The Periodic Tables of PPC (First Edition)

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 and more targeting and optimization levers, and yes more automation and machine learning. In fact, it's become so expansive, we have broken the elements into two tables.

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 rounds up 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 metrics of PPC "toxins" that can hurt your performance. As Google and Microsoft extend campaigns beyond the search results, we've also got a handy view of where your ads in these newer campaigns can appear.

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. Download your free version of the Periodic Tables of PPC now!