Author : Molokini
Through leveraging the power of a quality PPC (pay-per click) campaign, you can build brand awareness, web traffic and new business. Here are some strategies that the digital marketeers at Molokini Marketing have employed to make PPC campaigns more successful for the industrial companies.
But What is PPC and How can it Help Your Industrial Business?
Essentially, pay-per click (or PPC) is buying advertising space from leading search engines like Google and Bing. Search engines sell advertising space that is displayed in the search results page when a user types a keyword or phrase, such as 'counterbalance forklift training' into the search field.
When you tell Google or Bing to display your website when someone searches for 'forklift training' and you are in the training business for example, it can be a really powerful way to reach your target audience in real time. In addition, you can provide Google or Bing with a list of keywords and decide how much each keyword is worth individually, as well as telling Google or Bing which keywords and phrases to exclude, so you are not paying for irrelevant clicks to your website.
When it Comes to PPC for Industry, Not all Keywords are Equal
When it comes to choosing keywords and phrases for your campaign, there are generally three types of keywords you should be focussing on: exact match, phrase match, and broad match.
Exact match is the most specific keyword, matching your phrase word for word. This means that users will only see your ad if they type the exact key phrase you’ve chosen, such as 'fleet management' or 'fleet management software.' The plus side of this is that users are more likely to buy what you’re selling, as it’s exactly what they’re searching for.
Some dislike this method as it does not generate as high a volume of web traffic however, we always advise quality over quantity in all our digital marketing strategies and employ this type of keyword strategy most often, to avoid paying for irrelevant website visits.
Phrase match is very similar to exact match except that it allows for extra words tagged onto the beginning or end of your chosen keywords. For example, if a user types in 'third party logistics services' and you've used the keyword '3PL' you could still show up in the search results. This can generate more web traffic, but can also sometimes lead to being displayed to the wrong audience and higher cost with smaller return.
Broad match reaches the widest audience as it matches any word in your key phrase, in any order. The downside to this is that the flexibility of matches means your ad may appear to people who aren’t really interested in your services or products. For example, if you are only in the business of fleet management software for forklifts and someone is searching for 'car fleet management' you could end up paying a lot more for unrelated web traffic.
Generally we advise running a few separate PPC campaigns simultaneously to find out what method yields the highest results for your target market. Additionally, the type of keyword strategy can depend greatly on the end goal of your campaign. If you're only interested in generating brand awareness for example, a broad match strategy could be ideal. If however, you are hoping to increase sales of a specific product or service, you would be better off with exact match or phrase match.
Additionally, you can control the maximum amount you're are willing to pay for a keyword or phrase that is either more, or less, relevant to your company. For example, someone who searches for 'book forklift courses' is probably quite ready to book something. In contrast, someone who types in 'types of forklift accreditation' would generally have a lower likelihood of booking anything, at least at this stage.
Since PPC allows you to adjust the budget for each keyword or phrase, it makes sense to adjust the price you are willing to pay for clicks from various keyword searches, based on the buying intention shown in the specific keyword.
Always Include a 'Call to Action' in Your PPC Campaigns
Decide beforehand if you want them to click a link, call a number, buy a certain product or service, or enter a competition, then specifically tell them that in the ad. A call to action (as it's commonly called) is one of the strongest conversion tactics in your marketing toolbox, so decide on one, and then use it.
Targeting the Right Audience
Use Google's targeting criteria to tailor your ad to the right audience. Both Google AdWords and Bing Ads allow marketers to choose from a range of targeting settings according to who you would like your advertisement to reach.
If you're using a display ad, you can also select which type of website you would like your ad to be featured on, and then use geo-targeting to decide where in a particular geographic area your ad is displayed. These pre-sets allow you to narrow down your demographic and achieve the most conversions.
Ready to start using PPC to promote your industrial firm? Molokini Marketing can help. We create highly specialised PPC packages tailored to your specific industrial needs.
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