You probably have allocated funds in your marketing budget for PPC (pay per click) ads. However, many B2B marketers have pushed any sort of PPC strategy to the side to make room for social media and inbound tactics.

Stop right there. Having a social media and inbound strategy is an amazing, wonderful, and totally necessary marketing tactic. Keep it up! Just don’t let PPC slip by the wayside – if you’re putting money into it, you should be putting thought into it as well.

PPC ads give your target audience the opportunity to engage with your online content and land back on your website where they can continue their research. Embrace it as the lead generation tool that it is.

Here are some questions to ask yourself, and your fellow marketers, in order to efficiently and significantly improve your PPC engagement:

  1. What are your goals? The goals of the campaign should be clearly defined before diving into creation. Are you going for awareness or conversion? Your audience, timing, and bids should be planned to compliment your goals and your measurement should always keep those goals in mind.
  2. What is your budget? How much are you willing to spend and how closely can you watch your budget? That will help you decide if you should set the budget to be shared across campaigns or if you are going to watch your campaigns and tweak spend up and down each day.
  3. Where do you want to be? Where does your company do business and what are the sales goals? Make sure your geography choices match those goals. You might even consider displaying different images and text for different regions.

We’re not even close to being finished. Click here to download Salesfusion’s Tips to Increase PPC Engagement infographic and access the rest of the list.