Setting Up PPC for a New Product With Zero Brand Recognition

BacklinkHatX

BacklinkHatX

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I’ve got a completely new product I’m launching and I’m debating the best way to approach PPC when nobody has heard of it yet. Since there’s no brand recognition, I’m unsure whether to go broad with awareness campaigns first or try to target bottom-of-funnel keywords right away.
For those who’ve run PPC on brand-new offers, how did you structure your campaigns? Did you start with display/video for reach or go straight into search intent keywords? Curious to hear what’s worked and what mistakes to avoid.
 
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When I launched a product with no history, I started with competitor keyword bidding. It gave me traffic from people already interested in similar solutions and I didn’t waste money trying to create demand from scratch.
 
Don’t burn your budget on awareness if you don’t have a solid funnel. Test search campaigns on very specific problem-solving queries, then later expand into display/YouTube once you know what messaging sticks.
 
I had success using Facebook lookalike audiences built from an email list I scraped together before launch. It gave me a decent start while my search ads were still fighting low QS.
 
Try pre-launch buzz with content or a freebie, then push PPC after you’ve collected some emails. Running PPC into a cold brand is expensive unless you have deep pockets.
 
Mix it up — small budget on Google search for high-intent, and a small test budget on TikTok/Meta just to see if people even engage with your offer. You’ll find your angle much faster this way.
 
I use time-based remarketing lists — one set of ads right after purchase (cross-sell/upsell), then another set 30-60 days later with a repeat purchase offer. Keeps customers coming back on a cycle.
 
My last new product launch taught me that even zero brand can convert if your ads hit exactly the problem your audience feels right now
 
BacklinkHatX said:
I’ve got a completely new product I’m launching and I’m debating the best way to approach PPC when nobody has heard of it yet. Since there’s no brand recognition, I’m unsure whether to go broad with awareness campaigns first or try to target bottom-of-funnel keywords right away.
For those who’ve run PPC on brand-new offers, how did you structure your campaigns? Did you start with display/video for reach or go straight into search intent keywords? Curious to hear what’s worked and what mistakes to avoid.
Click to expand...
Kick off with awareness (display/video) to generate interest, then refine with search intent as you gather insights.
 
I wouldn’t recommend wasting your budget on awareness campaigns right away. It’s better to start with Meta/TikTok and create relevant content. Focus on crafting high-quality content that highlights the problem and provides solutions. Remember, the first 2 seconds are crucial on platforms like Meta and TikTok. Also, once you start, make sure to set up remarketing on all major platforms, including Meta and Google.
 
New products perform best when you test intent-based keywords first, then scale with awareness ads once you know which audiences actually convert.
 
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