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:
Google launches special Black Friday, Cyber Monday deals ad unit
Here's how you can join Google's experiment to show offers at the top of the search results for Black Friday and Cyber Monday deals.
4 new search metrics in Google Ads to give you what you really wanted out of average position
Average position is an often-used, often-misunderstood metric. Contributor and Googler Matt Lawson talks through what Google’s new metrics do that average position can’t.
Timeline: The long, slow death of Exact Match in Google Ads
You might think that with a name like “Exact Match,” the functionality of this PPC match type would be easy to understand. Well, you’d be wrong. Follow along on our timeline to see how the search giant has evolved its offering over time. On each item, click on the title to get the details of […]
Bing Ads’ Competition Tab offers new insights, recommendations
Now rolled out globally, advertisers can access deeper Auction Insights and machine learning-powered recommendations.
Can you trust website design best practices?
You have to test every proposed change to your website to see what actually works for your business and your audience. Without good testing, your website is just a collection of guesses.
With Google’s exact match change rolled out, here’s what advertisers are seeing
What's the impact so far? Are advertisers rethinking campaign structure and management?
IAB: Mobile drove paid search growth in first-half of 2018, desktop revenue flat
Mobile search revenue grew to $13.5B, desktop search was $9.3B.
When exact match isn’t exact anymore: A script to regain control
Contributor Daniel Gilbert shares a script to exactly manage which keywords to bid on and where they appear.
Google now shows Seller Ratings by country, changes eligibility requirements
Businesses must have 100 reviews per country to be eligible for Seller Rating.
Improve paid search results through routine, scheduled maintenance
Just as you schedule campaigns, creating a cadence to evaluate channel strategies is vital to improving paid search results.
Google testing YouTube movie trailer videos in ads on Google.com
The videos appear in a carousel ad unit.
PPC toolkit expands with Bing Ads Scripts’ cross-account operations
Columnist Frederick Vallaeys offers code samples for sending email and creating virtual labels with JSON to fill in some missing pieces.
3 differences between Bing Ads Scripts and Google Scripts you need to know
There are key differences in functionality but an automatic 'search and replace' edit feature is a time-saver with the new Scripts API.
Bing Ads Scripts are rolling out in beta
Like Google Ads Scripts, the new Bing Ads Scripts can be used to apply multiple changes or monitor performance across accounts and campaigns.
Google Ads intros new ad position metrics
Four new metrics provide better indications of where your ads appear on the search results pages.
SearchCap: Go Vote, Bing crawler, Bing Ads targets & Google local reviews
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Bing Ads launches Performance Targets to track goals across campaign groupsNov 6, 2018 by Ginny Marvin Monitor how campaigns are performing against shared performance targets in the Bing Ads UI. Verdict […]
Bing Ads launches Performance Targets to track goals across campaign groups
Monitor how campaigns are performing against shared performance targets in the Bing Ads UI.
Election 2018: Social media trolls, Google touts search, video ads get ugly
Gone are the days when the internet was simply a tool to learn more about candidates and issues.
Spend less and get more with SEM targeting
During SMX East, Frederick Vallaeys, Justin Freid and Jon Kagan focused on match types, making targeting exclusions and audience intent to help advertisers find efficiencies.
Bing Ads now offers the ability to create recurring IOs
Recurring insertion orders are designed to streamline the IO process.
How to boost search rankings using only your internal linking strategy
Three examples of site architecture modifications that offer big SEO gains in digital marketing.
How to navigate Amazon’s sponsored brand ads updates
How have Amazon's changes to sponsored brand ads affected performance, and how should marketers adjust their strategies? Read on to find out.
Expert testing strategies for both low and high volume PPC accounts
Testing takes strategy no matter the account size, but low and high volume accounts have different needs. Amalia Fowler and Aaron Levy discussed testing from both perspectives at SMX East.
Tips to be more productive in Google Ads, Bing Ads interfaces
Julie Friedman Bacchini and Ted Ives shared their advice at SMX East.
Link building tool roundup: Site crawlers
Link building is hard work! Here's how to utilize site crawling tools to make sure your effort pays off.
Advertisers shifting budget from search to Amazon
A recent survey of advertisers suggests that many are spending more on Amazon at the expense of traditional search.
80% of Amazon advertisers plan to increase budgets in 2019
Our survey indicates 44 percent of Amazon advertisers plan to add automation tools for campaign management in the coming year.
Google Ads announces new click-to-message ad features and store visits updates
The features, aimed at helping advertisers "work smarter and exceed your omnichannel goals," were announced at SMX East.
Bing exec: Microsoft’s AI is giving it the ‘right to innovate’
But as the company’s machine learning makes it easier for marketers, ethical concerns and human input aren't being ignored.
Google responds to large ad fraud operation that utilized more than 125 Android apps
The company says the operation affected less than $10M in ad spend and deploys new tactics to fight it.
SearchCap: Bing Search Ads with LinkedIn data, Google cache bug resolved & cross channel attribution
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google fixes the cache 404 issue with mobile-first indexingOct 23, 2018 by Barry Schwartz After several months, Google has fixed the bug that caused the cache page to fail to load. […]
Marketers can now use LinkedIn category data for targeting through Bing search
Advertisers can leverage the data across text ads, shopping and most Bing search products available in the U.S.
Implementing full-scale cross-channel attribution for enterprise companies
Attribution: it's worth the trouble. Here are your options and everything you should consider when making this big decision.
Apple search ads expected to generate $2 billion in revenue by 2020
The ad units are on track to bring in $500 million by the end of this year, according to an industry analyst.
Bing Ads changes when conversions are reported
The change applies to conversion and assist reporting.
SEO agencies – Important questions to ask before choosing one
Have you ever had a negative experience using a search engine optimization agency? If so, you are by no means alone. It seems like just about every business owner has heard SEO horror stories or has one themselves. This article is not an exposé of bad agencies, nor is it to “name and shame” any […]
Google Ads Report Editor gets two new landing page reports
New columns are available with an update to what was the final URL report.
Google updates Shopping Insights for product search data and trends
Marketers and retailers can get more comparative brand data with the latest update.
From funnel to flywheel
If you’re like most marketers, you could name the basic parts of the sales funnel in your sleep: Awareness, Interest, Evaluation, Decision, and Purchase. Of course, businesses have tweaked the model over the years, adding extra steps and so forth, but the basic premise has remained the same. But there is one problem with the […]
YouTube now counts ‘engagement’ for YouTube for action ads at 10 seconds, not 30
Google says the new attribution will better reflect the role of video in the customer journey.