Brand awareness is an important part of the buyers’ journey that helps them recognize and relate to your business. It helps marketers understand how well their audience knows about their brand, products, and services. Businesses with a strong brand awareness see an increase in their revenue and improved customer retention.
But, this KPI is often undervalued because it is a bit challenging to measure. However, if you want to transform your small business into a well-recognized brand, you need to track the business’s growth continuously. And, by tracking the right brand awareness KPI, you have far better control over your growth strategy.
So, how to create an effective brand awareness KPI? Read on to know!
Know the Brand Awareness KPIs
Now you know that brand awareness is an important metric to track. You want to know which brand awareness KPIs should you take into account. Below are the KPIs you need to keep tabs on to see how the Ads are performing-
Impression
Regardless of your goals, it is necessary to track the impressions you get in all the Ad campaigns. This metric tells you how many people saw your Ads. Even if they don’t buy from your website, a catchy headline and attractive logo can help them recall your brand.
Average Position
Your Ad doesn’t always need to be at the #1 position. Instead, try to rank well against your competitors’ Ads. Otherwise, you will just end up wasting money without building a great audience.
Customer Engagement
As a marketer, you can use CTR (click-through rate) to find out how engaged your audience is with your Ads. This key metric comes extremely useful when your Ads are displayed on the search network.
In addition to these metrics, have a look at the following metrics too-
- Frequency
- Reach
- Quality of traffic
- Display Impression Share
- Average CPC
- Google Ads Format
Start Tracking the Brand Awareness KPIs
Once you have found the important brand awareness KPIs to track, the next step is to get started with measuring them. Here are the ways to create an effective brand awareness KPI-
Google Search Console
One of the best ways to measure brand awareness KPI is to use Google Search Console. If impressions or clicks on search console are increasing, it means your brand awareness has increased. Impressions put together with the CTR tell you if your Ad campaign is making the desired impact.
Brand Mentions
Another way to see your brand awareness KPI is to use Google Trends. This tool helps you to stay on top of brand mentions and analyze what’s working and what isn’t. Google ads format tracks the mentions of your brand and lets you know what people are saying about the brand or how many people are sharing your posts.
Social Media Reach
Billions of people use social media networks worldwide. You might also be using at least one social media platform to spread the word about your brand. Thus, you can use your social media reach as a way to measure your brand awareness.
Check the reach of all the posts, analyze the peaks, and frame your strategies based on what brought you the best results. By analyzing your reach, you can decide the best hours to post, the most effective content, or the best performing keywords.
Online Surveys
If you couldn’t get any reviews online, go to the source straight. Conducting surveys is a great way to know if the specific audience is aware of your brand. The best thing about conducting a survey is that you can send it to the target audience, ask customized questions based on different customer journey stages, etc.
The best way to measure the brand awareness KPI is to get clear on your goals first, start a campaign, and then measure brand awareness during and after the campaign.
Study The Growth Of Your Traffic:
Reviewing the growth of your direct traffic over a specific time will give you information about the growth of brand awareness. The more people remember your brand, the more likely they will directly type in the search bar.
However, don’t get caught in the rise and fall of traffic gain. Instead, compare the total traffic and pay attention to the bounce rate. This way, more people will have an interest in your brand, and more likely, they will spend time with you, thereby lowering the bounce rate.
Keep Track Of The Backlink Success:
Keep an eye on the backlinks that you have organically gained. Also, it is important to keep track of backlinks that you attempted to accrue because of the PPC marketing and PR strategy. Both these backlinks will give you different information.
The sudden increase in organic backlinks will tell how much valuable and reliable your content and website is. On the contrary, if your backlink rate without making any backlink effort is low, you have still not found your right audience, or you may have a problem with your SEO.
Moreover, if there are few people who are interested in persuing the link strategy, this means you are providing the wrong content, and your site is unreliable.
Look For Popularity:
Keep an eye on your brand, competitor’s brand, and the keywords they are using; this will help you track and measure the brand awareness. While most of the brands offer to search for a limited time, you need to keep track to increase the branded searches. For better insights, try typing with typos, as this will help you know what other people are searching for in your brand.
Conclusion
There you have created an effective brand awareness KPI! If you are a novice, it’s easy to put off tracking metrics for brand awareness. But, once you know the right key metrics to track, the work becomes a lot manageable. Keep track of the important metrics mentioned above. Compare the relationship between ROI and average position. When you keep an eye on these KPIs, you are in a far better position to determine if your Ads build the brand awareness you expect.
