30-second summary:

  • Google surprised marketers with a few changes in 2020 – an updated search query report, new ad extensions, and new audience targeting, to name a few — which forced advertisers to adjust their SEM strategies and tactics in order to maintain or increase their ROI.
  • B2B advertisers are testing and investing in different campaign types besides the traditional search and display campaigns, and are seeing good performance with Discovery Campaigns.
  • In the wake of the changes Google made to the search query report in September, Dynamic Search Ads can complement existing search campaigns and improve CTR, CPC, and ROAS.
  • Expect to see higher adoption of auction-time bidding, dynamic extensions, and dynamic search ads.

2020 was a tough year for many industries, but for the B2B industry, demand remained strong. Paid search budgets increased in many cases, as B2B companies invested more in digital marketing. The end of Q1 hurt performance, but things started to normalize in Q2, and we observed the usual seasonality the rest of the year.

In addition to the pandemic, Google also surprised us with a few changes – an updated search query report, new ad extensions, and new audience targeting, to name a few. All such changes forced advertisers to adjust their SEM strategies and tactics in order to maintain or increase their ROI.

After an eventful 2020, here are 6 PPC…

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