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 AI Mode ads reach nearly 30% of queries: Study
High CPC searches were far likelier to show AI text ads, while paid placements rarely boosted citations or organic rankings.
Why CPC inflation starts before the auction
Rising CPCs start before the auction. Learn how brand, reach, and post-click experience shape paid search performance.
OpenAI’s ChatGPT ads could miss $100 billion revenue target: Report
Emarketer sees the U.S. chatbot ad market reaching just $5.41 billion by 2030, far below OpenAI’s target for ChatGPT ads.
Why search ROAS depends on paid social more than you think
Search often gets credit for demand created upstream. Learn how to measure the halo effect before shifting budget between channels.
Why agentic commerce will matter more than ChatGPT ads
Google, Amazon, and OpenAI are building AI-powered buying. Here's why your product data matters more than your next ad platform.
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.
Why frontloading your ad spend usually backfires
Launching with a bigger budget doesn't guarantee faster growth. Here's how to build momentum without wasting spend.
ChatGPT Ads new overview tab, suggested ad drafts, new ad formats and more
OpenAI also said ChatGPT Ads are live in Japan and South Korea.
Google expands AI ad disclosures across Search, YouTube, Discover
Google will show whether ad creative was created or edited with AI. The AI-made ad disclosures are rolling out worldwide.
Why marketing mix modeling is still hard to get right
Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.
Google drops Next from Merchant Center Next
Google Merchant Center Next is now know as just Google Merchant Center.
Human vs. machine: What happens when groas runs your Google Ads
One version of this story is AI replacing your entire PPC team. The truer one: Humans direct, the machines execute, and then the numbers move.
Want to present at SMX Next? Now’s the time to submit a pitch!
If you’re on top of the latest techniques and what’s to come in SEO, PPC, and AI search, submit a pitch to present at SMX Next.
Why you should opt out of Google Search Partners
Learn what Search Partners are, why they usually produce junk traffic, and how to see if you're spending money on these placements.
5 questions to ask AI vendors before buying a tool
Separate genuine solutions from AI hype by evaluating business value, data policies, customer proof, and implementation before you invest.
How to get the most from Microsoft Advertising campaigns
Improve Microsoft Advertising performance with stronger AI signals, measurement, creative, and campaign structure.
ChatGPT Ads rolling out audience lists
Several advertisers have begun to notice a new option to upload Audience lists into OpenAI's new ad platform.
OpenAI can generate ChatGPT Ads for you
A new ChatGPT Ads feature suggests that OpenAI is using AI to generate ads on its platform.
Paid media is becoming an SEO investment in AI search
Reviews, creator partnerships, and sponsored content can shape how AI systems understand and recommend your brand. Learn why.
A Google Ads targeting tactic that cut invalid clicks by 50%
After Google said it had already filtered suspicious activity, this unexpected approach restored campaign profitability.
How competitors target your branded traffic with Google Ads
Learn how dynamic keyword insertion, comparison pages, and brand modifier keywords influence branded searches, and how to defend against them.
Google adds Channel Diagnostics to Performance Max
Google's Channel Diagnostics for PMax, helps advertisers identify missing or disapproved assets that could limit performance.
Google tests AI-generated summaries in Search ads
Google is testing AI-generated summaries beneath Search ads, potentially giving its AI a larger role in how paid ads are presented
How campaign structure shapes Google Ads performance
Better automation starts with better account architecture. Learn how to strengthen signals, reduce overlap, and improve results.
Microsoft expands Performance Max testing with new experiment types
Microsoft is expanding PMax testing with two new experiment types that help measure campaign impact and validate upgrades.
Google Ads redesigns All Campaigns selector
Google Ads is rolling out a redesigned All Campaigns selector with a new hierarchy view and search to simplify campaign navigation.
Google renames age estimation ads policy as global age assurance expands
Google updated its age estimation ads policy and changes what they now restrict ads for with shocking content not making the cut.
Google adds new YouTube brand campaign measurement tools
Google's new YouTube measurement features help advertisers better connect brand campaigns with branded search activity.
AI search is driving customers. Can you measure it?
AI search is becoming a measurable source of customer discovery. Here's what nearly 30 million calls reveal and what marketers should do next.
How one broken form cost an agency months of leads ft. Danny Gavin
A simple technical failure cost an agency months of leads, revealing why communication and QA matter as much as PPC performance.
Google brings Maximize Conversion Value bidding to Standard Shopping
Standard Shopping campaigns can now use Maximize Conversion Value bidding without a Target ROAS, giving advertisers flexibility.
Bad data used to mean bad reports, now it means poor ad delivery
Your conversion data doesn't just power reporting. It shapes who Google targets, how much it bids, and where your budget goes.
LinkedIn Ads CPC benchmarks: How costs compare with Google Ads
A year of B2B campaign data reveals where LinkedIn commands a premium, where costs align with Google Search, and how to budget accordingly.
Google gives Demand Gen new AI creative and reporting tools
Demand Gen is getting Gemini-powered creative recommendations, enhanced video optimization and new measurement tools.
Google Ads API v24.2 adds AI transparency, stronger security and new reporting
API v24.2 introduces AI visibility tools, stronger security controls and new PMax reporting features for advertisers and developers.
Google introduces new Merchant Center agency roles
Google is rolling out new Merchant Center agency roles that centralize client access management and strengthen security.
How to win competitor traffic with Demand Gen and negative-intent conquesting
Traditional competitor campaigns can be expensive and ineffective. These alternatives help you reach buyers more efficiently.
How to find who’s using your brand in paid search
A step-by-step guide for spotting competitors, affiliates and misleading advertisers in your branded search queries.
Google Ads API to stop supporting new Smart Campaign creation
Google will end support for creating new Smart Campaigns via its Ads API, further shifting advertisers toward Performance Max.
OpenAI says ChatGPT ad dismissals have dropped 50% as relevance improves
OpenAI says ChatGPT users are dismissing ads 50% less often, suggesting its conversational ad format is becoming more relevant.