AdWords for Engineering Companies: start with B2B Buy-Task thinking

Engineering companies are often unsure as to how digital marketing is relevant for them. Frequently, they rely on the sales-force alone to clinch contracts. This can be challenging without digital marketing support. Engineering companies that are in B2B markets need to think in B2B Buy Task format as they structure their Google AdWords campaigns.

[ Note: This post was originally published on May 20, 2016 and due to the great interest of our dear readers this post is updated on March 3, 2021. We have added an example from aerospace from high tech manufacturing. The earlier example food manufacturing remains. In 2021 though, modern food processing facilities tend to be comparable to aerospace in terms of automation, digitization. We hope that this post will inspire readers from manufacturing to redouble their marketing efforts as we come out of COVID 19. ]

Segmenting,Targeting and Postioning vs.Google AdWords Account Stucture

The Segmentation,Targeting and Positioning (STP) topic in Marketing is one of those early marketing topics. Once you have figured out what your market offering (product) provides as “value” to your prospective customers- you need to start figuring out your market segmentation, targeting and positioning(STP). Here is a way to think about STP vs. the Google AdWords Account Structure:

[Note: This post was originally posted on May 7, 2015 and is updated on February 24, 2021 due to the interest of our dear readers. An additional section on “Funny Competitors” is added to cheer up our readers as we come out of the pandemic!]

What are your customers searching for? – The Search Terms report in Google AdWords

The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a[Note: This post was originally posted on March 22, 2017. Since then there has been great interest on the topic from our dear readers. However, we realized that Google has now deployed (since 2020) enormous machine learning into how ads run. Also, we thought we need to clarify the customer journey more clearly for all clients. Thus the post is updated as of February 17, 2021]particular ad is shown.

Why are impressions free in Google AdWords advertising?

Contrast the PPC model to all other traditional advertising  models like TV,Radio,Newspaper, Billboard or even Direct Mail. You pay for impressions (or potential views called Cost per Mille – CPM ) without really knowing if your prospect actually saw your ad.

Derived Demand: Why B2B Marketers Should Care

Every B2B product has a consumer who ultimately pays for it. This is Derived Demand.

Not caring about the final B2C Customer is a big B2B Marketing Mistake.

Move from Perfection to Excellence

In the Coronavirus age (yes it’s just six months but seems like an age!) there are great challenges and no “re-opening” strategy seems to be perfect. Organizations can just try to do their best (be excellent) instead of trying to be perfect. The virus is invisible and thus it brings the “Excellence vs. Perfection” dilemma into sharp focus.

Why marketing is about customer value – and not social media

Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.

B2B opportunities after COVID

States like New York have started to reopen after reaching low COVID infection rates. Here are some thoughts about opportunities for B2B marketer:

Content Creators: Would Mark Twain have written 4000 words a day during the Spanish Flu of 1918?

The Coronavirus has challenged everyone globally. However, all content creators can get inspired by some popular nuggets from Mark Twain.

Why Reopening America in the Summer of 2020?

Today all US states have reopened partially after two months of lockdown. This has left many of our readers worldwide wondering why America is reopening when Coronavirus infections and deaths keep increasing ? Here are some thoughts on this question:

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