Channel99 has launched Paid Search Optimization, a new capability designed to help B2B marketers improve the financial efficiency and accountability of their paid search investments.
Paid search is often the single largest line item in the B2B marketing budget (estoimated at 40% of budget), yet optimization is still driven by surface-level metrics such as clicks, impressions, and cost per click (CPC).
Channel99’s new Paid Search Optimization shifts the conversation from media efficiency to business impact, enabling marketers and finance leaders to understand the true costs of engaging target accounts, rather than merely generating traffic.
Channel99’s Golec
Chris Golec, Founder and CEO of Channel99, said the new offering come as CFOs don’t want more dashboards— they want clarity and action.
“Understanding the cost to engage a target account changes the entire paid search conversation,” said Golec in a statement. “With Channel99, marketing teams can finally connect keywords and ad groups to real business impacts, opening the door to trusted, optimized spend.”
Cost Per Target Account Engaged
Channel99 officials said the new offering redefines optimization by connecting paid search performance directly to account-level engagement, allowing teams to understand how budget translates into meaningful interactions with their ideal customers.
With Channel99, B2B marketers can understand which Ad Groups and Keywords engage target accounts; measure CFO-friendly ROI using cost-to-engage metrics; Identify waste and reallocate budget using AI; and Score and rank Keywords and Ad Groups for any target audience
Automatically score and rank paid search investments based on their ability to engage high-value B2B audiences, influence pipeline, and drive revenue outcomes.
Previous Social Media Integration
At the end of last year. Channel99 introduced functionality that leverages its industry leading account identification to create high performing B2B audiences with AI based recommendations for activation across multiple channels.
Easy-to-use rules enable customers to create target account lists for top-of-funnel programs connecting brand investments to lead generation initiatives, middle-of-funnel for pipeline acceleration with buyer groups, and bottom-of-funnel to laser target the key people that influence deals.
In addition to aggregating account engagement and interests based on website activity, Channel99 also includes signals from high-value intent destinations, including G2 and LinkedIn. In September of this year, the company announced an integration with LinkedIn where Channel99 measures the view-through attribution from organic and paid social programs and maps it all the way through to pipeline impact.
Powered by AI
A variety of activations are now live and include LinkedIn, Google, Microsoft, Facebook, YouTube and Audyence, with others planned for G2, TechTarget, The TradeDesk, NetLine, StackAdapt and Reddit.
“I’m excited that Channel99 customers can now leverage our best-in-class account identification to create high-performing audiences that grow and accelerate pipeline,” said Golec. “Leveraging AI to recommend which channels make the most sense for a particular audience and desired outcome eliminates a lot of the financial inefficiency that exists in B2B today.”
