While getting started with PPC Marketing is relatively straightforward, achieving ideal outcomes is far more complex, particularly in the manufacturing and industrial sectors. It takes some effort to lay a good foundation, but the result is well worth it. Below, we look at 6 ways to help you get started with PPC correctly.
Optimizing Your PPC Campaign
While Google's fast setup guide might be useful, there are a few more pointers we'd like to share with you so you don't blow your cash on preventable blunders. However, before you begin any paid marketing efforts, you should have a well-optimized website, defined objectives, and a clear understanding of who you're attempting to target. Metal stamping firms, for example, may look alike, but not all companies and websites are alike. Every website has a unique structure, keywords, and goals, so you must customize it to your company's individual requirements.
It is highly advisable to use segmentation when setting up campaigns. Segmentation is of importance because they allow advertisers to tailor their messaging to certain audiences and then gather targeted analytics. Campaigns and ad groups should be divided to be clear and succinct in their most basic form. Advertisers divide their audiences into groups based on keyword variants, device kind, time of day, geography, and even money.
2. Matching Up Ad Copy & Landing Page
It also helps when marketers target their content across platforms based on specific consumers, which includes utilizing the same language in ad text and landing pages. Your landing page is the web page that you're bringing these people to, and ad copy is the few lines of text that will capture their attention. As a result, you'll get a higher quality score and a better user experience.
3. Use Highly Relevant Keywords
Choosing the most relevant and successful keywords for your business is the key to targeting the appropriate audience. This involves not just a deep grasp of your company's products and services, but also some knowledge of how people look for them. Every term, like every search query, is distinct. Adjusting bids depending on KPIs and keyword performance is recommended practise. Your website, your rivals' websites, and the Google Keyword tool are all good places to start. When starting off, one piece of advice is to utilize highly focused keywords and match types. Your conversion rates will be greater if you choose more targeted keywords.
4. Choose Where & When You Want to Advertise
Google AdWords automatically displays advertisements in the United States and Canada by default. If your company can send items to any location, this may be sufficient. If not, you'll need to change your options. Another factor to consider is your budget: if you just have $500 or $1,000 per month to work with, covering such a large geographic area may be difficult. Your budget may be stretched extremely thin, forcing you to run your advertising for only a few hours every day. If that's the case, setting up geographic targeting for a certain region or city could be a good idea.
The majority of B2B leads arrive between 9 a.m. and 5 p.m. on weekdays. As the industry is full of early risers, many receive RFQs around 8 a.m. When you're just starting out, we strongly advise you to create an ad schedule. It's also a good idea to have leads come in when your company is most positioned to act on them from a marketing and sales viewpoint. Simply modify your daily allotment to account for the reduced number of days.
5. Add Negative Keywords
This is an essential point to remember while getting started with PPC. Negative keywords keep your advertising from showing up in searches that aren't relevant to you. Without negative keywords, a user's account will waste a lot of money on useless searches. Some negative keywords you should have to begin with include: free, cheap, and used. Be sure to utilize the large, apparent ones that might offer you a significant CTR edge through performance and testing.
6. Optimize Based On Performance & Testing
As related above, performance and testing should be used to optimize your PPC campaign. Depending on who your target audience is, they may prefer to search on a mobile device rather than a desktop computer. Set up bid modifiers to make sure you're showing up on the correct device. Advertisers may adjust bids depending on location, device, and time via a bid modifier.
You shouldn't be scared to be adaptable. To evaluate alternative techniques, use A/B testing, and then change your PPC strategy based on the data and outcomes. Depending on the results you get, you'll want to modify your spending, targeting, and the tips we listed above. Optimizing is beneficial because it's all about maximizing your return on investment and directing relevant clicks to your website.
Utilizing these tips can help your manufacturing or industrial company get a greater return on investment from PPC marketing. Additionally, not only will you be saving money, but you would be getting more clicks! If you haven’t started PPC marketing, we highly encourage you to do so.