Don't miss out! Check out our limited-time SEO service promo

Best Campaign Practices: From Brand Awareness to Conversions

Antonella Saravia

5 years ago



Engaging brands drive awareness. Having a valuable branded experience will inevitably lead to a positive association with its products and services. Businesses have gotten better at identifying the many ways that they can interact with their consumers. Many times, it’s not even the brand doing anything; it’s word of mouth or interactions with other consumers about their experience with a brand’s products or customer service. 

Creating opportunities for consumers to engage positively is one thing that businesses have needed to learn to do. Believe it or not, this extends to PPC campaigns as they drive traffic to sites and lure in consumers. 

That said, as useful as brand awareness is, the bottom line is about conversions. So, we’ve whipped up two key objectives to head your PPC campaigns: brand awareness and conversion-focused campaigns. 

Brand Awareness Focused

  • Structure: Having a well structured Google Ads campaign can make or break it. Simple practices like not bundling up keywords together, separating terms per ad group, and running all match types in separate ad-groups are incredibly beneficial to performance.
  • Research: SEO is a powerful practice for advertisers to use. Staying on top of SEO, new features, and trending practices in your particular industry can go a long way in getting your brand in front of the right people. An example of this would be leveraging link building on your website and creating enriching content. Both provide fresh information to your ideal audience while satisfying SEO triggers.
  • Copy: Leveraging ad copy can make a difference for your brand. For example, you can write your display URL in capital letters. This will increase visibility and places your brand name on the map.  

Conversion Focused

  • Audiences: Focusing on your audience is a necessary strategy. It’s important to narrow down who are the people who are receptive and ready to contribute to your bottom line. Use retargeting to generate lookalikes, a feature that’ll help you expand your reach to similar audiences. They are called lookalikes because they are audiences targeted through similar interests and characteristics. This feature is an excellent conversion-based practice to implement into campaigns. You can do this by focusing on clicks from your paid search activity.
  • Negative Keywords: This is a practice that is often overlooked to increase conversions. These words are essential because they keep out the wrong traffic; this saves advertisers money as budgets aren’t wasted away on unnecessary clicks. Effectively applying negative keywords will improve click-through rates and lead to higher conversions.
  • Testing: A/B Testing is a common strategy where two versions perform against each other. This dynamic reveals which ads or landing pages perform best. The variants can include your headlines, CTAs, images, etc. A quick tip: slow down with changes. Tweak specifics over time so that its clear which of the elements were influential. 


Creating opportunities for consumers is essential. Sometimes how you go about engagement changes. In the end, all of your goals should be working to help you reach your goals. To learn more about how to manage your PPC campaign, subscribe to the White Shark Media blog for ongoing updates on trends and optimizations for your ad campaigns.


Free Adwords Book