October 01 2020
Why is PPC Important for Industrial Companies?
Source: McKinsey B2B Decision Maker Pulse Survey
What Makes PPC Different for Industrial Companies?
An industrial paid search advertising strategy needs to be targeted toward the right audience while also setting your business apart online. Successful industrial PPC strategies require ongoing refinements based on lead and user behavior data.
Over the last 17 years, our Team has helped manufacturers, distributors and other industrial businesses establish a competitive online presence through paid search advertising and industrial internet marketing. We have taken the time to truly understand the industrial buyer by studying user behavior data, analyzing leads and learning the ins and outs of our clients’ businesses. Here are the main points to keep in mind when creating a successful industrial PPC presence:
Understanding Intent & Search Behavior
Creating a targeted keyword strategy requires an in-depth understanding of the decision-making process that the engineers, industrial procurement, and other technical buyers go through and their search intent throughout the process. (To learn more about intention and its relationship to paid search, visit our blog on the subject.)
Consider how you use the internet when searching for a new vendor or supplier for your business. Or what search terms you use when you are ready to make a purchase versus when you are beginning the research process. You are searching based on your intention – education, research, purchasing decisions, etc. This applies to industrial buyers as well and is the foundation of our B-SMART Method®.
The B-SMART Method® in Action: A custom fabricator who is focused on small fabricated parts made of aluminum or stainless steel is bidding on the keyword “fabricator”. This phrase is generating traffic and leads for metals they do not work with (such as carbon steel) and plastics (such as PEEK and Delrin®). It is also using budget that would otherwise go to searches in line with the business. Using the B-SMART Method®, the custom fabricator instead, bids on targeted keywords like “custom 316 stainless fabrication” and “precision aluminum fabrication”. These phrases are now driving relevant leads for the business.
Differentiate Your Business Through Targeting and Content
An industrial PPC advertising strategy requires optimization on a variety of levels. Being strategic with your program’s campaign structure is the first step toward generating targeted online leads. For example, u-bolts are more profitable than regular bolts, so as a bolt distributor, you would want to structure your program to focus more daily budget on your profitable u-bolts versus others.
Targeting the right kind of user is just as important as excluding the wrong ones. This is done through ongoing refinements to your paid search program’s negative keyword list and is one of the best ways to ensure your budget is directed towards high-quality traffic, and more important than ever following Google’s update to search query reporting.
Depending on your industry, certain elements regarding a quote can become non-negotiable. A project bid could be won or lost based on whether you can meet specific project requirements such as working with an exact alloy type, machining tolerance, or quality assurance program. Including targeted technical information within your ad text will attract the right type of website visitor and following through with targeted, specific content will support them throughout their decision-making process.
(Source TechValidate. TVID: A4A-5E1-27C)
The Industrial Sales Cycle & Identifying Quality Leads
The purchasing cycle for industrial goods can take anywhere from several weeks to several months. In a recent survey of our industrial customers, we discovered that nearly all new vendor sourcing takes anywhere from one to six months, and 8% takes even longer (Source: Techvalidate TVID: 0B1-D76-9C1). Tracking this process over time, through multiple visits and channels is critical as each transaction can have a significant lifetime value for each industrial company.
By utilizing form and call analytics, you can hone in on what separates a high-quality lead from the others and adjust your PPC program accordingly. Your lead data is a great place to identify new keyword variations and user trends. It can also be a great place to identify new areas of opportunity for your business.
Lead Refinement Case Example: A global manufacturing company moved their program to TopSpot with the expectation of increasing sales from paid search. Prior to doing so, their in-house PPC program converted 13% of their paid search leads into sales. By focusing on lead quality and refining the program based on analysis & discussions regarding their phone call and form leads, the TopSpot managed program closed over 18% of its paid search leads. > Read the Detailed Case Study
Download our infographic on the importance of Digital Marketing for Industrial Companies to see all you need to know in a glance!
What Does This Mean for Me?
When it comes to industrial PPC, there will always be additional keywords to add, negatives to include and ad text to test. Google is constantly evolving to make their platform better for users, so it’s crucial to always be testing new features and strategies in order to hone in on the ones that are most successful for your business.
For an integrated online presence, it’s important to consider industrial SEO for your marketing strategy as well. Read our blog on SEO for Industrial Companies to learn more.