Monday, October 8, 2012

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. 
Think outside the box. 
Don’t be afraid to name names. 
Consider timing. 
Do your homework. 
Make a plan. 

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