The top goal of your customer, a global beverage retailer, is brand exposure. What brand strategy should they implement in Search Ads 360?

To achieve the top goal of brand exposure for a global beverage retailer in Search Ads 360, the customer should implement a brand strategy that focuses on enhancing visibility, creating brand awareness, and capturing the attention of their target audience. Here are key elements of a brand exposure strategy in Search Ads 360:

1. Branded Keywords:
   • Bid on and optimize for branded keywords related to the beverage retailer’s brand name, product names, or unique offerings. Ensure that the brand’s ads appear prominently when users actively search for their specific brand.
2. Compelling Ad Copy:
   • Craft compelling and engaging ad copy that reflects the brand’s messaging, values, and unique selling points. Highlight key brand attributes to resonate with the target audience and encourage clicks.
3. Ad Extensions:
   • Utilize ad extensions, such as site link extensions, callout extensions, and structured snippet extensions, to provide additional information about the brand, promotions, or specific product categories. Extensions enhance the visibility and richness of ad formats.
4. Display Network Campaigns:
   • Implement display network campaigns to showcase visually appealing ads across a broader network of websites. Create visually striking display ads that align with the brand’s image and message.
5. Video Ads:
   • Leverage video ads on platforms like YouTube to engage users with dynamic and visually appealing content. Video ads can be an effective way to tell the brand’s story, showcase products, and enhance brand recall.
6. Remarketing:
   • Set up remarketing campaigns to re-engage users who have previously interacted with the brand’s website or ads. Deliver targeted messaging to remind users of the brand and encourage repeat visits.
7. Brand Safety Measures:
   • Implement brand safety measures to ensure that the brand’s ads appear in contextually relevant and suitable environments. Exclude irrelevant or sensitive content to maintain a positive brand image.
8. Competitive Bidding:
   • Monitor and adjust bidding strategies to maintain a competitive presence in the search results for relevant brand-related terms. Ensure that the brand’s ads appear prominently against competitors.
9. Brand-Specific Landing Pages:
   • Create dedicated landing pages that align with the brand’s identity and provide a seamless experience for users. Landing pages should reinforce the brand message and encourage users to explore further.
10. Brand Monitoring and Insights:
    • Regularly monitor brand-related search queries, analyze performance metrics, and gather insights. Stay informed about trends and user behavior to refine the brand strategy over time.

By implementing these strategies, the global beverage retailer can effectively enhance brand exposure, establish a strong online presence, and connect with their target audience across various touchpoints within the Search Ads 360 platform. Regular monitoring and optimization will be crucial to ensuring ongoing success and adapting to changing market dynamics.