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In the ever-evolving world of digital advertising, B2B companies are constantly seeking the most effective strategies to generate leads and drive sales. A recent case study conducted by WebStrategies Inc. sheds light on the performance of Google's Performance Max (PMAX) campaigns compared to traditional Search and Display campaigns for two B2B clients. Let's dive into the findings and explore what they mean for your advertising strategy.

At this point, you've already experienced some digital marketing success and failure at your credit union. But, with all the hype around digital marketing, it's probably surprising when most campaigns fail to live up to expectations.

Social media and search platforms are changing the advertising game. In 2016, one-third of all advertising spend will go towards digital channels, and with over 80% of all digital marketing dollars going towards display ads and search advertising, understanding the proper metrics to execute an effective online advertising campaign is critical.

There are certain digital marketing tactics that are ideal for generating quick, website traffic growth in the short-term, and certain tactics that will allow you to achieve more sustained, long-term results. Depending on your goals, both short-term and long-term digital marketing tactics can play a valuable role in your larger digital strategy. Below we discuss the advantages of each, as well as how they can be beneficial in developing your overall marketing strategy.

Metrics Drive Decisions

By now, most established businesses have experienced some digital marketing success and failure. Given all the hype around digital marketing, it comes as a surprise when most campaigns fail to live up to expectations.

Are you concerned your marketing strategy is stuck in the past? In a recent survey, over a quarter of marketers said keeping up to date with the latest marketing technology and trends was one of their most pressing business challenges. Do you fall into that bucket?

The biggest challenge facing brands online is the ability to stand out from the crowd. Put simply, it’s become a very crowded and very competitive space. Winning online today is less about being the most technical savvy and more about understanding your customer journey. To maximize your chance for success in 2015, consider these five important trends.

The holidays are right around the corner and if you haven’t already done so now is the time to plan for PPC success.

Author note: the article below was originally published on WorkItRichmond.com, a subsidiary of the Richmond Times Dispatch. I’m reposting my article on this blog with the intention of adding to the piece over time.