How does PPC work?
PPC platforms operate on an auction system in which you decide exactly how much you’ll pay for a click to your website.
Like its name implies, you don’t pay for how many people see your ad, but rather how many people click your ad. If a customer doesn’t make it to your website by way of the PPC ad, you don’t pay a cent.
For example, if you wanted to display an ad to every user who searched the keyword “stainless steel industrial products,” you’d need to bid against other advertisers targeting those searchers. Whoever bids the highest amount will get a top position for their ad in search results.
Your bid amounts tell the advertising platform how much you’re willing to pay every time someone clicks on your ad. This makes PPC a budget-efficient way to advertise, since you can decide exactly how much you spend on any campaign.
Our Advantage
- The opportunity to work with the top PPC specialists in the industry
- A dedicated account manager who provides services tailored to meet your needs
- An opportunity to maximize your PPC search presence with pricing that fits your budget
Why Do Industrial Companies Need PPC?
The biggest advantage of PPC is that it allows you to target your audience when they’re actively searching keywords related to your business on search engines. So instead of interrupting them with advertisements while they’re watching TV or listening to the radio, you become part of their research process.
How Your Industrial Company Can Get Started With PPC
The best place to start any PPC campaign is on Google’s ad platform, Google AdWords. If you’ve ever used Google to look for a product or service online and seen ads listed at the top of the results page, these are all run on the AdWords platform.
To use Google AdWords, you’ll first need to do keyword research. Spend some time using their Keyword Planner tool to research the keywords and phrases your target audience uses, then divide them into campaigns based on the pages you want to attract traffic to.
You’ll need to write simple ads for each of these keywords, choose where they should direct people who click them, and determine how much you’re willing to pay for each click.
If your bids are higher than other advertisers’ for the same keywords, your ads will begin displaying in search results – and attracting visitors to your site – almost immediately.
As your campaigns run, you can visit the analytics portion of the platform, which will show how your ads are performing, how many clicks they receive, and how much you’re spending in a given period of time.
Then, you can use this information to improve your campaigns and maximize your results.
You can also follow a similar process in Bing, with their advertising platform Bing Ads.
PPC Best Practices for Industrial Companies
There are a few best practices to keep in mind as you create and optimize your PPC campaigns, and these are two of the most important.
Choose your landing pages carefully
Landing pages are the pages on your site that users arrive at after they click a PPC ad.
That means that when they land there, they expect to see the product that was advertised in the ad. If they don’t, they could become frustrated and return to search results in the hopes of finding a better option.
You should always be sure to create landing pages that match your ads, and ensure that there’s an easy way for users to convert on that page. This means your landing pages should include a contact form or a button to buy the product shown in the ad.
Optimize your landing pages to maximize your results
In order to convert as many users as possible, you should run tests on your landing pages and optimize them for the most conversions. You can do this by running A/B tests with a program like VWO.
This software allows you to change certain elements on your landing pages to test which ones work the best and which ones are falling flat. In doing so, you’ll be able to create the best landing pages for optimal conversions.