Understanding the Ins and Outs of Paid Manufacturing Ads

Understanding the Ins and Outs of Paid Manufacturing Ads

In Business Strategy, Digital Marketing, Marketing Strategy, Pay-Per-Click Advertising, Search Engine Marketing, Search Engine Optimization, Social Media Marketing by Robb FahrionLeave a Comment

Reading Time: 12 minutes

Have you tried different methods of creating awareness for and growing your manufacturing company to no avail?

Word Lead reports that paid ads boost brand awareness by up to 80%.

If you’re looking to grow your business, you’ve probably already tried different forms of marketing for manufacturing industries. But paid ads are an emerging form of marketing that’s becoming increasingly popular among companies across all sectors.

Paid manufacturing ads are becoming increasingly popular among manufacturers, as these have been proven to work better than other types of marketing.

They are generally very effective at driving traffic to your site, but they can be expensive if you don’t have a large marketing budget to work with. For manufacturers, the real value in using paid ads lies in their ability to drive the right kind of qualified traffic to their website and convert that traffic into leads. 

Benefits-of-Paid-Ads

(Source: Optinmonster)

This guide will teach you how paid ads work and how you can use them to drive targeted traffic that converts into sales leads.

  • What are paid ads for manufacturers?
  • Types of paid ads for manufacturers
  • What are the key paid advertising platforms for manufacturers?
  • PPC strategies for manufacturers
  • How much do paid ads for manufacturers cost?

Let’s proceed!

What Are Paid Ads for Manufacturers?

Today’s consumers are inundated with ads and promotions, making it difficult to cut through all that noise to get their attention. 

Here is where paid advertising comes in; using paid manufacturing ads allows manufacturers to target people interested in a particular product or service or who have shown interest in similar products and services. 

What-are-paid-ads

(Source: Brafton)

You can also use paid ads to reach potential customers when they might be more receptive to your message. They are also useful if you want to create buzz around a new product before launching it (this manufacturing marketing strategy is often referred to as advertising before launch). 

However, when creating a paid ad campaign, you should know what type of audience you’re trying to reach before starting an ad campaign; otherwise, you could spend money on ads that don’t resonate with your target audience. 

You should also consider how much money you have available for an ad campaign and how much time you want to spend on managing it. Paid ads require ongoing management once they go live.

Types of Paid Ads for Manufacturers

When running a business that makes physical products, one of the best ways to reach potential customers and drive sales is through paid advertising. 

Paid ads are everywhere on the internet and are one of the most effective ways to promote your business or products. However, it can be hard to sort through all the different types of paid ads and figure out which ones are best suited to your specific needs. 

There are many different types of paid manufacturing ads available today, and you can use them in different ways to get your message out there and attract new customers to your brand or product line. 

With so many options, however, it can be hard to know which ones are right for your company, so here are six common types of paid ads that manufacturers can use to help boost their business.

1) Search Engine Marketing

Whether a small business or a large manufacturer, Search Engine Marketing (SEM) is an easy and cost-effective way to get your website in front of millions of people. 

Elements-of-SEM

(Source: The Web Tier)

SEM ads offer local businesses access to potential targeted customers who have been actively searching for them.

Think about it: when someone is looking for a product or service on Google, odds are they’ll see your advertisement before anything else. 

2) Digital Display Advertising

We’re living in a visual age. What used to be an environment dominated by text is now filled with images, videos, and infographics. A quick scroll through your Facebook or Twitter feed can confirm that—images are everywhere! 

That’s why digital display advertising is often regarded as one of the most cost-effective online marketing options. Even better, it gives you full control over your ad's appearance: You can choose from different formats and sizes. 

There are also plenty of ways to target specific audiences, whether they visit certain websites or read particular publications. 

3) Social Media Advertising

Hootsuite reports that in 2022, social media is taking up 33 percent of the total digital ad spending.

Socoial-media-advertising-percentage

(Source: WordStream)

Social media marketing for manufacturing companies is one of the most effective paid ads. In addition, 1 in 3 social media users discovered a new brand or product on a social network. 

You must advertise your company and products on social media marketing for manufacturing companies platforms like Facebook, Twitter, LinkedIn, and Instagram if you want more potential customers. You can also run ad campaigns on Pinterest and Google+, but these platforms are still lagging in return on investment compared with other sites that manufacturers should use for paid ads.

4) Mobile Ad Networks

Mobile ad networks allow you to buy ads directly from your phone or through a service that serves as a middleman between you and multiple networks. 

Ad networks are ideal for businesses seeking small, local campaigns. If your business is local, if you have one location and little brand recognition, mobile ad networks might be a good fit. 

They allow you to buy ads in specific regions or cities and run them for a certain period.

5) Google Paid Search Ads

Since Google controls 92.47% of search engine traffic, it makes sense for companies looking to advertise online to take advantage of these paid search ads. 

Since Google uses an auction-based bidding system, your ad can appear at the top or bottom (or both) of search results pages. 

The downside? The competition is fierce, and costs can add up quickly. But if you choose your keywords wisely and optimize your ad copy, there’s a good chance you’ll be able to generate some clicks without breaking the bank.

6) Pay-Per-Cick Ads

Pay-per-click ads are your best bet if you’re looking for a more targeted approach. 

Many businesses use PPC, but it’s especially effective for manufacturers, as these ads allow you to target consumers based on search and location data.

What Are the Paid Advertising Platforms for Manufacturers?

Paid advertising should be part of any manufacturer’s marketing strategy. Still, it can be very confusing to determine which paid advertising platform to use and how to utilize it most effectively. 

With so many platforms to choose from, manufacturers need an expert guide to help them learn the ins and outs of paid manufacturing ads before spending their hard-earned money on ads that may not generate the desired results.

With this in mind, these five paid advertising platforms can help you increase your online presence and generate more leads as a manufacturer or distributor.

Facebook Ads

In terms of paid advertising platforms, Facebook is one of your best bets for paid advertising platforms. With over 2.93 billion monthly active users, Facebook is today's most popular social media network. 

That said, with such a large user base comes large competition. There are currently thousands of businesses competing for attention in every niche imaginable. 

That means it’ll be hard to make an impression without spending money; however, there are plenty of opportunities to get noticed.

Google Ads

Google Ads is one of the most popular advertising platforms for manufacturers. 

The ability to target customers based on keywords, location, and time of day means you can reach a specific type of consumer when they’re ready to buy. And with Google’s conversion tracking, you know exactly how well your campaign performs. 

As far as paid platforms go, it’s hard to beat Google Ads in scale and user-friendliness. 

Twitter Ads

One of Twitter’s most powerful tools is targeting. If you have a product that appeals to a very specific niche or audience, it makes sense to go directly after them on Twitter and pay for their attention. 

Targeted users will be exposed to your ads so that you can take advantage of one of its most valuable features with little effort.

LinkedIn Ads

What makes LinkedIn Ads so effective for manufacturing businesses?

You can target an audience based on job title, company size, seniority, and geography.

How-to-create-Linkedin-Ads

(Source: Laire Digital)

In addition to targeting by company size, you can also target business-to-business (B2B) companies looking to buy your products or services. 

Furthermore, because LinkedIn boasts a large pool of members (over 830 million), you can access many potential customers.

Instagram Ads

Instagram has grown over the years to be as popular as Facebook or Twitter, and it has many advantages for those trying to sell physical products.

If you want to sell an experience-based product that doesn’t necessarily require a high level of education to understand, Instagram might be your best bet. Users typically don’t read much while they scroll through their feed, making your images and videos important.

PPC Strategies for Manufacturers

If you’re in the manufacturing industry, you know how difficult it can be to run your business effectively. It is because so many different aspects of your business require your attention, from production to marketing to accounting. 

Paid-advertising-strategy

(Source: Business Nucleus)

One area that often gets overlooked but can significantly impact your bottom line is pay-per-click (PPC) advertising. 

PPC advertising (pay-per-click) allows you to reach new customers, build brand awareness, and convert leads into customers. 

But if you're not using PPC manufacturing ads effectively, you might as well not be using it at all, so here are the top 5 strategies that manufacturers should implement to get the most from their PPC campaigns.

1) Set Campaign Goals

The number one mistake business owners make when launching a new PPC campaign is not having clear goals in mind from day one. 

What do you want your campaigns to accomplish? Do you want them to drive more web traffic, get more phone calls, or sell more products? 

Once you have a goal in mind, create conversion funnels that measure whether or not your campaigns are working towards those goals. 

2) Use Exact Match Keywords in Your Ads

Use an exact match keyword phrase in your ad copy, and Google will help you show up when someone searches using that same phrase. 

For example, a company specializing in rust-proofing their customers’ cars might have their ad read "Rust proof your car today!" People searching for exactly that phrase are more likely to click on it. 

Make sure you use exact match keywords in your ads because it makes everything from ad creation and management easier.

3) Add Negative Keywords to Improve Your Ad Quality

The most effective paid marketing strategy for a manufacturing company is one that gets people in your target market to click on your ads and not those that get a lot of irrelevant traffic. 

So, ensure you’re getting only high-quality clicks by using negative keywords: words or phrases associated with something other than what you’re selling.

4) Look at Your Competitors' Ads and Get an Edge Over Them

You can best look at your competitors' ads and figure out what works and what doesn’t. The tactics they are using are likely popular because they work.

Look at their targeting, demographics, images, ad copy, and other areas that could affect click-throughs. This information will give you a better idea of what keywords to bid on to compete with them.

5) Try Retargeting

Retargeting is a well-known but often overlooked tactic used heavily by online retailers. Once you follow retargeting best practices, you can find interested visitors on your site and reach out to them with ads that have special offers or a customized pitch, depending on their interests.

How-retargeting-campaign-works

(Source: Digital Marketer)

Let’s give you an example of following retargeting best practices. If a consumer browses women’s shoes on a website but doesn’t make a purchase, retargeting gives you another opportunity to present your product differently.

6) Consider Influencer Marketing

When considering a new advertising channel, one of your priorities should be identifying influencers and working with them. 

Influencer marketing for manufacturing industries effectively reaches potential customers by working with high-profile social media personalities in your industry. With these partnerships, you can easily share content and grow brand awareness together. 

7) Track Your Manufacturing KPI Metrics Regularly

PPC campaigns can be tricky—especially when you’re unsure which manufacturing KPI metrics to track and measure. 

As a manufacturer, one of your most important manufacturing KPI metrics is ROI (return on investment), which measures how much money you made after factoring in all your ad costs. 

Other vital manufacturing KPI metrics include conversion rate, average order value, and click-through rate. You should also track these metrics by keyword, campaign, or ad group to see which are performing best. 

It’s also important to monitor things like bounce rate and time spent on the website to know what content resonates with your audience. 

These stats will help you determine whether or not your PPC manufacturing marketing strategy is working as well as it could be.

How Much Do Paid Ads for Manufacturers Cost?

There will never be a single, all-encompassing rule when determining what to spend on manufacturing ads. Instead, your company's current wants, needs, and advertising budget will dictate the changes you need to make. 

Set aside between $1,500 to $2,000 or roughly $50 to $65 per day for testing when you begin.

Although this investment is large, it is justified, especially when hiring a manufacturing digital marketing agency. First, consider the new customer's average lifetime value.

According to Google's conservative estimate, for every dollar spent on advertising, advertisers make $8. 

By investing the recommended sum, you can obtain a good standard test of keywords that generate far more traffic and conversions. In addition, you can modify your budget as you test and gain more knowledge about which advertisements produce the best outcomes.

You can increase your investment in the ad campaigns producing results as you figure out what works and doesn't.

It’s Time to Get Started on Your Paid Ads Campaign!

When manufacturers decide to start an ad campaign, many are unsure of how to proceed. However, paid manufacturing ads can be very effective if used correctly, and a poorly implemented marketing strategy for a manufacturing company will almost always fail.  

The key is knowing what you want your ad to accomplish, where it appears, and what message you want it to send. Once these things have been decided upon, it’s time to start writing your first paid advertising copy.

But if you are too busy to take on this project or unsure where to start, you can reach out to a manufacturing digital marketing agency.

Our team of experts at Flying V Group will be thrilled to partner with you on this journey towards creating an effective paid ads campaign for your company. Contact us today!


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Robb Fahrion
Robb Fahrion, Partner
Flying V Group

 

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