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In a previous Search Engine Land column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.

Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers. When the platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.

For example, under Basic Tips for Building a Keyword List, AdWords uses the example of men’s shoes:


If you’re a manufacturer offering a capability or products manufactured to engineers’ specifications for use in unique applications, it can be tough to come up with multiple basic categories — even more so if you’re thinking in terms of clothing items.

“Well,” you might think, “we make precision machined parts,” or, “we electropolish stainless steel parts. I can’t think of another category.”

This confusion then carries over into keyword match type. “If you sell hats,” says one of the help files, then adding a “+women’s hats” will ensure your ads get shown.

“Errrr… but we do machining,” you’re thinking. “How do these matching options apply to us?”

In my latest Search Engine Land column, “Understanding AdWords keyword match types for manufacturers,” I present a basic guide for AdWords beginners, and used manufacturing examples, so it definitely will NOT hurt your brain.

If you do AdWords, it may help you better target your keywords. Enjoy!

Dianna Huff is the founder and president of Huff Industrial Marketing, a full service agency that tackles a host of marketing and communications challenges for manufacturing companies.

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