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 Merchant Center to align click reporting with Google Ads
You can expect some of your current and old reports to change when this update happens.
Are you wasting your Google Ads budget bidding against yourself?
Are you unknowingly bidding against yourself on Google Ads? Learn how to stop wasting your budget on uncontested paid search ads.
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 adds Search Terms visibility to Performance Max campaigns
Google Performance Max now shows which search terms are triggering ads, allowing negative keywords to be added directly from the Search Terms report.
6 free Chrome extensions for PPC
Equip your browser with these PPC-focused Chrome extensions to track smarter, tweak faster, and win bigger.
Templates, tactics, and tips from 1,000 high-converting pages
What do top-performing landing pages have in common? Find out in this guide featuring high-converting examples and actionable design strategies.
How to expand from Meta Ads into Google Ads
Are you a Meta-first advertiser who is eyeing Google Ads? Learn when, why, and how to diversify your PPC strategy for maximum growth.
Microsoft to enforce consent compliance for advertisers
This is for advertisers in the EEA, UK, and Switzerland. Failure to comply by May 5 could disrupt campaign performance and data tracking.
Detailed demographics in Google Ads: Targeting with precision
Detailed Demographics in Google Ads is a powerful way to refine audience targeting, enhance campaign performance, and avoid wasted ad spend.
How to optimize for ROAS in Google Ads using LTV insights
Drive sustainable Google Ads growth by shifting from short-term wins to LTV-focused strategies that boost long-term growth and profitability.
7 power moves to accelerate your PPC career
Excelling at PPC involves more than just campaign management. Stand out, communicate effectively, and take extreme ownership of your success.
Google Ads rolls out channel control for Demand Gen campaigns
Advertisers now have more granular control over their demand generation campaigns, but reporting limitations remain a challenge.
Bing pushes ad-heavy search results with 7+ sponsored listings
Users report seeing search pages dominated by ads with minimal organic content.
Bluesky for PPC: What you need to know
Bluesky's rapid growth is gaining attention — but with no ads yet, what does it mean for PPC? Learn how to prepare for future opportunities.
Generative AI use surging among consumers for online shopping: Report
Compared to non-AI traffic sources, users engage more, view more pages, and bounce at lower rates – but they are also less likely to convert.
Reddit adds Hide option for ads across platform
New Reddit feature lets users block specific advertisers from their feeds for at least a year, giving users control over their ad experience.
Microsoft Tests Local Business tags on Bing Search Ads
The Local business tag appears within sponsored search results. It is part of a broader test of blue-labeled tags in Bing advertising.
Google shares AI and human evaluating process for policy violations
Google's ad review clarification reveals its dual approach of AI and human evaluation for detecting policy violations, empowering advertisers with some transparency.
YouTube gives brands and creators new linking tools
YouTube introduces creator-initiated requests and API automation to simplify sponsored content management.
Google unveils asset testing for Performance Max retail campaigns
Asset testing for retailers lets you split traffic within a campaign to compare feed-only ads against ads with additional creative assets.
Google Analytics adds percentages in reports, issue notifications
Google Analytics' is enhancing data transparency by adding percentage values to reports and introducing alerts for tracking issues.
Top 5 tactics to boost PPC lead quality in 2025
Your PPC ads should bring in buyers, not browsers. These tips will help you attract and convert the right prospects.
How does your landing page performance compare?
Are your landing pages converting better—or worse—than your competitors’? See the latest conversion benchmarks by industry.
Google Ads Editor 2.9 brings 8 new features for advertisers
Updates include Manager Account Labels, expanded Shopping Ads capabilities, vertical video generation, and improved measurement tools.
Google upgrades Display & Video 360 for CTV advertisers
Google’s Display and Video 360 updates include enhanced audience targeting, improved measurement, and household-level insights.
Meta wants its advertisers to connect to Google Analytics
Meta is offering advertisers early access to ad system updates in return for integrating Google Analytics with their ad accounts.
Google Shopping now shows ‘Price at Checkout’
Google is displaying the Price at Checkout in Shopping listings, enhancing transparency and helping shoppers avoid unexpected price changes.
Google expands Search Max beta to more accounts
Google’s Search Max match type is spotted again. The feature appears in beta within Search campaign settings.
Should you use optimized targeting in Google Ads? A quick guide
Learn all about optimized targeting - a powerful but controversial tool that can either enhance or hinder campaign performance.
Outsmarting Google Ads: Insider strategies to navigate changes like a pro
Google Ads is designed to work for Google. Here’s how to outsmart deceptive defaults, resist platform nudges, and optimize smarter.
Google Ads expands PMax negative keyword limits
Google Ads will be increasing the negative keyword limit for Performance Max campaigns from 100 to 10,000.
Google expands Message asset to Performance Max
Google's expansion of Message assets to PMax campaigns helps advertisers drive direct customer engagement through chat-based interactions.
How to prevent Meta Ads restrictions on health and wellness campaigns
Meta doesn’t want your health data (or the legal trouble). If you’re in health marketing, read this before your ad tracking disappears.
Google Marketing Live set for May 21
Google Marketing Live returns on May 21, offering advertisers a look at the latest AI-driven ad innovations across Search, YouTube, and more.
Google is exploring ads in new AI Mode
Ads could come to Google's conversational search experience - AI Mode, but some advertisers remain skeptical about performance.
Google to change how Tag Manager works with Google Ads in April
Google is updating GTM to ensure a Google tag loads before sending events, improving tracking accuracy and data collection for advertisers.
Leveraging generative AI in ad scripts for Google Ads optimization
Stop writing scripts from scratch. Use GPT to modify, optimize, and expand your Google Ads automation effortlessly.
TikTok’s $30B ad boom faces US uncertainty
TikTok is projected to achieve $32.4 billion in global ad revenue this year despite looming US ban concerns that put nearly $12 billion in advertising spend at risk.
Microsoft adds “Why This Ad?” feature to Bing search results
Microsoft is bringing more transparency to its search advertising with a new feature that explains ad placement decisions directly in Bing results.
Google testing channel reporting for Performance Max campaigns
Google's testing of channel reporting potentially addresses advertiser concerns of the blackbox nature of PMax campaigns.