Why your B2B PPC metrics may be lying to you
More conversions and higher ROAS don’t always translate to more pipeline or revenue. Here’s how to measure incremental value more accurately.
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Melissa Mackey's latest articles
How to use YouTube Ads to drive B2B conversions
Two B2B advertisers saw CPLs drop up to 47% after adding YouTube video campaigns. Here’s how video lifted search performance and conversions.
How to optimize B2B PPC spend when budgets and confidence are low
Stretch your budget by trimming underperforming keywords, adopting value‑based bidding, and testing emerging channels for better B2B results.
How to optimize PPC customer acquisition cost for B2B
Improve your B2B PPC campaigns by understanding CAC, using offline conversion imports and improving lead-to-customer tracking.
How to set and manage PPC expectations for teams and stakeholders
Avoid client-agency misalignment by following best practices on setting clear PPC expectations upfront and managing communications.
Top 5 ways to stay up to date on paid search trends
Stay on top of crucial updates in paid search. Discover five effective ways to stay informed about the latest trends and changes.
Get organized: PPC ad campaign structure in a changing world
Industry experts share actionable insights and recommendations for structuring and managing your PPC campaigns.
Quality score in paid search: Vanity or valuable?
While quality score is not the be-all and end-all of PPC, search marketers can still use it for optimizing campaigns. Here's how.
How to make PPC automation work for lead gen
Paid search automation isn't just for ecommerce. It is also an effective tool for B2B lead generation. Here's how to make it work for you.
10 things to eliminate from your life to be more productive at work
For most remote workers, staying productive can be challenging. These tips will help you get more done with less stress.
How and why marketers are revisiting PPC campaign organization
Learn how to organize your campaigns for maximum performance and deliverability from four PPC experts.
How privacy changes affect B2B paid search marketing
B2B search marketing is about to get even more challenging. What’s the solution? First-party audiences.