[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fclaire-henley":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":178,"head_links":179,"breadcrumbs":166,"posts":183,"pages":161,"head":1515},"Claire Henley","","I'm a Senior Paid Media Strategist at Impression.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":30,"page_content_modules":85,"hero":162},"\u003Cp>Senior Paid Media Strategist. Joined Impression in January 2020.\u003C\u002Fp>\n\u003Cp>My career began working at Boots for their then, new website, where I learnt so much about retail, ecommerce and digital marketing. During my time at Boots, I worked closely with their external agency and this is when I knew that I wanted to experience the agency side of marketing to grow my knowledge & skills set more. I was eager to work across multiple ecommerce & lead generation clients.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBeing a part of a global award-winning paid media team.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me looking after my beloved buns, Arthur & Rodger. I also enjoy cooking & watching sports (Liverpool!!) as well spending the majority of the time outside, walking in new places and travelling to new places.\u003C\u002Fp>\n","Senior Paid Media Strategist",[13],{"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},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},6319,"Claire-Henley","mO32PPWW-Claire-Henley.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&q=90","\u002Fclaire-henley\u002F","33","claire-henley","inherit","2021-05-21 10:46:19","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[86],{"acf_fc_layout":87,"reduced":88,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":89,"posts":90},"author_posts",true,"Claire Henley’s posts",{"data":91,"pages":161},[92,109,123,133,143,152],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":106},"post","Prime Yourself – Amazon Prime Day 2026","\u003Cp>Amazon Prime Day takes place once a year, usually in July, and offers brands the opportunity to capitalise on the rush of consumers in search of deals online. The temporary increase in competition with Amazon can pose problems for advertisers, particularly in terms of spend inflation. But it’s equally possible to excel on Prime Day […]\u003C\u002Fp>\n","\u002Fblog\u002Famazon-prime-day\u002F","2026-03-27T13:12:06",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=786%2C163%2C1369%2C1369&w=640",[101,103],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmO32PPWW-Claire-Henley.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":104,"image":105},"Dave Alexander","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":107,"name":108},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":93,"title":110,"excerpt":111,"to":112,"postedAt":113,"readingTime":114,"image":115,"authors":116,"category":121},"Performance Max – let’s delve a little deeper","\u003Cp>Launched in November 2021, Performance Max is a campaign type within Google Ads that allows advertisements to automatically optimise their campaigns, by deploying assets across the full range of Google ad properties (Search, Shopping, Display, Discovery, Gmail and YouTube), to get more out of their spend. Based on machine learning, Performance Max analyses cross-channel data […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-use-performance-max\u002F","2023-03-30T13:56:02",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fperformance-max-lets-delve-a-little-deeper-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C385%2C2333%2C2333&w=640",[117,118],{"name":4,"image":102},{"name":119,"image":120},"Sam Cooper","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":122,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":93,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":132},"The 12 Days Of PPC Christmas","\u003Cp>Do you know what’s in Santa’s sack? Conversions. Loads of them. However, he only dishes them out to account managers who get their accounts into top shape. So, if you want to be on the big man’s “Nice” list this year, we have a checklist to help you do just that. Let us present to […]\u003C\u002Fp>\n","\u002Fblog\u002F12-days-ppc-christmas\u002F","2022-02-07T16:48:11",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fg5zqs6Dh-050720211625503516_christmas-1911637_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":4,"image":102},{"to":122,"name":18},{"type_key":93,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":142},"The Use Of Automation In PPC","\u003Cp>Automation is simply giving most of the control to Google’s or Bing’s algorithms to help determine where you can best achieve the KPIs & goals set for the account, or campaign. It can be utilised across different channels, search, display & video. Most people will assume automation means automatic bidding strategies but it can be […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-use-of-automation-in-ppc\u002F","2022-02-07T16:48:15",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504218_photos-hobby-U3sOwViXhkY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":4,"image":102},{"to":122,"name":18},{"type_key":93,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":98,"image":148,"authors":149,"category":151},"Testing Your PPC Ad Copy","\u003Cp>We all want to increase traffic but don’t always want to expand into other marketing channels or increase spend. Ad copy testing can be a great place to start in achieving that goal. Ad testing within campaigns can sometimes be a task in the audits that gets overlooked but can often be the most effective […]\u003C\u002Fp>\n","\u002Fblog\u002Ftesting-your-ppc-ad-copy\u002F","2022-02-07T16:48:16","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504317_jason-dent-JVD3XPqjLaQ-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[150],{"name":4,"image":102},{"to":122,"name":18},{"type_key":93,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":98,"image":157,"authors":158,"category":160},"The Rise Of YouTube","\u003Cp>Shop visits during lockdown decreased at an alarming rate and consequently, the demand for online inspiration and casual browsing is changing dramatically. It is more important than ever to be creative in the ways in which you gain your customer’s attention. That is why in the coming months and key seasonal months, YouTube is going […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-rise-of-youtube\u002F","2025-03-18T16:08:01","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504323_szabo-viktor-UfseYCHvIH0-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159],{"name":4,"image":102},{"to":122,"name":18},"3",{"type":163,"style":164,"title":165,"heading":4,"intro":10,"services":12,"breadcrumbs":166,"photo":47,"social":178},"author","dark","Meet the Team",[167,170,173,176],{"path":168,"name":169},"\u002F","Home",{"path":171,"name":172},"\u002Fabout\u002F","About Us",{"path":174,"name":175},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":177,"name":4},null,{"twitter":5,"linkedin":5},[180],{"rel":181,"href":182},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fclaire-henley\u002F",[184,539,770,961,1146,1331],{"id":185,"date":186,"date_gmt":186,"guid":187,"modified":97,"modified_gmt":97,"slug":189,"status":19,"type":93,"link":96,"title":190,"content":191,"excerpt":194,"author":195,"featured_media":196,"comment_status":20,"ping_status":20,"sticky":193,"template":5,"format":197,"meta":198,"categories":201,"collections":203,"coauthors":204,"class_list":207,"acf":215,"head_links":216,"breadcrumbs":217,"url_path":96,"search_description":200,"featured_image_urls":224,"authors":259,"type_nicename":303,"reading_minutes":98,"category":304,"yoast_title":199,"yoast_meta":306,"yoast_json_ld":363,"_links":489},18264,"2026-02-10T16:09:00",{"rendered":188},"\u002F?p=18264","amazon-prime-day",{"rendered":94},{"rendered":192,"protected":193},"\n\u003Cp>Amazon Prime Day takes place once a year, usually in July, and offers brands the opportunity to capitalise on the rush of consumers in search of deals online. The temporary increase in competition with Amazon can pose problems for advertisers, particularly in terms of spend inflation. But it’s equally possible to excel on Prime Day and see record sales with the right approach.\u003C\u002Fp>\n\n\n\n\u003Cp>Over the course of this guide, we explore what impact this annual event can have on your brand’s performance – and what you can do to compete, even if you don’t currently sell through Amazon. Read on for actionable tips on maximising your Prime Day revenue from our in-house experts.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: This post has been updated for 2026 👍 \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-amazon-prime-day\">What is Amazon Prime Day?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-is-the-next-amazon-prime-day\">When is the next Amazon Prime Day?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-if-my-brand-isnt-on-amazon\">What if my brand isn't on Amazon?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#potential-impact-on-your-brands-performance\">Potential impact on your brand’s performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-compete-on-amazon-prime-day\">How to compete on Amazon Prime Day\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-tackling-spend-inflation-and-low-conversions\">1. Tackling spend inflation and low conversions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#what-you-should-do\">What you should do\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-countering-amazons-exclusive-member-only-offers\">2. Countering Amazon's exclusive, member-only offers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#what-you-should-do\">What you should do\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-capitalising-on-the-chance-to-promote-brand-loyalty\">3. Capitalising on the chance to promote brand loyalty\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#what-you-should-do\">What you should do\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-making-sure-your-brand-stacks-up\">4. Making sure your brand stacks up?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#what-you-should-do\">What you should do\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-wider-business-impact\">The wider business impact\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#stand-out-on-amazon-prime-day-with-impression\">Stand out on Amazon Prime Day with Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>We’ve helped hundreds of brands to maximise their Amazon Prime Day performance and make the most of this short window of opportunity each year. Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media agency\u003C\u002Fa> page to discover how we can help your business or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out to us to learn more\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-amazon-prime-day\">What is Amazon Prime Day?\u003C\u002Fh2>\n\n\n\n\u003Cp>Originally starting in 2015, Amazon Prime Day is a 2-day event whereby Amazon showcases numerous offers and deals for its prime members to gain exclusive access – this is the \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F529740\u002Fsvod-services-by-penetration\u002F\">13.4 million people in the UK with an Amazon Prime subscription\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"when-is-the-next-amazon-prime-day\">\u003Cstrong>When is the next Amazon Prime Day?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>At the time of publishing, the dates for Amazon Prime Day have not yet been announced. However, Spring Deal Days, Black Friday and other promotions are becoming more prevalent for bargain hunters. \u003C\u002Fp>\n\n\n\n\u003Cp>Amazon Prime Day is expected to take place in \u003Cstrong>July 2026\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fgregpetro\u002F2025\u002F07\u002F23\u002Fprime-day-is-boosting-amazons-competition\u002F\">figures reported by Forbes\u003C\u002Fa>, Amazon Prime Day brought in record US sales in 2025. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-if-my-brand-isnt-on-amazon\">\u003Cstrong>What if my brand isn’t on Amazon?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If your brand isn’t using Amazon ads or Amazon as a reseller, you’re probably wondering how you can compete during this key selling event. To ensure you aren’t losing customers to Amazon, it will be crucial for you to find a different way to get in front of your audience during this time, especially if you are specialising in electronics or smart technology devices. \u003C\u002Fp>\n\n\n\n\u003Cp>Looking to make yourself heard above the noise? Push your own offers and deals across platforms such as Google Search, Shopping, Display, YouTube and social media platforms (and read on for our top tips on how to compete through these channels).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"potential-impact-on-your-brands-performance\">\u003Cstrong>Potential impact on your brand’s performance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Lower pricing on Amazon can impact your conversion rate over these dates, despite overall demand not fluctuating too much. This is certainly something we’ve seen for our own ecommerce clients, and is one to watch out for closely when Prime Day rolls around. It can lead to your bid strategies starting to overspend to reach an unrealistic ROAS or CPA target, which normally results in inefficient spend.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Famazon-prime-clicks-and-coversions.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25206\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-compete-on-amazon-prime-day\">How to compete on Amazon Prime Day\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-tackling-spend-inflation-and-low-conversions\">1. Tackling spend inflation and low conversions\u003C\u002Fh3>\n\n\n\n\u003Cp>With Amazon attracting a higher number of users and customers browsing to make sure they are getting the best deal, it can inflate spending and low-converting traffic.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"what-you-should-do\">What you should do\u003C\u002Fh4>\n\n\n\n\u003Cp>Reduce budgets if you know your pricing is not in line with Amazon, to ensure your account is still performing as efficiently as it can do and tighten your targets to restrict your campaigns from overspending.\u003C\u002Fp>\n\n\n\n\u003Cp>Also, applying a seasonality bid adjustment to instruct your bidding strategies that the account will likely see a drop in conversion rate over these days. In Google Ads, you can do this by going to ‘Tools & Settings’ > ‘Bid Strategies’ > ‘Advance Controls’. You’re then able to provide information on start and end Days\u002FTimes, Campaign types affected, devices and how much of an increase\u002Fdecrease in CvR is expected. \u003C\u002Fp>\n\n\n\n\u003Cp>To help with setting the correct conversion rate adjustment, take a look back at historical performance when Amazon Prime has previously run and how your account has performed (refer to dates at the top of this blog.)\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-countering-amazons-exclusive-member-only-offers\">2. Countering Amazon’s exclusive, member-only offers\u003C\u002Fh3>\n\n\n\n\u003Cp style=\"font-size:18px\">Amazon Prime Day entices users by launching exclusive, members-only offers. This approach risks turning off non-Prime members who don’t want to have to pay a monthly subscription to receive deals.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"what-you-should-do\">What you should do\u003C\u002Fh4>\n\n\n\n\u003Cp>If your customers are the ones unlikely to pay a monthly subscription cost, look at what you are promoting across your channels and tailor your messaging and USPs to speak to these people, for example, no account needed, same-day delivery, price matched etc. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-capitalising-on-the-chance-to-promote-brand-loyalty\">3. Capitalising on the chance to promote brand loyalty\u003C\u002Fh3>\n\n\n\n\u003Cp>Prime Day is not only an event for Amazon to drive an eye-watering amount of sales, but it is also a key time to increase its number of Prime users and subscriptions. You too should think of the short- and long-term gains a strong offer period can bring.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"what-you-should-do\">\u003Cstrong>What you should do\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>If you have an enticing loyalty programme, scheme or card, promote it! Make sure your current customers know what’s on offer and be explicit about how you will reward them by continuing to shop with you. If you have a newsletter, encourage users to sign up for it to be the first to know about future sales and offers. By enticing people to sign up for your loyalty scheme or newsletter, you’ll also be able to build your first-party data pool which should be a key focus as we prepare for the depreciation of the third-party cookie.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-making-sure-your-brand-stacks-up\">4. Making sure your brand stacks up \u003C\u002Fh3>\n\n\n\n\u003Cp>Shopping around for the best deal becomes even more prevalent during promotional events like Black Friday and Prime Day. Consumers have become more demanding and less brand loyal as more choice is available online. In this context, it’s more important than ever to compare how your advertising stacks up against larger players like Amazon, and make adjustments accordingly.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading has-medium-font-size\" class=\"wp-block-heading has-medium-font-size\" id=\"what-you-should-do\">\u003Cstrong>What you should do\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Broaden your channel use and reassess whether you are utilising your budget to speak to customers at different stages in their journey, from the initial research phase (Google Search or YouTube) to purchase (Shopping or Search). Knowing that users might head straight to Amazon to look for the cheapest offer, make sure you dedicate time to tweaking your budget to align with the customer’s journey ahead of Prime Day taking place.\u003C\u002Fp>\n\n\n\n\u003Cp>Optimise your website homepage to call out your offers and the products which you are price matching, putting them in positions that are clear to see. If your company has a brick-and-mortar store, use location campaigns and Google My Business\u002FGoogle Maps to show customers how close they are to a store, prompting them to visit. For Shopping campaigns, really push the use of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F3057972?hl=en-GB\">local inventory ads\u003C\u002Fa>. Customers want quick, easy and convenient shopping.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-wider-business-impact\">The wider business impact\u003C\u002Fh2>\n\n\n\n\u003Cp>Whilst Amazon Prime Day typically lasts just 48 hours, making sure you’re competitive during this time can drive long-term gains for your business. \u003C\u002Fp>\n\n\n\n\u003Cp>Promoting your offers across various platforms and informing your customers of what they might miss out on could drive visits to your website in the future to check out your deals. Customers might check back to see whether your offer has launched yet and may also compare your offer against multiple other websites. For this reason, it’s worth making a note of this when analysing your performance to remove any concern about conversion rates dipping during competitive offer periods like Amazon Prime Day. \u003C\u002Fp>\n\n\n\n\u003Cp>Your efforts will also help you to build an audience pool to retarget during other events such as summer sales, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fblack-friday-for-ecommerce\u002F\">Black Friday\u003C\u002Fa>, Boxing Day sales, January clearance and ad hoc 1 day-only sales. To ensure your ads are relevant, tailor the forms on your site to capture information about a user’s preferences, demographics or interests. By capturing this information you can create bespoke offers to specifically target a certain group of people. By honing in on a specific group, you will likely see the engagement rate and conversion rate of your campaigns increase, ultimately driving more revenue. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re new to running promotions, be open to a test-and-learn approach. When your campaign has ended, assess which offers and messages resonated the most with your customers and drove the most revenue. Was it pushing a percentage % off or money £ off? Was it multiple buy promotions, discounts or price matching? There’s lots to explore here. Build your future offers based on these insights to grow traffic, increase engagement and in turn, maximise sales. \u003C\u002Fp>\n\n\n\n\u003Cp>Focusing on strong messaging, increasing your visibility, and shouting about your brand’s reputation alongside competitive deals will put you in a solid position to compete against Amazon during Prime Day.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"stand-out-on-amazon-prime-day-with-impression\">Stand out on Amazon Prime Day with Impression\u003C\u002Fh2>\n\n\n\n\u003Cp>With over a century of combined paid media experience, our team is well placed to help you capitalise on the commercial opportunities presented by Amazon Prime Day each year. Head over to our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media agency\u003C\u002Fa> page for a flavour of what we can do or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch for a free consultation\u003C\u002Fa>.\u003C\u002Fp>\n",false,{"rendered":95,"protected":193},21,18272,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":199,"_yoast_wpseo_metadesc":200,"inline_featured_image":193,"footnotes":5},"Prime Yourself - Amazon Prime Day 2026 | Impression","Discover how to compete on Amazon Prime Day by shouting about your brand’s reputation and offering competitive deals.",[202],59,[],[205,206],168,185,[208,93,209,210,211,212,213,214],"post-18264","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce",[],[],[218,219,222,223],{"path":168,"name":169},{"path":220,"name":221},"\u002Fblog\u002F","Blog",{"path":107,"name":108},{"path":177,"name":94},{"thumbnail":225,"medium":227,"medium_large":229,"large":231,"1536x1536":235,"2048x2048":237,"post-thumbnail":239,"12_col":241,"default_landscape":243,"default_portrait":245,"6_col_and_margin_short":247,"11_col_and_margin":249,"9_col_rectangle":251,"11_col":253,"staff_image_696_600":255,"rectangular_thumbnail":257},{"url":99,"width":226,"height":226},640,{"url":228,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":230,"width":53,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":232,"width":233,"height":234},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":236,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":238,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":240,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":242,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":244,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":246,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":248,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":250,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":252,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":254,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":256,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":258,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Famazon-prime-day-featured-image-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=510%2C528%2C1841%2C736&w=750",[260,268],{"id":195,"path":261,"display_name":4,"job_title":11,"description":6,"avatar_url":102,"acf":262},"\u002Fabout\u002Four-team\u002Fclaire-henley\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":263,"photo":266},[264],{"page":265,"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},{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":267},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},{"id":269,"path":270,"display_name":104,"job_title":11,"description":271,"avatar_url":105,"acf":272},85,"\u002Fabout\u002Four-team\u002Fdave-alexander\u002F","I'm a Senior Paid Media Strategist at Impression. I work on a number of client accounts, utilising my PPC expertise to implement the most effective techniques to help them grow their business.",{"job_title":11,"full_bio":273,"specialist_service_links":274,"photo":277},"\u003Cp>Senior Paid Media Strategist. Joined Impression in July 2021.\u003C\u002Fp>\n\u003Cp>I spent 3 years working at a full service marketing agency in Leicester working predominantly with national house builders. During my time at this agency, I progressed from account executive to becoming the company’s first PPC account manager, I became responsible for managing 26 accounts! Prior to this, I worked in basketball as a coach, community projects manager and marketing manager for the Leicester Riders & Leicester Riders Foundation.\u003C\u002Fp>\n\u003Cp>At Impression, I work on a variety of client accounts, utilising my knowledge in PPC to apply the best strategies to help their business grow. I also assist in creating new proposals and regularly support the wider PPC team.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’ve represented Great Britain & England at a junior level in Kyokushin Karate.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy spending time with my family and playing basketball and golf.\u003C\u002Fp>\n",[275],{"page":276,"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},{"ID":278,"id":278,"title":279,"filename":280,"filesize":25,"url":281,"link":282,"alt":5,"author":283,"description":5,"caption":5,"name":284,"status":38,"uploaded_to":25,"date":285,"modified":285,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":286},8608,"Dave-Alexander","JnGRR2J5-Dave-Alexander.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress%2Cformat&q=90","\u002Fdave-alexander\u002F","12","dave-alexander","2021-07-23 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Based on machine learning, Performance Max analyses cross-channel data to help advertisers increase their click-through rates, conversions and ROI.\u003C\u002Fp>\n\n\n\n\u003Cp>Google promotes Performance max as an evolution of Smart Shopping and is automatically upgrading these campaigns to Performance Max. Advertisers should be aware of this change and key difference between Performance Max and Smart Shopping as they plan for future campaigns. Performance max supports the full spectrum of conversion goals for a brand whether this be online sales, lead generation, Omni channel sales, store visits, and recently launched new customer acquisition.\u003C\u002Fp>\n\n\n\n\u003Cp>Smart Shopping was launched in 2018, and marked Google’s first step in driving the shopping channel towards machine learning. This campaign type would optimise towards your conversion goals through Shopping ads, Local Inventory ads, and Display ads. Performance Max goes much further, not only by deploying cross-network targeting across all Google ad properties, but also by utilising all of Google’s automation technologies – from audience targeting to creative a\u002Fb testing – in pursuit of your conversion goals. The downside is that, while Performance Max relies on machine learning to hone its targeting and bidding algorithms, it doesn’t tell us much about this process.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog will provide you with actionable takeaways to help you assess and report on performance, alongside how to incorporate learnings from PMax performance into your other wider marketing mix.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-does-performance-max-differ-from-smart-shopping\">How does Performance Max differ from Smart Shopping?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#visibility-within-performance-max\">Visibility within Performance Max\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#interaction-across-search-performance-max\">Interaction across Search & Performance Max\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#performance-max-for-ecommerce\">Performance Max for ecommerce\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#performance-max-for-b2b\">Performance Max for B2B\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#managing-your-asset-groups\">Managing your asset groups\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-the-insights-feature\">Using the insights feature\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#our-thoughts\">Our thoughts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#new-features\">New features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#new-customer-acquisition\">New Customer Acquisition\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#account-wide-negatives\">Account wide negatives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#video-creation-tool\">Video creation tool\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#experiments\">Experiments\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#upcoming-features\">Upcoming features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#asset-reporting\">Asset reporting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#brand-exclusions\">Brand exclusions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#page-feeds\">Page feeds\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-does-performance-max-differ-from-smart-shopping\">\u003Cstrong>How does Performance Max differ from Smart Shopping?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Smart Shopping has now been \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F12280808\">automatically upgraded\u003C\u002Fa> to Performance Max. Old Smart Shopping campaigns are therefore set to ‘removed’ in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa> accounts, which means their data is still visible but they can’t be used. Standard Shopping campaigns can still be used, but it’s worth bearing in mind that if there’s an Performance Max campaign targeting the same products, it will always take priority over Standard Shopping.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s nigh on impossible to do a clean data comparison between Smart Shopping and Performance Max; even when they could be run in tandem, PMax would absorb Smart Shopping’s traffic. Generally, though, across our client base, Performance Max campaigns are meeting or exceeding targets, particularly in eCommerce. \u003C\u002Fp>\n\n\n\n\u003Cp>One thing to be mindful of as you settle into your new PMax campaigns is reviewing impressions. You’ll likely see a large % increase – this will mainly be coming from PMax’s channel expansion to Display, YouTube, Discover and other ad formats – and the increase is not specifically your products or ads suddenly taking over the shopping space.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"visibility-within-performance-max\">\u003Cstrong>Visibility within Performance Max\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Performance Max sells itself that it should work alongside other campaign types such as search, discovery & display. However, there is very limited visibility on where the traffic, sales and reach is coming from within the campaign. Something that we all hope for is for Google to add this to its reporting features as the campaign increases in use. \u003C\u002Fp>\n\n\n\n\u003Cp>We can however see some top line figures as to where our ads are showing on placements and placement types within the report feature in Google Ads – Reports > Predefined > Other > Performance Max placements.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Ffinding-performance-max-campaign-placements-in-google-ads.png?auto=compress%2Cformat&q=90\" alt=\"Finding performance max campaign placements in the predefined reports (dimensions) column in Google Ads.\" class=\"wp-image-19290\" width=\"353\" height=\"451\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>When setting up and launching \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">Performance Max campaigns\u003C\u002Fa>, it is best to follow the guidelines as instructed by Google, with all the assets, headlines, video & feed implemented into the campaign. Google’s video builder, however, can help you create video creatives if you lack them (found under tools & settings > asset library > + video). From the assets provided, you can add custom text and music to create a video.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"interaction-across-search-performance-max\">\u003Cstrong>Interaction across Search & Performance Max\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The interaction between search & performance max campaigns allows you to gain incremental search coverage for any search terms that do not match\u002Fare identical to a current keyword in your account and when a query is not identical, the campaign with the highest ad rank will be chosen to serve.\u003C\u002Fp>\n\n\n\n\u003Cp>For search terms that match a keyword, these will continue to go through your current search campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"performance-max-for-ecommerce\">\u003Cstrong>Performance Max for ecommerce\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re an ecommerce brand that is reliant on Smart Shopping campaigns, it’s likely you are used to including all of your eligible products into one campaign. With Performance Max, you may still wish to follow this approach and therefore agree with Google’s best practice advice of grouping all items together.\u003C\u002Fp>\n\n\n\n\u003Cp>On the basis that a client had no access to assets, we would advise on using Performance Max for the retail section only, and focus on the shopping feature. While you can’t fully control where PMax campaigns serve, you can limit its potential channel use by leaving the asset group empty when creating the campaign. It’s important to note, however, that Performance Max without assets can still serve in Search, by pulling headlines from your website like a Dynamic Search Ad, and in Display, by using images from your Merchant Center Feed. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Shopping campaigns\u003C\u002Fa> have previously covered the shopping space and have been heavily reliant on the feed. Performance Max opens a door for your brand to be visible across a wider variety of platforms and despite product price still playing a key role in most ads, it enhances product feed ads by allowing you to showcase a broader range of USPs attached to your product and brand.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"performance-max-for-b2b\">\u003Cstrong>Performance Max for B2B\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With Performance Max being marketed as the new Smart Shopping, lead generation businesses can still benefit. PMax can be created without a Shopping feed and paired with offline conversion data, so the algorithm can understand which leads resulted in sales, allowing you to focus on Search, Display, YouTube and Discovery campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>You have two options here to improve lead quality. One is to split Performance Max campaigns by goal types (e.g. email signups, form completions) and choose specific CPAs for each. The other is to utilise Google’s value-based bidding, assigning incremental conversion value to each step of the lead generation process. That way, Google will place a higher value on leads that progress further down the funnel. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"managing-your-asset-groups\">\u003Cstrong>Managing your asset groups\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Asset groups are Performance Max’s take on ad groups. When you set up a PMax campaign with a shopping feed, asset groups are directly tied to \u003Cem>listing groups\u003C\u002Fem>, which are simply sets of products from the shopping feed, filtered however you’ve chosen. While you can’t set campaign goals at the asset group level like you used to be able to with ad groups, they allow you to tie specific sets of assets to specific sets of products to make sure you’re serving the most relevant ad to the right user at the right time. \u003C\u002Fp>\n\n\n\n\u003Cp>While Smart Shopping allowed you to filter products via multiple custom labels, Performance Max now only gives you the option to filter by one. It’s still beneficial to use this feature where possible to split campaigns out at product level, so you can set different ROAS targets per product category e.g clothing or instruments, as well as having specific assets and copy too.\u003C\u002Fp>\n\n\n\n\u003Cp>One way that you can compare asset groups is by running different messaging. A strategic approach that we have tested is comparing bottom of the funnel messaging (wanting your users to purchase or take action) to top of the funnel messaging (for users who may be less likely to buy). From here, we can analyse engagement and conversion statistics, then allocate resources equitably across short and long-term strategies as current business and competitive contexts demand.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you have gathered enough data via these asset groups, you can broaden this out into specific campaigns that each have different strategies and targets.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, your top of the funnel campaign with generic messaging & call to actions may have a lower ROAS or higher CPA target, as you aren’t encouraging users to purchase or take action. Whereas your bottom of funnel campaign that has clear messaging & strong call to actions may target a higher ROAS and lower CPA as you’ll likely generate more sales or leads from this tailored copy. \u003C\u002Fp>\n\n\n\n\u003Cp>One strategy could be to look at using different funnel stages and adjust the targets, whether that be ROAS or CPA, based on this.\u003C\u002Fp>\n\n\n\n\u003Cp>However, unlike when you have tried this before for social or display activity, PMax audience signals are not strict, confined targets. Therefore, if you apply in market or affinity audiences to the top of the funnel campaign and remarketing audiences to the bottom of the funnel campaign, it does not mean you are only going to be showing to these users only. Performance Max is a growth-focused campaign type, and it seeks to help you unlock new customer segments. In fact, you can set Performance Max to optimise towards (and therefore bid more aggressively for) \u003Cem>new \u003C\u002Fem>customers. This is particularly useful if you have strong customer retention, or measure lifetime value. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-the-insights-feature\">\u003Cstrong>Using the insights feature\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Whilst the insights report feature is currently fairly basic, it does clearly show what’s working, trends and search terms. All of which can help inform strategies, albeit at a fairly top level at the moment.\u003C\u002Fp>\n\n\n\n\u003Cp>You must allow enough time for your campaigns to gather the right amount of data before Google can provide you with meaningful insights. \u003C\u002Fp>\n\n\n\n\u003Cp>You are able to view search terms that have triggered your ads to appear in the consumer spotlight section which highlights the terms, their revenue, search volume and which asset group they fell through into. This was something that Smart Shopping did not do, in comparison to Performance Max. But whilst still being a ‘black box’, PMax provides us with a bit more information here than Smart Shopping did!\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Finsights-feature-for-performance-max-campaigns.png?auto=compress%2Cformat&q=90\" alt=\"Text: Explore search terms your ads appeared for. Search terms grouped into categories, how you're performing on them and opportunities to grow.\" class=\"wp-image-19291\" width=\"567\" height=\"153\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Within the Asset Group > View Detail section, you can assess where your ads and campaigns can improve by analysing Google’s rating of elements such as your headlines and assets.\u003C\u002Fp>\n\n\n\n\u003Cp>This level of insight may also be beneficial for your wider marketing team who might use the information to feed into other campaigns such as email, ATL or social media activity. It will give an idea as to what is and isn’t working and whether anything is worthwhile trailing across other channels. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"our-thoughts\">\u003Cstrong>Our thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Like it or loathe it, Performance Max is only going to start being used more widely. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are some of our top tips and takeaways for you to trial in your own campaigns:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Utilise default filters or maximise the use of custom labels to filter through certain products or ranges that you would to separate out e.g. pricing, categories, brands.\n\u003Cul class=\"wp-block-list\">\n\u003Cli>This will help you to have clearer visibility based on your data set and the performance certain brands or categories are having.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-labels-for-performance-max-campaigns.png?auto=compress%2Cformat&q=90\" alt=\"A drop down menu showing 'Custom Label' with custom labels numbered from 0 to 4 showing.\" class=\"wp-image-19289\" width=\"191\" height=\"386\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Refrain from running Smart Shopping & Performance Max campaigns at the same time – in most cases Smart Shopping won’t even serve at all! Performance Max will take priority over Smart Shopping and once the campaign is out of the learning stage, you’ll see your smart shopping campaigns stop spending. Once PMax runs out of daily budget, Smart Shopping Campaigns will then serve. Be aware that if you use the upgrade feature to change Smart Shopping to PMax, the Smart Shopping campaign will be deleted.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Ask your agency to speak with their Google rep to ensure all negative keywords are applied to your campaigns so that your brand guidelines are still adhered to.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use the asset groups to trial different copy and image variants within one campaign. This could be subtle differences in messaging, changing calls to actions or using different types of creatives.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Performance Max doesn’t give us much in terms of control aside from the inputs (creatives & product feed) and the outputs (goal, placements and conversion setup). If you’re relying on shopping campaigns specifically, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Ffeed-optimisation\u002F\">feed optimisation\u003C\u002Fa> and strong creatives alongside a\u002Fb testing are key to ensure that the feed aspect of the campaign will continue to perform at an optimum level. It’s vital to ensure you do not neglect your feed.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"new-features\">\u003Cstrong>New features\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"new-customer-acquisition\">\u003Cstrong>New Customer Acquisition\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>There is a new feature with the performance max campaign set up that now allows you to target new customers – with the campaigns being either set to bid only for new customers,  this option will restrict ads to only show to new customers or to bid higher for new customers over returning customers, this option will optimise bids for new customers but will not be limited to new users only.\u003C\u002Fp>\n\n\n\n\u003Cp>Within this feature, it is best practice to use customer lists to help the campaign and bidding strategy know who are previous\u002Fcurrent customers, but you can also use remarketing lists too.\u003C\u002Fp>\n\n\n\n\u003Cp>Within e-commerce accounts that have a purchase\u002Frevenue-focused goal, you can apply the additional value that a new customer brings vs. a returning customer i.e returning customer=£50, new customer=£100, so we would set the new customer value to £50.\u003C\u002Fp>\n\n\n\n\u003Cp>For lead generation accounts,  this feature can still be applied without adding value for new customers but is advised. Therefore, it is beneficial to have CRM platforms integrated so you are able to see how much each lead has generated.\u003C\u002Fp>\n\n\n\n\u003Cp>The aim of this campaign type & feature is to help grow overall sales or lead volume, but with this campaign optimising towards new customers whom you’d then aim will bring long-term customer retention and revenue for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>With having a broader reach due to targeting new customers, the ROAS or CPA targets would need to be adjusted to consider this difference in performance you may see.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"account-wide-negatives\">\u003Cstrong>Account wide negatives\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>You can now apply up to 1000 negative keywords to your performance max campaigns, without needing to go through your Google rep to add these.\u003C\u002Fp>\n\n\n\n\u003Cp>This is music to a lot of brands’ & agencies’ ears as we now have more control over where ads show and minimise traffic that you don’t want to reach.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"video-creation-tool\">\u003Cstrong>Video creation tool\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>More video templates have been added to the video creation tool as mentioned earlier in the blog. This is helping brands to create videos to utilise within performance max that may not have a YouTube channel.\u003C\u002Fp>\n\n\n\n\u003Cp>It is worth noting that a video in performance max either has to be created in the platform using this tool or be provided in the form of a youtube link. Native brand videos cannot be uploaded.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"experiments\">\u003Cstrong>Experiments\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Now have the capabilities to run a\u002Fb tests for performance max campaigns either by –\u003C\u002Fp>\n\n\n\n\u003Cp>Running uplift experiments to understand how performance max performs alongside other campaigns and helping to show the benefit of multi-channel performance.\u003C\u002Fp>\n\n\n\n\u003Cp>Or by running a test on Performance max vs. standard shopping. Helps outline the difference in transitioning from the two different campaign types and to show the benefit of AI, cross-channel campaign type – performance max.\u003C\u002Fp>\n\n\n\n\u003Cp>This is good to trial for accounts who have been used to standard shopping & who may still be a little dubious in handing the reins over completely to Google.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"upcoming-features\">\u003Cstrong>Upcoming features\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"asset-reporting\">\u003Cstrong>Asset reporting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This will be a great benefit to accounts where you may be testing different copy, and different assets.\u003Cbr>\u003Cbr>This new feature will be on top of the already available insights but there will now be other metrics to report on such as cost, sales, and revenue.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"brand-exclusions\">\u003Cstrong>Brand exclusions\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Helps to control what brands your campaigns match to.\u003C\u002Fli>\n\n\n\n\u003Cli>Brand names will be pre-populated by Google in the drop-down box but there is the option to request a different brand if the one you would like to exclude is not available.\u003C\u002Fli>\n\n\n\n\u003Cli>This feature will then stop your ads from showing against specific brands in both search & shopping.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"page-feeds\">\u003Cstrong>Page feeds\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>This feature now allows you to specify which landing pages\u002FURLs are most relevant and want to send traffic to.\u003C\u002Fli>\n\n\n\n\u003Cli>The current feature ‘final URL expansion’ is a little 50\u002F50 of people who chose to opt into this feature, as by keeping this on you are allowing Google to send users to other landing pages, other than the one you have specified in your ad, so it is worth noting that this new feature does work alongside URL expansion in that if selected to be ON Google will not just restrict users to these landing pages but it will if the setting it set to OFF.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Stay up-to-date in the world of PPC and Paid Media in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">blog\u003C\u002Fa>. Need further support on Performance Max? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> if you have any questions.\u003C\u002Fp>\n",{"rendered":111,"protected":193},19281,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":551,"_yoast_wpseo_metadesc":552,"inline_featured_image":193,"footnotes":5},"Performance Max - let's delve a little deeper | Impression","Want to know how to maximise your performance max campaigns for ecommerce and lead generation? We explore tips on getting the most from performance 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you know what’s in Santa’s sack? Conversions. Loads of them. However, he only dishes them out to account managers who get their accounts into top shape. So, if you want to be on the big man’s “Nice” list this year, we have a checklist to help you do just that. Let us present to you, “The 12 Days Of PPC Christmas” – 12 things that you can do right now to get your account ready for Christmas and the New Year.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"start-the-new-year-strong\">Start the New Year strong\u003C\u002Fh2>\n\n\n\n\u003Cp>Here are 12 things that we highly recommend you consider implementing into your Google Ads account to get it into the best health possible.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day1\">Implement display remarketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day2\">Set up conversion tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day3\">Budgeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day4\">Ad copy\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day5\">Create a DSA campaign\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day6\">Speed up your website\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day7\">Add ad extensions\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day8\">Revamp landing pages to improve QS\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day9\">Take advantage of demographic targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day10\">Change to a multi-touch attribution model\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day11\">Set up tracking for cross-device and view-through conversions\u003C\u002Fa>\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#day12\">Multiple touch points\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>(Of course, if you somehow find time between eating mince pies or a slice of pumpkin pie, feel free to jump ahead a day or two.)\u003C\u002Fp>\n\n\n\n\u003Cp>There’s \u003Ca rel=\"noreferrer noopener\" href=\"#12days\">a little bonus\u003C\u002Fa> for you at the bottom, so make sure to read the whole thing!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day1\">Day 1: Implement display remarketing\u003C\u002Fh2>\n\n\n\n\u003Cp>There are multiple ways to use the Google Display Network (GDN), but few of them are ever as effective as a well structured \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">remarketing\u003C\u002Fa> campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>It just makes sense – why wouldn’t you target those who have already shown that they’re interested in what you have to offer? Due to the typically lower costs on the GDN, you can get many more chances to convert with this already engaged audience often at a much lower cost than via a Search or Shopping campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>Even better, you can segment your audiences to bid more aggressively on those who are more highly-engaged, e.g. those which have been on the website for a certain duration or those who last visited the site within a certain number of days.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"background-color: paleturquoise; padding: 10px 20px 10px 20px; margin: 1em 0; text-align: center;\">\u003Cstrong>PRO TIP:\u003C\u002Fstrong> For the icing on the cake, make sure to include some seasonal ad creatives.\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day2\">Day 2: Set up conversion tracking\u003C\u002Fh2>\n\n\n\n\u003Cp>No excuses – you should have done this already. Although it can be a \u003Cem>bit\u003C\u002Fem> fiddly for the less technically inclined, it’s absolutely essential for you to be able to track how effective your advertising is.\u003C\u002Fp>\n\n\n\n\u003Cp>Conversions don’t always mean sales – you can also track other valuable customer interactions, for example, phone calls, email sign-ups or even downloads.\u003C\u002Fp>\n\n\n\n\u003Cp>Rather than attempting to summarise \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6095821\">how to set up conversions\u003C\u002Fa>, I’m going to sensibly direct you to the authority on the subject – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6095821\">Google itself\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Please, please, please – do this today. You’ll thank me later.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day3\">Day 3: Budgeting\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Don’t think that you need to limit all of your budget into the Boxing day sales. If these past few years have taught us anything to do with ecommerce is that online shopping is just getting bigger and coupled with uncertainty around high street shopping, consumers will be browsing & shopping way before the 26th. Therefore, having ample budget in the lead up and on boxing day will ensure that you are visible in the early stages of customers shopping and, more importantly, be remembered and visible on the sales shopping days too.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It is important to liaise and check with clients around the stock of particular offers to support and make sure that the account has enough budget to maximise on exposure and a key metric to look at over the period is “search lost IS (budget)”. If this metric isn’t 0%, at some point over the time period you’re looking at, you ran out of budget and didn’t show your ads to all of the people that you could have done. Naturally, you want to get this number down as low as possible, preferably zero.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-reduce-search-lost-is-budget\">\u003Cb>How to reduce Search Lost IS (budget)\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">How do you reduce the impression share lost to budget? There are multiple ways:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Increase campaign budgets\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Add more negatives to cut wasted spend\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Reduce bids\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Pause keywords which are low converters\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Implement an ad schedule to only show your ads at specific times\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Restructure your campaign, reducing the number of keywords in a campaign\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The above tend to fall into one of three camps:\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Increase budgets\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Reduce the number of queries you’ll show for\u003C\u002Fspan>\u003C\u002Fli>\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">\u003Cspan style=\"font-weight: 400;\">Bid less\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Do any one of these (or a combination) and you should see a reduction in your Search Lost IS (budget) meaning that more of your potential audience is seeing your ads.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"background-color: paleturquoise; padding: 10px 20px 10px 20px; margin: 1em 0; text-align: center;\">\u003Cstrong>LOOK OUT:\u003C\u002Fstrong> Avoid bidding less if you can – you might lose visibility for some of your top performing keywords!\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\">\u003Cspan id=\"day4\" style=\"color: revert; font-size: revert; font-weight: revert; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">Day 4: Ad copy\u003C\u002Fspan>\u003C\u002Fh2>\n\n\n\n\u003Cp>Even if you are not running huge Christmas campaigns, it is still important that they are being seen as relevant to consumers and offering some form of Christmas offer, messaging or reference.\u003C\u002Fp>\n\n\n\n\u003Cp>This will allow you to come across to consumers that you are increasing your offerings over the festive period and inturn will increase your click through rate – which depending on your current CVR will increase your sales & revenue too!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day5\">Day 5: Create a DSA campaign\u003C\u002Fh2>\n\n\n\n\u003Cp>You’ll never cover every keyword that your site could be bidding on, but \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2471185?hl=en-GB\">Dynamic Search Ads\u003C\u002Fa> (DSA) can certainly help you fill the gap. If your website doesn’t change very often, they could be perfect for you.\u003C\u002Fp>\n\n\n\n\u003Cp>There are different ways that you can set up a DSA campaign.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>You can target all web pages.\u003C\u002Fstrong> Google will use its index to work out which terms your website is relevant for and generate an ad for you.\u003C\u002Fli>\u003Cli>\u003Cstrong>You can target specific web pages.\u003C\u002Fstrong> You could pick one-off pages, all pages within a certain category of your website or even pages containing certain words or phrases.\u003C\u002Fli>\u003Cli>\u003Cstrong>You can target using a page feed.\u003C\u002Fstrong> You can create a spreadsheet full of URLs and then target either your entire feed or just a section of it.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As simple as these are to set up, they’re not perfect so it’s important to be hot on your negative keywords if you’re going to set something like this up. While they’re great for covering the parts of your website that you might not even think to drive traffic to, they’ll also bring in a lot of waste. Hit back by adding negative keywords thick and fast as soon as they roll in.\u003C\u002Fp>\n\n\n\n\u003Cp>And before you ask, yes, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Feliminate-wasted-spend-with-this-google-ads-script\u002F\">we’ve got a script to help you do that too\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day6\">Day 6: Speed up your website\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has explicitly said that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2018\u002F01\u002Fusing-page-speed-in-mobile-search.html\">page speed is a ranking factor for mobile searches.\u003C\u002Fa> Considering that the company is extremely secretive about the signals that make up its special sauce, them telling us this is a big deal.\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t charity from Google, it’s business sense. Google wants to serve its users the best experience: A page that takes 20 seconds to load on a mobile is not going to do that.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re not sure whether your site is up to scratch, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">Google has even made a tool to tell you.\u003C\u002Fa> It’ll give you a nice little score, plus all of the insights that you need. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">Try it out on your site now!\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Improving your page speed won’t just help PPC performance but will also give your SEO rankings a boost too. To find out how to improve your site for digital marketing success, give \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-study-global-publications\u002F\">this blog post about Google’s Core Web Vitals\u003C\u002Fa> a read.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1322\" height=\"970\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOGSQx1AL-Screen-Shot-2018-12-20-at-11.43.49.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4229\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day7\">Day 7: Add ad extensions\u003C\u002Fh2>\n\n\n\n\u003Cp>Remember what I said about Extended Text Ads? The main reason that they’re so great is that they’re big. Almost always, taking up more space in the SERPs leads to more clicks. Ad extensions are another great way to make your ads appear bigger and better than your competition’s.\u003C\u002Fp>\n\n\n\n\u003Cp>Although \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F7332530\">ad extensions won’t always appear\u003C\u002Fa>, when they do, it’ll make a big difference. They don’t cost anything to add so you might as well add as many as you can. Google will then choose the combinations which perform the best.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"background-color: paleturquoise; padding: 10px 20px 10px 20px; margin: 1em 0; text-align: center;\">\u003Cstrong>GOOD TO KNOW:\u003C\u002Fstrong> The higher you bid, the more likely your ad extensions will show.\u003C\u002Fdiv>\n\n\n\n\u003Cp>Depending on your goal, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F7332837\">there is probably an extension to support it\u003C\u002Fa>. Whether you want to drive more people to your physical business location, get customers to contact you or just get users to convert on your site, there’s an extension for that.\u003C\u002Fp>\n\n\n\n\u003Cp>There are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F7175034\">automated ad extensions\u003C\u002Fa> too but the jury is still out on them. For now, stick to making your own. You’re much more creative than any computer could ever be.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day8\">Day 8: Revamp landing pages to improve QS\u003C\u002Fh2>\n\n\n\n\u003Cp>Quality Score (QS) is a vitally important factor in your Google Ads account. Since your ad rank is your Quality Score multiplied by your cost per click, improving your QS can mean major cost savings.\u003C\u002Fp>\n\n\n\n\u003Cp>There are three things that you can do to improve your landing page Quality Score:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Make your landing page as relevant to the ad as possible\u003C\u002Fli>\u003Cli>Reduce the landing page’s loading time\u003C\u002Fli>\u003Cli>Make the landing page easier to navigate\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Something you might find handy is the “Landing pages” page in the UI which you can find in the left-hand panel. It gives you a full performance breakdown of the pages you’re sending traffic to.\u003C\u002Fp>\n\n\n\n\u003Cp>To find out some other ways to improve your landing page score, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2404197?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en\">read this Google Ads Help article.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day9\">Day 9: Take advantage of demographic targeting\u003C\u002Fh2>\n\n\n\n\u003Cp>If you know your ideal customer, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2580383?co=ADWORDS.IsAWNCustomer%3Dtrue&hl=en&oco=0\">demographic targeting\u003C\u002Fa> will be ideal for you. Depending on which type of campaign you try it on, you can target people by Age, Gender, Household income and even Parental Status.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s most useful for controlling bids, allowing you to bid more aggressively on those groups who are converting the most and less on those who never convert or aren’t your ideal clientele. You \u003Cem>can\u003C\u002Fem> exclude groups too but I’d tread carefully here. The last thing you want to do is stop a potential customer from seeing your ads, especially if they’re using someone else’s device or someone more tech-savvy is helping them find your product or service.\u003C\u002Fp>\n\n\n\n\u003Cp>When you’ve got a chance, hop into the Demographics tab and have a look to see what data you have already. You can then add appropriate bid adjustments from there.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"background-color: paleturquoise; padding: 10px 20px 10px 20px; margin: 1em 0; text-align: center;\">\u003Cstrong>GOOD TO KNOW:\u003C\u002Fstrong> As tempting as it might be, don’t exclude the “Unknown” category. Google doesn’t know everything about everyone so your best customers could be in this group!\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day10\">Day 10: Change to a multi-touch attribution model\u003C\u002Fh2>\n\n\n\n\u003Cp>Last-click attribution is like driving a car to the train station, taking a train for 20 minutes, walking across the city centre, taking a lift to the third floor and then telling everyone you travel to work using the lift.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Technically\u003C\u002Fem> that’s true but the 10-second lift journey played such a small part in your commute to work that it’s almost negligible. However, that’s exactly what last-click attribution is doing – giving all of the weight of a conversion to the last channel that the user used before converting. Pretty non-sensical, if you ask me.\u003C\u002Fp>\n\n\n\n\u003Cp>There are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fadwords-attribution-clicks-credit\u002F238201\u002F\">much more sensible attribution models\u003C\u002Fa> now available, e.g. Time decay, Position-based or Data-driven (if available). As long as you’re getting as far away as possible from Last click attribution, you can’t go far wrong.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re not sure which attribution model your conversions are using, click “Tools”, then “Conversions” and then click on the conversion that you want to check. You’ll be presented with a page like the following:\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\u002FScreen-Shot-2018-12-20-at-15.27.34.png\" alt=\"Conversions: Are you using last click?\" class=\"wp-image-13105\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>From here, you can see which attribution model the conversion is using and can click on “Edit Settings” in order to change it.\u003C\u002Fp>\n\n\n\n\u003Cp>Not sure which attribution model to pick? Go for position-based. You can’t go far wrong with that.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day11\">Day 11: Set up tracking for cross-device and view-through conversions\u003C\u002Fh2>\n\n\n\n\u003Cp>How many screens are there in your home? Apparently, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.apartmenttherapy.com\u002Fhow-many-tvs-is-too-many-tvs-158173\">31% of households have more than 4 TVs\u003C\u002Fa> (Someone’s doing well – they’ve clearly been taking advantage of those \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">Black Friday\u003C\u002Fa> sales!).\u003C\u002Fp>\n\n\n\n\u003Cp>TV screens, smartphones, laptops, tablets, desktop computers, video games consoles and e-readers are present in most homes and we switch devices regularly.\u003C\u002Fp>\n\n\n\n\u003Cp>So here’s a question for you – have you ever sat down at your computer, seen an idea for a trip and booked it then and there in one sitting? Unless you’re \u003Cem>extremely\u003C\u002Fem> impulsive, the answer is “Probably not”. That’s exactly why you need cross-device conversions enabled – to ensure that you’re capturing the conversions users make after clicking on an ad on one device and completing the conversion on another.\u003C\u002Fp>\n\n\n\n\u003Cp>Good news – Search and Shopping campaigns automatically count cross-device conversions in the Conversions column. However, to include \u003Cem>view-through\u003C\u002Fem> conversions (conversions that take place after people see your ad but don’t click on it), you need to opt-in.\u003C\u002Fp>\n\n\n\n\u003Cp>You can find this setting by clicking on “Tools”, then “Conversions” and then “Settings”. Click the check box, click “Save” and Bob’s your uncle.\u003C\u002Fp>\n\n\n\n\u003Cp>Depending on your setup, you may need to install a Google Ads tag on the site but for most people, you’re done.\u003C\u002Fp>\n\n\n\n\u003Cp>Now you can finally start getting the device insights that you need!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"day12\">Day 12: Multiple touch points\u003C\u002Fh2>\n\n\n\n\u003Cp>The peak seasonal months are becoming more digital-centric & with shop visits decreasing the demand for online inspiration and casual browsing is changing dramatically. \u003C\u002Fp>\n\n\n\n\u003Cp>It is becoming increasingly important to be creative in the ways in which you gain your customer’s attention. Expanding your marketing across social platforms such as Facebook, Pinterest, Twitter and YouTube will provide benefits such as brand building, reaching new customers & gaining market share.\u003C\u002Fp>\n\n\n\n\u003Cp>YouTube now isn’t just for the high spending and high-quality video making brands, Google has now made this platform more accessible for everyone with the likes of Discovery ads & shoppable trueview for action campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>Pinterest has also improved their platform by allowing for return focused brands to use bidding strategies such as ROAS & CPA to make sure accounts gain a return, even on an extremely inspirational platform.\u003C\u002Fp>\n\n\n\n\u003Cp>With running campaigns on multiple platforms, it is important to gain a holistic view of how all of these are working together. Therefore, looking at assisted conversions & top conversion paths can be really beneficial in justifying the usage of video & social campaigns because of the knock-on effect it has on paid search, SEO, direct etc.\u003C\u002Fp>\n\n\n\n\u003Cp>The impact these campaign types can have on a brand can be huge, it can show your customers or potential new customers an inspirational & creative side of your brand and will increase their engagement.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"background-color: paleturquoise; padding: 10px 20px 10px 20px; margin: 1em 0;\">\n\u003Ch2 id=\"12days\" style=\"margin-top: -50px; padding-top: 50px;\">The 12 Days Of PPC Christmas\u003C\u002Fh2>\n\u003Cp>Here’s a quick and catchy way to remember all of that:\u003C\u002Fp>\n\u003Cp>\u003Cem>On the twelfth day of Christmas\u003Cbr>Impression gave to me:\u003Cbr>Twelve Uncapped Budgets\u003Cbr>Eleven Device Insights\u003Cbr>Ten Fitting Models\u003Cbr>Nine Demographics\u003Cbr>Eight Landing Pages\u003Cbr>Seven Ad Extensions\u003Cbr>Six Speedy Websites\u003Cbr>Five DSAs\u003Cbr>Four ETAs\u003Cbr>Three Great Ads\u003Cbr>Two Conversions\u003Cbr>and some Display Remarketing\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>(I promise that I’m better at PPC than I am at songwriting!)\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"good-ppc-is-for-life-not-just-for-christmas\">Good PPC is for life, not just for Christmas\u003C\u002Fh2>\n\n\n\n\u003Cp>Regardless of the time of the year, any PPC manager worth their salt should be implementing as many of the above as possible.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we’re committed to making data-driven decisions and creative strategies that drive strong results for our clients. To find out more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">what we do\u003C\u002Fa> and how we do it, see our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC page\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Wishing you a very Merry Christmas and a Happy New Year!\u003C\u002Fp>\n",{"rendered":125,"protected":193},7717,"open",{"_yoast_wpseo_focuskw":783,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},"12 days of ppc christmas",[554],[],[205],[788,93,209,210,211,212,213,560],"post-4227",[],[],[792,793,794,795],{"path":168,"name":169},{"path":220,"name":221},{"path":122,"name":18},{"path":177,"name":124},"Do you know what’s in Santa’s sack? Conversions. Loads of them. However, he only dishes them out to account managers who get their accounts into top shape. So, if you want to be on the big man’s “Nice” list this year, we have a checklist to help you do just that. Let us present to 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is simply giving most of the control to Google’s or Bing’s algorithms to help determine where you can best achieve the KPIs & goals set for the account, or campaign. It can be utilised across different channels, search, display & video.\u003C\u002Fp>\n\n\n\n\u003Cp>Most people will assume automation means automatic bidding strategies but it can be as simple as using rules or scripts in the account to save time. Although manual bidding is still preferred by some, using automation can save significant time on the manual management of accounts, gain data via different signals and can avoid under or overbidding. Automation can include setting bids set to achieve your goals, optimising ad variations and how different users interact and many other signals.\u003C\u002Fp>\n\n\n\n\u003Cp>There are limitations to automation; human input is required in an account prior to automation to ensure there is historical data for the algorithms to work with. There is also obvious danger with allowing algorithms to determine everything in your account.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Responsive Search Ads (RSA)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>By giving Google & Bing multiple headline & description variations, the algorithm will rotate and show the best performing ad copies, showing what variations deliver the strongest CTR, clicks and overall engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>You may worry that putting your ads in Google’s ‘hands’ may cause confusion for the customer if they are not clear or have a clash in headline wording. However having messy adverts can be avoided by pinning specific parts of the ad. Pinning headlines which include your key call to action, unique selling points or brand messaging are good places to begin.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYTET-0x9xW9boq9AOEY3k4YZ6ScWCiLzHrn8UlMhRKk79u0vkSowkJ5i8Syk17PmfOmbJOPZsz93PliDiZxMExpcR0MkHnt3LtbJ06kW4OsC4q1okjLHv4d5fIWqL8ldThh0ngH0.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The platforms will also help you to know if your responsive search ads (RSA) could do with improving by showing the performance level of the ads within each campaign, see the scaling below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fv3EvZBAvTUsVs9fev1RfPqu8EOoPsJQVMbMVcSt9Hic5ag8PQdursB7zvNTGzyFFLI_ZZsyXgQwjqOoojfr6Gyq6_tcTZnPL5MWOYhqR-ZUilhmphaXm8AyjPfnwJlWaQ2cVlgH.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FskJpZ0keLxWptjW61eLzBSld_zYi6FWZGjQoNuR09MZntIQd84gaJ4pszNw0iGjZWtFtDbq_QMy7fA_Fhd6BY2sJJtkW2Duspp5Sq0on_HRiN4tgspSGjI19-8IiaRvtkAW5dpGV.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F4EBo0_qaaZf8nOLKEZOaTPL4NdBkVTd92nlwppBHC3-lewIq4x4vkg3hp91Mc_IvCPjt4GHNBtIYw9k1nrGrgwqEZsqz2Fu3iQwDWnjOAS97UdYEOSvwYBNfyRX2Av6WFm5f6rXy.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fu8kBY9rMpylnSQbpk35YxTuKcKwNU63SiBnWxemv89hxaD4PlMmyNswYrHgDfLj2IgyBW8JCD4OcZfq2E0RgpiBJiKRw29yHGjPzR_DHr6zKwNPQzqwbPhSiRFzwGE_Xok8WDp77.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>By using this simple yet effective form of automation, you can begin to see increases in your positive metrics by seeing an increase in engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>It is best to launch responsive search ads when your original expanded text ads have been running for a while. This is because the RSA ads will then work best, having learnt from the original ads in terms of what has been working well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Dynamic Search Ads\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Dynamic search ads match the customers search queries to the webpages on your site. These types of ads can bring in new search terms by best matching the term to your website and may also bring more traffic through specific search terms. This type of automation also gives a good indication on what customers are searching, which you may have not been previously aware of. \u003C\u002Fp>\n\n\n\n\u003Cp>It is important to make sure that your web pages have sufficient content on them to make sure that the algorithms have enough data\u002Finformation to work on.\u003C\u002Fp>\n\n\n\n\u003Cp>To help you not cannabalise on your other search campaigns – it can be best practice to exclude all other keywords in the account so that you are only bringing in new search queries – not ones already in your account. This will also help to not increase your spend.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Different Strategies\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FIawTgEM-eL5SUxFXEJDLIccYQTBmbNlCIDHQjDLaAQf6eGFtR0Jf1lpSey9BFTEnngPTWXPkkszhjVqR5yuAra1gIGNJVzcaKx6xz_mNpALsB3Y0gD8yAirPoPzuAAk-kBCdW1I_.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>By automating your strategy to maximise conversion, Google’s\u002FBing’s algorithm will spend the set budget to drive conversions. This strategy could drive low conversion values and hence you may not achieve other metrics like ROAS.This strategy can work well for accounts whereby all conversions or leads provide the same value – submitted forms, contact us pages, email sign-ups etc.\u003C\u002Fp>\n\n\n\n\u003Cp>This strategy must only be used once you, first of all, have correct tracking in place and secondly have enough conversion data within the campaign\u002Faccount. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FLvOmUWdKh-o4vSVuSGltdwFqg6AZNAswzn8Acest-2LNSlgTnjLIIPkC95CXqlraRNDzTp1u2iilfxV-s8yGlO83L8q53fDtu9_D0A7fB7IueykyaaQHgg0n_5M1F8-lz_gL0eWW.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Target Impression Share strategy adjusts bids to ensure that ads gain as many impressions as possible. This is best suited to early campaigns or branded campaigns to help your branded terms gain the best visibility. This strategy is good to use to understand the competitiveness of the market space in which you are serving for.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fvqq_MnpwfZFJEXBhfNBw3YbYzlO5h8DfWoYzEJYO9-D_o8WyTqedPz44qrfOAnh9T73ZzVNbzlDApm6_KwR5_faMBd7QfIrLSX3z9dpX1jyjS7QXOVxSg0jtD50KSw84RJKS2Azt.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For accounts whereby you are judged on the return in the account, target ROAS is best applied. The algorithm will move the budget to gain the highest return to achieve the highest conversion value\u002Freturn. \u003C\u002Fp>\n\n\n\n\u003Cp>Some accounts may see a decrease in conversions but you will see a rise in higher-value conversions, in turn creating a high return on ad spend.\u003C\u002Fp>\n\n\n\n\u003Cp>To apply this strategy you will need to ensure that conversion tracking is set up to report correctly, 15-30 sales prior to applying this strategy as well as having a realistic ROAS based on budget & prior performance. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FM4vlwpG5a4CGwnDevrMI03umpaHo1nHIwv5T2Mdh70-7WAibe0ljv8kmUFNWIrGYUcVpHq85wYHgJb2wHUP0Ky6geILYA5FBrJHtTdTMT97gaGIWgAwUuHYXX7N60DLIatbbsDP7.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Target CPA strategy, unlike max conversions, gives control over the amount you are willing to spend for a conversion. The aim of target CPA is to not only drive the most conversions but to do this whilst driving the target CPA you set for the campaign\u002Faccount. Similarly to maximise conversions, this strategy is best suited to campaigns that have been running for at least a month prior to applying a target. \u003C\u002Fp>\n\n\n\n\u003Cp>It is also crucial that you set yourself a realistic target so that the algorithms do not work the budget too much in order to gain a CPA that is unachievable.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F5hIffCjaqg4wQygpsgk3ksMXliWR_6AdN2bjWzcJ1bffWL0a99xp73wkX_OtRHSdNlLIwgvfOdRFpuclx3rQ_quhOenDNL2ddTBGeA48EaxOsrD3EkMZQcF5KDYNgEZ5JAIuC4G4.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Maximise clicks strategy is aimed at spending the budget whilst driving as many clicks as possible. This could cause budgets to rise by increasing max bids on terms, and cause conversions to adjust however it is good for brand awareness & helps drive traffic that may later convert. This needs a fair amount of human interaction to manage spend.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ensuring Successful Use Of Automation\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>By giving your automated strategies realistic targets it will gain you the highest ROAS & lowest CPA it can within your set budget; you aren’t asking the account to overwork and drive up your CPCs, driving wasted traffic that will drive up your cost. This mindset is also applicable for other strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>The learning period for the algorithms is also crucial to help them understand what factors; bids, keywords, ads, audiences (who’s engaging with your ads the most), devices, locations, time of day, day of the week are gaining you the best results. It is therefore advised not to make many, if any changes, to the campaigns until enough significant data has begun to come through – ideally 2 weeks.\u003C\u002Fp>\n\n\n\n\u003Cp>Patiently waiting for campaigns to gather enough data to report on performance can be a nervous time, especially with an actively engaged or demanding client. Managing expectations of the client is important, and keeping your eye on the budget to build the client’s trust during the initial period of automation is important.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Gaining The Highest Intent Traffic & Conversions\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When reviewing the level of traffic you are receiving compared to the number of conversions you’re gaining, it is worthwhile noting what conversions you are reporting on. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, you may have conversion goals set up for certain clicks, contact form submissions, payments or even social clicks. Therefore, if you are wanting to use max conversion, target CPA etc, you will want to ensure that you are focusing the strategies on the conversions which are gaining you the highest performance and if you are gaining your performance on profit\u002Frevenue-driving conversions or all conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Reasons, why this could affect your performance, is because if you are tracking all of the above variations of conversions, your CPA could look extremely low, due to you reporting on all of the conversions (revenue-driving & non-revenue driving), as well as confusing the machine. Therefore, if you are only being judged on the CPA for a certain conversion goal, be sure to ignore the others.\u003C\u002Fp>\n\n\n\n\u003Cp>Think of what conversions you are going to value when it comes to reporting and measuring performance. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>A Human Will Always Be Needed\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A human will always be needed to manage the machine. Although automation is increasing the efficiency of paid media and can significantly bolster business performance, it relies on previous data in a world where trends and the current economy are continually changing. It would also be bad business trusting an algorithm with a budget in the millions, and automation can be a high-risk strategy at times and will generally need continual monitoring from a human user. Setting up a campaign should not rely on automation as a whole but instead, the different types of automation should be utilised as weapons in your artillery in the chaotic paid media world.\u003C\u002Fp>\n",{"rendered":135,"protected":193},7751,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[554],[],[205],[977,93,209,210,211,212,213,560],"post-5635",[],[],[981,982,983,984],{"path":168,"name":169},{"path":220,"name":221},{"path":122,"name":18},{"path":177,"name":134},"Automation is simply giving most of the control to Google’s or Bing’s algorithms to help determine where you can best achieve the KPIs & goals set for the account, or campaign. It can be utilised across different channels, search, display & video. 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all want to increase traffic but don’t always want to expand into other marketing channels or increase spend. Ad copy testing can be a great place to start in achieving that goal.\u003C\u002Fp>\n\n\n\n\u003Cp>Ad testing within campaigns can sometimes be a task in the audits that gets overlooked but can often be the most effective and easiest way to improve campaign performance. After all, this is the only part of a whole search campaign that a customer actually sees, so don’t neglect it.\u003C\u002Fp>\n\n\n\n\u003Cp>The impact of reviewing your ad copy can also have powerful effects across your other marketing channels such as email, social, SEO.  By evaluating what ad copy is working well for PPC, the copy can then be used elsewhere and see if there are the same improvements with engagements from customers. Having the same messaging across multiple touchpoints can also help with customer engagement as all of the brands marketing channels are aligned and will resonate with customers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Best Practices\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When running ad copy testing it is important to check the settings of your campaigns and ensure that ad rotation is set to ‘do not optimise’. This will ensure that the ads get fair visibility and there hasn’t been any bias in play by Google preferring certain ads to others; you can either do this in Google Ads Editor or in the Google Ads interface. It is important to check because when the ad copy is reviewed, it is going to be tricky to evaluate and notice any significant differences if Google have been preferring certain copy.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FN8-DjYtQuXivaHCa2TPgNbGIjKIglEagB4IIRCG_tqz8h9Gp_4E46dMDFxAavT1UtTixfJQHKfUawYFbwoLqSmVQTXBHSQ-X5ndK7zaWUDquIByedhPcl-u3ut0jfnYLUYmeN4xb.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F1bHSr5Up_ixXhT_ji39Eqf6TAb8CKh24rnLQoO8eJs5dQ0WvSOANR_zNqu7LbR1U4EA87yJJi_JsWginEizeBqPMyciyVKfk8q3XlKGLtau4pMf5FzobwDlO4uSonPUht-9csddk.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>When it comes to reviewing the tests, the quickest and easiest way to evaluate which ads need a little TLC is by reviewing the CTR of the ads and looking at the number of impressions and clicks each ad has received; this is best done on at least 3-month basis to avoid any anomalies such as trends, traffic, paydays etc.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Labels\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Another function that can make testing ad copy easier is by using labels, these can make reviewing comparable changes easier and are great when wanting to segment different ad attributes in your ads and campaigns, for example, 1 label for generic copy, 1 for offer copy & 1 for price led copy.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FjWlIryDxr4sQvmngsDYRctqSkV-nf8ip_iM1Wgu4Ok2lVarnptqhOVylwNUuitI8pFJibWXyZy9RRaMjKruqjk2QTx0tbajE-SI3toHVgldx4cquo2pk0rf8PFXMkyIAkDfNoSJ1.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fj5k4AuzkzLopSV3pwfp_9KCX2wb3_2sFJV2OMYlzi3gphqpbcPJVW1ioAMKRpzuB-_WBu-41rg0X4r8T2tYTyANi0aTrOdaRMbPcUkugx78w33wjiaXM623uRMhICYYcUuXIZ_uS.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FkPsdNWbrgSru0VofytUu-OE7BBjTPyA4-yR2BthPTjF7Ezx6Suzjnsf3TM0sFMqYi1b2RJ8Aqs4heLLc8d3rL3Ww7NJjzwyj_NNmI-YNkGzUhJK5-oqnrplsStHDsIG5NTfP7EWa.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>To add even more granular testing it is also best to test the same section of the ad copy. For example, using the labels above, you would want to have the variations within headline 2 only so that the rest of the ad copy is the same, and headline 2 is the only different variable.\u003C\u002Fp>\n\n\n\n\u003Cp>When you come to then report on your different ad variations, you can then filter your ads by ‘label’ and clearly see which attribute\u002FUSP is driving the highest click-through rate (CTR) based on the same level of impressions & clicks. It can be clearest to run this report within the report section of Google Ads.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F203LYVu1OmBqoXSDYQLVdiMxkP20eMMyujDU5BnyynHDeuMH1JkXVSwIpirMryYW4pxmX7FT02i-yR9PMfwUCADvm-R1XnAVlPHqIBbB0UX288QiYX9PGyujM7oBxPwdlN_-plwK.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FPY1Kr9SmFKMNLb3NiYaLplHv5BP4gP7JI0CrbTUtLWXFdjyg_7NGVQ5lCrMsxMDIQEc9-dTXtbwgihW8aUd7p-HZ7CbVPY_Hhl4DX8unCuc4FiMfQfeFyQDBLTGmlDt0WqJ31DZA.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fnp9aHOUPRJGsB1az_OApzIaicefee6mwZ7lmtSnnfpN3urzJ45od00lp6B540Um18Mpy-vNqKBHcnEofSxXzCo0fPajOaKyUazVidv530fCNwu5jISQRQkAvIQVDKXsBrW83242x.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>If you then have significant differences in the ad copy when it comes to looking at positive metrics (clicks, CTR, conversion etc), you can then set the top-performing ad copy and move onto to test other parts of the ad copy such as headline 3, descriptions etc and follow the same process as above.\u003C\u002Fp>\n\n\n\n\u003Cp>Something else to consider is when you have launched a new product or range. To begin with, you may have initially started with wording such as ‘discover’ or  ‘explore’ to gain the traction & excitement from customers and allow them to browse and gain inspiration. Then, once the new product or range is then established, change the inspirational wording to more intent wording such as ‘shop now’ or ‘while stocks last’ etc to gain urgency. You can then review this copy from start to end of when the traffic and sales really began to pick up – which performed better?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Quick Testing\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The ad variation tool within the drafts & experiments in Google ads can be a powerful tool to use but is not widely used. This allows you to run experiment campaigns that don’t compete with other campaigns in your account – so spend will not increase, nor will your ads be competing with each other.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F41DZZQeNznDzAuqISkXF6Bbl05xPHEcicacuGHaWv0jjGsBgb0skBLm-p7JI5COYN0DKwCPCz1a5ZVFlbTDQmdNE6YznYNFwWyPMt-k63jbCD28qyFbb6RBm1CHwTxf6xy52R7wB.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This section of the platform allows you to run tests across either the whole account,  specific campaigns or ads that you want to improve.\u003C\u002Fp>\n\n\n\n\u003Cp>If you were wanting to trial a quick test within the headlines of an ad or see which landing page converts better, you can simply use the ‘find and replace’ section. Similar to setting the ad to ‘not optimise’, you want to set these experiments to work at a 50% split test so that results are fair and budget is shared evenly.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F3QRYr3vc_rNeKkTZGMQYlJV753PfMKyUnxgH0IO3BUfpiEutTMaDvICRnlpHAYaexpCRxjNOi6fN6OniigziOlcqjAD6P2rCrytvJBYTzvDHpK4jVFp0PudwQ-r5zVVoW7vdbPJQ.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FI_LDhT5h_liSWIIJvHdFqH6kKu8Dq5ysz7WIUM7NAmuRH9DDguE9iHZrW21SYNn_AMLVdXbS_LUtzx-Qaisxx8IWEqyv89KG1C1LzIWRM1C1hM_zteGZqdhfN9mJ8eYaFDsu1JpY.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>For one of our clients, we have been running a campaign experiment across a few campaigns whereby the keywords have had a low-quality score. We wanted to test to see if by changing the landing page of the ad copy would increase the quality score. The quality score successfully doubled for the keywords so we chose to apply the experiment to the original campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>Within another experiment, we are running an ad variation test by comparing visiting a specific product description page (PDP) or going to a whole range landing page, with the aim of seeing which landing page sees a higher conversion rate (CVR).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Reporting\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you have run the experiment for a length of time (ideally 4+ weeks to gain enough data), you can then see the performance via the reporting section which is always visible at the top of the experiment page. This shows the % differences in metrics between the 2 variables.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FjbIoKJ0xysqjEHFcaG3VtDnazY5WZceTDIWQsvoamyKIgZfmpqD4Y-UcHr5U0Hxce9JJQC6tcTZ0m33k0e8VHl8VyCrFx6cpCY5pN6TMIDlb5OXP6G14lOzSJjbLfbbTliJJKEtj.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>If performance has been strong for the experiment campaigns\u002Fads, you can then simply click the ‘apply’ button and these will transfer into the original campaigns.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9y7CcHgAL1obMctjGlWu0qUevX49ZW5wMdhMN-_DR2sfYr0KdZymqQJogPXtaCvd7V1OhNWLgojsDtFG552oo1fLf4GUQFoME5t7LbAlfMFbDdwPhLy7RhwLLcbvGsLckzoIRltA.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>These experiments are great to test the quality score of keywords, landing pages, CVR, CTR in different ad copy and you can test your whole campaign, while not affecting your current campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Don’t Let It Become Like Wallpaper\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It is crucial to not allow your ad copy to become like wallpaper; refresh it to align with trends & seasonality. Customers continually want to see appealing messages from advertisers so don’t become complacent with generic messaging for your own ease. Persuade your customers to click though!\u003C\u002Fp>\n",{"rendered":145,"protected":193},7771,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[554],[],[205],[1162,93,209,210,211,212,213,560],"post-5504",[],[],[1166,1167,1168,1169],{"path":168,"name":169},{"path":220,"name":221},{"path":122,"name":18},{"path":177,"name":144},"We all want to increase traffic but don’t always want to expand into other marketing channels or increase spend. Ad copy testing can be a great place to start in achieving that goal. Ad testing within campaigns can sometimes be a task in the audits that gets overlooked but can often be the most effective 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Your PPC Ad Copy - 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visits during lockdown decreased at an alarming rate and consequently, the demand for online inspiration and casual browsing is changing dramatically. It is more important than ever to be creative in the ways in which you gain your customer’s attention.\u003C\u002Fp>\n\n\n\n\u003Cp>That is why in the coming months and key seasonal months, YouTube is going to be huge. Using YouTube will provide benefits such as brand building, reaching new customers, gaining market share all on one channel.\u003C\u002Fp>\n\n\n\n\u003Cp>YouTube isn’t just for the high spending and high-quality video making brands, Google has now made this platform more accessible for everyone. Discovery ads have recently been rolled out to all accounts & are a new and easy cost-effective way to get your brand onto YouTube.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FomGZs-BLhvZ_iplwnb1UcMpBaIP3atYk06HeuMr4wtmlu9SbTa-ao3J7XSUB6S8ldwVa12VQgaP2xDB-qv6pHuMkryCCi6w9kDvX48btP_aSkptwl26Dgf44gMfDe-C3cte23uuC.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Video Builder – Great For Small Business\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Video Builder is currently in beta, but Google has created this new easy to use, fast and most importantly, free tool, which allows you to re-use previous assets from other creatives.\u003C\u002Fp>\n\n\n\n\u003Cp>Given the current crisis for most small businesses struggling with costs, this can be great to use as you don’t need to have access to high-end video makers.\u003C\u002Fp>\n\n\n\n\u003Cp>This tool allows you to use your current static images, logos & text and use Video Builder to animate them – making them seem like a video, not an image. You can turn your images into high end looking & impacting video ads to use across the Google Network and reach more customers.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FicuXvPuuLQg1MwgPm0_uUImrbbzc4eSNqSIleoGVjgAg5hjzWL7WERKq22jw4rnv6w2rpYVkFYwrYiXmR6uX-U3tvoskZ4HmSYx7g52cXCjyerSpgS9gwcF3rUrZYV38cpwdZ_Ie.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>When creating your video, you will first need to select one of the layout options which Google have provided and you can then add in your specific brand colour and logo.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZN_F7zChZIqiMrh4AmBa5ieFduXBa8Fk99mkERqLy5Qer5jYjekOa7qEwz7Bw0ybr1ryziLZ386D25k1tCV7XTvI8FUqHYfh1K1svszMbvMoP6k5msC2Z8xCc_xCxGS_DxTge4h6.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>To begin constructing your video, you can drag & drop your images into the ‘storyboard’ layout and this will start populating your video.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F6Q7CNYGbEv6FXjT6WlgoHqL1nSMoTgflnAZb7yCEcOisHdQMR8Hv9oy7tH0DNuIc_gaLcIlAt9hUZwtOe_sIgjezKCNBN_O1Z2h35m8rXEkLJlZtWnTfgGwHOuJ8SZQFtmNBLu5D.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Then when writing your text to go alongside your video, similar to Google Ads, Google tells you the optimum length of characters to include to ensure you make the most of the space and call out as much key information as you can.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fze0qAry8K4-p3OsfFrvzj2c7mxmeDMgtkSi-2bytacVqgS6tSuzmCh5tJrDMJK-m4sEkxZM_jjrgTDsm_T7UGaPNCt7gZ1RFvBcrXyEFV6CJw6eyiabhLYAnzMG7Udsc10HdDAVt.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You can also select the music you want to play from Google’s gallery to target customers who watch ads with their sound on.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYGMIHMiqov3P6qkAlu25L07UBIT-vJvUZ-CNGcR1zp3j_hNyRPmcPHkaecUf-ZXMBquXwVLhxFO9m_sVnCiHGZ-ckKFFXnD3yZD4lG7nXyt0HeyIoogCeQAduv8b8N1q-3x6F49Q.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Potential Of YouTube\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Buying media space on YouTube can be an efficient way of utilising your marketing budget. With having over 2 billion subscribed users on the platform the potential of finding new customers is massive. (Source, Google.)\u003C\u002Fp>\n\n\n\n\u003Cp>During lockdown, for a lot of users during lockdown YouTube has become the new streaming platform and is becoming peoples new TV; it could soon be one of the highest viewing broadcasters. If you think of how impactful TV advertisements can be, now start thinking of using YouTube in the same way to increase and gain brand awareness. This can be done at almost half of the price of TV ads!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Look Beyond Just YouTube\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It is important when running video campaigns to monitor and take notice of the impact on other channels. Looking at assisted conversions & top conversion paths can be really beneficial in justifying the usage of video campaigns because of the knock-on effect it has on paid search, SEO etc.\u003C\u002Fp>\n\n\n\n\u003Cp>The impact video can have on a brand can be huge, it can show your customers or potential new customers an inspirational & creative side of your brand and will increase their engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>You also need to be patient when comparing performance to the likes of paid search or social campaigns. The conversion window can be a lot longer so taking into account view-through conversions can help understand the customer journey and show why you shouldn’t be solely reliant on first or last click attribution for videos.\u003C\u002Fp>\n\n\n\n\u003Cp>YouTube has more impact on driving the consideration and then this will then ultimately lead to an increase in conversions via other channels.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Why Use It For The Key Seasonal Months\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The peak seasons are going to be more digital-centric than ever before – yes, it may seem that this is said every year but with the unfortunate circumstances of COVID 19, this really is more true than ever before. By using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube advertising\u003C\u002Fa>, you can capture consumers in their ever-increasing convoluted sales journey and begin to learn and gather data on their behaviour early on.\u003C\u002Fp>\n\n\n\n\u003Cp>YouTube can be an extremely effective channel by giving you great reach and share but at a fairly low cost. Overall, YouTube is a flexible channel so you can be pretty precise with how much you are wanting to spend.\u003C\u002Fp>\n\n\n\n\u003Cp>This channel is going to be a key part in the consumer funnel considering how many subscribers YouTube now has. People go on to YouTube to watch what they love and want to learn more about it, so if you grab the attention of your customers at an early stage, your brand is going to be in their mind from the very start of their sales cycle.\u003C\u002Fp>\n\n\n\n\u003Cp>Following on from the changes we have seen from lockdown and the uncertainty of if we are going to go through a recession, it is quite uncertain as to when customers will buy for the peak season. Will they buy earlier and ensure they don’t miss out if retailers struggle with stock, or will they hold out for the Boxing Day sales? Therefore, for all marketers, it is going to be important to be as visible as possible across multiple touchpoints and platforms so that your brand is always in the back of their minds and you can then have plenty of potential if running remarketing campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Why Miss Out\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Why not capitalise on peoples changing behavioural needs and start marketing to people from different sectors and interests? There are only 2 billion logged-in monthly users after all…\u003C\u002Fp>\n",{"rendered":154,"protected":193},7772,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":193,"footnotes":5},[554],[],[205],[1347,93,209,210,211,212,213,560],"post-5494",[],[],[1351,1352,1353,1354],{"path":168,"name":169},{"path":220,"name":221},{"path":122,"name":18},{"path":177,"name":153},"Shop visits during lockdown decreased at an alarming rate and consequently, the demand for online inspiration and casual browsing is changing dramatically. It is more important than ever to be creative in the ways in which you gain your customer’s attention. 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