PPC for Industrial Companies: 9 Tips to Get You Started

Industrial B2B Pay-Per-Click (PPC) and B2C PPC are quite different in terms of strategy, content style, offers, and keyword targeting. Operating in such a highly technical space presents a unique challenge when it comes to researching keywords, defining an audience you want to target, and creating an ad that will generate leads. As a result, many industrial companies choose to neglect the opportunities that exist online and, by doing so, leave thousands of dollars of potential revenue on the table.

PPC is the quickest ways to start attracting visitors to your site who are searching for products or services within your niche. PPC gets your business visible where your customers already are searching for, search engines and the world’s most popular websites, based on the search terms that are relevant and valuable to your business. With the right PPC strategy, you can pinpoint your target audience and generate a steady inflow of leads and sales.

What is PPC?

PPC, short for Pay-Per-Click advertising, is a form of internet marketing in which advertisers create an ad, display that ad on a host site, and pay the host a fee every time their ad is clicked.

The first step of PPC campaigns is keyword research. This is where you determine which search terms, also known as keywords, your audience is searching for that are relevant to your business.

Then, different advertisers bid on having their ad displayed for particular term and pay a fee determined by how competitive a search term is and how much an advertiser is willing to pay for a click. This fee is known as the cost-per-click (CPC).

You then create an ad based on your target audience based on location, demographic, interests, and search terms.

Types of PPC Advertising

Search Ads

Search Ads are paid advertisements that show on search engines, such as Google, when a consumer searches for a keyword relevant to your niche.

For industrial companies, you can reach people searching directly for your products or services by targeting those keywords.

Display Ads

Display Ads promote products or services using text-based, image, or video advertisements on relevant, third-party publisher websites.

Display ads are heavily visual and are frequently used as a remarketing tool to target users who previously visited your site.

Social Media Ads

Social Media Ads are paid ads that display on social networking sites such as Facebook. These ads are targeted based on demographics, interests, or other data collected by the platform.

For Industrial companies, LinkedIn is often the best choice as it is a common platform for B2B networking.

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9 Tips for Starting your Industrial PPC Campaign


1. Conduct A/B Tests Frequently

A/B testing in PPC campaigns is when you run two or more ads at the same time to see which performs or converts best.
Perform A/B testing on elements like

  • Headline
  • Body
  • Link
  • Target Keywords

Be sure to only change one thing at a time so you have a control group to compare results.

2. Choose the Right Bid Strategy

Google Ads offers several bid strategies that are customized for different types of campaigns. Depending on your campaign, you might want to focus on getting clicks, impressions, conversions, or views. With our help you can determine which strategy is best for you.

  • Conversion-based strategies such as CPA and Maximize Conversions if you simply want to increase website conversions.
  • Impression-Based Strategies: Cost Per Thousands Viewable Impressions (vCPM) if your goal is to increase brand awareness
  • Click-Based Strategies: use manual CPC (Cost per Click) or Maximize Clicks strategy if your goal is to get as many clicks as possible.
  • Cost-per-View (CPV) bidding: meant for video ads, you enter the top price you’d want to pay for a view.

Define your goals as early as possible, going in with unclear goals and no plan is a good way to throw money out the window.

3. Create Targeted Landing Pages for your PPC Campaigns

  • Contrary to what you might think, sending people to your homepage isn’t always the best option as users can get distracted from the goal of the ad.
  • Landing pages are stand-alone web pages built with a specific objective in mind.
  • These pages have few links on them so users won’t get distracted and leave the page

4. Don’t Ignore Mobile Ads

  • More than 50% of all web traffic came from mobile with online shopping only becoming faster and easier than ever.
  • You need to optimize your ads and landing pages for mobile, even if you don’t expect to make a sale on mobile.
  • First impressions even from browsing can have a lasting impact.

5. Use Ad Extensions for your Google Ads Campaigns to Increase Conversions

  • Ad Extensions are additional pieces of information you can use to enhance your ad.
  • Phone numbers, reviews, and sitelink extensions, for example.
  • This makes your ad more engaging and make it more likely for your ad to get clicked.

6. Use Remarketing to Target People Who Visited Your Site

  • Remarketing is an online marketing tactic that involves showing ads to people who’ve visited your website or used your mobile app.
  • They have a lower cost per acquisition and might continue to conversion if prompted.

7. Review PPC Performance by Time and Day

  • All campaigns go through peaks and valleys from the time they go live.
  • Monitoring your campaign by time and day can give you valuable insights into your audience’s peak activity times.
  • Use this information to tweak your ad scheduling and bids.

8. Use Product Listing Ads to Increase Sales

  • Product Listing ads, also known as Google Shopping ads, are a great way to get your products seen.
  • A separate box appears at the top left of the search engine resultps page displaying a product image and a price.
  • These ads can be pricey, but they yield a good return.

9. Create a Negative Keyword List

  • Negative keywords allow you to exclude certain search terms from your campaigns and help you target the keywords that matter to your business and customers.
  • For example, if you sell eyeglasses, you may want to add “wine glasses” to your negative keyword list.
  • This gives you the opportunity to filter out any unwanted traffic and save money that otherwise would have been wasted on irrelevant clicks.
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