What we’ve learned from scaling dozens of b2b companies

If you’re thinking about spending money to get unique photography for B2B ads, the answer is no. Hear me out…

You might think that users will want to see your app in action when looking at an ad. But, that might not actually be true. Do app screenshots hurt your ad performance?

Data can be powerful. But only if it’s done correctly. Here’s why…

How do you get Facebook ads to drive qualified leads? You have to take advantage of FB’s AI. Here’s why…

We all know that branded search is vital for B2B companies. But, why is this so important? Because you want to make sure that if someone looks up your name or something that sounds like your name, they can find you.

Branded searches are vital for companies. You need to be bidding on your branded search terms. Here’s why…

The most significant difference between B2B and B2C paid searches is qualification. But, how exactly are they different?

Recently, Facebook announced that they would be creating an ad limit. Currently, businesses can run however many ads they want. After the limit takes effect, however, businesses will only be able to run a few ads at a time.

A/B testing is outdated. Marketers have been using it for decades, but the internet has changed so much that it is rarely effective anymore. Here’s why…

Generally, it’s not the best practice in B2B to automate your Facebook ads with 3rd party tools. Here’s why I think that way.

SEO can be tricky and time-consuming. But search ranking is extremely important. How can paid search help your overall SEO strategy?

Some B2B companies just want to be on social media. They don't believe paid search is worth it. Here's what I'd say...

Paid search ads are useful for all search advertising. But they're especially useful for B2B search. There are 3 types of ads that are most effective.

When creating a B2B paid search ad, you need to include negative keywords. These are keywords that prevent your ad from showing up. With negative keywords, you can exclude unqualified clickers. B2B searches focus on finding qualified and legitimate leads.

Over the summer, Facebook removed text restrictions on ads. Before, only twenty percent of the ad could be taken up by text. Now, there is no limit. This change has significantly helped B2B advertisers. In B2B ads, the focus is on the visual headline and text.

In my last post, I talked about paid ads and B2B search. Specifically, the 3 types of ads that work well for B2B. Here's the flip side: what doesn't work? What works or not really depends on your backend setup. Some things obviously don't work.

Buyers look to other customers to decide what to do. Is this “social proof” necessary for ads? Here’s why it’s useful.

Sometimes Facebook or Google works for a B2B client and sometimes it doesn't. But what's the difference between when it works and when it doesn't? How could we codify that difference? That's how we landed on what makes someone a good Right Percent Client…

COVID-19 significantly disrupted every industry. However, the effect it had on advertising was short-lived. In the beginning, ads were a balm for customers’ uncertainty. People were looking for comfort and consolation during a difficult time…

Qualifying searchers involves a few different factors. Your Search Engine Marketing and ad title need to work together. Why are both these components important?

B2B ads have to be professional. Right? Or, is there space to be creative and entertain? My answer: B2B ads have to be on-brand. I wouldn't necessarily say "professional.” Your ads have to mesh with what the client wants people to think about their brand.

What are terms of art? I don’t mean terms like “Renaissance” or “watercolor.” Here’s what you need to know about this key B2B tool. The trick to B2B paid search is: how do you pick keywords that signal the clicker’s quality? Lots of people will click on your B2B search terms, but they’re not all qualified for your product.

How do you budget when starting from scratch with paid ads? Giving yourself a chance to see results is key. Here’s what we recommend to our clients.