Search is poised to experience a late-stage renaissance as several shifts in the digital media landscape push marketers toward search advertising.

1) Privacy restrictions will nudge marketers toward search. 
2) Brand safety concerns are making search look more attractive. 
3) eCommerce’s emergence as an advertising channel will benefit search. 
4) Voice is gaining popularity and is well-aligned with search. 

Here’s what was different: During the time period in question, the company ran Facebook ad campaigns targeting higher-funnel audiences corresponding to people who have the same interests and demographics as their buyer persona. The audience size was approximately 20 million people.

The Facebook ads generated clicks and conversions as you would expect from any pay-per-click advertising campaign.

But I believe the campaigns had an additional halo effect of creating a strong brand bias among the people who clicked through to the site, which profoundly impacted the Remarketing lists for search ads campaigns, since they only target people who have previously visited your site.

Marketers now have a lot more avenues to target potential customers. At the forefront of that is social media. And if we’re talking about the highest-quality leads, LinkedIn is the clear winner. It’s a bit shocking, I know. You expect a giant like Facebook to be leading the pack. Not in this case. More than 80% of B2B leads sourced from social media come from LinkedIn.

Google text ads are highly competitive. Check out this infographic for tips (with supporting data) to help you get better ROI on your expanded text ads.

Facebook is the social network marketers most use for advertising - and the one marketers are most bullish about. See where else and how much marketers are spending social media ad budgets.

Why use LinkedIn ads to find new prospects & nurture leads? Get a 2017 compehensive guide for B2B marketers to increase your chance of success on LinkedIn.

Facebook and Twitter are both betting big on video in 2017. Yet, their video ad completion rates and engagement rates are miles apart. See the results!

Top-of-funnel content: Facebook, since it’s a very efficient way to build an audience.

Gated lead-gen and bottom-funnel content: LinkedIn. When the payoff is bigger, the targeting and context make up for the price tag.

Here are 21 Facebook ad secrets revealed by some of the best in the business, including SumoMe, HubSpot, and Marketo.

"A curious thing has happened as companies’ ability to reach users organically on social media has tanked: the power of social media to influence buying decisions has surged. In one of the most comprehensive studies to date, McKinsey recently surveyed 20,000 consumers in Europe and found that social recommendations are behind more than a quarter of all purchases made. This is well above the 10 to 15 percent that’s been estimated in earlier research. And in the majority of cases, the McKinsey report found, these social updates had a direct impact on buying decisions.

For companies, this presents a thorny challenge. Social media has never been more influential, but getting updates in front of users has never been more challenging. To shun Facebook and other networks altogether is to ignore the more than 2 billion users around the globe who rely on social media for news and updates. But to embrace them requires jumping over ever-higher hurdles in the hopes of connecting with customers.

But there are some viable solutions. Not surprisingly, paying for social media ads is a big part of the equation—just as Facebook, for one, has intended. There’s more to the story than bowing to the social network’s business model, though. Some of the most innovative companies are increasingly taking a three-pronged approach—blending paid social media ads with strategies that tap customers and even their own employees to spread content further and more effectively than before."

Facebook In Stream Video Ads: Advertisers now have access to In-Stream advertisements that serve ads within Live or previously live content (more information here). For publishers, this is an opportunity to monetize highly consumed video content. For Facebook, this increases the amount of ad inventory they have within newsfeed, a problem they addressed last year. For advertisers, this update will lay the foundation for stronger video performance on social due to the more traditional placement of the ads before or during content.

Instagram Story Ads: Ads are being introduced in this area of Instagram to take advantage of the 150 million users who consume Story content every day. These ads will look very similar to those on Snapchat, they will appear between user content and will be focused on generating reach. Compared to SnapAds though, these ads will benefit from Facebook’s targeting capabilities and troves of user data. Initial rollout will be limited to a handful of brands at launch, with a global rollout coming in the next few weeks.

Absolutely everything there is to know about Facebook ads and how to completely master it to get killer results. Get all the information, tips, hacks and insights in one place.

Learn all the best practices of Facebook advertising: How to use the different tools, which ad types and campaign objectives to use. Get to know all the targeting methods and how to use each of them. Find out how to correctly track the results, and discover which metrics really matters.

"1. Capitalize on reduced advertising costs
2. Refresh your creative and copy
3. Test a new platform
4. Update your audiences
5. Stoke repurchase rates
6. Audit your tracking
7. Document the highs and lows of Q4
8. Build your 2017 road map"

Most B2B CMOs in the US are struggling to show the impact of social

Google Analytics tells one part of your ad’s story, and social media dashboards tell another. How do you get them all together to paint one holistic and simple picture for yourself and your team? One solution is to create a live paid social campaign dashboard.

A dashboard provides a broad view of your ads’ key performance indicators. It’s also something digestible to share with stakeholders at a glance without having to bog them down with Excel data — or complicated reports from GA and social platforms they might not even have access to.

Rather than focusing on one channel, the dashboard above is tracking snapshots of KPIs in an at-a-glance format across all paid campaigns, illustrating how they compare to each other and which is performing best.