Industrial Advertising: Google Ads vs. Social Media Advertising
Whether you have an industrial advertising strategy in the works or want to get started on your manufacturing marketing campaign, every dollar matters. In the beginning, there are a few questions to ask yourself. Whose attention are you trying to get? Where are they spending their time online? How much money are you willing to spend to get their attention on your product or service?
This article is all about the best practices that our industrial marketing agency, MFG Tribe, has developed for attracting and channeling the attention of your target audience using Google ads and social media advertising. Here’s what we know about the recent trends in industrial marketing with respect to paid industrial advertising strategies.
Pay Per Click (PPC) Campaign
One of the best industrial advertising methods is the pay per click campaign. You can take two routes:
- Start with the standard Google search engine.
- Go with social media: either LinkedIn (which focuses exclusively on B2B) or Facebook/Instagram (which caters to both B2B and B2C).
CAC, a new acronym you’ll want to introduce into your vocabulary, stands for “client acquisition cost.” How much money are you willing to spend to get that particular customer? If your product or service is $5000, are you willing to spend more money to get that client? If you have a lower cost product or service, like grass cutting or gutter cleaning, wouldn’t you want to spend less money?
What is your service worth and how much does your product cost? There is no direct formula to calculate client acquisition cost. You have to look at it from the standpoint of how much profit you have in your cost and how much money you are willing to spend on advertising. As experts with industrial advertising agency MFG Tribe, we’ve seen manufacturing marketing strategies of all shapes and sizes and we can definitely offer a few pointers to help you out.
1. Google Ads Strategy
Let’s start with Google. The biggest issue with Google search is understanding the intent of why someone is searching. The motive behind their search may include: the intent to purchase a product or service, for research purposes, to spam you, or to size up competitors in their industry. You need to be careful when setting up a Google Ad Words campaign with the aim of being as specific and strategic as possible to get the highest number of click through rates and the lowest bounce rate.
When you look at Google campaigns, bounce rate is number one. You’re not optimized if the bounce rate is 90%. Regardless, B2B or B2C Google Ad Words is a great industrial marketing strategy if you don’t have SEO pushing you to the top.
People recognize the first four searches in Google are ads and the organic rankings are below that. Be careful when you want to take the route of just running an ad where it can be 90 cents to 90 dollars per click. For most small business, you will be within the couple dollar range.
Want to get the most out of your industrial marketing strategy? Consult the experts here at MFG Tribe. We are a specialized industrial marketing agency that understands the ins and outs of what you do! Call us today and find out what we can do for your business.
Google Ad Words Break Down:
When someone comes to your website, you can pull their cookie and IP address. When they go to another site, they will see that same ad on different websites.
If you see an ad on various websites of a product or service that you thought about or searched, it doesn’t mean someone is listening to you or spying on you – that’s an example of retargeting. Upon coming to the site, ads will be retargeted on other sites.
2. Social Media Advertising
B2B and B2C industrial advertising is very cost effective and cheap on Facebook if you utilize a click campaign.
What do you want to sell and how will you sell it? Facebook is the cheapest and most underpriced industrial advertising method to get attention for your product or service. Quality is king on Facebook. Video content is the best method to go. Facebook is behavior-based marketing. That means you won’t be focused on owners, CEOs, or people with titles because that’s not typically updated on Facebook user’s profile. You need to look at behaviors such as things they like, pages they follow, or general interests that they’ve shared with Facebook.
On LinkedIn, it’s all about the information shared on your profile. LinkedIn is the right platform for you if you have a B2B industrial marketing service that is at a higher price point. You can get very specific and focus on targeting certain job titles, industries, or geographic locations.
You can upload a list of companies and only market to those specific companies. Since LinkedIn has such refined data, it comes with a higher cost. To get at the top of the feed it can start anywhere from $5 to $6 to $18 per click. It is 5 to 10 times more expensive than Facebook, but it’s much more precise because you’re going off of profile, not behavior.
If your product or service can afford this type of client acquisition cost, go for it. If you’re priced around $500 per month for your service, it isn’t worth it because advertising may be out of your price point. To conclude, LinkedIn is more expensive, but it’s more targeted and strategic if you do it right.
Our Industrial Marketing Strategy for LinkedIn:
There are two ways to approach industrial advertising on LinkedIn:
1. Sponsored Post
Put an image or graphic in the feed while they’re scrolling.
2. Sponsored InMail
Sending emails is similar to cold email marketing, but it’s much more effective because it’s being delivered directly to your target demographic. It’s delivered to them either while they’re logged in or at specific times when they get on the platform.
To maximize the industrial advertising bang for your buck:
- Consider your industrial marketing budget
- Focus on quality
- Be creative
Industrial marketing strategies don’t develop overnight. And the best industrial marketing strategies are backed by years of experience and careful planning. If you feel stuck, consider reaching out to an industrial marketing agency with expertise in your industry. If you want the best in the business, give MFG Tribe a call. Visit our website to learn more now!