Proving the branding effect of web ads requires marketing measurement.
Showing that web advertising has branding effects requires looking at key online metrics such as the amount of web traffic coming to your company site and the number of people talking about you online. If more people are searching for you and talking about you immediately after a campaign, you can easily prove that the web ads had a positive branding effect for your company.
Web Searches
An increase in web searches for your company name is a branding effect of web advertising. It shows that prospects saw your ad online and were compelled to search and learn more about your brand. Be sure to have web content available that answers any questions visitors may have. Common questions include what your company does, who it serves and make a purchase.
Mentions
An increase in social mentions for your brand on sites such as Facebook and Twitter is a good indication that your web advertising was effective. It shows that more people are now aware of and actively talking about your company. Additionally, traditional media coverage is a positive indication of a successful web advertising campaign. Have a social marketing manager and public relations professional available to answer questions about your brand as they come in.
Web Traffic
An increase in web traffic to your various online properties is branding effect of web advertising. It shows that not only are people searching your company name, but they are taking time to learn about your brand by reading your online sites. Common places for web traffic to land include your main website, your social networks and your blog. Be sure your content is up to date and laid out in a reader-friendly manner. This includes using short bullet points instead of long paragraphs and dropping in eye-catching images. Long, unbroken paragraphs are tiring to the eye when reading online copy.
Sales
An increase in the number of leads or sales you close during or right after your advertising campaign indicates the campaign had a big impact on branding. It shows that people are now thinking about your company and products when making purchasing decisions. This is the ultimate goal of all advertising campaigns. You will be able to drive more revenue as a result of increased brand recognition.
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