Creating targeted PPC campaigns for the industrial sector

By Hannah Wakeman

20 April 2017

PPC advertising can hold huge potential for industrial businesses, though many don’t understand how it works and how it can benefit your company. Pay-per-click advertising, put simply, is the first set of results you’ll see when you Google something, allowing the opportunity to bypass the organic results that can take at least 6 months to earn.

laptopKeyword research

The first step towards setting up any focused PPC campaign is keyword research. You need to know exactly what your potential customers are searching for to find your products or services. There are various tools out there that can help with this, such as Google’s own tool AdWords Keyword Planner, to flesh out your keyword research. Establishing a solid set of keywords now will provide a stronger basis to launch from, knowing that you have every search term covered. If you have a niche product or low search volume for your services, it may require more thorough research to find the more unusual searches. If you have a low budget then extensive keyword research is crucial in order to find the lower competition search terms that will still result in conversions.


Keyword research is all about search advertising, but there’s more to PPC than the traditional ads in the search results. If your end goal is sales, it may be worth creating additional campaigns. This could be dynamic remarketing whereby a previous visitor to your site will get shown your ad, on other websites, enticing them back. Or you may want to look at RLSA (Remarketing Lists for Search Ads) where you can increase your bid for the visitors that have been on your site before. This shortens the lead to sale journey, encouraging users back to your website and nurturing the lead which is especially important for industrial products or services as there tends to be a longer path to sale.

drillbitDSA campaigns

If, perhaps, you sell a huge array of products or industrial services that come in a huge amount of sizes, styles, shapes, colours etc, it’s worth thinking about Dynamic Search Ad campaigns. Instead of keywords, these work off a target basis whereby you can add set keyword groups or themes instead and AdWords will generate a headline for your ads so that it closely matches the user’s query. For example, if you’re selling a drill bits and someone searches for a 10 piece 2.5x57mm drill bit set, AdWords will generate a headline based on your website to match the user’s search intent better and entice a click.

Conversion tracking

When you have a solid keyword or target base to grow your targeted PPC campaign, you need to ensure the rest of the setup is done correctly. Conversion tracking is absolutely vital, so you can monitor your results and tweak as necessary. This will involve pausing irrelevant ad groups, and creating a campaign which is more and more focused until you have the winning formula (which FYI is never, there’s always room for optimising). Determine what conversion action is best for you and ensure it’s tracked from beginning to end. To step this up a notch, use a CRM system to track initial contact right through to sale, so you can see exactly where the drop-offs are or which parts of the journey are letting you down.

Does this all sound a bit complicated? SpiderGroup have a team of PPC experts in Bristol that know the best ways to create targeted campaigns whatever your niche is. For more information, call us on 0117 933 0570 or fill in our contact form and we’ll get back to you.

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