3 Ways Manufacturers Boost Sales with PPC and Google Ads

While it may seem like Google and pay-per-click (PPC) ads are only effective for consumer brands, they’re one of the most efficient ways to drive traffic and boost sales for your manufacturing business. In a competitive landscape, manufacturers can leverage PPC ads to get their brand in front of distributors to attract future partnerships and convert leads into buyers.

About 74% of brands agree that PPC and Google ads are major growth drivers for their business and it’s even suggested that companies will spend $137 billion on digital ads by 2022. In addition, since Google owns 92% of the global search market, you have a greater chance of investing your budget in a channel that will boost your ROI.

If you’re looking to scale your business with the right marketing strategy, Google and PPC manufacturing ads help you connect to new customers who are already searching for your products. Let’s look at how you can jumpstart your digital strategy with online ads today.

Key Takeaways:

  • PPC and Google Ads appear in search engine results based on your selected keywords.
  • Leads earned from PPC ads are generally high-quality and more ready to buy.
  • PPC works best along with other market strategies like SEO and content marketing.

Understanding PPC Ads for Manufacturers vs. SEO

When you create a PPC ad, you only pay when a user clicks on your ad. Your ad appears in the search engine based on the specific keywords people are already searching for and what you bid on in your campaign. Since Google is the most popular search engine, Google Ads are typically profitable among manufacturers compared to paid social ads or other PPC ad platforms from Bing, Yahoo! and others.

The Ultimate Guide to Digital Marketing for Industrial Companies

As you generate lead data from your ads, you can scale your ad campaign up or down to match performance. In this way, you can ensure that sales you receive from leads exceeds what you are paying for your ads, leaving you with a higher profit.

In comparison, SEO search results are organic results based on quality content and keyword optimization. It is free for any website to incorporate, and drives organic website traffic over time. However, it takes a dedicated strategy to be successful.

PPC Best Practices and Trends Infographic

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Top 3 Ways Manufacturers Boost ROI with PPC and Google Ads

While getting started with PPC and Google Ads may seem intimidating, the right strategy and messaging help you stand out against competitors. Here are three best practices to help you get started:

1. Target Late Stage Leads with PPC Advertising

Unlike organic marketing strategies like SEO and content development, paid search ads are a faster way to drive high-quality website traffic and introduce your brand to new distributors and customers. However, you’ll need to continuously optimize your ads to ensure you’re maximizing your return and not increasing bounce rates with unqualified leads.

As a start, you’ll want to target the right audience, with the right messaging, in their exact sales funnel stage. Many experts categorize the B2B sales funnel in five different stages:

  • Becoming aware of your brand
  • Developing an interest in your products
  • Evaluating the pros and cons of your offer
  • Intending to make a purchase
  • Finalizing the sale of a product

Since users are already searching for your products, you can often skip the first three stages of the funnel and jump right to the end with PPC ads. As a result, clicks received from your ads have a 50% higher chance of leading to a conversion than organic leads.

2. Customize Your Reach for the Best Results

Research shows that 65% of customers click on PPC ads and have a potential 200% ROI for your manufacturing business. However, with the average buyer seeing hundreds of online ads daily, it’s important to create targeted and optimized campaigns that capture quality clicks.

Keyword strategy best practices guide and brainstorming tips

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You can decrease low-quality leads and increase late-stage buyers through targeted keywords. For example, if you are an automotive manufacturer and use the keyword “engine,” you may rank for any search queries about engines. Instead, if you used long-tail, specific keywords like “6-cylinder engine for sale,” you are more likely to appear in the search results of those in the last stage of buying looking for a vendor.

3. Generate Immediate and Timely Results with Combined Tactics

While top SEO rankings take a long time to establish, it often leads to long-term returns through evergreen content and optimized keywords. Meanwhile, PPC ads will only continue to give returns if you continue to pay for them due to the pay-to-play strategy.

Instead of choosing one strategy over the other, it’s important to have a healthy balance of both. If you see a dip in SEO results, you can run a PPC ad for similar keywords to attract visitors during that time. Then, once your SEO clicks return, you can stop your ad with that keyword and test new messaging. In this way, your revenue won’t take a hit even if your organic rankings do.

Because your ads are customizable, you can choose when they run. For example, if you are selling industrial goods to large distributors, time your ads for business hours during the workweek when decision-makers are more likely searching and making purchases.

Develop Omnichannel Strategy to Close More Sales

If you want to see a significant return from your ads, you need quality content to back up any claims you advertise. With about 72% of marketers believing that content marketing increases engagement, you can develop dedicated landing pages, blogs, e-books, and more to demonstrate your credibility, build trust and convert visitors.

The best way to drive traffic to your website and increase sales is by combining tactics. While PPC and Google Ads have many great benefits, they aren’t a standalone marketing strategy for your manufacturing business. Instead, implement an omnichannel approach with paid ads, SEO, content marketing, and more.

Get up and running with your PPC or Google Ads campaign with the help of our manufacturing marketing experts at Shanahan Strategy Inc.

How About a Conversation?

You know the results you want. We know how to achieve them. Let’s talk to see if we’re a fit. This is what we help industrial marketers navigate every single day. 

The initial consultation is free.  If you’re thinking, “this is exactly what we need,” then let’s talk. We want to hear about your goals and frustrations. If there’s an opportunity to work together, great. If not, we’ll point you in the right direction. Get in touch or request a consultation.

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