Actual problems of innovative economy and law

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Mechanisms for optimizing the marketing budget of international IT companies based on programmatic solutions and PPC advertising

# 53 244-255 Download/view the full text of the article

УДК: 339.138:004

DOI: https://doi.org/10.36887/2524-0455-2026-2-53

Volikov Volodymyr V,
PhD in Economics,
Institute for Single Crystals of National Academy of Sciences of Ukraine, Kharkiv, Ukraine,
https:// orcid.org/0000-0002-4107-6277
Shumilkina Kateryna Yu.,
Leading expert,
Kitrum LLC, Tampa, FL, USA,
https:// orcid.org/0009-0003-6941-4367

Published: 31.05.2026

The purpose of this article is to develop and provide a scientific rationale for the author’s mechanism for optimizing the marketing budget of international IT companies, based on the integration of SEO, content marketing, landing pages, PPC advertising, programmatic solutions, CRM, and a system for evaluating the effectiveness of marketing communications. A study of theoretical approaches to optimizing the marketing budgets of international IT companies has shown that the specific nature of the industry (a long B2B cycle, high customer acquisition costs, the use of targeted marketing for key clients, geographic expansion, and omnichannel strategies) requires a shift toward a systematic allocation of investments across digital channels. Such allocation should be based on end-to-end analytical data and automated traffic management algorithms. The synergy between using PPC advertising to quickly attract controlled, targeted traffic and programmatic technologies for automated media buying management and algorithmic real-time bid optimization has been demonstrated. The comprehensive integration of these tools significantly increases the effectiveness of international IT companies’ marketing budgets. The synergy between using PPC advertising to quickly attract targeted traffic and programmatic technologies for automated media buying and real-time algorithmic bid optimization has been proven. The comprehensive integration of these tools significantly increases the effectiveness of international IT companies’ marketing budgets. Based on an analysis of Kitrum’s open-architecture website, the company’s digital presence and content structure were evaluated. It was determined that well-developed expert content, practical case studies, differentiation by industry segments, and optimized landing pages create favorable conditions for integrating SEO, PPC, content marketing, and programmatic technologies. The main scientific result is the development of a mechanism for optimizing the marketing budgets of international IT companies, which—unlike existing approaches—ensures end-to-end integration of the stages of the digital conversion funnel and automated media buying tools into a single system of adaptive resource management. The practical value of this work lies in the formulation of applied recommendations for integrating digital tools (SEO, PPC, Programmatic, CRM) into a unified system for adaptive management of the marketing budgets of international IT companies based on the results of continuous monitoring of key performance indicators. A limitation of this work is the use of only publicly available company data without access to its internal CRM and advertising analytics, which limits the ability to accurately quantify the economic impact of the proposed mechanism. Further research will focus on validating the mechanism using internal company data, mathematically modeling the adaptive allocation of budgets across digital channels, and implementing artificial intelligence tools to automate ROAS forecasting.

Keywords: digital marketing, online traffic, conversion, programmatic, PPC.

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Volikov V. V., Shumilkina K. Y. Mechanisms for optimizing the marketing budget of international IT companies based on programmatic solutions and PPC advertising. Actual problems of innovative economy and law. 2026. №2. 244-255 pp. https://doi.org/10.36887/2524-0455-2026-2-53

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Volikov V. V., Shumilkina K. Y. Mechanisms for optimizing the marketing budget of international IT companies based on programmatic solutions and PPC advertising. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-2-53