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 Ads alert: broad match auto-toggle raises concerns
Switching to conversion-based bidding in Google Ads may automatically change keywords to broad match, risking inflated ad spend and irrelevant traffic.
Google tightens ad policies to align with Search spam rules
Advertisers risk ad disapprovals if their sites violate Google’s spam policies, making search compliance critical to PPC success.
Google files its proposed remedies in DOJ’s monopoly case
Google was required to file its own remedies which include changes to browser agreements, Android contracts and more.
3 YouTube Ad formats you need to reach and engage viewers in 2025
Learn how to use key YouTube ad formats to entertain, educate, and inspire your audience while making every marketing dollar count.
LinkedIn debuts Companies Hub to boost B2B marketing intelligence
LinkedIn's new hub can help you plan, target, and measure B2B campaigns more effectively by leveraging detailed engagement insights.
Google overhauls ad policies for CTV and PETs
Google's ad policies embrace privacy-enhancing technologies and Connected TV growth empowering advertisers to securely reach audiences.
Google rolls out Brand Guidelines for Performance Max
Google's brand guidelines for PMax campaigns centralize asset management to enhance brand control, requiring advertisers to adapt workflows.
Top 10 2025 PPC predictions and trends
These are some of the most important PPC trends, changes, opportunities and challenges you need to be ready for in 2025.
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.
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.
PPC tracking for beginners: how to track clicks & conversions
Master the basics of tracking clicks & conversions with pay-per-click marketing.
LinkedIn tests personal post boost option
LinkedIn's paid feature amplifies content but also highlights frustrations over limited organic reach and a shift toward a pay-to-play.
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.
Snap overhauls creator monetization, raises performance bar
Snap's revamped program boosts ad opportunities with higher-quality content, a growing audience, and the chance to capture TikTok's users.
How to beat audience saturation in PPC: KPIs, methodology and case studies
Audience saturation can crush campaign performance. Learn to monitor it proactively, refresh strategies, and maximize engagement.
TikTok takes U.S. ban challenge to the Supreme Court
With not much time to spare before the Jan. 19 ban, TikTok has taken its case to the Supreme Court.
Google Ads tests AI-powered reporting tool
Google Ads is testing an AI-powered reporting tool that lets advertisers generate custom reports using natural language prompts.
Top 10 Google Ads mistakes to avoid in 2025
Optimize your PPC campaigns by tackling issues like inconsistent tracking, old negative keywords, blind reliance on AI, and more.
13 digital marketing trends you should plan for in 2025
Key trends in AI, personalization, search optimization, and tech to deliver consistent, impactful brand experiences.
Coupon sites: The hidden threat to your brand
Explore the risks of coupon sites for brands and discover how to mitigate these challenges effectively.
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 Performance Max negative keyword exclusions now in beta
Google is rolling out a beta feature for campaign-level negative keyword exclusions in Performance Max, addressing a long-standing advertiser request.
How Gen Z is redefining discovery on TikTok, Pinterest, and beyond
Visual, authentic, and community-driven – Gen Z’s search habits are reshaping online discovery and brand visibility. Here’s how to adapt.
Microsoft revamps advertising tracking, consent features
Microsoft introduces household attribution tracking and consent compliance tools, while pausing certain store traffic measurement features.
Top 4 PPC tactics to try in 2025
Explore underutilized tactics like DSA research, CLS audits, Microsoft-based exclusions and micro-conversions to stay ahead.
Google Ads tests video asset option
Google Ads introduces a new 'Video' option in the Assets section, signaling a shift towards greater video integration in 2025.
How to use negative keywords in PPC to maximize targeting and optimize ad spend
Improve your PPC performance with a strong negative keyword strategy. Learn insights to reduce wasted ad spend and target the right audience.
Yelp unveils AI features to streamline local business discovery
Yelp's AI-powered updates enhance ad optimization and lead management, helping businesses connect with high-intent customers.
How to build lead gen campaigns for B2B SMBs
Insights for crafting a targeted ad strategy, optimizing your channel mix and creating compelling offers to drive quality B2B leads.
Google details shopping annotations and badges for ads and free listings
Google’s new guide on Shopping annotations and badges outlines tools like "Price Drop" and "Free Shipping" that help products stand out and boost ad performance.
Global ad revenue to top $1 trillion, dominated by Google and Meta
The growing dominance of digital platforms is a signal for advertisers to adapt strategies and embrace AI to stay competitive in a rapidly evolving market.
How to measure YouTube ad success with KPIs for every marketing goal
Optimize your YouTube ad strategy by focusing on the right metrics to align with your marketing objectives and prove ROI.
Perplexity expands publisher ad revenue sharing program
Perplexity's expansion includes some major news outlets, though concerns over content use and transparency remain.
Google to launch new Dating and Companionship Ads policy
Advertisers will need to secure certification as Google enforces stricter rules for dating and companionship ads starting March 2025.
Easier consent management comes to Google Tag UI
Google offers seamless consent management integration in Google Tag UI. You can connect CMPs and configure settings without any coding.
Microsoft Advertising: A comprehensive guide
Microsoft Ads offers unique targeting, lower costs and fewer competitors. Learn how to harness its potential for B2B, ecommerce and more.
Google Analytics enhances remarketing with Customer Match integration
Google’ Customer Match update lets you use first-party data for more precise targeting and improved campaign performance.
How to improve PPC lead quality for B2B campaigns
Get actionable tips for qualifying B2B leads, optimizing paid media channels and using data integration to improve your PPC campaigns.
6 tips for successful ecommerce search campaigns
From labeling best practices to maximizing automated bidding, these tips will streamline your ecommerce advertising efforts.
Performance Max vs. Search campaigns: New data reveals substantial search term overlap
Is PMax cannibalizing your Search campaigns? Learn insights on overlap rates and campaign prioritization, plus strategies to maximize ROI.