Your top B2B YouTube ads questions – answered
YouTube isn’t just for B2C. Here's how B2B brands can use video ads to build trust and move buyers through complex sales cycles.
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Pauline Jakober's latest articles
Google Ad Grants changes and your PPC strategy: Where to go from here
Is your nonprofit organization involved with the Google Ad Grants Program? Contributor Pauline Jakober shows how you can benefit from the recent ad changes with a few creative tips and workarounds.
How your website redesign can sabotage your paid search efforts
Relaunching a website can be very exciting for a business, but columnist Pauline Jakober warns that without careful planning, a redesign can damage your PPC program.
Beat high-cost paid search clicks by sweating the details
Paid search can be difficult in competitive industries where CPCs are higher than average, but columnist Pauline Jakober believes it's still possible to succeed with the right tactics.
5 common mistakes made by B2B paid search novices
Looking to incorporate paid search into your B2B marketing mix? Columnist Pauline Jakober provides some advice for starting off on the right foot.
4 reasons your PPC programs can fail
Are you your own greatest obstacle to paid search success? Columnist Pauline Jakober explains four ways you may be inadvertently setting your PPC campaigns up for failure.
Why the Google Search Network isn’t working for your B2B business
Many B2B organizations feel that PPC doesn't work for them, and some are right. But columnist Pauline Jakober urges these businesses to explore a few ideas before giving up on their paid search program.
What happens when Google pushes into branding and messaging?
As Google elbows its way further into PPC branding, columnist Pauline Jakober discusses the drawbacks of automating tasks that impact messaging and branding.
Dos and don’ts of PPC advertising for universities
For those in the higher education vertical, columnist Pauline Jakober provides tips for making the most of your paid search campaigns.
PPC buyer beware: 3 seedy tactics agencies or consultants use to scare you into services
Wondering if an email or phone call from a PPC agency is legit? Columnist Pauline Jakober shares some tips for weeding out the scammers.
Why all search ads seem the same (and what you can do about it)
Want to create search ads that stand out from the crowd? Columnist Pauline Jakober explains how a thorough examination of your business and its customers can help you create original and engaging ads.
3 mysterious and scary ways AdWords budget creep can happen to you
Are you feeling spooked by a mysterious rise in ad spend? Columnist Pauline Jakober takes a look at what you can do in AdWords to solve the mystery.
Updating your SEM toolbox with new, shiny tools –- SMX East 2016
Ask any PPC professional the secret of their success, and they'll often point to tools that help them do their jobs better. Columnist Pauline Jakober recaps a session at SMX East where the best of these tools were discussed.
8 dos and don’ts of successful video advertising
Looking to get started with online video advertising? Columnist Pauline Jakober offers some suggestions for what to do (and what not to do) in your video campaigns.
So we have 45 more characters in AdWords text ads… Now what?
Expanded text ads recently went live in AdWords, so what's the next step? Columnist Pauline Jakober explains how to strategically expand on your existing text ads when making the transition.
3 common mistakes made in do-it-yourself PPC
Trying to manage your business's paid search advertising on your own? Columnist Pauline Jakober outlines some common pitfalls to avoid.
12 things successful PPC managers do in the morning
How can you ensure success for your PPC campaigns? Columnist Pauline Jakober believes it's all about learning good habits and describes her agency's daily morning routine.
PPC skeptics: Are you one of these 6 types?
You may have your reasons for being unsure about paid search advertising, but columnist Pauline Jakober hopes to rid you of your skepticism.
The Ultimate AdWords Extension Quiz
Think you're a pro when it comes to AdWords Extensions? Prove it! This 20-question quiz by columnist Pauline Jakober will put your knowledge to the test.
5 dos and don’ts of managing a new international PPC account
Never managed an international PPC account before? Columnist Pauline Jakober provides tips and advice on how to handle this new challenge.
Show Me The Money: Following The PPC Keywords That Make Dollars & Sense
Structuring campaigns based on personas is can effective, but what happens when keyword overlap dilutes your messaging? Columnist Pauline Jakober shares a case study showing how thoughtful reorganization based on money-making keywords can have a huge impact on revenue.
PPC Blunders: Downright Dirty, Inexperienced Or Overwhelmed?
Have you ever inherited a PPC account so poorly managed it made you scratch your head in confusion? Columnist Pauline Jakober shares her stories and tries to guess the underlying motive.
3 PPC Trends And Tactics You Can’t Ignore In 2016
Columnist Pauline Jakober discusses what she believes will be big in paid search in 2016, with a look back at some of this past year's biggest developments.