More manufacturers and industrial companies are investing their time and budget into paid marketing — it’s a model that targets consumers online based on their interests or intent using different tactics like display ads or pay-per-click (PPC). PPC is a must-have for any inbound strategy — over time, B2B marketers are able to effectively reach their target audience and drive leads based on their searches. One of the most compelling characteristics of paid marketing is the tremendous amount of data you’re able to collect in order to make decisions and improve the performance of your campaigns. The more you learn about your audience, the easier you can market and sell to them effectively. Who doesn’t want that for their business’ bottom line? But getting a conversion through PPC that justifies the expense takes careful planning and precise execution.
Also referred to as “cost-per-click” or CPC, PPC can be challenging to begin. Especially when you don’t have any data, how do you get started? We put together this list of 12 PPC tips that will give beginners the best chance of starting off on the right foot. And we’ll address one of the main challenges of managing PPC — how to target business customers when there is a large volume of consumer or retail traffic searching similar keywords.