Paid social
Search Engine Land is your source for paid social media marketing 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.
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Threads FAQ: Everything marketers need to know
Threads has attracted a huge user base and is proving to be a serious Twitter alternative. Get up to speed in this explainer.
Digital advertising checklist: Your essential guide to launching successful campaigns
Unlock the secrets to launching successful campaigns with this beginner-friendly checklist, guiding you through audience definition, goal setting, channel selection, and more.
Google Ads launches new tool to help marketers connect with Gen Z
Gen Z is rapidly becoming one of the largest online consumer groups and so understanding what content engages them is crucial for advertisers.
8 Twitter alternatives marketers need to know about
Advertisers have been fleeing Twitter since Elon Musk took over – but where exactly are they flying off to?
Google rolls out brand restriction settings to all advertisers
Marketers can use the new restriction settings to take back control of their campaigns and where their ads appear.
YouTube Ads: Unlocking high impact at minimal cost
The secret to creating high-reach, low-cost environments and making your campaigns more effective lies within four specific variables.
Facebook lead gen ads: Instant forms vs. website conversions
Here's the difference between instant forms and website conversions, when to use each option, and how to set up Facebook lead gen ads.
LinkedIn to test video ads on streaming services
You could soon be able to run ads on video streaming services targeting LinkedIn's 930 million subscribers.
Twitter will start paying verified content creators in coming weeks, says Elon Musk
Elon Musk has confirmed plans to start paying Twitter' verified content creators for ads served in their replies – but there are conditions.
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.
Reddit launches new ad products to boost conversions
Reddit has launched Contextual Keyword Targeting and Product Ads, to help advertisers reach new and valuable audiences.
LinkedIn Ads rolling out generative AI, new ad formats
Here's a preview of what LinkedIn's AI Copy Suggestions will look like – plus In-Stream Video, Conversation and Thought Leader ads.
Twitter’s U.S. ad revenue drops 59%
Major advertisers have abandoned or reduced their spending on the platform. Can new Twitter CEO Linda Yaccarino turn things around?
YouTube is the most profitable platform for creators, survey shows
If your brand is looking to maximize its ROI on influencer marketing, data shows YouTube is the best place to focus right now.
U.S. paid search spend forecast to hit $110 billion in 2023
Within search, retail media networks (RMNs) are a rising star – it is projected to be near $30 billion in spending this year.
Meta starts refunding advertisers for overspending glitch
Meta blamed the April bug on an automated system. A month later, many advertisers are still waiting for their refunds.
Meta advertisers will soon get access to generative AI tools
Meta's AI Sandbox will let advertisers generate text and background images, as well as adjust the sizes of creative assets.
How to set your Facebook and Instagram advertising budgets for maximum results
Here's what to consider when setting budgets for your Facebook and Instagram ads, plus tips for testing and scaling your campaigns.
U.S. search ad revenue hit a record $84.4 billion in 2022
Search continues to account for the largest share of digital ad spending, with revenues up 7.8% year on year.
Twitter: Blue subscribers will now see ‘approximately’ 50% fewer ads
This only will apply to the For You and Following timelines. Twitter Blue now has just under 500,000 subscribers.
5 mobile B2B advertising mistakes and how to correct them
B2B advertising on mobile is distinct from its desktop counterpart. Address these persistent mistakes you might be making with B2B mobile ads.
Twitter’s top 500 advertisers could get free verification
As Twitter becomes more pay-to-play, it hurts smaller businesses and startups with limited followings and paid social advertising budgets.
Make sense of your marketing with the 101 Guide to Marketing Attribution
This comprehensive guide deep dives into the state of marketing attribution, why it's important, the types of attribution models, and more.
How to dial in your ad messaging in an automated marketing world
Automation has leveled much of the PPC playing field. Here's how to differentiate your paid search and social campaigns with great messaging.
‘Link in bio’ platforms: Which is best for SEO?
Some people treat link-in-bio pages as website replacements. But are they good for ranking in search engines? Find out here.
How to create an effective Facebook advertising campaign in 2023
Learn what changes affect marketers in the Facebook ads platform, how to set up a winning campaign, and tips for testing your ads.
Twitstorm timeline: The latest on Elon Musk’s Twitter 2.0
Elon Musk and Twitter continue to remain in the spotlight, for better or worse. Here is everything brands and marketers need to know.
TikTok, Facebook and beyond: Driving ROAS outside of Google and Microsoft
Turning to some of the newer social media and advertising platforms can help brands activate more full-funnel digital strategies.
PPC 2022 in review: Performance Max, Apple Search, chaos at Twitter, and more
If you thought it was going to be a dull year, you were wrong. Here’s a look at the most significant changes and most important PPC updates that happened in 2022.
Airbnb’s search marketing shift: Should advertisers follow suit?
With CPCs rising across performance media channels, is it worth following Airbnb's shift from PPC to brand marketing? Here's what to consider.
LinkedIn just released 3 new features for pages
The newsletter feature will help brands leverage first-party data while many platforms are becoming privacy-aware.
How brands and agencies are reacting to Elon Musk’s radical changes at Twitter
As brand safety risks increase, some advertisers are waiting to see whether Twitter will be a respected platform or a free-for-all hellscape.
Meta to sell Giphy, by order of UK competition watchdog
There is no word on when the sale will take effect, but Meta has agreed to sell the library in its entirety.
Sponsored White Papers & Webinars
The B2B Social Marketer’s Guide to Connected TV
Use the skills you already have to set up and succeed on the TV screen.
Meta rolls out Branded Content on Reels
Creators that comply with Meta's partner monetization policies will have access to create Branded Content in organic Reels.
3 TikTok LIVE features, updates, and policies
The new features will hopefully make the LIVE feature a safer place for creators, brands, and users.
Facebook has rolled out a new Pages experience
Facebook pages are here to stay. Businesses should take advantage of all they have to offer by making the most out of the new layout experience.
LinkedIn matched audiences: How to get started
Learn what you can do with LinkedIn matched audiences, how to set up lists, and tips for incorporating them into your campaigns.
TikTok releases Photo Mode and 7 new editing tools
The new editing and photo tools give creators more freedom over the content they post. But the updates aren't quite original.
Facebook offers new ways to customize your feed
Facebook is trying to give users a better experience by letting them have more control over the content shown in their feeds.