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Old 02-11-2014, 06:48 AM
snakeair snakeair is offline
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How to Generate Awareness Using PPC

I need to get a campaign together. Have not used adwords since Dec.

If you have a few minutes, check out the blog post. Feedback is welcomed.

Every year, media pundits question the wisdom of spending money on Super Bowl ads. They're ridiculously expensive, and it's difficult to track the ROI. Many would argue that Super Bowl advertisers would be better off buying PPC ads.

Why do companies run Super Bowl ads? I'm sure the reasons are infinite: prestige, ego, and buzz certainly make the list. But the two biggest motives usually cited as justification for the expense are branding and awareness goals not normally associated with PPC search.

One of the compelling reasons to use search is the fact that it can be tracked in detail. No TV advertiser can claim to know exactly who bought a Chevrolet or a six-pack of Budweiser as a direct result of that Super Bowl ad. But with PPC, advertisers do know.
Continued at: http://searchenginewatch.com/article...ness-Using-PPC
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Old 02-11-2014, 07:05 AM
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Katt Katt is offline
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I've never thought of PPC for brand awareness, so this did get me thinking.

My initial thoughts were "oh no - don't go for high impressions with low clicks - that will hurt quality score!" But if your goal for this campaign is strictly awareness (impressions), not clicks, then a low quality score won't hurt anything. Just make sure this is done in a separate campaign (or at least a separate ad group) from ads where you do want clicks. Interesting! I'll have to try this.

I do disagree with using the display network unless you have lots of money to burn.
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