PPC advertising helps manufacturing companies build visibility, grow leads, and increase sales. Learn expert strategies to use, mistakes to avoid, and how to pick a PPC agency.
Here, you’ll find:
- How PPC works in the manufacturing industry
- Advantages of PPC for industrial companies and manufacturers
- Expert PPC advertising tips for the manufacturing sector
- How to set up a PPC campaign on Google Ads
- Picking the right PPC platforms for manufacturers
- Costs of PPC for manufacturers
- Common PPC pitfalls for manufacturers to avoid
- Key PPC terms every manufacturer needs to know
- Checklist for an effective manufacturing PPC campaign
- How to choose a PPC agency for manufacturing businesses
Let’s face it: Selling in the manufacturing industry is harder than ever.
Many manufacturing companies have been slow to adapt to the increasingly always-on, digital-first preferences of the modern B2B buyer.
Reaching buyers on the right channels with the content they need, when they need it feels impossible. And the typical B2B buyer gets 70% of the way through the buying process before they reach out to a manufacturing company.
With many manufacturing companies slow to adopt a modern, omnichannel marketing approach, it’s no wonder many marketing companies struggle to reach and convert their ideal clients.
If you’re investing your marketing budget into Google Ads campaigns but not getting engagement, this post is for you. We’ll highlight key optimization strategies for making powerful ads to drive clicks and conversions.
Let’s dive in.
How PPC works in the manufacturing industry
In the manufacturing industry, PPC advertising — not to be confused with production planning and control — is a method of digital marketing. For this method, you pay a small fee every time a user clicks one of your ads.
PPC is a pay-for-performance model: it ties ad costs to measurable results. You don’t pay to publish your ads — you pay for engagement. A great choice for small businesses and large corporations alike.
The most effective method of launching PPC ads is designing a campaign. A PPC campaign is a coordinated and cohesive effort to promote a product or service using pay-per-click ads.
To craft a productive campaign, optimize your ads by:
- Choosing targeted keywords relevant to what your customers may be searching for
- Bidding on keywords in an ad auction
- Crafting compelling and clear ad copy
- Routing clicks to a helpful and personally tailored landing page
- Analyzing performance data on the campaign
Most traditional advertising models are generic. PPC’s advantage for the manufacturing industry is its precise targeting and incredible data analysis.
You’ll only pay for clicks from users interested enough to engage with your brand further. So costs are directly proportional to results, so no blowing your marketing budget on out-of-touch campaigns.
Optimize your PPC campaign and track results once it goes live for unmatched visibility and conversion potential.
Ready to take your manufacturing business to the next level? HawkSEM’s PPC expertise can amplify your marketing ROI and grow your customer base. Reach out today for a consultation.
Advantages of PPC for industrial companies and manufacturers
PPC is advantageous for manufacturers seeking growth and increased profits.
Here’s how PPC can benefit industrial businesses:
- Precise ad targeting: PPC allows you to dispatch ads to your ideal manufacturing clients. You can target ads by various factors, including targeting location, timing, occupation, interests, and more. Forecasting your sales is easier after recognizing the targeted groups your buyers are in. PPC connects you with the right people — whether you specialize in raw materials or developed products.
- Speed: Unlike organic search, which can take months to yield results, you can launch PPC campaigns rapidly and optimize them in real time. That means manufacturers can respond swiftly to market trends, supply chain shifts, or changing objectives of production planning.
- Budget control: With the performance-based pay model, PPC enables your company to set specific spending allocations and ensure your marketing strategy aligns with your company’s financial objectives.Budget control is essential to running a profitable manufacturing operation. Since PPC campaigns are fully digital, you won’t have to worry about inventory control of marketing materials.
- Measurable analytics: PPC campaigns offer a wealth of data. You can track and analyze how your campaigns work at every point of the sales journey.
Analysis is key — so don’t skip it. Make sure your keywords and audience segments perform optimally. Building a comprehensive digital marketing strategy with PPC marketing can boost visibility and ROI. That was our approach when during our collaboration with Siemens.
As a fast-growing company, Siemens needed to bring focus and clarity to its digital marketing efforts. So, we developed an educational, value-driven strategy. It significantly boosted exposure, traffic, and market share from organic search – while achieving top rankings for keywords it wasn’t ranked for. Learn more about HawkSEM’s collaboration with Siemens here.
Expert PPC advertising tips for the manufacturing sector
PPC advertising requires a nuanced strategy tailored to your target customer. End clients and distributors require different approaches, so your strategy must align with who you want to reach.
For end clients, showcase how your products deliver direct benefits like cost savings, efficiency gains, and innovation. Craft ads that speak to client pain points and position your manufacturing solutions as the remedy. If manufacturing processes are difficult to understand, use clear language to communicate with your potential clients.
For distributors, highlight your strengths in production management. Emphasize your supply chain strength, procurement process, production scheduling reliability, and production capacity. Distributors must trust partners to meet demand without hiccups, so highlight your capacity planning, quality control, and production processes.
Thorough keyword research is the foundation of effective PPC. Look beyond generic terms to find high-intent keywords specific to your manufacturing niche.
These keywords tend to be lower in volume — but ultra-targeted queries signal immediate buyer needs and convert at far higher rates. “Production scheduling software” and “material requirement planning” will bring better results than “software” or “inventory management.” Specificity gets results.
Equally important is crafting quality ads. Just as your master production system reflects meticulous attention to detail, your ads should showcase your brand through clear, error-free copy, strong visuals, and a compelling call to action.
How to set up a PPC campaign on Google Ads
The setup process for Google Ads looks intimidating. But it doesn’t have to be.
1. Create your Google Ads account
Head over to Google Ads and create your account. You’ll need to provide basic information about your business, including your business name and web address.
You can link your account to a Google Analytics account to get a wide range of metrics on all your ads.
2. Perform keyword research
Research relevant keywords to make sure your ads are aligned with search terms. Google’s Keyword Planner is a terrific free tool you can use as a starting point.
Use a mix of general and long-tail keywords to make the most of your marketing spend — and maximize your ad’s impact. In general, competitive keywords like “manufacturing execution system” are harder to target than low-competition keywords like “cnc machining.”
$5.82 per click might seem like a lot of money, but that’s a small amount to spend if it consistently brings clients in the door — especially compared with a $1.33 keyword that doesn’t.
3. Create your campaign
Create your campaign. Define your campaign objectives – like getting more purchases or increasing page views – and identify your search themes.
Search themes are the primary search keywords you want your campaign to show up for. You might set target keywords like “small business automation” or “small factory automation” if you want to target small manufacturing businesses.
With Google Ads, you can target up to 25 keywords. This gives you the chance to choose keywords relevant to multiple different services or products you offer.
4. Create eye-catching ad creative
Now it’s time to actually create your ads. Build your creative workflow so copy and design can complement each other, with concise, compelling copy, attractive visuals and a powerful call to action.
5. Design your landing page to convert
Users should get an experience that aligns with what they expect when they click on your ad – and keeps them moving through the customer journey. Optimize your landing page with relevant keywords. Keep your content readable. Use attractive design that aligns with your ads. And close with an irresistible CTA.
6. Define your ad spend
Google Ads makes it easy to set your daily budget. You can always adjust this as you monitor your campaign performance, so don’t overthink this step.
You’ll also choose a bidding strategy at this point. You can choose to manually bid if you like, but for most people it’s easier to go with Google’s automated bidding strategies.
7. Remember to include ad extensions
Using ad extensions like snippets, callouts, and site links makes your ad more impactful.
These elements make your ad more engaging by adding interactive elements – and they also ensure that your ad takes up more screen real estate, so it grabs viewer attention.
8. Optimize your campaign
Don’t just set it and forget it. Monitor your campaign KPIs so you know how your ads are performing.
If you see some of your metrics are underperforming, take action. Experiment with variations to for continuous improvement so you can get more from your ad spend.
HawkSEM’s specialty is effective data tracking. We use ConversionIQ to follow your potential customers through the buyer’s journey — so we can understand your best opportunities for conversion and turn more casual browsers into loyal buyers.
Picking the right PPC platforms for manufacturers
A key question manufacturers new to PPC ask is, “Which platform should I use?” Google Ads and LinkedIn are the two leaders.
Google Ads provides extensive scale and incredible targeting tools that can engage your ideal audience. Keyword capabilities make it ideal for driving site traffic and conversions. But its popularity means higher competition.
LinkedIn, on the other hand, offers precise targeting of B2B leaders. Pinpointing manufacturing professionals means reaching highly targeted audiences, but at a higher cost per click.
Other platforms like Bing Ads and X can complement your Google and LinkedIn campaigns, too. Bing can replicate Google campaigns, but X has options to reach audiences through promoted tweets on social media.
Evaluate each platform against your budget, target KPIs, and existing sales funnel to select the right fit. A blended approach combining the scale of Google and the precision of LinkedIn provides an optimal balance for manufacturers.
Costs of PPC for manufacturers
A lot of factors play into ad spend for a PPC campaign, including keyword competitiveness, cost-per-click, and campaign quality.
High-intent keywords often come with a higher CPC since they’re more competitive.
For example, “manufacturing execution system” has a low search volume of 1K to 10K, according to Google Keyword Planner, but it reflects a high purchase intent and comes with a CPC starting at $7.90.
On the other hand, “lean management” has a similar search volume, but doesn’t reflect a high purchase intent. So, it’s no surprise it has a CPC range that starts around $1.38.
To keep costs manageable, refine keywords and identify long-tail variants that’ll attract your targeted audience. Tools like Google’s Keyword Planner provide cost estimates for bidding.
Other costs in a PPC campaign: copywriting and design, so factor these in as you plan your campaign.
Common PPC pitfalls for manufacturers to avoid
When starting a PPC campaign, it’s easy for anyone to stumble into pitfalls — manufacturers are no exception.
Here are a few of the most common mistakes to watch for when crafting your first PPC campaigns:
- Neglecting thorough keyword research. Invest time into discovering high-intent keywords specific to your niche and discovering which broad terms drive irrelevant traffic. Precision targeting can make campaigns resonate better.
- Not focusing on ad quality. No matter how much SEO research you do, it won’t matter if your ad copy isn’t compelling. Make your ads clear, and conversational, and include an irresistible call to action.
- Failing to clean up landing pages. Landing pages must align with the messaging on your ad and provide relevant content that drives conversions. Misalignment between ads and landing pages creates conversion bottlenecks that send potential customers looking to your competitors to meet their needs.
- Not maximizing ad real estate. Ad extensions add contact info, product links, and promotions that make ads more prominent in the search results. They also make it easy for your potential new customers to contact you and find your page.
- Not tracking and learning from metrics. One of the great strengths of PPC is the ability to provide data insights. Follow up on how your ads perform and review PPC metrics regularly.
- Overlooking proper mobile optimization. Many users access advertisements by phone. Make your user experience cohesive across all devices so mobile customers have a strong buyer’s journey, too.
You want to treat your PPC campaign like a well-run production line. Regularly audit your analytics data to avoid pitfalls throughout every stage of your campaign.
PPC campaigns can have an exceptional impact on your bottom line, but it requires planning, monitoring, and upkeep.
HawkSEM’s advanced PPC solutions are designed to accelerate the growth of your manufacturing business and help you magnify your impact. Start a conversation today — and take the first step toward a truly strategic online presence.
Checklist for an effective manufacturing PPC campaign
Following this checklist can help you navigate producing your first successful PPC campaign.
Take the time to define your campaign goals, including the metrics you’ll use to define success.
Use specific targeting criteria to get crystal clear on your target audience.
Identify long-tail, high-intent keywords that are aligned with your product.
Develop clear, conversational ad copy that’s relevant to your target buyer.
Use extensions to make the most of your ad real estate.
Ensure that landing pages are aligned with your PPC ad messaging.
Use performance data to drive decision-making and continuously improve results.
Consider bringing in a PPC agency to draw on their expertise and improve profitability.
Key PPC terms every manufacturer needs to know
Here’s a look at some of the key terminology you should know:
- Cost per click (CPC) is what you pay each time someone clicks on your ad. CPC is one of the prominent production costs of a PPC campaign. You aim to acquire the highest-quality clicks at the lowest possible cost to maximize your return on investment.
Cost-per-click is driven by factors like competition for specific keywords and overall market demand. The more businesses go after a specific keyword, the more CPC will vary. Look for keywords that align with your product or service with a combination of a decent search volume and low competition to maximize your chances of a solid ROI.
- Click-through rate (CTR) compares the impressions of your ad to the amount of engagement you get. If your ad is seen by millions but hardly anybody’s clicking through, you’ve got a poor CTR.A high CTR means ads are moving readers through to the next stage of the customer journey effectively — like a well-optimized production line. On average, click-through rates in the manufacturing sector are generally around 2-3%.
- Quality Score is Google’s metric to assess ad relevance, expected CTR, and landing page experience. It’s like quality control, ensuring your PPC components meet standards for performance. Higher Quality Scores can lower your CPC costs.
- Conversion rate relates to how many site visitors take your desired action. This could be completing a form or making a purchase. In the manufacturing sector, conversion rates are typically around 3.4%.
Like an efficient production flow, an optimized campaign maximizes your ROI and drives more revenue. Focus on these metrics to get the results you’re looking for.
How to choose a PPC agency for manufacturing businesses
If the DIY approach to PPC is too intimidating, or if you want a partner who offers proven results, hire a PPC agency.
When researching PPC experts, keep these tips in mind:
- Look for a track record of experience in the manufacturing sector. Identify agencies that excelled in PPC in the manufacturing sector. Case studies should relate to your distinct challenges and objectives.
- Ensure complex analytical capabilities. Strong PPC agencies can turn data into results. For example, HawkSEM improved ad copy and bidding strategies for Timbuk2. The result? A year-over-year net revenue increase of over 56%.
- Emphasize strategic collaboration. Your PPC agency should work with you. Look for a partner who offers open communication and transparency when running your campaigns.
Here at HawkSEM, we specialize in PPC for the manufacturing sector. Our team takes the time to get to know you and your target customers — so we can create custom PPC campaigns tailored to your business.
We never leave anything on autopilot. Every campaign is personally managed by a senior strategist who provides a human touch throughout the process. We work with you to build a strategic online presence that will drive real results for your manufacturing business.
Executing a profitable and strategic PPC is a proven path to growth for manufacturing companies – but there are dozens of factors to consider.
That’s where working with an expert PPC agency like HawkSEM can be a smart choice. We specialize in building profitable, effective PPC campaigns that attract more of your ideal customers — and reach your business goals.
If you’re ready to accelerate your manufacturing business’s growth, schedule a consultation today. Together, we can build a PPC strategy that takes your business to new heights.