7 Tips for Small Manufacturers Thinking About Using Google AdWords
New to AdWords? Feeling intimidated? In this helpful how-to, columnist Dianna Huff explains how to start small with AdWords so that you can be successful, even if you’ve never done a paid search campaign before.
“In my 17 years as a B2B SEO and marketing consultant,” says Huff, “I hadn’t really considered giving PPC a go until Google changed the layout for its search results to remove right-side ads on desktop and to increase the number of ads appearing above the organic results to as many as four.”
Suddenly, SEO became a whole different ball game, especially since she work with small manufacturers, many of whom are SEO-challenged to begin with. Seeing the lower CTRs and her clients’ listings being pushed farther and farther down on the page, she realized it was time for her to learn AdWords so that she could offer it as a new service.
“Thankfully, one of my manufacturing clients wanted to begin a small AdWords campaign, so we agreed I’d set it up and manage it — with the understanding that I was in beta,” she says.
Although Huff brought considerable skills to the table, including direct response copywriting, years of analytics and a deep knowledge of SEO and online marketing, she still found herself making mistakes and having to spend time researching to figure things out.
AdWords, Huff discovered, has a steep learning curve — “and if I was struggling, I could only imagine what small business owners must be going through.”
Click through to learn some of the things Huff learned — from an AdWords newbie perspective — that you can use if you’re considering an AdWords campaign for your small manufacturing business.