Prevent Damaging Your Brand with Paid Advertising Best Practices

Even when you are running paid advertising campaigns, you should be thinking about establishing and maintaining your brand. Following some of the best practices for pay per click marketing helps improve your ROI and it also instills confidence in shoppers at the same time. However, when things go wrong with your campaigns, not only does it hurt your chances of converting a sale, it also can hurt your brain and confuse your potential shoppers. Here are 3 tips for paid advertising to help maintain your brand.

1. Be Consistent with Your Messaging: Continue that headline from your paid ads on the landing page. If the messaging is not consistent then visitors who clicked through might feel lost, but they can also lose faith in your brand and feel like you don’t deliver on the promise of the message in the ad. This can especially be the case if the paid ad offered a discount with no instruction or mention of how to get that discount.
2. Manage Affiliate Relationships: Part of dealing with affiliates is managing a large amount of other people or companies. If they do the wrong thing by sending unsolicited email in your name or post your affiliate ads on shady websites, it can hurt your brand.
3. Tasteful Retargeting: Now that retargeting has become a popular form of paid advertising, there is always a risk that targeted visitors will misunderstand the function of retargeting and feel like they are being “stalked” by you online. Make sure to adjust the retargeting level to be tasteful and don’t overdo it.

Of course, these aren’t the only ways that a brand can use best practices to avoid a negative reputation. Keep things in check by constantly monitoring your brand, your ads, and measuring customer sentiment. Keep up with trends, regulations, and new technology by reading industry news.