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:
The truth about Google Ads recommendations (and auto-apply)
Understand how to use Google Ads recommendations so you can spot what helps, ignore what doesn’t, and keep your account safe.
How Pinterest’s ad formats work and when to use each one
Get a clear breakdown of Pinterest’s ad lineup, what each format delivers, and how to align them with specific campaign goals in 2026.
Google launches Data Manager API
Google’s new Data Manager API gives advertisers a simpler, centralized way to feed first-party data into its AI systems.
AI tools for PPC, AI search, and social campaigns: What’s worth using now
The tools driving creative, workflow automation, and search visibility in performance marketing – plus guidance for choosing the right stack.
Think different: The Positionless Marketing manifesto
Assembly-line methods put marketers in a box. Technology removed it - marketers haven't noticed.
Google denies ads are coming to Gemini in 2026
Google's Dan Taylor ripped the story, saying 'there are no ads in the Gemini app and there are no current plans to change that.'
Google Shopping Ads now show merchant location labels
Google’s new merchant location labels in Shopping ads give retailers a visibility boost by highlighting their city or town, helping drive more local foot traffic.
OpenAI says ChatGPT ‘ads’ weren’t ads
ChatGPT execs said the ads were 'either not real or not ads' before admitting the company 'fell short' with an app suggestion feature.
How to use proxy metrics to speed up optimization in complex B2B journeys
Use high-fidelity micro-conversions to tighten feedback loops, sharpen bidding, and keep long-cycle campaigns from drifting off course.
Elevate your expertise: Submit a compelling session proposal for SMX Advanced
SMX Advanced returns June 3-5. Learn what we’re looking for in session pitches, and how to submit a compelling session proposal.
Google tests regional member pricing in Shopping Ads
Google is testing a new Shopping ads beta that lets merchants show region-specific loyalty prices, helping retailers localize promotions.
Ecommerce PPC: 4 takeaways that shape how campaigns perform
Dive into PMax essentials, Amazon’s conversion insights, social audience building, and the dashboards that improve decisions.
Google’s proposed ad tech fixes face EU scrutiny
Stakeholders are reviewing Google’s proposed changes as the EU weighs whether they’re enough to restore fair competition.
Meta: Native Reels ads can lift purchase intent 5.3x
Meta’s latest research shows that Reels ads designed natively for the platform can significantly boost purchase intent, and brand interest.
AI Max undermines match-type control
AI Max quietly turns all keywords into broad match and blurs reporting, making it harder for advertisers to see what’s really driving their results.
How to plan and manage paid media budgets in an AI-driven world
Plan smarter budgets across channels, adjust to sudden changes, and make confident choices about where and how you spend.
How AI Overviews are impacting ad position and the fight for top spot
Ad position is critical. New data reveals how Google AI Overviews affect paid search visibility and CTR.
Black Friday 2025: More expensive, still engaging
Black Friday 2025 shows rising ad costs but strong engagement, making post-click optimization more crucial than ever for advertisers.
Google pushes deeper into lifecycle targeting with new GA audience templates
Google is simplifying lifecycle marketing by letting advertisers target high-value and lapsed customers directly from Google Analytics.
Google adds Search Partners segment to PMax reporting
Google Ads reporting now reveals how much PMax spends on Search Partners and whether that traffic is actually driving value.
OpenAI hits pause on ChatGPT ads as CEO declares a ‘code red’
OpenAI CEO Sam Altman ordered an urgent ChatGPT quality overhaul and paused advertising plans to focus on strengthening the core product.
Google to sunset ads developer support forums in 2026
Ad developers will need to move to ticket-based troubleshooting and deeper diagnostics to keep campaigns running smoothly.
Why PPC tests in 2026 call for nuance, not winners
Today’s PPC tests surface patterns and affinities rather than absolutes. Learn to read modern signals and communicate insights with clarity.
Why advanced semantic techniques still matter in PPC and SEO
AI can generate keywords at scale, but semantic techniques provide the structure and signal quality needed to keep PPC and SEO on track.
Google unveils ‘Partner Match’ for YouTube targeting
Google’s new Partner Match tool will let advertisers target YouTube audiences built from third-party hashed data once it launches.
Microsoft Ads introduces asset-level disapprovals
Microsoft Ads now disapproves individual assets and provides precise 90% conversion reporting, giving advertisers greater control and insight.
ChatGPT ads: Android code reveals OpenAI’s plans as user reports first ad
OpenAI appears to be testing ChatGPT ads, with new Android clues and a user report hinting that the rollout may be getting close.
Google pulls EU antitrust complaint against Microsoft
Google drops its EU antitrust complaint against Microsoft after a new EU probe into cloud licensing practices.
Shopify hit by login outage on major sales day
Shopify is experiencing major login outage on one of the year’s biggest shopping days, leaving merchants locked out of their stores.
Google Ads tests new ‘Website Optimizer’ tool
Google revives Website Optimizer documentation inside Google Ads Help Center, hinting at a new built-in A/B testing tool connected to GA4.
Google Demand Gen campaigns: When to use them and best practices (with examples)
Find out when and how to use Demand Gen campaigns, including campaign and budget management, plus lessons from real-world campaign testing.
How to run compliant, effective medical and mental health ads
See how to target the right searches, avoid policy violations, and improve landing pages to drive more patients and clients.
Google Ads’ Nano Banana Pro AI get rigorously tested
Testing shows Nano Banana Pro excels at quickly creating seasonal, mood, and lighting variations for visuals, making it ideal for ideation and rapid asset generation.
Google Ads overview tab now supports custom views
Google Ads now lets advertisers create up to five custom Overview tab views, making it easier to track key metrics.
Google expands custom segments for restricted Display Campaigns
Google’s vague update on expanding Custom Segments under its Personalized Ads policy is raising more questions than answers for advertisers.
Google Ads search terms report: 5 tips for better results
Mastering the search term report can dramatically improve targeting, cut wasted spend, and reveal what real customers are searching for.
How AI answers are disrupting publisher revenue and advertising
A deeper look at the traffic losses, revenue shifts, and emerging models reshaping publishing and search in an AI-first era.
Google Ads MCC takeover attacks are rising – here’s how the phishing scams work
The phishing attacks have left agencies and advertisers scrambling as entire client accounts and budgets fall out of their control.
How to dominate video-driven SERPs
Learn how to optimize videos with schema markup, keyword-rich transcripts, and semantic structure to dominate Google’s evolving video search results.
Study finds major waste in Google Shopping ads on Black Friday
Retailers will spend millions on Google Shopping ads for sold out products. A new Black Friday study shows how fast budgets vanish and why.