Today’s Tuesday Ad Text Tip is: always research and test the inclusion of your brand name in your ad copy.
Although including brand names in your ads could be an affordable way to boost site traffic and credibility, this is not always the case. Here are 3 questions to help guide your decision of whether to brand your ad copy or not:
1. How many people are specifically searching for my brand? A great place to start is to first get an idea of how many people are specifically including your brand name when searching for your product or service. You can use Google AdWords Keyword Planner’s Traffic Forecast feature to develop an understanding of the volume of search traffic for your brand name (and for competitor’s) to decide if bidding on your brand name is necessary or not. Traffic forecasts include predicted clicks and estimated conversions that are helpful to generating a broad understanding of how often searchers are including your brand name in their search and how often these searchers convert. This information is crucial to understanding whether branding your ad copy is important or not.
2. Is my entire target audience familiar with my brand name(s)? Depending on what kind of product or service you are offering and your particular target audience, including brand names could be either helpful or harmful. On one hand, if your target audience is familiar with your brand, including brand names can be a great way to boost traffic, increase customer confidence and generate positive attitudes that consumers have towards your business. On the other hand, if your entire target audience is not familiar with the brand(s) in your ad copy, this method may be less effective. For example, if you sell French perfumes and you decide to use the majority of your ad copy to list off brand names of specific perfumes, searchers looking for a gift for someone special may not be familiar with these brands. In this case, it may be more effective to use your ad copy space to include language that paints of picture of the variety of beautiful fragrances consumers will find at your store, rather than specific brand names they may not recognize.
3. Is my brand inclusive or exclusive? A final important question to ask yourself before deciding to include brand names in your ads is if your product or service is considered inclusive or exclusive in the eyes of consumers. For example, if you sell exclusive hand crafted and high quality model airplanes, you may want to distinguish your brand from those sold at department stores. Alternatively, if you chose not to include the brand names of the products you carry, consumers may think that you don’t carry them at all. Using a bit of searcher psychology to put yourself in the shoes of potential consumers will help you decide if your brand is inclusive or exclusive and if listing your brand name is important to helping customer’s find your unique product or service.
Here’s a recap of today’s Tuesday Ad Text Tip:
- When deciding on whether or not to brand your ad copy, always ask yourself:
- How many people are specifically searching for my brand?
- Is my entire target audience familiar with my brand?
- Is my brand inclusive or exclusive?
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