[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fclaire-henley\u002Fpage\u002F3":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":132,"head_links":133,"breadcrumbs":120,"posts":137,"pages":115,"head":640},"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":116},"\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 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Henley’s posts",{"data":91,"pages":115},[92,105],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Competitor Bidding: What, Why and How","\u003Cp>Competitor Bidding is bidding on another company’s branded terms within your business related keywords. This practice can seem risky and does have downsides however it can also have great rewards. During the current uncertain climate we have seen big name brands decrease their bidding on branded terms and overall PPC spend. For example, Amazon have […]\u003C\u002Fp>\n","\u002Fblog\u002Fcompetitor-bidding\u002F","2022-02-07T16:48:17",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504623_bruno-aguirre-yJBMbQgw9mg-unsplash-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":109,"readingTime":110,"image":111,"authors":112,"category":114},"Product Titles: Friend or Foe","\u003Cp>A friend is the wax that keeps the flame lit, an enemy is the wind that blows it out. Customer Journey When people are beginning their shopping journey and needing some inspiration they are searching for options by using generic keywords; Chair, cordless vacuum, mascara, candle. Your summer berry hot day scented candle sounds luxurious […]\u003C\u002Fp>\n","\u002Fblog\u002Fproduct-names-friend-or-foe\u002F","2022-02-07T16:48:19",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FOBpa64Eq-050720211625506280_paul-zoetemeijer-KAZy5R2ZOV0-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":102},{"to":104,"name":18},"3",{"type":117,"style":118,"title":119,"heading":4,"intro":10,"services":12,"breadcrumbs":120,"photo":47,"social":132},"author","dark","Meet the Team",[121,124,127,130],{"path":122,"name":123},"\u002F","Home",{"path":125,"name":126},"\u002Fabout\u002F","About Us",{"path":128,"name":129},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":131,"name":4},null,{"twitter":5,"linkedin":5},[134],{"rel":135,"href":136},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fclaire-henley\u002F",[138,455],{"id":139,"date":140,"date_gmt":140,"guid":141,"modified":97,"modified_gmt":97,"slug":143,"status":19,"type":93,"link":96,"title":144,"content":145,"excerpt":148,"author":149,"featured_media":150,"comment_status":151,"ping_status":20,"sticky":147,"template":5,"format":152,"meta":153,"categories":154,"collections":156,"coauthors":157,"class_list":159,"acf":167,"head_links":168,"breadcrumbs":169,"url_path":96,"search_description":176,"featured_image_urls":177,"authors":212,"type_nicename":221,"reading_minutes":98,"category":222,"yoast_title":224,"yoast_meta":225,"yoast_json_ld":278,"_links":406},5157,"2020-04-01T15:49:01",{"rendered":142},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fcompetitor-bidding\u002F","competitor-bidding",{"rendered":94},{"rendered":146,"protected":147},"\n\u003Cp>\u003Cem>Competitor Bidding\u003C\u002Fem> is bidding on another company’s branded terms within your business related keywords. This practice can seem risky and does have downsides however it can also have great rewards.\u003C\u002Fp>\n\n\n\n\u003Cp>During the current uncertain climate we have seen big name brands decrease their bidding on branded terms and overall PPC spend. For example, Amazon have decreased their budgets within Google which can be seen in the graph below (Figure 1).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F86Jdw01-VYbh6uXivfI2tJWG6z9NeF22qTzhbKnN6LhHyeOW-48Ghqct4DRkQuBwqqhfuJ91ErR-ejSOFBwp6yIyq7wK2icwx6L1a7uv12ulYXjFrsPO_-3lBPihH6K7wJdFSvvg.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Figure 1\u003C\u002Fstrong> – Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftinuiti.com\u002Fblog\u002Fmarketing-news-covid-19\u002Famazon-reduces-google-shopping-and-text-ad-advertising-prioritizes-essential-products\u002F\">https:\u002F\u002Ftinuiti.com\u002Fblog\u002Fmarketing-news-covid-19\u002Famazon-reduces-google-shopping-and-text-ad-advertising-prioritizes-essential-products\u002F\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>This has also been the case across different retail sectors where the CPCs have been reducing as can be seen in the figure (2) below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FUEIUgR_RKqL7ZsKx8Xi4DPaf-WVoHGxcq2Y3_TkHQcPjayyrj_LlQNPjZ5GMmdbq-Vf1AeLronYR8dcWr7KoVRBmIB7v88CXgfamxlGeyQSymKVCaqsVHVzJEthRNVruysuiX6zQ.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Figure 2\u003C\u002Fstrong> – Source: Tinuiti.com\u003C\u002Fp>\n\n\n\n\u003Cp>If the CPCs in your accounts decrease as a direct result of less competition it could be a good time to start increasing your search terms and adding in competitor terms to capitalise. The new customers you gain could be a long term benefit if they return to your website through your branded search terms, resulting in lower CPCs and higher ROAS.\u003C\u002Fp>\n\n\n\n\u003Cp>Is competitor bidding beneficial for your business?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Benefits\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Increase in traffic from bidding on these competitor terms\u003Cul>\u003Cli>This can have an improvement on your overall impression share and increase your visibility in the \u003Cem>auction insights\u003C\u002Fem> report. In the long term, these can then have benefits for your account by generating more sales & leads.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Boost presence\u003Cul>\u003Cli>Greater presence in the \u003Cem>SERPS\u003C\u002Fem>. Adding your competitor search terms to your keywords makes you visible to relevant customers who may not have heard\u002Fsearched you before but have now been exposed to your business by you showing for their intended brand. In the current market orders\u002Fleads are critical. This can help in the long and short term.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>More Google Shopping slots\u003Cul>\u003Cli>Allowing your shopping ads to be visible for competitor terms will allow you to take up more slots within the shopping positions. Try the strategy \u003Cem>search query filtering\u003C\u002Fem> in your \u003Cem>shopping campaigns\u003C\u002Fem> and see how the competitor terms perform versus your branded or generic terms.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Negatives\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Cost\u003Cul>\u003Cli>Do you have enough budget to compete? If your competitor is highly established and always seems to be visible in the \u003Cem>SERPS\u003C\u002Fem>, you may need to question if you have the budget and right intent to go after them. If you begin to compete with them, they could begin to bid on your brand terms 10x higher meaning you end paying more to be visible.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Return\u003Cul>\u003Cli>Branded search terms can be less expensive but if competitors begin to bid on your branded search terms, these can inflate the CPCs and consequently affect your ROAS. If you are a company that are quite reliant on your branded terms and have a limited budget, I would not recommend this as you could begin to lose all of your hard work from the branded terms and sales\u002FROAS from these will begin to decrease. Think of your KPIs.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Quality score\u003Cul>\u003Cli>It is unlikely that the competitors’ brand name is featured on your landing page or ad copy so your quality score for that keyword is going to be particularly low and could stem from having a poor CTR. Having a poor quality score can inflate your bids so you will need to weigh up if you are gaining a good enough amount of traffic vs the return you are seeing in either ROAS or CPA.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Tips on bidding on competitor terms\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Have a strong headline in your ad. What is your key USP (unique selling point) for your brand? What do you want to be known for? Do you have a strong offer?  Make sure the copy stands out. This will instantly make the customer who sees your ad understand what you can offer versus their intended brand.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Avoid Search campaigns if possible and target competitor names through shopping campaigns only. These usually have a cheaper CPC and are less obvious that you are intentionally going after your competitors. You are also able to take up more slots with the shopping space which in turn will increase your impression share.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Avoid using phrase match or broad match. You don’t want to show for all terms relating to your competitors nor do you want to spend a lot. By bidding on exact keywords you can lower the costs and have more control over what you show for. The exact terms can be a mixture of searches relating to their website, products (priorities to you), branded & misspells. See which convert for you better and target those ones, not all terms.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Summary\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Always think strategically when competitor bidding and don’t think that this approach needs to be frequent. Only bid on your key promotional dates and plan accordingly to ensure that you own the SERPS. If you are a retailer think of big public holidays like Black Friday & Christmas. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Review your budget and only look to compete with your competitors if you are confident you can do so, and avoid a bidding war where you are both then just paying for branded terms to be visible, rather than gaining a return.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, utilise shopping campaigns where possible rather than search campaigns. These usually have a low CPC and may be less obvious to your customer you are a direct competitor. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Used correctly and at the right time, competitive bidding can be an effective tool when used with purpose.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n",false,{"rendered":95,"protected":147},21,7822,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":147,"footnotes":5},[155],40,[],[158],168,[160,93,161,162,163,164,165,166],"post-5157","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[170,171,174,175],{"path":122,"name":123},{"path":172,"name":173},"\u002Fblog\u002F","Blog",{"path":104,"name":18},{"path":131,"name":94},"Competitor Bidding is bidding on another company’s branded terms within your business related keywords. This practice can seem risky and does have downsides however it can also have great rewards. During the current uncertain climate we have seen big name brands decrease their bidding on branded terms and overall PPC spend. For example, Amazon have 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Your summer berry hot day scented candle sounds luxurious but simple people (like my partner) are unaware that there is more than one scent of candle; simple people use simple words. Or, your volumizing eye brush may be a great mascara but dads may not know that.\u003C\u002Fp>\n\u003Ch4 id=\"naming-your-products\">Naming Your Products\u003C\u002Fh4>\n\u003Cp class=\"p1\">Having simple product names on an optimised website and feed can increase your visibility, market share and gain new customers. All of which in turn will result in a higher CVR & revenue.\u003C\u002Fp>\n\u003Cp class=\"p1\">Naming your products can be really tricky. Businesses & brands like to be modern and cool but your scoop-buster 3000X is just a spoon. Descriptions should be used to a business’s advantage to ensure their product has more relevance and higher conversion rate, think of the key attributes for that product, be efficient with the naming; colour, category, size, materials- all examples of useful words to include.\u003C\u002Fp>\n\u003Ch4 id=\"seasonality-trending\">Seasonality & Trending\u003C\u002Fh4>\n\u003Cp class=\"p1\">Without going into too much Digital Marketing jargon, appending high volume seasonal words over key periods of the year will also help drive traffic in competitive times. The last-minute what should I buy ‘for him’ could be a gold mine for all those desperate buyers.\u003C\u002Fp>\n\u003Cp class=\"p1\">The person looking for some inspirational ‘mothers day gifts’ that they should have bought last week or the ‘Halloween’ costume they need for tomorrow night; we have all been there.\u003C\u002Fp>\n\u003Cp class=\"p1\">Keeping on trend could also pay off; the use of plastic is destroying our planet. If your scoop-buster 3000X is plastic-free, make sure your audience knows about it.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"key-takeaways\">\u003Cspan class=\"s1\">Key takeaways\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul class=\"ul1\">\n\u003Cli class=\"li1\">The order of product Titles – make sure that the most important keywords are at the beginning of the product name. Given the limited space you have within Google shopping, having the keywords at the start will ensure that these are visible to the customer\u003C\u002Fli>\n\u003Cli class=\"li1\">Add seasonal or trending terms to your product names to maximise on exposure during these key periods of the year\u003C\u002Fli>\n\u003Cli class=\"li1\">Be efficient with the character limits when creating your product name; don’t make them too long. We wouldn’t want a product name to look more like a paragraph.\u003C\u002Fli>\n\u003Cli class=\"li1\">Adhere to Google’s policies and don’t use an excessive amount of symbols, explicit keywords.\u003C\u002Fli>\n\u003Cli class=\"li1\">Measure performance – check to see which products are performing when it comes to visibility & CTR. 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