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How to Use PPC For Brand Awareness

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How to Use PPC For Brand Awareness

Brand awareness can seem intimidating and complicated, but it’s just a matter of getting your brand in front of the right people.

When you come up with a great idea or launch a new business, how do you get your name out there? How do you help people become more aware of what you’ve created or are trying to sell?

The options are varied, from billboards and bumper stickers to word of mouth and cold calls.

However, sometimes it can be simpler than that. You can boost brand awareness with PPC (pay-per-click) campaigns that show your ads to people across the internet, including on SERPs, social media sites, in-app ads, banners on websites, and more.

What Is Brand Awareness, and Why Is it Important?

In many ways, brand awareness is about how recognizable you are. Of course, in a noisy world online, where brands compete for attention all the time, it may seem impossible to build brand awareness.

Brand awareness isn’t out of reach for a new brand or one whose target market is smaller. Think about the last time you listened to a podcast and heard the name of a new tech company, and then you listened to another podcast and heard it again.

After a while, the name of that company started bouncing around in your head. Maybe you began to get curious about what they did and looked them up online.

That’s building brand awareness. You know who they are. They didn’t have to set up a sales call and introduce themselves, but you are now aware of their brand.

How Do PPC and Paid Social Campaigns Increase Brand Awareness?

You can use PPC ads to increase brand awareness by introducing your brand in ads that your target market can see. By creating ads that show off what your brand is about, including a memorable name or logo, you can start to be a bug in the ear, or eye, of your potential customer base.

You can even think of it as an introduction. Your ad is your name tag. “Hi, my name is…” This is your opportunity to say hello and explain what you do.

If all you’re worried about is large groups of people actually seeing your ads, the impressions rather than the clickthrough rates are going to be more important to you. You can continue to run a PPC campaign while watching two goals.

First, you would see how many impressions it’s getting. Then you would see how many are actually clicking on your ad.

In fact, Google recommends switching over to a pay-per-impression option to build brand awareness.

Paid Ad Brand Awareness Campaign Goals

Building brand awareness can take many forms. From just hearing your name or seeing your logo to clicking through, exploring your website, and learning more, your target audience may experience your brand in a variety of different modes.

What should your brand awareness campaign goal be?

Before we talk about the specifics, let’s ask some questions about your brand:

  • Is your product or service already on the market?
  • If not, when are you going to market?
  • Are you trying to increase sales, or is brand awareness enough for now?
  • Do you have marketing objectives such as newsletter sign-ups or social media followers?

Let your timelines and your bottom-line goals drive the target goals you set up for your brand awareness campaign. You could choose to observe the following metrics:

  • Impressions: This is how many people see the ad you are posting. They may just scroll by, or they may take a moment and read your ad. Either way, they see it.
  • Clickthroughs: When it comes to general awareness, you may be less inclined to care about how many people are clicking through to your site.
  • CTR: This is a simple formula to find out how many people are clicking through, in relation to how many are seeing your ad.
  • Video views: If your ad is a video, on social media, in another video, or embedded on a website, you may want to know how many see your video.

Again, consider whether this campaign is about people passively starting to become aware of your brand or about people actively engaging with it.

Tips for Growing Brand Awareness With PPC and Paid Social Campaigns

Growing brand awareness can come with many creative opportunities, but you want to keep in mind your ultimate goal is to build your reputation and eventually drive sales. Focusing on those can help you make strategic decisions moving forward.

Know Who Your Target Market Is

Do you know who buys your product or service? Do you know exactly who you are trying to build your brand awareness campaign for?

This can get a little tricky if you’re trying to break into a new market or switching your focus a bit. Your target market may not be who you’ve always sold to.

Get specific. Even create a customer avatar, if you can. Who is this person? How old are they? What do they do?

Understand Your Target Market Habits

Once you know who your target audience is, you can figure out what they do on a daily basis. Where do they hang out online? What apps or tools do they use? Which social media sites are they on?

Focus your efforts on areas where you know your target market will be. It’s a waste of time and money to showcase ads to groups of people outside your target market.

Don’t forget to think about their emotions and psychology too. What are their ambitions? Who do they want to emulate? How are they spending their time and energy to evolve or grow?

While you’re researching this, look for niche opportunities. The more you know exactly who your target market is, the more you can zone in on particular places to showcase your ads.

Look for favorite apps or online tools that sell ad space. You can also look at favorite blogs or news sites for ad opportunities. Getting specific will help you get more out of each view.

Diversify Your Ads

Because this is about brand exposure, you’ll want to make sure you are getting the word out about your brand in more than one location or through different ad streams. For example, you can use Google Ads as well as Facebook and Instagram or another equation that makes sense for your brand.

You can also try some retargeting ads through Google to continue to drip your brand onto those who have visited your website or social media pages.

Use the Right Keywords and Phrases

It’s tempting to throw some obvious or generic keywords into your Google Ads so you know they’ll “work.” Yes, people will see your ads, but remember that brand awareness is about the right people seeing your ads. Not only that, but it can also be about those right people seeing your brand at the right time.

Using precise keywords and phrases means your ads are more likely to show up for your target market, just when the problem you solve is on their minds.

Maybe you sell a product that soothes a baby who suffers from colic. Anyone who’s ever tried to comfort a colicky baby and sees your ad will probably relate to it, and they’ll be more aware of your brand if they ever encounter another colicky baby in their lives.

How much more powerful would it be for a mother or father who is actively searching for colic remedies to see your ad?

The next time they see your ad or your product somewhere, they may remember that middle of the night rocking session and think, “Oh, that’s right. They can help with colic.”

Being in front of the eyes of people who want your brand, even if they don’t know it yet, at precisely the time they most need it. That’s the power of building brand awareness through PPC and paid campaigns.

Get Creative With Keywords

The fun thing about building brand awareness through PPC campaigns is that you can get really creative with your keyword targeting and start to pop up in unlikely places. Here are a few ideas to get your creative juices flowing:

  • your competitors’ keywords
  • current event keywords
  • trending keywords
  • misspelled keywords
  • keywords your target market is searching for outside your industry

The key to this tactic is using creative ads that tie in why you are there, either with a pun or a light-hearted introduction. It could be something that makes you relevant to that space, even when you don’t seem to be. You’ll see some examples below.

Include the Right Information

It’s tempting to get super creative with ads and miss the obvious. Remember the goal here is to increase brand awareness. You want people to start knowing your brand and for your brand to start becoming synonymous with the industry you’re in or the problem you solve.

All of that can be lost if you forget the basics of your brand, which include:

  • your logo or a variant of it
  • your slogan or tagline
  • your location (if you are a location-dependent brand)
  • your website (if you aren’t easily searchable)

Case Studies: Brands That Increased Customer Awareness With PPC and Paid Social Ads

Do you want to see a couple of real-life examples of how you can use paid ads to increase brand awareness? Here are a couple of case studies:

LifeLock

The first is LifeLock, which bid on the trending Google search terms regarding an Equifax data breach. They were able to showcase their brand, in a hero-to-the-rescue kind of moment, to those who were frantically Googling how to handle the situation.

Here’s a related example from a company offering data breach testing:

data breach brand awareness example

These are an example of leveraging current events and trending keywords to be at the right place at the right time.

Fiat

Fiat took a different approach by creating a few different ads and testing out different keywords to see how they could build brand awareness. They used specific keywords, such as their brand names, as well as broad ones, such as “small car,” to learn more about how their ads were performing.

fiat brand awareness ad example

This is an example of using keywords your target audience is looking for and being there when they search.

Conclusion

Is it time to build brand awareness using PPC and paid social search? By leveraging Google Ads and other ad tools, you can ensure your brand is there when people are searching.

If you’re looking for a way to just get your name out there in the public mind, PPC campaigns can be a powerful way to do so. If you’re not sure how to get started, hiring a Google Ads consultant could help.

Which brands have you become aware of through ads?

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Source: https://neilpatel.com/blog/brand-awareness/

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Best WordPress Maintenance and Management Services

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.

Make no mistake: running a website is hard.

There are so many areas to focus on, from content creation to admin, to maintaining a site via updates.

The good news is that WordPress maintenance services can take a load off users’ shoulders, keeping their sites up to date and allowing them to spend their time elsewhere.

These services offer support and can help with website downtime, theme modifications, site backups, and more.

I’ve put together a list of the best WordPress maintenance and management services to help you get started.

#1 – GoWP — The Best For Agencies

GoWP is an ideal WordPress maintenance service for agencies.

It positions itself as a white-label service, which allows an agency to layer its own branding and SOPs on top of the maintenance services GoWP provides as if those services are now part of the agency’s own back end. 

The white-label focus allows GoWP to create a dedicated mailbox using a domain, provide help and support to all requests to that email, and share a white-labeled dashboard with clients.

On top of that, you have WordPress plugin updates, security monitoring, and automatic site backups with 90 days of offsite storage.

Other powerful features of GoWP include:

  • Unlimited content edits
  • Dedicated account manager (premium)
  • Dedicated WordPress developer (premium)
  • Daily security scans and malware cleanup
  • White-label help desk

GoWP has four main tiers of pricing that come under the following sequential packages:

  • Maintenance / $29 monthly per site       
  • Content Edits / $79 monthly per site       
  • Page Builds / $1299 monthly per site      
  • Dedicated Developer / $2299 monthly per site

The second tier gives agencies access to a 24/7 team of experts, a support ticket dashboard, and Visual Validator WordPress updates.

The next tier jumps up in price but does provide you with a dedicated WordPress developer for it. Learn more at GoWP.

#2 – FixRunner — The Best For Tech Support

FixRunner is a great choice for dedicated tech support.

The service features monthly support time from two hours to four hours—this does depend on the plan you opt for—and additional help is available if you need it.

You’ll be able to use this support time to make all sorts of tweaks to a site, including full debugs, performance improvements, and more.

I was particularly impressed with FixRunner’s 30-day satisfaction guarantee that offers a full refund, no questions asked if you’re unhappy with the service.

FixRunner additionally offers:

  • Speed Optimization
  • WordPress core updates
  • Plug-in and theme updates
  • Uptime monitoring
  • Security scans

The service provides plans for both small websites and bigger, enterprise-level ones. There are three core plans available for smaller websites:

  • Premium / Monthly, quarterly, or yearly / $69 monthly
  • Rocket / Monthly, quarterly, or yearly / $99 monthly
  • Advance / Monthly, quarterly, or yearly / $179 monthly

For bigger websites or Enterprise-level business, we have the following:

  • Advance + / Monthly or quarterly / $300 monthly
  • Advance ++ / Monthly or quarterly / $500 monthly
  • Custom / Monthly or quarterly / Call for price

If you’re a smaller website, I think the Rocket package is a good starting point–it includes support for online shops, on-page SEO optimization, and a faster response time for sites, making it a notable offering all around.

#3 – WP Buffs — The Best For Site Security

WP Buffs is a top maintenance service for those that want full confidence in their site’s security.

When users purchase the service, they’ll be able to use the iThemes Security plugin—considered to be one of the best security plugins available.

The plugin exists to protect a site from nasty malware and spam, but it’s also useful for its cache feature that improves the loading speed of a site—something crucially important for good rankings.

Users also have the option to back up their entire site with WP Buffs and store it in the cloud for extra peace of mind.

Other key features of WP Buffs include the following:

  • 24/7 site edits
  • Speed optimization
  • Ongoing security
  • Weekly updates
  • Emergency 24/7 support

On the pricing front, WP Buffs offers multiple different plans. The four key ones are Maintain, Protect, Perform, and then a series of custom plans for those with advanced needs.

Itemized these are:

  • Maintain / Annual or monthly / $56 a month billed yearly
  • Protect / Annual or monthly / $123 a month billed yearly
  • Perform / Annual or monthly / $164 a month billed yearly
  • Custom / Annual or monthly / starts at $290 a month billed yearly

The iThemes Security Pro premium plugin is included from the second package onwards or the ‘Protect’ tier in this case. The third level of pricing, ‘Perform,’ includes four daily cloud backups, priority support, and complete malware removal.

#4 – Valet — The Best For Ecommerce Store Owners

Valet should be a top pick for those that run ecommerce stores.

It’s a comprehensive service that provides manual updates and includes uptime monitoring, security scanning, and full examinations of checkout workflows, all of which help ensure everything is running smoothly for your customers.

Some of the other highlights include:

  • Code checks
  • Reports and analysis
  • Remediation for website accessibility
  • Up to five hours of dedicated support per month

The first paid plan with Valet starts at $300 per month and includes two hours of support.

Ecommerce store owners should check out the professional plan that costs $750 a month but includes five hours of dedicated support every month.

The top tier plan with Valet is the ‘Elite Plan’ that offers over ten hours of support each month, and this is quite clearly catered towards large companies that have the extra funding available.

General consultations with Valet are available and cost $175 per month.

#5 – SiteCare — The Best For Performance Optimization

SiteCare is the best option on my list for site performance optimization. If you want a service that will optimize a site so it loads as quickly as possible, this is your top choice.

SiteCare gets to work by first looking at aspects of a site that could be causing it to slow down. This can be due to anything from poorly optimized images to faulty plugins or a web host’s quality.

Once that’s done, the service implements a series of best practices, removing the website’s weaknesses step by step until it’s responsive and efficient.

SiteCare offers the following to those that use the service:

  • Hack cleanups
  • Daily backups
  • Real-time monitoring
  • Theme and plugin updates
  • Mobile optimization

In terms of pricing, things are clear and simple. There are two key plans available: a basic plan and an advanced one.

The basic plan costs $79 a month and includes access to the essentials, such as daily backups, malware cleanup, and access to support.

The more advanced plan costs $299 a month, so quite a jump, but for that, you get access to custom development hours with a specialist and a few extras such as ecommerce support and Sucuri firewall.

#6 – The WP Butler — The Best For Custom Plans

Only want specific parts of a service? Well, The WP Butler is unique because it allows users to customize their service plan.

For example, maybe you’re just looking for caching and speed improvements but don’t require anything else.

Monthly services with The WP Butler include malware scans, daily or weekly backups, and plugin or theme updates.

The itemized one-off service includes everything from configuring HTTPS to a custom security inspection.

Additional features of The WP Butler include:

  • Weekly site reviews
  • Uptime monitoring
  • 30 minutes of development time on retainer
  • Emergency site restoration
  • Security plugin configuration

As there are quite a few options with The WP Butler, pricing varies significantly depending on what you need.

If the monthly packages are more suited to you, these come in the following tiers:

  • The Basics / $39 a month
  • The Solopreneur / $69 a month
  • The Small Business / $129 a month
  • The Company / $299 a month
  • The Enterprise / $599 a month

One-off services range from $100 to $250, and there’s even the option of a monthly retainer. With this, you pay for a set number of hours of development work each month. Lots to choose from here.

What I Looked at To Find the Best WordPress Maintenance and Management Services

Before deciding which of these WordPress maintenance and management services to go for, it’s worth knowing how I chose them.

The first thing to mention is that there are two primary forms WordPress maintenance can take.

Generally speaking, there are WordPress maintenance services like the ones featured in this list, and there is “managed WordPress hosting.”

If a site is part of managed WordPress hosting, then there’s a good chance you won’t need maintenance service on top of that. Examples include WP Engine, Bluehost, SiteGround, and WordPress.com (not WordPress.org). If you’re hosting your WordPress site with any of these, maintenance services may not be necessary for you. 

Since you’re reading this post, though, you’ve probably chosen to use a WordPress maintenance service outside of your hosting platform (or are hosting your site with a platform that doesn’t provide those services), so here are some of the features I looked at to pick out the best maintenance services. 

Security Monitoring

It goes without saying how important security is for a site in the internet age. With the increase in threats and cyberattacks, knowing someone has got your back can bring great comfort.

Most of the maintenance services on this list include top security monitoring as part of their monthly packages, although not every service will. Some, for example, might include this as an optional extra.

How essential this is depends on the size of a company, but in most cases, monitoring a site for threats and knowing what to do if attacked is key. A maintenance service removes a great deal of worry here, so I think it’s a vital area to consider.

Site Optimization

Site optimization is a broad term, but in the case of WordPress maintenance and management services, I’m mainly talking about making a site more responsive and quicker to load.

A slow website can lead to people leaving sites rapidly in today’s fast-paced world, not to mention that Google actively penalizes slower websites by pushing them down in the search results.

A WordPress maintenance service can optimize a site to load quickly, making it responsive and pleasurable to use. This is important for every single site on the internet.

Almost all of the WordPress maintenance services on this list include site optimization in some form, though the exact service carried out can vary.

Backups

A site that’s a victim of a cyberattack could find itself damaged and beyond repair—that’s where site backups come in. These allow users to restore a healthy and fully working version of said site.

In fact, it might not be a cyberattack, mistakes that delete files or whole databases can happen, sometimes inexplicably.

Having a maintenance service ready and waiting to install a healthy backup of a site if something goes wrong is beyond useful. It removes a lot of the stress from potentially losing everything.

Companies of most sizes will find this a vital feature, although site backups are easy enough to do if you’re an informed solopreneur—in the case of the latter, they might not need this particular service.

Conclusion

WordPress maintenance and management services can be crucially important to the right person. There’s a considerable amount of choice out there too, and knowing where to start can be difficult.

My list covers all of the key areas to consider:

  • GoWP — The Best For Agencies
  • FixRunner — The Best For Tech Support
  • WP Buffs — The Best For Site Security
  • Valet — The Best For Ecommerce Store Owners
  • WP Site Care — The Best For Performance Optimization
  • The WP Butler — The Best For Custom Plans

These are respectable choices, and thinking about exact needs can help make the decision process a little bit quicker.

There’s a lot to think about when running a site, from site backups to security and optimization.

WordPress maintenance services will allow the process to become more manageable, saving precious time for use elsewhere.

The post Best WordPress Maintenance and Management Services appeared first on Neil Patel.

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Source: https://neilpatel.com/blog/best-wordpress-maintenance-and-management-services/

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