Get organized: PPC ad campaign structure in a changing world
Industry experts share actionable insights and recommendations for structuring and managing your PPC campaigns.
Topic: Pay-per-click
How to harness DSA wins in Performance Max
Dynamic search ads appear to be phased out in favor of Performance Max campaigns. Here's what this transition might mean for advertisers.
5 tips for handling client and stakeholder requests for PPC projects
Stay in control of your paid media projects while fostering successful relationships. Learn how to manage PPC requests effectively.
5 tips for effective PPC bidding on a budget
Looking to maximize your ROI and drive growth with PPC on a limited budget? Learn how to make the most of your ad spend with these tips.
7 PPC planning tips when entering a new geographic market
Following these suggestions can help you tailor your PPC efforts toward a region new to your brand.
How non-retail advertisers can embrace value-based bidding in Google Ads
Here's what non-retail advertisers can do to embrace value-based bidding in Google Ads and how to make it work for your business.
Do your SEO and PPC teams need upskilling or reskilling?
Marketers who don’t upskill or reskill in this new era of search will discover their competitors are two steps ahead.
A PPC marketer’s guide to retail media
Advertisers are walked through everything they need to know about retail marketing – including the industry's third big wave.
GA4 gives marketers choice in Google Ads conversion credit eligibility
Advertisers can now identify which channel contributes to a conversion, helping them to better measure the impact of their campaigns.
Microsoft rolls out predictive targeting to all advertisers
Following a successful pilot, all advertisers can now use predictive targeting in their campaigns on the Microsoft Audience Network.
3 simple PPC optimizations you may have overlooked
Not every optimization needs to be a weeks-long project. Here are three simple ways to optimize your PPC accounts.
Optimizing your Google Ads account: 10 advanced strategies
Here are 10 top tips for enhancing optimization that could help your Google Ads campaigns achieve huge results.
Elevate your PPC with ChatGPT: The art of asking disconfirming questions
Asking disconfirming questions can lead to more valuable generative AI responses. Here's how to use them to improve your PPC efforts.
Google Marketing Live 2023: Reactions from the experts
PPC experts at SMX discussed how advertisers can not only prepare for the AI revolution but thrive as the industry prepares for big changes.
TikTok launches new AI ad script generator
TikTok launched its Script Generator feature – a free tool that provides advertisers with script ideas in seconds.
How to use SEO education for stakeholder management
Whatever level of training you can give your stakeholders, the more buy-in to your SEO ideas and processes you’ll get. Here are 10 tips.
How better landing page experience and ad relevance can boost your Google Ads performance
These findings show why testing and improving your landing page experience and ad relevance scores matter when running paid search campaigns.
Top 10 insights for SEO and PPC success in China
Running SEO and PPC campaigns in China is no easy task. But with these insights, you can substantially enhance your chances of success.
4 Google Ads Custom Columns you need to use – and why
Here's how to use Custom Columns for surfacing trends and insights and answering your most important Google Ads account-related questions.
Meet the New SearchBot
Smarter. Sharper. Made for search pros. Welcome to the all-new SearchBot, your go-to AI copilot for everything in search marketing. Powered by ChatGPT-4o and trained on the full archive of Search Engine Land, SearchBot helps you plan, optimize, and execute search strategies faster—with greater confidence. Whether you’re managing SEO, fine-tuning a PPC campaign, writing high-converting […]
How to convince leadership why they can’t ignore SEO
Struggling to get buy-in for your SEO efforts? Here are four things you can do to help leadership understand the value of investing in SEO.
20% of CMOs to invest less in paid search, SEO this year
74% of CMOs plan to increase or maintain their PPC investment. That number is 80% on the SEO side, a new Gartner survey finds.
How to optimize your Google Ads’ post-click content
How can you further optimize your Google Ads program once everything is humming along smoothly? Start by looking at your post-click content.
Search ad conversion rates down, cost per lead up in 2023
While CPCs increased, a drop in conversion rates resulted in higher CPLs in the 23 industries analyzed in this report.
7 important YouTube Ads lessons you need to learn
Trying to figure out why your YouTube Ads results aren’t better? Here are key lessons from years of running video campaigns.
Your guide to Google Ads keyword terminology
Improve your PPC targeting strategy by understanding the differences in keyword terminology and match type functionality.
Roku streaming collaboration and 5 other Microsoft Ads updates for May
The new advancements include Roku collaboration, streamlined video management, code-free conversion goals, and expanded language support.
How to uncover the root cause of PPC performance changes
Here's how PPC managers can embrace root cause analysis to mitigate performance issues and get things back on track.
Is click-through rate a valuable SEO metric?
While CTR is not a confirmed ranking factor, it is still useful for tracking organic search performance and improving SEO campaigns.
7 proven methods to explain the value of SEO
Reporting on these seven metrics and providing proper context can increase SEO's perceived value to your stakeholders.
How to glean insights from impression share to boost PPC performance
Impression share metrics let you identify meaningful optimizations for your paid search campaigns. Here's how to calculate them at scale.
How to think about brand exclusions for Performance Max
Thinking of excluding branded queries from your Performance Max campaigns? Here's when brand exclusions make sense and when they don't.
5 tips for creating a high-converting PPC landing page
Achieve fast gains – think: sales, higher profitability, stronger campaign results – by increasing your landing page conversion rates.
Quality score in paid search: Vanity or valuable?
While quality score is not the be-all and end-all of PPC, search marketers can still use it for optimizing campaigns. Here's how.
Microsoft Advertising professional service ads go global, broad match modifier changes rolling out and more
All broad match modifier keywords for search ads will now serve as broad match keywords instead of phrase match, Microsoft announced.
What ChatGPT means for your search campaigns
Why next-generation AI is essential to a competitive search strategy.
How paid placements will evolve alongside AI-powered search
Paid search will remain relevant, but advertisers must adjust their strategies to reach their targets in this new era of search. Here's how.
4 new rules for PPC ad creative
Aside from audience targeting and bid optimization, here's how advertisers can leverage machine learning to enhance the creative process.
Manual CPC campaigns on the Microsoft Audience Network will be transitioning to Enhanced CPC
Microsoft will automatically adjust your bids in real-time to increase your chances for a conversion.
This day in search marketing history: March 27
Google research finds a #1 organic ranking can still benefit from PPC, plus: RIP Blekko, authorship, Google robots.txt generator and more.