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:
How to use negative keywords in PPC to maximize targeting and optimize ad spend
Improve your PPC performance with a strong negative keyword strategy. Learn insights to reduce wasted ad spend and target the right audience.
Yelp unveils AI features to streamline local business discovery
Yelp's AI-powered updates enhance ad optimization and lead management, helping businesses connect with high-intent customers.
How to build lead gen campaigns for B2B SMBs
Insights for crafting a targeted ad strategy, optimizing your channel mix and creating compelling offers to drive quality B2B leads.
Google details shopping annotations and badges for ads and free listings
Google’s new guide on Shopping annotations and badges outlines tools like "Price Drop" and "Free Shipping" that help products stand out and boost ad performance.
Global ad revenue to top $1 trillion, dominated by Google and Meta
The growing dominance of digital platforms is a signal for advertisers to adapt strategies and embrace AI to stay competitive in a rapidly evolving market.
How to measure YouTube ad success with KPIs for every marketing goal
Optimize your YouTube ad strategy by focusing on the right metrics to align with your marketing objectives and prove ROI.
Perplexity expands publisher ad revenue sharing program
Perplexity's expansion includes some major news outlets, though concerns over content use and transparency remain.
Google to launch new Dating and Companionship Ads policy
Advertisers will need to secure certification as Google enforces stricter rules for dating and companionship ads starting March 2025.
Easier consent management comes to Google Tag UI
Google offers seamless consent management integration in Google Tag UI. You can connect CMPs and configure settings without any coding.
Microsoft Advertising: A comprehensive guide
Microsoft Ads offers unique targeting, lower costs and fewer competitors. Learn how to harness its potential for B2B, ecommerce and more.
Google Analytics enhances remarketing with Customer Match integration
Google’ Customer Match update lets you use first-party data for more precise targeting and improved campaign performance.
How to improve PPC lead quality for B2B campaigns
Get actionable tips for qualifying B2B leads, optimizing paid media channels and using data integration to improve your PPC campaigns.
6 tips for successful ecommerce search campaigns
From labeling best practices to maximizing automated bidding, these tips will streamline your ecommerce advertising efforts.
Performance Max vs. Search campaigns: New data reveals substantial search term overlap
Is PMax cannibalizing your Search campaigns? Learn insights on overlap rates and campaign prioritization, plus strategies to maximize ROI.
8 tips to craft clear and impactful client communication
Enhance client engagement with these actionable tips for writing and designing effective agency reports and decks.
Google’s alleged adtech monopoly faces historic antitrust test
The DOJ and Google delivered closing arguments debating whether the tech giant’s ad-tech dominance stifles competition or drives innovation.
Google Ads Creative Studio to sunset in Q1 2025
Google urges advertisers to transition creative workflows to third-party partners or alternative tools by March.
Google faces £7 Billion UK class action over search monopoly
The class action lawsuit accused Google of abusing its search dominance to harm consumers and stifle competition.
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.