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 fixes supplemental feed limitation in Merchant Center Next
Google Merchant Center Next now allows merchants to use pre-existing Google Sheets as supplemental feeds.
Google adds segmentation to Performance Max Asset Groups
Google Ads now offers a "segment" option for Pmax Asset Group performance, enhancing optimization potential for campaign performance.
LinkedIn rolls out post boosting for Lead Generation
LinkedIn's new post-boosting feature for Lead Generation allows businesses to turn organic posts into targeted ads.
Google pilots Business Links to boost Search Ad engagement
Business Links is a new asset type that uses customizable, AI-enhanced headlines to target varied customer intents within a single search ad.
Google rep’s unauthorized ad changes spark advertiser concerns
Google's Ginny Marvin admits approval processes weren't followed, highlighting transparency concerns and a need for closer oversight.
How to identify untapped opportunities in PPC
Optimize your PPC efforts beyond efficiency. Explore new channels, test campaign types and unlock growth opportunities in your campaigns.
Google’s Auction Insights: Bridging the visibility gap
Get visibility into hidden search terms and the insights needed to optimize your ad spend.
18 creative ways to cut your cost-per-click
Reduce your cost-per-click by improving targeting, enhancing landing page performance and leveraging AI tools.
Google Ad spend grows despite AI changes
Search and shopping ads and PMax adoption remain strong as well as stable CPC growth, according to a new Tinuiti report.
How to implement a PPC campaign
This step-by-step PPC guide covers everything from campaign setup to ad groups, keywords and essential settings to get started successfully.
Google tests new AI tool for large advertisers
The Search Bidding Exploration tool could help advertisers using tROAS bidding and broad match keywords in unlimited budget campaigns.
Google upgrades Call Ads to Responsive Search Ads format
You can now leverage enhanced ad flexibility and improved asset management with Google's new responsive search ad format.
Amazon non-endemic ads: Winning strategies for service-based businesses
Learn powerful ways to target audiences using Prime Video, Alexa and shopping data, driving quality leads and growing brand visibility.
Inbound or outbound? What 1,000 consumers reveal about search, social and AI
Learn how consumer habits impact inbound vs. outbound marketing, plus the value of SEO, social media and AI in driving conversions.
YouTube adds channel-level ad category blocking controls
Channel-level ad blocking controls gives creators greater control over the types of ads displayed on their content.
How to develop PPC testing strategies
Learn how to get started with PPC testing, which elements to test and ideas to implement for your search, shopping and video campaigns.
Meta adds ‘automatic adjustments’ to ad accounts, raising concerns
Meta's 'automatic adjustments' allows its system to make campaign changes without explicit advertiser consent.
Google tests video-enabled shopping ads in search results
Letting users watch product videos within Google's search results could increase ad engagement but decrease traffic to landing pages.
Google expands Travel Feeds in Search Ads
Google's expansion of Travel Feeds in Search Ads lets you display dynamic, real-time data such as prices and availability.
Google Ads unveils Page-specific Assets for Performance Max
Google Ads update lets you generate tailored creative content aligned with specific webpages, enhancing ad relevance and performance.
Search Engine Land Awards 2024: And the winners are…
Here are all the individuals, agencies and in-house teams who have earned Search Engine Land awards for excellence in SEO in PPC in 2024.
Google to pause US election ads after polls close on November 5th
Google's temporary post-election ad restrictions could significantly affect political campaigns' ability to share election-related messaging.
How to analyze PPC performance metrics
Learn how to effectively interpret PPC metrics to align advertising performance with business objectives and unlock growth opportunities.
Google shakes up ad auction dynamics for holiday shopping
Google is changing how PMax and Standard Shopping campaigns compete, requiring advertisers to adjust strategies during this holiday shopping season.
Google shakes up leadership, Raghavan becomes Chief Technologist
This reshuffle, announced by CEO Pichai, signals a strategic shift in AI and ads, with head of Search and ads, Prabhakar Raghavan moving to Chief Technologist.
Google’s Local Services Ads feature raises cost concerns
The "Request Competitive Quotes" button in Google Local Services Ads is cause for concern due to potential hidden costs and a lack of clarity.
7 reasons you can’t rely on third-party cookies
Cookie-reliant measurement is falling short. It's time to diversify your marketing strategy for more accurate attribution and insights.
Google Ads API v18 launches with new features for developers
Google Ads API v18 introduces enhanced tools and features that give advertisers more control over campaign optimization and performance tracking.
Google simplifies Video ad testing with new experiment tool
Google's new Video ad experiment tool simplifies A/B testing, allowing advertisers to easily test creative variations and quickly gather results.
LinkedIn expands video ad options and enhances automated campaigns
LinkedIn expands its ad offerings with new video options and enhanced automated campaigns, streamlining the ad creation process for marketers.
YouTube’s triple threat: Mastering Feed, Shorts and Skippable ads
Learn how top brands leverage these YouTube advertising placements for maximum engagement and conversions.
Semrush acquires Search Engine Land
Leading SaaS platform Semrush acquired Search Engine Land, SMX and all of our sibling publications.
Google testing expandable product ads carousal
Google is testing expandable ads which could change how users interact with ads and impact advertiser strategies for visibility and engagement.
Google AdMob updates privacy terms as more U.S. state laws take effect
New state privacy laws in 2025 may increase Restricted Data Processing traffic on Google AdMob, impacting ad targeting and performance for advertisers.
Google unveils AI-powered Google Shopping overhaul
The new AI-powered Google Shopping update comes with features like dynamic filters, virtual try-ons and personalized homefeeds and deals.
Should your early-stage start-up invest in SEO? 4 questions to address
Choosing between SEO and PPC? Assess your startup’s needs with these key questions and make the right choice for driving early growth.
Google cracks down on ad policy violators with harsh new penalties
Upcoming third-party policy update enforces severe penalties for significant violations, including immediate account suspension
Google Ads announces 11-year data retention policy
Google Ads is implementing a new data retention policy effective Nov. 13, which could impact long-term trend analysis and ad reporting.
Reddit introduces AI-powered keyword targeting features
Reddit's new Keyword Targeting feature aims to help you reach highly engaged audiences within relevant conversation.
Search Engine Land Awards 2024: Complete finalists list
We're excited to announce the nominations for this year's Search Engine Land Awards. Winners will be announced Oct. 21.