![\"Brand](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2024\/10\/brand-awareness-kpi-1-1.jpg\")
<\/div>\nTraditional marketing methods like billboard advertising are still in use today, but the advantages of the digital age mean that marketers now have much more control over their growth strategy.<\/p>\n
How?<\/p>\n
By using metrics to measure brand awareness.<\/p>\n
We\u2019re going to show you how it works, but first, let\u2019s learn a little more about brand awareness in Google Ads<\/a>.<\/p>\n In simple terms, brand awareness is the extent of consumer knowledge or familiarity with your brand, its images, products, and services.<\/p>\n So, how can marketers build brand awareness in Google Ads?<\/p>\n Google defines an ad campaign with the goal of achieving branding recognition as a \u2018Branding Campaign\u2019<\/em>. As such, the objective of this campaign will be to raise the visibility and awareness of your business, cause, product, or service.<\/p>\n With that in mind, Google Ads<\/a> will allow you to access an infinite audience with your ads, providing an excessive amount of filters and metrics to tailor your campaign as you see fit.<\/p>\n Knowing the best metrics for branding campaigns is imperative.<\/p>\n Some marketers view measuring brand awareness as a pointless exercise in vanity.<\/p>\n While that may hold some truth in terms of social media followers, or post likes, there are some metrics that really do paint a picture of success.<\/p>\n In paid advertising<\/a>, tracking your metrics is crucial. Only by doing this are you able to gauge the performance and make the necessary tweaks to your campaign.<\/p>\n Here are the metrics to keep tabs on to see how your ads are helping you with brand awareness.<\/p>\n It\u2019s important to be tracking your impressions in any ad campaign, regardless of your goals. In a branding campaign, impressions may be more important as this metric tells you just how many people saw your ad.<\/p>\n They may never buy a thing from your website, but if they remember you catchy slogan or cool new logo, then that\u2019s a step towards achieving brand recall.<\/p>\n The impressions share<\/a> is calculated by dividing the number of total impressions by the estimated total your ad was eligible to get.<\/p>\n As your ad will compete in auctions with rival ads, it\u2019s unrealistic to expect to win all the time. However, earning a decent impression share is a good sign that you are building brand recognition.<\/p>\n The Lost IS<\/a> metric isn\u2019t one you want to score high on. It is the percentage of time your ad never appeared because of budget restrictions.<\/p>\n So, if you have a Lost IS value of 50% or higher, you might want to invest more money in your campaign if achieving brand awareness is important to you.<\/p>\n While it is a common misconception that it\u2019s always best to have an average position of #1, it is most certainly desirable to at least appear on the first page of Google\u2019s search engine results pages (SERPs).<\/p>\n Your ad doesn\u2019t need to be in the top spot, as it may earn a great return on advertising spend (ROAS<\/a>) lower down, but you should look to rank well against competing ads. If you don\u2019t you will be wasting money without building a bigger audience.<\/p>\n In branding campaigns, marketers can use the click-through rate (CTR) to determine how engaged consumers are with their ads.<\/p>\n This is helpful when you display your ads on the search network, but you should keep in mind that a good CTR<\/a> is anything above 1%.<\/p>\n In addition to the major metrics above, you can look at these values to see how your brand campaign is performing over time:<\/p>\n For novice marketers or amateur analysts, it\u2019s easy to be put off by the sheer amount of metrics for branding campaigns offered by Google Ads.<\/p>\n However, when you narrow your focus to the key metrics to measure brand awareness, the task is much more manageable.<\/p>\n Keeping an eye on your impressions, impression share, and customer engagement is the very least you should be doing, as well as carefully considering the relationship between your average position and Google Ads ROI<\/a>.<\/p>\n With these metrics, you can determine if your ads are helping you build the brand awareness you need.<\/p>\n","protected":false},"excerpt":{"rendered":"What is Brand Awareness?<\/h2>\n
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![\"ppc-signal-optimization-tool\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppc-signal-ad-3.png\")
<\/a><\/div>\n5 Key Metrics to Measure Brand Awareness in Google Ads<\/h2>\n
1. Impressions<\/h3>\n
2. Impression Share<\/h3>\n
3. Lost Impression Share<\/h3>\n
![\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppcaduitaccount-3.png\")
<\/a><\/div>\n4. Average Position<\/h3>\n
5. Customer Engagement<\/h3>\n
Bonus Metrics for Branding Campaigns<\/h3>\n
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Achieving Brand Recognition is Easier With Analytics<\/h3>\n