Advertising is the best way to get new customers and clients for a business. Doing so online will help you reach a larger client pool without leaving the comforts of your office. Pay-per-click advertising is one of the most popular ways to advertise online.
What is pay-per-click? How does pay-per-click for manufacturers work? We’ll cover all of this and some of your platform options.
What is Pay-Per-Click
When looking for information or products, most people start their search with a search engine. It gives you an ideal pool of customers to reach. It’s an active audience looking for what you’re selling, and you have an opportunity to make a sale.
Pay-per-click is an online advertisement run on platforms such as Google that requires the advertiser to pay a fee every time someone clicks on the ad. Examples of these ads are found each time you search for something. They appear above the organic search results and carry the Ad tag.
Pay-per-click (also called PPC) helps you to get in front of customers with targeted ads. Unlike traditional advertising, you can set your ads to display in search results for a specific keyword and specific location or demographic.
Using PPC advertising also lets you gain insight into who interacts with your ads, how well they draw new clients in, and how efficiently your PPC campaigns work. In addition, you will learn the best time to run your ads and where to target them.
How Does Pay-Per-Click for Manufacturers Work
Pay-per-click works on a variety of platforms. The most common PPC platforms are Google Ads and Microsoft Advertising. However, you can also use Facebook, LinkedIn, and Instagram to promote your business through PPC ads.
Most people start with Google Ads because it offers a large potential customer base. However, Google offers different ways to get your PPC ads up and running.
Creating an ad is a simple process; it works almost the same regardless of the platform. The process is:
- Sign up for an advertising account with your chosen platform.
- Create an ad. Make sure to target your keywords and pick the best format depending on your needs.
- Set your maximum bid for each click.
- Once live, your ad enters the auction process with other advertisers.
- The auction process determines which order the ads are shown.
- Then you pay only when someone clicks the ad.
While bidding strategies may differ for each ad format, the overall process is the same.
Google, and other PPC platforms, offer different advertising formats for you to choose from, depending on your needs.
- Search Ads
- Shopping Ads
- Display Ads
- Video Ads
- Email Ads
The Auction Process
The auction process can be confusing, especially for someone new. While it can get involved, and we will cover it in more detail soon, the basics are covered here.
The determining factors include ad account eligibility, how much a click costs each ad, and the order in which eligible ads appear.
Maximum cost per click (CPC) is the first criterion considered by Google’s search algorithm. The Max CPC is the cost set in their account for a specific ad group or keyword. The maximum amount the advertiser is willing to pay for each click. Often, the maximum will not be the amount they’ll pay.
Another factor is the quality score (or QS). The QS is a metric consisting of factors such as the click-through rate, ad relevancy to the search query, and the experience of the ad’s landing page.
How Effective Is Pay-Per-Click
To show how well paid advertising works, Alphabet (Google’s parent company) reported $147 billion in revenue from their Google Ad business. This amount accounted for 80% of their total revenue for 2020.
Pay-per-click advertising is one of the most successful styles of online advertising. According to Main Street ROI, for every dollar a business invests in Google Ads, they make an average of $2 in revenue.
Popular Platforms
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Google Ads
Google Ads, formerly known as Google Adwords, is the world leader in online advertising platforms. On this platform, companies can advertise across the Google network, including Gmail ads, search ads, and even Youtube video ads.
Google Ads works for companies of all sizes because it is inexpensive to start advertising online. You can choose to set the cost per click and target your ads so that they are only visible to your potential clients. But, of course, you also don’t pay anything until someone clicks on the link in your ad.
Facebook Ads
Facebook Ads are becoming more popular for companies that use Facebook to connect with clients and promote their products and services. It offers a detailed targeted way of getting ads in front of its 3 billion users.
Unlike Google Ads, Facebook Ads may not be helpful to every company. Manufacturers are likelier to get a better ROI using Google, Microsoft Advertising, or LinkedIn over Facebook Ads. Facebook Ads are geared more toward customers who don’t know they need your product and aren’t actively searching.
Microsoft Advertising
Microsoft Advertising, formerly known as Bing Ads, is similar to Google Ads. However, Microsoft Advertising allows you to run advertisements across their networks like their main competitor. These networks include Bing, Yahoo, AOL, and MSN.
While Google Ads still holds the top spot for PPC advertising, Microsoft Advertising is closing fast. For example, Microsoft’s shopping ads have a 45% higher click-through rate than Google’s.
LinkedIn Ads
LinkedIn is an up-and-coming way of marketing your business online. It has over 675 million users and is a great way to get your products and services in front of business customers. It is ideal for business-to-business marketing. You can target audiences based on
- Job title
- Seniority
- Skill set
- Company Name
- Industry
Like Google, Microsoft, and Facebook, LinkedIn follows the same bidding method to determine how much you will pay for the advertisements. However, LinkedIn does require a longer advertising cycle and potentially a slightly bigger budget to be successful.
Conclusion
There are several platforms where you can run pay-per-click for manufacturers. The best options will be Google Ads, Microsoft Advertisements, or LinkedIn Ads. These ads will help you target businesses that will need your manufactured products.
Contact us today if you want to grow your business through pay-per-click advertisements. Our team is skilled at writing PPC copy that converts and sets bids to get your company in front of the right customers without blowing your budget.
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