2025 predictions for top B2B paid media channels
What's next in B2B advertising? Dive into Google's market shifts, LinkedIn’s UX improvements, Reddit’s testing advancements, and more.
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Laura Schiele's latest articles
5 PPC measurement initiatives to set yourself up for 2025 success
Prepare for paid media challenges with steps to enhance compliance, optimize first-party data, and adopt cutting-edge tracking solutions.
Building a PPC roadmap for new brands: 10 questions to ask
Ensure your brand’s PPC campaigns are effective from day one by addressing key factors like tracking setup, CRM capabilities and more.
7 reasons you can’t rely on third-party cookies
Cookie-reliant measurement is falling short. It's time to diversify your marketing strategy for more accurate attribution and insights.
Peak PPC season is coming: 5 tests to run now
Learn essential testing methods to enhance your paid media campaign performance and outpace competitors in high-traffic seasons.
Thanks, Google – but we’re keeping these 5 post-cookie initiatives
Google is letting cookies live a little longer. But they should not be an integral part of your long-term strategy. Here's why.
The B2B releases I wish we’d gotten at Google Marketing Live
What B2B advertisers need to know about new features, missed opportunities and shifting control in paid search.
Key ad platform updates of 2024 (so far): A B2B marketer’s review
Dive into the biggest ad-related releases of 2024 to date from Google, LinkedIn, Meta and Microsoft and their significance to B2B campaigns.
A better approach to B2B lead gen in 2024
Improve your B2B lead gen ROI by matching offers, ad channels and educational content to the user's awareness and intent level.
Tracking in 2024: Where we are and how to prep
Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift.
4 keys to SEO and PPC collaboration in 2024
Organic and paid search teams must collaborate closely on strategy, funnel alignment, education and cross-platform learning to succeed.
6 areas to address before increasing B2B paid media investment
Before investing in paid media, B2B brands should optimize these foundational elements for better campaign ROI.
Paid media success in 2024: A handy checklist
These items will help you refresh your PPC outlook, run valuable tests, examine ad settings, and find impactful growth opportunities.
LinkedIn Ads in 2023: Trends, hits and gaps to be filled
LinkedIn seized 2023 with key platform upgrades for B2B advertisers including predictive audiences, revenue attribution reporting and more.
Google’s 2023 releases: A B2B marketer’s review
Google kept busy this year with a slate of releases. Here's what worked, what fell short, and what's still needed from a B2B perspective.
Better, non-programmatic ways to go up the B2B funnel
Learn alternatives to programmatic advertising for B2B upper-funnel success and how to integrate high-quality channels into your media mix.
Offline conversion tracking: 7 best practices and testing strategies
Run better-targeted, higher-performing PPC ads using these seven must-dos when tracking offline conversions.
Offline conversion tracking to boost lead gen strategies
Find out when and how to incorporate offline conversion tracking effectively and learn from lead gen success stories.
A guide to effective PPC projections
This approach to estimating PPC spend will help you align on KPIs, consider crucial variables, and communicate projections effectively.
7 reports SEO and PPC can use to help each other succeed
Create powerful organic and paid search campaigns with intentional communication and data-sharing between your SEO and PPC teams.
4 Google Ads Custom Columns you need to use – and why
Here's how to use Custom Columns for surfacing trends and insights and answering your most important Google Ads account-related questions.
4 B2B paid media strategies to stay ahead of the curve
Discover four paid media initiatives driving great results for B2B brands today and how you can put them to work in your campaigns.
5 mobile B2B advertising mistakes and how to correct them
B2B advertising on mobile is distinct from its desktop counterpart. Address these persistent mistakes you might be making with B2B mobile ads.
How to dial in your ad messaging in an automated marketing world
Automation has leveled much of the PPC playing field. Here's how to differentiate your paid search and social campaigns with great messaging.
Microsoft Ads in 2023: Key areas to leverage, test and optimize
As Microsoft aims to compete more aggressively in the ad space, here are compelling opportunities you can seize to stay ahead of the PPC game.
Performance Max for B2B: 4 best practices
While B2B is not broadly impacted by the move to PMax, it's best to learn the ins and outs before Google takes away other campaign options.
Google Ads updates in 2022: The good, the bad, the jury’s still out
Here's a rundown of Google Ads announcements, updates and releases in 2022 and how they impact paid search marketers today and beyond.
Marketing in a recession: How to avoid 5 common mistakes
Instead of making hasty and costly marketing decisions, learn how to position your brand to survive and thrive over the long haul.
4 communication best practices agencies must employ early in Q4
Establish proactive communication with your agency clients this Q4. Follow these tips to get better alignment on marketing goals and KPIs.
How to approach B2B advertising during a challenging Q4
Here are some recommendations for managing channel mix, budgeting and KPIs this Q4, given a strange and thorny landscape.
How GA4, data modeling and Google Ads work together
Google is moving quickly to a future of data modeling. Here's how paid search marketers need to approach the analytics shift.