Top 10 PPC expert columns of 2024 on Search Engine Land

Search Engine Land gives PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social, and display.

What follows are links to the 10 most-read, must-read Search Engine Land PPC columns of 2024 that were contributed by our fantastic group of subject matter experts.

10. Value-based bidding: Why it’s key to boosting your Google Ads

Discover how this bid strategy can optimize your Google Ads campaigns for the most valuable actions and overall profitability. (By Sarah Stemen. Published Feb. 7.)

9. Mastering Performance Max using scripts

Learn to negate poor performers, track disapproved products and exclude spammy placements with Google Ads scripts. (By Nils Rooijmans. Published Sept. 20.)

8. Google is hiding search data from advertisers and profiting

Here’s how it affects your ad campaigns and what you can do to optimize performance despite limited visibility. (By Mark Meyerson. Published Sept. 10.)

7. Google Ads for lead gen: 9 tips to scale low-spending campaigns

Looking to elevate your Google Ads lead gen efforts? Here are nine levers that can boost your PPC campaigns toward significant growth. (By Menachem Ani. Published Jan. 10.)

6. The Performance Max playbook: Best practices and emerging tactics for 2024

Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking. (By Navah Hopkins. Published April 11.)

5. What Google’s query matching update means for future PPC campaigns

Learn about Google Ads’ latest improvements to query matching and brand controls and what it indicates about how keywords will evolve. (By Menachem Ani. Published July 10.)

4. 4 advanced GPT-4 capabilities to level up your PPC efforts

Leverage AI for PPC with improved prompts, data integration via plugins, custom GPTs, and API-enabled actions. (By Frederick Vallaeys. Published Feb. 1.)

3. ChatGPT for PPC: 17 strategic prompts you can use today

Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity and creativity. (By Amy Hebdon. Published Sept. 3.)

2. What 54 Google Ads experiments taught me about lead gen

Two years of experiments reveal key findings on the best-performing bid strategies, keyword match types, campaign settings and more. (By Mark Meyerson. Published Aug. 29.)

1. How to analyze Performance Max search terms insights for PPC success

Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here’s how to analyze it PPC optimization. (By Frederick Vallaeys. Published March 13.)