How to build brand loyalty in 2 seconds

There are countless hours spent on how to connect consumers to a brand or product by search marketers through paid ads. The challenge that many run into is that the ad is only getting a quick glance. The ad sets the foundation for a good first impression, which is ultimately the most important aspect of building brand loyalty.  By taking advantage of a good first impression, search marketers can start building trust with their customers and prospects.  This is accomplished by creating ads that clearly outline what they are going to do for them, and then delivering upon those promises.

Three elements of building brand loyalty with paid search

So is it really possible to build brand loyalty in 2 seconds?  To answer your question simply, YES.  It all starts with a good first impression.  Below are three key elements that you should consider in your efforts to build brand loyalty with paid search.

1 – Relevance. First off, quality score matters, and synergies between keywords, ad copy, and landing pages are huge factors in determining it.  But, marketers must realize that it is trumped by something else:  delivering a consistent message that is on target and resonates with consumers, from the first impression of ad copy to the content on your site.  Irrelevant keywords, copy, or destinations are the quickest way to ruin a first impression of a brand/product. So when ad copy and landing pages are irrelevant to a search query, you are basically selling the idea that you cannot help the consumer, regardless of whether or not it is true.  The result is simple:  the consumer becomes frustrated, has the lasting impression that you do not have the product or service they need, and goes back to the search results to find a company that does.  Remember, you only have so much time.  We put content out to consumers in hopes of converting it into a sale/lead, so make sure you are leveraging content that is relevant to what consumers want and are looking for.

2 – Messaging. Having consistent and truthful messaging is the key to building brand loyalty with your audience.  Why?  Because you have to build trust, and trust is key to any relationship.  Given that, you must do whatever it takes to build this trust with your customers and prospects.  And messaging plays a key role in developing this trust, including the messaging in ads that are displayed in the search results, and the copy on landing pages.  Just as you are asking consumers to eventually buy your products, they are expecting you to be truthful in your ads.

3 – Feedback process. Creating a feedback process is critical to building brand loyalty within paid search.  By listening to your consumers, you can tap into a wealth of knowledge and gain tremendous insight.  But feedback should not be limited to just what your customers have to say (via phone, email, forums etc.), as their behavior on the engines and on your site is also very telling.  Understanding what people are doing with your ads—or more importantly, what they are not doing with them. This gives you the opportunity to implement significant changes to your ad copy strategy and increase click through rates (CTR).  Ultimately, search marketers need to work to find creative ways to uncover this vital feedback and leverage it to build brand loyalty.

Paid search rarely gets the credit it deserves but absolutely plays an important role in buidling brand loyalty. If you follow the three steps mentioned above you are already one step ahead of the game. You would be surprised how many companies fail to follow the simple rules above. Hopefully this will help you turn shoppers into buyers. If you have questions or need help please check out our Pay Per Click Advertising Services.