In this article, we will discuss the five key elements of a successful PPC campaign for manufacturers and how you can set each one up for maximum leverage.
Are you struggling to make your manufacturing company more competitive amidst all the current challenges in the market? If so, you may want to consider running a PPC campaign.
Pay-per-click (PPC) campaigns are one of the best marketing tactics that manufacturers can use. A type of digital advertising, PPC ads allow advertisers (like your manufacturing company) to display your website on search engine result pages (SERPs) when people search for certain keywords that are relevant to your business. The fee you’ll pay for the ads is based on the number of clicks to your website or landing page, making PPC cost-effective: you get what you pay for.
In this article, we’ll take a look at the five key elements of a successful PPC campaign for manufacturers and how you can set each one up for maximum leverage.
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Benefits of PPC Advertising Campaigns to Manufacturers
As a manufacturing company, you have a lot of rivals: around 600,000 just in the U.S., according to IBISWorld. Although no two manufacturers can possibly offer the exact same products, there’s no doubt that getting buyers to know, trust, and then buy from your company instead of others is no easy feat.
Luckily, PPC ads are available to help you achieve these objectives. PPC ads are shown on SERPs along with the top organic results, thus attracting more users to your website. As anyone who knows digital marketing would tell you, the more targeted traffic you drive to your site, the better the outcomes are likely to be for your business.
In this manner, PPC ads work in a similar way as traditional ads: for example, the more people see a TV commercial for a brand, the more likely they’ll gain new customers and keep their existing ones. In the digital marketing world, the more users see your PPC ads, the more visitors you’ll get on your website (or landing page or whatever you linked your ad to), which means more people you can potentially turn into customers.
For your manufacturing company to have effective PPC ads that will bring in the greatest number of high-quality leads to your site or landing page, you need to know and optimize the five key elements of a successful PPC campaign.
PPC Ads For Manufacturers - Key Element #1: Keywords
Choosing the right keywords is crucial to the success of PPC campaigns for manufacturers.
You need to identify the most relevant keywords or phrases to your specific industry and the products that you develop. You need to perform keyword research and competitive analysis to find out which keywords are most suitable for your PPC campaign. This process may be time-consuming but it’s very important. If your manufacturing firm doesn’t have enough bandwidth to take on these tasks, you can enlist the help of an experienced PPC management agency like Zero Company to help you.
Note, however, that choosing keywords before launching your PPC campaign is not enough. Your company may need to add keywords or remove low-performing ones to get the best outcomes. This means continuous monitoring and reporting of your PPC campaign’s performance and making the necessary changes as soon as possible.
PPC Ads For Manufacturers - Key Element #2: Offer
The offer that you present to users in your PPC ads is a key part of your PPC campaign. It sets you apart from other manufacturers and grabs the interest of your prospects.
Try to have an irresistible offer, one that provides real value to your target audience. Make sure that your offer is clear and easy to understand. Use layman’s terms and avoid technical jargon that only manufacturing companies know (or care) about. For example, instead of saying that your products are rated IP69 (which is a feature), focus on its benefit: say that it has the highest IP rating for both water and dust resistance, which means that they can use your product practically everywhere—from the beach to the desert!
PPC Ads For Manufacturers - Key Element #3: Copy
Next, it’s important to have a good ad copy for your manufacturing company’s PPC marketing campaign to be a success. Your ad copy should speak directly to your target audience and connect well to your offer. Make sure that it’s written in a positive and persuasive tone that will make people want to click on your ad to know more (or to order!).
By customizing the ad copy for your target market, you can get better clicks and a greater number of users to do exactly what you want them to do on your website or landing page. For every product and every buyer persona, it’s best to have a different ad copy that’s written specifically for each of them.
PPC Ads For Manufacturers - Key Element #4: Landing Pages
The main goal of PPC ads is to drive people to your company’s website or landing page, where you’ll turn those visitors into customers. Therefore, the design of your page, the content that’s on it, and how everything is organized are all very important in turning those clicks into customers.
Although you can point all of your PPC ads to a single page, we recommend creating separate landing pages for your ads to cater to different buyer personas or audience segments. Then, make sure that each page is designed specifically to draw and convert each of its intended audience with suitable information and media for each of the groups.
If you need help designing your landing pages, you can contact a PPC advertising agency like Zero Company.
PPC Ads For Manufacturers - Key Element #5: Bidding
Last but not least, managing keyword bids is crucial in PPC advertising. Your manufacturing firm needs to bid on the most relevant keywords to your business to make sure that your ads are shown to your target audience. The extra challenge here is that you need to bid competitively for your target keywords while staying within your budget. To do this, you need to have diligently conducted the steps we mentioned earlier: keyword research and competitive analysis.
By managing your bids carefully, you can increase your return on ad spend (ROAS). Knowing which keywords work best in attracting your target market will help you bid intelligently and get better results for your manufacturing company’s PPC campaign. This comes in the form of more and higher-quality leads clicking on your PPC ads. This is why setting up conversion tracking on your PPC campaign is critical. Knowing which keywords are leading to meaningful actions on your website will help you bid more effectively.
An Extra Key Element of PPC Ads For Manufacturers: Website Analysis
Apart from having the right keywords, an attractive offer, persuasive copy, a personalized landing page, and great bid management, there’s another important aspect that many manufacturing companies (and even some inexperienced PPC agencies) overlook: website analysis.
This key element of PPC campaigns involves using Google Analytics, SEMrush, Ahrefs, and other similar tools to track how users are interacting with your page. Through website analysis, you can figure out what’s working and what’s not, and then make changes to improve your PPC ads’ conversion rate.
Final Tip on Optimizing The Elements of PPC Ads For Manufacturers
There are multiple key elements that you need to get down pat to have a successful PPC campaign.
If your manufacturing company doesn’t have the resources to confidently invest your advertising budget in PPC campaigns, Zero Company can help. We have over 20 years of experience in providing PPC marketing and other digital advertising services to manufacturers and many other types of companies.
Contact our team of PPC advertising experts today!