August 10, 2021 by Jason Pittock | 8 min reading time

You may have the perfect PPC agency. Your results may be amazing and your team may consist of the best and most talented marketers in the world. In every respect, you have created a perfect service, but the sad fact of the matter is that, if people don't know your business exists, you are in for a big disappointment. Sooner or later, your current pool of customers will fade -- and when that happens, pulling old outbound tricks out of your hat may just not be enough. That's exactly where building brand awareness for PPC agencies kicks in.

Obviously, digital marketing agencies usually do a good job at helping their clients build brand awareness, but many neglect this task when it comes to their own business. That is why we have decided to tackle the subject, by highlighting why you should invest in brand awareness and giving you our top tips for building brand awareness for PPC agencies. 

What Is Brand Awareness?

Brand awareness refers to the marketing actions that raise the degree of familiarity for a product or service in front of its audience. This usually happens by mentioning the brand through various marketing channels. 

Simply put, brand awareness measures how easily your brand is recognized by your target audience. This helps you differentiate yourself from the competition and, in the long term, brand awareness can lead to increasing your number of sales. 

Brand awareness for PPC agencies is an essential ingredient for attracting and retaining customers and digital marketing talent. When your brand as an agency is strong, all of your digital marketing efforts will pay off in double.

Brand Awareness vs. Brand Recognition

Brand awareness shouldn’t be confused with brand recognition. The latter refers to the extent to which a consumer can identify your brand based on visual elements such as logos and colors. For example, you can easily recognize the three-striped Adidas logo or the Apple logo. 

Brand awareness takes brand recognition a step further, as it involves recalling not only the brand name and the visual elements but also the general feeling of the business and information about its products and services. Brand awareness should ultimately elicit some feelings in the target audience. So, while being recognized is good, being the kind of brand people associate with specific emotions, memories, and ideas is even better.

Why Is Brand Awareness Needed for PPC Agencies?

Building a well-defined brand is important, but it is not enough. It's also important to constantly work on defining your brand and strengthening its associations in the mind of your target audience. The more familiar people are with your brand, the more they will trust it, use it, and recommend it. Building brand awareness for PPC agencies helps marketers:

  • Build trust in their brand
  • Build credibility, by positioning their brand as an authority in your field
  • Attract like-minded people (both customers and potential employees)
  • Achieve customer recognition
  • Gain brand “ambassadors” that will share their message further
  • Build a strong reputation
  • Get new customers

As a PPC agency, you can probably easily share these benefits with your customers. If they are just getting started, you are probably advising them to invest a bit in brand awareness too. But are you doing the same for your business? Even if you cater to the needs of a very specific niche, you should still get your brand and your services out there. 

How to Build and Maintain Brand Awareness for PPC Agencies 

All that being cleared out, one question remains: how does one build brand awareness for PPC agencies?

As a digital marketing business, you will have to employ the same skills that you use to help your customers. Digital marketing is your friend and you can start building brand awareness with a low investment. These are the top tips we will be focusing on, as they are accessible to all PPC agencies and the results will pay off in the long term. 

1. Create PPC campaigns for your PPC agency

Yes, you have read that right. This may sound funny, but there is no better way of showcasing services than by building brand awareness for PPC agencies through PPC campaigns. This way you will achieve two things at once:

  • Get your brand in front of the right audience, right when they are looking for your services;
  • Prove that your agency can create efficient ads, targeted at the right people at the right time. 

When creating brand awareness PPC campaigns for your agency, make sure you target your campaign (define your audience) well and include all relevant details about your business and services. 

2. Set up a content marketing plan

Content is king. You’ve heard that enough in the past years, but it still applies. Your PPC agency offers great services and has a great story - but nobody will find out anything about it unless you share your story, your expertise, and your experience working on successful campaigns. 

Here are some ideas to get you started on your content marketing plan:

  • Write about customer pain points and how you can solve them: Maybe your potential audience has trouble getting traffic to his/her website - how can this be solved? Try to define the customers’ pain points, but also to offer useful solutions.
  • Share tips and insights: Again, this is about sharing useful information with your audience and genuinely helping them.
  • Share your story, your mission, and your vision: this will help you connect and build relationships with like-minded people.
  • Share your customer success stories: this will help your brand build trust and credibility. You can share your story as a case study, or simply as a testimonial - whatever format you and your customer feel more comfortable with. 

Good content helps build brand awareness for PPC agencies by continuously delivering value to potential customers (even long before they are in the market for a new PPC agency). It also helps you set a specific tone of voice, highlight your company values, and create a sense of belonging among the people who work with you.

3. Invest in SEO to help your content grow organically

SEO is still very much real and can help you expand the reach of a message and build brand awareness for PPC agencies. And since you are creating all this great content, you should also try to optimize it: 

  • Use relevant keywords that reflect the user’s intent: this will help you make sure your content is relevant for your audience;
  • Look for link-building opportunities: this can still help you grow your page organically, but it can also expand the reach of your content. Needless to say, link building should only be done when in a relevant context. 

4. Be present on social media

Let’s face it - we are all on social media nowadays. We are all sharing stories and using social media to connect. You should be where your target audience is. You don’t need to be present on every channel but rather focused on a few channels, where your audience is also active. 

Here are some tips on how to use social media for brand awareness for your PPC agency:

  • Start a hashtag - this can help you get some conversations started.
  • Engage your audience - either by starting a contest, launching a pole, doing a live Q&A - whatever suits you best. 
  • Share “insider” information - this will help you show the “human” side behind your business. 
  • If possible, engage with influencers active in your niche; make sure to only do this if it is relevant and natural for your business.   

5. Don’t forget about remarketing

When building brand awareness, it is important to reiterate your message in front of your audience. You will only gain brand awareness for your PPC agency through repeated positive interactions with your brand. That is why remarketing - especially through PPC, but also on social media - can be very effective in getting your brand across to your audience. 

Even if you are a specialist in your digital marketing field, you should still invest in marketing yourself. That is the best way to make sure you build a brand for the long term. There are many accessible ways to build brand awareness for PPC agencies. You will just have to put a little effort into it - and reap the results later on.

Jason is the CMO @ ClickGUARD. He is passionate about all things PPC, SEO and has extensive customer acquisition experience. When not writing about SEM he can be found surfing the wildest ocean waves of the South American coast.