With such a bewildering array of marketing options — digital and otherwise — we like to focus blog posts on actionable intel. Whether it’s a staff-written how-to or a link to somebody else’s smart idea, it’s news you can use in upping your marketing communications game.

October 4, 2017

Finding Google AdWords Success with Industrial and Manufacturing Companies

Having a hard time finding success with Google AdWords for an industrial or manufacturing company? Read our blog for some helpful advice!

Digital marketing can be challenging at times, no matter what industry you’re in. This complex, but important, function includes everything from content to website design. Google AdWords is one of the most difficult elements of digital marketing — especially for industrial and manufacturing companies. But it can also be one of the most rewarding when done right.

Finding the right buyer in a niche industry can feel like trying to locate a needle in a haystack, but your potential buyers are searching online just like everyone else. Staying in front of these interested customers is the best option for turning potential leads into actual results.

Google AdWords provides a great path for finding these potential customers, but does it translate to sales? Read further for a closer look.

Mastering AdWords For Industrial Situations

For those who may not be familiar with Google AdWords (also referred to as pay-per-click or PPC), it’s a method of reaching the exact people looking for your product. Using keywords, companies are able to put their ads at the top of specific users' Google search results, and only pay when their ads are clicked on.

You can see how this would be convenient for a number of businesses, including mass consumer service providers and ecommerce stores. However, it’s understandable to be wary about trusting it for large manufacturing items like custom boilers for a power plant. But fear not — we’re here to tell you it’s just as effective!

Here are some key things to know about AdWords to have an effective campaign:

  1. Based on keyword research, understand what your target market is searching for — and how they use the Internet.
  2. Create a plan involving ads, ad groups and campaigns.
  3. Design audience-specific ads that will engage potential clients.
  4. Develop landing pages for your ad groups for an optimal experience for all.
  5. Track and analyze your results, and use this information to improve the campaign moving forward.

Of these key points, we would encourage manufacturing and industrial companies to especially focus on steps 1 and 5. Many buyers in these markets will use broad Google searches for basic information. This allows for a more lenient keyword strategy compared to other Industries.

Tracking and analyzing results is important to know what’s working and what could be improved or even discarded. Having the ability to manage results really puts the power in your hands. Industrial service companies see an average conversion rate of 2.58. This number represents the percent of people who actually take action after clicking on an ad. The simple act of reviewing and adjusting campaigns allows us to exceed this number and set our clients’ campaigns apart from their competition.

Making AdWords Work For You

Just like snowflakes, no two companies look the same. This means that creating a digital strategy for your company will require some creativity and practice. There are many different parts to digital marketing, and AdWords is simply one piece to the puzzle. We recommend using multiples angles to capture the interest of potential customers and increase your client base.

It would be beneficial to most manufacturing and industrial companies to use AdWords as a short-term method of acquiring leads and increasing sales while other digital campaigns are being developed. However, AdWords also can be effective as part of a company’s long-term strategy for increasing leads and sales.

No matter how your company chooses to use AdWords, it’s important to remember that it will be hard, you’ll need to stay updated and active with your campaigns, and the effort will make your investment pay off. Interested in pursuing this unique way of capturing interested customers, but still unsure about trying it alone? Contact us for more information on how we can help your company find its hidden fanbase.