In this talk, Susan will walk through the where Google Ads is today, and what it's evolving into.

These changes are changing the role of a paid search marketer, but in fairly predictable ways - she will review what drove these changes, what to expect next, and what our role will evolve to in the world of paid search.

B2B marketers tend to be excluded from most articles, case studies and examples.

Even when we get mentioned, our marketing efforts are bucketed as “B2B” and not industry-specific.

However, there are many sub-categories of B2B marketing (e.g., SaaS, ecommerce, education, healthcare).

After working with hundreds of B2B accounts, Andrea has found there are multiple factors that people tend to overlook or don’t even consider using because it is not “B2B” specific.

That’s a costly mistake.

This session will cover basic challenges when using Google Ads for B2B marketing, as well as more advanced obstacles.