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Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics. more
Marketers say Facebook/Instagram and Google are the platforms they use most for ad retargeting, according to recent research from SharpSpring Ads and Ascend2. more
Most marketers plan to increase their ad spend in 2021 on digital channels, such as social media, search, and video, and either maintain or reduce their spend on traditional channels, such as television, according to Nielsen research. more![Four Best-Practices for Responsive Search Ads [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210420-infographic-lg.jpg)
Google's responsive search ads (RSAs) enable advertisers to create multiple copy options and then let machine-learning and AI determine the best-performing combinations. How can marketers make the most of this powerful format? more
Customer trust is at an all-time low. But marketing with truth and honesty isn't only about integrity—it actually increases your company's profitability. Here's how. more![Four Tips for Better Videos Ads on LinkedIn [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210413-infographic-lg.jpg)
What does an effective video ad look like on LinkedIn? The professional social network teamed up with Digivizer to analyze more than 3,500 ads and came up with some answers. more
The death of the third-party cookie is looming, and ad tech experts interviewed here are focused on data and privacy issues for 2021, as well as multichannel and cross-format advertising. Read what they had to say. more
Social media retargeting is a valuable tactic in improving brand awareness and recognition during the buying process—and not just for consumer products, but B2B services as well. Learn more in this article. more![Which Countries Hate Online Ads the Most? [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210401-infographic-lg.jpg)
In which countries are people most interested in online ad blocking? To find out, Surfshark looked at every country’s search volume for the top ad-blocking software relative to its population of internet users. more
Nearly two-thirds of marketers say in the previous year their firm experienced some kind of digital marketing fraud, such as bots' clicking on ads or filling out lead generation forms. more
Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how. more![Audiences' Attitudes Toward Mobile Ads and Apps [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210316-infographic-lg.jpg)
The most acceptable mobile ad format are rewarded videos (i.e., users receive some sort of reward in exchange for time spent viewing), according to recent research from AdColony. more![A Quick Guide to Understanding YouTube Ads [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210304-infographic-lg.jpg)
Do you know the difference between the two types of in-stream ads on YouTube? Or how about where YouTube's bumper ads and video discovery ads appear? more
Most B2B tech and telco marketers say their firm plans to increase the number of marketing channels in its media mix in 2021 and to focus on driving efficiencies in targeting, according to recent research from WARC and Spotify. more![Six Tips for Measuring Your LinkedIn Ad Campaigns [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210223-infographic-lg.jpg)
How can you ensure you're getting a full view of your LinkedIn ad campaign performance and gaining the insights you need to make valuable optimizations? more
Now that tradeshows and events have shifted to digital, sponsorship packages look much different. But there are still ways to attract sponsors and get their brands and offers in front of event attendees. Check out these nine useful tips. more
Now that most companies are completely focused on their bottom line, extensive brand marketing can be difficult to justify. Using a contextual or native brand strategy is one way to create branded content while simultaneously measuring performance and return. more![10 Facebook Trends to Watch in 2021 [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201215-infographic-lg.jpg)
What will the Facebook focus on in the year ahead? Which current and new experiences should marketers be paying close attention to? more
Host-read podcast ads tend to be more effective in driving recall and other lift metrics, according to recent research from Nielsen. more
Marketers say they face a key measurement dilemma with programmatic advertising: Their bosses want a clear sense of how media is performing, but it's often difficult to report ROI with accuracy. more
If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them. more![The State of In-House Programmatic Advertising [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201029-infographic-lg.jpg)
Programmatic advertising has progressed dramatically over the past decade, going from an experimental tactic to common practice. more
LinkedIn is the social network that B2B marketers use most and it is also the social network that B2B marketers say delivers the most engagement, according to recent research from Sagefrog. more
B2B companies are increasingly relying on pay-per-click tactics to obtain leads. Here are six ways to ensure your company is getting the highest-quality leads from its PPC ad campaigns. more![Retargeting on LinkedIn: What B2B Marketers Need to Know [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201001-infographic-lg.jpg)
Retargeting on LinkedIn can help boost campaign efficiency for B2B advertisers, since the platform is widely used by professionals. So, how do you do it? more
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