The Importance of Paid Search for Distributors, Wholesalers & Manufacturers


February 15, 2021

Benefits of PPC Campaigns for Manufacturers, Wholesalers and Distributors

As you read this, potential customers of manufacturers, wholesalers and distributors are searching on Google for products. Will they find yours? They won’t if your website listings are not ranking up top on the first page. Getting there ahead of other wholesalers, manufacturers and distributors can be a challenge. One advertising strategy to consider is pay-per-click (PPC) ads. They are a cost-effective way to get your company’s products noticed ahead and above the competition. Here are some of the benefits:

Budget Goes Directly to Target Audience

While magazine ads and billboards are shown to a large number of irrelevant viewers, PPC ads are only shown to customers specifically looking for what you sell. You decide what keyword terms are the most important and your ad only shows when those phrases are searched. You can also craft your ads to only display to a specific location, age group, income level and more. Once people begin clicking on your ads, you can make informed adjustments and further refine your audience demographic.

Keyword Targeting Pinpoints Your Customers

There is no better way than Google PPC to find customers who are specifically looking for products from manufacturers, wholesalers and distributors. For example, if you distribute widgets, you can choose to appear for terms like “widget manufacturer,” “widget wholesaler” and “widget distributor.” But you can also save money by not appearing for irrelevant terms like, “what does a widget do” or “widget scam.” With Google PPC, you have access to millions of potential buyers.

PPC Ads Help Make an Impression

Unlike ads in a trade magazine or on a trade website, with Google advertising, you pay per click rather than per impression; you only pay if a customer is interested in your product or service. But even if people do not click on your ad, your brand and message are visible (and free).

PPC is an Investment in Search Engine Optimization (SEO)

PPC and SEO are related because they are aspects of search. As such, PPC can complement your SEO strategy. PPC clicks bring traffic to your website. If visitors like what they find, they spend time on your site. This sends Google the message that your site’s content is valuable. Valuable content is what Google rewards with SEO ranking.

SEO and PPC interact in another important way: page real estate. When your listings appear in both the paid and organic areas of Google, your brand takes up more visual real estate which signals legitimacy and dominance to users.

Remarketing Equals Reconnection

Manufacturers, wholesalers and distributors looking to increase brand awareness and drive sales, should consider remarketing. This strategy displays your ads to users who have already been to your website as they surf the web. More sophisticated strategies involve targeting users who have shown interest in a particular brand, category, or product on your website. Better still, you can display these ads specifically to people who have placed items into their shopping carts but did not complete the purchase.

Visit or call (773) 405-3635 to learn more about PPC and all of Main Event Digital’s services.



117 Cary Ave.
Highland Park, IL 60035
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