To succeed in a world in which customers seek out manufacturers and products online, you need a great PPC strategy to draw them in. While it can be tempting to take the easy route of pay-per-click with Google (when a business pays to have its ads show on the top of the first page of a Google search), in a long run, a well-planned strategy is far more effective, especially within the worlds of industrial manufacturing and industrial processes. The right strategy can take your online presence from zero to hero within a few hours to a week, depending on the nature of your business. Today, we plan to help you take your PPC strategy to the next level by offering up six slick tips not found in Google’s setup guide. If you implement these tips, we are sure that you will begin to see results within a week. Let’s get started!
1. Increase the Impact of Your Ads by Carefully Choosing Where You Want to Advertise
It’s important that you know that when you first set up Google AdWords, your ads will automatically be shown on the web in the United States and Canada. This works for some businesses, but not all. If your business is quite small and you do not want to advertise to such a large potential customer base, we recommend that you go in and update those settings. You can adjust those areas in which your ads appear based on country and state, as well as regions and certain miles within a zip code. If your business does not ship outside of a certain area, or if your monthly budget is not large, it is best to shrink your service area. This way, you can build a solid base of happy and satisfied customers, rather than risk your reputation by having to turn someone down or not being able to deliver on a promise. You should also know that if you overspend, your ads may run only a few hours a day. That is why the best choice is to go in and set up geographic targeting. While you may not see an overt change right away with this one, we assure you that the changes in your audience will make a positive impact over time. However, we’re also sure that, if you have been having negative interactions with online visitors because you cannot service them, once you change the location of your ad displays, these interactions will vanish almost immediately.
2. Set up an Ad Schedule in Order to Target Leads at Their Most Active Times
The best business comes during business hours. That means your ads should be displayed primarily on weekdays from 9 am to 5 pm. To nail this, we recommend you start out by setting up an ad schedule. Remember, the most successful entrepreneurs act with intention! Along those same lines, we also highly recommend that you have your ads active at a time of day during which you are ready and able to respond to requests and inquiries from leads. For the best results, remember that, if you are taking off weekends, you should adjust your daily allowances to reflect the fewer number of days. Also, don’t forget that, depending on your geographic targeting, your potential clients may be in different time zones. If you plan to limit the time your ads will be up, take those time differences into account. While you will still certainly get requests and visitors outside of your primetime, this trick will definitely help you get more concentrated and fruitful results, so don’t wait; get started on this one right away.
3. Get More For Your Money and More Relevant Visitors Simply by Saying “No” to the Display Network
The third tip we would like to give you is to say no to Google’s default display network setting. This setting, which is presented to you when you create a new campaign as “Search Network with Display Select,” allows Google not only to display your ads as search results for queries to which they are applicable, but also to display them across the so-called Google Display Network, along the side of websites that Google sees as particularly related to your keywords. While this may sound like a good thing right off the bat, when it comes down to it, it may be more trouble that it is worth. Think about it this way–if Google is matching your ads to searches that are not truly relevant to them, people will end up going to your site when they are not really looking for your product or services. This is not inherently a bad thing, but, unfortunately, wasted clicks can gobble up a big chunk of your budget, leaving you with a campaign with holes. Avoid this and see a better long-term return on your investment by saying no to the Display Network today.
4. Cut Down on Misfires and Bring in Your Target Audience by Using Highly Relevant Keywords
Next, we recommend that you use highly relevant and specific keywords. This piece of advice may seem a bit obvious, but it is a fact that, at the beginning of their industrial PPC campaigns, many companies make the mistake of selecting keywords that are too vague and do not draw in the clientele for which they are really searching. Think of vague or broad keywords as causing traffic jams; the keywords initially draw in a crowd, but because they are not specific enough to give potential customers the green light to keep moving through, the space becomes crowded with people online who can’t find what they’re looking for or wish to turn around. For example, instead of using “air scrubbers” as your keyword phrase, try going with something like “1000 CFM HEPA air scrubber” or “1200 CFM air scrubber.” The idea is that, the more specific and narrow the keyword, the more well-matched and relevant the results. The benefits of this are twofold: first, your business saves money by reducing irrelevant clicks and, second, your business makes more money by bringing in leads that are searching for products and services relevant to you. To find the best keywords, we suggest you start by studying your website, the websites of your competition and the Google Keyword tool. This will set you on the right path, so that you can begin implementing changes and seeing more productive traffic by the end of the week. Good luck!
5. Cut Back on Misdirected Traffic and Wasted Clicks by Creating a List of Negative Keywords
Negative keywords are those keywords that you select as keywords that you don’t want guiding users to your site. In other words, negative keywords stop your ads from popping up on irrelevant search queries. As we’ve stressed before, quality of clicks is far more important than quantity of clicks. What use is a click to you if you’re selling new and used industrial drums, but someone ends up at your site looking for a percussion set? This only leaves them frustrated and you with part of your budget squandered on a visitor who has no intention of working with you. So, adding negative keywords is very important and should not be overlooked. In addition to those negative keywords that should be added to your specific campaign, we also recommend going ahead and adding some generic and frequently used search words to your list. These include words like: free, cheap, new, used, etc. Words like this are typed so often that, if you did not add them to your negative keyword list, you could end up losing a ton of money on wasted clicks. Adding words and phrases to your negative keyword list is something that will improve your search results instantaneously; we cannot recommend this trick enough.
6. Test the Waters with Experimental Keywords and Targets
Last but not least, we must tell you that, in order to be successful, you must be both bold and adaptive. At the end of the day, the best way to figure things out is by trial, error and applied strategy changes according to your results. Draft up some keywords, draw up geographic targeting maps, and go ahead and perform tests. After you’ve done this, you can use what you learn to tweak your PPC strategy until you get it just right. Consistently get compatible clicks by adjusting your targeting, spending, keywords and all that other good stuff we talked about in the previous five points. Testing these things out will take time; unlike the others, it is not something that will make an immediate impact. However, if you are patient and perseverant, you will see that your tests do make a significant difference. Don’t wait around to get started on this; just jump right in! Stick to it, and you will see your PPC campaign and your business thrive thanks to your efforts.