What is PPC Management for Industrial Companies?
paid ads management for industrial companies refers to creating and optimizing paid advertising campaigns. Despite that simple explanation, let's explore it further.
A PPC advertising firm for industrial companies often begins by getting to know you and your needs before providing expert PPC management. This information helps determine the next steps, since the way you'd approach paid advertising for a local industrial company is much different from how you'd handle it for nationwide industrial company ecommerce site.
Local industrial companies, for instance, are often only interested in contact form submissions or calls. To accomplish this, paid ads can drive traffic to a landing page or sales funnel that is optimized. If those digital assets don't yet exist, or need substantial improvement, we recommend you start with Google Local Service Ads or Facebook Lead Forms.
Alternatively, ecommerce-focused industrial companies are most often interested in online sales. Pay-per-click advertising can be used to get traffic to an optimized product or category page. In some cases, it might even make sense to include Google Shopping Campaigns in your strategy. Our team has even used sales funnels to help sell products and subscriptions.
To optimize and scale industrial company PPC campaigns, it's important to understand what metrics will be used. For some industrial companies, that means looking to platforms like Google Analytics. However, there are other options out there too, like Wicked Reports, Triple Whale, or Northbeam.
Your industrial company should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Pay-per-click campaigns for industrial companies should include plans like:
- Drive traffic to your digital assets (websites, sales funnels, etc) from search engines, social media channels, and third-party websites.
- Increase conversions for your industrial company through qualified leads or online sales.
- Utilize third-party attribution software to better understand ad attribution.
- Showcase social proof through case studies, white papers, video testimonials, and other factors.
- Collect email addresses, create user-generated content, and nurture relationships.
- Test the effectiveness of different ad creatives across different media and ad placements.
A Few of Our Paid Ads experts
Types of Paid Ads for Industrial Companies
The options for running paid advertising for your industrial company are numerous. The following are some of the most common paid advertisements options for industrial companies.
1.) Local Ads
You can use nearly any advertising platform to run local ads for your industrial company. You may find greater success on one platform over another depending on the nature of your nearby industrial company. To find out which option works best for you, you should try all of the options available. Let's talk about a few local advertising choices.
There are going to be two options from Google.
In the first case, you can run traditional Google Ads, possibly using the newer Performance Max campaign type. This is a very dynamic ad campaign type which utilizes multiple headlines, images, videos, and service locations to allow the Google algorithm to find the best combination of assets to bring you customers. Local professionals such as accountants, lawyers, dentists, and physicians frequently use Performance Max campaigns.
Google's second option for qualifying businesses is their Local Service Ads. As a pay-per-lead platform, Google Local Service Ads charges a flat fee per lead. We often use Google Local Service Ads for home services contractors, like plumbers, electricians, roofers, and heating installers.
Facebook Ads can also be used to target people in the area. The process is a little simpler since it just requires setting up a campaign with ad sets with geographic restrictions to ZIP codes in the target area. We often rely on local area Facebook Ads for all types of industrial companies.
2.) Social Ads
A social ad is pretty much any online advertisement you see on a social networking site.
The trick to social media advertising is keeping the ad creatives fresh. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. A weekly change in ad creative is often recommended for higher-spend ad campaigns.
Using social media marketing allows you to reach audiences who have never thought of your product or service, or aren't thinking about it right now. When running search engine advertising, that is quite the opposite since your ads are only going to show when someone is actively searching for what your industrial company offers.
It can also be a curse, as conversion rates often drop when people aren't closer to making an immediate purchase.
3.) Search Engine Ads
If you know people are searching online for the products or services you offer, you'll want to invest in search advertisements.
There are some people out there who refer to this as industrial company Search Engine Marketing, or SEM for short. An advertisement that appears on the search results page of a search engine is called a search ad, which are above the organic SEO placements.
If you've been running search engine advertising on Google for a while and have been successful at it, we suggest considering copying the campaigns over to the Bing Ads platform. According to a StatCounter study from October 2022, about 3.57% of online users use Bing as their primary search engine.
4.) Display Ads
There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local news stations), gossip websites, and more.
These are commonly used within the Google Ads and Bing Ads platforms.
With display ads, you just need a set of ad creatives in different sizes. Both ad platforms have algorithms that help you build results from your ad spend if you have an understanding of your target audience.
5.) Retargeting Ads
Not everyone is going to convert during their first experience with your industrial company website, landing page, or sales funnel.
Retargeting ads are almost always recommended to help bring people back to your website after they have weighed their options.
You can run retargeting ads on any ad platform, too.
6.) Shopping Ads
It was Google Shopping Campaigns that popularized this form of search advertising.
To get started with Google Shopping, you just need an ecommerce website, a product feed (CSV or TXT), a Google Merchant Center account, and a Google Ads account.
With these tools in place, you'll be able to provide Google Ads an updated list of all your accurate product data, including the title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.
7.) Video Ads
You can run video ads on YouTube, Instagram, Facebook, and other social networking websites.
If you are interested in running YouTube Ads, you'll just need to set up a video ads campaign in Google Ads.
It's necessary to have a working Facebook Ads account to run video ads on Facebook or Instagram.
Both ad platforms offer excellent conversion opportunities with video ads. We frequently use video ads to showcase product launches, custom services, personal introductions, and more!
If you have the budget to support ad creatives in video format, look to implement them into your PPC advertising campaigns.
Tips for Managing PPC for Industrial Companies
With in-depth knowledge of the latest paid ads trends for industrial companies and other industries, we are a team of paid advertising professionals.
Here are some of our best tips to follow for keyword research, audience research, landing page / sales funnel optimization, conversion rate optimization, and ad creation.
1.) Keyword Research Tips
In the context of PPC advertising, you'll find keyword research for industrial companies mostly relates to search network campaigns on the Google Ads and Bing Ads platforms. After all, search ads only appear based on what is searched on Google or Bing and targeted by your industrial company.
A search for "nearby industrial company" on a search engine, for example, might lead someone to a industrial company website in their area. Knowing to target that exact phrase wouldn't require in-depth keyword research.
However, what if that exact match keyword wasn't producing enough search volume and the industrial company needed to increase their advertising reach? Researching keywords would be necessary for the solution.
The next steps might involve the paid advertising manager discussing with the industrial company about what types of products / services they want to target more often and within what geographic areas. There may also be a need to broaden the keyword targeting.
Suppose the PPC manager discovers that there is high traffic volume for "nearby industrial companies" or even "industrial company services." The first phrase is targeting a type of business or organization in the area. The second phrase is targeting a service, which might result in a more lucrative conversion.
Negative keyword lists can also benefit from keyword research. You can use negative keywords to prevent your paid advertising from showing up in search queries that you know are not likely to result in more clients.
For example, someone looking for "free services from industrial companies" or "how to advertise to industrial companies" isn't likely to convert with your industrial company. However, they might see your paid advertising if you are using broad keyword targeting without any negative keywords like "free" or "advertise".
Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.
2.) Audience Research Tips
For industrial company paid ads campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.
Let's take a look at audience research and targeting within Facebook Ads.
In years past, industrial company-focused paid advertising managers relied heavily on building out their own custom audiences within Facebook. As a matter of fact, one of the most attractive features of Facebook Ads was its ability to collect data on users, which advertisers flocked to take advantage of.
A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.
When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. This had a negative impact on Facebook's ability to track user behavior on mobile devices. This even affected the accuracy of ad attribution reporting.
Then came improvements to their machine learning algorithms, which greatly diminished the need for custom audiences and lookalike audiences for most ad companies for industrial companies. By choosing your own interest-based targeting, you tend to do more harm than good because their algorithm often understands your ideal audience better than you do.
Although many industrial company paid ads agencies still rely on custom audiences, the trend is shifting toward broad targeting. You can see it for yourself. Every few months Facebook rolls out upgrades that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.
This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.
However, audience research and targeting aren't going away. The targeting options within industrial company ad campaigns will likely always be manageable to boost performance.
3.) Landing Page Optimization Tips
The quality of your landing page will be a big factor in the success of your industrial company paid advertising campaigns.
Our first step when managing paid ads campaigns for industrial companies involves reviewing the landing pages for best practices. Here are some of the factors we look for in this review:
- Does the headline focus on benefits?
- Is there an image above the fold?
- What is the quality of the content? Is it well written?
- Am I able to find a lead form right away?
- What is the visibility of the call to action?
- How quickly does the page load?
- Is there social proof?
- Am I able to load the page on a mobile device?
Designing and developing a quality landing page involves so many factors. Here is a great blog post about what makes a quality landing page.
Please, don't spend money on paid advertising until you have a landing page that follows best practices! Ideally, you should never consider your landing page to be finished. Try running A/B testing every few months to continue refining your sales pitch.
4.) Funnel Tips
As an alternative to a landing page, you might want to consider building out one or more sales funnels. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.
For example, we have a client that promotes an online fitness challenge that you could even join from your local area. While managing their website marketing we built multiple sales funnels within Click Funnels. Here are some of the funnels we made:
- We used squeeze pages to help capture email addresses while building awareness for the program.
- We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
- We used application funnels to push people toward the idea of wanting to apply to participate in exclusive programs.
- We used sales letter funnels to serve as the registration system for the online program.
There are many different types of funnels, so your industrial company isn't limited to only these options. Just keep in mind these can be incredibly helpful for gauging interest in a product or service, building out an email subscriber base, and selling a product or service online.
5.) Conversion Optimization Tips
Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services.
Let's run through a basic scenario to help illustrate the impact of conversion rates.
- You sell a $100 product or service on your website.
- You have a 1% conversion rate, meaning for every 100 people who visit your website you sell 1 product or service.
- You have a $1.00 average cost per click (CPC), meaning for each person who visits your website you spend $1.00.
- To sell 1 product or service, you need 100 clicks from paid advertising, which would cost you $100. This is known as your cost per acquisition (CPA).
- Your return on ad spend (ROAS) would be 1x, meaning for every dollar spent in paid ads you get one dollar in return.
For most industrial companies, this return on ad spend wouldn't be acceptable. Sadly, we often see this type of ROAS when jumping into new client accounts.
To improve the situation, you hire a paid advertising firm to modify your campaign settings, ad creatives, and landing page experience.
Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 products. This is twice the return on ad spend! You might be profitable now selling that product or service, if your margins are good.
Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your paid advertising.
6.) Ad Creation Tips
This is potentially one of the most important aspects of a Facebook Ads account, but it also applies to Google Display Ads.
When you run Facebook Ads or Instagram Ads for industrial companies, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.
You should develop an understanding of how to capture someone's attention in a split second.
To do this, you need to build out awesome ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"
This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You should change things up frequently, even if you are just targeting people nearby.
If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.
Don't be caught in this situation. You should understand when to pause an ad because it isn't performing as well as it once did. You should understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.
Why Choose WebCitz to Manage Your Paid Ads Services
Let's work together on paid ads for your industrial company! We are a comprehensive PPC management agency targeting industrial companies with multiple internal teams focused on social media marketing, sales funnel development, and ad creative testing. In most industrial company-focused PPC agencies, only one person handles all work, but this is not the case for us! For those industrial company PPC agencies, campaign optimizations and innovative ideas might not be tested often enough to bring about the results you need.
While researching paid advertising agencies for your industrial company, there are many factors to consider. The paid ads plans and strategies we suggest for your industrial company are backed by more than 20 years of experience. These are often the same paid ads plans we use for our own lead generation.
More importantly, you should choose our paid ads company because you feel confident we are the right team to help your industrial company grow. Consider our paid ads consultants for the following reasons:
- We have been in business since 2004, which means we have more than 20 years of experience.
- We rely heavily on paid advertising to bring in traffic from keywords we don't yet rank for organically.
- Our internal advertising team handles all industrial company-targeted digital marketing services, such as PPC ads management, sales funnel development, and ad creatives.
- It is likely that one of our teammates will answer your call within a few rings if you call during normal business hours.
Let's discuss what our PPC specialists can offer your industrial company! Industrial company-related small businesses often hire us for paid advertising management packages, but larger industrial companies can also hire us to augment their marketing departments.
We hope you consider our company when searching for a paid advertising firm for your industrial company. If you have any follow-up questions, please feel free to send an email or give us a call to start a discussion with the helpful staff at our PPC company.
