If you’re in the heavy equipment industry, you’re likely well aware of how competitive the space is. Finding quality leads can sometimes feel hopeless. However, by utilizing strong PPC (pay-per-click) tactics, you can find leads quicker than ever before.
In the newest blog from the marketing experts at Valve+Meter, we’ll discuss why heavy equipment companies should use PPC, as well as touch on some highly effective PPC tactics for heavy equipment companies.
Why Should Heavy Equipment Manufacturers Use PPC?
There’s no doubt about it: The heavy equipment industry is a competitive industry that’s loaded with strong businesses that are eager to take your potential customers away from you.
To fight for your share of the market, it’s important that you utilize all heavy equipment digital marketing strategies that you can. This includes utilizing a PPC marketing strategy that your competitors are likely already using.
It’s no secret that the majority of your target audience uses internet searches to find the best heavy equipment company to suit their needs.
When they search keywords that you want to rank for, it’s imperative that they’re able to find you on the SERP, or search engine results page. If you’re not appearing for valuable keywords, you’re likely missing out on potential customers and leaving money at the table.
By using PPC tactics, you’ll ensure that your heavy equipment company appears in front of possible leads who are looking for the very products and services that your company provides.
Perform Keyword Research
The first step in creating an effective PPC campaign is performing keyword research.
While you might have an idea of which keywords in your industry are highly searched for on search engines, you need to be sure that you’re paying for keywords that your target audience is searching for.
Using a keyword research tool, such as Google Ads Keyword Planner, will provide you with information such as keyword difficulty, cost-per-click, search volume, and more.
Most keyword research tools will provide you with information on the keyword that you entered, as well as give you a list of similar keywords that you should consider.
Finding the right keywords to target can be the difference between a successful and an unsuccessful PPC advertising campaign.
By conducting thorough keyword research, heavy equipment manufacturers can identify high-value keywords that align with their target audience’s search intent.
This can enable you to optimize your PPC campaigns and maximize your return on investment.
Utilize Ad Extensions
After you’ve found the keywords that you want to target, you might think that you’re good to go. However, you’re likely not the only heavy equipment company that is trying to compete for the keywords that you’ve targeted.
It’s important to stand out from the competition, even when using PPC, and ad extensions are a great way to do so.
Ad extensions allow you to provide more information about your company or the products and services that you offer.
You can provide links to more of the pages on your site, or simply add another description to give searchers a better idea and understanding of what your company offers.
By using ad extensions, you give the searcher more information that they may need in order to take the next step in their customer journey.
Landing Page Optimization
Targeting the right keywords is critical to the success of your PPC campaign, but so is optimizing your landing pages. A landing page is the page that a searcher is sent to after clicking on your PPC ad.
Your landing pages should include relevant copy and information to the searcher’s query and provide a seamless user experience.
The landing page should clearly showcase your heavy equipment products, their unique selling points, and a strong call-to-action to encourage conversions.
In order to fully take advantage of a searcher clicking on your ad, you must optimize the landing page to help your visitor take the next step in their journey.
Whether the next step looks like signing up for emails, contacting your business for a quote, or just going to another page for more information, it’s important that you help them take that step.
Make sure that your landing page shows them what their next step should be and encourages them to take action.
Conversion rate optimization can sometimes be a process of trial and error, but once it’s successfully optimized, it will help you land significantly more leads.
Track Your Campaign
Finally, it’s important to constantly track how your campaign is doing. You want to be actively involved in your PPC campaigns, even after they’ve launched, so you can edit them as needed.
Sometimes, your campaign will be immediately successful and you won’t have to adjust the campaign much at all.
Other times, however, you may find that you’re just not getting clicks and leads that you were expecting.
By monitoring and tracking your PPC campaigns, you’ll be able to adjust them as needed.
The Best PPC Platforms for Heavy Equipment Manufacturers
After you decide to use PPC advertising for your heavy equipment company, finding the right places to display your ads is a crucial component of the campaign’s success.
- Google Ads: Google Ads is the most popular PPC platforms for businesses across all industries, and that includes heavy equipment manufacturers. Because Google is the most popular search engine, Google Ads offers a wide reach and allows you to target relevant keywords and locations.
With Google Ads, you can create text ads, display ads, and even video ads to showcase your heavy equipment products effectively. Your ads will show up at the top of the search engine rankings, above even the top organic results, providing maximum visibility.
- Bing Ads: Bing Ads is another notable PPC platform that shouldn’t be overlooked. While it has a smaller number of users when compared to Google, it still reaches a substantial audience, making it an effective online advertising platform.
Bing Ads offers similar targeting options to Google Ads, allowing you to create PPC ads that can showcase your heavy construction equipment. If you’re operating on a limited budget, Bing Ads can be a cost-effective alternative for heavy equipment manufacturers.
- LinkedIn Ads: LinkedIn Ads is a great PPC platform for heavy equipment manufacturers targeting professionals in the industry. Odds are, for B2B fleets and larger enterprises customers are likely active on LinkedIn. This ensures you’ll meet them where they’re already spending their time.
As a business-oriented platform, LinkedIn allows you to target specific job titles, industries, and company sizes. This helps you reach decision-makers and professionals who may be interested in your heavy equipment products.
- Facebook Ads: Although Facebook may not be directly associated with heavy equipment manufacturing, it still provides businesses with valuable advertising opportunities. Using paid social media marketing platforms, such as Facebook, can help heavy equipment manufacturers reach a wider audience and generate brand awareness
With precise targeting options, you can reach users based on their demographics, interests, and behavior. Facebook’s visual nature makes it suitable for showcasing heavy equipment through images and videos.
Other Digital Marketing Strategies for the Heavy Equipment Industry
Paid search shouldn’t be your team’s only strategy to improve your results. There are lots of digital channels that can perform for your company.
SEO is the backbone of any website that is hoping to gain organic impressions and traffic.
Not only can a strong SEO strategy help you capture organic traffic, but it can also improve your PPC efforts as well.
Implementing a strong SEO strategy is essential for heavy equipment manufacturers to attract relevant traffic to their website.
This involves optimizing website content, meta tags, headers, and images with relevant keywords.
Creating high-quality and engaging content, such as blog posts or equipment guides, can also help establish authority in the industry and attract backlinks.
Social Media Marketing
It’s probably no surprise to you that the majority of your target audience is active on the top social media platforms.
It only makes sense, then, to make sure your company has an active page on these platforms as well.
Heavy equipment manufacturers can leverage social media platforms like LinkedIn, Facebook, Twitter, and Instagram to connect with their target audience on a more personal and engaging level.
By making social media posts that share industry news, product updates, and educational content, as well as engaging with followers, you can build brand awareness, foster customer relationships, and generate leads.
Visual platforms like Instagram can showcase heavy equipment in action, while LinkedIn can be used for professional networking and B2B marketing efforts.
The barrier to conversion is uniquely high for heavy equipment and industrial construction equipment marketing, making it crucial to have a strong content marketing strategy in place.
Content marketing plays a crucial role in establishing thought leadership and attracting potential customers.
Creating informative and educational content such as blog posts, videos, infographics, and eBooks can help position your brand as an industry expert.
This content can be shared on your website, social media channels, and through email marketing campaigns to engage your target audience and drive traffic to your website.
Make sure to analyze your competitors’ websites and find the content they’re making.
Identify any content gaps and areas you might be losing to your competitors in order to fill the gap and capture a wider audience.
Email marketing campaigns help you stay connected with your target audience.
Building an email list of potential customers, industry professionals, and existing customers allows heavy equipment manufacturers to nurture relationships and inform them of the latest products and changes within the industry.
By sending targeted email campaigns with relevant content, product updates, promotions, and industry insights, you can drive engagement, repeat business, and encourage conversions.
Frequently Asked Questions
In general, PPC can help you see almost immediate wins.
Ultimately, the timeframe to see results from PPC campaigns can vary depending on several factors, but you can generally expect to see some initial results within a few days or weeks as your ads start running and gaining exposure.
But to fully evaluate the effectiveness of your PPC campaigns and see significant results, it’s recommended to monitor them for at least a couple of months.
During this time, you can gather data on key metrics such as click-through rates, conversion rates, and cost-per-conversion.
By analyzing this data, you can identify trends, optimize your campaigns, and make informed decisions to improve performance.
It’s important to remember that PPC is an ongoing process that requires continuous monitoring, testing, and refinement to achieve optimal results and maximize your return on investment (ROI).
There isn’t a set amount that a business should spend on their paid advertising campaigns. Instead, the amount you should invest in paid advertising depends on various factors such as your marketing budget, the competitiveness of your industry, your business goals, and the platforms you choose to advertise on.
It’s crucial to approach your paid advertising budget strategically and consider your target audience’s size and reach, as well as the cost per click or impression on your chosen platforms.
Start by defining your campaign objectives and determining the key performance indicators (KPIs) you want to track. This will help you set realistic expectations and allocate an appropriate budget.
Try starting with a smaller budget initially and gradually increasing it as you gather data and optimize your campaigns.
Regularly monitor the performance of your campaigns and adjust your budget accordingly to ensure you’re investing the right amount in the channels and strategies that yield the best results for your heavy equipment business.
To effectively monitor the success of your PPC campaigns, it’s crucial to utilize tracking and analytics tools. The platform you use should provide you with the metrics and data you need in order to monitor the campaign’s success and make any necessary adjustments.
Platforms like Google Ads, for example, provide comprehensive data on key metrics such as impressions, clicks, click-through rates, conversions, and cost per conversion.
Google Analytics can also provide deeper insights into user behavior on your website, allowing you to track the performance of specific landing pages, track conversion funnels, and assess the overall impact of your PPC campaigns on website traffic and goals.
Setting up conversion tracking is essential to measure the success of your PPC campaigns. By defining and tracking specific actions that indicate a conversion, such as form submissions, phone calls, or product purchases, you can assess the effectiveness of your ads and keywords in driving whatever your desired actions may be.
It’s also valuable to set up conversion attribution models to understand the touchpoints that contribute to conversions across different channels and devices.
Regularly reviewing and analyzing the data and performance metrics of your PPC campaigns will provide valuable insights into what’s working and what needs improvement.
This data-driven approach enables you to make informed decisions, optimize your campaigns, and allocate your budget effectively to achieve the best possible results.
Ready for PPC Services?
The world of heavy equipment advertising can be tough to navigate on your own. Construction and commercial brands can benefit from leveraging PPC, but where do you start?