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 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.
How a Google breakup could change the PPC industry
With Google’s adtech antitrust trial, the future of paid search hangs in the balance. Here’s what it means for PPC marketers and advertisers.
Google Ads relaxes personalization rules for social casino game apps
Google will allow personalization for social casino game app campaigns, excluding them from the gambling-related restrictions.
Google adds ad inventory curation, programmatic tools for agencies
Google's curation tool and streamlined programmatic workflows, aim to simplify media buying by enhancing inventory discovery and performance tracking.
Microsoft expands Copilot AI-powered advertising capabilities
Microsoft introduces streamlined ad experience and performance snapshot to Copilot, expanded video ad tools, and simplified shopping campaign management.
How does AI work in PPC?
From smarter targeting to automated reporting, learn ways AI can improve the efficiency, effectiveness and ROI in your paid search campaigns.
Google AdMob launches new controls for high-engagement mobile ads
AdMob’s new app-level setting offers more control over ad experience and performance, though the default opt-in signals.
Google Ads Optimization Score now reveals specific competitor impacts
Opti Score now highlights competitive pressures affecting impression share which may encourage increased spending to compete with rivals.
Maximizing your B2B paid media ROI with alternative platforms
Reach your B2B audience in unexpected places. Use Reddit, YouTube and TikTok for paid media campaigns that drive real results.
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.