SEO is a valuable tool that can increase online visibility and brand awareness and is part of a smart digital marketing strategy — but SEO is not always a guarantee. You can't buy or charm your way onto Google's top organic page results; instead, you must put in the time, create great content, be patient, and have a little bit (or a lot) of luck. This is why it might be wise for your manufacturing business to spend some money on PPC advertising.
Investing in pay-per-click or PPC advertising and
creating compelling ads can quickly place your manufacturing business on search
results pages (SERPs). But like with all things related to marketing your
business online, you must create an effective strategy — and put in the leg
work — to have your advertising dollars pay off.
What is PPC Advertising?
Pay-per-click, or PPC, advertising is a different type
of search engine optimization that lets you place ads in the list of results
for specific keywords in order to drive paid traffic to your website or landing
page to generate leads, sales, or another desired outcome from visitors. As the
name suggests, you only pay a fee for the ad when a user clicks on it. While
you can experiment with placing ads in many places, including on web pages,
social media sites like LinkedIn, or search engine results pages, today, we
will focus mainly on Google Ads.
What is Google Ads?
Google Ads is an online advertising platform that lets
you create and display ads on Google's search engine results page (SERP) and
other Google properties. With Google Ads, you can easily create and target ads
to customers actively looking for goods or services associated with your
company.
Benefits of PPC and Google Ads
PPC advertising can help you reach a wider audience,
gain a competitive advantage, and grow your business. One of the biggest
advantages of PPC advertising is that you can create highly targeted ads
specific to your products or services and focus on reaching your ideal
customers.
PPC advertising can help you broaden your reach and
gain a competitive advantage by appearing at the top of search engine results
pages. This is especially important for small custom manufacturing businesses,
as you may not have the resources to compete with larger, more established
players in the market in terms of SEO. But, by using targeted keywords and
compelling ad copy, you can ensure that your ads are visible to potential
customers looking for your products or services.
9 Steps To Follow To Create an Effective PPC Campaign
PPC advertising can be a powerful way to improve your
brand recognition, reach a wider audience, and grow your business — but to be
truly effective, it is crucial to understand which keywords to target and how
your different buyer personas might search online.
Follow these 9 steps to implement an effective PPC
campaign:
1. Identify your target audience: Determine your ideal
customers and what keywords they might use to search for your products or
services.
2. Set your goals: Determine what you want to achieve
with your ads, such as driving website traffic, generating leads, or increasing
sales.
3. Choose your campaign type: Select the campaign type
that best aligns with your goals, such as search ads, display ads, or video
ads.
4. Create your ad groups: Create ad groups organized
by theme or keyword within your campaign. This will help you create more
relevant ads that resonate with your target audience.
5. Craft compelling ad copy: Write engaging ad copy
with a clear value proposition and a strong call-to-action. This will help your
ads stand out and encourage users to click through to your website.
6. Set your budget and bidding strategy: Determine how
much you want to spend on your ads and choose a bidding strategy that aligns
with your goals.
7. Launch your campaign: Once you've created your ads,
set your budget and bidding strategy, and completed your targeting, launch your
campaign.
8. Monitor your performance: Use Google Ads' reporting
and analytics tools to track your performance and adjust as needed. This can
include changing your targeting, bidding strategy, ad copy, and budget to
improve your results.
8. Continuously optimize your campaign: As you gather
more data on your campaign's performance, make ongoing optimizations to improve
your results. This includes testing new ad copy, targeting options, and bidding
strategies.
Overall, PPC Advertising and Google Ads are powerful
tools to help you reach potential customers at the exact moment they are
searching for products or services related to your business and to drive
targeted traffic to your website.
Stay tuned for the next installment in our Marketing
for Manufacturing series, where we will share 10 tips to revamp your website to
make it more effective.