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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 4

Using Paid Online Media in the B2B Marketplace

Paid online media is essential in your online marketing strategy. Properly deployed, it can grow your brand, establish trust and credibility, bring Internet searchers to your website, convert your website visitors to leads, turn leads into customers, and, ultimately, help keep customers happy. It is important to understand how and when to use the various channels for online paid media to maximize your results and convey the appropriate message to your audience.

Chapter Contents

  • Search Engine Marketing
  • B2B Strategies for Paid Search
  • Display Advertising for B2B
  • Social Media Advertising

Search Engine Marketing

What is paid search? Paid search, also called pay-per-click (PPC) or search engine ...

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