3 More Tips To Help You Get The Most From Your PPC Ad Campaigns

Pay Per Click (PPC) ads are one of the best ways to increase your industrial company’s website search engine ranking while bringing in new customers. They are highly targeted and grab ready-to-buy customers who are looking for your products and services online. The main issue with PPC campaigns is that it is incredibly easy to make mistakes setting them up which can quickly blow through your budget while missing your target audience.

Here are 3 more tips to help you put together better PPC ads and get the most out of your campaigns.

1.) Select the right platform for your ads

Google tends to be the first place that pops into most people’s heads when you say “Pay Per Click ads” or “online ad campaigns” but they are far from the only game in town. Google is a great place to start but also consider social media ads (LinkedIN, Twitter, and others), social video platforms (such as YouTUBE), and particularly ads in industry directories (ThomasNet, GlobalSpec/Engineering 360, Qmed, and others). Each platform offers a variety of ad placements and targeting algorithms that can help you better reach your marketing goals while giving you the ability to view and monitor key metrics and audience demographics.

2.) Pick the right keywords and phrases

Choosing the right keywords will allow you to properly target just the right audience (people interested in your products and services) for your ads. Your campaign’s keywords should be written in SEO-friendly phrases that are 3-6 words in length. The phrases should be something you think a potential customer would type into a search engine to find your products or services. Focus on quality keywords and phrases that are relevant to your industrial offerings. Compelling, relevant ad text peppered with the right keywords or phrases equals better overall ads and better click-through rates. Be sure to do regular audits of your keywords and phrases too. Investing your budget in underperforming keywords and phrases will cost you money without gaining any new customers.

Here are 3 free keyword planning and research tools that you may find helpful:

3.) Create captivating stories

Your ad needs to tell a very quick and compelling story. You need to give your target customer a reason to care and to click on your ad. The best campaigns create short stories that leave a lasting impression and a memorable experience. Keep in mind that your word count is extremely limited. You really need a striking headline that is sure to catch an engineer’s eye and speaks directly to their pain points or issues and finish with a clear Call To Action (CTA). If you fail to provide an ad that aligns with the headline people will most likely ignore your ad altogether. It is best to work relevant keywords into a very direct headline, keywords that would be familiar to your audience and relevant to your ad. The CTA at the end is also incredibly important and serves as a pathway to help your buyers learn more about your company, your offerings, and how to purchase from you.

Lost? Don’t want to deal with it on your own? Engage a professional!

PPC campaigns can be done on your own but in order to get the very best bang for your buck, you may want to consider hiring a professional marketing company to run your campaigns for you. Teaming up with a professional industrial marketing company, like The Rico Group, will help you formulate better plans, nail down the right budget for your audience, locate the correct placement for your company’s ads, and (most importantly) monitor the campaigns on your behalf in order to make the proper adjustments, as needed, to ensure that the PPC campaigns are performing for you.

Never forget that PPC ad campaigns are not a “set it and forget it” type of marketing. Ads that worked great last month may fail this month due to reasons out of your control, such as platform algorithm changes. You need to keep an eye on your campaigns, check them on a regular basis, and update them as necessary to ensure that you are getting the most out of the ad for your advertising dollar.

All industrial – all the time!

With over 30 years of experience, The Rico Group specializes in helping industrial manufacturers and job shops grow their business and diversify their customer base. We are your bolt-on marketing department. Our solutions give you the full capabilities of an in-house marketing department at a fraction of what it would cost you to hire a full-time marketing crew. We know how engineers think and what they are looking for. We know your processes, equipment, and materials. We also know that you have very little time to take away from your production and getting your customer’s orders delivered.

Interested to see what your current digital marketing efforts are really doing for your company?

We offer a free comprehensive analysis of your company’s online marketing to give you insights into what your true digital footprint is and how you can improve it. The report also comes with an in-depth competitor analysis and a free expert consultation to review the report with you and answer any questions you may have.

Also, please grab a free copy of our comprehensive digital marketing success guide to help you accelerate your job shop’s growth. The guide walks you through the process of generating more qualified leads for your industrial manufacturing company.

Our industrial clients swear by our strategies – because they work.

Grow your manufacturing business with better marketing with The Rico Group.


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