In digital marketing, a common belief is that everything can be measured – click, conversion and ROI.
Many advertisers believe that brand awareness is unnecessary and enough to run alone display marketing sales.
After all, the brand awareness campaign does not always produce immediate traffic or conversion that appears in analytics.
Their effects emerge over time, making them harder to measure them compared to performing campaigns.
However, it looks at an important factor: the brand strength performs as a multiplier for marketing effectiveness.
A well-known brand advertisement enhances clicks clicks (CTRs), reduces cost-paste (CPC), improves conversion rates, and eventually increases profitability.
This article shows:
- How a recognizable brand performance increases marketing results.
- Why brand awareness allows businesses to sell more on high margins.
- How many marketing levers work together to run business development.
- Why the neglect of brand investment can limit long -term success.
By the end, you will see why strong branding is not just a “good-to-hive”-this is a major driver of marketing efficiency and profitability.
High brand awareness means a high CTR
Users are more likely to click on advertisements of famous brands that develop positive associations.
This idea is widely discussed in marketing, although reliable studies directly prove that it is rare.
However, many observation support this claim.
For example, remarcating campaigns using search advertisements often show high CTRs to return to users.
Although it is difficult to separate brand awareness as the only factor – since market competition and other variables also play a role – user behavior analysis provides indirect evidence.
It would be almost impossible to conduct a reliable random controlled test (RCT) in this context.
Even if some users click on advertisements without much idea (eg, on social media), many advertising materials and destination make their decisions on the URL.
For search advertisements, an important part of users consider the destination URL displayed.
I conducted a short survey (142 respondents, not representatives) and found that 86% of the users pay attention to the website URL before clicking the Google search result.
This suggests that the famous brands receive high CTRs in the discovery made.
High CTR means low CPC
In the Google advertisement ecosystem, advertisers do not pay a fixed rate for clicks.
Instead, Google's auction system considers the quality score, where a high score results in a low CPC.
Since CTR is an important factor in quality score, advertisements with high clicks rates are usually benefited from low CPCs.
Why does this happen?
From Google's perspective, the revenue remains the same whether 1,000 impressions generate 200 clicks on $ 1 or $ 2 each on each 100 click each – both total $ 200.
Therefore, an advertisement with CTR can get half CPC.
While CTR is important, other quality score factors – such as landing page experience – also play a role, further in favor of strong brands.
Digging deep: How to make your Google advertising brand campaign more efficient
High brand awareness means high conversion rate
Many studies confirm that brand awareness positively affects conversion rates.
A well -known brand reduces consumer hesitation by strengthening the product quality and confidence in the reliability of the seller.
Strong brands attract loyal customers, enjoy a good reputation (among experts), and create desirable – significantly increase the possibility of purchasing compared to non -recognized options.
Strong brands get high margin
Unlike low-minded contestants, strong brands are not forced into value competition.
Customers rely on their quality and reputation, which they are ready to pay more.
It can be sold at high prices to branded products, increasing the profit margin per unit.
High prices also accelerate margin growth.
For example, if the cost of a product is $ 100 with $ 20 margin, the price increases by increasing the price 10% ($ 110) – an increase of 50% in earnings sold per unit.
High CTR means more sales
With high CTR, the same campaign provides more traffic.
This conversion increases and high overall margin – more conversion is powered by values and a large customer base.
Better CPC and CTR, conversion, and margin means high roas/poas
All campaigns in low CPC, high conversion rates, and increased conversion values improve profitability.
While each factor contributes individually, their combined effect is multiplier rather than adative, enhancing overall efficiency.
For example, if the CTR and conversion rate doubled and the product margin has increased by 50%, then the profit per sales gains six times (2 x 2 x 1.5 = 6).
If the ad spending remains unchanged, high CTR (and the same increase in clicks) is balanced by a proportional CPC deficiency, resulting in a six -fold increase in POAs (profit at AD spending).
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Unsign Effect: High Advantage through Operating Opportunity
As an increase in sales, Ebitda (earnings before interest, taxes, depreciation and refinement) and operating benefits usually grow at a higher rate.
This is because the fixed cost remains stable regardless of the amount of sales, causing them to reduce revenue and make them less important.
For example, consider a store with $ 30,000 in monthly sales and a fixed cost of $ 20,000, resulting in a profit of $ 10,000.
If the sales are doubled from $ 60,000, the fixed cost remains unchanged at $ 20,000, which gives a profit of $ 40,000.
In this case, the two -fold increase in sales increases the operational profit by four times – an impact known as the operational length.
Large -scale advertising and even more profits
As advertising expenses (ROAS) and improvement in profitability, companies can invest more in advertising – such as increasing PPC dialects or expanding new platforms.
The high advantage enables them to bear raids and clicks at pre -unprofitable prices, transferring optimal gains and points of neutral marginal revenue to a higher level.
This advantage allows strong brands to pay high CPCs, while profitable remains, further expand the presence of their market and push advertisements of less reputed competitors to lesser positions.
As a result, they achieve even more sales volume, margin and profits.
How does this translate into numbers?
A strong brand performance increases marketing efficiency, leading to more aggressive media purchasing and increasing significant revenue and profit growth.
But how important is it?
Let's analyze possible changes using sample data.
For a strong brand, we believe:
- CTR Doubles.
- Conversion rate doubled.
- The price of the unit rises from $ 800 to $ 1,000, increasing $ 200 to $ 400 (one double increase) per transaction.
- The fixed cost remains $ 80,000 (10%of revenue for the “no-name” company).
The table below compare the company's revenue in three scenarios:
- Without a brand (column 2).
- With a strong brand (column 3).
- With a strong brand plus expanded advertisement (column 4).
In this example, branding led the increase in revenue and 316 times the increase in profit-inspired by an increase in advertising investment on a large scale.
However, as shown in the final column of the table, a company without a brand will suffer operational losses if it attempts to scale the performance marketing in the same way.
In contrast, a strong brand can bear aggressive marketing, pay much more for traffic, and still increase its profits.
The figures in the table were selected for clarity.
Nevertheless, even small differences in efficiency between branded and non-branded products show how brand awareness is displayed:
- Increases revenue.
- A highly profitable business replaces a barely profitable or loss -making company.
If you want to test how different price results affect the results, you can detect simulation in this Google spreadsheet:
- https://docs.google.com/SPREADSHEEETS/D/13eqmw2EKGTHIEMGTHIEMGEXDCG7QYNGQMYZK7QMYZK7QLATMBVVOLV0/EDIT? (Create a copy to modify the values.)
A famous brand generates direct traffic
The previous calculation is not yet responsible for another major benefit of a strong brand – adequate direct traffic.
Brand awareness motivates users to visit a website directly, either by typing your address in your browser or by clicking on branded search results, whether organic or paid.
These trips usually change at higher rates than traffic from marketing campaigns, as they come from users with strong intentions.
As a result, direct traffic can generate significant revenue without any additional investment.
In the earlier example, the revenue will increase by $ 41.6 million, considering a 30% increase in sales from direct traffic and the profit will be $ 10.16 million – compared to just $ 20,000 for the company without a strong brand.
Brand stops investing in marketing
Simulation clearly shows that recognition and belief as a brand receives a multiple-leverage effect.
High CTRs, better conversion rates, ability to increase prices, and more aggressive advertising all drives – further promoted by direct traffic from loyal customers.
A famous brand also provides additional benefits, such as spontaneous media interests, easy press placements, and strong interaction power in suppliers and job markets.
The growth of the brand comes with challenges, such as combating fake and managing reputation risks-issues that rarely faces low-term companies.
While simulation assumes that fixed cost remains unchanged, significant expansion will essentially lead to high expenses.
However, these additional costs are far from the benefits.
Investment in brand awareness:
- Gives average return returns.
- Performance improves the efficiency of marketing.
- Unlocks unavailable development opportunities for weak brands.
He said, the manufacture of a brand is more than running only advertising (performance, video, TV, outdoor, etc.).
This requires a harmonious, strategic approach contained in the audience's insight, strong message and creative execution.
Just showing a “big logo” everywhere will not build a brand – no matter how many times people see it.
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