In the world of digital marketing (especially when you are working at an agency), a recurring challenge is how to convince clients of the value of branding campaigns when they are primarily focused on performance metrics.
When operating on a limited budget, the majority of it will go towards performance campaigns. If you do get the chance to run branding campaigns, you typically end up with the client asking about ‘the ROAS on that specific YouTube Branded campaign’. That’s because the client is still measuring the success of branded campaigns using performance KPI’s.
Branding is often perceived as intangible and difficult to measure – particularly when compared to the clear-cut metrics of performance marketing. In this article I offer an option that should convince your performance-minded clients to run branded campaigns.
Why do we want to run branding campaigns?
Let’s start with the main question: why branding? Why do we need branding campaigns in the first place? Performance marketing relies on metrics like conversion rates, and return on ad spend (ROAS) to demonstrate success. These KPIs are straightforward and can be directly linked to revenue.
Branding, in contrast, focuses on metrics such as awareness, share of voice, and customer sentiment. These factors are crucial, but are not as easily quantified in terms of immediate financial return. This discrepancy can make it difficult to justify branding investments to clients who prioritize short-term gains.
Branding is, however, essential for long-term success. It helps businesses build recognition, trust, and loyalty. A strong brand presence not only supports performance campaigns but enhances their effectiveness. Because branding doesn’t directly translate into immediate conversions or clicks, however, its benefits are often underestimated or overlooked. By integrating branding into a measurable framework, you can provide clients with the data they need to see its true value.
There is abundant research to show performance marketing alone will not allow you to reach your potential (mainly because it means you are focussing on the so-called ‘in-market’ audience). This article, however, will focus on the geo-split test way of working.
Introducing Geo-Split Testing: A Solution to the Measurement Dilemma
Geo-split testing offers a structured way to measure the impact of branding campaigns within a PPC framework. By dividing your target market into two geographically distinct regions—one exposed to the branding campaign and the other serving as a control—you can observe the differences in performance over time. This method allows you to isolate the effects of branding and present clear, data-driven insights to your clients.
How to Set Up a Geo-Split Test for Branding Campaigns
So how does this method work? Start with four clear steps:
- Select Comparable Regions: Choose two regions that are similar in terms of demographics, market behavior, and competitive landscape. This ensures any differences in outcomes can be attributed to the branding campaign rather than external factors.
- Establish Baseline Metrics: Before launching the branding campaign, collect data on relevant performance metrics such as branded search volume, direct traffic, and overall share of voice in both regions. These will serve as your control benchmarks. Be sure to look at those metrics from competitors as well. You might see a big increase in your test. If your competitors are also enjoying an increase, it could be due to an increase in the local market.
- Launch the Branding Campaign: Deploy your branding campaign in the test region, ensuring the control region receives no exposure to the branding efforts. It’s crucial to maintain consistency across all other marketing activities to prevent contaminating results.
- Monitor and Analyze Results: After running the campaign for a sufficient period (usually several months), compare performance data from test and control regions. I normally focus on branded search volume, direct traffic to the website and share of voice. As before, don’t forget to look at your competitors’ metrics.
Once the data is collected, present the findings in a way that aligns with your client’s performance-driven mindset. Highlight ways the branding campaign has contributed to measurable improvements in key metrics. Explain how these results translate into long-term business value. For example, an increase in branded search volume indicates growing brand recognition, which can lead to higher conversion rates and customer loyalty over time.
What do you think about this way of working with branding campaigns?
We are still talking about branding campaigns, but with this way of working (the test and control group and the possible increase in the specific metrics) it still has a performance vibe around it. I’m seeing positive signals with this way of working among performance marketeers and clients (brands) as well.
Geo-split testing offers PPC marketers a practical tool for demonstrating the value of branding campaigns. By translating the often intangible benefits of branding into quantifiable performance metrics, you can make a compelling case to clients who might otherwise overlook the importance of brand-building. This approach not only helps secure budget for branding efforts but also supports the development of a more holistic and effective marketing strategy. Time to break that performance ceiling!
