Brand Awareness builds familiarity and trust. According to the 2019 Edelman Trust Barometer Special Report, “In Brands We Trust?”, a majority of consumers reported that they would prefer to purchase from a familiar, trusted brand. 75 % of the respondents, said they’d value trust more than trendiness. So how do you build familiarity and then trust? Well, it’s about visibility. This is actually marketing 101; repetition, repetition, repetition. The more you are in front of your target audience, the more likely they are to remember you, and purchase from you.
Over 60% of users with an intent to purchase click on PPC ads. That is why pay-per-click advertising is great way to reach both consumers and businesses for your products or services. Unless you are familiar with all the PPC choices, it may be difficult for you to choose the right overall SEM strategy for you and your company. As a Google Partner, we can help. A solid, online marketing strategy should generate both organic and paid traffic (SEO + PPC).
A well, thought-out awareness strategy usually includes Display Advertising and Re-Marketing. When you deal with PPC, you also direct people who click on your ads, to one or more landing pages. This is where you can build trust through relevant information, possibly testimonials and a call-to-action.
There are two main categories of Landing Pages; Static (pages that don’t change), and Dynamic pages. A “Dynamic landing page” is a landing page that automatically shows different messages to different visitors based on certain characteristics and search terms. These type of landing pages are worth testing in your paid search campaigns to see if your conversion rates increase. In general, the more pay-per-click ad landing pages you have, the better your results will be.
When you need advice for your next online marketing campaign, contact us and we will get you started on your way to familiarity and trustworthiness.