In a previous post we covered why and how many traditional B2B organisations were making the transition to B2C / Direct 2 Consumer models in 2021. Given this trend it's worth having a look at what the paid search environment looks like for B2B operations this year.
Google surprised many marketers with changes in 2020 with updated search query reports and new audience targeting which has resulted in many B2B advertisers having to test and invest in different campaign types besides the traditional search and display campaigns.
This article from Search Engine Watch takes a look at new campaign types, new automation features and tools.
Take a look at the paid search forecast here