Manufacturers’ Guide to Paid Advertising

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Paid advertising is one of the best ways to attract prospective clients, find partners, and gain new contracts. When managed by seasoned marketers, paid ads for manufacturers can be a tool for achieving goals for sales, leads, and brand awareness.

Paid advertising involves the purchase of ad space in a high-traffic location, showing content that promotes a product or a service. In Internet marketing, paid advertising takes several forms, depending on the medium and venue where the ads appear.

  • Pay-Per-Click or PPC – This type of paid advertising is associated with search engines, primarily Google. It also has several sub-types:
  • Search Ads – Ads that appear in the search engine results pages (SERPs).
  • Display Advertising – Ads that appear on Google’s partner websites.
  • Social Ads – These are the paid ads that are created and run on social media sites. Facebook, Instagram, Twitter, LinkedIn, and Pinterest have their system for creating paid ad campaigns through which marketers can target audiences based on keyword searches, demographic profiles, interests, and search histories.
  • Instream Ads – Usually in video form, instream ads appear on YouTube and other video streaming and sharing platforms. These ads appear in the middle of a video. Some of them cannot be skipped, which means that viewers are forced to watch and listen to the advertisement. Long ads may be skipped, but only after the first five to ten seconds of the video ad.

If you are unfamiliar with these ad types and platforms, a paid ads specialist can help you create a strategy that will identify and achieve your targets. If you’re ready to take advantage of Google Ads services and Facebook paid ads management, we’d be happy to walk you through them.

How Paid Advertising Works

Here’s a simplified take on how paid ads work. Advertisers (referring to the brands and companies paying for the ads, as well as their ad campaign specialists) create an ad launch on platforms like Google, Facebook, and YouTube. They compete for the best ad placements by bidding on the keywords their target audiences use.

When their ads start appearing before their target audiences, advertisers don’t spend money yet. It’s only when audiences click on the ads that they pay the amount they bid on, hence the name Pay-Per-Click.

Elements of a Paid Ad

A paid ad campaign begins with creating a strategy. Advertisers typically begin by studying the information they have on their current customers and target market. They also need to prepare or decide the following.

  • Ad campaign goals – Do you want to generate buzz around a new product, attract subscribers, or increase sales?
  • Budget – How much are you willing to spend on an ad campaign? Here’s where working with an experienced PPC specialist makes a difference.
  • Platform – Where can you reach the majority of your target market? On social media or Google search? To answer this question, advertisers must identify their target audience and understand their habits, needs, wants, and pain points. These details will be useful in creating ad copies that are relatable, captivating, and convincing.
  • Ad copy – Tip: When audiences encounter your ads, there’s a good chance they’re already informed about the type of product and service you offer. They have pain points and are looking for solutions. The ideal ad copy matches the user’s search intent. It should also contain keywords that reflect that intent.
  • Landing pages – Paid advertisements must have a page where audiences go after they click on the ad. Landing pages can be product or service pages, subscription pages, reservation pages, product video demos, etc. The landing page should fulfill the promise of the ad. It would be cost-efficient, however, if the landing page is a converting page. An example would be a product page with product details and a click-to-buy button.
  • ●          Metrics – Advertisers must determine which metrics to use to measure the success of a campaign. It’s how you set goals, verify your ad’s effectiveness, and conduct AB testing.

The Benefits Manufacturers Can Get from Paid Ads

Paid ads can be beneficial to manufacturers in many ways. First, it allows them to target audiences who are most likely to convert and become paying customers. Second, it is a highly measurable and cost-effective advertising method. Unlike traditional TV and newspaper ads for which the number of impressions is merely estimated and it’s difficult to track conversions, paid ads can give the precise numbers for ad views, clicks, conversions, and even sales.

Paid ads also generate results faster than search engine optimization (SEO). If the goal is to increase website traffic, acquire leads, and generate website conversions as quickly as possible, launching paid ads is the way to achieve these targets.

In a nutshell, paid ads for manufacturing are cost-efficient and can generate results as soon as they go live.

How Manufacturers Can Use Paid Ads

Here are some specific examples of how manufacturing companies can optimize paid ads:

  • Capture new audiences on Google by running PPC campaigns on Google Ads.
  • Generate leads from social media by running paid ads on Facebook Business Manager, Twitter Ads, LinkedIn Ads, or YouTube Ads.
  • Reach qualified leads (customers and distributors) through keyword targeting.
  • Generate sales by using product and service pages as landing pages for paid ads.

Get the Most Out of Paid Ads

Do you represent a manufacturing company looking to maximize the benefits of paid ads? If so, consider our services for paid ads management at Feedback Systems, Inc. We have specialists for Google, Facebook, and LinkedIn ad campaigns. We also offer complete services, starting with customizing solutions and strategizing to achieve your company’s goals.

You can expect measurable results and transparent and timely reporting from our team. With our vigilant monitoring and agile ads management, we can make sure that your campaigns can generate the best possible results.

Let’s talk about your business goals and how paid advertising can contribute to them. Contact us today.

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