Get Above Your Competition with Pay-Per-Click Strategies for Manufacturers

John SammonAuthor: John Sammon
Updated on 03/01/2024

Looking to get your website in front of your ideal audience? Have a specific audience, industry, or location you want to acquire more business from?

To get as much as you can out of your marketing budget, PPC is a great way to test different products, markets, and even lower your cost per acquisition.

Pay-per-click is one of the main facets of digital marketing and could be what your current strategy is missing. Keep on reading to find out what our experts recommend for manufacturers.

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“John and the team at Sixth City Marketing has delivered on everything they promised. From the time we started working with them until now, our leads have tripled. We’ve worked with them in many areas including PPC, SEO, website design and social media marketing. I would HIGHLY recommend John and the team at Sixth City Marketing.” – Lisa Calovini, Shini USA

What is Manufacturing PPC and How Is It Beneficial?

Pay-per-click advertising for manufacturing businesses involves strategically placing ads on search engines and other platforms in order to increase visibility and enhance leads and sales. The process of PPC advertising includes the manufacturing business paying a fee every time their ad is clicked on.

There are a variety of channels manufacturing businesses can choose to display ads on, such as Google, Bing, and LinkedIn, but each platform provides different benefits features.

The main reasons manufacturers benefit from paid advertising include:

  • Targeted reach – Advertising allows business to choose keywords that are most applicable to their products or services in order to target the right audience. It is important to choose keywords that are related to what your potential customers are actively searching for. Wordstream’s free keyword research tool is a great place to start as you start guaging interest and pricing for your niche

mfg ppc terms

  • Immediate visibility – Unlike SEO (search engine optimization), online advertising offers instant visibility. SEO takes time to build by making on-page and technical adjustments, whereas as soon as a PPC campaign is launched and approved by the platform, the ads can start appearing on search engines above the organic results or on social media feeds.
  • Budget control – With paid advertising, you have the ability to control the amount of money that is spent. Platforms such as Google Ads allows budget control on a daily and monthly basis. Additionally, you can adjust bids for keywords and start/stop campaigns at any time.
  • Measurable results – Access to analytics and reporting are the key to a successful paid campaign. This is something that traditional marketing tactics, such as radio or billboards, lack. PPC platforms provide various tools to see real-time and custom analytics to measure the effectiveness of your ads, keywords, targeting, and campaign as a whole. Metrics such as clicks, conversions, impressions, and return on investment will help to make informed decisions on what is working and what is not.
  • Controlled targeting – If there a specific geographic location your business is wishing to target, PPC platforms allow for precise location targeting from nationwide down to a specific zip code. There are other targeting tools in place that allow you to filter by gender, age, job title, household income, interests, and more.
  • Competitor advantage – Specifically in the manufacturing industry, competition can be high in the world of paid advertising. Especially for broader keywords targeting products and services. With paid advertising, you can show up above the organic search results providing you with an advantage over competitors that are not investing in PPC.

Three Questions to Ask Yourself Before Getting Started

  1. Do I have a set budget in mind?
    Before diving into paid marketing, be sure that you know how much money you can allocate to spending monthly on your campaigns. We are able to set a max budget at the campaign level which allows our team to adjust bids strategically.
  2. Do I know who I want to target?
    One of the best things about paid online advertising is the ability to have parameters set so your online ads only display to users who are in a set location, age range, income level, and who are searching for terms relevant to your offerings.
  3. Am I using other Google products?
    It’s critical that you are using Google Analytics on your website to ensure that when we begin our paid marketing efforts, we are able to see important metrics that can show us what’s working and what needs improvement.

Your Guide to Successful PPC Strategies for Manufacturing Companies in 2024

We’ve been helping manufactures run paid campaigns since 2010, and over the years, we’ve cultivated results through various strategies. Here are some tips to help you get the most bang for your buck in 2024:

Analyze Your High Volume Terms

Over the years, the cost per click of high volume search terms has continued to sky rocket on Google Ads as more and more people invest in pay-per-click marketing, and if you notice majority of your budget gets eaten away before lunch, it might be time to switch up your approach.

If you notice that over time, you’re conversion rate hasn’t improved for high-cost terms, it might be best to do research into some long-tail terms that could actually product results. Wordstream’s free keyword planner tool can help you assess the different costs and volume of keywords most relevant to your specific niche.

Try Different Channels

While using ads on search engines can produce amazing results, your options don’t end there. Other social media sites can be a great way to reach more people based on criteria such as location, age, interests, occupation, and more. Here are all the channels you can run ads on:

  • Facebook
  • Instagram
  • X/Twitter
  • TikTok

If you are new to learning about PPC, feel free to check out our blog post on determining which channel is best for your specific desires.

A/B Test Your Landing Pages

Do your ads get a good amount of clicks, but low amount of conversions? This could be due to the experience users are having on the page you send them to after they click on your ads. We understand that if you don’t have an experienced web developer on hand, making major changes to the look of your landing pages is hard, but it’s not impossible. For example, you can test using stock photos vs. your own product photos, or even more up your phone number or contact info on the page.

Additional FAQs on Manufacturing Pay-Per-Click Advertising

Am I able to target international areas through paid advertising?

Yes, Google platforms give you the ability to reach geographic locations outside of the United States through narrowed targeting. Not only can you target outside countries, but you can even target certain languages to help reach your exact target audience. For Google Ads specifically, you can separate campaigns or ad groups tailors to different countries.

What are some performance indicators I should be keeping track of to measure success?

Across the various PPC platforms, there are many different metric tools that outline key performance indicators to help make insightful and informed decisions about the PPC campaigns. Some of the metrics you should be looking at include:

  • Clicks
  • Impressions
  • Conversions
  • Click-through-rate
  • Conversion rate
  • Return on ad spend
  • Cost-per-conversion
  • Overall ROI

How can I stay ahead of the competition with my PPC campaigns?

Competition in the manufacturing industry is extremely prominent which is why it’s important to take steps to stay ahead of the game. Some of the things you should be doing include performing competitor analysis, staying up to date with PPC algorithms, changes to regulations, monitoring industry trends, and testing new ad formats and targeting options.

It is important to note that every change you make might not always result in success. However, it gives you the ability to learn the dos and don’ts for your industry and adjust your campaigns accordingly.

Answers to Questions on Our Process for PPC Campaigns

How do you make sure money isn’t wasted on irrelevant searches?

Thanks to enhanced targeting on various platforms, the ability to negative out specific terms or queries on Google Ads, and our vigorous monitoring, there are various ways you can ensure your money will be well spent.

Do we have to run ads on social media sites?

Nope! That decision is completely up to you, but we will also share our input on whether we believe the channels you are curious about will be good investment options and can bring results. For example, we’ve ran campaigns on social for specific events, such as trade shows and more.

Do you have examples of your success with manufacturing PPC?

Yes! If you head on over to our case studies page, you will see a few great examples of some of our other manufacturing clients and data we have collected over the years on their paid campaigns.

Do SEO and PPC work well together?

Throughout the years a lot of our manufacturing clients have had success through a combination of paid marketing and SEO, especially since search engine optimization can take a while to see results compared to PPC.

Are there specific types of manufacturing companies that can benefit from PPC?
Just about any manufacturing niche could see results in investing in paid advertising, including:

  • Metalparts
  • Electronics/Computers
  • Chemical
  • Food/Beverage
  • Plastics/Rubber
  • Textile/Apparel
  • Paper goods
  • Various others

 

 

What You Get with Our Manufacturing PPC Services

When you decide to partner with our expert team for paid marketing for your manufacturing company, you will receive the following benefits from our services:

  • Dedicated Keyword Research
    We will work closely with you to determine what terms you wish to target for your ads, as well as providing our expertise from the research we do in determining which keywords can provide the most visibility and success.
  • Hand-Crafted Advertisements
    When you team up with our expert pay-per-click agency, you will gain access to our talented team of writers and strategists who will work on crafting eye-catching ads for your campaigns.
  • Custom Landing Page Design
    Alongside ad copy, our design and development team will take the time to create landing pages that have high conversion rates and match your company’s branding standards.
  • Competitor Analysis
    On top of putting together a keyword list for your campaigns, we also will perform competitor analysis to gain insights on additional terms you could be targeting, the amount of spend your competition is using, and other helpful data.
  • In-House Paid Search Management
    Unlike other companies that do pay-per-click marketing for manufacturing, our paid search team is all in-house! We don’t outsource to other firms, meaning you will get to know our dedicated PPC team and can rely on their support.
  • Lead Tracking
    We will help you see your key data by providing tracking that will let you differentiate between the leads we gain from your campaign versus leads from organic, direct, social media, and referral. We can also offer enhanced call tracking with CallRail.
  • Monthly Reporting
    Just like you, we know that seeing results is of the utmost importance, so we are dedicated to making sure all the essential data you want to know will be given to you on a monthly basis.

What Makes Sixth City Different – We Show Results

At Sixth City Marketing, we know your businesses goals are to increase online leads or inquiries from your website. In order to achieve this, we formulate a custom online strategy for your manufacturing PPC campaign that is shaped by your target audience, your targeted location, and your goals.

Over the years, the digital marketing industry has continuously been evolving and essentially is a place for businesses to brand themselves and grow online. As we are an experienced manufacturing marketing agency, we live and die by one thing, everything is measurable.

Since we first started our business in 2010, many of the manufacturing clients we have now, have been working with us since the very beginning. We have been able to produce their business with results.

These results through our services can be seen through increases in:

  • Online form submissions and phone calls to a site
  • Sales attributed to SEO or PPC (via HubSpot)
  • Overall traffic year over year (via Google Analytics)
  • Search engine traffic year over year (via Google Analytics)

Our Success with Pay-Per-Click Services

Over the years, our team has worked with many businesses that have resulted in great success helping with PPC, SEO and web design/development.

For instance, we helped Shini USA increase their monthly online leads by 129%. We completed this by repairing their existing campaign with the goal of reducing the cost per lead while still increase leads overall.

We also helped the National Church Residences – Water’s Edge of Lake Wales by incorporating running paid advertisements on both Google and Facebook. As a result, there was an overall traffic increase of 138%.

Be sure to head on over to our case studies page if you are interested in seeing how we’ve assisted more of our clients in the past.

Get to Know Our Manufacturing PPC Agency

Sixth City Marketing is a digital marketing agency that is built around three main aspects: not cutting corners, having transparent relationships with our clients, and showing results.

Our team of marketing experts has a collective 25+ years of experience helping clients reach their goals. Plus, we have offices in Cleveland, Columbus, Indianapolis, Nashville, Chicago, and Pittsburgh that allow us to help both local and national clients.

Additionally, not only do We specialize not only in paid marketing, but also these other services:

Other Ways We Can Help

As mentioned above we offer more services than just pay-per-click for manufacturers. A typical marketing campaign will use key online marketing channels such as:

  • Search Engine Optimization (SEO): We work to improve the quality of traffic to your site by driving in traffic from different search engines. We execute various strategies such as content writing, link building, competitor research, keyword analysis, blog writing, and more.
  • Website Design and Development: Redesigning a new site can be the best way to serve your marketing goals and target audience. We also include design for conversion and SEO tactics in your website redesign to help generate more responses from potential clients.
  • Conversion Rate Optimization (CRO):  Our CRO process has the goal of increasing the percentage of users on your site that turn into customers. This is done by making strategic changes such as moving forms and adding more calls to action on your site.
  • Email Marketing: Utilizing email marketing can be an important way to promote your business to potential and current customers. Our team can help you design new email templates, craft email copy, and schedule and monitor emails.
  • CRM Management: Our team is experienced in managing all the relationships your company has with customers through systems like HubSpot, Salesforce, and others to help keep track of sales and ROI.
  • Auditing/consulting: Our team can provide audits and will provide you with consulting on ways your business can make marketing improvements moving forward.
  • Social Media Marketing: Whether your manufacturing company uses Facebook, LinkedIn, or others to post business updates, we’re able to help write and edit content to build your online presence throughout the varied social media outlets.

When you work with us for manufacturing pay-per-click services along with the additional digital marketing services offered, we can ensure the tactics we implement on your customized campaign is giving you the best results.

“We’ve be utilizing 6th City Marketing for at least 5 years now. They are a great organization. What sets them apart from other digital marketing agencies is that they really take the time to understand our business and objectives, as well as educate us on the various marketing opportunities relative to our interests. They just don’t try and shove us down a template once the contract is signed. I highly recommend them.” – Jordan Katz, Grafix Plastics

Inquire About Our Manufacturing PPC Services Today

Want to learn more details on why you should choose pay-per-click or want to get to know our company better? Feel free to reach out – we look forward to talking to you!

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