SEO and PPC alignment starts with your org chart
Break down silos with the right team structure, shared goals, and data exchange to improve efficiency and maximize your SERP presence.
Andrea Cruz's latest articles
What are you optimizing for in paid search when keywords matter less?
Search platforms rely less on keywords. Signals, data quality, and intent mapping now drive how ads are targeted and performance is measured.
Why Performance Max looks different for B2B in 2026
PMax for B2B depends on conversion signals, market size, and tolerance for automation. Learn when it’s worth testing.
The future of B2B authority building in the AI search era
With AI shaping buyer research, content must earn trust at first glance. Explore how to structure, distribute, and elevate B2B content in this new discovery landscape.
5 LinkedIn Ads mistakes that could be hurting your campaigns
Are your LinkedIn Ads underperforming? You might be making these errors. Fix your targeting, ad formats, and measurement for better ROI.
Maximizing your B2B paid media ROI with alternative platforms
Reach your B2B audience in unexpected places. Use Reddit, YouTube and TikTok for paid media campaigns that drive real results.
4 Reddit ad formats you need to know
Learn how to use Promoted Posts, Free-form ads, Takeovers and more to connect with a high-value audience across 100,000+ communities.
7 LinkedIn Ad settings and tactics you didn’t know you needed
LinkedIn’s latest advertising innovations, from CTV ads to predictive audiences, and how to leverage them for maximum campaign results.
Maximizing your B2B spend: Is account-based marketing worth it?
ABM promises precise B2B targeting, but is it right for you? Learn the pros, cons and key considerations for implementing ABM effectively.
2024 B2B trends: 6 key areas for marketing success
Rethink conventions and consider emerging best practices to drive meaningful results from your B2B marketing efforts.
7 LinkedIn advertising pitfalls: Where your B2B ads setup might stumble
Steer your LinkedIn ad campaigns away from pitfalls. Learn tips for sidestepping B2B targeting, creative and optimization issues.
Diversifying your B2B paid media portfolio: When does it make sense?
Expanding your B2B portfolio (when it makes sense) can help you beat your competitors and reach your goals. Here's what to consider.
5 must-know Reddit Ads tactics for B2B marketers
Looking to boost your B2B marketing efforts? Follow the tactics outlined here and experiment with what's possible on Reddit.
What B2B marketers must know in the face of a potential recession
Let's unpack how a looming recession impacts B2B marketers and ways to navigate the landscape we're already in.
Google Ads for B2B: How to overcome challenges, platform limitations
Learn how to adopt a B2B mindset to Google Ads (a B2C product) that allows you to challenge the limitations of the platform.