Contents
- What are brand queries?
- The significance of brand queries
- Strategies to increase brand queries
- Example of successful promotion
- Interesting fact
What are brand queries?
Brand queries are search phrases that contain the name of a specific brand or product model. These queries are entered by users who are already familiar with the company and are interested in its products or services. Unlike general queries, such as "email newsletter" or "mailing services," brand queries indicate that the user has some level of familiarity with a particular brand.
The significance of brand queries
Analyzing the number of brand queries can provide valuable insights into:
- Brand awareness: A high number of queries indicates a strong level of brand recognition.
- Marketing effectiveness: An increase in brand queries often signifies the success of advertising campaigns.
- Competitive landscape: Comparing queries with competitors helps assess market positioning.
- Audience needs: Additional words in queries can help identify the interests and needs of the target audience.
For example, cafes and restaurants can use this analysis to determine in-demand services, such as delivery or special offers. At “Shokoladnitsa,” interest in the Lenten menu increases during Lent, which can also be tracked through brand queries.
Strategies to increase brand queries
To enhance brand recognition and grow the number of brand queries, marketers develop specific strategies, which may include:
- Launching a comprehensive advertising campaign using various channels, such as display advertising, outdoor advertising, targeted ads, television, and radio.
- Developing content marketing: maintaining blogs, publishing expert materials, organizing seminars and conferences.
- Utilizing PR activities: creating viral videos, organizing charity events, participating in major events.
- Conducting promotions and contests to draw attention to the brand.
- Actively developing the brand’s social media presence.
Example of successful promotion
The advertising agency MediaGuru implemented a comprehensive promotion strategy for the Dream Beach Club project, resulting in an impressive increase in brand queries by almost 9 times. The campaign involved the advertising networks of "Yandex," as well as ads on social media platforms like "VKontakte" and Telegram, as well as on news and entertainment resources.
Interesting fact
Sometimes, an increase in brand queries can be triggered by events unrelated to the companies themselves. For example, in 2020, TikTok users actively filmed videos featuring the "bloody peel" produced by The Ordinary, which led to a twofold increase in brand queries for this company. This highlights how viral trends can unexpectedly influence interest in brands.