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7 tips for small manufacturers thinking about using 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.

Dianna Huff on February 14, 2017 at 1:30 pm

In my 17 years as a B2B SEO and marketing consultant, 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 I work with small manufacturers, many of whom are SEO-challenged to begin with. Seeing the lower CTRs and my clients’ listings being pushed farther and farther down on the page, I realized it was time for me to learn AdWords so that I 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.”

Although I brought considerable skills to the table, including direct response copywriting, years of analytics and a deep knowledge of SEO and online marketing, I still found myself making mistakes and having to spend time researching to figure things out.

AdWords, I discovered, has a steep learning curve — and if I was struggling, I could only imagine what small business owners must be going through.

What follows are some of the things I learned — from an AdWords newbie perspective — that you can use if you’re considering an AdWords campaign for your small manufacturing business.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Dianna Huff

Dianna Huff, President of Huff Industrial Marketing, Inc., helps small, family-owned industrial manufacturers grow through marketing. Dianna works with OEMs and contract manufacturers across the U.S.