If you have worked in the digital marketing world, you’re familiar with B2B and B2C business types. But you might not be familiar with B2B and B2C marketing strategies. Most of the time, B2B (also known as business-to-business) marketing focuses on logical process-driven purchasing decisions, while B2C (also known as business-to-consumer) marketing focuses on emotion-driven purchasing decisions. This isn’t always cut and dry—of course, sometimes there is overlap—but these differences between B2B and B2C search…

WordStream has some impressive employees in our ranks: from industry influencers to marathon runners, from analysts to authors. The Employee Spotlight series aims to highlight the talented individuals who work here. Each month, we’ll be featuring an interview here on the blog and on our social accounts. For this month’s Employee Spotlight, we talked with Haile Xiao. Originally from Houston, Texas, Haile moved to Boston for the technology job market and stuck around because he…

Google Marketing Live was a smash this year—and it wasn’t just because Katy Perry was in the house. In addition to doubling down on last year’s themes of trust, transparency, privacy, and machine learning, Google also used its Ads Innovation Keynote to introduce a ton of exciting new product features and announcements. From Gallery Ads, which allow advertisers to combine compelling images and copy to serve interactive visual ads on the search network, to the bumper machine,…