Few of the questions to be asked before starting up BRAND campaigns;
1) Why are you doing the brand campaign?
2) Figuring out the purpose of your brand campaign?
Then, most common outcomes associated with Brand campaigns & why to measure online?
1) To attract new customers ( Analyze through New vs Returning visitors in analytics stats)
2) To share business value proposition or the USPs of your Brand ( Analyse through Visitors Loyalty or Recency in analytics stats)
3) To impress users about your uniqueness & increase your conversion goal (Analyze your goal value details in analytics stats)
4) To overcome your competitors through Share of Voice knowledge (Compare your metrics with the competitors and point out your strength & weakness)
More than What, try finding out Why to Bid on Brand Campaigns!!