Google Ads
Search Engine Land is your premier source for Google Ads news, strategies, and in-depth content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions that boost your ROI.
Mastering Google Ads for maximum ROI
Google Ads is a powerful tool for driving targeted traffic, generating leads, and increasing sales — but staying ahead in paid search requires more than just a basic understanding of campaigns. Search Engine Land equips you with actionable strategies to optimize ad performance, reduce wasted spend, and maximize your return on investment.
Discover insights on everything from mastering campaign types like Performance Max to leveraging advanced strategies and features like audience targeting, responsive search ads, and bidding strategies. Whether you’re managing large-scale accounts or running ads for a small business, our resources are tailored to meet your specific needs.
What you read here is written by our experienced in-house team, alongside subject matter experts from leading agencies and top-performing brands across various industries
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Lead gen vs. ecommerce: How to tailor your PPC strategies for success
Understand the unique dynamics of PPC campaigns for lead gen vs. ecommerce, plus how to combat lead fraud, monitor micro KPIs and more.
Google adds opt-in for Video Enhancements for ads
You can now opt into Google's new video enhancements tool that uses AI to automatically generate multiple video formats.
4 ways to check your website’s Google consent mode setup
Stay compliant with Google's consent mode v2 requirements. Here's how to verify your consent configuration across Google Ads, GA4 and more.
A guide to ad variations in Google Ads
Learn to set up clean A/B tests using Google Ads' ad variations feature and get ideas for high-impact tests to run.
How to use the new customer acquisition goal in Google Ads
Find out how to leverage the feature effectively through thoughtful audience segmentation and campaign setup.
How entity-based strategies can contribute to PPC success
Incorporate entities into your PPC strategy to expand keyword lists, optimize for quality scores and uncover new audience segments.
Google RSAs in 2024: Everything you need to know
The latest updates and best practices for Google responsive search ads, from single-headline ads to campaign-level assets.
Google limits functionality of suspended ads accounts
Google is limiting actions to billing, appeals, security settings and account navigation for suspended Google Ads accounts starting in June 2024.
Google Shopping Ads get conversion annotations
Merchants can enable conversion annotations that showcase a product's popularity directly in Google Shopping ad listings.
How Google harms search advertisers in 20 slides
The U.S. Department of Justice hammered Google over search ad price manipulation and more in its closing statement on search advertising.
How to uncover hidden gems in your paid search accounts
Use keyword analysis, auction monitoring and conversion path tracking to identify untapped opportunities within your PPC campaigns.
Google restricts promotion of deep fake sexual content
These restrictions now apply to Shopping ads and will be enforced across all types of ads after May 30.
6 ways to use AI for paid search account restructuring
Embracing AI is key to smarter PPC management. Let AI do the heavy lifting on these key tasks, from keyword research to bidding strategy.
Google Ads will pause low-activity keywords starting in June
Active keywords with no impressions in the past 13 months will be paused. If you re-enable them, they could be paused again after 3 months.
How to transform your Google Ads headlines with anti-audiences
Get more qualified leads from your Google Ads. Use anti-audience targeting to laser-focus your messaging on the right prospects.
Google adds 6 new AI features for Performance Max
New PMax features include Customer Value mode, customer retention goal, detailed demographics, budget pacing insights and more.
Top 5 paid search B2B lead gen strategies for 2024
Generate more B2B leads from your PPC campaigns by leveraging hyper-personalization, ABM, video and interactive content and AI automation.
3 ways to target your PPC competitors’ audience
Boost your PPC audience targeting with this action-based strategy. Learn how to reach your competitors' customers who are primed to convert.
Google Chrome IP masking could radically impact search advertising
Google's plan for IP protection would give them a monopoly on location data and drive up costs for advertisers.
7 ways to elevate your responsive search ads
From maximizing ad space to utilizing features like ad pinning and ad experiments, learn how to optimize your RSAs for better results.
How to set and manage PPC expectations for teams and stakeholders
Avoid client-agency misalignment by following best practices on setting clear PPC expectations upfront and managing communications.
Google: Ad Strength not used in Ad Rank
Ads with poor Ad Strength could still perform well. But that doesn't mean Ad Strength is not important, according to Google.
Google Demand Gen advertisers get generative image tools
Advertisers can generate original campaign assets in just a few clicks while maintaining full control over what images are used.
Google testing People Also Consider label on branded search ads
Advertisers are concerned that Google is planning to force brands into entering competitor ad auctions.
The Performance Max playbook: Best practices and emerging tactics for 2024
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking.
Advanced Google Ads tracking for local service companies
Effectively measure the marketing impact of your Google Ads campaigns for local service clients with these enhanced tracking methods.
Google updates Merchant Center product data specifications
The changes for 2024 have been designed to boost the quality of product information in both paid and organic Shopping listings.
Google and world’s largest ad group announce landmark AI collaboration
The groundbreaking partnership implies Google's robots could begin creating ads for world-leading brands like Coca-Cola.
7 ways to use generative AI in PPC
Practical tips for incorporating generative AI into PPC copywriting, keyword research, account structure building and audience analysis.
How to implement a full-funnel PPC marketing strategy
Master keyword research, ad creation and landing page optimization for your awareness, consideration and conversion-focused PPC campaigns.
Google explains why Ad Strength is ‘so important’ as it addresses industry concerns
Here's the role Ad Strength should really play when it comes to building your Google Ads campaigns.
Google to start issuing Display & Video 360 linking recommendations
When Google identifies an unlinked DV360 advertiser, it will recommend linking it to Google Analytics.
Negative keywords in paid search: 6 strategies for effective implementation
Learn hands-off vs. aggressive approaches, platform variations and best practices to improve ad relevance with negative keywords.
Google investigating Ad Manager Reach report error
Although you may still have access to Google Ad Manager, you may find you can't access the most recent data.
Search Ads 360: 3 best practices for advanced PPC marketers
Unlock SA360’s powerful data integrations, advanced bid strategies and automated template management for complex search campaigns.
Google changes definition of ‘top ads’
A Google spokesperson confirmed that the update was a 'definitional change' and would not affect performance metrics.
Google suspended 12.7 million ad accounts and blocked 5.5 billion ads in 2023
The number of advertisers who were blocked or removed due to policy violations nearly doubled compared to the previous year.
Exploring Meridian, Google’s new open-source marketing mix model
Dive into Meridian’s capabilities, limitations and how it compares to Meta's Robyn in the evolving MMM landscape.
How to benchmark PPC competitors: The definitive guide
Benchmark PPC competitors across ad networks like Google and Meta and identify top channels, creatives and landing page experiences.
Google publishes Performance Max developer guide
The new guide offers simplified access to all the necessary information required to build PMax integrations.