{"id":1450,"date":"2017-09-14T15:43:01","date_gmt":"2017-09-14T15:43:01","guid":{"rendered":"https:\/\/www.industrialfx.com\/?p=1450"},"modified":"2017-09-14T15:43:01","modified_gmt":"2017-09-14T15:43:01","slug":"use-google-bing-advertise-industrial-company","status":"publish","type":"post","link":"https:\/\/www.industrialfx.com\/use-google-bing-advertise-industrial-company\/","title":{"rendered":"Should you Use Google or Bing to Advertise Your Industrial Company?"},"content":{"rendered":"

Since the majority of Americans prefer Google<\/a> as their search engine of choice, it is obvious why so many companies choose to bid on PPC ad space in the Google search results page.<\/p>\n

However, studies show that advertising on Bing could actually yield a higher ROI for some industries<\/a>. So, where should your industrial company focus its advertising? On this page, we\u2019ll take a look, but first, let\u2019s talk about PPC.<\/p>\n

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What is PPC advertising?<\/h2>\n

PPC, or pay-per-click, advertising is an Internet marketing strategy in which an advertiser pays anytime the ad is clicked.<\/p>\n

Commonly, these ads are displayed in the search results page of a search engine. You can tell that a search result is a PPC ad because it will have a small green box with the word \u201cad\u201d inside it next to the title.<\/p>\n

Advertisers make bids on targeted keywords that they want their ad to show up for when that keyword is searched by a user. That way, the ads that win a spot on the search engine results page are relevant to what the user was searching for.<\/p>\n

If the ad is clicked, the advertiser then pays the bid, hence the name pay-per-click. There are limited spaces available for these ads to be displayed, so when a lot of advertisers are bidding on the same keyword, the bids can quickly skyrocket.<\/p>\n

According to ubersuggest.com, some of the most highly-searched keywords for industrial companies include \u201cindustrial engineering,\u201d \u201cindustrial design,\u201d \u201cindustrial fan,\u201d and \u201cindustrial furniture.\u201d<\/p>\n

Metrics that are used to measure the success of a PPC advertising campaign are cost per lead (CPL) and return on investment (ROI).<\/p>\n

CPL is calculated by taking the total marketing spend divided by the total number of leads. This metric gives the advertiser an idea of how much they are spending in order to generate new leads. A lower CPL is ideal because it means the advertiser is spending less to get their leads.<\/p>\n

When leads turn into sales, ROI tells the advertiser how much money they made for every dollar spent on advertising. The higher the ROI, the better. Advertisers closely track these metrics in order to determine which ad campaigns are the most successful.<\/p>\n

Who uses what search engine for PPC?<\/h2>\n

According to Data Analyst, Adam Read, a study of Bing and Google<\/a> showed differences in demographic and psychographic information. The results of the study are found below:<\/p>\n

Those who prefer Google<\/strong> tend to be:<\/p>\n