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BEST PRACTICES & STRATEGIES

recognition across all ad formats and, not to men- to rely on organic results. On smartphones, organic
tion that only few internet users can avoid display entries often do not appear in the visible area
ads, making comprehensive display campaigns "above the fold". If the demand for your brand has
almost essential for branding goals. Unfortunately, increased, you will even benefit twice, because
users with installed adblockers cannot be reached SEA brand campaigns are significantly cheaper
in this way, so the programmatic ad should not be than non-brand campaigns and convert more at
the only element of your branding campaign. the same time. Non-brand campaigns on generic
search terms are more expensive, but also neces-
• Marketplaces have many users, but the branding sary because they expand the target group.
opportunities that arise here are not always fully
exploited as advertisers primarily focus on optimiz- • Social media channels are relatively inexpensive
ing their product data. Unfortunately, in the product advertising channels that lend themselves well to
data, the marketplaces offer hardly any opportunity branding-focused banner ads. They offer an excel-
for a company to introduce the corporate design, lent opportunity for target group selection, whereby
even the fonts and colors of the company are gen- the selection for branding goals should be as broad
erally not adopted. as possible.

• Search engines are just as important as display Since there is clearly a positive association between
and marketplaces, and Google is still the go-to brand image and awareness and consumers’ prefer-
place for many Internet users. As one of the oldest ences and purchasing decisions, you might want to
disciplines in online marketing, Search Engine Ad- consider the brand building tips mentioned here. ◊
vertising (SEA) can easily strengthen your brand.
Brand campaigns are necessary in order not to By Daniela La Marca
give the competition a chance for visibility and not

14 June 2022: Performance Marketing