Diversity, equity, and inclusion: These three words are everywhere—in job postings, company websites, employee handbooks, and more. And while they may be written down, they’re often overlooked or, worse, forgotten.

Furthering its ever-increasing bid for automation and ease, Google unveiled a new advertising beta this past spring that, in essence, combines all previous automated betas into one. The new campaign type is called Performance Max, and has elements of its predecessors, Smart Campaigns and Discovery, but is the first of its kind to also include Google’s marquee function—Search.

It can be easy to get off course when you’re marketing with your head down. That said, if someone touts something as a trend, it doesn’t mean you should let it guide your strategy. Many of the most innovative ideas—from marketing or messaging to fashion or food—are born in the absence of trends.

We’re delighted to announce that our partnership with Google continues to grow and we’ve joined Google’s International Growth Program as the only Canadian lead gen agency.

The first concern of any B2B marketing leader is showing the impact of advertising investments and actions on revenue. But accurate, useful reporting that connects the dots between advertising investments, leads and opportunities, and revenue is easy to imagine, but notoriously hard to do. Even though creating the data infrastructure and processes to do this is a challenge, it’s worth the time and effort.

Wendy White is the Chief Marketing Officer at Egencia—the Seattle-based business travel arm of Expedia—one of the largest corporate travel management companies in the world.

In the world of PPC advertising, bidding on your branded keywords is routine. There are countless articles out there reinforcing this position from the advertising community, arguing that branded keywords: Help protect your brand positioning Generate relatively inexpensive traffic Protect against competitors if they’re bidding on your brand Offer users a better experience if things like ad extensions (sitelinks, etc) are used—features that aren’t available with organic search

Create or improve your marketing personas using SQL queries and a BI tool that bring together key data sources, and see some examples of how to create visualizations to derive insights.