[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F6":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":215,"head_links":218,"breadcrumbs":203,"posts":222,"pages":198,"head":1529},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":199},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 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Dicks’ posts",{"data":133,"pages":198},[134,148,158,168,178,187],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Optimising For Mobile With Instant Experience Facebook Ads","\u003Cp>Optimising For Mobile With Instant Experience Facebook Ads Facebook is an essential part of many businesses advertising armoury, with a huge variety of ad types to choose from. The most common and traditional ad formats are suitable for both desktop and mobile experiences. However with mobile accounting for a whopping 94% of Facebook’s advertising revenue. […]\u003C\u002Fp>\n","\u002Fblog\u002Foptimising-for-mobile-with-instant-experience-facebook-ads\u002F","2022-02-07T16:48:17",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPamIrmsi-050720211625504697_social-media-twitter-facebook-iphone-mobile-seo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":144},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":157},"Attribution Models Explained","\u003Cp>Any marketing campaign whether its digital or traditional benefits from being able to review its effectiveness. Whilst it can be trickier for traditional marketing campaigns to express their impact on a business, one huge advantage of digital campaigns is the ability to track key metrics such as clicks and sales\u002Fleads. However, even though it’s clearer […]\u003C\u002Fp>\n","\u002Fblog\u002Fattribution-models-explained\u002F","2022-03-14T14:24:48",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FSdaJ7a2P-050720211625506289_3927372139038527673-office.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":4,"image":144},{"to":146,"name":147},{"type_key":135,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":167},"How To Write The Perfect Ad Copy","\u003Cp>How To Write The Perfect Ad Copy Writing ad copy for Google ads is tricky. As a PPC account manager there is an array of challenges we face when trying to formulate what makes the perfect ad. Especially when the more you think about it the more questions occur, from keeping the user engaged to […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-write-the-perfect-ad-copy\u002F","2022-02-07T16:48:19",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FfcolstnK-050720211625506302_pexels-photo-2556956.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":144},{"to":146,"name":147},{"type_key":135,"title":169,"excerpt":170,"to":171,"postedAt":172,"readingTime":173,"image":174,"authors":175,"category":177},"Google Shopping – YouTube Visibility Update","\u003Cp>Google has recently expanded the YouTube inventory that Google Shopping ads will be able to appear on. As of November 5th, it will be possible for Shopping ads to appear on the YouTube homepage as well YouTube search results as announced in the recent update. This additional new inventory means there is now a huge […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-shopping-youtube-visibility-update\u002F","2025-03-18T16:20:37",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[176],{"name":4,"image":144},{"to":146,"name":147},{"type_key":135,"title":179,"excerpt":180,"to":181,"postedAt":182,"readingTime":153,"image":183,"authors":184,"category":186},"Google Ads Bid Strategies Explained","\u003Cp>The ever growing list of bid strategies Google provides can be daunting at first. Everybody wants to tailor their campaigns with the perfect bid strategy, but which one is the right one for your campaign? We will take a look at the pros and cons of each strategy and discover how they could suit your […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-ads-bid-strategies-explained\u002F","2022-02-07T16:48:20","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fua6H10YL-050720211625508028_45ab4a93895fa8ca48c9a8d7dc54e0c4747acf35.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[185],{"name":4,"image":144},{"to":146,"name":147},{"type_key":135,"title":188,"excerpt":189,"to":190,"postedAt":191,"readingTime":153,"image":192,"authors":193,"category":195},"The Ultimate JavaScript SEO Glossary","\u003Cp>In order to fully understand the vocabulary and components behind JavaScript SEO, we’ve compiled a helpful list of definitions that you can refer to in the future. This glossary covers key fundamental terminology, as well as advanced JavaScript SEO phrases to aid in increasing your understanding of this. Asynchronous JavaScript and XML (AJAX) A programming […]\u003C\u002Fp>\n","\u002Fblog\u002Fjavascript-seo-glossary\u002F","2025-04-01T10:25:32","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F4HJE495m-050720211625508635_JS-SEO-Glossary-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[194],{"name":4,"image":144},{"to":196,"name":197},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F","Technical SEO","15",{"type":200,"style":201,"title":202,"heading":4,"intro":11,"services":12,"breadcrumbs":203,"photo":89,"social":215},"author","dark","Meet the Team",[204,207,210,213],{"path":205,"name":206},"\u002F","Home",{"path":208,"name":209},"\u002Fabout\u002F","About Us",{"path":211,"name":212},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":214,"name":4},null,{"twitter":216,"linkedin":217},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[219],{"rel":220,"href":221},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[223,551,747,942,1136,1331],{"id":224,"date":225,"date_gmt":225,"guid":226,"modified":139,"modified_gmt":139,"slug":228,"status":19,"type":135,"link":138,"title":229,"content":230,"excerpt":233,"author":234,"featured_media":235,"comment_status":236,"ping_status":20,"sticky":232,"template":5,"format":237,"meta":238,"categories":241,"collections":243,"coauthors":244,"class_list":245,"acf":253,"head_links":254,"breadcrumbs":255,"url_path":138,"search_description":240,"featured_image_urls":262,"authors":297,"type_nicename":314,"reading_minutes":140,"category":315,"yoast_title":317,"yoast_meta":318,"yoast_json_ld":373,"_links":502},4892,"2020-03-23T10:49:44",{"rendered":227},"https:\u002F\u002Fimpression.test\u002Fblog\u002Foptimising-for-mobile-with-instant-experience-facebook-ads\u002F","optimising-for-mobile-with-instant-experience-facebook-ads",{"rendered":136},{"rendered":231,"protected":232},"\u003Ch1 id=\"optimising-for-mobile-with-instant-experience-facebook-ads\">\u003Cb>Optimising For Mobile With Instant Experience Facebook Ads\u003C\u002Fb>\u003C\u002Fh1>\n\u003Cp>\u003Cspan>Facebook is an essential part of many businesses advertising armoury, with a huge variety of ad types to choose from. The most common and traditional ad formats are suitable for both desktop and mobile experiences. However with mobile accounting for a whopping \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fs21.q4cdn.com\u002F399680738\u002Ffiles\u002Fdoc_financials\u002F2019\u002FQ2\u002FFB-Q2-2019-Earnings-Release.pdf\">\u003Cspan>94% of Facebook’s advertising revenue\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>. It’s clear paid media specialists focus should be towards mobile users.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Thankfully, Facebook provides us with several ad formats tailored towards mobile users called Instant Experience ads. These ads enable us to create an immersive full-screen experience without a user leaving the Facebook platform. They are also incredibly quick to load compared to standard ads making the experience very engaging for the user.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Within Facebook there are five easy to use Instant Experience ad templates available;\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"instant-storefront\">\u003Cb>Instant Storefront\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The Instant Storefront template is a useful tool for a business which has a selection of products to sell. It allows an advertiser to display both single image and video content to push the brand or a particular product. However, in addition, it allows you to display a selection of products below. Instant Storefront also enables the advertiser to tailor which products it shows. This is achieved by creating a product set in the Facebook catalogue.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4893\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FlbUvfmNJ-Screenshot-2020-01-27-at-14.35.34.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"186\" height=\"349\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"instant-form\">\u003Cb>Instant Form\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The Instant Form template consists of a full-screen experience which is geared towards lead generation. The user will be encouraged to fill out basic details within the Facebook interface. These leads can then be accessed through the Facebook ads manager platform. This is especially useful for businesses who focus on generating leads rather than product sales. An advantage of using Instant Form is that users are able to leave their details without a long user journey.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4894\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FFcwYeBmC-Screenshot-2020-01-27-at-14.35.58.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"173\" height=\"322\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"instant-customer-acquisition\">\u003Cb>Instant Customer Acquisition\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The Instant Customer Acquisition template allows advertisers to create an ad which aims to drive action. The template essentially acts as a website within the Facebook platform. It encourages the user to follow a particular path which showcases the businesses products\u002Fservices and the benefits of purchasing them before ending on a clear call to action. The huge advantage of this is that a lead\u002Fsale can be driven by a user that previously wasn’t aware of the business. This type of ad is especially useful for businesses which offer a low-value product or service as the decision-making process is quick and simple.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4895\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOZweDojl-Screenshot-2020-01-27-at-14.36.22.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"551\" height=\"355\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"instant-storytelling\">\u003Cb>Instant Storytelling\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The Instant Storytelling template is a useful tool for building brand recognition. This ad type aims to make users aware of what a business has to offer. This is done by showcasing a variety of different videos and imagery. This in turn then helps highlight the different services or products available alongside useful descriptions. A business selling high-value products\u002Fservices would typically benefit from this type of ad, as it aims to instil confidence in a brand before they make it a purchase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4896\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSU5Ld1ii-Screenshot-2020-01-27-at-14.36.36.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"580\" height=\"373\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"instant-lookbook\">\u003Cb>Instant Lookbook\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The Instant Lookbook template is an instant experience which uses interactive photos of products being used in lifestyle images. For instance, a fashion business may wish to set up a campaign which shows some of its items being worn by models. The user is then able to click on the items in the image and be taken to a page displaying that specific product.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4897\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfEE7GwkF-Screenshot-2020-01-27-at-14.36.53.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"175\" height=\"338\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Within Facebook, there is also the option to create a custom instant experience, which allows the advertiser to pick certain aspects from each template and create an ad that is tailored for more specific business needs. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>In summary, instant experience ads give advertisers another option for their Facebook campaigns. 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Whilst it can be trickier for traditional marketing campaigns to express their impact on a business, one huge advantage of digital campaigns is the ability to track key metrics such as clicks and sales\u002Fleads.\u003C\u002Fp>\n\u003Cp>However, even though it’s clearer to track the success of campaigns, there are still challenges around where conversions should be attributed to the various digital channels. For instance, as a digital marketer, it’s vital to distinguish which channel deserves credit for a sale. As a business would you want to attribute the success of a sale to the paid click which generated the 1st click. Or would you want to attribute it to the last click that was generated organically, maybe both?!\u003C\u002Fp>\n\u003Cp>There isn’t a definitive right or wrong answer, and will mainly come down to preference. However, Google Analytics does provide us with an array of different attribution models. Each of which has its own pros and cons as explained in this blog.\u003C\u002Fp>\n\u003Ch2 id=\"last-interaction-attribution\">\u003Cb>Last Interaction Attribution \u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4818\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FthMHeGdu-Screenshot-2020-01-08-at-11.51.54.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"157\" height=\"43\">\u003C\u002Fp>\n\u003Cp>The most common model used in digital reporting is the last interaction attribution model (often known as last click). This model attributes conversions to the digital channel, which was last interacted with by a user on their user journey to a conversion set up in Google analytics.\u003C\u002Fp>\n\u003Cp>This attribution model is one of the most simplistic and does have one big advantage vs others, in that it possibly the most accurate. The reason for is that users now have multiple devices they use within a decision making cycle. As well as the possibility of them deleting their cookies within the conversion lookback window. With this in mind attributing conversions to the last interaction helps eliminate this problem.\u003C\u002Fp>\n\u003Cp>However, the negative side of this model is that it will is that it ignores any contribution made by channels before the last interaction. Even if as mentioned previously these are becoming harder to track. Nevertheless, the model will undervalue certain channels as a result.\u003C\u002Fp>\n\u003Ch2 id=\"first-interaction-attribution\">\u003Cb>First Interaction Attribution\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4819\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fg0rzc8lm-Screenshot-2020-01-08-at-11.53.57.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"157\" height=\"43\">\u003C\u002Fp>\n\u003Cp>First interaction attribution is essentially the polar opposite of last-click attribution. This model will ensure that 100% of the conversion is attributed to a user’s first interaction within a lookback window. For instance, if a user first visits the website through a Facebook advert, any subsequent entrance via any other channel will not be attributed any conversion value.\u003C\u002Fp>\n\u003Cp>Similar to last-click attribution this model is also very simplistic and has many of the same issues. The biggest issue with first interaction is it fails to take into account complex user journeys that occur in long decision-making cycles. A clear example of this is the undervaluing of remarketing campaigns which would receive no credit for keeping the user engaged with the business.\u003C\u002Fp>\n\u003Cp>However one of the advantages of using first interaction is that it’s easier to judge which campaign has started the user journey. This can be especially important for companies which are looking to expand with an aggressive marketing strategy, by pinpointing which channel first helped bring a converted user to the website.\u003C\u002Fp>\n\u003Ch2 id=\"last-non-direct-click\">\u003Cb>Last Non-Direct Click\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4820\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2HK6ExIK-Screenshot-2020-01-08-at-11.55.31.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"194\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Last non-direct click is essentially the same as last interaction attribution but with one key difference. As the name suggests this model will attribute 100% of a conversion to the last interaction that wasn’t direct.\u003C\u002Fp>\n\u003Cp>This will to lead to an increase in conversions being attributed to all other channels other than direct. This could, therefore, lead to a more accurate representation of which channel actually ‘earned’ the conversion, as typically users will revisit a website directly once it’s bookmarked in their search engine.\u003C\u002Fp>\n\u003Cp>Conversely, of course, this will impact the number of direct conversions you will see. However, it does help distinguish between earned direct visits and users clicking on a bookmarked or previously visited page.\u003C\u002Fp>\n\u003Ch2 id=\"linear\">\u003Cb>Linear\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4821\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSZHAOjXk-Screenshot-2020-01-08-at-11.56.44.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"98\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Unlike the previous models discussed the linear model will not necessarily award 100% of a conversion to one channel. The aim of this attribution model is to award an equal share of conversion value for every digital touchpoint. For example, if a user Initially clicks through via Facebook, then visits the site through a search campaign and finally converts through a remarketing display campaign, the linear model will award each campaign 0.33% of a conversion.\u003C\u002Fp>\n\u003Cp>This model can help show the effectiveness of different channels when using a multi-channel marketing strategy. However, by evenly attributing conversions across each touchpoint the model doesn’t take into account which clicks would have done most of the heavy lifting primarily the first and last interaction.\u003C\u002Fp>\n\u003Ch2 id=\"time-decay\">\u003Cb>Time Decay\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4822\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FeHOC0ZWJ-Screenshot-2020-01-08-at-11.57.29.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"132\" height=\"43\">\u003C\u002Fp>\n\u003Cp>Time decay is a more complex model, that looks to attribute conversion value to different touchpoints. Based on the span of time since the user’s last click on that channel. For example, a user may have had two touchpoints over the period of a week prior to converting. Initially a week ago through a display campaign and then a week later through a search campaign. In this instance, the conversion would be weighted more towards the search campaign rather than the display campaign. However, both would receive some attribution of the conversion.\u003C\u002Fp>\n\u003Cp>An advantage of this model is that it does attempt to give multiple channels weighted attribution when touchpoints have occurred. However, the recency of the touchpoint does not mean it should be attributed to having more value to a conversion. This is especially true when it comes to businesses which have a longer decision making journey. As this will typically undervalue the clicks which initiated that customer journey.\u003C\u002Fp>\n\u003Ch2 id=\"position-based\">\u003Cb>Position Based\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4823\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FNXFu9LJu-Screenshot-2020-01-08-at-11.58.27.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"151\" height=\"43\">\u003C\u002Fp>\n\u003Cp>The final attribution model is the position-based model. This model attempts to attribute conversion value to all touchpoints which have been hit within the lookback period. However, the key difference with the position-based model is that it will give more credit to the first and last touchpoints.\u003C\u002Fp>\n\u003Cp>The conversion value is distributed as follows; 40% for each of the first and last interactions. The remaining 20% is evenly distributed to any interactions which fall in between the first and last interactions.\u003C\u002Fp>\n\u003Cp>A big advantage gained by using the position-based model is that it attributes value to every touchpoint in a users journey. Whilst also giving extra weighting to the first and last interactions which are the most important.\u003C\u002Fp>\n\u003Ch2 id=\"summary\">\u003Cb>Summary\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>To summarise, each attribution model has positive and negative aspects resulting in none of them being without fault. The key thing to take away when looking at attribution models is which is best suited to a business’s circumstances. If the business is likely to have a long decision making progress then a more complex model would probably be preferable. Conversely, if the user’s typical journey is short then last click or first click attribution will be sufficient.\u003C\u002Fp>\n\u003Cp>At Impression, we are constantly evaluating which attribution model gives the most accurate reflection of performance for our clients. To find out what we could do for your business today, why not get in touch and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact\u003C\u002Fa> us today.\u003C\u002Fp>\n",{"rendered":150,"protected":232},7865,{"_yoast_wpseo_focuskw":563,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":564,"inline_featured_image":232,"footnotes":5},"Attribution Model","As a business would you want to attribute the success of a sale to the paid click which generated the 1st click, or the last organic click? 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id=\"how-to-write-the-perfect-ad-copy\">\u003Cb>How To Write The Perfect Ad Copy\u003C\u002Fb>\u003C\u002Fh1>\n\u003Cp>\u003Cspan>Writing ad copy for Google ads is tricky. As a PPC account manager there is an array of challenges we face when trying to formulate what makes the perfect ad. Especially when the more you think about it the more questions occur, from keeping the user engaged to nailing the right call to action the list goes on. This guide aims to highlight some areas which will help turbocharge your ad copy.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"include-target-keywords-in-the-copy\">\u003Cspan>Include Target Keywords In The Copy \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>The reasons for doing this are twofold, firstly this will help keep the user engaged with the ad, as it stands to reason that if somebody is searching for a particular search term they will be more likely to click on an ad with the term in the copy. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Secondly, and possibly even more importantly Google strives to deliver the most relevant ads to its users based on their search intent, which means it will reward you with an improved ad rank for creating an ad which ties in with a users search intent, resulting in cheaper clicks for you.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"get-granular\">\u003Cspan>Get Granular\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>This one can be time-consuming and is aimed more towards campaign structure, but it really helps to drive better click-through rates across your account.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By ensuring your keywords are grouped individually or in closely themed ad groups, you will be able to create ad copy that is highly specific to the user’s intent. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>For example, if you are running a search campaign for ‘running shoes’ and have all of your keywords mashed together in one ad group, encompassing various keywords you will not be able to create highly relevant ad copy. However, splitting your keywords into more granular ad groups you will be able to adjust your ad copy for somebody searching for “red running shoes” vs “lightweight running shoes”.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"get-the-message-right\">\u003Cspan>Get The Message Right\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>Nailing the message is vital for successful ad copy and can vary greatly depending on the product or service. This is where it’s crucial to understand the business you are looking to promote, by understanding the businesses USPs you will be able to structure ad copy that will tempt more people into clicking on the ad without misleading the user.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>For example sticking with the shoe example, knowing exactly where the company positions themselves in the market can help you create more authentic and effective ad copy. If the business sees itself as producing high quality\u002Fhigh-value products, then a tone of voice which stresses how comfortable or durable they are will be much more effective than an ad copy which is claiming to be the cheapest in the market. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>As an added bonus any clicks generated from the ad will be sent through to the website with a better idea of what to expect from the business which will help with conversion rates across the account.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"calls-to-action-read-below-now\">\u003Cspan>Calls To Action. Read Below Now!\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>People tend to remember the first and last things they read, this is known as the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.interaction-design.org\u002Fliterature\u002Farticle\u002Fserial-position-effect-how-to-create-better-user-interfaces\">\u003Cspan>serial position effect\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>. Consequently, the likelihood is that a user reading your ad copy will follow the same path. With this in mind making sure you clearly mention what you offer and consequently what action you want the user to take as a consequence can help manipulate their behaviour to drive more clicks. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4779\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuN3x6FEF-Ad-Copy-Blog-1.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"443\" height=\"266\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"ad-extensions\">\u003Cspan>Ad Extensions \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>Ad Extensions, as its name suggests are supplemental sections added to the standard section of ad copy. There are now a wide variety of different extensions that can be utilised. Each that help to make your ad copy stand out and provide useful information to users. Extensions ranging from Sitelinks through to lead generation forms are now available to use, each with varying advantages.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4780\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fzv9sRT2s-Ad-Copy-Blog-2-e1576841007298.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"218\" height=\"261\" \u002F>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4781\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfH0NzJAU-Ad-Copy-Blog-2-1-e1576841092831.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"218\" height=\"257\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>As a rule of thumb, it makes sense to include as many extensions as possible within your ad copy. However, bear in mind that not all of them may make sense for the product\u002Fservice you are advertising.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4782\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSW4Pn23R-jbaECz.gif\" alt=\"\" width=\"320\" height=\"240\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Once you have created a few extensions place Google will then attempt to show the best combination of extensions. This is based on previous performance and the Ad Rank of your ad. Resulting in an ad that takes up more space on the SERPs and is more enticing for the user.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4783\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FnTf2CIf8-Ad-Copy-Blog-5.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"444\" height=\"334\" \u002F>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4784\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGicNLXin-Ad-Copy-Blog-6.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"444\" height=\"452\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"dynamic-ad-copy\">\u003Cspan>Dynamic Ad Copy\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>Using dynamic ad copy is a great way to tailor your ad copy based on different variables. These include the user’s device and audience, to adding countdowns and ad customisers. Being able to do this helps create ad copy that is personalised to the user. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>In order to access these options in Google Ads, you simply need to enter a brace\u003C\u002Fspan> into the ad copy you are creating which will then trigger 3 options for you to pick from as below;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4785\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FO8QtLbBo-Ad-Copy-Blog-7.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"410\" height=\"322\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Each of these options will enable you to add different types of dynamic copy to your ad.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>\u003Cstrong>Keyword insertion\u003C\u002Fstrong> – This is a simple tool that allows you to automatically add the user’s keyword into the ad copy. The benefits of this are that it allows ad copy to be highly relatable to the user’s search intent. It will also give the ability to insert default text for when the user’s keyword takes the ad copy over the character limit.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>\u003Cstrong>Countdown\u003C\u002Fstrong> – Adding a countdown timer enables ad copy to show how many days\u002Fhours are left for various scenarios from sales to deadlines. Adding a countdown is a great way to drive urgency in these circumstances.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4786\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F44FQjfgB-Ad-Copy-Blog-8.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"502\" height=\"229\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>\u003Cstrong>IF function\u003C\u002Fstrong> – Inserting an IF function allows text to be changed when a certain condition is met. This ranges from whether a user is part of a remarketing list to the device a user is on.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4787\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCsQwtEZJ-Ad-Copy-Blog-9.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"281\" height=\"185\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"test-test-and-test-some-more\">\u003Cspan>Test, Test And Test Some More.\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>So, you have created the perfect ad using the above tips and CTR has shot through the roof, happy days. However, this should not be the end of your ad copy journey. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Testing different variants of ad copies can help improve the success rate of your ads even further. By split testing different headlines and descriptions in isolation, it’s possible continuously fine-tune campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>With this in mind, it’s probably fair to say that the perfect ad copy doesn’t actually exist. As a result, the mentality we should adopt is one of incremental improvements. As PPC experts we have lots of tools at our disposal. This allows us to keep improving ad copy performance by creating engaging and responsive ad copy that is user focussed. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>At Impression, we aim to create ad copy that helps deliver great results for our clients. To find out what we could do for your business today, why not get in touch and contact us today.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":160,"protected":232},7871,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":232,"footnotes":5},[242],[],[15],[763,135,247,248,249,250,251,252],"post-4778",[],[],[767,768,769,770],{"path":205,"name":206},{"path":258,"name":259},{"path":146,"name":147},{"path":214,"name":159},"How To Write The Perfect Ad Copy Writing ad copy for Google ads is tricky. As a PPC account manager there is an array of challenges we face when trying to formulate what makes the perfect ad. Especially when the more you think about it the more questions occur, from keeping the user engaged to 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has recently expanded the YouTube inventory that Google Shopping ads will be able to appear on. As of November 5th, it will be possible for Shopping ads to appear on the YouTube homepage as well YouTube search results as announced in the recent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fads\u002Fgift-giving-ideas\u002F\">update\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This additional new inventory means there is now a huge opportunity for shopping ads to be put in front of users during the research phase. These ads will be triggered for users who are deemed to have an interest in the product rather than being specifically triggered through keywords. For example, if a user is has been searching for t-shirts on YouTube then they will likely be shown a range of t-shirts based on this intent.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"222\" height=\"451\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdJf2ZhHE-Screenshot-2019-11-12-at-10.02.45.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4711\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Additionally, Google has announced that shopping ads on YouTube will enable Sitelink extensions across the inventory in the coming months. This is potentially a great opportunity to improve clickthrough rates on the platform. Especially as one YouTubes’ weaknesses is low Clickthrough rate.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"299\" height=\"413\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F5QL6SjRb-Screenshot-2019-11-12-at-10.04.37.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4712\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-is-this-important\">\u003Cb>Why is this important?\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s no coincidence that these new features have been launched before the all-important Black Friday and Cyber Monday festive period. Google argues that YouTube has inspired nearly two-thirds of people to purchase a product. Whilst over 90% of users say they have discovered new brands through \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube ads\u003C\u002Fa>. Therefore, it’s essential for brands to ensure they appear within this space which makes this new inventory a massive opportunity.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-enable-these-changes\">\u003Cb>How to enable these changes\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>In order to ensure your shopping campaigns are eligible to appear on YouTube, you simply have to opt-in to the YouTube & Discover on Display Network tick box. Google Ads will then automatically start to push your existing shopping campaigns across the YouTube network.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"241\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Ff3vn0op2-Screenshot-2019-11-12-at-10.05.19.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4713\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>It is still unclear how sitelinks will be added to these shopping campaigns, as the feature is still in beta. However, it is likely to be enabled as an extension similar to what we currently see for typical search campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we are very excited about this new feature. We are confident it could lead to significantly improved exposure for Google shopping ads. As well as an improved clickthrough rate for ads on the YouTube platform. To see if this could benefit your business or how else we could improve Your PPC activity \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today.\u003C\u002Fp>\n",{"rendered":170,"protected":232},7889,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":232,"footnotes":5},[242],[],[15],[958,135,247,248,249,250,251,252],"post-4710",[],[],[962,963,964,965],{"path":205,"name":206},{"path":258,"name":259},{"path":146,"name":147},{"path":214,"name":169},"Google has recently expanded the YouTube inventory that Google Shopping ads will be able to appear on. As of November 5th, it will be possible for Shopping ads to appear on the YouTube homepage as well YouTube search results as announced in the recent update. This additional new inventory means there is now a huge […]",{"thumbnail":968,"medium":969,"medium_large":971,"large":973,"1536x1536":975,"2048x2048":977,"post-thumbnail":979,"12_col":981,"default_landscape":983,"default_portrait":985,"6_col_and_margin_short":987,"11_col_and_margin":989,"9_col_rectangle":991,"11_col":993,"staff_image_696_600":995,"rectangular_thumbnail":997},{"url":174,"width":264,"height":264},{"url":970,"width":92,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=scale&h=130&q=90&w=200",{"url":972,"width":95,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=scale&h=498&q=90&w=768",{"url":974,"width":271,"height":272},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":976,"width":101,"height":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=scale&h=997&q=90&w=1536",{"url":978,"width":104,"height":104},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=scale&h=1329&q=90&w=2048",{"url":980,"width":107,"height":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":982,"width":110,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":984,"width":113,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":986,"width":87,"height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":988,"width":107,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":990,"width":117,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":992,"width":119,"height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":994,"width":122,"height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":996,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":998,"width":125,"height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoGXpFUQk-050720211625507010_skitterphoto-3092-default.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1000],{"id":234,"path":299,"display_name":4,"job_title":10,"description":6,"avatar_url":144,"acf":1001},{"job_title":10,"full_bio":11,"specialist_service_links":1002,"photo":1013},[1003,1005,1007,1009,1011],{"page":1004,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":1006,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},{"page":1008,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"pos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ever growing list of bid strategies Google provides can be daunting at first. Everybody wants to tailor their campaigns with the perfect bid strategy, but which one is the right one for your campaign? We will take a look at the pros and cons of each strategy and discover how they could suit your objectives.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"manual-cpc\">Manual CPC\u003C\u002Fh2>\n\n\n\n\u003Cp>As Google moves towards being more and more automated it’s easy to assume manual bidding is not going to be an effective strategy, however going old school still has it merits.\u003C\u002Fp>\n\n\n\n\u003Cp>Manual bidding gives you the greatest control of all the bid strategies, selecting this method ensures you can set the maximum CPC you are willing to pay for every keyword within your campaign. Being able to do this means you can specifically set bids to be more aggressive or conservative, based on the likelihood of the keywords resulting in a goal.\u003C\u002Fp>\n\n\n\n\u003Cp>This is perfectly reasonable for small accounts and can generate great results if you have the time\u002Fmanpower to manage the bids on a regular basis. However the Google auction is a very fluid place, so if you don’t give the campaigns lots of attention your bids could easily start to become ineffective and effect your ad rank.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"maximize-conversions\">Maximize Conversions\u003C\u002Fh2>\n\n\n\n\u003Cp>Maximize conversions is one of the simplest strategies that a PPC account manager can utilise. This strategy allows Google to automatically adjust bids, in an attempt to drive as many conversions as possible, within the daily budget that has been set for that campaign. This can be a very useful tool for campaigns which are looking to generate are large volume leads\u002Fsales.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"659\" height=\"98\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FMaximise-conversions.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14082\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>However this strategy doesn’t take into account the quality or value of the lead\u002Fsale, especially as Google will continue to spend the daily budget regardless. If factors such as return on ad spend or cost per acquisition are more important to a business, than the actual amount of conversions then it would be wise to consider another strategy which focuses on these priorities.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"maximize-clicks\">Maximize Clicks\u003C\u002Fh2>\n\n\n\n\u003Cp>Maximise Clicks can be a great option for account managers who are focusing on driving more traffic to a website for either awareness or to simply build out a remarketing list. It is a handy tool for accounts which have a high conversion rate and are simply looking to capitalise on that by generating as much traffic as possible.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fmaximise-clicks.png\" alt=\"\" class=\"wp-image-15740\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google will optimise a campaign to ensure that cheaper clicks are prioritized over more expensive clicks, within your daily budget. However Google will always aim to spend your daily budget within this strategy so it could still result in expensive clicks being generated. It is also possible to combat this by setting a max CPC that you are willing to pay per click.\u003C\u002Fp>\n\n\n\n\u003Cp>The main drawback for maximise clicks is that Google will not look at the probability of clicks generating leads or sales, which could be an issue for accounts which don’t have the highest conversion rates and where the quality and intent of a click is much more important than sheer volume.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"target-cpa-cost-per-acquisition\">Target CPA (Cost Per Acquisition)\u003C\u002Fh2>\n\n\n\n\u003Cp>Target CPA is a bid strategy which aims to drive as many conversions as possible with a pre-determined CPA target. For instance, if you set a target CPA of £20 Google will look to push as many conversions within that £20 target. This means that although some conversions may be costing significantly more than the target Google will aim to drive enough cheaper conversions to hit the target.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"192\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftcpa.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14083\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>There are a few hurdles which need clearing however before this strategy should be implemented. The first potential issue is that in order for this strategy to work Google will need a good amount of historical data to optimise it’s bids. It is recommended that the portfolio you apply the strategy to has a minimum of 15 conversions over the past 30 days. However you will be more likely to see better results if the portfolio has a greater amount of previous conversions. If the portfolio you are planning to use this strategy on is struggling to reach the numbers required, a good tip would be to include more campaigns in the portfolio to increase the amount of data.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to this it’s also important to recognise the need to set a realistic target CPA. For example, if you had previously been achieving a CPA of £100, slashing it to £10 will not work. It would be recommended that you initially set the CPA in the same ballpark as what you currently get, and then make subsequent small reductions to improve the performance.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"target-roas-return-on-ad-spend\">Target ROAS (Return On Ad Spend)\u003C\u002Fh2>\n\n\n\n\u003Cp>The Target ROAS strategy sets out to achieve a return on ad spend identified by the account manager. This is calculated by the following formula;\u003C\u002Fp>\n\n\n\n\u003Cp>Revenue \u002F Cost = ROAS\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"670\" height=\"242\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FtROAS.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14084\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>In practice this means that if an advertiser generates £1,000 revenue at a cost of £100 then their ROAS would be 10. By using this strategy Google will endeavour to generate as many sales as it can whilst trying to hit the target ROAS. This means that Google will automatically look to push products with a greater expected revenue in some instances or opt to drive greater volume with less revenue in an effort to hit the target set.\u003C\u002Fp>\n\n\n\n\u003Cp>It is important to not set unrealistic targets for the strategy as it will be unlikely to work, a good tip would be to set the target somewhere close to what the campaign is currently achieving and then make small incremental changes.\u003C\u002Fp>\n\n\n\n\u003Cp>As with other automated bid strategies you will need enough data passing through Google ads in order to ensure the bid strategy will work correctly. In addition to this it will be necessary to have the correct tracking setup so revenue generated can be recorded.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"target-impression-share\">Target Impression Share\u003C\u002Fh2>\n\n\n\n\u003Cp>If your main priority is to ensure that your campaigns ads appear in a certain section of the SERPs, then this would be an ideal bid strategy for an account manager to use. This strategy lets Google tailor bids in an attempt to either appear at the top of the results page or anywhere on the first results page. Essentially this means the budget will be spent in a manner which maximises the impressions in a certain area of the results page.\u003C\u002Fp>\n\n\n\n\u003Cp>If you are concerned about a particular competitor who is consistently bidding on the same terms as your brand, then this strategy could also help combat them by aiming to appear on the top of the results page when possible. 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order to fully understand the vocabulary and components behind \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>, we’ve compiled a helpful list of definitions that you can refer to in the future. This glossary covers key fundamental terminology, as well as advanced JavaScript SEO phrases to aid in increasing your understanding of this.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"asynchronous-javascript-and-xml-ajax\">Asynchronous JavaScript and XML (AJAX)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A programming method used by developers to request dynamic asynchronous page content through JavaScript"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A programming method used by developers to request dynamic asynchronous page content through JavaScript.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"chrome-user-experience-report-crux\">Chrome User Experience Report (CrUX)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A public data set released by Google Developers to demonstrate how real Chrome users experience websites "in the wild". You can access this data set from https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ftools\u002Fchrome-user-experience-report\u002F"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A public data set released by Google Developers to demonstrate how real Chrome users experience websites \u003Cem>“in the wild”\u003C\u002Fem>. You can access this data set from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ftools\u002Fchrome-user-experience-report\u002F\">https:\u002F\u002Fdevelopers.google.com\u002Fweb\u002Ftools\u002Fchrome-user-experience-report\u002F\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"client-side-rendering-csr\">Client-side Rendering (CSR)\u003C\u002Fh3>\n\n\n\n\u003Cp>The execution of JavaScript and supplied data within a web browser, resulting in an interactive DOM for browsing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"compression\">Compression\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A method of reducing the overall size of a file. This can be through various methods which broadly speaking either reduces the file contents, and then uses GZIP compression for transport. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A method of reducing the overall size of a file. This can be through various methods which broadly speaking either reduces the file contents and then uses GZIP compression for transport. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-delivery-network-cdn\">Content Delivery Network (CDN)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A usually global network of server clusters which can host and distribute your website pages and\u002For assets to users at a faster speed than your own server. Also comes with additional benefits such as security, and sometimes denial of service protection. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A usually global network of server clusters which can host and distribute your website pages and\u002For assets to users at a faster speed than your own server. Also comes with additional benefits such as security, and sometimes denial of service protection.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-management-system-cms\">Content Management System (CMS)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"An interactive dynamic web application allowing simple interaction with a database to create, update and delete objects and entitles, such as pages, blog posts, products and more. Research "WordPress" if this is new to you. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">An interactive dynamic web application allowing simple interaction with a database to create, update and delete objects and entitles, such as pages, blog posts, products and more. Research “WordPress” if this is new to you.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cross-origin-resource-sharing-cors\">Cross-origin Resource Sharing (CORS)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"An HTTP protocol via additional HTTP headers that tells browsers to give a web application access to selected resources from a different\u002Fexternal origin."}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">An HTTP protocol via additional HTTP headers that tells browsers to give a web application access to selected resources from a different\u002Fexternal origin.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"decoupled-cms\">Decoupled CMS\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Very similar to a Headless CMS but a more literal interpretation of the decoupling of the application from the CMS application entirely. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">Very similar to a Headless CMS but a more literal interpretation of the decoupling of the application from the CMS application entirely.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"document-object-model-dom\">Document Object Model (DOM)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"AnAPI for programming HTML and XML documents. The DOM describes the logical structure of the nested nodes in a document and defines how the document can be accessed and modified. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">An API for programming HTML and XML documents. The DOM describes the logical structure of the nested nodes in a document and defines how the document can be accessed and modified.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"dynamic-rendering\">Dynamic Rendering\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Switching content serving at the server\u002Fedge-level based on user agent strings, to ensure bots receive rendered HTML not empty SPA containers. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">Switching content serving at the server\u002Fedge-level based on user-agent strings, to ensure bots receive rendered HTML not empty SPA containers.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ecmascript-6-es6-ecma-script-2015\">ECMAScript 6, ES6, ECMA Script 2015\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Version 6 of the JavaScript programming language, which since August 2018 has been supported by Google's WRS"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">Version 6 of the JavaScript programming language, which since August 2018 has been supported by Google’s WRS.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"first-contentful-paint-fcp\">First Contentful Paint (FCP)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"The point when the browser renders the first bit of content from the DOM, which may be any visible element"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">The point when the browser renders the first bit of content from the DOM, which may be any visible element.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"first-meaningful-paint-fmp\">First Meaningful Paint (FMP)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"As described by Google Developers, First meaningful paint (FMP) is the metric that answers the question: "is it useful?". This varies from site to site, but is the point in time that the browser renders useful content for the user from the DOM. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">As described by Google Developers, First meaningful paint (FMP) is the metric that answers the question: \u003Cem>“is it useful?”\u003C\u002Fem>. This varies from site to site, but is the point in time that the browser renders useful content for the user from the DOM.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"headless-cms\">Headless CMS\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A headless CMS is a content management system that is front-end agnostic, that means you can "bring your own" Single Page Application to render the content from the CMS via APIs"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A headless CMS is a content management system that is front-end agnostic, that means you can “bring your own” Single Page Application to render the content from the CMS via APIs.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"hybrid-rendering\">Hybrid Rendering\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"The process of sending a selected amount of content, that you want to be indexed by search engine bots, as static HTML to the user and the search engine bot. From here, you can then run JavaScript to enhance the user experience and to reduce the resource needed from Googlebot to fully interpret your website."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":{"1":2,"2":16043212},"11":4,"12":0}\">The process of sending a selected amount of content, that you want to be indexed by search engine bots, as static HTML to the user and the search engine bot. From here, you can then run JavaScript to enhance the user experience and to reduce the resource needed from Googlebot to fully interpret your website.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"hydration-rehydration\">Hydration\u002FRehydration\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Hydration involves the process where a framework, such as Vue.js, obtains data from the server which is then populated in the browser's interactive DOM. Hydration can be performed server-side under server side rendered setups. Rehydration happens where previously hydrated content served as static HTML from the server is then picked up and enhanced by a SPA to become interactive once more. "}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">Hydration involves the process where a framework, such as Vue.js, obtains data from the server which is then populated in the browser’s interactive DOM. Hydration can be performed server-side under server side rendered setups. Rehydration happens where previously hydrated content served as static HTML from the server is then picked up and enhanced by a SPA to become interactive once more. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"isomorphic-javascript\">Isomorphic JavaScript\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Also known as Universal JavaScript. This describes JavaScript web apps which which run both on the client and the server."}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">Also known as Universal JavaScript. This describes JavaScript web apps which run both on the client and the server.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"jamstack\">JAMStack\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A new web development architecture based on client-side JavaScript, APIs, and prebuilt Markup (J A M)"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A new web development architecture based on client-side JavaScript, APIs, and prebuilt Markup (J A M).\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"javascript-js\">JavaScript (JS)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"JavaScript is a versatile programming language that can power server side and client side web applications "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">JavaScript is a versatile programming language that can power server side and client side web applications.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"javascript-framework\">JavaScript Framework\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A JavaScript framework is an application framework written in JavaScript. It defines the entire application design, unlike a JavaScript library which offers functions to be called in code. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A JavaScript framework is an application framework written in JavaScript. It defines the entire application design, unlike a JavaScript library which offers functions to be called in code.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"javascript-library\">JavaScript Library\u003C\u002Fh3>\n\n\n\n\u003Cp>A collection of useful code which provides functions to be called by the application code.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"javascript-object-notation-json\">JavaScript Object Notation (JSON)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A file standard consisting of key-value data pairs. Can be used to transmit arrays, strings, and serializable objects between systems. Due to popularity and portability, it also often replaces the XML file format in JSON communications. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A file standard consisting of key-value data pairs. Can be used to transmit arrays, strings, and serializable objects between systems. Due to popularity and portability, it also often replaces the XML file format in JSON communications.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"loading-performance\">Loading Performance\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A performance optimisation practise which focuses on load order, file efficiency and compression (amongst others) which aims to make a web application\u002Fwebsite render and paint faster in a web browser. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A performance optimisation practises which focuses on load order, file efficiency and compression (amongst others) which aims to make a web application\u002Fwebsite render and paint faster in a web browser.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"markdown\">Markdown\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Markdown is a popular and easy to acess markup language most typically used for writing developer documentation. Its simple syntax also lends itself to managing static websites through being a static data source. "}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">Markdown is a popular and easy to access markup language most typically used for writing developer documentation. Its simple syntax also lends itself to managing static websites through being a static data source. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"minification\">Minification\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"The procedure of removing any irrelevant data to save on the overall loading speed site wide. This can include testing the current formatting and dismissing any unused code and you should always be careful not to impact how the resource is processed by the browser. You can access this data through https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":{"1":2,"2":16043212},"11":4,"12":0}\">The procedure of removing any irrelevant spaces, comments and characters to save on the overall loading time caused by file size. This can be achieved through command line build tools or popular CMS plugins.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"multi-page-application-mpa\">Multi Page Application (MPA)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A description for a traditional website that has multiple singular page loads. The opposite of an SPA. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A description of a traditional website that has multiple singular page loads. The opposite of a SPA, whereby each individual page visit causes a browser load event. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"pre-render\">Pre-render\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"Using a web service to produce HTML snapshots of website pages in advance in order to serve to Bot requests"}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">Using a web service to produce HTML snapshots of website pages in advance in order to serve to Bot requests.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"progressive-web-application-pwa\">Progressive Web Application (PWA)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A PWA is a website application that effectively uses modern website capabilities to pass over an app-like experience to the users. The high-quality PWA should deliver a reliable, fast and engaging experience that benefits the end user. Features of PWAs include offline browsing, push notifications and background syncing and updates. "}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">A PWA is a website application that effectively uses modern website capabilities to pass over an app-like experience to the users. The high-quality PWA should deliver a reliable, fast and engaging experience that benefits the end user. Features of PWAs include offline browsing, push notifications and background syncing and updates. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"render\">Render\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"The process of a web browser fetching data within a website's code and turning this into an output of a viewable page. To do this, the JavaScript code exploits the DOM elements to load rendered content everytime a landing page is loaded."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":{"1":2,"2":16043212},"11":4,"12":0}\">The process of a web browser fetching data within a website’s code and turning this into an output of a viewable page. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"render-blocking-source\">Render Blocking Source\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"As resources are loaded into the \u003Chead> of a document, they are by default usually render blocking. This means they prevent the rendering to the browser until their loading is complete. CSS and JavaScript files are by default render blocking. It’s important to fully optimise these files and where possible load the JavaScript files asynchronously to prevent this delay to the rendering. "}” data-sheets-userformat=”{"2":769,"3":{"1":0},"11":4,"12":0}”>As resources are loaded into the <head> of a document, they are by default usually render blocking. This means they prevent the rendering to the browser until their loading is complete. CSS and JavaScript files are by default render blocking. It’s important to fully optimise these files and where possible load the JavaScript files asynchronously to prevent this delay to the rendering. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"rendering-performance\">Rendering Performance\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A performance optimisation practise which focuses on server-side technology to produce static HTML and optimised application code to serve to users and internet bots."}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A performance optimisation practise which focuses on server-side technology to produce static HTML and optimised application code to serve to users and internet bots.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"server-side-rendering-ssr\">Server-side Rendering (SSR)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A catch-all definition of a number of methods to produce static HTML files from JavaScript application code on the server. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">A catch-all definition of a number of methods to produce static HTML files from JavaScript application code on the server.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"single-page-application-spa\">Single Page Application (SPA)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A SPA is a modern dynamic web application programmed in JavaScript that runs within a browser. This process helps to serve an excellent UX with no page reloads and lack of excess waiting time. Instead of full page reloads between page views, like a MPA, a Single Page Application dynamically includes changing sections of a page when requested, leading to a much improved user experience. "}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">A SPA is a modern dynamic web application programmed in JavaScript that runs within a browser. This process helps to serve an excellent UX with no page reloads and lack of excess waiting time. Instead of full page reloads between page views, like an MPA, a Single Page Application dynamically includes changing sections of a page when requested, leading to a much-improved user experience. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"static-site-generation\">Static Site Generation\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"This describes a type of website that is stored on the server as static HTML files, with no server-side processing. It can be built from a JAMStack web application but is stored in it's "built" form. Once compiled into static files, these are usually then published to the server or content delivery network. "}\" data-sheets-userformat=\"{"2":769,"3":{"1":0},"11":4,"12":0}\">This describes a type of website that is stored on the server as static HTML files, with no server-side processing. It can be built from a JAMStack web application but is stored in it’s “built” form. Once compiled into static files, these are usually then published to the server or content delivery network.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"time-to-first-byte-ttfb\">Time to First Byte (TTFB)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"TTFB is the length of time taken for your browser to receive the first byte of the initial response from your website's server. You can test this with the WebPageTest tool that will deliver granular performance results https:\u002F\u002Fwww.webpagetest.org\u002F."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":{"1":2,"2":16043212},"11":4,"12":0}\">TTFB is the length of time taken for your browser to receive the first byte of the initial response from your website’s server. You can test this with the WebPageTest tool that will deliver granular performance results \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\">https:\u002F\u002Fwww.webpagetest.org\u002F\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"time-to-interactive-tti\">Time to Interactive (TTI)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"TTI measures the time until a page is fully rendered for a user and responding to a user. Even once a page is fully or partially painted in a browser, if tasks are executing it may not be reliably reponsive for users until this is completed. Code improvements will improve this. "}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">TTI measures the time until a page is fully rendered for a user and responding to a user. Even once a page is fully or partially painted in a browser, if tasks are executing it may not be reliably responsive for users until this is completed. Code improvements will improve this. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"universal-rendering\">Universal Rendering\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"The process of sending an application that has been fully rendered within the primary payload to the browser."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":{"1":2,"2":16043212},"11":4,"12":0}\">The process of sending an application that has been fully rendered within the primary payload to the browser.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"web-rendering-service-wrs\">Web Rendering Service (WRS)\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan data-sheets-value=\"{"1":2,"2":"A headless browser than transforms HTML and JavaScript into something that can be displayed to a user or interpreted by an algorithm. The WRS comes to the site as a unique user would, with no cookies, permissions allowed to gain a holistic view of the website."}\" data-sheets-userformat=\"{"2":771,"3":{"1":0},"4":[null,2,65280],"11":4,"12":0}\">A headless browser than transforms HTML and JavaScript into something that can be displayed to a user or interpreted by an algorithm. The WRS comes to the site as a unique user would, with no cookies, permissions allowed to gain a holistic view of the website.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>If you need assistance with implementing JavaScript on your website or are considering partnering with a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fjavascript-website-seo\u002F\">JavaScript SEO agency\u003C\u002Fa>, you can schedule a free consultation by \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contacting our team today\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":189,"protected":232},7923,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1343,"inline_featured_image":232,"footnotes":5},"Our extensive JavaScript SEO glossary helps to understand the necessary terminology behind JavaScript and the Impact it can have on SEO. View the 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