Below is an overview of the top level stats from Google for queries, impressions, clicks and ad depth for the manufacturing industry in Q4 2020, compared to Q4 2019. You can access the full Google trends report here.
Top level stats include:
- 26% overall search growth in Q4 2020 compared to the previous year
- 40% increase in mobile search queries
- 51% of searches from mobile phones
Q4 2020 and YoY growth – vs Q4 2019:
Advice from our search marketing experts
With a significant increase in search queries (particularly mobile) and greater ad depth (which is the number of ads shown in a search) you need to really make your ads stand out from the rest of the pack. Here is some advice from our search marketing experts to help you make the most of this opportunity:
1. Ad extensions
Ad extensions are great for making your ads stand out, and there are a whole load to choose from. For manufacturing companies, consider a combination of call extensions (to help increase phone enquiries), relevant site links (where you drive traffic to specific pages) and callouts (where you can add text to your ads such as ’24/7 customer support’).
Related reading: How to use ad extensions in your PPC campaigns
2. Mobile-friendly website
With a 40% increase in mobile search queries, never has a mobile-friendly website been more important! Test your pages to make sure you’re offering a positive mobile experience (we can do this for you if you’re unsure) – this will not only improve user experience but it can also have a very positive effect on your PPC campaign quality score.
3. Target highly relevant search terms
Given the technical nature of manufacturing, your customers will likely know which parts/products they’re looking for so make sure you’re targeting hyper-focused keywords to capture leads at the point of purchase. You might even want to target part numbers!
4. Track seasonal trends and adjust your bids
Manufacturing, for example automotive, often experiences strong seasonal trends, and the more you take these into account, the more effective your campaigns will be with minimal wasted spend. With this data at your fingertips, you can create more relevant ads for certain times, increase your bids when demand is highest and protect your spend when interest is lower.
Related reading: 6 PPC strategies for manufacturing companies
Want to improve your campaigns?
Talk to our SEO and PPC experts today! Call us on 02392 830281 or drop us your details and we’ll call you.