While search engine optimization is still one of the most important disciplines to master, pay-per-click advertising is equally essential as a skill.
No matter if a brand is looking to attract B2B or B2C prospects, PPC is one of the most effective means of achieving this goal. That said, there is a vast chasm that separates the tactics employed for optimizing each type of campaign.
Understanding these differences, as well as the necessary PPC audience targeting strategies, is what will enable sellers to reach the right consumers.