Here's an interesting new chart from Marketing Sherpa.  Researchers consulted close to a thousand marketers to find out how they were utilizing pay-per-click tactics (PPC tactics) in their B2B efforts.  And here is a look at what they learned:

Jen Doyle, Marketing Sherpa's Senior Research Analyst, adds:

In general, the more effective PPC tactics -- indicated by the positioning of the spheres along the Y axis -- are also the most commonly used tactics, as indicated by the sphere size.

The one exception is the creation of highly targeted ad groups. Creating these ad groups can have a positive impact on PPC campaigns in a number of areas, including improved clickthrough and conversion rates and improved quality scores.

Read more here.