Why Every Industrial Marketing Plan Needs PPC

PPC (that is, pay-per-click advertising) offers a number of unique advantages that no other type of marketing can, online or offline. Can your company afford to lose these 4 competitive advantages to competing manufacturers?

#1. Only Pay for Performance

PPC stands for ‘pay-per-click’. This means that advertisers only pay when someone interacts with their ad creative in a definable way – in this particular case, by clicking on it. The pay-per-click advertising model keeps costs tied directly to an actual performance metric. Does yours?

#2. Build Brand Awareness for ‘Free’

As if accountable advertising wasn’t good enough, PPC offers another closely-related benefit. Because advertisers are only charged for clicks, all impressions (also known as ad views) don’t cost a thing! Free brand awareness, anyone?

#3. Stay Top-of-Mind Online

Email marketing will help keep your business top-of-mind in the inbox, but only if you have an email address. Remarketing or retargeting (a marketing function unique to PPC) will keep your business top-of-mind by showing ads to anyone who has previously visited your website. You don’t need contact info, and you can keep your company in the running as searchers compare your offerings to your competitors’.

#4. Advertise to People in Need

When you search in Google, you need something. Well, that same logic applies to your potential customers. With PPC, advertisers have the ability to match specific solutions to specific needs via keyword targeting. In other words, PPC helps your potential customers find exactly what they’re looking for … and that could be you. Does your current advertising program give you that level of control?

In Conclusion …

Although PPC is not a standalone marketing initiative, it does make an excellent addition to any industrial manufacturer’s marketing plan. If your company hasn’t seriously explored pay-per-click advertising yet, now is the time to start!

J.J. Anderson

About J.J. Anderson

J.J. is a Google AdWords Certified and Bing Ads Accredited online advertising consultant at Fathom, managing PPC across search and social platforms.

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