Here’s why PPC now looks more like paid social and what it means

February 09, 2024

Despite the common misconception that equates PPC solely with Google, this article considers PPC to include all forms of paid media, not just Google’s platform. Aside from location-based targeting, audiences represent the primary targeting method in paid social media. However, there’s a growing trend toward the structure of paid social campaigns, where crucial strategic decisions occur at the ad set level. Traditional PPC and modern paid media practitioners should reconsider the value of lower auction prices in paid social. Reevaluate your channel strategyWhile integrating paid social into broader paid media strategies is crucial, don’t neglect historically successful channels.

The source of this news is from Search Engine Land