Fitting digital marketing into your strategy can seem intimidating, and it may be a little too easy to say it won’t work for your company or that you’ll “reconsider next quarter.” This is a blatant missed opportunity for any business regardless of industry.

The reality is digital advertising is right for any business. Because getting the return on investment and results you need from PPC (pay-per-click) advertisements is not dependent on industry, it’s dependent on strategy.

Infographic stating there are 63,000 google searches happening every second

Why is digital advertising effective in any industry?

People like you and me are online every day researching and finding reviews, menus, case studies, how-to’s, videos — the list goes on.

Sure, some industries may be more obvious candidates for PPC like restaurants, retail and other B2C industries. Yet, there are still many small business owners and managers in less obvious industries like manufacturing that have goals and responsibilities that need to be met. These users are searching for information and reliable products or services to benefit them and their business.

Even so, companies are still pushing paid digital advertising aside because they’re not willing to craft the right strategy. Take a look at what you could be missing:

Digital advertising statistics:

The key takeaways?

  • People are doing research online in every field
  • Relevant & helpful information is what they’re looking for
  • Getting to the top of a search results page is pertinent to click-through rate (CTR)

The bottom line is that in those 63,000 searches (per second!) someone is interested in what you have to offer. With a push from PPC you can land in the top four search results to attract more new, qualified leads.

PPC can also be used to effectively target people who have previously visited your website as they scroll through other sites or their social media feed (aka “remarketing”). Learn more about remarketing and other PPC strategies in this blog!

When do industry/business factors come into play (if at all)?

Industry and company-specific factors will affect your digital advertising when it comes to creating a successful strategy. Like any traditional marketing initiative, your digital advertising performance will depend on how well you’ve built your strategy around your customers, your industry and your company.

Infographic stating 90% of internet users can be reached through Google’s Display Network

What customer factors will affect my digital advertising strategy?

Customer journey and demographics are two of the most notable industry factors that play into digital marketing. Both will help you target potential customers as they search, impacting how, when and where you place your paid advertisements.

Customer journey

  • Review your customers’ buying process — what information will they want to know before purchasing or even coming across your service/product?
  • What keywords, terms and questions are they typing into the Google bar when they come across your or a competitor’s website?

Demographics

  • The online behavior of your users may differ greatly by industry, so it’s important to expand on the basic demographics you already know (age, gender, income level, etc.) by taking a look at their digital preferences.
  • Examples of online behavior that are useful to know would be:
    • Websites your users frequent for entertainment or news
    • Mobile vs desktop preference
    • Social media platforms they use most often
    • Online shopping trends and preferences
    • What messaging resonates well with your users or entices them to click
    • The time of day they’re on the internet or social media

Pro Tip: Paid can also be used to help uncover these things to help you better understand your customers, their pain points and considerations that lead them to purchase decisions.

Google Analytics, Moz and Search Console are great tools for researching the basic and digital demographics of your users. These tools can give your team an understanding of what users are searching for when they come across your site as well as what information users may need to satisfy their research and make a purchase.

Accurate information on customer journey and demographics can truly make or break your strategy, so be sure to dig a little deeper and use every tool at your disposal.

What industry or company-specific factors will affect my digital advertising strategy?

Now that you understand how your users are doing their research you may start to notice where your company may be strong or lacking. PPC digital advertising can effectively supplement your company’s strengths and minimize the threat from your weaknesses.
Here are a few examples:

Strengths

  • Having a website with a great user experience
    • Users will land on a page on your website after clicking on your ad. So the easier your website is to navigate and the more digestible your content is the more likely those clicks will turn into sales.
  • Minimal digital competition
    • Companies can show more ads for less cost when there is little competition, which can quickly increase brand awareness and credibility. Some notable industries that can take advantage of this are construction, manufacturing and various B2B services.
  • A large social media following
    • People who’ve already liked, friended or shown interest in your social media are a good group of users to initially target your PPC advertisements at because they’re already familiar with your brand and your products/services.

Infographic of a google serp highlighting the top 4 search results that attract 96% of clicks.

Weaknesses

  • High digital competition
    • If your company faces large competition on Google or inability to rank for searches organically they can use paid to land in those top four search results and attract the user’s immediate attention.
  • Limited budget
    • If your company has a small marketing budget, PPC can still be cost effective. You can start with a narrow strategy to quickly determine what works and what doesn’t. Then you can begin to drop lower performing advertisements and increase the higher performing ones to get the most out of your budget.
  • Lacking the right team members
    • You’ll need an experienced team capable of creating, implementing and managing your strategy if you want to give your digital advertising the best chance to succeed.

Do you have the right tools and people to succeed?

Once you’ve decided to run a paid digital advertising campaign, your next step is figuring out how to run it. You have two options: running your campaign in-house or partnering with a PPC agency like Rocket55.

Can you do PPC in-house? Absolutely, but you’ll need some dedicated staff members to help out:

  1. Strategist: someone with a thorough understanding of Google AdWords. They’ll need technical experience to correctly perform keyword research, develop strategy, manage your accounts, implement conversion tracking, and utilize cross-platform integrations.
  2. Writer: someone with a flair for words and proper grammar that understands the rules and best practices Google has in place for ad writing.
  3. Designer: someone who can create professional, eye-catching ads in collaboration with the writer(s).

If you find your team coming up short or too busy to take on all of these tasks alone, then it is probably smarter to partner with a trusted PPC ad agency.

When you have a dedicated, expert team on your side, you can ensure you’re getting the best ads possible and a strategy that will put you in the best position to succeed online.

Learn more about Rocket55 and our industry-leading PPC management services today!


About the Author

Reed Langton-Yanowitz

Partner/VP of Paid Digital

Reed Langton-Yanowitz is the head of the paid search department at Rocket55, where he previously held the position of SEO account manager. He has over five years of experience in marketing and has worked with accounts of all sizes in a variety of industries including construction, manufacturing, B2B, B2C, and higher education. Originally from Rochester, Minnesota, Reed moved to Minneapolis after graduating from Carleton College where he studied economics and Spanish. As a technophile with a penchant for behavioral psychology, digital marketing has provided the perfect combination of Reed’s lifelong interests. When he is not working to improve the visibility and profitability of institutions online, Reed enjoys watching soccer and spending time with his family down in Rochester.