As a marketer, one of the most important things you do is to support your sales department. Think about it. A lot of what you do, whether you are working on branding for a major manufacturer or running banner ads for your dealership, is done in an attempt to provide your sales team with qualified leads.
With that said, you need to find ways to provide your sales team with the most highly qualified leads possible. There are a lot of ways to do that. But one of the best methods of generating the leads you’re needing is through SEM (Search Engine Marketing).
What is SEM?
SEM is a form of paid advertising which appears in search engine results. Ads are displayed when a person searches a long- or short-tail keyword that you have targeted.
These ads are distinguished as advertisements by an ad designation which appears beside the headline. These paid search ads also appear above and to the right of organic results, which are the pages the search engine determines as most relevant.
Unlike most other ad formats, SEM ads are text only. They don’ feature images or rich media. In these ads you can utilize links and click-to-call functions.
But how can I use SEM to sell more construction equipment?
One of the reasons SEM is so powerful is because you can reach the right audience at the right time. There are a lot of great statistics in the 2014 Equipment World Connectivity Study, but this one stands out above the rest:
83.1% of contractors use the internet to search for equipment, truck, and tool information.
That’s a big percentage, but you don’t need to reach all of these contractors. Remember, you need to reach the right audience at the right time. Thankfully Adwords has a number of different targeting options. Here are a few you will find valuable:
Geotargeting allows you to display your ads to audiences based on location. With your specific AOR, you don’t need mass impressions across the country. Instead, you need to refine your ad delivery to very specific audiences that are most likely to purchase from your dealership. With geotargeting you can set specific geographic parameters that best fit your dealership.
You can geotarget your ads around your specific AOR to generate higher quality traffic.
2. Device Targeting
Device targeting allows you to prioritize your ad spend by displaying your ads based on the devices your audience is using, which you can find research on here. According to what type of product or service you are advertising, you may want to refine your device targeting. For instance, if you are advertising your parts and service, it may be beneficial to target phones for a click-to-call ad. On the other hand, you may not prefer to use click-to-call when advertising your backhoes or skid steers.
By targeting specific devices, you can prioritize your ad spend to encourage specific conversions.
Remarketing is one of the more complex ad targeting options, but we will only discuss the basics. With remarketing, you can show your ads to prospects who have visited your websites or used your mobile app. For instance, if someone leaves your website without a conversion, you can reconnect with these audiences by showing them relevant ads across the Google Display Network.
Advanced retargeting even allows you to personalized ads to audiences who have viewed specific products.
If you need to sell more equipment or increase the volume of your construction equipment parts and service business, don’t worry. We can help. For you to truly enable your sales team to be the best they can be, you need to improve your methods of lead generation. This starts with using data to find your audience and digital advertising to connect and engage them.