If you want to be a successful PPC professional, you must understand the big picture beyond metrics. You must regularly discuss campaign goals with clients and adapt strategies as business objectives change.

Transparency in reporting and the involvement of all relevant stakeholders in communications are also needed to ensure alignment between PPC efforts and overall business goals.

In 5 ways to align PPC campaigns with business objectives, Search Engine Land contributor Kevin Rea shares five ways to ensure your paid search strategy stays laser-focused on primary objectives.  

Anu Adegbola
Paid Media Editor

PPC

5 ways to align PPC campaigns with business objectives

How to ensure your paid search strategy stays laser-focused on primary objectives so you can maximize your advertising performance.

PPC

Google ties in Local Services Ads advertisers to Maps app

Google is launching Local Services Ads on the iOS version of Google Maps, with no option of running LSA without having it on.

SEO

Google Search resolves indexing bug that lasted several hours

The issue affected indexing in Google Search and impacted new content published across both large and small publishers.

Analytics & conversion

The autonomous marketing revolution: Navigating the new frontier of brand engagement

Martech is transforming from human-driven tools to engines that autonomously feed on data to deliver results. Here's what that means for your business.

MarTech webinar

How brands are turning personalization into a value exchange with customers

Learn how successful brands approach personalization as a reciprocal exchange in which brands not only drive business impact but enrich the lives of their customers.

PPC

Google turns off Universal Analytics July 1: What you need to know

Universal Analytics shuts down on July 1, 2024, forcing a swift transition to Google Analytics 4 to maintain data access and measurement capabilities.

SEO

How to create shareable, link-worthy content in the AI era

Tips for earning high-quality backlinks by creating valuable content that attracts natural links from authoritative sites.

Marketing analytics

Myth vs reality: The truth about digital analytics

There’s so much marketing fluff and conflicting information out there it’s hard to know what to believe. It’s time to breakdown the biggest claims digital analytics vendors make, why they matter, and the truth about it all.

PPC

Amazon Ads in 2024: Maximizing Sponsored Brands campaigns

Learn about Amazon’s latest advertising features and expert strategies to boost your brand visibility and drive sales on the platform.

SEO

The latest jobs in search marketing

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Industry awards

Bring home the highest honor in search

Boost company morale, dazzle your clients, and attract new business. Enter the 2024 Search Engine Land Awards by July 12 to lock in Early Bird pricing. You deserve this!

Begin your application

From MarTech

• 7 barriers advertisers need to overcome to grow CTV
• How B2B marketing is becoming a strategic growth driver
• 3 ways to boost your VOC program’s value through journey management
• B2B marketing on TikTok: What you need to know
• Why the MQL model is failing B2B marketing and what to use instead