The landscape for PPC measurement is shifting due to declining third-party cookie effectiveness, evolving privacy regulations, and changes in ad platforms.

While perfect measurement won’t be achievable, advertisers can gain a competitive advantage with the right strategy, according to Search Engine Land contributor Laura Schiele.

Read 5 PPC measurement initiatives to set yourself up for 2025 success, where Schiele details the strategies advertisers should focus on to position their campaigns for growth.

Anu Adegbola,
Paid Media Editor

PPC

5 PPC measurement initiatives to set yourself up for 2025 success

Prepare for paid media challenges with steps to enhance compliance, optimize first-party data, and adopt cutting-edge tracking solutions.

SEO

Google December 2024 core update rollout is now complete

This update took 6 days to roll out and was a typical Google core update.

PPC

Google experiments with double ad placements for same advertiser

The controversial Google Ads configuration shows two ads from the same advertiser in search results, raising policy violation concerns.

Search Engine Land playbook

13 data plays for SEO and PPC experts

Download this strategic guide from Search Engine Land and Traject Data to discover how to harness data from Google, Amazon, and Walmart to optimize ad performance.

SEO

Bing Image Creator is now directly in Bing search and faster

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SEO

Bing Search gets faster, more accurate and efficient through SLM models and TensorRT-LLM

Bing's search team said it "trained SLM models (~100x throughput improvement over LLM), which process and understand search queries more precisely."

SEO

YouTube SEO fundamentals: What you need to know

YouTube says it's about the viewers, not algorithms. Uncover how to reconcile this with practical SEO tactics to grow your channel in 2025.

SEO

Google AI Overviews: Everything you need to know

Google AI Overviews now dominate the SERPs. Learn strategies to adapt, rank, and thrive with AI-focused, intent-driven content optimization.

First-party data

Discover the power of first-party data

Navigating today’s complex advertising landscape requires a privacy-first approach. That’s why MarTech and OneTrust teamed up to create this must-read white paper for marketers.

PPC

The future of paid search: 3 predictions for Google Ads in 2025

Get ahead of Google Ads trends with these bold predictions for 2025, from AI-driven campaigns to shifting client strategies.

SEO

Top 5 takeaways from the 2024 Web Almanac SEO Chapter

Discover key learnings from a deep dive into web – including robots.txt files, robots directives, canonical use, dynamic rendering, and more.

On-demand online training

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Unlock the complete SMX Next season, featuring actionable sessions, invaluable Q&A, powerful keynote conversations, product demos, and more — all available on-demand. Train at your own pace, and equip yourselves with the knowledge and skills to succeed in 2025 and beyond.

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