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 Ads outage disrupts campaigns
Google Ads is experiencing technical issues, causing error messages, slow response times, and disruptions for advertisers.
Google adds WhatsApp ‘conversation started’ conversion action
Google Ads' new 'conversation started' conversion action helps advertisers track WhatsApp engagements.
How to boost PPC retargeting efficiency with an RFM analysis
Stop wasting ad spend on the wrong audiences. Use RFM analysis to identify your most valuable customers and optimize your PPC campaigns.
DOJ’s push to sell Google Chrome sparks industry debate over web’s future
Marketers and tech experts warn of unintended consequences while questioning Chrome's viability as standalone product.
Building a PPC roadmap for new brands: 10 questions to ask
Ensure your brand’s PPC campaigns are effective from day one by addressing key factors like tracking setup, CRM capabilities and more.
Google outlines 2025 ads API roadmap
Google's 2025 Ads API roadmap outlines five planned updates, helping developers and advertisers strategically prepare for major and minor releases.
Google reshapes in-store shopping with AI-powered comparisons
Google’s shopping updates, including real-time price comparisons and local inventory searches, are poised to intensify retail competition.
How to leverage Google Analytics 4 and Google Ads for better audience targeting
Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.
4 tips for better PPC client meetings
Lead better PPC client meetings by connecting actions to KPIs, clarifying your message and aligning strategies with broader marketing goals.
DOJ plans to push for Chrome sale after Google antitrust victory
The DOJ is preparing to force a sale of Google's Chrome, among other sweeping remedies, after winning its antitrust case.
Perplexity launches AI-powered Shopping Search
Perplexity AI's shopping feature offers brands a way to engage high-intent shoppers with product recommendations and one-click purchases.
Google AI Overviews ads seen on mobile search
Google AI Overviews ads officially launched last month in the U.S., but we've seen few examples of them in the wild.
TikTok launches AI video generation tool for marketers
Symphony Creative Studio makes it easier for brands to create TikTok content. It turns product descriptions or URLs into video clips.
Why marketing mix modeling is crucial in 2025 and beyond
Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions.
How to automate competitor analysis in search results? Let’s break it down
Ads require regular updates as search evolves. New competitors may mimic brands, making search result monitoring essential.
Meta aligns platforms with ‘Views’ as primary content metric
Meta's shift to views as the primary metric across its platforms offers advertisers a unified way to measure reach.
Google to halt political ads in EU over new regulations
Google’s decision to halt political ads in the EU due to new transparency regulations will reshape how campaigns reach voters.
How to combat rising CPCs and optimize your Google Ads ROI
Using this simple cap strategy on Google Ads lets you cut waste, optimize spend and maximize return on ad dollars.
YouTube unveils new tools to help brands tap into creator content & Shorts ads
YouTube is rolling out new tools to help brands better leverage creator content and its fast-growing Shorts format to drive measurable business outcomes.
Data: Q5 (Dec. 25- Jan. 1) ads can pay off big for brands
Brands that maintain PPC ads during Q5 can capture valuable ad inventory at lower costs, as CPCs drop and impressions surge, study finds.
A guide to split testing in PPC
Learn what split testing is and how to do it, along with the elements you can test and tips to evaluate your experiment’s performance.
How Microsoft Ads compares to Google Ads and when to use it
Thinking of expanding to Microsoft Ads? Learn its key similarities and differences with Google Ads, plus tips for getting started.
Google boosts curation capabilities for Ad Agencies
Google's new curation tools help agencies streamline media buying and access premium inventory, improving efficiency and audience targeting.
The top 100 consumer products this holiday season, according to Google
Google's 2024 Holiday 100 list offers valuable insights for retailers to optimize inventory and ad strategies in a challenging season.
Google’s Privacy Sandbox faces continued competition concerns
The ongoing scrutiny of Google's Privacy Sandbox highlights potential regulatory changes that could impact competition and ad targeting.
Decoding ad spend: Key insights from the 2024 presidential election
Comparing the marketing strategies of both candidates, we'll examine spending breakdowns, tactics and factors that shaped the outcome.
Google tightens Customer Match rules, warns advertisers about privacy
Google is reinforcing stricter privacy rules for Customer Match, warning misuse could lead to immediate account suspension without warning.
PPC keyword strategy: How to align search intent with funnel stages
Effective keyword targeting starts with search intent. Explore funnel-based insights and examples to boost your paid search ROI.
Pricing vs. ad spend: Which drives more Amazon sales?
Learn how pricing and ad spend influence Amazon sales and gain insights into optimizing your own Amazon performance.
Data: PMax performance stable, but Search CPCs increasing
Google Ads' PMax campaigns had stable YoY ROAS and conversion rates despite rising CPCs and CPAs, Optmyzr study finds.
Google debuts Sale Event promotion type in Merchant Center
Google’s new Sale Event promotion type lets you easily promote broader sales and discounts across shopping placements.
Google integrates seller and product ratings in Shopping Ads
Google is displaying seller and product ratings in Shopping ads, allowing brands to showcase both store reliability and product quality.
Google Ads Editor 2.8 launches with AI image generation
Google Ads Editor 2.8 introduces AI-powered image generation, enhanced performance tools, and more but with no support for older versions.
Google to unpause political election ads Nov. 11
This update comes after Google had a temporary ban on US election based ads on Nov 5.
Google UI update – Demand Gen audience now seen as ‘signals’
Google redefined Demand Gen campaign audiences as signals instead of targeting parameters, reducing control over audience targeting.
Google sunsets Local Services Ads mobile app, shifts focus to web platform
Google will discontinue the Local Services Ads mobile app on January 6, making the web platform the only option for managing these campaigns.
YouTube expands shorts monetization, adds new analytics features
YouTube’s new brand partnership and analytics features for Shorts help advertisers connect with creators and gain better performance insights.
TikTok ban faces uncertain future under Trump’s return
Trump’s shift on TikTok’s potential ban could impact the app’s future in the U.S., creating uncertainty for advertisers targeting its 170 million American users.
PPC keyword research: What you need to know
Here's how to select the right keywords, use match types effectively and refine your strategy for optimal ad performance.
Google rolls out brand customization for Performance Max campaigns
Google’s new brand guidelines settings for Performance Max campaigns allow advertisers to customize branding elements like logos and colors.