| I discovered pay per click marketing in
| |
| | advertising channels...expensive,
|
| late 2001, launching my first campaign
| |
| | inflexible, and a return on investment
|
| with Google Adwords. At the time, I was
| |
| | that is difficult to measure.
|
| managing a search engine optimization
| |
| | Furthermore, successful marketing through
|
| (SEO) project for an industrial controls
| |
| | tradeshows and trade journals depends on
|
| manufacturer and immediately recognized
| |
| | a wealth of skills and expertise that
|
| the potential of this new channel.I
| |
| | often cost money. Whether these
|
| opened a Google Adwords account, compiled
| |
| | additional costs come in the form of
|
| a list of keywords, and developed a small
| |
| | sales training or graphic design and
|
| group of text ads. Within five minutes of
| |
| | copywriting services, the end result is
|
| my campaign going live, the four lines of
| |
| | stiffer marketing costs, coupled with
|
| text that I had crafted into an
| |
| | poor ROI tracking.What can an industrial
|
| advertisement were appearing on the right
| |
| | manufacturer to do about escalating
|
| side of Google's search results. More
| |
| | marketing costs and aggressive
|
| importantly, targeted visitors began
| |
| | competitors? I can think of three words
|
| trickling into my client's website; the
| |
| | for you - Pay Per Click.Coined by sales
|
| power of this marketing platform really
| |
| | professionals as the purest form of
|
| struck a chord with me. I had achieved
| |
| | direct marketing, pay per click
|
| visibility on Google's highly coveted
| |
| | advertising addresses industrial
|
| first page using the same keywords being
| |
| | manufacturers' three biggest concerns -
|
| optimized through my "natural search"
| |
| | cost, feedback, and return on
|
| project.Let me distinguish between paid
| |
| | investment.With pay per click
|
| listings and natural search listings - I
| |
| | advertising, industrial manufacturers can
|
| am not suggesting that they are equal in
| |
| | regulate their marketing spend on a
|
| value, but rather competitive in value.
| |
| | daily, weekly, or monthly basis. Preset
|
| Natural listings enjoy a higher perceived
| |
| | budgets make it easy to control costs and
|
| relevancy in the eyes of search users;
| |
| | establish a baseline for measuring return
|
| however pay per click advertising, when
| |
| | on investment. When advertising through
|
| managed properly, affords businesses
| |
| | the Google or Yahoo paid search network,
|
| immediate penetration into desirable
| |
| | return on investment is easily calculated
|
| search engine result pages (SERPS).
| |
| | through comprehensive reporting that
|
| Additionally, paid search marketing is
| |
| | provides all of the information required
|
| much more flexible in its approach to
| |
| | to make smart decisions about how and
|
| targeting markets and budgeting for
| |
| | when to optimize ad dollars, driving more
|
| return on investment.Search engine
| |
| | leads, requests for quote, and sales.The
|
| optimization is a valuable strategy that
| |
| | difference between pay per click
|
| can deliver a strong return on investment
| |
| | marketing and tradeshows or trade
|
| when properly managed. Businesses can
| |
| | journals is the extraordinary control
|
| cultivate a web presence that organically
| |
| | available to the advertiser. An
|
| ranks high in the search engine results
| |
| | experienced pay per click manager can
|
| pages, delivering requests for quote and
| |
| | manipulate the quality and volume of
|
| product sales. By the same token, the
| |
| | search traffic that is driven to an
|
| effective implementation of SEO is a long
| |
| | industrial manufacturer's website.
|
| term strategy, often requiring months of
| |
| | Through keyword research, targeted ad
|
| development and significant project costs
| |
| | copy, and an effective display URL, pay
|
| before a return on investment is
| |
| | per click managers can "choose" the
|
| realized.Pay Per Click marketing on the
| |
| | audience seeing their advertisements.
|
| other hand is completely measurable,
| |
| | Furthermore, they can determine the price
|
| making it possible to monitor
| |
| | (value) of each prospect clicking through
|
| profitability on a real time basis.
| |
| | to the company's website, relative to the
|
| Furthermore, the pay per click model
| |
| | product or service being offered.At the
|
| enables marketers to revise their
| |
| | end of the day, it boils down to simple
|
| advertisements, budgets, and target
| |
| | math...lets compare tradeshows and trade
|
| audience(s) on a real time basis. This
| |
| | journals to Pay Per Click advertising. On
|
| flexibility, when properly harnessed, is
| |
| | average, attendance at a single tradeshow
|
| the key to an industrial manufacturer's
| |
| | costs the average industrial manufacturer
|
| success in the world of Internet
| |
| | approximately $4,500; this figure
|
| marketing.Most business-to-business
| |
| | includes registration fees, sales staff,
|
| companies sell a spectrum of products or
| |
| | and travel expenses. Additional costs not
|
| services, organized under different
| |
| | covered in that figure may include the
|
| categories, and appealing to slightly
| |
| | booth display, marketing materials, and
|
| different customers. Traditionally,
| |
| | promotional items.A trade journal
|
| industrial manufacturers relied on trade
| |
| | advertisement costs approximately $3,900
|
| journals and tradeshows to promote their
| |
| | for a half page, four color placement in
|
| goods and services. Unfortunately, the
| |
| | a single issue. Expenses not covered in
|
| costs associated with these marketing
| |
| | that figure may include ad photography,
|
| channels are proportional to the number
| |
| | graphic design, and copy writing
|
| of products or services being
| |
| | services.Pay Per Click marketing on the
|
| advertised.For example, if a pump
| |
| | other hand is not associated with average
|
| manufacturer wanted to showcase their
| |
| | costs because each campaign is customized
|
| entire product line at a tradeshow, more
| |
| | to meet the unique needs of the
|
| booth space would be necessary to
| |
| | industrial advertiser. Instead, we'll
|
| accommodate all of the pump types.
| |
| | look at the average cost per click, which
|
| Additional costs might also include the
| |
| | represents a qualified (interested)
|
| extra freight charges associated with
| |
| | visitor accessing your company's website
|
| shipping the pumps to and from the show.
| |
| | for more information on the product(s)
|
| Ultimately, the resources (read = time &
| |
| | advertised. Generally speaking, most
|
| money) required to actively promote a
| |
| | industrial manufacturer's can expect to
|
| spectrum of products through tradeshows
| |
| | pay between 25 to 50 cents per click.In
|
| are directly linked to participation
| |
| | other words, imagine a tradeshow whose
|
| costs.This same dilemma extends to trade
| |
| | participation costs were based solely on
|
| journal advertisements, where marketing
| |
| | the number of people who approached your
|
| multiple products simultaneously
| |
| | booth looking for more information on the
|
| translates into multiple advertisements
| |
| | specific products your company sells.
|
| and escalating costs. If the same pump
| |
| | From the perspective of a trade journal
|
| manufacturer wanted to target market each
| |
| | advertiser, your costs per issue would be
|
| type of pump they sell, they would either
| |
| | based on the number of people who
|
| need multiple advertisements or one very
| |
| | actually saw your printed ad placement
|
| large spread. Promoting an entire product
| |
| | and then accessed your company's website
|
| line through a single print advertisement
| |
| | looking for more information on the
|
| typically dilutes the marketing message
| |
| | specific product(s) being promoted.The
|
| and cripples the ad's return on
| |
| | quick math suggests that in order for
|
| investment. By the same token, running
| |
| | tradeshows to compete with Pay Per Click
|
| multiple advertisements or larger
| |
| | advertisements, your company's booth
|
| multi-page spreads cost
| |
| | should be visited by at least 9000
|
| money.Furthermore, successful marketing
| |
| | ($4,500 x .50 = 9000) interested
|
| through tradeshows and trade journals
| |
| | prospects per show. By the same token,
|
| depends on more than just money. For
| |
| | each printed ad placement in a trade
|
| example, tradeshow participation is only
| |
| | journal should yield at least 7,800
|
| effective when the person manning your
| |
| | ($3,900 x .50 = 7800) targeted visitors
|
| booth is a trained salesman, schooled in
| |
| | to your website. Apart from the doubtful
|
| the techniques of business development
| |
| | likelihood of either scenario, the
|
| and lead generation. Simply placing your
| |
| | absence of detailed reporting through
|
| lead engineer or technical support rep at
| |
| | either of these advertising channels
|
| a table full of products is not going to
| |
| | makes it impossible to accurately track
|
| produce sales...at least not in the
| |
| | their ROI performance.In summary, it
|
| capacity you expect. In turn, some
| |
| | would be unfair to suggest that a direct
|
| training may be required to maximize your
| |
| | comparison can be made between any of
|
| presence at an exhibition.Printed
| |
| | these marketing channels. Tradeshows
|
| advertisements are typically created by
| |
| | represent a unique opportunity to form
|
| graphic artists and experienced copy
| |
| | personal relationships on the front
|
| writers who can communicate a product's
| |
| | lines, while enjoying valuable face time
|
| benefits and features in a professional
| |
| | with associates. Neither a trade journal
|
| and practical manner. These skills are
| |
| | advertisement nor a pay per click
|
| often sub-contracted and usually require
| |
| | marketing campaign can provide these
|
| in house participation to ensure that the
| |
| | benefits. Trade journal advertisements
|
| marketing message is correctly expressed.
| |
| | are a great branding tool, cultivating
|
| Aside from the high hourly costs
| |
| | perceived value and expertise that
|
| associated with graphic designers and
| |
| | translates name recognition into product
|
| copy writing professionals, your sales
| |
| | sales.In closing it is most important to
|
| team and/or engineers will end up
| |
| | recognize the individual strengths of
|
| dedicating a percentage of their time
| |
| | these marketing channels - however it
|
| reviewing the proposed creative, making
| |
| | should be noted that pay per click is the
|
| suggestions, and ultimately approving the
| |
| | most cost effective and measurable form
|
| finished advertisement - and all of these
| |
| | of advertising available.Payton Wolfe is
|
| steps happen before the ad is even
| |
| | a co-founder of and their Director of
|
| published.Both scenarios illustrate the
| |
| | Marketing Campaign Strategy.
|
| shortcomings of these traditional
| |
| |
|
