The Google Adwords platform has grown tremendously in sophistication. Are you keeping up? 

Glenn Schmelzle, Founder and VP of Lead Generation for Marketing What's New, is laser focused on helping B2B companies get the most out of Google Adwords. He sees marketers make the same mistakes over and over, and one of those is a lack of focus on content. By not creating quality content both in your ad itself and on your website, even the most thoughtful execution of an Adwords campaign will fall flat.  He also encourages marketers to plan their content along the funnel, and consider where their ad falls along the buyers journey in order to inform content and calls-to-action.

By applying AI, Google continues to make significant changes to which advertising campaigns are accepted, how ads appear, who they appear for, and what the ad says. During the episode, Glenn fills us in on how the platform has evolved and big changes that are afoot for 2022. Some of these changes have introduced more complexity for the marketer, but also better performing ads through context and relevancy. 

Glenn is the podcast host of The Funnel Reboot, a show that shares strategies from leading marketers. 

For show links and more, visit the Content Marketing, Engineered podcast blog

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