Can Brand Be Built Using Paid Search?

Traditionally, paid search has been pigeonholed as a lower-funnel tactic, designed to capture ready-to-buy users. However, this narrow perspective is being challenged as PPC strategies evolve.

At the September PPC Live talk in Leeds, Tom Pickard of Modo25 presented on this very topic, sparking a lively discussion. The question is clear: can paid search be an effective tool for brand-building, or is it forever relegated to the realm of direct conversions?

The Funnel Debate

In classic marketing funnel diagrams, PPC is often placed at the bottom, targeting users with high purchase intent. Yet, many experts argue that this does not reflect the full potential of paid search. While it excels in driving direct sales, PPC can also influence top- and mid-funnel objectives, such as awareness and consideration.

Sophie Fell, director of Paid Media at Two Trees and a speaker at BrightonSEO, is a staunch advocate for this approach. She contends that PPC is wrongly confined to lower-funnel activities due to outdated attribution models like last-click attribution. “PPC can and should be used to drive top and mid-funnel objectives,” she insists, emphasizing the importance of viewing paid search as a versatile tool for all stages of the customer journey.

Community Perspectives

I ran a poll on this topic revealed divided opinions: 52% believe brand can be built using paid search, 31% disagree, and the remainder argue it depends on the context. Here are some key insights from industry experts:

1. Gareth Westhead (Marketing Consultant): Gareth differentiates between “brand” as a broad concept and “branding” as its visual identity. He argues that PPC impacts brand perception by shaping the customer journey. A poorly executed PPC campaign can harm a brand, while a well-aligned one can enhance it.
2. Alexander Gilburg (Search Account Manager at Ford DACH): Alexander points to evidence such as impression share and competitor campaigns as proof that paid search can drive brand awareness. Why else would brands invest in appearing for generic searches?
3. Rich Ingilby (Director of Growth Marketing at Headlight) and Chris Ridley (Head of Paid Media at Evoluted): Both acknowledge the potential for PPC to build brands but caution against its cost. Chris highlights the expense of maintaining a significant presence in competitive spaces.
4. Matt Daily: Matt suggests that generic search campaigns can create brand associations during the research and evaluation stages. Tools like Performance Max (PMax) and DemandGen can amplify this by displaying brand assets across diverse formats. However, he warns that the long-term sustainability of this approach is limited by cost and diminishing returns.

The Case for PPC as a Brand-Building Tool

Paid search has several characteristics that make it suitable for brand-building:

• Visibility: High impression share ensures your brand is seen by a broad audience, even if they’re not ready to purchase.
• Messaging Control: PPC allows precise targeting and messaging, enabling brands to craft tailored experiences for potential customers.
• Audience Insights: Platforms like Google Ads provide data on user behavior, which can inform broader branding strategies.

Challenges and Limitations

Despite its potential, building a brand through PPC comes with challenges. High costs and the need for sustained investment can deter brands, particularly those with limited budgets. Additionally, the impact of PPC on brand perception depends heavily on creative execution and alignment with other marketing efforts.

Conclusion

The consensus among experts is that while PPC can contribute to brand-building, it’s not a standalone solution. To succeed, brands must integrate paid search with other channels and adopt attribution models that reflect the full customer journey. As digital marketing evolves, the role of PPC in brand-building will likely continue to grow, proving its versatility beyond the bottom of the funnel.