Hi, When the client is more interested in knowing about brand awareness than the conversions, is there any proved methodoly or calculation to track the brand visibility or awareness , apart from high no of clicks.
shorebreak
4:51 pm on Apr 27, 2007 (gmt 0)
We have customers spending US$500K+/mo where the sole focus is branding and engagement with target demographics. The way you do this is a) identify who your target audience is b) brainstorm as to what things that target demographic is likely to search for. NOTE: this doesn't have to be a search that's in any way related to your product/service; just think about things your demographic searches for in general. c) create a branding campaign that aligns with your target demo and things they search for such that you can buy many demographic-specific keywords and create a suitable, engaging experience for them d) establish a set of fun, engaging brand experiences on your site to which you're comfortable attributing a certain value to based on knowledge that those interactions will increase brand awareness
and presto, you have a metrics-driven, brand awareness building & scalable PPC campaign for your client.
-Shorebreak
Read about how Honda's U.S. agency RPA did a very similar thing: [directmag.com...]
