With more B2B interactions happening online, pay-per-click (PPC) advertising has become one of the most preferred marketing tools for lead generation. From securing top spots on search engines to displaying relevant ads on social media, software marketers are using PPC ads across platforms to buy visits from target audiences.
However, simply launching a PPC campaign doesn’t guarantee success. Whether you’re managing PPC marketing in-house or have partnered with an external agency, you must have a strong PPC tracking and management plan to maximize return on investment (ROI).