7 Tips for Small Manufacturers Thinking About Using AdWords

Written by: Jason Bayless | August 11, 2017

Launching a successful AdWord campaign takes a great deal of effort but is one of the most rewarding marketing strategies you can use to scale up your manufacturing business. It’s an excellent tool to reach your targeted customers and getting a better return on your investment.

Google has made it relatively easy to get started with AdWords. Simply fill out your credit card information, compile a list of keywords, write the ads, and you’re ready to go. However, this is just the tip of the iceberg. A successful AdWord campaign is a continuous process and one that will require more than just a few minutes of your time when signing up.
If you’re considering the use of ads in your business here are a few tips to get you started.

1. Identify Why you’re Considering an AdWord Campaign
Asking yourself these three questions will help you manage your expectations before running an ad campaign.

•What product or service do I want to promote?
•What incentives do I offer people to cultivate interest in my business?
•Will an AdWord campaign entice more people to use or purchase my services?

2. Use Available Tools to Carry Out Keyword Research
Before you can start an ad campaign, you need to verify that there’s indeed a considerable amount of search volume for what you’re about to roll out. If no one is searching for your product or service, then an ad campaign is not for you.
The adwords keyword planner is a free tool that you can use to brainstorm on the viability of the keywords you intend to use on your ad campaign. Once you feed the keywords into the tool, you’ll get an expanded list of other related keywords and an indication of how competitive they are.

3. What is The Search Intent for Your List of Keywords?
Google each keyword on your list individually and get a clear understanding of what users are looking to accomplish by searching for it online. If the keyword has a search intent that corresponds with your ad campaign objectives, include it in your ad group.
Identifying search intent is important because it helps you to filter out keywords that are not relevant to your ad campaign. Such keywords only serve to drive up your marketing costs and reduce your ROI.

4. Assess the Competition
By being a bit proactive, you can get to know what the competition is up to. Find out what is working for them in their ad campaign and what is not. Visit their landing pages as well for fresh ideas to include in your ad content.

5. Have a List of Negative Keywords at Hand
This is a list of keywords that you don’t want your ad campaign to display. This will save you from budgeting on irrelevant search terms. For example, if you’re in the manufacturing industry, you’re probably only interested in individuals seeking manufacturing services and not those looking for jobs in manufacturing. ‘Manufacturing jobs’ and related variations of the keyword can be added to your list of negative keywords.

6. Find Out If You Can Afford To Advertise
This will save you the time and money used in a campaign that is destined to fail from the get-go. The estimated cost per click (CPC) should be lower than the maximum CPC for a particular keyword to stand a chance of being profitable. If you don’t have a clue on these numbers, we recommend tracking them through Google analytical tools.

7. Timing of the Launch
The best time to launch an ad campaign is just before the peak season. We don’t recommend launching during or after the peak season when click through rates go down and fewer sales are expected.
That’s it for today. Now you have all the basics that you’ll need if you decide to go ahead and launch an adword campaign for your small manufacturing business.