PPC
Search Engine Land is your source for PPC 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.
Don’t miss out! Get the Search Engine Land newsletter delivered daily to your inbox. Subscribe for free!
Dig deeper into PPC:
LinkedIn shrinks link previews for organic posts
Sponsored posts will still display larger preview images, but organic posts with third-party links are now much smaller.
Google to honor new privacy laws and user opt-outs
Google is enabling Restricted Data Processing and honoring user opt-outs via Global Privacy Controls signals in light of new state laws.
Lead gen vs. ecommerce: How to tailor your PPC strategies for success
Understand the unique dynamics of PPC campaigns for lead gen vs. ecommerce, plus how to combat lead fraud, monitor micro KPIs and more.
Google adds opt-in for Video Enhancements for ads
You can now opt into Google's new video enhancements tool that uses AI to automatically generate multiple video formats.
4 ways to check your website’s Google consent mode setup
Stay compliant with Google's consent mode v2 requirements. Here's how to verify your consent configuration across Google Ads, GA4 and more.
PayPal launching ad network fueled by user purchase data
PayPal plans to offer personalized promotions and advertising, targeting its approximately 400 million users.
A guide to ad variations in Google Ads
Learn to set up clean A/B tests using Google Ads' ad variations feature and get ideas for high-impact tests to run.
3 common B2B SEO mistakes sabotaging cost per lead
Be careful not to ONLY rely on paid media in B2B. Here's why SEO and content can reduce CPLs years from now.
How to build a better remote team at your digital marketing agency
Learn how a personality strength assessment tool can help you identify team members' strengths and drive greater success.
Your guide to Google Analytics 4 attribution
Understand how attribution in GA4 works – session, user, and event scopes, modeled and blended data, and much more.
Google AI Overviews under fire for giving dangerous and wrong answers
Your Money, Your Life seems to not apply to AI Overviews. Google advises users to run with scissors, cook with glue and eat rocks.
TikTok debuts AI-powered ad automation tools
The AI-powered ad tools and automation capabilities will help brands with centralizing ad creative and measurement, scriptwriting, and more.
Amazon: AI-powered ‘Performance+’ ads offer 30-90% lower CPAs
Amazon Performance+ automates campaign management and optimization to drive lower cost-per-acquisition based on predicted conversion rates.
Broad vs. deep expertise: How to decide which is right for you
Should you develop broad or deep subject matter expertise? Here are five tips to help you make the best decision.
Advertisers react to ‘underwhelming’ Google Marketing Live 2024
Here are some of the reactions from PPC experts following the many updates announced at Google Marketing Live 2024.
Google Ads VP dodges questions on AI Search impact to publishers
Google's Shashi Thakur tells us that users love AI Overviews and click on links. But he has no stats to share at this moment to prove that.
How to use the new customer acquisition goal in Google Ads
Find out how to leverage the feature effectively through thoughtful audience segmentation and campaign setup.
Google Marketing Live 2024: Everything you need to know
From creative updates, to immersive shopping ads, to new reporting, here's a recap of all the AI updates from Google's annual event.
Google tests AI-powered ads for complex purchases
Google AI will provide personalized recommendations and advice before connecting them with advertisers' websites to complete a transaction.
Google PMax upgrade allows mass AI creative asset production
Rapidly produce high-quality Performance Max creative assets at scale incorporating brand-specific fonts, colors and imagery.
Google rolls out immersive, AI-powered Shopping Ads
Google introduces video-powered search ads, expanded virtual try-on for apparel and 3D shoe spins to assist with complex shopping decisions.
Google visual storytelling advances for YouTube, Discover, Gmail
Google expands visually immersive ad formats across YouTube, Discover, and Gmail, including new YouTube Shorts ad formats.
Google starts testing ads in AI overviews
Existing Search, Performance Max and Shopping campaigns will be automatically eligible to appear in Google's AI Overviews.
Google’s first-party data unification Ads Data Manager available to all
Google advertisers can centralize and activate first-party data for more effective AI-powered campaigns via its Ads Data Manager tool.
Google gives merchants new brand profiles, AI branding tools
Visual brand profiles and new AI tools on search can now help showcase on brand merchant imagery, videos and promotions.
Ex-Googler: Google’s AI projects are driven by ‘stone cold panic’
Google is afraid of being left behind and thinks the solution is to put AI in everything, a former Google says.
Why advertisers can no longer trust Google
Trust in Google has absolutely collapsed in the wake of revelations from the DOJ antitrust trial. Eleven advertisers told us why.
TikTok now testing 60-minute video uploads
We may soon know whether TikTok users actually want hour-long videos. Could this lead to more advertising?
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.
Google AI Overviews: More searches, less satisfaction
What happens when you let Google do the Googling for you, but Google can't find what Google is Googling for on Google?
Netflix ads tier hits 40 million subscribers
Netflix also has plans for an in-house advertising platform and is now partnering with Google on ad sales and tech.
A better approach to B2B lead gen in 2024
Improve your B2B lead gen ROI by matching offers, ad channels and educational content to the user's awareness and intent level.
How entity-based strategies can contribute to PPC success
Incorporate entities into your PPC strategy to expand keyword lists, optimize for quality scores and uncover new audience segments.
Reddit appoints ex-Googler as first VP of Ads Product
Reddit hires ex-Google ads product leader Jyoti Vaidee as its first VP of Ads Product signalling the platform's increased focus on scaling its ads business.
Google RSAs in 2024: Everything you need to know
The latest updates and best practices for Google responsive search ads, from single-headline ads to campaign-level assets.
Google limits functionality of suspended ads accounts
Google is limiting actions to billing, appeals, security settings and account navigation for suspended Google Ads accounts starting in June 2024.
Ad format preferences land in Google Demand Gen campaigns
Ad format preference will give advertisers the choice to place their video assets across YouTube's in-stream, in-feed, and Shorts ad placements.
Search ad costs rise, conversion rates decline again in 2024
Search ad benchmark report finds advertisers are paying more for leads and clicks, while Google continues to report record profits.
Report: Alphabet still wants to acquire HubSpot
Acquisition discussions are reportedly progressing between Alphabet, Google's parent company, and HubSpot. No deal has yet been reached.
Google Shopping Ads get conversion annotations
Merchants can enable conversion annotations that showcase a product's popularity directly in Google Shopping ad listings.