Too many sites seem to fade into the background. Some owners just do not put any effort into differentiating their sites from any other in the same business, and so those sites just become part of the internet landscape. Then there are those sites that stand out, ready for potential customers to go to when they need the services or products that the site represents. Although they may seem ubiquitous, those sites usually have the advantage of pay-per-click branding going for them. This is an advantage any site can have.
PPC branding is not that hard to create. The problem is making full use of it. Too many businesses do a half-hearted PPC campaign that does not really do them any good. They see the limited ad space and either give just the basic information or call it quits after a mere month of trying it if they are not getting the response that they wanted. That inability to stick it out is usually the first problem — just like anything new it takes a little bit for the PPC campaign to stick. Be aware that once the campaign sticks, however, it can truly take off.
The limited ad space can be a major problem for PPC branding, especially for the smaller ads. Although the larger ads cost a bit more, they do allow the business to better define who they are and what they can do. That extra cost may be worth it, especially for a business that can not only afford it but also really wants to make its presence known. On the other hand, a business that focuses on a single product at a time or is just starting out can make do with a smaller ad space.
There are other considerations when it comes to PPC branding, of course. It is harder to place a larger ad for some services, as those offering the space prefer to break it up into smaller parcels. Some ad services do this in order to fill the space with more ads, as few people actually buy that amount of ad space. This has the unfortunate consequence of forcing most businesses to think in terms of the small ads rather than the larger ones. Nonetheless, this should not be seen as a bad thing, especially if you design your ad well enough that it stands out even among other ads.
The ability of pay-per-click branding to help define your business for others cannot be overstated. It is easy to dismiss the ads as small, but they do help others find your business. It is a matter of using the right keywords, but using those keywords to effect can virtually define your PPC branding by determining which sites the ads appear on. Ultimately the problem will be tweaking the campaign so as to better able the ads to show up on sites that you want it show up on. Tweak the ads and stay in the game, and PPC can help your branding.