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Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify. more![Six Tips for Measuring Your LinkedIn Ad Campaigns [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210223-infographic-lg.jpg)
How can you ensure you're getting a full view of your LinkedIn ad campaign performance and gaining the insights you need to make valuable optimizations? more
Now that tradeshows and events have shifted to digital, sponsorship packages look much different. But there are still ways to attract sponsors and get their brands and offers in front of event attendees. Check out these nine useful tips. more
Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return. more![10 Facebook Trends to Watch in 2021 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201215-infographic-lg.jpg)
What will the Facebook focus on in the year ahead? Which current and new experiences should marketers be paying close attention to? more
Host-read podcast ads tend to be more effective in driving recall and other lift metrics, according to recent research from Nielsen. more
Marketers say they face a key measurement dilemma with programmatic advertising: Their bosses want a clear sense of how media is performing, but it's often difficult to report ROI with accuracy. more
If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them. more![The State of In-House Programmatic Advertising [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201029-infographic-lg.jpg)
Programmatic advertising has progressed dramatically over the past decade, going from an experimental tactic to common practice. more
LinkedIn is the social network that B2B marketers use most and it is also the social network that B2B marketers say delivers the most engagement, according to recent research from Sagefrog. more
B2B companies are increasingly relying on pay-per-click tactics to obtain leads. Here are six ways to ensure your company is getting the highest-quality leads from its PPC ad campaigns. more![Retargeting on LinkedIn: What B2B Marketers Need to Know [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201001-infographic-lg.jpg)
Retargeting on LinkedIn can help boost campaign efficiency for B2B advertisers, since the platform is widely used by professionals. So, how do you do it? more
Software as a service is becoming essential in both our work and our social lives. For SaaS companies looking to drive traffic, build awareness, and generate leads, PPC is one of the most powerful tools available. Check out these five tips to make PPC work for you. more
The COVID-19 pandemic has driven many B2B firms in the United States to boost spend on digital advertising in 2020, according to recent research from eMarketer. more
The average CPM for advertising delivered via Facebook Ads Manager has been steadily rising since March, according to recent research from Social Insider. more
As more businesses increase their digital advertising efforts, fraudsters, scammers, and bots lie in wait. Some marketers are aware of the looming threats, but many aren't. The good news is that telltale signs of ad fraud can be spotted. more
Marketers say audience targeting is both the most effective programmatic advertising tactic and the most difficult to execute, according to recent research from Ascend2. more
Most Americans say they would rather watch a 30-second advertisement in exchange for free content than share their email address with a company, according to recent research from BuzzStream and Fractl. more
Professionals who use search engine optimization (SEO) and Google Ads say both approaches are effective; but, if forced to pick only one, most would choose Google Ads, according to recent research from BestSEOCompanies.com. more![Account-Based Marketing Ad Match Rates Explained [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/200514-infographic-lg.jpg)
There are two ways to run ABM ads: by matching contacts, and by matching accounts. Both ways are valid, but each has its pitfalls—as well as its own match-rate metrics. This infographic explains it all. more
Agencies say the most common mistakes they make when managing clients' digital advertising campaigns are payment failures, forgetting to turn spend off, and offending target audiences, according to recent research from Morphio. more![The Anatomy and Current State of Programmatic Advertising [Infographic]](https://www.marketingprofs.com/assets/images/articles/lg/200428-infographic-lg.jpg)
Programmatic advertising uses technology to automate media buying: Advertisers bid in real-time for a specific audience, and the highest bidder wins the impressions that are up for auction—all in the blink of an eye. See more about the process, benefits, challenges, and the current state of programmatic. more
B2B marketers who rely on in-person interactions to connect with clients and drive lead generation now need alternatives. One strategy to continue promoting our brands is digital advertising—including programmatic. And it doesn't have to be complicated. more
Most people say brands should continue to advertise during the COVID-19 outbreak, but they also say marketers should change the content of their campaigns to address the situation, according to recent research from Unruly. more
Google Ads (the erstwhile AdWords) has become far more intuitive and easy to use than in years past. But despite a simplified interface, greater data transparency, and more features, it still has its share of nuances and complexities. These 5 tips will help you become a better PPC advertiser. more
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