Paid Search, otherwise known as search engine marketing, is a fantastic tool for B2B marketers. Why?

Most paid search professionals will tell you that paid search is strictly for the middle and bottom of the funnel - audiences that already KNOW that they are interested in a product like yours, or at least know they have a problem that needs solving.

Earlier this year, Google announced that Average Position, one of the oldest and most-loved data points for Google advertisers would be removed. As someone who uses Average Position every day to optimize campaigns, I was concerned regarding how I would manage campaigns for my clients, especially those that value always being on top.

Obviously, the goal for your most relevant and profitable campaigns is 100% impression share. We want our highest-performing ads in front of our best audience as often as possible, right?