Sign in with Google 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 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 A way to bid where you pay per one thousand views (impressions) on the Google Display Network. 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. - Ad formats
Since a main 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 A group of more than 2 million websites, videos, and apps where your ads can appear. Read more , you can reach customers using text ads, but you can also try a range of more visual formats, like 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.
Tip
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. Learn more about YouTube for Business options.
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