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:
YouTube is the most profitable platform for creators, survey shows
If your brand is looking to maximize its ROI on influencer marketing, data shows YouTube is the best place to focus right now.
U.S. paid search spend forecast to hit $110 billion in 2023
Within search, retail media networks (RMNs) are a rising star – it is projected to be near $30 billion in spending this year.
Meta starts refunding advertisers for overspending glitch
Meta blamed the April bug on an automated system. A month later, many advertisers are still waiting for their refunds.
Meta advertisers will soon get access to generative AI tools
Meta's AI Sandbox will let advertisers generate text and background images, as well as adjust the sizes of creative assets.
How to set your Facebook and Instagram advertising budgets for maximum results
Here's what to consider when setting budgets for your Facebook and Instagram ads, plus tips for testing and scaling your campaigns.
U.S. search ad revenue hit a record $84.4 billion in 2022
Search continues to account for the largest share of digital ad spending, with revenues up 7.8% year on year.
Twitter: Blue subscribers will now see ‘approximately’ 50% fewer ads
This only will apply to the For You and Following timelines. Twitter Blue now has just under 500,000 subscribers.
5 mobile B2B advertising mistakes and how to correct them
B2B advertising on mobile is distinct from its desktop counterpart. Address these persistent mistakes you might be making with B2B mobile ads.
Twitter’s top 500 advertisers could get free verification
As Twitter becomes more pay-to-play, it hurts smaller businesses and startups with limited followings and paid social advertising budgets.
Make sense of your marketing with the 101 Guide to Marketing Attribution
This comprehensive guide deep dives into the state of marketing attribution, why it's important, the types of attribution models, and more.
How to dial in your ad messaging in an automated marketing world
Automation has leveled much of the PPC playing field. Here's how to differentiate your paid search and social campaigns with great messaging.
‘Link in bio’ platforms: Which is best for SEO?
Some people treat link-in-bio pages as website replacements. But are they good for ranking in search engines? Find out here.
How to create an effective Facebook advertising campaign in 2023
Learn what changes affect marketers in the Facebook ads platform, how to set up a winning campaign, and tips for testing your ads.
Twitstorm timeline: The latest on Elon Musk’s Twitter 2.0
Elon Musk and Twitter continue to remain in the spotlight, for better or worse. Here is everything brands and marketers need to know.
TikTok, Facebook and beyond: Driving ROAS outside of Google and Microsoft
Turning to some of the newer social media and advertising platforms can help brands activate more full-funnel digital strategies.
PPC 2022 in review: Performance Max, Apple Search, chaos at Twitter, and more
If you thought it was going to be a dull year, you were wrong. Here’s a look at the most significant changes and most important PPC updates that happened in 2022.
Airbnb’s search marketing shift: Should advertisers follow suit?
With CPCs rising across performance media channels, is it worth following Airbnb's shift from PPC to brand marketing? Here's what to consider.
LinkedIn just released 3 new features for pages
The newsletter feature will help brands leverage first-party data while many platforms are becoming privacy-aware.
How brands and agencies are reacting to Elon Musk’s radical changes at Twitter
As brand safety risks increase, some advertisers are waiting to see whether Twitter will be a respected platform or a free-for-all hellscape.
Meta to sell Giphy, by order of UK competition watchdog
There is no word on when the sale will take effect, but Meta has agreed to sell the library in its entirety.
Sponsored White Papers & Webinars
The B2B Social Marketer’s Guide to Connected TV
Use the skills you already have to set up and succeed on the TV screen.
Meta rolls out Branded Content on Reels
Creators that comply with Meta's partner monetization policies will have access to create Branded Content in organic Reels.
3 TikTok LIVE features, updates, and policies
The new features will hopefully make the LIVE feature a safer place for creators, brands, and users.
Facebook has rolled out a new Pages experience
Facebook pages are here to stay. Businesses should take advantage of all they have to offer by making the most out of the new layout experience.
LinkedIn matched audiences: How to get started
Learn what you can do with LinkedIn matched audiences, how to set up lists, and tips for incorporating them into your campaigns.
TikTok releases Photo Mode and 7 new editing tools
The new editing and photo tools give creators more freedom over the content they post. But the updates aren't quite original.
Facebook offers new ways to customize your feed
Facebook is trying to give users a better experience by letting them have more control over the content shown in their feeds.
Twitter has created 2 new video features
The two new features put video at the forefront of how users engage with new and interesting content.
TikTok video descriptions now have a 2,200 character limit
TikTok tells users that adding longer descriptions makes them more likely to show in people's "For You" pages.
TikTok will start banning political campaign fundraising
A verified account, indicated by a blue checkmark, means the platform has confirmed the ownership of the account.
How Twitter uses Signals to help you discover more content, creators, and accounts
New Tweet recommendations can be a great tool for discovering and connecting with new acocunts. But sometimes they just get it wrong.
11 tips for using social to become an authority in your niche
Don't wait for Google to tell you to be helpful. Here's how to create authoritative "people-first" social media content for your brand.
Instagram is testing a “Gifts” monetization feature for creators
The new creator monetization tool could replace Meta's $1 Billion creator fund that's set to end this year.
YouTube is testing new search and engagement insights for Creator Studio
YouTube will now provide users with even deeper insights into what audiences are watching in relation to both your content and broadly.
TikTok adds additional regional trend insights
The new tool helps advertisers plan and create campaigns around trends, interests, audiences and how they connect with brands.
Instagram is cutting back on its shopping features
Instagram seems to be going through an identity crisis as it shifts from a photo-sharing platform to shopping, and now focusing more on video.
Google Business Profile guidelines updated to include products
Product listings on Google Business Profile give advertisers and retailers a new way to promote in-store items.
Instagram is testing 2 new ways to control your feed
With new ways to hide posts, brands will need to rethink what types of content they publish if they expect to remain in front of users.
Twitter is testing a new “Tweet Tiles” display for publisher links
The new Tweet formats are an attempt to get more users to click and engage with posts by giving them a more colorful, visual look.
Twitter now has podcasts
Twitter introduced the new redesign yesterday as a way to give listeners more opportunities to connect with podcast creators.