PPC campaigns from INTEG SOLUTIONS: bringing business to foreign markets

We will develop an individual PPC strategy to promote your business in foreign markets. Get a 30-minute consultation for free.

Free of charge in Russian or English

Alena Dyrmovskaya

PPC traffic manager

You launch an advertising campaign (AC), spend the budget, but instead of a flow of applications you receive only a handful of irrelevant leads? A situation familiar to many companies that are trying to enter foreign markets without a clear strategy.

Now here's another picture: you know exactly who your client is, what pain points they have, and how your product can solve them. Your ads are shown only to those who are ready to buy, and clicks bring real sales. This is how a PPC campaign works, customized to take into account all the nuances of the business and the chosen market.

At INTEG, we don’t just launch contextual advertising – we create systems that work for you 24/7. Our clients are B2B companies (in some cases B2C) with a high average check who want to attract targeted traffic, get quality leads and increase sales.

PPC is a key tool for entering the international arena

PPC (Pay Per Click)

is an online advertising model where each click on an ad is paid for. Therefore, it is very important for the advertiser to have as few "empty" clicks as possible, so that each click becomes a step towards conversion. If advertising does not generate applications and sales in the required volume, it becomes a senseless waste of budget.

Contextual advertising

is one of the most powerful promotion tools, especially in cases where you need to bring your business to the international market in a relatively short time. But PPC only works when the campaign is set up correctly.

RESULT

We build a PPC strategy so that your business receives relevant and already warmed up clients ready to buy, and the costs are recouped.

How INTEG builds PPC campaigns: stages and key metrics

Product analysis and semantics collection

First of all, we conduct a deep analysis of your product/service and collect semantics. But it is important to understand: semantics for PPC and for SEO are different things. In PPC, we filter out all queries that do not have a clear commercial nature.

WHAT WE DO

We collect all possible queries related to your product. The semantics include not only obvious queries, but also long-tail keys that can be useful for narrow niches. Special tools and services are used to collect the most complete list of keywords.

We filter, leaving only semantics with commercial potential. For example, for advertising a developer of corporate CRM systems, we exclude queries such as “what is CRM”, “history of CRM systems”, and the like. Instead, we focus on queries with a clear commercial intent, such as “order CRM system development”, “cost of implementing CRM for business”, or “CRM for a real estate agency / car service / beauty salon”.

We prepare basic lists of negative keywords to exclude irrelevant traffic. Negative keywords are queries for which you do not want to be shown. For example, if you are developing cloud storage solutions but do not provide ready-made cloud services, we add queries of this type to the negative keywords: “rent a cloud server”, “cloud hosting provider”, “personal cloud for file storage”. This allows you to avoid traffic from users who are looking for ready-made products, not development services.

Landing Page Optimization

Landing pages are the key to a successful PPC campaign. If the page doesn’t convert, even the highest quality traffic won’t bring results.

WHAT WE DO

We audit landing pages using a checklist.
We make changes to the site structure if necessary.
We optimize UX so that the customer's path through the funnel is as simple and clear as possible.

Why change the structure of the site

The structure is not just a set of web pages, it is the path your client takes from the first touchpoint to the target action. If the structure is not thought out, the user may get "lost" on the site and leave without finding the necessary information and, accordingly, without leaving a request.

HOW WE WORK ON THE SITE

Analysis of the current structure

We study how your website is structured and assess how well it meets the needs of the target audience. For example, if a software developer’s website does not have clear sections describing services, cases, and a team, this may cause an outflow of potential customers.

Optimizing the customer journey

If necessary, we restructure the website so that each user step logically leads them to conversion. What to be guided by here:

The home page - clearly shows what the company does and what problems it solves;
The "Services" section - contains a detailed description of services with an emphasis on the benefits for the client;
"Cases" - a section/page for demonstrating expertise, here are real examples of successful projects or announcements for them;
The "About Us" page - is aimed at inspiring trust, contains information about the team as a whole and/or about each of the specialists;
"Contacts" - so that a potential client can contact or leave a request (the page is located so that it is easy to find).

Eliminating weak points

At this stage, we identify areas where users most often leave the site. To increase engagement and conversion, the following require improvement:

drop-off points, where site visitors stop interacting;
pain points – areas that cause difficulties or disappointment for users;
friction points – places where the process becomes difficult for the user.

Adaptation for PPC traffic

If you launch PPC campaigns, landing pages should be as relevant as possible to the queries from the ads. We create separate pages for key query clusters so that the user immediately finds what he was looking for.

Common mistakes website owners make

Information about the company is not available (TIN/VAT number, office address, email, phone, details)
The team's competencies are not clearly described; there is no portfolio with examples of work.
Complex navigation, confusing menu.
There is no call to action (CTA).
There is no "Thank You" page and no goals are set for it.

TAKE NOTE

When promoting on a foreign market, it is very important to indicate the VAT number on the website. It confirms the legitimacy of the company, compliance with EU tax legislation, and increases the trust of counterparties and clients. Indicating the VAT also demonstrates the transparency of the business and willingness to follow European rules, which is important for international trade.

Example from practice

A client who develops IoT devices had a website with a structure that was unsuitable for PPC promotion. After the audit, it turned out that:

potential customers cannot find information about the team and experience;
there are no sections showing expertise (cases, technology descriptions, expert materials);
the link to the page with contact information is “hidden” in the footer.

We reworked the website structure:

added a “Team” section with photos and descriptions of specialists;
created a “Cases” menu item, added a section and pages with a detailed description of completed projects;
simplified navigation, moved the link to “Contacts” to the top menu;
added clear calls to action.

RESULT

the conversion rate (CR) of the website increased

from 2% to 5%

and the cost of a lead decreased by 2 times

Correct website structure:

Simplifies the customer's path to conversion

Increases brand trust

Increases sales

Can reduce the cost per lead

If your site is not ready to receive PPC traffic, we will help you optimize it so that every click brings results.

Setting up the technical part

Technical setup is the basis for collecting data and evaluating campaign effectiveness. Without properly configured analytics tools, it is impossible to understand which ads are actually working and which are just wasting the budget.

WHAT WE DO

We set up goals in Google Analytics and Google Tag Manager. We define key user actions on the site: sending an application, downloading a commercial offer, going to a specific section of the site, and others that are considered conversions. Goals help track how effectively advertising works.
Connect Google My Business (especially important for local services). If the business is focused on the local market, setting up Google My Business is necessary so that the company is displayed in search and on maps. In addition, this allows you to collect conversions directly from the business card (calls, route requests, etc.)
We test goals and set up UTM tags for accurate conversion tracking. PPC specialists create UTM tags for each ad to see exactly where the user came from (ad campaign, ad group, keyword). This allows us to analyze which channels and queries bring the most leads and quickly optimize campaigns.
Setting up Google Looker Studio.

WHY IS THIS IMPORTANT

Data accuracy

Analytics allows you to evaluate the effectiveness of each ad and not waste your budget on irrelevant ones.

Real-time optimization

Based on conversion data, you can quickly make changes to advertising campaigns.

End-to-end analytics

Setting up UTM tags and goals allows you to track the entire customer journey: from the first touch to closing the deal.

Example from practice

For a client developing SaaS solutions, we set up goals in Google Analytics to track requests for a demo version of the product. Thanks to UTM tags, it turned out that 53% of target requests come from advertising campaigns related to the query SaaS application hosting. This allowed us to redistribute the budget and increase the number of leads by 38.7%.

TAKE NOTE

Correct settings of analytics, goals and UTM tags allow you to measure the effectiveness of advertising so that every euro of the budget works for the result.

Creating and running ads

At this stage, we create ads that not only fit the market, but also differentiate the advertiser from the competition.

WHAT WE DO

We group and analyze key query clusters. For each semantic group, we create relevant ads (that precisely answer the user's query). For example, for a company offering outsourced programming services, clusters may look like this: "1C programmer services", "programmer outsourcing", "order a programmer", "remote SaaS developer".
We study how competitors are promoting. We analyze competitors' ads to understand what wording and USP they use. This helps to highlight your advantages and create ads that will dominate and attract attention. Example: if competitors emphasize low cost, we can emphasize your team's experience or specialization in complex projects.
We create ads that increase the click-through rate (CTR). Our PPC specialists use compelling headlines, clear calls to action (CTA) and emphasis on the benefits for the client.

WHY IS THIS IMPORTANT

Attracting attention

Unique ads hook the audience and increase click-through rates.

Accurate hits on queries

Relevant texts increase the likelihood of conversion.

Increased CTR

Compelling headlines and specific CTAs stimulate more clicks.

Reducing PPC payback periods

A properly composed ad ensures maximum return on investment in PPC advertising.

Algorithm training and optimization

Since 2021, Google has completely switched to automatic algorithms, and our task is to “feed” the neural network with the right data. The success of the advertising campaign now depends on the accuracy of the information transferred to the system, primarily about who your target audience is (gender, age, geo, etc.) and what actions are considered successful (click, application, sale, etc.)

WHAT WE DO

We monitor key metrics:
- CTR – shows how attractive ads are to the audience. To increase CTR, we work on improving texts, headlines and ad display;
- bounce rate – we analyze why users leave the site. To increase the retention rate, we make changes to landing pages;
- ad quality – we evaluate the relevance of ads to user queries, improve them to reduce the cost per click (CPC).
We optimize advertising campaigns. Our PPC specialists constantly test hypotheses: change ad texts, add new keywords, adjust bids, exclude ineffective queries. This allows us to reduce CPC and increase the number of conversions.
We maintain a stable flow of leads for 3-4 months. Training Google algorithms takes time. In the first months, we accumulate data on conversions so that the system can understand who is in your target audience and can subsequently attract this segment. After training, the advertising campaigns begin to work stably, attracting high-quality leads.

WHY IS THIS IMPORTANT

Advertising efficiency

The better the algorithms are trained, the more accurately they attract your target audience.

Cost reduction

Optimization allows you to reduce the cost per click and increase ROI (return on investment).

Stability

After a training period, the advertising campaigns begin to work predictably, providing a constant flow of leads.

Example from practice

The client is developing solutions for business automation. For 2.5 months, we trained the advertising system, tested various hypotheses and optimized the advertising campaign.

RESULT

CTR increased by 1.7%

Click cost decreased by 15.1%

The number of leads increased by 25%

Launching and scaling campaigns

After training the algorithms and a test period, when advertising campaigns already show stable results, we transfer them to permanent operation mode. At this stage, our task is to maintain efficiency and scale successful campaigns to increase the volume of leads and sales.

WHAT WE DO

We analyze the results of the test period. We study which ads, keywords and landing pages showed the best results. We focus on the most effective elements of the advertising campaign.
We scale successful campaigns. If certain campaigns or ad groups show high CTR and low cost per lead, we increase their budget and expand their reach. For example, we add new keywords, test additional geos or launch campaigns in new languages (if this meets the client's needs).
Optimizing for new goals. If a business sets new goals, such as entering a new foreign market or promoting additional services, a PPC specialist adapts the advertising campaign to these goals (creates new ads, sets up additional landing pages, redistributes the budget, etc.)
We constantly monitor and improve the indicators. We continue to monitor key metrics (CTR, CPC, CR) and make improvements based on the data received. Let's say that one of the queries "falls" and begins to bring fewer leads, in which case it is excluded from the advertising campaign or the rates are adjusted for it.

WHY IS THIS IMPORTANT

Stability

After the testing period, campaigns begin to work predictably, providing a constant flow of leads.

Expansion

Successful campaigns can be replicated to attract more customers and increase sales.

Flexibility

To keep your advertising campaigns relevant and effective, it is important to quickly adapt them to new business goals.

Example from practice

After the test period, successful campaigns launched for the data center were scaled up. New keywords were added (storage migration service, dedicated server rent, gpu dedicated server hosting) and coverage was expanded to additional regions.

RESULT

The number of leads increased by 40,1%

The cost of a lead decreased by 14.3%

3 large contracts for 3-5 years were signed

Maximizing results: video advertising and Performance Max

Collaboration with us in the direction of PPC services opens up additional opportunities for your business. If your company has media content, we can use it to warm up the audience and increase conversions. This is especially effective for complex B2B niches, where the client needs time to make a decision. If there is no media content, we will help create media materials and build a sales funnel based on them.

We write scripts for short videos that guide the client through the funnel.

We develop a chain of videos that gradually warm up the audience. Here is an example of a scheme for video advertising of a service provider.

First video

Introduces the company manager, talks about the service that can help solve the advertiser's problem. For example, a video about the importance of reliable data storage and the risks of information loss.

Second video

A tour of the office and data center where the service provider hosts its resources. The goal is to show the company from the inside, to demonstrate reliability, security, and prestige. In particular, for a German provider, you can emphasize that the company is located in Germany.

Third video

Leads the client to action. For example, the video tells about the advantages of the data center and then offers to sign up for a demo tour or get a consultation.

This chain allows the client to gradually immerse themselves in the topic and gain trust in the company, stimulates the target action and increases the likelihood of conversion. Each video should be short, informative and interesting to hold the audience's attention throughout the entire path through the funnel. The number and scenarios vary depending on the complexity of the product/service and the level of audience involvement.

We use Performance Max campaigns, which combine YouTube, search network, and conversion maximization campaigns

Performance Max is a very powerful marketing tool that allows you to reach your audience at all stages of the funnel.

YouTube

We publish videos to warm up a cold audience.

Search network

Ads for those who are already looking for solutions. For example, for a data center, the relevant queries may be "renting servers in a data center" or "cloud for data storage".

CMC

Conversion maximization campaigns in the Google Display Network - we connect retargeting for those who have already interacted with your content, but have not yet left a request.

We set up these campaigns so that they are automatically optimized to achieve your goals, whether it's leads, calls, or sales.

WHAT PERFORMANCE MAX GIVES

Firstly, it warms up the audience. YouTube videos help attract the attention of a cold audience and, gradually warming it up, prepare it for conversion actions. Secondly, it expands reach. By combining several channels, Performance Max allows you to reach users at all stages of the path to sale. That is, we can attract both people who have just learned about your product and those who are already ready to buy. And finally, it automates processes. Google algorithms independently optimize campaigns to attract the most promising customers. The system is constantly learning based on conversion data, which saves time and increases the effectiveness of advertising, reducing customer acquisition costs.

Transparent reporting, prompt feedback

For our clients, we have developed a convenient reporting system, which includes:

Excel tables where project data is collected and quickly adjusted (including changes in the quality of applications based on the results of each day);
visual reports in Google Looker Studio, automatically loading data from the advertising account (allowing you to track both general indicators for the entire account and for individual advertising campaigns).

Thanks to continuous monitoring, we can immediately take action in case of deviation from the desired indicators.

All reports are available in real time. The client sees changes in the advertising campaign every day and receives feedback from us on a weekly basis.

Geography of our campaigns: Europe and America

Our team can work with countries in Europe and America, including the USA, Brazil, Mexico and other Latin American countries. In Latin America, for example, there is a high demand for digital services, which makes this region promising for PPC promotion.

Above we have described the main stages of setting up and launching PPC campaigns, but this is only the basics. Depending on the specifics of your business and market, we use many additional tools and features. For example:

media upload – images, videos and other visual materials increase the attractiveness of ads;
different attribution models – to accurately understand which channels and touchpoints influence conversions;
price and rate clarifications – flexible adjustment to the client’s budget and goals;
localization – adaptation of ads to the linguistic and cultural characteristics of the region.

Advantages and disadvantages of PPC

The Pay-Per-Click model provides businesses with a number of tangible benefits, especially in the context of quickly attracting a target audience and effectively controlling the advertising budget. Below are the main advantages of using PPC campaigns.

Targeted spending. The PPC model allows you to pay only for clicks, not impressions, which allows you to attract the maximum number of leads and save on irrelevant traffic.
Quick results (compared to other Internet marketing channels). Advertising starts working immediately after launch, which allows you to quickly attract traffic and customers.
Transparency. The advertiser knows exactly what he is paying for, since he only pays for clicks on ads, and therefore has full control over the budget.
Precise targeting. It is possible to fine-tune advertising - by demographic characteristics, interests, geographic location, etc.
Measurability. Allows you to analyze the effectiveness of advertising using metrics such as CTR and ROI.
Flexibility. By analyzing key performance parameters, a PPC specialist can adjust the settings of the advertising campaign, influencing its effectiveness.
Scalability. In PPC, it is easy to reach a larger audience by increasing the budget in successful advertising campaigns.

When choosing PPC advertising, it is important to understand both its strengths and potential limitations. Among the main disadvantages of PPC is high competition for popular keywords and ad placements, which leads to an increase in the cost per click (CPC). PPC advertising does not guarantee conversions, and if landing pages or website content are not optimized, a high CTR may result in a low CR.

In addition, after the launch of the advertising campaign, it must be constantly monitored and optimized to ensure a high ROI and achieve the set goals (attracting traffic, leads, increasing sales). Monitoring and management requires not only time, but also experienced specialists.

Properly setting up and adapting your campaign to changes in the market and user behavior can significantly impact its success. PPC expertise allows you to avoid common mistakes, effectively allocate your budget, and maximize your return on investment.

What is the optimal budget for PPC promotion?

The average bill for your product or service should be at least 15 thousand euros for PPC promotion to pay off. The fact is that advertising does not give instant results, setting up and optimizing campaigns takes time - from 3 to 6 months. During this period, we train Google algorithms so that they learn to attract your target audience. And an advertising budget of less than 1.5 thousand euros for a certain geo or language segment (recommended from 3 thousand euros) will not allow you to achieve the required volume of data for training algorithms, which will lead to low campaign efficiency and high costs for attracting customers.

WHY IS THIS IMPORTANT

Algorithm training

Modern PPC campaigns are based on machine learning. In order for Google algorithms to start attracting the right customers, they need to be “fed” a sufficient amount of data on the behavior of target customers, conversions, etc. This takes time and budget.

B2B deal cycle

In the B2B segment, the deal cycle can take from 30 to 180 days, in some cases - up to a year. The received leads are often converted only after several months.

Safety margin

For the project to be sustainable, it is necessary to have a financial safety margin of 3-6 months. Such a “cushion” will allow not only to cover advertising costs, but also to wait for the first serious sales.

Return on investment (ROI)

A high average check allows the company to compensate for advertising costs due to more significant sales. If each client brings a significant amount, then even a small number of attracted clients can provide a positive ROI from advertising campaigns.

CALCULATION EXAMPLE

Let's say your average check is 20 thousand euros and your PPC budget is 8 thousand euros per month. Based on the average data, you will get:

~ 800 clicks

at an average cost per click 10 euros

~ 16 leads

with a conversion rate of 2%

~ 8 qualified leads

at the MQL qualification stage, about 75% of the initial quantity remains, after SAL qualification, another 25% falls away, the total “losses” are about half

~ 1-2 concluded deals

depends on the efficiency of the sales department, usually ~10–20% of qualified leads are closed, the indicator for 8 leads is from 0.8 to 1.6

With such investments, PPC pays off, but you need to be prepared that it will take time to achieve success, during which you will have to invest in it.

If your average check is less than 15 thousand euros, we recommend considering other promotion channels, such as SEO, targeted advertising on social networks or email marketing.

Examples of niches where PPC is suitable

Promotion through the PPC model is suitable for businesses that strive to quickly attract the attention of the audience, increase their online presence in the foreign market, and increase sales.

In the B2B segment, if we talk about the IT niche we specialize in, these are primarily:

Companies offering programmer outsourcing.
SaaS application developers.
SaaS + IoT (Internet of Things) developers.
“Hardware” old business in the telecommunications sector (service providers, data centers, developers of data collection terminals, etc.), offering both new functionality and standard service packages, for example, with some additional services.

As for the B2C segment, the range of activities suitable for promotion via the PPC advertising model is even more limited. PPC promotion is not suitable for all B2C businesses, because the cost of clicks in competitive niches can be high, which makes advertising unprofitable for companies with a low average check or small margin.

In addition, it requires constant monitoring and optimization of campaigns, and for small businesses with limited budgets and resources, this is difficult from a financial point of view. For products that are bought impulsively, PPC is also ineffective - other channels, such as social networks, work better here.

PPC promotion is most beneficial for B2C businesses with high checks, margins or large turnovers, where advertising costs can be justified by sales revenue. This includes:

real estate – characterized by high income from each sale, so even a small number of successful deals attracted with the help of PPC can recoup advertising costs and bring significant profits;
premium medical services (plastic surgery, elite dentistry);
other premium and luxury goods/services (designer clothing, accessories, jewelry, luxury cars, VIP tourism, etc.);
e-commerce – marketplaces and online stores with a wide range of goods can receive high turnover due to the number of orders, even if the average check is not very high.

What is the difference between B2C and B2B PPC campaigns

Both niches require the development of individual PPC strategies, but there is a significant difference between them, which lies in the target audience and the sales process. B2C PPC advertising is aimed at broad consumer groups and “quick” sales. The business roles of the people the advertising is aimed at are usually of little importance. Whereas B2B PPC is aimed at highly specialized audiences and focuses on “reaching” decision makers (DMs) – sales managers, top managers, business owners. B2B focuses on account-based targeting and longer decision-making processes.

PPC for B2B allows you to reach the right people (decision makers), in the right place, at the right time, with messages that drive targeted action.

PPC promotion can be compared to a personal concierge who brings to your door only those clients who are truly interested in your services. This method of advertising is especially relevant for B2B niches, where there are no quick transactions and large audiences, as in B2C, but time and trust are required.

PPC does not “shoot sparrows with a cannon” like regular advertising, but provides the opportunity to specifically influence decision makers, offering them specific solutions to specific problems and tasks.

HOW IT WORKS WITH AN EXAMPLE

The developer sells a CRM system for construction companies (CC). Instead of showing ads to everyone, we set up PPC so that they are displayed only to those who search Google for "CRM for construction business", "automation of construction processes" and queries with similar intent. When the decision-maker responsible for strategic planning and making important management decisions in the CC (for example, the director) clicks on the ad, he gets to a special landing page. Here, it is described in detail how the proposed CRM will solve the problems of the construction company, such as material accounting, project control, team management, etc.

Three pillars of a successful B2B PPC campaign

Narrow targeting

We don't target everyone, but only those who make decisions in target companies.

Solving specific problems

We offer a solution to the potential client's problems, not just talking about the product.

Building trust

We build long-term relationships with clients by providing them with useful content and expert support.

By running PPC, you pay for potential customer engagement, not just impressions or clicks, thus getting the maximum return on your marketing investment.

PPC advertising is an effective way to enter foreign markets, but only if it is set up and optimized correctly. At INTEG, we offer a comprehensive approach that includes product analysis, landing page optimization, fine-tuning of campaigns, and constant monitoring of results.

If you are ready to invest in business growth, PPC can become more than just another advertising model for you, but a powerful tool for increasing sales and developing new markets.

Don't waste your budget! Set up advertising that actually brings in customers. Leave a request for a consultation.