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In case of brand awareness campaign, what should be my KPIs

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# 1
Visitor ✭ ✭ ✭

I am running a Youtube video campaign to increase awareness about a product and then re-targeting those with displays ads. I have two questions

1) Any better way to increase brand awareness

2) What KPI's should I measure for a brand awareness campaign.

 

2 Expert replyverified_user
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Accepted by topic author nitesh a
September 2015

Re: In case of brand awareness campaign, what should be my KPIs

[ Edited ]
Rising Star
# 2
Rising Star

Hi Nitesh, depending from your goal you might have different KPI - I would use number of unique visitors within your target age, gender or/and location target group.
You can check it in Analytics. Don't forget about frequency capping.
https://support.google.com/adwords/answer/117579?hl=en

Cheers,
Alexey.

Cheers, Alexey
UAWC Agency
Marked as Best Answer.
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Accepted by topic author nitesh a
September 2015

Re: In case of brand awareness campaign, what should be my KPIs

[ Edited ]
Rising Star
# 3
Rising Star

Talking about YouTube you can use "Engaged Views within Target Demographic" and "likes", "dislikes".

Cheers, Alexey
UAWC Agency

Re: In case of brand awareness campaign, what should be my KPIs

Visitor ✭ ✭ ✭
# 4
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I have a frequency capping of 5 impressions per user per week. Is this ideal? or should I change it? unique visitors in case of GA will be new users. this is what you meant?
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Accepted by topic author nitesh a
September 2015

Re: In case of brand awareness campaign, what should be my KPIs

Top Contributor
# 5
Top Contributor

Hi @nitesh a 5 impressions per user per week sounds way too few to me.  A recent study by WordStream suggested that the effect of "ad blindness" perhaps isn't as bad as we thought and for branding to be effective you really have to show your Ads quite frequently.  I'd look at something like 10 impressions per day.

 

Are you branding on Search for your product name/company name?  Even if you rank highly organically for these terms - even #1 - it's well worthwhile ensuring you have Ads appearing at the very top of the SERPs for these brand terms.  Not only do these tend to be quite low in CPC terms but they also tend to convert very well (if you sell physical products) making them very cost effective.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: In case of brand awareness campaign, what should be my KPIs

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# 6
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Thanks @Jon_Gritton .. I will change the frequency to 10 and see if results change. yes I also read about bidding for branded terms and its usually cost effective. I will implement and check the result...
Marked as Best Answer.
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Accepted by topic author nitesh a
September 2015

Re: In case of brand awareness campaign, what should be my KPIs

Rising Star
# 7
Rising Star

@Jon_Gritton Can you please send a link to wordsteam research regarding frequency capping if you still have it. Thanks. 

Cheers, Alexey
UAWC Agency

Re: In case of brand awareness campaign, what should be my KPIs

Top Contributor
# 8
Top Contributor

Hi @Alexey C I can't find it right now, but I know I didn't imagine it!

 

I'll keep looking - and maybe Wordstream should work on their SEO!

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: In case of brand awareness campaign, what should be my KPIs

Rising Star
# 9
Rising Star

@Jon_Gritton Thanks, I just faced situation where I need to give some technical explanation about frequency capping so it would very usefull to have some references, not only my words. I have no doubts that you have gived correct info before. 

Cheers, Alexey
UAWC Agency