Increase brand awareness

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.

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, 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 maximize 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.

Next steps

• Measure brand awareness
• Try placement targeting and contextual targeting
• Determine a bid strategy based on your goals
• Explore a variety of ad formats