2020 was a tough year for many industries, but for the B2B industry, demand remained strong. Paid search budgets increased in many cases, as B2B companies invested more in digital marketing. The end of Q1 hurt performance, but things started to normalize in Q2, and we observed the usual seasonality the rest of the year.
In addition to the pandemic, Google also surprised us with a few changes – an updated search query report, new ad extensions, and new audience targeting, to name a few. All such changes forced advertisers to adjust their SEM strategies and tactics in order to maintain or increase their ROI.
