We’ve spent the last few weeks discussing digital marketing trends and tactics for the heavy equipment industry in 2021. Here are four ways that equipment dealers can level-up their paid search strategies and stay ahead of the competition in the new year.
2021 Digital Advertising Trends for the Heavy Equipment Industry
1. Automated Bidding
Smart Bidding is an automated bidding strategy that uses Google’s machine learning algorithms to adjust bids throughout the day to maximize ad spend and improve campaign results. This move toward automation and away from manual management is gaining traction because it can save advertisers time and money.
While Smart Bidding became increasingly popular and effective in 2020, we anticipate that it will outright replace manual bidding at some point in 2021. As you make the change and implement Smart Bidding, we recommend closely overseeing when and how it’s used to ensure you’re generating the best results for your business.
2. Facebook Advertising
Facebook is asserting itself as an essential platform for lead generation ads. By continually adding new ad types and targeting options to the platform, Facebook is increasingly an effective advertising option for the heavy equipment industry.
Businesses can run remarketing campaigns that direct users to a specific piece of inventory on the website that matches their interests., or leverage lead form ads to capture form-fills directly in the Facebook app. If you work with an equipment CRM, lead information can feed directly to your CRM and sales team. Put Facebook ads to work for your business to expand reach and brand engagement, as well as generate high-quality, low-funnel leads.
3. Relevant Ads
Today’s consumers expect personalization in everything from their social media feeds to search results and online advertisements. Equipment dealers can provide customers with the personalized experience they want, while also capturing more high-quality traffic and leads for their business, by pairing dynamic search ads with relevant ad creative and keyword targeting.
Deploying hyper-relevant ads across search and display channels should be a top priority in 2021. Depending on your geotargeting, audience size, budget, and business categories, use responsive search and display ads to align the search query with the landing page and drive the best results.
4. Transparent Reporting
Advanced conversion tracking and attribution to connect online shopping to offline sales became more important than ever in 2020, and this need for transparent reporting will only continue in 2021.
To provide equipment dealers with real-time access to KPIs and results, we launched live, interactive reporting dashboards in 2020 and will continue to build out new features, integrations, and real-time reporting capabilities in the new year.
If you’re not satisfied with your visibility into digital marketing performance or are interested in learning more about advanced reporting from Adpearance, get in touch.
Get Ahead of the Competition in 2021
If you’d like help creating a cohesive marketing strategy for the new year, give us a call. As a Premier Google Partner with more than 10+ years of experience in the heavy equipment industry, we can partner with you to make 2021 your best year yet. Contact us for a free digital analysis to discuss the marketing tools and tactics that fit your budget and make sense for your business.
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