cities, regions or countries a particular brand may be in demand. It is unlikely that residents of the northern parts of Russia will be interested in a company that delivers lumpy ice, and southerners will be interested in firms selling heaters or the warmest puffs in the world.
Detailed analysis and monitoring of the target audience makes it possible to find the right approach to branding.
2. Correct ad text
Branding in context needs to work out the texts of advertisements no less than contextual campaigns aimed at increasing sales. First of all, they must be literate. Any punctuation, semantic or grammatical error leads to the distrust of users to both the brand and its products.
Also, the mistrust and negative reaction results from the discrepancy between the content of the image ad and the content of the landing page. Following the link, people will feel deceived if, for example, the text referred to the release of a new premium-class car line, and this information is missing on the landing page or completely different information is presented.
In the text of ads for branding must be present some zest: something that distinguishes a particular brand / company / brand from its counterparts. This will be a good competitive advantage. This means that there will be more chances that the ad will be remembered and will form a positive image of the company among the target audience, as well as contribute to developing a loyal attitude towards the presenting brand and its products.
Good does not need advertising?
Doubt whether your company is ready for branding? Are you afraid of risks? Not sure how and where to start? Not sure if this is effective? Do you think branding is a waste of money? If you have such questions - this is normal. Try to conduct an advertising campaign aimed specifically at increasing brand awareness. Start with small budgets of 50-100 thousand rubles. Evaluate the results correctly. For branded advertising campaigns, the main result is an increase in the number of transitions from “organic” according to branded requests. And, by the way, good needs advertising, whether it be a product or a brand ... In excellent, high-quality advertising, because everyone should know about good things.