Digital marketers know that SEM is a great marketing tool for action-based marketing; it is capable of real-time updates, direct links, various calls to action, and redirections. For these and other reasons, marketers use SEM mostly to drive customers to take action. But SEM is more than just a catalyst for immediate action. It can also be a branding tool and a way to build up your brand in front of a large audience. Here are three ways you might build up your brand using SEM.
1. Run on Your Own Brand Terms
SEM marketers often wonder: is it worth it to run SEM ads on my own brand terms? The short answer: yes. Some SEM marketers think they don’t need to run on their own brand terms because SEO results will cover all the searches of their company’s brand terms. If you don’t run on your own brand terms in SEM, you are losing an opportunity and handing that opportunity over to someone else.
Running on your brand terms you have the chance to build up your brand’s image from the searchers’ perspective. Also, if you don’t run on your own brand terms, it opens up the possibility of your rivals running on these terms and stealing your customers. Running on your brand terms is relatively inexpensive (considering your relevance), and it is an opportunity to cultivate your brand’s image and ensure competitors don’t steal your customers.
2. Incorporate Brand Messages
Print ads, billboards, and television commercials are great tools for incorporating brand messages, taglines, and unique selling points into your marketing campaign, but so is search. In fact, search provides the unique opportunity to constantly adjust your message for little to no cost. If your brand messages change, your SEM ads can do so easily.
You should incorporate brand messages into your SEM by bidding on phrases associated with your brand.
Little Caesars uses the tagline “pizza pizza” in their television advertisements. A quick search for those terms produces an SEM advertisement for Little Caesars.
If customers are looking for your brand by way of your tagline or brand messages, then they are certainly interested. Make it easy for them to find your products and take action by bidding on terms and phrases associated with your brand. If you have long-tail catch phrases or taglines, you might consider using an exact match on those keywords so you don’t waste money on searchers looking for unrelated results.
3. Advertise on Content Networks
Content networks are networks of websites that will advertise your SEM ads if your ads are relevant to a particular website within the content network. You can opt in to content networking advertising when you set up your SEM campaign. This gives you the opportunity to target customers in contextually relevant situations, outside of search engines. Content network advertising is similar to display advertising, but is more accurately an SEM feature because content network ads feature the same copy and content you use in your SEM ads. You can build up your brand by advertising on content networks because you will be reaching customers who have interests related to your product.
SEM is great for action-based marketing, but also indispensable as a brand-marketing tool. If used correctly, SEM can help build up your brand, spread its reach, and improve its reputation. Of course, SEM will still be able to lead your customers to action too, when they are ready.