Speaker 1: We already know that brand awareness is the practice of making as many people as possible familiar with your brand and products. Good brand awareness campaigns give meaning to what you're selling and give your target audience a reason to purchase from you. But how do you track the growth of an audience's familiarity with your brand? It's hard with just a single metric, so that's why we're sharing six ways to help you measure your brand awareness efforts. Let's get started. One, website traffic. This refers to tracking the overall impact that your campaigns have on driving traffic to your website. This includes direct traffic, where users type in your URL without clicking on a link, and net new traffic, which is the number of new people who come to your website in a given period of time. If the number of people coming to your website increases, then theoretically more people are aware of your brand and are more likely to buy from you. Two, branded search volume. Branded search refers to searching for a brand rather than typing in the whole web address. For example, searching AdRoll in the search bar instead of typing www.adroll.com is an example of a branded search. People couldn't search for your brand name if they're not aware of it, right? The theory is that if more people are searching directly for your brand or product, then more people are aware of you. Three, brand mentions. Brand mentions refers to mentions of your product, brand, or services in the news, on social media, and in industry publications. The core of brand awareness marketing is to get people talking about your brand. Tracking what and how often people are talking about you is an integral part of measuring any brand awareness efforts. It can also give everyone in your organization vital information about future products and marketing campaigns. Four, social media engagement. One step further from tracking what and how often people are talking about your brand is that you can keep track of metrics on social media, like likes, comments, shares, retweets, video views, and more. Speaking of which, make sure to like this video and subscribe to the AdRoll YouTube channel. Depending on your industry, word of mouth can drive up to 29% of your conversions. Social media is a key place for marketers to monitor and even start those conversations. These social metrics and others allow you to get a basic idea of how people are engaging with your brand online and how often your brand is part of the conversation. Five, video metrics. Video is a big part of many brand awareness campaigns, and video ad spending is only expected to increase in the future. How much of your video is viewed, how often it's shared, total comments, and click-throughs are all ways to measure success. Video is a powerful medium that helps keep your message at the top of your audience's mind, so it's important to create your videos around the metrics of success you plan to track. Sixth and finally, full funnel attribution. Brand awareness efforts sit squarely at the top of your sales funnel. By introducing more quality leads into the funnel, you effectively increase the number of potential conversions for your business. Tracking your customers' entire journey and the steps they take along the way gives you a good idea of what's contributing to your success, even if it's not providing immediate conversions. There's a common misperception that brand awareness is a soft campaign goal. We disagree. If you're interested in diving deeper into these topics, be sure to check out our blog post, which is linked in the description below. If you enjoyed this video, give it a like. If you want to see more content like this, make sure to subscribe to the AdWorld YouTube channel. And lastly, if there's anything that we missed or you have a suggestion for a topic in the future, definitely leave us a comment below. Thanks for watching.