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The Best Targeting Option for Achieving Brand Awareness

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What is Brand Awareness?

Brand awareness is a marketing term that describes the degree of customer recognition of a brand by its name. Companies with strong brands can achieve high brand awareness. Increased brand awareness is very beneficial to brands as it can lead to an increase in customer loyalty and lower price sensitivity, among other advantages. 

In this article, we will discuss the best targeting option for achieving brand awareness. 

What is the Best Targeting Option for Achieving Brand Awareness

The best targeting option for achieving brand awareness is through the use of custom affinity audiences. Affinity audiences are the audiences that search engines define and categorize based on their characteristics. Custom affinity audiences, particularly, can be used to outline the features of an affinity audience to fit your specifications, allowing you to target users who best resemble your target customer. 

Four attributes that define custom affinity audiences are:

  1. URLs
  2. Places
  3. Interests
  4. Apps

Unless you know specific apps or places valuable enough to target, you can ignore these attributes as they may narrow down your audience by far too much. Under URLs, you can outline which pages you’d like your ads to show, and under interests, you can include keywords relevant to your products and services. 

FAQs on Brand Awareness

There are five main types of brand awareness:

  1. Unaided awareness/Brand recall
  2. Aided awareness/Brand recognition
  3. Visual branding
  4. Top of mind brand recall
  5. Brand dominance

You can track the following metrics to measure your organization’s brand awareness:

  1. Social Media Engagement
  2. Brand Awareness Surveys
  3. Search Volume Data
  4. Brand Sentiment
  5. Website Traffic

Brand affinity is a marketing term that refers to the connection between a brand and a consumer. It is a concept concerned only with the two-way relationship with an individual customer rather than with the brand as a whole. 

These are a few advantages of high brand awareness:

  1. Low price sensitivity
  2. Increased credibility
  3. Higher customer loyalty

Brand dominance is a type of brand awareness where customers can only recall one brand when asked an unprompted question about the product category.

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