If you’re a manufacturing company, you know how difficult it can be to find qualified leads. Unlike other industries, manufacturing companies are competing for a relatively small pool of buyers and typically operate in a narrow niche. So is Google Ads an effective marketing strategy for industrial companies?
The short answer is yes.
However, before you start throwing money at an Adwords campaign, it’s helpful to understand what a PPC strategy for a manufacturing company might look like. But before we get into the details, let’s explore the benefits of a Google Ads campaign for industrial companies.
Benefits of Google Ads for Manufacturing Companies
Your customers come to your website for information about you, your services, and your contact info. What’s more, if they’re dealing with an infestation, they likely want an appointment ASAP. Make things easy for them by building an informative, user-friendly website. There are some great tools out there to help you DIY your website, but some things are worth turning over to professionals. Consider hiring a web designer and copywriter to help you build a sleek website. Another option is to hire a marketing agency that offers web design services.
Benefits of Google Ads for Manufacturing Companies
Unlike SEO, which brings traffic to your website via organic searches, Google Ads allows you to occupy a spot at the top of the search results page to generate more leads. You’ll pay each time a user clicks on the ad, which is why these campaigns are often called ‘pay-per-click,” or PPC for short. Here are a few reasons Google Ads is a great marketing strategy for manufacturers.
Precise Audience Targeting
Google Ads allows you to specifically target qualified leads. For example, if you’re a manufacturer of high-end furniture and your typical customer is an interior designer, you can use that information to define your target audience.
Fast Results
While SEO is great for the long-term, Google Ads allows for lightning-fast returns. After all, it allows you to target customers who are ready to make a purchase—no lead nurture involved. You can’t ask for a more straightforward marketing strategy than that!
Detailed Reporting
The beauty of Google is that there’s not much guesswork involved—the data is at your fingertips! That means you can constantly assess your campaign’s performance and make improvements quickly. What’s more, the data from your Google Ads campaign can be used to inform the rest of your marketing strategy.
How to Get the Most Out of Your Google Ads Investment
Now that you understand the immense value that Adwords provides, let’s look at how a Google Ads campaign might work for your manufacturing company.
- Learn About Your Customers
The first step is always customer research. You can use Google Analytics to glean valuable info about your current customers and use it to inform your Adwords strategy. The more you know about your customers, the better you’ll be able to target them via ads.
- Research Your Keywords
Next, you’ll need to zero in on the keywords that you’ll use for your PPC campaign. For a high ROI, consider using highly-specific, long-tail keywords. For example, instead of “luxury furniture,” opt for “luxury wood furniture suppliers near me.”
- Create Beautiful Landing Pages
You’ll need great landing pages to drive conversion. Build a stunning landing page and hire a copywriter to write compelling copy. You’re paying for leads, so make sure you do everything you can to keep visitors in the sales funnel.
- Bid Strategically
Once you’ve set up your landing pages, it’s time to start bidding. You may choose either an automated or a manual bidding strategy depending on your goals, and each has its own benefits and use cases. Take some time to learn about bidding before starting your campaign.
- Target Your Customers with Clear, Clever, Eye-Catching Ad Copy
You only have a split second to reach users. They’ll skim through the search results at lightning speed before deciding which page to click, so make sure you’ve created an ad with clear, eye-catching copy. The goal is to tell users that you have what they’re looking for.
- Use Data to Track Performance
You’ll need to keep your finger on the pulse of your ad campaign. Thankfully, Google Ads can offer a ton of insight with clear, easy-to-understand reports. Check in regularly to go over the data and find out what’s working and what can be improved.
Final Thoughts
Industrial companies have traditionally relied on word-of-mouth and traditional advertising. But in the digital age, there’s no reason to stick to the old ways of doing things. Businesses of all types—yes, even manufacturing companies—can benefit from Google Ads campaigns.
Pay-per-click is easy to quick to set up and offers a high return. So if you’re wondering whether a PPC campaign is right for your manufacturing company, the answer is yes! Don’t let your competitors beat you to the punch—start your PPC campaign today.If you’d rather put your Adwords campaign on autopilot, Wedgewood Marketing can help. We’re a Charlotte-based digital marketing agency specializing in Google Ads, SEO, and social media marketing. Book a free audit today to get the ball rolling on your next PPC campaign!
