The purpose of a brand engagement campaign is to build awareness of and positive associations with your company and its products and services. A customer can interact with your brand in a variety of ways, including watching videos, playing games, spending time on your website or communicating with other customers.
If you're interested in increasing your brand awareness, the Google Display Network offers you the chance to connect with customers at the right time and in the right place on thousands of websites worldwide. You can use placement targeting in Google Ads to help reach a relevant audience for your brand, using rich-media ad formats and CPM bidding.
Brand engagement campaigns can help you:
- Increase interactions with your brand.
- Build more positive brand associations.
- Increase brand loyalty by connecting with your target audience.
- Motivate customers to engage with your brand and its associated products.
How to use placement targeting, rich media ad formats and CPM bidding:
- Placement targeting
With placement targeting, you can pick and choose "placements", or specific websites or sections of sites within the Google Display Network on which you can run your campaign. You can select sites based on specific topics or the target audience that you're trying to reach, or you can choose any site that meets your branding criteria.
The Display Planner tool can help you get ideas for placement targeting. Just enter some details about your customer – such as their interests and the sites they typically visit – and Display Planner will generate a list of placement targeting ideas.
- Ad formats
Since an important goal of a brand engagement campaign can be to interact with your target audience, we suggest using rich media ad formats. With the Google Display Network, you can reach customers using text ads, but you can also try a range of more visual formats, such as static images, HTML5 animation and video.
- Bid strategy
With brand engagement campaigns, you want to maximise your brand's exposure on relevant sites. CPM bidding is typically a good fit for a campaign like this, since you can set your bids directly from the performance goals you've set for your campaign.
Using YouTube to increase brand awareness
If you've produced a video ad that you're using on your local TV channel, consider uploading it to YouTube. You can set up a free YouTube user channel and customise its design to reflect your brand (background colours and logos, for example). This allows you to create a hub for your brand on the Internet's most popular video site. Find out more about YouTube advertising options.