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:
Google expands Demand Gen ad tools ahead of Video Action Campaigns sunset
Google's Demand Gen will soon get new channel controls, creative enhancements, and retail-specific features.
Search ad spending surged in Q4 2024, with retail media leading: report
Retail media was the standout performer with 23% year-over-year growth, with continued TikTok rise and changes in traditional channels.
Exact match keywords in Google Ads: Everything you need to know
Get up to speed on Google Ads exact match keywords – their evolution, best practices, and how to use negative keywords for smarter targeting.
Google opens Meridian, its marketing measurement tool, to all users
Google's marketing mix model, Meridian, promises to help advertisers better measure their marketing impact across channels.
Google reverses stance on Performance Max campaign controls
PMax campaigns can now be controlled through API placement exclusions, contradicting months of Google's documentation that claimed otherwise.
Microsoft Performance Max testing LinkedIn targeting, measurement tools
Microsoft is piloting Performance Max with advanced targeting, measurement tools, and LinkedIn integration.
YouTube testing cost-per-hour masthead
Brands can purchase specific hours leading up to major product launches, time-sensitive announcements, and other moments.
Top Google Ads recommendations you should always ignore, use, or evaluate
Not all Google Ads recommendations are created equal. Learn which to trust, evaluate, or dismiss to enhance your account performance.
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.
Meta launches ads on Threads
Meta has begun testing Threads ads, giving advertisers a new way to reach 300 million monthly active users by extending existing campaigns.
How to make search and PMax campaigns complement each other
Running Search & PMax campaigns can lead to overlapping issues. Discover the pitfalls to avoid and how to achieve success.
5 key PPC areas to prioritize in 2025
Practical insights to refresh your PPC approach for the new year, from cleaning up your accounts and upskilling strategically.
Google Analytics 4 rolls out cross-property report copying
Google Analytics 4's new cross-property report copying feature streamlines configuration management, saves time, and enhances consistency.
Google expands Performance Max asset/search term reporting capabilities
Google's PMax updates offer enhanced search reporting, asset group reporting as well as more exclusion and advanced targeting capabilities.
Google’s Vidhya Srinivasan to lead Ads & Commerce teams
Vidhya Srinivasan aims to drive the integration of AI innovations into Google’s shopping and payments ecosystem.
Google sunsets Maximum CPV strategy for Video View campaigns
Google's shift from Maximum CPV to Target CPV in Video View Campaigns allows for better control over cost targets of video campaigns.
5 ways to get the most from Performance Max in 2025
Find out how to align your advertising goals with Performance Max’s advanced features in 2025 for seamless, scalable campaigns.
Google Search ad spend climbs 10% YoY, despite AI disruptions: report
Meanwhile, click growth remained steady and cost per click (CPC) increased, according to the latest Tinuiti report.
How to use Lookalike segments in Google Ads
Leverage Lookalike segments in Google Ads Demand Gen campaigns to expand your reach and connect with customers who resemble your existing audience.
Google Ads revealing low-volume search terms as ‘Private’
Google Ads now displays private search terms in Performance Max campaigns, offering insights into low-volume queries.
Make 2025 the year your video creative shines
Join this webinar to learn how Connected TV blends high-impact video with digital targeting to elevate your advertising.
New Google Ads feature spotted: Asset history
Google Ads' new "Used since" column for assets gives advertisers historical context by revealing exactly when creative elements were implemented.
Want to speak at SMX Advanced in-person? Now’s the time to submit your most advanced session ideas.
Be a part of SMX Advanced’s exciting return to in-person this June at the Westin Boston Seaport. Here’s how to submit a compelling session proposal.
How to optimize PPC forms and follow-ups for lead gen in 2025
From personalized follow-ups to streamlined forms, learn tips to create seamless PPC user journeys that convert clicks into quality leads.
Google Ads Search Max – new match type spotted
The new feature combines Search Term Matching and Text & URL Optimization to increase reach and drive higher conversions.
Google introduces ‘Source’ column in Performance Max search terms insights
Google's new PMax "Source" column gives advertisers some transparency into why ads are triggered, empowering better campaign optimization.
TikTok restores service in the U.S., credits Trump for reprieve
TikTok’s brief U.S. shutdown and legal uncertainties signal a wake-up call for advertisers to diversify strategies and navigate risks.
How to combine Google Ads and LinkedIn Ads for comprehensive B2B campaigns
Learn practical tactics to maximize your B2B ad spend by integrating LinkedIn and Google Ads campaigns effectively.
Google Ads phishing scams target ad buyers
Phishing scams targeting Google Ads accounts are draining ad budgets, disrupting campaigns, and exposing advertisers to reputational risks.
Supreme Court upholds TikTok divestment order: What you need to know
TikTok to be banned for 170 million U.S. users, disrupting campaigns and forcing brands to pivot organic and paid strategies.
4 practical ways to use generative AI for ad copywriting
From sparking ideas to refining content, learn to integrate generative AI into your PPC ad copy process without sacrificing quality.
TikTok advertising: A comprehensive guide
Step up your advertising game with insights on TikTok’s unique ad formats and best practices for connecting with its vibrant community.
PPC diagnostics: How to find and fix the root cause of low conversions
Uncover and fix 10 common causes of declining conversions, from budget limitations and weak landing pages to market and economic shifts.
2025 metrics that matter: How to future-proof your marketing
Learn 2025’s key metrics, trends, and strategies to future-proof your business and boost performance by up to 50%.
Your PPC guide to effective product category research
In-depth product category research helps you target the right audience, optimize keywords, and boost ROI. Here’s how to do it the right way.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
WhatsApp in Google Ads: Everything you need to know about Message Assets in 3 minutes
All there is to know about Google's feature enabling potential customers to initiate WhatsApp conversations directly from ads.
Why over-bidding on your brand could be hurting your bottom line
Uncover the truth about Google’s brand bidding recommendations. Optimize your paid and organic search efforts without losing revenue.
Optimize your PPC campaigns with AI
Discover how to create an AI feedback loop that enhances your PPC campaigns by using real-time data to drive smarter decisions.
Elon Musk eyes TikTok as Supreme Court decision nears
A TikTok acquisition by Elon Musk would create opportunities and risks for advertisers, as well as price concerns after his X track record.