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:
26 A/B testing ideas to increase click-through rates and boost conversions
From CTAs to checkout tweaks, this guide shares practical A/B test ideas to help you get more clicks, signups, and sales.
Google Ads Sitelink Assets: Everything you need to know
Learn all about Sitelinks – what they are, how they differ from headlines, maximum numbers you can use across different devices, and more.
Google vision match vs. traditional search: Early insights on AI shopping tool
Odd results, big price gaps. This early look into Google’s AI shopping tool shows both the promise and the problems.
The uncontested paid search problem—and what it’s costing you
You may be bidding against yourself on Google without even knowing it.
Advertisers pull back from TikTok, boost Meta amid ban uncertainty
TikTok advertising confidence continues to erode. New data shows double-digit CPM declines and significant budget shifts to Meta's platforms.
Dealing with Google Ads frustrations: Poor support, suspensions, rising costs
Google Ads is a powerful platform – but not without its headaches. Here’s why advertisers are frustrated and what needs to change.
Trump extends TikTok sale/shutdown deadline by another 75 days
ByteDance has more time to sell TikTok’s U.S. operations, allowing U.S. brands and businesses to continue marketing on the platform.
Google Analytics rolls out Generated Insights feature to decode data fluctuations
Google's new feature helps you decode data anomalies, enabling faster ad campaign adjustments and smarter budget decisions.
Google Ads for ecommerce is a game of PMax, PMax, Pmax!: Report
The PMax evolution has dominated ecommerce ad spend (peaking at 82% last May) but faces some decline in its piece of the ecommerce pie.
Google launches automatic marketing content extraction
Google will pull information about promotions and products from merchants' existing marketing materials to display across Search and beyond.
Google working on restoring Local Service Ads advertiser console
Advertisers have been complaining all day about being unable to manage their LSAs.
Amazon makes surprise bid for TikTok ahead of U.S. ban deadline
Amazon's last-minute TikTok bid comes days before the video app faces a potential U.S. shutdown, though the offer isn't being taken seriously.
Google Ads Display Keywords: Everything you need to know
Learn how Google matches your display keywords, how they function for content and audience targeting, and best practices.
What counts as a “good” conversion rate in 2025?
New industry benchmarks reveal what success really looks like.
Google partners with Roblox on video ads
The new ad partnership creates access to Roblox's 85 million daily users through rewarded video ads, allowing brands to reach Gen Z audiences.
Your guide to Google Ads Smart Bidding
Stop letting Smart Bidding run wild. Control and optimize it for better conversions, smarter spending, and real performance gains.
Microsoft Advertising will start enforcing Consent Mode in May
Microsoft will require explicit user consent signals starting May 5, to ensure compliance with privacy regulations.
Google Ads policy update: More ads, new rules
Google updates Unfair Advantage Policy to allow advertisers to show multiple ads for the same business in different ad locations.
Reddit Ads rolls out new SMB tools to boost campaign performance
Reddit Ads’ new tools simplify campaign management, enhance performance tracking, and make it easier for SMBs to reach niche audiences effectively.
Ad hijacking: Understanding the threat and learning from Adidas
Affiliate ad hijacking steals your traffic and trust. Learn how to spot it, stop it, and protect your budget with smarter monitoring.
Google settles $100 Million advertising dispute
Google’s $100 million settlement over AdWords billing practices highlights the importance of transparency and could push for stricter digital advertising regulations.
5 undervalued skills to complement PPC management
Where would your career be with 20/20 hindsight? Discover five undervalued skills that will explode in value. Future you will thank you.
LinkedIn introduces AI and automation tools to improve ad performance
LinkedIn's new tools help optimize ad planning, streamline execution, and improve performance tracking to drive better results with less effort.
Google Demand Gen get new conversion tracking columns
Google Demand Gen introduces platform-comparable conversion columns meaning more accurate benchmark performance visibility.
Maximize Conversion Value: Google Ads bidding explained
Want Google Ads to focus on your most valuable conversions? Maximize Conversion Value bidding might be the answer.
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.
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.