With traditional forms of marketing rapidly becoming ineffective, to compete in the modern manufacturing realm means utilizing the most relevant tools. And in marketing for manufacturing, that means leveraging pay-per-click (PPC) to reach the right audience and generate more leads.
To generate clicks rather than earn them organically, PPC marketing has given marketers a better chance to be heard above all the noise. The PPC model is simple; you pay the search engine a fee for every time your ad is clicked, and the visitor gets sent to your website. PPC ads are an excellent tool to draw attention to your latest service offerings. Because they are highly targeted, they can generate high quality leads. And compared to other marketing avenues, PPC ads are relatively cheap.
To get the most out of your pay-per-click campaigns and lead generation efforts, here are some tips:
Direct Prospects to a Landing Page
Don't just direct prospects to your home page. If you want to get the most from your PPC ads and generate valuable leads that could convert to paying customers, direct them to a well-designed landing page instead. Landing pages, unlike your home page, are focused on the objective that matches the intent of your PPC ad.
Content That Matches Your PPC Ad
If your ad focuses on a particular keyword or topic, it should be expected that your landing page provides more information about that specific keyword or topic. Don't mislead your prospects by not delivering what is promised.
Base Conversion Rate on Historical Data
Although PPC is considered cost-effective, it still requires some investment on your part. You should still be wise with your spending. With PPC, you bid on keyword phrases relevant to your target markets. And when a keyword query matches your keywords, your ads will display. Because you’re paying, it pays for you to study the pricing for PPC campaigns to ensure that they're helping you achieve your goal in the most efficient way possible.
Use historical data to create benchmark figures. Previous PPC campaigns will help you map out the conversion rate from leads to sales opportunities. And once you find keywords that are performing well and are generating leads and sales, continue to invest in them.
If you're not tracking your conversions, you won't get a clear picture whether your PPC ads and lead generation campaign are working. The numbers don't lie. And they can reveal if you have to tweak your ads to be more attractive. It could just be a matter of changing the copy.
As a relatively quick and effective way for you to capture leads and increase brand awareness, PPC advertising is an efficient tool for B2B manufacturers to utilize. However, remember that despite the rise of online marketplaces, most people will be more comfortable talking directly with someone who can answer all their inquiries. Don’t forget to provide a contact number somewhere visible on your PPC ad landing page to ensure your leads can reach you when they’re ready.