It’s no surprise manufacturers of consumer products use paid search to build brand awareness. Similar to TV ads, they know constant repetition works. These companies sell simple consumer products that compete in a broad consumer market where image is everything.
But what about the manufacturer that sells technical products to other businesses, whose target audience is narrow? Does it even make sense for them to try and get their name out there, let alone use paid search advertising to do this?
Well, today there’s evidence that suggests when users online are predisposed to ads on a search result page they’re more likely to keep those companies top of mind when they’re interested in comparing or ready to make a purchase.
A recent study released by Google concluded that “search ads have a clear and positive impact on brand awareness.” The outcome is, “top of mind awareness was higher among consumers who saw the brand’s ad in a search engine results page (SERP).” To learn more about the study, visit Think With Google.
While the study is mostly related to consumers, it’s my opinion that this applies to B2B marketing as well since the buying funnel is similar for both consumers and businesses.
If brand awareness is the first stage in the buying funnel, then it only makes sense to get your products or services out into the marketplace to generate interest. Manufacturers and technical companies can use paid search advertising to make their brand known to companies that otherwise wouldn’t know they exist.
Not only can paid search be used to drive brand awareness, but it can position you as the expert by educating potential customers about your products or services. It’s a great way to target your audience and influence its market perception.
For example, you can target your audience through distinct category-interested users, which can be done through the Google Display Network.
The Google Display Network is great because of its massive reach. You can create banner image ads and place them across thousands of content-related websites or apps. You can target specific keywords, topics, and interests related to your industry. For example, a mechanical seal manufacturer may be interested in these topics:
- Business & Industrial>Manufacturing
- Business & Industrial>Industrial Materials & Equipment
- Business & Industrial>Industrial Materials & Equipment>Heavy Machinery
- Business & Industrial>Industrial Materials & Equipment>Valves Hoses & Fittings
- Business & Industrial>Industrial Materials & Equipment>Fluid Handling
I think you get the idea; the point I’m trying to make is you can zero in on your specific market or come at it from a right angle. A recent client of ours decided to run a campaign on the Display Network for two months. During that time they received 169,612 impressions, received 398 clicks, and 1 form submission.
The fact that his company received 169,612 impressions or pageviews is pretty impressive. Not bad for a small company on a thin budget looking to get some name recognition.
If this client acquires one account from paid search then the money invested will be totally worth it for them. While brand awareness depends less on performance, we can measure impressions, engagement and frequency of users.
The bottom line is paid search advertising is a great way to introduce people to your company. It can be used to position your company online and educate your customers about what you’re offering.