[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fclaire-henley\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":165,"head_links":166,"breadcrumbs":153,"posts":170,"pages":148,"head":1396},"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":149},"\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":148},[92,105,112,121,131,140],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Remarket On Bing, Not Just Google","\u003Cp>There is more to Bing than meets the eye. The Bing interface is a powerful tool and used in the right way can be just as successful as Google to remarket to customers. What Is Remarketing? User lands on your website, cookies ‘drop’ on their computer\u002Fmachine and then the user is then added to a […]\u003C\u002Fp>\n","\u002Fblog\u002Fremarket-on-bing-not-just-google\u002F","2022-02-07T16:48:16",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504358_when-will-you-return-signage-1749057-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"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",{"to":104,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":93,"title":106,"excerpt":107,"to":108,"postedAt":97,"readingTime":98,"image":5,"authors":109,"category":111},"Native Advertising Using Microsoft Audience Network","\u003Cp>It has become apparent that now is the time to start investing in native advertising; spending in native advertising reached over £6bn in 2019 and is set to grow around 25% by 2023 (source, Microsoft Ads). Dedicating time and budget into native advertising is going to have a greater chance to improve a company’s reach. […]\u003C\u002Fp>\n","\u002Fblog\u002Fnative-advertising-using-microsoft-audience-network\u002F",[110],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":98,"image":117,"authors":118,"category":120},"Bing Universal Event Tracking Set Up & Goals","\u003Cp>Bing’s universal event tracking tag (UET) used in Microsoft ads is a tag that goes across all accounts & campaigns as long as they are all under one customer shell (one website).  This tag is multifunctional and allows you to track all of your online conversions along with many other functions like targeting remarketing lists […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-universal-event-tracking-set-up-goals\u002F","2025-02-24T16:43:11","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[119],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":130},"Recession Proof Businesses And Adapting To Change","\u003Cp>Adapting and responding quickly to the present climate is a never-ending task. The digital shift from in-store to online is ever-changing particularly even more so with the current volatile market conditions; consumer behaviour has shifted towards online shopping with some clients seeing better weeks & months than Black Friday. The upcoming recession is going to […]\u003C\u002Fp>\n","\u002Fblog\u002Fadapting-to-change\u002F","2025-02-11T15:53:43",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504420_balaji-malliswamy-0tCQN8sMNXk-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":126,"image":136,"authors":137,"category":139},"How PPC and SEO Can Work Together","\u003Cp>Too often SEO (Search Engine Optimisation) & PPC (Pay Per Click) channels operate independently. When the channels work closer together it can increase views of your company’s site. Let’s start by defining the two channels: SEO – This revolves around optimising a website organically to appear for your chosen keywords you are targeting. This source […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-ppc-and-seo-can-work-together\u002F","2022-02-07T16:48:17","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FpeabmjUz-050720211625504504_blog-SEO-PPC.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":141,"excerpt":142,"to":143,"postedAt":135,"readingTime":126,"image":144,"authors":145,"category":147},"Google Shopping Ads – Not Just For Online Sales","\u003Cp>Shopping campaigns are not only there to help you gain a strong ROAS and online sales; used in the right formats they can increase your visits, new customers and your brand awareness consequently boosting your business’s profit. Optimisations First, it is worth looking at the basics of where this all starts, your shopping feed. Nurturing […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-shopping-ads-not-just-for-online-sales\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504586_rupixen-com-Q59HmzK38eQ-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[146],{"name":4,"image":102},{"to":104,"name":18},"3",{"type":150,"style":151,"title":152,"heading":4,"intro":10,"services":12,"breadcrumbs":153,"photo":47,"social":165},"author","dark","Meet the Team",[154,157,160,163],{"path":155,"name":156},"\u002F","Home",{"path":158,"name":159},"\u002Fabout\u002F","About Us",{"path":161,"name":162},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":164,"name":4},null,{"twitter":5,"linkedin":5},[167],{"rel":168,"href":169},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fclaire-henley\u002F",[171,490,653,838,1023,1213],{"id":172,"date":173,"date_gmt":173,"guid":174,"modified":97,"modified_gmt":97,"slug":176,"status":19,"type":93,"link":96,"title":177,"content":178,"excerpt":181,"author":182,"featured_media":183,"comment_status":184,"ping_status":20,"sticky":180,"template":5,"format":185,"meta":186,"categories":188,"collections":190,"coauthors":191,"class_list":193,"acf":201,"head_links":202,"breadcrumbs":203,"url_path":96,"search_description":210,"featured_image_urls":211,"authors":246,"type_nicename":255,"reading_minutes":98,"category":256,"yoast_title":258,"yoast_meta":259,"yoast_json_ld":312,"_links":441},5422,"2020-06-26T12:25:18",{"rendered":175},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fremarket-on-bing-not-just-google\u002F","remarket-on-bing-not-just-google",{"rendered":94},{"rendered":179,"protected":180},"\n\u003Cp>There is more to Bing than meets the eye. The Bing interface is a powerful tool and used in the right way can be just as successful as Google to remarket to customers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What Is Remarketing?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>User lands on your website, cookies ‘drop’ on their computer\u002Fmachine and then the user is then added to a remarketing list. The minimum amount you can have in a Bing remarketing list is 300 (Google is 1000 users). When the customer leaves your website and next returns to a search engine i.e Microsoft Search Network, they can then be targeted with a remarketing ad.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FNwc_R11eie7N7Svoh8nrdZKFPYtdPSQEMichnQmzSyK2yg9XYN9TBrYepOH_ff4rTvxDlTrgQZpCG-II9iYmvA0zZIvMSCZOWlZlvFWArVzhQR03BrH48IQyJM2fgN3YyeLPqsRW.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Image source: Bing\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Why Is It Good To Use Remarketing?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A large number of first-time visitors that come to a website are not likely to convert. They may be interested in the site and even add items to the basket but not be prepared to commit straight away. To avoid losing this custom and capitalise on their interests and impulses, the customer should be targeted at a later date with remarketing ads and should be on a list. This almost sounds sinister.\u003C\u002Fp>\n\n\n\n\u003Cp>It is not possible to import audiences from Google so it is important to build remarketing audiences on Bing. Fortunately, most of the creation and association is very similar to Google with only a few differences.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Segmenting Your Audiences\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When looking at your audiences and how to segment them, it can be beneficial to think about how they fall into the sales funnels such as awareness, consideration & conversion. Adjust your bids accordingly to these funnels.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if someone has only visited the homepage they should only be targeted with a low bid. If someone has gone as far as to visit a product page they are likely to have more intent on purchasing and should be targeted with a higher and then if someone has gone to the basket page, bid even higher for these. Once a customer has made a purchase, they are likely to come back to your website more so make them important and valued customers. If, however, the product is not going to be purchased frequently, for example, a new phone then low bids should be used. Below is an example of a bid spends per website page.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSbPVq_khG9oUq1YPT1WgPWSJgvc3bLUqJjA9Iq9wCP1OipKPAWltb-zNVO1awTdIOE0ePVXNNPYYJ8OPs4Av8QmfiYn9YfNaTcbTXAoWfWoMVnTnQGM5JiCLU1H2fW0-q6l4u3z1.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Image source: Bing\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How To Set Up Remarketing Lists & Associate (Old UI)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Within the old Bing\u002FMicrosoft UI, navigate to campaigns > shared library > audiences > remarketing list > name the audience list (i.e all visitors or basket abonders) > selected your UET tag > decide on the duration (Maximum in Bing is 180 days, Google 500).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FUmnbU0L8WkwllsMmpWabftN7bOxFNF6S2f3m1mQO9qX9GIc7rPgu879X7TOPMwf_ly8iUITDb2d5ckxyAZb21KkqteE0OgbLId8GSJQPKeluJGUWFri7hsPE6WOg8G4gFc5nEQun.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\u002FjxYKfk2CLo1A3SRih7CbsNr-34t3Fq7at6n3ajVeOK4HbaWr-kz2dEvJyYbyM-e7T5gQsrwxbhIxzdm3tEEr01qgZK4mICzAJ7Lvw0vtX2RJ5pZ6UMrzsxA1C__hL7Si2VtbgDae.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Now to associate your audiences to your campaigns, simply select the campaign\u002Fs > click edit > associate audience and select the specific audiences list you would like to add.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpd7UpOqP5fJyy3szUHsp1-AqChGRP16UoU06eJoSQ0bZaH60JewB_Li8Mqk_BgtqYjcq8axbvULk9PKcNpDlU1hfSE8KmEt8-8MplIg0onaFYxY_ul-TzYMAYga2rJ1r-WDuR3WL.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You then need to decide which targeting setting to use; either Bid only (observation) or Target and Bid (Targeted).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Bid only\u003C\u002Fstrong> is when you increase or decrease your bids for these audiences but your ads will show to all customers who are searching and interested with your ad.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Target and Bid\u003C\u002Fstrong> is where your ads will only show to users who are in that audience list – this is when you are going to want to make your ads really stand out and almost seem personal to those users – enticing them to come back to your website.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Optimise Towards Different Types Of Shoppers\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Window shoppers and browsers\u003C\u002Fstrong> – These visitors haven’t yet bought anything, or driven any leads (i.e email sign up). It is therefore worth trialling out different offers within the ad copy, calling out varied USPs (unique selling points) about your website (new product launches, free delivery etc) and also increasing your keywords to have more relevant and varied keywords to see which are driving the traffic. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Basket abonders\u003C\u002Fstrong> – Drive urgency with these visitors. They clearly were very close to making the purchase. Look to entice them with an offer that has an upcoming end date, look to be aggressive with your bidding so that you appear in a strong position in the SERPs (search engine result page) so that you stand out against competitors because basket abonders are likely to be visitors who are looking around for the best deal.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Converting customers\u003C\u002Fstrong> – Given that these visitors have already converted, they can be a great audience to target to maximise on revenue. Think of how you can begin to cross-sell products to them – maybe highlight relevant products in your Ad extensions or call it out in the main ad copy etc. You want to think of these customers almost like you are building up a basket – ensure that their AOV (average order value) increases next time they buy. For example, if someone has just purchased some new makeup, maybe show them ads for a new makeup bag. Knowing that these customers convert, you may be more willing to lose some profit to them by showing them offers i.e is there a media code they can use on their next purchase or any other incentive?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Double Your Remarketing\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Bing may not be on the same scale as Google and may not be anyone’s first tool when thinking about remarketing, but at the end of the day, you still want to entice those customers to come back to your website across all platforms.\u003Cbr>\u003C\u002Fp>\n",false,{"rendered":95,"protected":180},21,7782,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":187,"_yoast_wpseo_metadesc":5,"inline_featured_image":180,"footnotes":5},"Remarketing on Bing, not just on Google | Bing Remarketing %%page%% %%sep%% %%sitename%%",[189],40,[],[192],168,[194,93,195,196,197,198,199,200],"post-5422","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[204,205,208,209],{"path":155,"name":156},{"path":206,"name":207},"\u002Fblog\u002F","Blog",{"path":104,"name":18},{"path":164,"name":94},"There is more to Bing than meets the eye. The Bing interface is a powerful tool and used in the right way can be just as successful as Google to remarket to customers. What Is Remarketing? User lands on your website, cookies ‘drop’ on their computer\u002Fmachine and then the user is then added to a 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Dedicating time and budget into native advertising is going to have a greater chance to improve a company’s reach.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What Are Native Ads?\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Native ads are another form of paid advertising but these are ads which conform to the layout and design of the website\u002Fplatform they are being featured on. This means that they have to flow with the format of the website, also known as ‘In-Feed Ads’. These are usually found within social media feeds or as recommended content\u002Fads on a web page, MSN for example.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What Is The Microsoft Network?\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The Microsoft Network is a native advertising platform that uses brand-safe environments which advertisers can use to place their marketing on, using either search ads, products ads or display ads.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>It uses customers search and Microsoft profile data alongside Microsoft Artificial intelligence (AI) to create a useful link between the advertiser and customer so that customers are targeted with relevant and specific ads based on their history and interests.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The platforms which marketing ads can be visible on include MSN, Outlook, Microsoft Edge and more, all of which have traffic in the millions on a daily basis.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The Microsoft Network is based on a CPC (cost per click) buy model, so you are only paying for the performance of your ads, rather than placements.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Why Use It?\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The Microsoft Network uses brand-safe environments that avoid your ads showing against controversial articles & messaging.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft also has advanced machine learning tools which ensure that all content that is sent from the advertisers is reviewed and the content is checked for anything that could be thought of as harmful or offensive. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>You are likely to receive a higher click-through rate (CTR) with these types of ads as they are generally based on the customer’s interests and will drive traffic to a company’s website.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Applying the audience network to a new campaign whereby you are wanting to build your brand awareness or increase your reach as an initial target. The potential of finding and attracting new customers via Microsoft’s platform (MSN, Outlook, Microsoft Edge) is huge. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft has also helped users by allowing the set up to be relevantly simple. You are able to use Google import to utilise the creatives\u002Fimagery from your Google Display Network (GDN) campaigns as well as using imagery that you already use across Facebook\u002FInstagram, so new creative is not necessary.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Different Responsive Ad Formats On The Network\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft currently supports two different native responsive ad formats, these include image-based ads and product feed-based ads.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Image-based ads\u003C\u002Fstrong> work similar to how Google Display Ads work in that they can be visible across multiple platforms in the audience network and include an image, headline & description. If a GDN campaign is already set live in Google Ads, the assets can be used from them in the Microsoft image-based ads. \u003C\u002Fp>\n\n\n\n\u003Cp>An example of how image-based ads can be seen below.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F1vfsz8BktQ_lgmpWNHZlyqkE4JeAndmB-LzW695DCjxFx6o78bRaSXDknnIi5QG6ArK9FxX0I-ttG-kA_HzrDtG0pugcpNqEFyskmoxCuDM0OqmzyEpuk1xTNIqVEulEYKYNqVuh.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Feed based ads \u003C\u002Fstrong>are ad formats which use Microsoft’s products audiences to remarket products that a customer has previously interacted with. This type of ad uses the imagery which is already in a Bing\u002FGoogle merchant centre shopping feed so there is no need to create additional imagery for the products.\u003C\u002Fp>\n\n\n\n\u003Cp>These ad formats are great when using them for the ‘consideration’ or ‘conversion’ stage of a customer journey as they typically have high intent, especially when layering them with remarketing lists & in-market audiences to increase the engagement.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>It is important that when using native advertising that the images you have in your feed or you use for the image-based ads are of a high quality and do not feature any text or logos as this is a very visual way of advertising.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Subtle and Relevant Advertising\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>With the ever-increasing use of AI in Marketing advertising, enabling your campaigns to be live on the Microsoft audience platforms will only enhance your account. \u003C\u002Fp>\n\n\n\n\u003Cp>By Microsoft using the rich data they have from customers alongside machine learning, this enables your campaigns and brand to increase their reach, visits and sales using less ‘in your face’ advertising to high potential customers.\u003Cbr>\u003C\u002Fp>\n",{"rendered":107,"protected":180},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":180,"footnotes":5},[189],[],[192],[505,93,195,196,197,199,200],"post-5394",[],[],[509,510,511,512],{"path":155,"name":156},{"path":206,"name":207},{"path":104,"name":18},{"path":164,"name":106},"It has become apparent that now is the time to start investing in native advertising; spending in native advertising reached over £6bn in 2019 and is set to grow around 25% by 2023 (source, Microsoft Ads). Dedicating time and budget into native advertising is going to have a greater chance to improve a company’s reach. […]",{"thumbnail":515,"medium":516,"medium_large":517,"large":518,"1536x1536":519,"2048x2048":520,"post-thumbnail":521,"12_col":522,"default_landscape":523,"default_portrait":524,"6_col_and_margin_short":525,"11_col_and_margin":526,"9_col_rectangle":527,"11_col":528,"staff_image_696_600":529,"rectangular_thumbnail":530},{"url":180,"width":213,"height":213},{"url":180,"width":50,"height":50},{"url":180,"width":53,"height":25},{"url":180,"width":220,"height":221},{"url":180,"width":59,"height":59},{"url":180,"width":62,"height":62},{"url":180,"width":65,"height":66},{"url":180,"width":68,"height":69},{"url":180,"width":71,"height":45},{"url":180,"width":45,"height":71},{"url":180,"width":65,"height":69},{"url":180,"width":75,"height":69},{"url":180,"width":77,"height":78},{"url":180,"width":80,"height":69},{"url":180,"width":44,"height":45},{"url":180,"width":83,"height":84},[532],{"id":182,"path":248,"display_name":4,"job_title":11,"description":6,"avatar_url":102,"acf":533},{"full_bio":10,"job_title":11,"specialist_service_links":534,"photo":537},[535],{"page":536,"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":538},{"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},[540],{"id":189,"name":18,"path":104},"Native 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class=\"wp-block-table is-style-regular\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Bing’s universal event tracking tag (UET) used in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-ads\u002F\">Microsoft ads\u003C\u002Fa> is a tag that goes across all accounts & campaigns as long as they are all under one customer shell (one website). \u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This tag is multifunctional and allows you to track all of your online conversions along with many other functions like targeting remarketing lists and also help with automated bidding within Microsoft Ads. All you need is 1 piece of javascript across all pages on your website. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This tag is compatible with multiple different tag managers, such as Signal, Adobe, Google Tag, Qubit, Floodlight & more.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So What Can You Track?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You can track the duration of a visit – for any period of time.\u003C\u002Fli>\n\n\n\n\u003Cli>How many pages a customer visits – how many page views before purchasing.\u003C\u002Fli>\n\n\n\n\u003Cli>Custom events – downloads, watched videos etc – showing an interest by watching for a certain amount of time\u003C\u002Fli>\n\n\n\n\u003Cli>Destination URLs – if someone has reached a certain page i.e thankyou page, basket page.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>How To Set The Tag Up (In The Old UI)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Navigate to Campaigns – Conversion Tracking – UET Tags.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FyhM6AnRLLDcUu1GZ5HgjT2y_DgmnndMHIDVTInOuO9UEY-PZotFhJkBMJAIih82sckJ-62WaPoJm4gCJB_OQNv_eM9bpX9_fumP1HaQaG9LLZOcD1ZZENkoNdzaEAuYAikAi0Odo.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Click on create UET Tag\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fm-LWV2P3l-M6Z3X8aE_fKaDLQV3eBVaIj9Qca_ASHBMoKDX-3BEA-OZnJytOd3GNpr022Th6fzyob93pN3XhFK1QE5p3ReiIm_m-DxJXsiLB3TerbBZvkBR5Hp7QLcBseyi02b4u.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Name the tag (description is optional) & click save\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FyeGD4qCjh2XOMiH2u58ZBDPyd-vMoRUmYUgvWUiCaUhjNz6MG4xzl644_Tb47u7K0MBWX2csfbdtCaCjMde-fOshB9xfG4ABtvMBw15xENm2aoV8ltGBlBf842OGXczHGmBSBJG3.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Copy the tag onto all pages on an account\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fq81NSudgym6NqXliKuppupJb-TiR4n5XiaaPcjGVAWUm7X9AvfsPDDpx2lQAPvMQJZqAAw-D3srFi3x35v_1T2UVc4kV_9HCpOuX5RCZ3e4ck9Wz8qdatTcBycYq3EtlQ60yZRsE.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>How To Set Up Conversion Goals (Old UI)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Now that you have created your UET tag, you can now begin to create your goal\u002Fs that can be tracked in the account.\u003C\u002Fp>\n\n\n\n\u003Cp>The conversion goal you set will allow you to track and monitor the actions that your customers take on your website. The information the goal collects then sends it back to your Microsoft Advertising account and defines the goal action into conversions, whether that be sales or leads.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>To set the goal up, you will need to navigate to Campaigns – Conversion Tracking – Conversion Goals.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FJq7M4PR8sqqCaSsGrR1W6JQLT1YorYk2guhiN21GC7KkKyDpkqxbBRaOGseY0jqa-cojFX8Q6BmrfWEK5uxVgFnndFiO6AM_1d0bLSZ80Mf0uTp2Xw7Zt_yIdxjBTnREXKEDFPJr.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Click \u003Cstrong>Create conversion goal\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FlSKWlPCzRqlbp6OVr6XAVCj9gv4gMrEeT3Sgq_-OU6utKuZdNiK5yhPt4T7DfM0ykXN3T00DH-WKp8rnFSZ-erCLR7v_6ha8LU7MS7QdSfyyd18k6duXVFw6Je0uawY49t3n7arF.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Select the type of goal you would like to track i.e if a customer goes to a certain destination URL such as the ‘thank you’ page or a URL or page \u003Cem>begins\u003C\u002Fem> with X and then name the goal and set the details that you would like to track for this specific goal – see below.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYtau6gQKMxOaO6Xx87pVmEednu_Wsy5ycL-QaFv_sx1mV_Dpzf7MtS4ripwqILdAE2_D5-Bq2j_45ulzeUFaUF_qqHSOOd9ZfmxHimTuCrEmL_r1pBnWDw0RRKDLalYUA2Xp7Rtg.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>If you selected destination URL, you can choose from the following options\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9OEgZXOd6pVrmhvQiF_YTeKtA1P4mmwp7COzFKn5nFDV8ilFbJXhAjervNHTQxq6FJC3QteBvZhAfRUIgCCLij55xGVBwgf-r2ldBTAbp-hnkH0tFtitYKqPLkuzU9OewU0yOL8X.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Scope\u003C\u002Fstrong> – This setting allows you to choose whether the goal applies to all accounts in your MCC or only specific ones.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9bRVxBI9y_FarpFpOSAjpMKg6DIYvyhIombcSlqTgEF55HFtN6PKpTzshi3pYV-BZdmgEOd2jQaU1WXVgbc5ECu-prdE61LTnTv8ZDMs3sAhqA-x5g2_Vei_1acN4Oht6XSVUysI.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Revenue Value\u003C\u002Fstrong>– This setting is where you state a monetary value for each conversion and be sure to select the right option. For example, a lead generation account may want to have no value assigned, compared to an eCommerce site where each goal may vary depending on AOV.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9R4hnXHfWasXD-aVXtY-1ibqYhUVeCl1RJx2Nro3MXUbbrHkNuGWGomvBlLwO4eao6DsJ0T64HKxRWwkRWmYU77j2BvFk5thTg_HuU2SsAL7LOS0CcNx1rssrpirAeBsZbmMF3Cm.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Count-\u003C\u002Fstrong> This determines how many conversions are recorded within your conversion window i.e for an eCommerce site you may want to track all conversions after a click, whereas for leads you may only want to track one conversion after a click.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FHeivyc7xfKeOqGFShiUknl8J26u99Ce0rIGhWmW9JCtDmuTbAAGTaRzN537sysNLI8hVdpkdsyW-PFhcHVln7aj0JYdNGViNWYAR6Iw-U7eaML4VIrAliqXtJ_3Pay_mvNRu805x.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Conversion Window\u003C\u002Fstrong> – This setting is to report on conversions from clicking an advert in a given time frame; the limit is 90 days. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYC_SfKeJLgm_yIBLl5KpEgn6HBcT1fXbZwmcaSkuoOt4PA3jWArMUUsB_Heibf7p2uPDZ67cCU93cITHvS6WvwyZ9FVpwvSzj-Z1851otqF9J8h6xJr8VrA5M-J7TtE_ClfyUGIZ.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>View-Through Conversion\u003C\u002Fstrong> – This setting allows you to track conversion after a certain length of time after a customer has viewed your ads but hasn’t clicked it at the time of viewing (impression). This setting is the only section that doesn’t fall under \u003Cem>‘last click’ attribution\u003C\u002Fem>.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Determine your conversion window.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FcpwOs3FH3c67YX2-tMTHDk_v4Y2Q5Bi62JaV9zCaEh3IYeu98HLsmzRJRk17xVKsr_-t3jODYiQx4Pi-sYoOG82JjLK0qJWDniSfThqbP-hf86IL3pZZJseGHPf_3geTRZ8-7VcW.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Once all of the above is done, Click Save!\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Tag Validation\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The UET tag has been created with the tracking code applied to all pages on the website. \u003C\u002Fp>\n\n\n\n\u003Cp>A conversion goal has then been set up to track the performance of campaigns.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>It is important to validate your UET tag to ensure that it works. Bing mentions that it can take up to 24 hours for a new tag to be verified by them, but in the meantime, you are able to check your new UET tag yourself by downloading the Chrome extension – install \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Fuet-tag-helper-by-bing-ad\u002Fnaijndjklgmffmpembnkfbcjbognokbf?hl=en\">UET Tag Helper\u003C\u002Fa>.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you have this added as an extension, the extension will then have a number associated with it when you load a page. This number implies how many tags there are for this page.  \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FiclnLkIHD32TzwylmZZc_zf-ka8zBQ7IbKIg_saI-g0eIUX8AUe8eJIKAb9AFVzUwTrq4IxfqXBmyl7Lk__yAekU0gB1T5LQWnAJAIt1DoRokIimtw-giQVEP-JjASYhtJisR5oF.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>It is fairly easy to recognise if your tag is working or not because the Tag Helper shows performance based on a traffic light colour-coding –\u003C\u002Fp>\n\n\n\n\u003Cp>Red= Not working\u003C\u002Fp>\n\n\n\n\u003Cp>Amber= Minor issues with the tag\u003C\u002Fp>\n\n\n\n\u003Cp>Green= Good tag\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>When you have a good tag, the tag helper will display a similar message to the below example:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FjU34XFRDL8NmCAHWR2ZEg2D4gE2DF3cC7KaeqWj_8KicOVMIsVEjbgNhkCj-WFHPxHKzX7NPq0VxVbeEyJq8cOhLAV3SeCpwvvK__nEWHZXgbI1h7fa6lml4CFGQPIeJJscfFfIl.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Tag Yourself In\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Without using this ‘One tag for all’ it can make optimising your Bing campaigns difficult as you will not be able to measure and compare your performance within your Bing campaigns.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Given that the set up for this tracking is straightforward, I would encourage all brands, clients & agencies to enable this in their Bing accounts. You’ll then be able to make strategic changes in your account, have advanced tracking, create remarketing lists and more. \u003Cbr>\u003C\u002Fp>\n",{"rendered":114,"protected":180},7789,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":180,"footnotes":5},[189],[],[192],[669,93,195,196,197,198,199,200],"post-5365",[],[],[673,674,675,676],{"path":155,"name":156},{"path":206,"name":207},{"path":104,"name":18},{"path":164,"name":677},"Bing Universal Event Tracking Set Up & Goals","Bing’s universal event tracking tag (UET) used in Microsoft ads is a tag that goes across all accounts & campaigns as long as they are all under one customer shell (one website).  This tag is multifunctional and allows you to track all of your online conversions along with many other functions like targeting remarketing lists […]",{"thumbnail":680,"medium":681,"medium_large":683,"large":685,"1536x1536":687,"2048x2048":689,"post-thumbnail":691,"12_col":693,"default_landscape":695,"default_portrait":697,"6_col_and_margin_short":699,"11_col_and_margin":701,"9_col_rectangle":703,"11_col":705,"staff_image_696_600":707,"rectangular_thumbnail":709},{"url":117,"width":213,"height":213},{"url":682,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":684,"width":53,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":686,"width":220,"height":221},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":688,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":690,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":692,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":694,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":696,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":698,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":700,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":702,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":704,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":706,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":708,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":710,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504388_marten-bjork-GM9Xpgb0g98-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[712],{"id":182,"path":248,"display_name":4,"job_title":11,"description":6,"avatar_url":102,"acf":713},{"full_bio":10,"job_title":11,"specialist_service_links":714,"photo":717},[715],{"page":716,"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":718},{"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,"defau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Universal Event Tracking Set Up & Goals - 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parent=5365",[830,832,834],{"taxonomy":479,"embeddable":88,"href":831},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5365",{"taxonomy":482,"embeddable":88,"href":833},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5365",{"taxonomy":150,"embeddable":88,"href":835},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5365",[837],{"name":488,"href":489,"templated":88},{"id":839,"date":840,"date_gmt":840,"guid":841,"modified":125,"modified_gmt":125,"slug":843,"status":19,"type":93,"link":124,"title":844,"content":845,"excerpt":847,"author":182,"featured_media":848,"comment_status":184,"ping_status":20,"sticky":180,"template":5,"format":185,"meta":849,"categories":852,"collections":853,"coauthors":854,"class_list":855,"acf":857,"head_links":858,"breadcrumbs":859,"url_path":124,"search_description":851,"featured_image_urls":864,"authors":896,"type_nicename":255,"reading_minutes":126,"category":904,"yoast_title":850,"yoast_meta":906,"yoast_json_ld":933,"_links":986},5319,"2020-05-21T13:36:40",{"rendered":842},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fadapting-to-change\u002F","adapting-to-change",{"rendered":122},{"rendered":846,"protected":180},"\n\u003Cp>Adapting and responding quickly to the present climate is a never-ending task. The digital shift from in-store to online is ever-changing particularly even more so with the current volatile market conditions; consumer behaviour has shifted towards online shopping with some clients seeing better weeks & months than Black Friday.\u003C\u002Fp>\n\n\n\n\u003Cp>The upcoming recession is going to prove to be a tricky time for all businesses but while a recession does present widespread challenges, it also offers a chance to spot business opportunities for those that know where to look.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"business-strategies-during-a-recession\">Business strategies during a recession\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s a natural instinct for business owners and marketing managers to want to recession-proof their businesses as much as possible, but that’s easier said than done. There is no silver bullet to keeping your business afloat during times of economic instability, but making sure your processes are adaptable and flexible, meaning you are able to change and pivot as required, will certainly give you the best fighting change. Here are some of the ways we foresee businesses needing to adjust during the recession period.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"adjust-your-ppc-campaigns\">\u003Cstrong>Adjust your PPC campaigns\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>As the market is volatile, changes to your PPC campaigns are required frequently and therefore efficiencies are required. Using \u003Cstrong>automated strategies\u003C\u002Fstrong> in the short term to ensure that your campaigns are updated using real-time data to perform. A combination of data-driven automation and intelligent manual tweaks is required for truly agile and proactive campaign management. Although automation is key to helping achieve fast adjustments, the changes the AI is making could be based on previous behaviour so manual optimisations are still just as important to ensure no anomalies in performance are missing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Increase your discoverability\u003C\u002Fstrong> and adapt to the market instantly by trying out new paid keywords that come through in search queries or recommendations. It is a good time to opt-in for \u003Cem>Dynamic Search Ads (DSA)\u003C\u002Fem> as these also bring in unique customer queries. With the ads being relevant to the customer search, these can increase the CTR and CVR.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"customer-journeys-remarketing\">Customer journeys & remarketing\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>Customer journeys\u003C\u002Fstrong> are changing and the duration of these journeys are generally increasing as people have more time to browse & are now looking for the best deals as competition across the market increases & as stores remain shut. Be open to change or have flexibility in your ROAS & CPA targets; expect a lower return whilst people have more time to shop around and take note of your best performing conversion paths.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>As businesses are now gaining a wider audience it is an appropriate time to use \u003Cstrong>remarketing \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa> \u003C\u002Fstrong>across all platforms. There has been an increase in users’ using ‘news platforms’, so this is a good time to opt-in for the search & display networks and remarket to users there.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Your \u003Cstrong>budget\u003C\u002Fstrong> may be limited during these times because of the increase in consumer needs but aim to not pause these campaigns, instead focus on where you could lower your CPCs\u002Fbudgets and keep activity live or steer towards a shared budget. We also recommend improving the content of your ads and landing pages to improve your quality score, thereby increasing visibility without increasing costs.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"stay-aware-of-changes-to-product-sales\">\u003Cstrong>Stay aware of changes to product sales\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Due to the current situation, some retailers & brands are seeing a shift in product sales. Adapt the products you are promoting to your customers by aligning campaigns with consumer needs & trends. An example of this is an increase in demand for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.greatbeanbags.com\u002F\">GreatBeanBags\u003C\u002Fa> ‘deck chair bean bags’ due to customers spending more time in their garden.\u003C\u002Fp>\n\n\n\n\u003Cp>In other sectors, like travel, adaptations to strategies are required. Impression has made it clear to customers in various accounts that cancellations are available and that they can rebook for next year. By adapting and updating the customer you are retaining their custom and adding some positivity to customers for next year. In the travel industry, it is still difficult to adapt when there has been a 73% decrease in searches. (source, SaleCycle).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"update-google-my-business\">Update Google My Business\u003C\u002Fh3>\n\n\n\n\u003Cp>As we are all now having to only travel for essentials, updating your Google My Business page will keep customers informed on business information i.e opening times & deliveries. This can also lead to a positive increase in online sales. See the below images from Google that are prompting businesses to update their information.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FdbSi5ieQ4D2WSCn8PBRRok5jCKQnmffJpxn7ViC2wBUBNeLzLtFGdmn_Az-pm-CxkKcMlsXR3Mdu3wtLjw96_W7LcE44L58ann03IgWH4olT0y1NliJgTYNYqLOTMzL3LkWx8BJp.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\u002Fe4DeagLoyRVKwV-KtWAsjFQNAUIRNb9R3JieFHT7PxDDr_pjcNRKssWsiQinDEaD6eBygJ2xc9e6Wo0eAfKsMekHlggiMG1w1ep9h5-RPgjfI_ymztOb1QR6XTmPoyq6dUHP2Gkh.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Impression has also taken a proactive approach in PPC by updating ad copy highlighting the new opening times, contact support times etc so that consumers knew at all stages of their journey as shown in the below examples. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FkjDBm4992jbwps9qe8WA0yTqJaQDruEBt0rJkw0mTEMC_xsudL9jUwp6hWecepuIeFcn0QuT4JtNR1oea4l7Bq28id27eYOT2-7P75P49Hup6THE5aTKY380MV4D3Y_2txEZJJ0L.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\u002FNVQItnrV7YbiyTK9S48i2QtF_L8u7pCvl4NHr0EDfAxdUcR7fHxZpqibSRFAooqqaDqhoqpSk77msrh2BAuj_JPdYZu-_U-pmLaEX0ZdJDr3mg1oaLxKwCPeJ4Cw_Dcpc2ESh_df.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keep-an-eye-on-trends\">\u003Cstrong>Keep an eye on Trends\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It was certain that entering the quarantine period there would be fluctuations in the performance of certain sectors, including large losses for some businesses. As we are now a few months into the ‘new normal’, it is easier and more evident to see which businesses have had to adapt.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Trending products that are prospering have included: software, laptops, vacuums, freezers (as a result of bulk buying\u002Fpanic buying), webcam (as a result of family chats, working from home), home decor, craft, DIY (home & garden). Consumers are adapting quickly to new ways of life and workers in the digital marketing industry need to look at real-time insights and trends to focus on the demands of consumers.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.vax.co.uk\u002F\">Vax\u003C\u002Fa>, one of Impression’s clients had a surge in quieter household appliance range & air purifiers. Overall improvements in both month-on-month sales and year-on-year sales in comparison to their other household ranges.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpalmspas.co.uk\u002F\">Palm Spas\u003C\u002Fa> saw triple-digit growth across most metrics (visits & leads) this past month due to customers making the most of the good weather & spending time in their gardens. This proved to be their best month as a business.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This appears to be the trend across certain sectors; a study conducted by SaleCycle and saw that across some sectors like automotive, office supplies, sport, books all had an increase in year on year sales.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fe9zrLsqtpKD_ZoGUrru2c0L2K-koImeg6uBH43onkJwjjvZ9FLc2ZXNjTFgc0qf-t0fi3bmz34JXiqHNN9CY5PEbmE6oCG0vtbP28aY5TaANYnv0XiD8dsBW0Xin1ZXLYhb-fcsU.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google Trends corroborates the study undertaken by SaleCycle. There has been a large increase in bike-related queries due to people wanting to exercise more or find alternative ways to ‘wear the kids out’. Searches such as Bicycle child seats, bicycles, bicycles gloves, bicycle trailers all up 90% YoY (source, Google Trends).\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Another anomaly this year has been Fashion. This would normally see a spike in January due to Sales and then a bit of a lul but there have been increases in March\u002FApril due to more online ordering. \u003C\u002Fp>\n\n\n\n\u003Cp>The browsing habits have varied with not only the time but purchasing decisions too, for example, rather than buying high-end trainers, people are wanting running trainers. There have never been so many runners!\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"make-use-of-pragmatic-creative-solutions\">\u003Cstrong>Make use of pragmatic & creative solutions\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By using creative solutions that reflect current trends, particularly media trends, you can promote products in a way that make a customer feel that the business is on-trend and has a certain sense of relevance to the customer. Everyone’s heard of Joe Exotic by now. Right? Impression’s PR team did a brilliant job with Great Bean Bags and set up a campaign to target users’ fascination with the Tiger King by using their ‘tiger’ patterned bean in a\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.greatbeanbags.com\u002Ftiger-king-inspired-bean-bag\"> campaign\u003C\u002Fa>. Why not have a bit of fun in these times!\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FR8rk0774zUKF0ggd7G8J3BzHCiTj4GuTtDINukPCUngR4bRg1jeDbMM9QWXcDYvgRxtJ1I3sD842dzUrG8tZQuI8xMKR7tNK85IU0Ya6QOGEk_UHtdVC2xnCABf-O5m6G4SZT2vO.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Across different paid media channels Impression has been using current and topical trends that have been rising. A client of ours, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.magnetexpert.com\u002F\">Magnet Expert\u003C\u002Fa>, has seen an increase in their craft & DIY ranges. Impression increased the presence of these through Ad extensions, showcase ads and display, whilst trialing even more inspirational imagery & wording than before, to connect and inspire users at all touchpoints of their journey. Below is an example of some of the magnet ads.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F4TDBXKdjPyjCLqwQVX5mdiRblrDCzL_LBcyawJEFE09ntJvyitpw-055D5hY48hsPCK1gZE3x-luz_fxiXMC50xMst1WhKPQldRa_A58iQ-Or-IFqX_8jtJv6pLEUv1aPX5j7mdx.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\u002FeqsewthOMHeGildxa4QISq9zv_R8G7H8QbLXjydv5oK21k7vO4R17DgObVjlTYCv9az0sp0GGxJNGdTyX_rTEbdPhLRPU6RHGhT23R6SEAoCxzin3aJQWsNp0q_gjToqJIESAfxs.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\u002FYyiAu-kxsA6X21m74tW7vslXC2Ji206z301SxUxvDwWWHprUUPiSrSPV52qM9-FWjP_LsK-WJDsx9Ril-Zwldq17XnMlA-aalOYq2WONTpbUzteaHUZ7RYYKf4cqwkN8c0lmIidR.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Summary\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>With a recession on the horizon, now more than ever is the time to revisit your business strategies, tightening up in any areas which aren’t driving performance and exploiting any business opportunities generated by the recession itself. Making use of automation in your campaigns can help you keep up with the rollercoaster pace of the recession trends, however, make sure to be proactive with your manual changes, roll your sleeves up and get on-trend and stay flexible. It is also important to keep your business up to date and retain your customers, giving them the trust and confidence that you are as up to date as the competition.\u003C\u002Fp>\n",{"rendered":123,"protected":180},7795,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":850,"_yoast_wpseo_metadesc":851,"inline_featured_image":180,"footnotes":5},"The Key To A Recession Proof Business? Adapting To Change | Impression","While a recession does present widespread challenges, it also offers business opportunities for those that know where to look. Learn 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often SEO (Search Engine Optimisation) & PPC (Pay Per Click) channels operate independently. When the channels work closer together it can increase views of your company’s site. Let’s start by defining the two channels:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>SEO\u003C\u002Fstrong> – This revolves around optimising a website organically to appear for your chosen keywords you are targeting. This source of this traffic usually has a high conversion rate as consumers trust the content on the search results page.\u003C\u002Fp>\n\n\n\n\u003Cp>Traffic is free but it is important to remember that SEO is a long term channel and can sometimes take approximately 3 months for new content to perform. It is therefore important not to view SEO as a quick win but see the longevity of how this will boost your brand organically.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>PPC\u003C\u002Fstrong> – As the name reads, you pay for each click. For some smaller businesses this may seem a bad thing that you are clicking for each visit you get, but the advantage is that you appear immediately to customers searching for your company.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The combination and collaboration of the two channels for greater chance of click conversions can be achieved by the following methods.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Adwords Paid & Organic Report\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This report can be great for answering questions such as:\u003C\u002Fp>\n\n\n\n\u003Cp>‘Why should I bid on brand when SEO can take the traffic?’\u003C\u002Fp>\n\n\n\n\u003Cp>‘What keywords do I rank well for organically and convert well?’\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Businesses should not be paying for search terms that they rank number 1 organically for. Finance departments can call this ‘wasted spend’. \u003C\u002Fp>\n\n\n\n\u003Cp>This report is a great way of seeing a holistic view of the two channels and how they rank for search queries. It can provide insights on which terms are best left to either SEO or PPC, depending on rank, competition and performance.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>To gain access to this report, you will first need to link your adwords account to your search console (webmaster tools) account.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Once done this, you can go into the report by navigating to  – Reports > Predefined Reports > Basic > Paid & Organic, as shown below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FnYkcO_DwSxGhWMDxe0aMTMjbT1niCRR5Sbz9XmMDtmwl_vznZJFl0KJ73Dq58LiJCsrd3652YertPo-qDoJ2z0WOuY9qWqL7e7kP4VtEs_b7fyQrCh-fxMdV_rGQFpTt6rjQxMDq.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You can filter the search queries by ‘result’ type which will show you when and if both channels are serving for the same keywords.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FGt7ws3dV5UkE1ewCePgmLbmWo6gsNVTbWOr1iqLbciRuLhv0lN6GXWNm8U2g9auPI_jVKzAumHXWDM3J54wS3nzCwTPsYMMjXnEiwxoqIt_dxtrSXHX0ztQU18S3Bn-ZMCyXLSyD.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>There are few things to consider when looking through this report.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>‘Both Shown’ If SEO seems to rank well for this term you need to look into how many PPC ads are above it. If the ads take the SEO listing below the fold (screen before scroll), it is still good for a PPC ad to be shown.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>If only your PPC ad is showing for a search term look at it’s performance; if you are seeing strong CTR (click through rate), sales & competition isn’t too high, this search term could be covered by SEO and therefore replace the need for the PPC ad?\u003C\u002Fli>\u003Cli>If your search results are only organic and performance isn’t strong, you could be being bumped out of the fold by multiple PPC ads for that search term.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Budget\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If you have a set budget which is relatively small you can utilise SEO to help you gain visits by going after the longer tailed keywords focusing more on the content of your website. For the search term whilst your SEO is gaining traction, look at terms that drive a good amount of sales or leads, and support these in PPC to enable you to compete within the ad space until your SEO gains ‘pace’.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Attribution\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Assisted journeys are getting more important by taking into account how all channels, SEO, PPC, affiliate etc take in gaining your websites sales. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FInbuDfoi-y9cJJFK7UaycLo57f4CyQyyalpso1jWGChMDYTaZjKNme2T-RyraDNja57gbFLqQVG6H5J7Xn1qmKCQFiYwqvTMYHlE5ry6dkf30V7CmIsFmrM4Ln8IrpG5GDo0ybXZ.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>You can see from the above customer journeys that consumers use these two channels alot to get to their end goal. Look at reporting on different attribution models and compare the revenue – this could help you increase your budget for PPC.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ad copy\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Sometimes a business’s SEO titles & meta are ignored by Google and Google will ‘crawl’ your website and select what they believe are the key pages to show. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>With PPC, you have much more control. Both your PPC and SEO listings should be treated as if they are your homepage or shop window. Within PPC, use your extension as a way of showcasing your top offers, top products and key USPs that your brand is known for.\u003C\u002Fp>\n\n\n\n\u003Cp>You should also treat your SEO listing the same as you would your PPC ad copy. Make sure your SEO titles & descriptions are as optimised as they can be. If you need some help, look at the performance of the PPC ad copy – this can help determine what ads are gaining a strong CTR. These changes can determine how many visits you receive. CTR is just one of the factors Google uses to rank your pages and ensure that they are relevant to the user’s search. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Within Adwords, look into your quality score for your keywords. For search terms and copy that has a high quality score and good landing page relevance, these can then be good terms to crossover into SEO and google is informing you that the users search is relevant to your ad and the user experience is strong.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Rankings & Keywords\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As previously mentioned, check your SEO rankings and ensure that your search terms rank 1st, & aren’t being pushed down the SERPS due to PPC ads. If your SEO search terms are not ranking 1st PPC can be used simultaneously to gain visits ensuring that your brand is visible within the top results.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>If for certain keywords your are 1st organically for them and you are a retailer, think about how you can showcase these terms within shopping ads. That way, you are not cannibalising the SEO ranks but instead allowing for your brand to take up more of the space within the search results by showing up for both SEO (free) and shopping.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>When you begin to have some data from campaigns whereby you have had a jointed strategy for PPC and SEO, begin to look at what have been the top performing the keywords for your KPI’s (sales, leads, visits etc) and think how these keywords into your SEO content and embedding these search terms into your website. This will then enable you to improve your rankings organically, whilst still having strong visibility via paid.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Competitiveness can play a key role in how to plan keywords. For search terms that are competitive and provide the company with good traffic, keep using these terms in PPC ads. For middle\u002Flower competition search terms, consider adding these terms to pages & content, as improving visibility on these terms (as opposed to higher competitive terms) will be easier. Only go after those keywords that are attainable.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Branded Keywords & Campaigns\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If a PPC account is bidding on the brand term via exact match have a look to see if this needs to be on all the time; look into when you are seeing your best performance and optimise towards these. For all other days, allow SEO to take the branded traffic and save your money or divert into other campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>Monitoring performance when the brand is on and off it will be evident that the traffic isn’t lost for the account, it is captured by SEO rather than PPC. By alternating between the two channels you can make your spend go further.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Incrementality\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Finance teams may enquire which channels are driving incremental growth to the business. \u003C\u002Fp>\n\n\n\n\u003Cp>To demonstrate the importance of the PPC account and to show its incrementality, turn it off. This may sound drastic but have faith in the data & if you can afford to have PPC off for a length of time to provide sufficient data. Run analysis on other channels & if they manage to pick up the traffic & sales that would have been captured by PPC – make sure to take out any anaomle dates such as pay days & promotional periods as these can make the data unreliable.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>If your data shows that SEO doesn’t take all of the revenue & traffic whilst PPC is off then this is a great way to feed back of the benefits of having PPC on and that it captures additional visits and customers.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Summary\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When creating a campaign ensure the SEO & PPC channels are working simultaneously and compliment each other. Both channels are visible on the same SERPs so the channels should not be ignorant to each other’s strategies potentially wasting the companies money or under performing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":133,"protected":180},7808,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":180,"footnotes":5},[189,351],[],[192],[1039,93,195,196,197,198,199,200,1040],"post-5245","category-seo",[],[],[1044,1045,1046,1047],{"path":155,"name":156},{"path":206,"name":207},{"path":104,"name":18},{"path":164,"name":132},"Too often SEO (Search Engine Optimisation) & PPC (Pay Per Click) channels operate independently. When the channels work closer together it can increase views of your company’s site. Let’s start by defining the two channels: SEO – This revolves around optimising a website organically to appear for your chosen keywords you are targeting. This source 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campaigns are not only there to help you gain a strong ROAS and online sales; used in the right formats they can increase your visits, new customers and your brand awareness consequently boosting your business’s profit.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Optimisations\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>First, it is worth looking at the basics of where this all starts, your shopping feed. Nurturing your shopping feed can determine how well your ads can perform. The data in which you input into this is vital to show in the shopping space.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Ensure that all fields are filled out\u003C\u002Fli>\u003Cli>Product titles – always keep in mind your customer and what they are likely to be searching for i.e brand, product title, category, size. \u003Cul>\u003Cli>80% of all shopping terms are matched to product titles.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Utilise custom labels – optimise different brackets within your feed (margin, product type, campaigns etc). For higher profit margin lines you would want to target a lower ROAS using labels. This is so that the products get more exposure which in turn will help to sell more of these products and gain a higher profit and the contrary for lower margin items. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Impact from stores\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The high street has for a long time been struggling to keep up with online shopping and hence it is important to focus on how you can help improve the store’s presence on Google to improve footfall. Look into Google my business, LIAS, Store visits & even store sales set up and notice the difference.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>LIAs (Local Inventory Ads)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This format showcases your products and shops information to nearby users searching with Google. When users click an ad they arrive on a Google-hosted page, called the local storefront. They can use the local storefront to view in-store inventory, get opening times and find directions\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9nX7Pq0rmPiF33CzHxaUR5izcGAozDMdqe9B23cEHewCdpog6dlaitcI5eTd1cfKdtwxToaUp30w4hjqc0fBi5E2_v8QSXP3ptF1SOA20eZkUNfrzlKBrlqpCkg7y34FhXPmOMrL.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Benefits of using LIA ads:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>LIAs are one of the very few ways to present a truly omnichannel experience to customers and hero stores further online.\u003C\u002Fli>\u003Cli>Over the last few years Google have been preferring LIA ads and hence brands that are using them are likely to have a visibility advantage.\u003C\u002Fli>\u003Cli>Lets users know that stores have the items they are looking for, at the very moment they search online.\u003C\u002Fli>\u003Cli>Monitor the impact your digital ads have on footfall per city and per category.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>When using LIA ads it is important to set the radius to a realistic mileage, for example, a customer is unlikely to travel for more than 5 miles to their nearest store. These ads are a great way of showing customers that you also have a local store presence. During current Covid-19 circumstances, it is worthwhile considering pausing LIA ads if stores are shut. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>If you are wanting to run LIAs ensure the 5 below points are all met\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Shopping feed is in ‘good shape’.\u003C\u002Fli>\u003Cli>Google map listings – ensure all store listings are up to date with correct information as this is what the customer will see.\u003C\u002Fli>\u003Cli>Store inventory file – Create a file whereby you have all stores, products stock etc that matches your Google shopping feed.\u003C\u002Fli>\u003Cli>Consider launching LIAs in a staggered approach depending on the size of your inventory.\u003C\u002Fli>\u003Cli>Decide on how you are going to process the LIA file – feed provider, yourself or agency.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cstrong>Store Sales & Visits\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It is important to differentiate between store sales & visits.\u003C\u002Fp>\n\n\n\n\u003Cp>Store visits – recorded if a user visits a store within a 14 day window following a PPC click\u003C\u002Fp>\n\n\n\n\u003Cp>Store sales – recorded if a user has shopped within the past 30 days\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Store Visits\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Reviewing the performance of store visits can indicate the difference in product performance online and offline; you can make your LIA ads more specific based upon this data. It is likely for high priced products when customers tend to be less impulsive that store visits are higher.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Store visits work on the following basis : Time at location, Google map searches, Google web searches.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Store Sales\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Google store sales can help businesses understand what the impact of online activity has on stores.\u003C\u002Fp>\n\n\n\n\u003Cp>In 2016, 85% of purchases happen offline so the reliance on digital, particularly through mobile has changed the way customers research and buy.\u003C\u002Fp>\n\n\n\n\u003Cp>Having this data then enables a deeper insight into consumer and category behaviour and can be used to report on the complete omnichannel cycle.\u003C\u002Fp>\n\n\n\n\u003Cp>Store sales help conclude performance from LIAs & store visits by confirming how many of the clicks contributed to an instore purchase. \u003C\u002Fp>\n\n\n\n\u003Cp>In a case study where a large health & beauty retailer ran store sales they found that:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>1 in 4 customers who clicked a PPC ad visited a store.\u003C\u002Fli>\u003Cli>Also for every £1 they delivered via web sales, they also drove & assisted with an additional £6.4 in store. This shows the vital role that PPC can play in driving online & also in-store sales.\u003C\u002Fli>\u003Cli>When customers engage with a specific PPC ad, they are more likely to purchase from that category in store. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Increasing Reach\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When most people think of seeing shopping ads, they predominantly think of Google & Bing but there are plenty of other platforms that you can look to expand on to grow your reach.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Don’t just restrict inventory to appear on Google and Bing. Expand this into youtube, gmail & smart shopping. These are all platforms where your products can appear and gain a good return.\u003Cul>\u003Cli>Smart shopping can be a great way of pushing your poor performing products and group them into one campaign with the aim of increasing their performance, setting them up separately to the rest of the feed. Smart shopping can be a great visual way of showcasing these.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Showcase shopping ads are another way of getting additional customers. This version of shopping is a strong way of gaining customers who haven’t yet decided on their chosen retailer\u002Fbrand and are still in the consideration phase. Therefore these are best used for more generic search queries. These can be beneficial if you are wanting to reach new customers and are great for inspiration, similar to ads used on social channels.\u003Cul>\u003Cli>These can tend to have a lower ROI compared to standard PLA ads so ensure that expectations are clear before running these.\u003C\u002Fli>\u003Cli>It can best to run showcase ads for different product types and then have an ad group that is set up to catch all products in the feed rather than a set product group. This way you have specific ads for specific product types and then the ‘catch all’ ad is then able to capture all other generic searches.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>The difference in PLAs & showcase ads can be seen below\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FptoWNSzF35p9Tnk9NHlo8ioIGcyvWWL_Ah-oliUDchNG9KXUtL3OTLD_OucnqJiKKHrNXMc_m9sc3BO-hkyFemKiWeNuYo7Cj4J_K5Usj4Yzs1CFJf76xsmwgsMg_JS2jgPMBou4.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>CSS (Comparison Shopping Service)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Following a ruling by the EU commission, Google have created a separate business for their shopping comparison sites and enabled other comparison sites to enter the shopping auction.\u003C\u002Fp>\n\n\n\n\u003Cp>A commercial benefit of using a CSS is that the retailer can pay 20% less using a CSS for the same level of traffic. Companies can use these savings to grow their account leading to an increase in overall traffic & sales.\u003C\u002Fp>\n\n\n\n\u003Cp>By utilizing both your Google shopping and a CSS shopping feed companies can double their ad presence by appearing twice in the same auction. Given that a high proportion of ad spend now comes through shopping campaigns this can be a great way companies can expand their reach in the shopping space which in turn can improve their ROI for their account.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Summary\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>I would begin by thinking of your business objectives and KPIS.\u003C\u002Fp>\n\n\n\n\u003Cp>If you are a brand or retailer that wants to focus on profit & margin, begin by looking into where you can improve your product data in your feed. Utilise the custom labels in your merchant centre to help you optimize towards the higher profit lines.\u003C\u002Fp>\n\n\n\n\u003Cp>To broaden your reach for new customers as well as gaining brand awareness have a think about whether different shopping formats are the way forward for you. These could include smart shopping or showcase ads. Run a test and learn campaign on a few products and see if you see an uplift in performance from these.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, try not to be selfish and just think of the online benefit. Stores can benefit greatly with footfall by using local inventory ads. Go even further and tie up your whole omnichannel process by using store sales direct.\u003C\u002Fp>\n\n\n\n\u003Cp>Show your business the real impact that Google shopping can have for the omnichannel buying process.\u003Cbr>\u003C\u002Fp>\n",{"rendered":142,"protected":180},7816,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":180,"footnotes":5},[189],[],[192],[1229,93,195,196,197,198,199,200],"post-5197",[],[],[1233,1234,1235,1236],{"path":155,"name":156},{"path":206,"name":207},{"path":104,"name":18},{"path":164,"name":141},"Shopping campaigns are not only there to help you gain a strong ROAS and online sales; used in the right formats they can increase your visits, new customers and your brand awareness consequently boosting your business’s profit. Optimisations First, it is worth looking at the basics of where this all starts, your shopping feed. Nurturing 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