How Manufacturers Can Use Pay-Per-Click Advertising

First, let’s talk about engaging companies that have products they need to make.

For them, you’d start a PPC campaign by determining the best place to target the decision-makers in those companies. Typically, it’s a safe bet to go with Google Ads and Facebook Business.

These two PPC providers are the most popular online. That’s partly because they’re so easy to use, but it’s also because most people online use either Google or Facebook.

We’ll start by talking about how you can use Google to attract new clients.

Engaging clients with Google

To use Google Ads, you only need a Google account and a credit card.

Then, you’re ready to find your audience.

To do that, you can use Google’s Keyword Planner. Follow their steps to create your first campaign and work within the rules they set.

(Breaking the rules can result in penalties from Google HQ, which make it harder for you to use PPC.)

Now, create a list of keywords that potential clients might use on Google.

That could include terms like:

1. Casting services USA
2. Industrial auto parts fabrication services USA
3. Cold rolling in [your city]
4. Industrial metal lathe services for clock parts
5. Product manufacturing in USA

By adding those keywords to the Keyword Planner, Google presents us with their list of results. These results include average monthly searches, competition estimates, and suggested bids.

Unfortunately, none of the keywords we tried are searched enough to make them worthwhile. But Google does recommend similar keywords that we could use to get the same audience.

Depending on how relevant those are to your actual services, you can use any number of those keywords to grab the attention of potential clients. Once you’ve selected your keywords, you’ll set how much you’d like to bid for those keywords.

Your “bid” works just like a bid in an auction. Google is the auctioneer, and every time someone searches a keyword you chose, Google looks to you and the other companies that have bid on that keyword.

Then, Google takes the highest bid and ranks that company first in the ads results.

It’ll then place the second-highest bidder, third highest, and so forth. But here’s the big catch that makes PPC so profitable: You don’t pay for your ad placement.

You only pay when someone clicks your ad.

So, even if your ad displays for a specific keyword, you don’t actually pay the money you bid unless a user clicks on your ad. In other words, you only pay for your ad when the ad delivers a potential customer to you. That’s a sweet deal — and you won’t find it with TV or radio. Still, Google Ads is just one PPC option.

Engaging clients with Facebook

Facebook is the world’s most popular social network with more than 1 billion users. With that many people in one place, you can be sure some of them are inventors or decision-makers that need manufacturing support.

First, jump to Facebook Business. Create a page for your company if you don’t have one already. Otherwise, click to start an ad. Then, you can choose what you’d like to do with your ad.

Most of the time, you’ll probably choose to attract traffic with your ads, so you can get clients to your website, where they’ll eventually convert.

Then, you’ll get to name your account, fill out your financial information, and choose your audience for your ads.

Facebook lets you keep a close eye on your ad audience by showing you the approximate number of people you’ll reach on Facebook and Instagram (Facebook owns Instagram, so you can run ads on the platform using their advertising tools, too).

You can target ad recipients based on their age, sex, location, language, interests, and even job title — which is an ideal setup for manufacturing companies!

To reach potential clients, try targeting Facebook users with job titles you commonly find in the industry in which you specialize. So if you work primarily with sheet metal, you could target product engineers in the auto industry. If you primarily mold plastics, you could target “lead engineer” in just about any industry, from toys to building materials. That’s the power that Facebook places in your hands.

And as if that weren’t enough, you can also choose how much you’ll spend each day, how much you’ll spend throughout the campaign, and when your ads will run. Then, you create your own ads with images right from the source — your business.

After you launch your campaign, you can track it immediately to see results. If certain ads work better than others, you can ax the lower-performing ads and double-down on the most successful ones. With Facebook ads, you’re in complete control of who sees your company and how they interact with it.

It’s hard to find any other marketing method that works quite as well as that.