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The Periodic Tables of PPC For nearly a decade, Search Engine Land’s Periodic Table of SEO has been a globally recognized tool for search professionals. Now, we are bringing this comprehensive, visual approach to the paid search landscape with the release of the Periodic Tables of PPC Paid search has become increasingly complex, with more campaign types, more ad formats, more targeting and optimization levers and, yes, more automation and machine learning. In fact, it’s become so expansive that we have broken the elements into two tables. In these tables and report, we focus exclusively on the intricacies of Search and Shopping campaign elements and do not delve into channels such as Display and Video. The Periodic Table of Essential PPC Elements encompasses structure, campaign types, ad formats, ad copy, bidding and targeting mechanisms. Part of what we wanted to achieve with this tool is an at-a-glance view of the influence of automation and machine learning on paid search. Each element is color-coded based on whether it is manual, automated, machine learning-driven or a blend of manual control and automation. We’ve also included the key calculations used in the auctions. The Periodic Table of PPC Optimization and Measurement covers all of the levers and tools available for optimizing and measuring performance as well as the quality and contextual signals the search engines use in the auction. The accompanying report also includes several additional assets and references, including the PPC “toxins” that can hurt your performance. As Google and Microsoft extend campaigns beyond the search results, we also provide you with a handy view of where your ads in these newer campaigns can appear. This magnum opus was created and edited by Ginny Marvin, our editor-in-chief, designed by Taylor Peterson, our deputy editor, with an advisory group comprising Henry Powderly, vice president of content, and Pamela Parker, senior editor and projects manager, content studio. While paid search marketing is an art, it is also a science. We hope this new tool serves as an essential reference for your experiments. 

Here are key changes to measurement, bidding, creative and more that PPC advertisers must make in 2024 to stay ahead of disruptions. Joseph Kerschbaum on January 19, 2024 at 9:00 am | Reading time: 6 minutes Major shifts in 2024 will disrupt the PPC industry. Third-party cookies will be retired, accelerating privacy-focused measurement. Meanwhile, automation through AI will transform campaign types, creative, and search engine results pages. This article outlines seven key areas to evolve your PPC advertising approach in 2024 so you’re better prepared for what’s ahead. 1. Evolve your measurement  The time is finally here. The deprecation of third-party cookies is imminent in 2024. Google Chrome is already restricting cookies for 1% of users, as noted in recent reports. Many advertisers have been putting off the heavy task of restructuring their measurement frameworks to be privacy-centric, but now is the time. There is no more waiting. Projections show that cookies will be retired around Q3 of this year. Advertisers need to establish new measurement practices right now. Developing these practices will require time. You’ll generally need at least two quarters to build and test new measurement frameworks, which might include: 2. Establish value-based bidding Once you have established privacy-safe measurement, you must revisit your value-based bidding strategies in your paid search program.  We have found that value-based bidding drives revenue and sales, which is now standard practice in our campaigns. If you need a system for tracking dynamic values and multiple actions, tracking these elements and parameters within your paid search campaigns will take some time.  Dig deeper: How non-retail advertisers can embrace value-based bidding in Google Ads 3. Experiment with broad match  Full disclosure: I have been skeptical of broad match for a long time. Historically, this match type would generate significant irrelevant traffic, and performance was usually poor. However, I have moderately changed my point of view over the past two years. With value-based bidding, unwieldy broad match can be moderately controlled. And this will be necessary to evolve paid search campaigns.  The search engine results page is evolving, which is why there is a push into broad match by Google and Microsoft. Search Generative Experience (SGE) will operate differently, so this needs to become a focus for advertisers. If you are not running on broad match right now, add it to your testing roadmap for 2024. However, I recommend reestablishing your measurement and structuring value-based bidding beforehand. Dig deeper: Google Ads broad match: What the data reveals for PPC marketers 4. Take control of Performance Max Google and Microsoft are placing their bets with Performance Max.  I could describe why this is the case, and it’s good for them but not always great for advertisers. However, this proverbial ship has sailed.  This is the direction Google and Microsoft are headed, and advertisers need to test and figure out how to make these blended campaigns work if possible. There are still many things that could be improved with Performance Max. Lack of transparency, lack of control, and the list goes on.  Additional control layers were added over the past 12 months, which is a good sign. Advertisers can now search themes for better targeting and other audience signals.  The recent changes in topic, placement, and keyword exclusions are heading in the right direction regarding advertiser control. Brand exclusion is a massive win, so Performance Max isn’t entirely propped up by brand search. We have seen positive results with Performance Max. We will continue to test it over the coming year to see how we can best bring creative strategy to these blended campaigns. There are still many shortcomings with this campaign type, but you would be remiss if you didn’t put your best foot forward to master it. I don’t endorse migrating your entire search budget to automated blended campaigns. But it’s always good to prepare for the direction of the industry, and if this is where we’re headed, you want to be included. Get the daily newsletter search marketers rely on.Business email addressSubscribe See terms. 5. Get familiar with Demand Gen We have been testing Demand Gen campaigns for the past quarter. The results are mixed, but I am intrigued and skeptical of the product. While it’s beneficial for paid search to deliver ads across the entire buyer journey, I still wonder if there is too much overlap between Demand Gen and Performance Max at placements. Both products target the same inventory but through different tactics. However, the best way to determine what works is through testing. That should also be your plan for 2024, since Discovery campaigns will transition to Demand Gen by the end of January. As measurement gets trickier and channels consolidate, paid search marketers must adapt. Challenges persist with limited control and visibility, making it tough to swim against the tide. Dig deeper: Google Demand Gen campaigns: Migration and best practices 6. Lean into generative AI creative Generative AI appears to be everywhere. And paid search is no different. Google introduced genAI for asset creation within Performance Max last year. I have not had a chance to use these tools, but they could be a game changer. We often want to test multiple add iterations and upload new videos and Performance Max, but there’s usually only so much creative bandwidth. Generative AI will allow you to generate personalized assets for the rest of your campaigns quickly. You can see a theme emerging in this article: this is the year of trying new things. The new asset-creation tools in Google Ads should be beneficial. Let’s try them together this year! Dig deeper: Why strong Google Ads creative is THE priority for advertisers 7. Sync paid and organic to navigate SGE Google added SGE on SERPs last year, and it will likely impact how users interact with search results. SGE appears above the organic listings, which can impact traffic from that source. Also, AI-generated content can display shopping ads and other paid placements. Advertisers must understand how their campaigns show on placements and content.  Too often, paid and organic teams need to collaborate more closely. This needs to change in the upcoming year.

Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now. Nicola Agius on January 19, 2024 at 9:45 am | Reading time: 14 minutes Looking to take the next step in your search marketing career? Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. Newest jobs in SEO, PPC and digital marketing International Growth Consultant, Digital Advertising Sales, Google (San Francisco, CA) Generative Search Specialist, Golden Hippo (Los Angeles, California) Manager, Paid Search – Marketplace Advertising Team, Walmart Connect (Hoboken, NJ) Associate Director, Paid Search, GroupM (New York, NY) Manager, SEO & Digital Content Strategy, Nasdaq·(Atlanta, GA) Sr. Specialist, SEO, Victoria’s Secret & Co (Reynoldsburg, OH) Paid Media Strategist (PPC), Rocket Clicks (Remote) Associate Director, SEO, Media Group (New York, NY) SEO Strategist, RicketyRoo (Remote) SEO Consultant, SearchLab Digital (Remote) More SEO jobs Director of Website & SEO, SimplePractice (Santa Monica, CA) Staff Product Designer – Search & SEO, eBay (San Francisco, CA) Sr. Staff Product Manager – SEO, Warner Bros. Discovery (Knoxville, TN) Senior Manager, SEO, SurveyMonkey (Remote) Technical SEO Lead, Shutterstock (New York, NY) Director, News Optimization, Yahoo News (Remote) Senior SEO Strategist, Message Lab (New York, NY) Senior Search Data Strategist, Botify (New York City, NY) SEO Team Lead, SagaPixel (Cherry Hill, NJ) Sr. SEO Manager, Accruent (Remote) SEO Account Manager, Clearscope (Remote) Manager, Digital Marketing – SEO, Ovative/group (Remote) Senior SEO & Content Manager, Newfold Digital (Remote) SEO Specialist, Perrill (Minnetonka, MN) SEO Specialist, Pure Visibility (Remote) Digital Marketing SEO Specialist, Monro, Inc (Remote) Associate, SEO, Tinuiti (Remote) SEO Editor, The Wall Street Journal (New York, NY) SEO Specialist, Consultwebs (Remote) Sr. SEO Specialist, Planet of the Vapes (Remote) More PPC jobs Head of Digital Advertising Platforms, The Washington Post (Washington, DC) Vice President Digital Marketing and Demand Generation, Equinix (Frisco, TX) Senior Vice President, Paid Search, Publicis Media (New York, NY) Growth Marketing and Analytics Lead, Wing (Palo Alto, CA) VP, Analytics, MRM (New York, NY) Senior Conversion Rate Optimization Manager, Justworks (New York, NY) Head of Paid Media, Amazon Games (Seattle, WA) Sr. Performance Media Manager, Adobe (San Francisco, CA) Director, Paid Media & Audience Growth, Warner Music Group (Los Angeles, CA) Paid Search Marketing Manager, Workday (San Francisco, CA) Ad Operations Specialist, Collectors (Santa Ana, CA) Paid Media Lead, Digital Activism, Patagonia (Ventura, CA) Web Manager, Tinuiti (Remote) Search Marketing Manager, KAYAK (Cambridge, MA) Paid Media Strategist, SmartBug Media (United States / Remote) Other SEM and digital marketing jobs Head of Growth Marketing, Notion (New York, NY) Director, SEM, LegalZoom (Glendale, CA) Director, Growth Marketing, Loop (Remote) Associate Manager, Online Marketing, Match (West Hollywood, CA) Marketing Manager, Display Advertising, Amazon (New York, NY) Are you looking to hire? You can submit your job listing details here for free. Please include: Note: We update this post weekly. So make sure to bookmark this page and check back.