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The Thomas Blog

Industrial marketing and manufacturing sales tips to help you grow your business.

12 Tips To Begin PPC On The Right Foot

Incredible numbers of businesses, many of them your competitors, continue to pour time and money into paid search. The reason? There is a lot of valuable traffic and new customers to be gained there. But it’s not an easy (or cheap) process—getting a return that justifies the expense takes careful planning and precise execution. Many business owners have a lingering feeling that they should at least be experimenting with paid search but are understandably reluctant begin.

Probably the single most compelling characteristic of paid search is the tremendous amount of data you’re able to collect in order to make decisions and improve the performance of your campaigns. But when you’re just getting started you don’t have any of that data, so starting off on the right foot is challenging. What’s more, it’s in the interest of the search engines to get you to spend as much money as possible right out of the gate so their default settings—and the advice of their representatives—are often at odds with your own goals.

We put together this list of 12 tips that will give you the best chance of starting off on the right foot before you have any data at your fingertips to make increasingly more informed decisions. This guide is intended to be closer to a FAQ than a complete list of all the considerations inherent in launching PPC. That said, we think that if you follow these tips you’ll be off to a great start.

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Six Ways To Boost Traffic For Under $500

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5 Digital Marketing Tips To Reach More Buyers

As technologies continue to advance and industrial buyers increasingly turn to the internet for the information they need to find suppliers and source products, digital marketing has become indispensable in the B2B manufacturing and industrial sphere. Sending out mailers or relying on word of mouth is no longer enough to attract and convert valuable leads; now, a multifaceted approach is necessary to stay relevant in today’s shifting B2B landscape. 

A successful, ongoing digital marketing campaign will encompass a few different digital marketing strategies and elements; a strong, interactive social media presence, pay-per-click (PPC) ads, and use of SEO best practices are just a few of the many channels being used today to expand company awareness and gain leads.

But once you have a solid digital foundation in place, what are the best ways to stay ahead of the curve? Below, we’ll delve into five simple — but super-effective — ways to amp up your digital marketing presence.

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How To Advertise Your Manufacturing Business Online

In today’s increasingly connected world, establishing a strong digital presence is crucial for effective brand exposure and lead generation. With more and more people accessing business and product information online, it’s no longer effective to rely solely on broadcast commercials, newspaper ads, or telephone campaigns for effective B2B marketing.

As technology and industrial marketing methods continue to evolve, implementing a comprehensive, multifaceted approach is critical for staying ahead of the curve and ensuring potential leads become aware of your company.

Below, we’ve outlined some of the many different ways to advertise your business online and generate valuable leads.

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3 Industrial PPC Trends to Watch in 2017

The new year is always a time of both reflection and looking ahead, especially when it comes to search engine optimization and search engine marketing trends. This year, we expect to see the pay-per-click advertising trends established last year continue to grow.

It's no secret that 2016 was for PPC, with Google making a number of changes to AdWords. Notably, PPC ads were permanently moved from the sidebar to the main section of Google’s search engine results pages (SERPs), and the newly launched Expanded Text Ads (ETAs) dramatically increases potential ad real estate.

In the manufacturing and industrial space, where common and important keyword phrases can be competitive, this was a big adjustment for those who weren't prepared.

We don't want you do fall prey to a similar fate this year, too, so let's talk about some PPC shifts can we expect in 2017. We've got our eyes on a few key trends:

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Make 2017 Your Best Year For Industrial Marketing Yet

Throughout the holiday season, you probably saw a handful of end-of-year wrap-up blogs as well as some start-of-the-year prediction posts.

Well, now that 2017 is finally upon us and it’s time to get back to work, we wanted to bring you some actionable tips you could use to get a jump on turning it into your company’s biggest year yet.

Let’s take a look at some steps you can take right now to start generating better leads for your business.

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2016 Industrial Marketing Year in Review

In the world of marketing, things are constantly changing.

From amorphous Google algorithms and updated UX designs to effective emailing and retargeting methods, there is no shortage of strategies to try — especially as the industrial space continues to catch up with the rest of the B2B marketing space.

As we begin preparing for what’s to come in 2017, we wanted to take a look back at some of the biggest trends we’ve seen over the past 12 months and their impact on your business.

Without further ado, here’s our 2016 year in review.

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Is This Digital Marketing Approach The Secret To Connecting With More Buyers?

For many manufacturers and industrial companies, there’s no such thing as an “impulse” sale. That’s because the industrial buying cycle is a lengthy one, driven by a supplier evaluation and selection process that can take months or longer.

That’s why it is so important for manufacturers and industrial suppliers to stay top of mind with their prospects. Unfortunately, many companies fall short in their marketing efforts, focusing on metrics that don’t really matter in the industrial space (such as clicks and page views) when they should be focused on connecting with their best prospects where and when they are ready to become customers.

A strategic, industrial-focused digital retargeting program can be the solution.

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There's a lot to keep track of if you're marketing in the industrial space: You need to send out regular email marketing campaigns, follow best practices on social media, keep your website up-to-date, push out paid advertising campaigns and make sure you're getting plenty of organic traffic.

We talk pretty regularly about all of the topics mentioned above, and as RPM’s Director of Search, I make a point to bring you important insight to search engine optimization and pay-per-click strategies in particular.

In the past, we’ve covered a bunch of different SEO and PPC topics: industrial SEO basics, what gets your site in the SEO penalty box and how to get out, and the interconnected relationships between SEO, AdWords, and PPC.

But in light of Google’s search result page and AdWords changes earlier this year, not to mention their constantly evolving search algorithm, this seemed like the ideal time to loop specific best practices into one post.

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