Boosting Consumer Packaged Goods Brand Awareness Through Paid Search
All Steve wanted was tooth-whitening toothpaste. Instead, he got 282,000 search results. Not surprisingly, he didn’t know where to click. Suffice it to say, he felt a tad lost in the sea of search. But such information overload actually represents an opportunity for savvy CPG marketers.
Understanding The Opportunity
Today, brand awareness is king. A product could be the latest greatest thing, but if consumers aren’t aware of it, or do not understand its benefits, they won’t buy it. Given that, consumer packaged goods (CPG) marketers need to find new and innovative ways to help consumers connect with their brands. Moreover, they need to do it in a way that leverages existing assets. Fortunately, incorporating customer reviews, seasonality and notable awards into paid search ad copy can help marketers do exactly that.
Because consumers are very interested in others’ opinions and they like to be up to date with what’s going on right now, they are interested in buying products that are current and have the approval of others. In other words, before they make a purchase, they seek validation.
By incorporating reviews, notable awards or seasonal trends into their paid search ad copy, CPG marketers can capitalize on this behavior. Doing so enables them to create a compelling message that will resonate with consumers and boost brand awareness. In fact, CPG brands that employ this tactic could see better click through rates and higher quality visitors to their websites.
Making It Work For You
Here are a few tips to help CPG marketers make their paid search ad copy more relevant and appealing to the consumer.
Take inventory of your assets. Before you can leverage consumer reviews, you first need to know what you have to work with. Start by examining the content on your website to check for positive customer reviews. The most successful consumer reviews mention specific product features or benefits that can distinguish your product from the competition. For example, “I love the secret sauce that Brand X Dog Food has to keep my dog healthy!”
Think outside the box. If you don’t have any customer reviews, this overall approach can still work for you. Go beyond your website and investigate if any of your products have won awards from notable magazines, blogs or industry leaders. In addition, be sure to tap into social media sites like Facebook and Twitter to help gather insights, comments or reviews about your products. These various types of content can also be incorporated into your ad copy. For example, “Find out why brand x won dog food of the year from Vets.com!”
Don’t be afraid to name names. Try using the name of the author of a review in your ad copy. It can add an element of personal experience and credibility to the ad that may help it resonate with consumers looking for reviews. This can have a similar effect on a consumer as hearing about a positive product experience from a friend or neighbor. For example, consider the following: “I love Product X. My hair is soft and healthy. Try it today! – Sally, New York.”
Consider timing. Research upcoming events or seasonal trends that would tie-in with your current product offering and/or website content. Each one could provide you with opportunities to offer valuable information or advice to consumers. This could be the difference between your product and the competition since the ad would be most appealing to a consumer that feels lost in the shuffle of search. For example, “Find Easy summer hair styling ideas at BrandX.com!,” or “Want the latest look from the Oscars? Get tips from Brand Y!”
Do your homework. Be sure to verify that your brand is able to legally use the reviews, claims or awards cited in the ad copy.
Don’t deceive. Use only ad copy that can be reinforced on your website so the consumer does not feel mislead when they arrive. This will keep your audience captivated on your site, allowing for more time to engage with your content.
Make a plan. Once you identify suitable assets for this purpose, come up with a plan for the year. A planned approach will provide you with the necessary time to gain legal approval from the necessary resources and develop the most strategic approach possible to be aligned with your current media plan. These steps will ensure that the ad copy and messaging will be most relevant and engaging to the consumer at the right time.
To help consumers identify with their brands, CPG marketers need to be more innovative and tap into the assets they already have. Incorporating customer reviews, seasonality and awards into paid search ads can help them accomplish just that.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.
The latest analyses, insights and strategies that inspire CMOs and marketers everywhere.