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AdWords for Manufacturing and B2B

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# 1
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I am looking for some fellow AdWords specialist who have good insights on running a successful campaign for manufacturing and B2B. I am an AdWords manager for a die-cutting (company who cuts tape and foams into necessary shapes for assemblies) manufacturer. This is a difficult market. I am getting plenty of impressions and clicks, but not leads (forms submitted). I am AdWords certified, so I know the basics, but I am not sure of what I may need to do differently when focusing on manufacturing and B2B to create more conversions. Potential is here to win and be successful, I just need some hidden gem advice.

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Re: AdWords for Manufacturing and B2B

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# 2
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Hi @Marian I,

 

First off, welcome to the advertising community forum for Adwords. There are tons of marketing experts and online resources for you to inquire and review for troubleshooting. 

 

That being said, since you are already familiar with the basics of Adwords, I would recommend you start with understanding your audience. Obviously, if you aren't receiving any leads then there is a disconnect between the product/service you're promoting and the audience you are targeting.

 

First, I recommend you link your Adwords and Analytics accounts so you can enable data sharing metrics. This will help you understand how effective your ads are after the user clicks on your ad. 

 

Secondly, start reviewing your Search Term Reports, Quality Scores, and Ad ranking. That will give you a good idea of what search queries are triggering your keywords, how effective your ad copy and landing page experience is performing, and if your bidding strategies are competitive enough to rank your ads high on the SERP.

 

You have to start "trimming the fat" off your campaigns. If you see irrelevant search queries then add those as negative keywords so your aren't paying for that traffic. If you are getting high bounce rates then double check your landing page experience. And always put yourself in your users shoes. Think how they would think, search, or engage with your content and that will help you with targeting and content creation.

 

Good luck Smiley Happy

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Accepted by topic author Marian I
July

AdWords for Manufacturing and B2B

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# 3
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Hi Marian,

 

Cameron is right! All of his points are great. 

 

I do have experience in this sector and it can be tricky. However here are a few things to try:

 

1. Obviously, target exact and phrase match keywords that are relevant, but try a broad match keyword in its own ad group too if you have some budget available to find some new ideas. 

2. Try the display network. There are is a huge range of targeting options including In Market Audiences which could be really useful in reaching your audience.

3. Try Gmail ads. This can work really well for these kinds of niche leads. Try placement targeting using competitors sites as well - this way you can target anyone who is already connected to your competitors. 

4. Remarket. These sorts of decisions take time and you will need to nudge people back and reinforce the brand before they choose you. 

5. In the same vein is 4, make sure reviews are visible and optimise the client's google my business listing so local businesses can connect as well.

6. Try using a landing page built just for your campaign. Make sure a phone number is tracked and visible, add a form above the fold and make sure it loads quickly. These few points can massively increase conversion rates. 

 

Hope these points help! Smiley Happy

AdWords for Manufacturing and B2B

Top Contributor
# 4
Top Contributor

Hi there;

This is a very good question.

I agree. I have run campaigns in the construction industry, chemical, and manufacturing. Some were successful, some were not.

B2B in the manufacturing business is hard to crack. I attribute part of it to a culture which leans towards traditional sales and marketing. But it will come.

I would say: test. You do need some time.  The leads (my experience) are phone calls, not forms. So either have a dedicated phone number, or make sure the secretary who takes the calls, asks the prospective client "how did you find us?"

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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AdWords for Manufacturing and B2B

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# 5
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My quality scores are at about 6 and 7 and my ad ranking is an avg of 1.3. Search terms report is a huge help through this. "You have to start "trimming the fat" off your campaigns" is great advice and I agree this is where I need to go with this. It has only been running for a week and a half, so still a ton of data to collect. However, I have used search terms report to eliminate a few high impression keywords that were to broad and added many neg. keywords. Got 4 form leads all in one hour Smiley Happy I appreciate your advice.

AdWords for Manufacturing and B2B

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# 6
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Abbie,

 

I really like your suggestions. I have been utilizing a lot of exact and phrase match. I will definitely look into using more targeting options and display network. Ty and great ideas!

AdWords for Manufacturing and B2B

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# 7
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Moshe,

 

I am glad we are not alone in this market of AdWords. It can be very hard to crack. Slowly, but surely my campaign is improving each day. collecting data and adjusting as needed. I did approach our secretary and she knows to ask "how they found us". Although usually they say google and do not realize it was also an ad. Traditional sales and marketing is a huge factor in this, which can be a great thing as we move toward a more digital world. We will be ahead of the game when it catches up!

AdWords for Manufacturing and B2B

[ Edited ]
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# 8
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Hi Marian,

I have more than a decade of AdWords agency experience in B2B and manufacturing. If I understand correctly you don't have any conversions. My apologies if you've already thought of the following.

1. Be absolutely certain your conversion tracking is correctly enabled. 
2. Consider a landing page. My experience is most B2B websites tend to be overly verbose with content that is not formatted correctly for new users. A landing page will allow you to format content to be scanned, as opposed to read.
3. Be sure to track phone calls from the website (AdWords product) and from call extensions. Yours may not be an expensive product, but it sounds to me as if there is a degree of customization to the product. My experience is these users pick up the phone. They don't typically complete forms.

4. Consider a third party call tracking platform such as Call Tracking Metrics or Call Rail. Either one will give you terrific insights into what's converting and what's profitable. They run about $50 - $100 per month.
5. My experience is any successful campaigns has broad match keywords enabled. Dollars to donuts says you simply aren't familiar with all nomenclature of the products. Advise having separate ad groups with two or three broad match (not modified broad) terms in the group. Use three word phrases so as to provide AdWords with clues. Make sure you have a boat load of negatives in your campaign so your ads aren't appearing for irrelevant queries.
5. Be sure to enable RLSA for this campaign.
6. Save for a remarketing campaign I'd implement all the above, collect some conversion data - before enabling display campaigns.

My two cents and best of luck.

Matt