• How to Measure B2B Paid Search and Paid Social Campaigns

    Quick note: My goal in writing this was to address how CFOs, CMOs, and VPs of Marketing at B2B companies can evaluate their paid search and paid social efforts. Ignore Conventional Measurement Metrics for PPC campaigns are abundant. Clicks, clickthrough rate, conversions, cost per conversion, etc. are all readily available. Measuring “things” in paid media […]

  • Understanding the Correlation Between PPC and SEO in the B2B Space

    If you’re actively optimizing your website for SEO and running PPC campaigns, you might have noticed that an increase or a decrease in paid spend can influence your organic performance and cause a similar increase or decrease in traffic, click-through-rate, and conversions. In this blog post, we will dive into the relationship between SEO and […]

  • Expanded Ad Text: A Gift From the Heavens

    At the Google Summit in May, the search giant announced arguably the largest feature change in AdWords during the last several years – expanded character limits for text ads. No longer will a search marketer be constrained by one 25 character limit headline, but would now be given the ability to utilize two 30 character […]