PPC
Search Engine Land is your source for PPC news, trends and content. You’ll find a range of up-to-date and authoritative resources to help you work smarter and make better decisions.
What is PPC?
Pay-per-click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. This fundamental concept is crucial to understanding the world of online advertising.
For an effective strategy, it’s important to understand how PPC and SEO can work together to improve your overall marketing efforts.
Our coverage
We provide the latest news in the PPC industry, keeping you informed about changes, updates, and emerging trends that can impact your campaigns. For example, leveraging AI-driven search advertising can be a game-changer for campaign success. You can also explore the best practices in paid search strategy to refine your campaigns.
Check out our recent articles on topics like making display campaigns profitable and managing paid media budget allocation.
Our content spans from beginner-friendly introductions to advanced strategies, ensuring we cater to all levels of PPC expertise.
Expert insights
What you read here is written by our experienced in-house team and subject matter experts from leading brands and agencies. This diverse group of contributors ensures you get well-rounded, expert perspectives on PPC topics. Explore our latest job opportunities in search marketing if you’re looking to take your career to the next level.
Our experts cover a wide range of subjects, from PPC competitor analysis to winning video advertising creative.
We pride ourselves on providing authoritative information to guide your PPC decisions and strategy.
Practical tips and strategies
Our content includes tactic-rich tutorials designed to help you work smarter and make better decisions in your PPC efforts. Whether you’re looking to optimize your campaigns or explore new strategies, you’ll find valuable guidance here.
For example, our Google Analytics 4 guide for PPC dives deep into how data can drive better campaign performance.
We dive deep into important issues like the high cost of PPC efficiency and provide insights on ad platform updates for B2B in 2024.
Data-driven decision making
We offer the latest data to support your PPC initiatives. Our content is designed to provide you with the information you need to make informed choices and improve your campaign performance. Leveraging Google Analytics 4 will help you navigate the evolving landscape of PPC measurement and optimization.
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Dig deeper into PPC:
Microsoft’s Copilot adds Showroom ads and Dynamic filters
Microsoft's Copilot is introducing interactive formats that promise enhanced user engagement and personalization.
Image assets in Google Ads: Everything you need to know
Learn all about Google Ads' image assets for search campaigns, which helps advertisers boost CTRs and stand out with responsive search ads.
Top AI tools and tactics you should be using in PPC
Embrace the future of PPC with these 15 AI-powered tools and tactics. Enhance your strategy, save time, and drive better ad results.
12 essential paid search tips for newbies
Master paid search with essential tips to question assumptions, analyze data, and optimize campaigns effectively.
Google Shopping unveils AI-powered fashion and beauty features
Google's new features, including vision match and virtual try-ons, create a more interactive, personalized shopping experience for consumers.
Google is testing Creator Partnerships for YouTube Shorts ads
Google's new feature, in beta, allows advertisers to discover and promote YouTube Shorts featuring their brand, leveraging UGC.
YouTube is revamping mid-roll ad placement
YouTube's change is meant to improve viewer experience and boost creator revenue by optimizing ad breaks at natural transition points.
How to get better results from Meta ads with vertical video formats
Tactics for using 9:16 Reels and 4:5 in-feed video ads, optimizing safe zones, and using creative variations to drive better engagement.
Google VP of Ads bets on AI to transform ads into tailored consumer journeys
Google outlines how AI is transforming advertising as they enable more personalized content delivery across YouTube and AI-powered Search.
Google expands Vehicle ads to include RVs and campers
Google expanded Vehicle ads to include RVs and campers, allowing dealerships to reach potential buyers through targeted search listings.
Google Merchant Center renames Conversion Settings as Key Event Setup
Google Merchant Center replacing Conversion settings with Key event setup puts it in alignment with Google Analytics 4's framework.
How to craft search ads that stand out
Most search ads blend in – yours shouldn’t. Create campaigns that speak to your audience, boost clicks, and deliver better conversions.
Google Ads stop running for some advertisers
Starting March 1, some advertisers reported that their Google Ads were not serving. The issue was resolved March 3.
How BigQuery ML unlocks better targeting, bidding, ROI in Google Ads
Hidden in your Google Ads data is the key to better ROI. BigQuery ML reveals patterns, predicts success, and helps you spend smarter.
Google Ads run different auctions for each ad location
An update was made to the Google document on how the Google Ads auction works.
Google Ads API v19 just released with new features
Version 19 adds new access and controls to software developers and those who integrate with the API.
Survey: 42% of people say Google Search is becoming less useful
More than half of respondents also said they rely on their community for information rather than Google or other search engines.
Google Ads brand settings: What you need to know about inclusion & exclusion
Want to fine-tune your Google Ads targeting? Learn how brand inclusion and exclusion can help you control which searches trigger your ads.
5 LinkedIn Ads mistakes that could be hurting your campaigns
Are your LinkedIn Ads underperforming? You might be making these errors. Fix your targeting, ad formats, and measurement for better ROI.
Google Local Service Ads now uses your booking links from Business Profiles
Make sure you opt out, if you do not want to pay for booking link leads - because Google has opted you in.
PPC budgeting in 2025: When to adjust, scale, and optimize with data
Balance automation and control in PPC budgeting. Learn when to scale, adjust, and optimize your ad spend for maximum ROI in 2025.
X launches AI-powered tools that create ads, analyze campaigns
X integrates Grok into ads to help advertisers generate ads and get real-time campaign performance insights.
MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
Top 4 PPC mistakes and how to fix them
Avoid these common PPC pitfalls that drain your budget and learn how to optimize your campaigns for maximum ROI.
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.
Google faces EU charges over search bias
The EU's charges against Google for search bias under the DMA could reshape online competition, impacting the future of search marketing.
Google Ads to remove parked domain placements by default
Google will automatically opt out all advertiser accounts from showing ads on parked domains starting March 19 reversing its previous default opt-in approach.
Is AI making PPC marketers better or worse?
Have you switched to the new PPC mindset? PPC experts discuss when AI should be used but also when human intervention is still needed.
9 essential geotargeting tactics for Google Ads
Here’s how to move beyond basic location settings and implement advanced targeting for smarter Google Ads campaigns.
Google gives Responsive Search Ads more flexibility
Google's update enhances ad flexibility, optimizing asset combinations dynamically to improve engagement, relevance, and performance.
LinkedIn launches two tools to enhance marketing attribution
LinkedIn's new Conversions API and Revenue Attribution Report can help give marketers deeper insights and improved attribution accuracy.
Google just lifted its 2019 ban on fingerprinting for advertisers
Google's decision to allow fingerprinting gives advertisers powerful cross-device tracking capabilities but raises privacy concerns.
How to use keyword insertion for more effective Google Ads
Learn all about Google Ads' keyword insertion feature, which dynamically includes search terms in ad copy to boost relevance and clicks.
Google image AI model can now generate humans for ads
Google's latest advertising update introduces AI-powered human image generation through Imagen 3 technology, with specific demographic features.
4 ways to optimize Performance Max campaigns
Maximize your Performance Max campaigns with Adthena’s insights to gain full visibility, cut wasted spend, and boost ROI.
Google Ads tests ‘Advanced Plans’ feature for budget optimization
Google's 'Advanced Plans' feature, in its Reach Planner tool, automatically suggests optimal ad type combinations and budget allocations.
Google Display & Video 360 API gets major update
Google launched the beta version of DV360 API v4 alongside new v3 features, including mandatory optimization objectives.
How to find your next PPC agency: 12 top tips
Most PPC agencies talk a good game – but can they prove it? Discover the critical questions to ask before signing a contract.
How to prevent PPC from cannibalizing your SEO efforts
Stop wasting ad spend on traffic you could get for free. Learn how PPC cannibalization affects your SEO performance – and how to fix it.
Google tackles key Performance Max concerns in FAQ
Google released a detailed FAQ addressing advertisers' top concerns about PMax, including transparency, lead quality, and campaign optimization.