PPC for Industrial Companies: A Beginner’s Guide

Pay-per-click (PPC) advertising is one of the most beneficial strategies for promoting businesses in virtually every industry, and that certainly holds true for industrial companies.

If you’d like to speak with a specialist about using PPC for your industrial company, contact us at 888-601-5359 or contact us online to learn more about our PPC services.

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Why do industrial companies need PPC?

PPC is one of the best ways to attract qualified traffic to your website. That’s because you can target your PPC ads to customers who are the most interested in your industrial services.

For example, if you create an ad that targets the keyword “CNC machining services in [your city],” those ads will be served to users who search for that query.

This means that instead of interrupting their daily activities with advertisements they’re not interested in, you can focus your advertising efforts on reaching them while they’re actively looking for information about your industry.

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How do PPC ads work?

PPC ads are a great way to advertise on any budget. That’s because you only pay for an ad when a user clicks on it.

When you start a PPC ad campaign, you’ll first have to do keyword research to gain insight into which keywords your audience searches for the most. This will help your ads successfully reach your target audience.

You’ll then bid for each keyword that you target by choosing how much you’re willing to pay for each ad every time it’s clicked. This number is known as CPC, or cost-per-click. If your bid for a keyword is higher than other bidders, your ad has a higher chance of appearing.

You can create ads that target your key customers based on demographics, interests, location, and keywords. As we mentioned before, you can set up a campaign in search engines like Google.

And if you need help with managing your PPC campaign or targeting keywords, partnering with a professional PPC company can be a huge help!

Easy industrial advertising wins

PPC can be an extremely easy win for your industrial company.

The keyword “industrial design,” for example, earns anywhere from 11.5 thousand to 33.3 thousand searches per month, and the keyword “industrial metal supply” earns 4.3 thousand to 6.5 thousand searches per month.

This shows that there is a consistent demand for industrial and manufacturing services — so there will always be customers looking for your business.

Aside from search volume, you can also determine the match type behind a keyword. Someone who uses a broad match keyword — such as “industrial company” — allows their ad to also come up for someone searching for a related keyword, like “industrial repair company“.

Since you’ll always have a steady stream of customers searching for your business, PPC can take your marketing strategy above and beyond by targeting them within search engines.

How to get started with PPC for your industrial company

There are a few key steps that go into creating the perfect PPC campaign for your industrial company:

1. Choose where you’ll advertise
2. Do keyword research
3. Create landing pages
4. Test your landing pages

Let’s look at each of those in more detail.

1. Choose where you’ll advertise

The first choice you should make before starting your campaign is where you want to advertise.

Google Ads is one of the best places to start an industrial PPC campaign, because Google is the most popular search engine today.

Google Ads basically acts as an auction for keywords. You choose the price that you’re willing to pay for any given industry keyword, and if your bid is among the highest, your ad will be served to your target customers. Google Ads also offers analytics to help you understand how much you spend every day and how many times your ad is clicked.

However, industrial companies can benefit from advertising through other ad networks, too. For example, some industrial businesses run display ads in trade publications, while others focus on running ads targeting engineers and procurement teams on LinkedIn. All of these can be good options for your business, too.

2. Do keyword research

If you want to properly target your audience, you should do keyword research to understand which keywords your customers are looking for.

Google’s Keyword Planner is one of the best tools for doing this. It will serve you a whole list of suggested keywords based on a phrase or category that you enter. It will also give you information like search volume, keyword trends, and cost performance.

You can use other free tools like Keywordtool.io or KeywordsFX to come up with a list of keywords that can provide great results because of high traffic and low competition.

3. Create landing pages

Landing pages are one of the most important parts of an industrial PPC campaign because it’s where a customer “lands” when they click on your ad.

When a user clicks an ad in search engine results, they expect to see exactly what the ad promoted — so don’t throw them off by sending them to the homepage of your website.

For example, if your ad promoted carbon bearings, your landing page should be the page where the customer can buy that exact product. Otherwise, they may become frustrated and bounce to another site.

A good landing page will have a clear call to action, typically with a button or link that allows them to purchase the product or contact you for more information on the same page.

4. Test your landing pages

A/B tests can help your landing pages perform their best.

You can use A/B tests to understand what elements of your landing pages are enticing customers to convert, and which elements could perform better if they were changed. For example, you could run tests on different calls to action, different button colors, or different contact forms.

Conversion rate optimization (CRO) is an ongoing process that allows you to continually ensure that you are presenting the best possible version of each landing page. Your website will yield the highest amount of conversions for your industrial company when you only use the very best landing pages possible.

Ready to start using industrial advertising?

If your industrial company doesn’t have a team that can dedicate the time and effort to PPC, WebFX can help.

Our team has years of experience with PPC, and we’ve worked alongside multiple industrial companies like yours to create the perfect ad campaign.

When you work with WebFX, you’ll get a dedicated account manager to help your industrial company experience all the benefits of PPC advertising — such as an increase in qualified RFQs, distributor inquiries, and sales-qualified leads.

Contact us today for a free quote!