Paid social
Search Engine Land is your source for paid social media marketing news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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Dig deeper into social media marketing:
How to beat audience saturation in PPC: KPIs, methodology and case studies
Audience saturation can crush campaign performance. Learn to monitor it proactively, refresh strategies, and maximize engagement.
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.
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.
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.
Reddit introduces AI-powered keyword targeting features
Reddit's new Keyword Targeting feature aims to help you reach highly engaged audiences within relevant conversation.
LinkedIn Message Ads: Everything you need to know
Dive into the benefits, setup process and tips for running effective LinkedIn Message Ads that convert your leads into valuable connections.
4 Reddit ad formats you need to know
Learn how to use Promoted Posts, Free-form ads, Takeovers and more to connect with a high-value audience across 100,000+ communities.
Facebook Ads 2024 data: Clicks and conversions up, costs down
Facebook's stable ad performance and improving metrics offer advertisers a cost-effective and reliable platform to reach engaged audience.
Pinterest explores publisher partnerships to boost ad sales
Pinterest is testing a new program that allows news outlets and publishers to sell ads on its platform using an auction system.
Reddit launches Lead Generation Ads
Lead Generation Ads let you capture leads directly on Reddit, potentially improving conversion rates across various industries.
Survey: User satisfaction with Google grows in 2024
Google's push into AI-driven search doesn't seem to have hurt customer satisfaction. Meanwhile, ads are problematic for social media users.
Meta expands overlay ads to Instagram Reels
Meta is offering advertisers new ways to reach engaged audiences with banner-style ads during short-form video playback on Instagram Reels.
Meta adds custom offers to Instagram ad CTAs
Meta's new feature allows advertisers to showcase offer details like discounts directly on Instagram ad call-to-action buttons.
Report: LinkedIn’s AI ad tool to launch globally this fall
Accelerate can slash campaign creation time from 15 hours to 5 minutes while delivering improved performance on LinkedIn.
Meta’s ad attribution update gives clearer view of conversions
Meta advertisers can now differentiate between all conversions and first-time conversions, addressing inflated performance metrics concerns.
Apple expands 30% fee on Facebook and Instagram ads globally
Apple is expanding its 30% fee on Facebook and Instagram ad purchases made through iOS devices to advertisers worldwide, starting July 1.
Meta unveils AI chatbots and business messaging tools
Meta introduced a suite of new AI-powered solutions including AI chatbots on Messenger, paid marketing messages on Messenger and more.
Reddit unveils new Conversation Ads
Reddit announces a major revision to its conversation page ads, including a new premium ad placement within discussion threads.
Pinterest launches AI ad tools
Pinterest is rolling out new AI-powered ad tools and measurement partnerships to drive better performance and brand safety for advertisers.
LinkedIn drops user targeting based on Groups data
LinkedIn has stopped allowing advertisers to target users in Europe based on Groups data to comply with the EU's Digital Services Act.
Snapchat outlines Three Es for advanced marketing measurement
Snapchat explains how Execution, Experimentation and Evaluation help brands track campaign performance in a privacy-compliant manner.
Reddit eyes potential in search ads following Google traffic gains
Reddit sees advertising against over 1 billion monthly user searches as an untapped high-intent monetization opportunity.
Meta launches AI-powered ad creativity tools
Meta unveiled generative AI features – images and text – to help advertisers automate parts of ad creation.
The future of search is social
Learn how a strategic approach to social media can help brands drive significant bottom-line results
Reddit introduces Dynamic Product Ads
Now available in public beta, Reddit Dynamic Product Ads aim to connect users with products they are looking for or may be interested in.
LinkedIn advertising: A comprehensive guide
Maximize your B2B marketing impact with LinkedIn advertising. Learn to target your ideal audience and optimize campaigns for maximum ROI.
Google Demand Gen advertisers get generative image tools
Advertisers can generate original campaign assets in just a few clicks while maintaining full control over what images are used.
TikTok testing virtual influencers for video ads
AI-powered virtual influencers will be able to compete with real human influencers for profitable advertising deals on TikTok.
TikTok launches enhanced ad placement controls
Category Exclusion and Vertical Sensitivity controls have been rolled out to give brands more say over where their ads appear.
Google testing People Also Consider label on branded search ads
Advertisers are concerned that Google is planning to force brands into entering competitor ad auctions.
Meta advertisers claim sales are down and costs are up due to glitchy automated system
Advertisers claim that ongoing issues with Meta's algorithm are significantly impacting campaign performance across its platforms.
Google updates Merchant Center product data specifications
The changes for 2024 have been designed to boost the quality of product information in both paid and organic Shopping listings.
4 YouTube Shopping updates, including Collections and Affiliate Hub
The platform is introducing new features and capabilities to offer creators fresh ways to enhance conversions and efficiency.
Google and world’s largest ad group announce landmark AI collaboration
The groundbreaking partnership implies Google's robots could begin creating ads for world-leading brands like Coca-Cola.
LinkedIn’s most effective posting strategies unveiled by new study
Researchers have identified the type of content that generates the most engagement, shares and impressions.
Google’s potential HubSpot deal likely to spark fresh antitrust scrutiny
Both Google and HubSpot may find themselves defending the proposed deal against antitrust watchdogs in court, should it proceed.
Google explains why Ad Strength is ‘so important’ as it addresses industry concerns
Here's the role Ad Strength should really play when it comes to building your Google Ads campaigns.
Google ‘considering Hubspot acquisition’
The search engine is reportedly in discussions with Morgan Stanley regarding a potential offer, but no offer has yet been made.
Google to start issuing Display & Video 360 linking recommendations
When Google identifies an unlinked DV360 advertiser, it will recommend linking it to Google Analytics.
PPC Survey: AI a top priority but causing concern, trust in Google Ads down
A new survey gives us a detailed look at what PPC experts are most worried about and how they feel about different platforms and features.