[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fgina-wright":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},"Gina Wright","","I'm a Senior Paid Media Strategist at Impression. I started out studying fashion at University and worked in the clothing industry for a while before making the switch to advertising where I've been for the past 5 years. I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":116},"SeniorPaid Media Strategist","\u003Cp>Senior Paid Media Strategist. Joined Impression in October 2022.\u003C\u002Fp>\n\u003Cp>I studied fashion at University and worked in the clothing industry for a while before making the switch to advertising where I’ve been for the past 5 years. I have experience in programmatic, print and paid search across a variety of clients from finance & fragrance to appliances & activewear.\u003C\u002Fp>\n\u003Cp>At Impression I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI make really good Yorkshire puddings!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I like walking with my dog, Stella, going to a cosy pub & trawling charity shops and car boot sales for a bargain!\u003C\u002Fp>\n",[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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},169,"98","2020-12-17 10:02:30","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},20451,"Gina-Wright","Gina-Wright.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&q=90","\u002Fgina-wright\u002F","12","gina-wright","inherit","2022-12-08 17:30:41","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Gina Wright’s posts",{"data":90,"pages":115},[91,105],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","How to overcome diminishing returns with ad & keyword testing in Paid Search","\u003Cp>It’s a familiar situation for many marketers – we’ve set up our campaigns, they’re running efficiently, we’re happy and our stakeholders are happy but soon enough we’re all thinking what else can we do? How can we improve performance even further?  The first thought for most is: to increase spend to increase revenue. However, this […]\u003C\u002Fp>\n","\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F","2024-03-20T10:20:31",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=800%2C0%2C1600%2C1600&w=640",[100],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":103,"name":104},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":92,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"Anatomy of a Google display campaign and how to make it work harder","\u003Cp>Display ads have come a long way from the first PPC banner ad back in 1994, but with a CTR of 44% should we take inspiration from this example of a simple display campaign? Unfortunately, the answer is no, however, we do have some useful tips on how to make your Google display campaign work […]\u003C\u002Fp>\n","\u002Fblog\u002Fanatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder\u002F","2025-02-12T16:18:39",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":101},{"to":103,"name":104},"1",{"type":117,"style":118,"title":119,"heading":4,"intro":11,"services":12,"breadcrumbs":120,"photo":46,"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\u002Fgina-wright\u002F",[138,456],{"id":139,"date":140,"date_gmt":140,"guid":141,"modified":96,"modified_gmt":96,"slug":143,"status":19,"type":92,"link":95,"title":144,"content":145,"excerpt":148,"author":149,"featured_media":150,"comment_status":20,"ping_status":20,"sticky":147,"template":5,"format":151,"meta":152,"categories":155,"collections":157,"coauthors":158,"class_list":160,"acf":168,"head_links":169,"breadcrumbs":170,"url_path":95,"search_description":154,"featured_image_urls":178,"authors":213,"type_nicename":222,"reading_minutes":97,"category":223,"yoast_title":153,"yoast_meta":225,"yoast_json_ld":281,"_links":406},27543,"2024-03-14T12:20:39",{"rendered":142},"\u002F?p=27543","diminishing-returns-with-ad-keyword-testing-in-paid-search",{"rendered":93},{"rendered":146,"protected":147},"\n\u003Cp>It’s a familiar situation for many marketers – we’ve set up our campaigns, they’re running efficiently, we’re happy and our stakeholders are happy but soon enough we’re all thinking what else can we do? How can we improve performance even further? \u003C\u002Fp>\n\n\n\n\u003Cp>The first thought for most is: to increase spend to increase revenue. However, this is where we may experience diminishing returns. The law of diminishing returns states that after a certain point each additional unit of input results in a smaller increase in output. This is often the case in advertising – as spend increases, we expect to see revenue increase at the same rate, however, once we hit a certain spend level we will see revenue growth slow. Therefore, increasing spend may result in paying more per click without those clicks translating into conversions or increased revenue.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-does-this-relate-to-google-ads\">\u003Cstrong>How does this relate to Google Ads? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa>’ job is to hit the targets we as advertisers set. Whether it’s a target ROAS, target CPA or to drive as much traffic as possible through a maximise clicks bid strategy. Users and search terms that are most likely to hit those targets are prioritised which is why we often see high ROAS or low CPA when budgets are low. Once we’ve picked the low-hanging fruit, the audience pool expands to lower-intent users and more expensive audiences which is why, incrementally, we see each pound return less revenue. This is where we need to get more creative with reaching relevant audiences and hitting targets. Unfortunately, simply doubling the budget rarely means doubling the revenue, particularly if no changes are made to the campaign.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-we-find-the-sweet-spot\">\u003Cstrong>How do we find the sweet spot?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, how do we find the ‘Goldilocks zone’ regarding diminishing returns? The answer is through testing and experiments. Google allows us to set up experiments, analyse performance and implement what works. By running tests and experiments we can identify new customers through optimise messaging through ad copy tests and improve budget efficiency by reaching the most relevant search terms through keyword experiments. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-copy-tests\">\u003Cstrong>Ad copy tests\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Most brands have a particular tone of voice that is specific to them and their audience, however, is your ad copy alienating or discouraging some people from clicking? Is your promotional discount enticing enough? Does your CTA lack direction? One way we can find out, and grow the pool of potential converters is by testing different styles of ad copy. Below are some ideas of how a monthly subscription service could test copy to uncover which is most likely to drive clicks & conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>For example:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Save 25%\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">One Week Free\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Discover More\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Shop Now\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Valentine’s Delivery Available\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Order By 10th February\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keyword-experiments\">\u003Cstrong>Keyword experiments\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the best ways to grow an account is through broad match (BM) keyword testing. Historically, BM keywords were considered a little risky with the potential to spend lots of budget on largely irrelevant search terms, however, Google has improved its ability to utilise audience signals for more efficient targeting and Broad Match keywords have become more important for campaign growth. \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Choose a campaign that performs well and has sufficient data – the more conversions the better. Steer clear of branded campaigns to start with and go for product type instead,\u003C\u002Fli>\n\n\n\n\u003Cli>Carry out an in-depth SQR – identify any themes or specific keywords to add to a negative keyword list,\u003C\u002Fli>\n\n\n\n\u003Cli>Identify what you want the campaign to achieve i.e. low CPCs & increased conversions,\u003C\u002Fli>\n\n\n\n\u003Cli>Set up your BM experiment through Google Ads experiments, splitting the budget 50:50 between the control campaign and the test,\u003C\u002Fli>\n\n\n\n\u003Cli>Regularly review the experiment paying particular attention to budget pacing, search terms and CvR,\u003C\u002Fli>\n\n\n\n\u003Cli>Once Google has deemed the experiment data as statistically significant, review the campaign performance.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If the campaign has performed well and you are successfully reaching in-market users through new search terms, you can choose to ‘apply’ the experiment, in which case the BM campaign will be a fixture in the account. You could also choose to go a little more granular and pick out the top-performing BM keywords and add these to an existing campaign. If the experiment didn’t have the desired outcome then that is also valuable learning that can be used to set up another experiment, perhaps testing BM keywords on another campaign type.\u003C\u002Fp>\n\n\n\n\u003Cp>Once experiments have been run and results analysed it’s not long before ad fatigue sets in and refreshes and updates are needed. Adopting a test-and-learn strategy is important but being able to continue the cycle is essential. Consistency with a testing roadmap will ensure the growth and efficiency of campaigns, limiting the impacts of diminishing returns and avoiding stagnation of ads.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":94,"protected":147},136,27563,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":153,"_yoast_wpseo_metadesc":154,"inline_featured_image":147,"footnotes":5},"Overcoming diminishing returns in Paid Search Advertising | Impression","Increasing spend may result in paying more per click without those clicks translating into conversions or increased revenue.",[156],40,[],[159],250,[161,92,162,163,164,165,166,167],"post-27543","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[171,172,175,176],{"path":122,"name":123},{"path":173,"name":174},"\u002Fblog\u002F","Blog",{"path":103,"name":104},{"path":131,"name":177},"How to overcome diminishing returns with ad & keyword testing in Paid Search",{"thumbnail":179,"medium":181,"medium_large":183,"large":185,"1536x1536":189,"2048x2048":191,"post-thumbnail":193,"12_col":195,"default_landscape":197,"default_portrait":199,"6_col_and_margin_short":201,"11_col_and_margin":203,"9_col_rectangle":205,"11_col":207,"staff_image_696_600":209,"rectangular_thumbnail":211},{"url":98,"width":180,"height":180},640,{"url":182,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":184,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":186,"width":187,"height":188},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":190,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":192,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":194,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C77%2C2400%2C1522&w=1860",{"url":196,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":198,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":200,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":202,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":204,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":206,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":208,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":210,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":212,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C639%2C2400%2C960&w=750",[214],{"id":149,"path":215,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":216},"\u002Fabout\u002Four-team\u002Fgina-wright\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":217,"photo":220},[218],{"page":219,"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":221},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"Article",[224],{"id":156,"name":104,"path":103},[226,228,230,233,235,238,241,243,245,247,250,253,256,259,262,265,268,270,271,274,276,279],{"property":227,"content":153},"title",{"property":229,"content":154},"description",{"name":231,"content":232},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":135,"content":234},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F",{"name":236,"content":237},"og:locale","en_GB",{"property":239,"content":240},"og:type","article",{"property":242,"content":153},"og:title",{"property":244,"content":154},"og:description",{"property":246,"content":234},"og:url",{"property":248,"content":249},"og:site_name","Impression",{"property":251,"content":252},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":254,"content":255},"article:published_time","2024-03-14T12:20:39+00:00",{"property":257,"content":258},"article:modified_time","2024-03-20T10:20:31+00:00",{"property":260,"content":261},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fopen-graph-ppc-diminishing-returns-2.png?auto=compress%2Cformat&q=90",{"property":263,"content":264},"og:image:width",1200,{"property":266,"content":267},"og:image:height",630,{"property":269,"content":39},"og:image:type",{"property":117,"content":4},{"property":272,"content":273},"twitter:card","summary_large_image",{"property":275,"content":261},"twitter:image",{"property":277,"content":278},"twitter:creator","@impressiontalk",{"property":280,"content":278},"twitter:site",{"@context":282,"@graph":283},"https:\u002F\u002Fschema.org",[284,298,307,311,325,335,401],{"@type":222,"@id":285,"isPartOf":286,"author":287,"headline":93,"datePublished":255,"dateModified":258,"mainEntityOfPage":289,"wordCount":290,"publisher":291,"image":293,"thumbnailUrl":295,"articleSection":296,"inLanguage":297},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#article",{"@id":234},{"name":4,"@id":288},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F32ea2191a51c3c9a42a5578ca0dc4dca",{"@id":234},798,{"@id":292},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":294},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&q=90",[104],"en-GB",{"@type":299,"@id":234,"url":234,"name":153,"isPartOf":300,"primaryImageOfPage":302,"image":303,"thumbnailUrl":295,"datePublished":255,"dateModified":258,"description":154,"breadcrumb":304,"inLanguage":306},"WebPage",{"@id":301},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":294},{"@id":294},{"@id":305},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#breadcrumb","en",{"@type":308,"inLanguage":297,"@id":294,"url":295,"contentUrl":295,"width":309,"height":310},"ImageObject",2400,1600,{"@type":312,"@id":305,"itemListElement":313},"BreadcrumbList",[314,318,321,324],{"@type":315,"position":316,"name":123,"item":317},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":315,"position":319,"name":174,"item":320},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":315,"position":322,"name":104,"item":323},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@type":315,"position":97,"name":93},{"@type":326,"@id":301,"url":317,"name":249,"description":5,"publisher":327,"inLanguage":297,"potentialAction":329},"WebSite",{"@id":328},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":330,"target":331,"query-input":334},"SearchAction",{"@type":332,"urlTemplate":333},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":336,"@id":328,"name":249,"url":317,"logo":337,"image":342,"sameAs":343,"@context":347,"email":348,"foundingDate":349,"legalName":350,"vatID":351,"description":352,"telephone":353,"address":354,"location":361,"areaServed":394},"Organization",{"@type":308,"inLanguage":297,"@id":338,"url":339,"contentUrl":339,"width":340,"height":341,"caption":249},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[344,345,346],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":355,"streetAddress":356,"addressLocality":357,"addressRegion":358,"postalCode":359,"addressCountry":360},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[362,371,383],{"@type":363,"name":364,"geo":365,"address":369,"photo":342,"telephone":370},"Place","Impression Digital - Nottingham",{"@type":366,"latitude":367,"longitude":368},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":355,"streetAddress":356,"addressLocality":357,"addressRegion":358,"postalCode":359,"addressCountry":360},"+44 01158 242 212",{"@type":363,"name":372,"geo":373,"address":376,"photo":381,"telephone":382},"Impression Digital - London",{"@type":366,"latitude":374,"longitude":375},"51.50237208377361","-0.09229841534284115",{"@type":355,"streetAddress":377,"addressLocality":378,"addressRegion":379,"postalCode":380,"addressCountry":360},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":363,"name":384,"geo":385,"address":388},"Impression Digital - New York",{"@type":366,"latitude":386,"longitude":387},"40.726722746949","-74.00527778220652",{"@type":355,"streetAddress":389,"addressLocality":390,"addressRegion":391,"postalCode":392,"addressCountry":393},"160 Varick St","New York","NY","10013","USA",[395,398,400],{"@type":396,"name":397},"Country","Worldwide",{"@type":396,"name":399},"GBR",{"@type":396,"name":393},{"@type":402,"@id":403,"name":4,"image":404,"description":6,"url":136},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F32ea2191a51c3c9a42a5578ca0dc4dca",{"@type":308,"inLanguage":297,"@id":405,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9651de48a900e57c719fb760c0cce7aaf8",{"self":407,"collection":417,"about":420,"author":423,"replies":426,"version-history":429,"predecessor-version":433,"wp:featuredmedia":437,"wp:attachment":440,"wp:term":443,"curies":452},[408],{"href":409,"targetHints":410},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27543",{"allow":411},[412,413,414,415,416],"GET","POST","PUT","PATCH","DELETE",[418],{"href":419},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[421],{"href":422},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[424],{"embeddable":87,"href":425},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F136",[427],{"embeddable":87,"href":428},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=27543",[430],{"count":431,"href":432},14,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27543\u002Frevisions",[434],{"id":435,"href":436},27671,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27543\u002Frevisions\u002F27671",[438],{"embeddable":87,"href":439},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F27563",[441],{"href":442},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=27543",[444,447,450],{"taxonomy":445,"embeddable":87,"href":446},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=27543",{"taxonomy":448,"embeddable":87,"href":449},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=27543",{"taxonomy":117,"embeddable":87,"href":451},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=27543",[453],{"name":454,"href":455,"templated":87},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":457,"date":458,"date_gmt":458,"guid":459,"modified":109,"modified_gmt":109,"slug":461,"status":19,"type":92,"link":108,"title":462,"content":463,"excerpt":465,"author":149,"featured_media":466,"comment_status":20,"ping_status":20,"sticky":147,"template":5,"format":151,"meta":467,"categories":470,"collections":471,"coauthors":472,"class_list":473,"acf":475,"head_links":476,"breadcrumbs":477,"url_path":108,"search_description":469,"featured_image_urls":482,"authors":514,"type_nicename":222,"reading_minutes":110,"category":522,"yoast_title":468,"yoast_meta":524,"yoast_json_ld":551,"_links":602},24261,"2023-08-01T13:02:10",{"rendered":460},"\u002F?p=24261","anatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder",{"rendered":106},{"rendered":464,"protected":147},"\n\u003Cp>Display ads have come a long way from the first PPC banner ad back in 1994, but with a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theatlantic.com\u002Ftechnology\u002Farchive\u002F2017\u002F04\u002Fthe-first-ever-banner-ad-on-the-web\u002F523728\u002F\">CTR of 44%\u003C\u002Fa> should we take inspiration from this example of a simple display campaign? Unfortunately, the answer is no, however, we do have some useful tips on how to make your Google display campaign work as hard as possible.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fthefirstbannerad-1994.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24263\" width=\"617\" height=\"93\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Fundamentally, a display campaign uses visual adverts across third-party websites to encourage targeted users to take a defined action. Internet users are saturated with adverts every time they browse, so being clever with your display campaign is essential for success.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The first step when building a Google display PPC campaign is to define your goal. What do you want the campaign to do and what does success look like?\u003C\u002Fli>\n\n\n\n\u003Cli>Next up is the budget. What is a realistic budget based on the goals you’ve defined for the campaign?\u003C\u002Fli>\n\n\n\n\u003Cli>Then decide who will be the most valuable audience to target. Are you prospecting to increase brand awareness? Do you want to retarget basket abandoners with an offer? Do you want to retarget past purchasers with new products?\u003C\u002Fli>\n\n\n\n\u003Cli>Now to get creative. What should your creative look like? How do you cut through the clutter to get the brand front of mind? \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Once you’ve answered these questions, using the SMART objective acronym will ensure the PPC campaign is specific, measurable, achievable, realistic, and you have a timeframe in place. \u003C\u002Fp>\n\n\n\n\u003Cp>Now you have a basic display campaign, how can you make it work harder?\u003C\u002Fp>\n\n\n\n\u003Cp>A successful Google display campaign relies on communicating the right message to the right user at the right time which is why targeting, creative and placement are key. Thinking of those three fundamentals holistically rather than individually is where we can really push the campaign to be as successful as possible.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#targeting-prospecting-remarketing\">Targeting - Prospecting & Remarketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#creative-messaging\">Creative - Messaging\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#creative-formats\">Creative - Formats\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#placement\">Placement\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"targeting-prospecting-remarketing\">Targeting – Prospecting & Remarketing\u003C\u002Fh2>\n\n\n\n\u003Cp>When it comes to targeting in your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> paid media display campaigns, there are two main types – prospecting and retargeting. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanatony-of-a-google-display-ad-banner-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24266\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Prospecting audiences\u003C\u002Fstrong> are users that have not previously visited your site and may be completely new to the brand. Targeting a prospecting audience is great for getting in front of new users to increase your brand awareness. Using Google’s audience targeting here will ensure the prospecting audience is relevant to the product or service on offer. Google offers different audience segments to suit the nature of your campaign. For a brand awareness prospecting campaign, \u003Cem>affinity segments\u003C\u002Fem> reach users based on their interests and passions; \u003Cem>custom segments\u003C\u002Fem> reach users based on relevant keywords; \u003Cem>in-market\u003C\u002Fem> users reach an audience based on recent purchase intent & URLs and\u003Cem> life events\u003C\u002Fem> if it was relevant to the business, for example, a home insurance business may want to reach the moving homes audience.\u003C\u002Fp>\n\n\n\n\u003Cp>The second type of targeting is \u003Cstrong>remarketing\u003C\u002Fstrong>, which helps reach users that have visited your site before. This can be broken down further to and become specific to reach users that; \u003Cem>visited your site but didn’t convert; visited your site and did convert; visited your site and completed an action but didn’t convert\u003C\u002Fem>, etc. There are lots of possibilities and if your site has robust tracking it’s possible to be very efficient with remarketing. If you want to explore more opportunities that Google Ads targeting offers, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ads-targeting-reaching-your-audience\u002F\">click here\u003C\u002Fa> for an in-depth deep dive.\u003C\u002Fp>\n\n\n\n\u003Cp>Below is a detailed description of the audience segments and when to use each.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>Audience Segment\u003C\u002Ftd>\u003Ctd>Description\u003C\u002Ftd>\u003Ctd>When To Use\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Affinity Segment\u003C\u002Ftd>\u003Ctd>Reach users based on their hobbies, interests, browsing habits & passions\u003C\u002Ftd>\u003Ctd>Good to narrow down the audience pool when running prospecting activity. If the product\u002Fservice is broad test different affinity segments with differing creative messaging to find what resonates. Can be large scale depending on the segment sizes.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Custom Segment\u003C\u002Ftd>\u003Ctd>Use keywords, URLs & apps that are related to the product\u002Fservice on offer\u003C\u002Ftd>\u003Ctd>Useful for prospecting campaigns. The keyword, URL & app selection can be very granular and so the audience will be more specific than affinity segments. Good for more niche products\u002Fservices. The scale will be smaller.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Demographic Targeting\u003C\u002Ftd>\u003Ctd>Reach users based on detailed demographics such as homeownership, education, parental status etc.\u003C\u002Ftd>\u003Ctd>Good to reach a wide audience pool that fits into a particular demographic. Good for broad products\u002Fservices. The scale will be large.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Life Events\u003C\u002Ftd>\u003Ctd>Reach users when they are experiencing a life milestone e.g. buying a house\u003C\u002Ftd>\u003Ctd>Useful to reach users in a particular moment of their life such as buying a house or graduating from university. The audience pool sizes can be mixed and users will be in the pool for a relatively short time.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>In-Market\u003C\u002Ftd>\u003Ctd>Reach users based on recent purchase intent\u003C\u002Ftd>\u003Ctd>Good for reaching users that are lower down the purchase funnel at the consideration stage and are actively looking for a specific product or service.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Your Data\u003C\u002Ftd>\u003Ctd>Reach users based on 1st party data\u003C\u002Ftd>\u003Ctd>Ideal for remarketing campaigns to reach users that have performed a specific action on site\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"creative-messaging\">Creative – Messaging\u003C\u002Fh2>\n\n\n\n\u003Cp>When pushing brand awareness, the creative and messaging need to be \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2018\u002F07\u002F30\u002Fdesign-principles\">eye-catching, informative and memorable\u003C\u002Fa> (for the right reasons!). All imagery must be high-quality and relevant to the business. Messaging should clearly communicate what the product or service is that’s on offer and try to push a brand USP or trust signals – this is particularly important for smaller brands where awareness may be low.\u003C\u002Fp>\n\n\n\n\u003Cp>When it comes to remarketing creative assets there is even more potential to be innovative with creative and messaging based on the audience type you’re targeting. If we’re remarketing to a user we can safely assume they are aware of the brand and product or service on offer so the key here is to be smart with what is being communicated. \u003C\u002Fp>\n\n\n\n\u003Cp>For a site visitor that didn’t take a specific action or complete a specific goal on site, brand name and logo should be visible but a focus on messaging that indicates they’ve visited the site previously adds an element of personalisation. \u003C\u002Fp>\n\n\n\n\u003Cp>For \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbest-add-to-cart-buttons\u002F\">basket abandoners\u003C\u002Fa> we can dial up the personalisation with \u003Cem>‘did you forget something?\u003C\u002Fem>’ messaging and why not add in a discount code or free delivery for a limited time to push the urgency and encourage a sale too.\u003C\u002Fp>\n\n\n\n\u003Cp> When communicating with users that didn’t complete a form submission for a service-based business try to push USPs and trust signals instead, for example, the number of years of industry experience the brand has or the number of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F\">4 & 5-star reviews \u003C\u002Fa>on Trustpilot. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanatony-of-a-google-display-ad-banner-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24267\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"creative-formats\">Creative – Formats\u003C\u002Fh2>\n\n\n\n\u003Cp>There are multiple standard display formats and sizes available through Google, a static PPC \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">display ad\u003C\u002Fa> is a still creative that fits into a specific size ad slot. When running statics, a good rule of thumb is to always have a mixture of sizes running. This not only allows Google to optimise on the best performing but also means missing out on fewer opportunities to reach targeted users – there is only a select amount of display inventory available per webpage and if the size available on the page doesn’t match up with the asset size in the Ads account a potentially high-value impression opportunity will be lost.\u003C\u002Fp>\n\n\n\n\u003Cp>Once a creative bank has been built up, running responsive display ads (RDAs) is a great way of making the campaign work harder. RDAs are made up of a combination of images, videos, headlines, logos and descriptions that Google combines to auto-generate display assets. It’s important that all elements of the RDA work together to ensure each display ad has clear and consistent messaging that suits the brand’s tone of voice. Google will test multiple combinations throughout the campaign and optimise towards the top-performing elements of each to drive performance based on the campaign KPI.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"placement\">Placement\u003C\u002Fh2>\n\n\n\n\u003Cp>Getting the advert placement correct could be the difference between catching a potential customer when they’re in the right frame of mind and generating a conversion or reaching a potential customer whilst they’re busy with a completely unrelated task and losing a conversion opportunity. When prospecting, being contextually relevant with advert placement is key to cutting through the clutter and catching users’ attention, particularly with a prospecting campaign. A running trainer brand reaching a user whilst they’re reading an article on a sports magazine site is more likely to pique a user’s interest compared to reaching a user whilst they’re reading a cake recipe on a food site.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fanatony-of-a-google-display-ad-banner-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24268\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>When remarketing to users ad placement can be a little more broad, whilst still being brand safe, because the users being served the advert will recognise the brand which should mean it’s naturally more eye-catching and cuts through the clutter.\u003C\u002Fp>\n\n\n\n\u003Cp>With any PPC campaign, but particularly display campaigns, running tests is essential for efficacy and growth. Running multiple paid media creatives with different messaging, different logo placements, different colours and different CTAs is great to gather learnings and push the most effective creative to make the campaign work extra hard. And remember, when it comes to testing and learnings no outcome is a bad outcome, if a creative flopped or the messaging didn’t land you know what not to do next time!\u003C\u002Fp>\n\n\n\n\u003Cp>Google display campaigns are a great way to get the right message to the right user at the right time and by considering targeting, creative and placement holistically for each audience, tailoring messaging and running tests you’ve got much more chance of a successful PPC display campaign. Although that 44% CTR might be a bit of a stretch!\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Want to learn how to edit your ads offline? Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-google-ads-editor\u002F\">guide to Google Ads Editor\u003C\u002Fa>. Or, you can learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> services and PPC consulting \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fppc-consultancy\u002F\">services\u003C\u002Fa> \u003C\u002Fp>\n",{"rendered":107,"protected":147},24274,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":468,"_yoast_wpseo_metadesc":469,"inline_featured_image":147,"footnotes":5},"How to make your Google Display Campaigns work harder | Impression","A successful Google display campaign relies on communicating the right message to the right user at the right time, learn how to do this in our blog.",[156],[],[159],[474,92,162,163,164,165,166,167],"post-24261",[],[],[478,479,480,481],{"path":122,"name":123},{"path":173,"name":174},{"path":103,"name":104},{"path":131,"name":106},{"thumbnail":483,"medium":484,"medium_large":486,"large":488,"1536x1536":490,"2048x2048":492,"post-thumbnail":494,"12_col":496,"default_landscape":498,"default_portrait":500,"6_col_and_margin_short":502,"11_col_and_margin":504,"9_col_rectangle":506,"11_col":508,"staff_image_696_600":510,"rectangular_thumbnail":512},{"url":111,"width":180,"height":180},{"url":485,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=149&q=90&w=200",{"url":487,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=572&q=90&w=768",{"url":489,"width":187,"height":188},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":491,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1143&q=90&w=1536",{"url":493,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1524&q=90&w=2048",{"url":495,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":497,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":499,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":501,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":503,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":505,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":507,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":509,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":511,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":513,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[515],{"id":149,"path":215,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":516},{"job_title":10,"full_bio":11,"specialist_service_links":517,"photo":520},[518],{"page":519,"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":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":521},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},[523],{"id":156,"name":104,"path":103},[525,526,527,528,530,531,532,533,534,535,536,537,539,541,543,544,545,546,547,548,549,550],{"property":227,"content":468},{"property":229,"content":469},{"name":231,"content":232},{"property":135,"content":529},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fanatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder\u002F",{"name":236,"content":237},{"property":239,"content":240},{"property":242,"content":468},{"property":244,"content":469},{"property":246,"content":529},{"property":248,"content":249},{"property":251,"content":252},{"property":254,"content":538},"2023-08-01T13:02:10+00:00",{"property":257,"content":540},"2025-02-12T16:18:39+00:00",{"property":260,"content":542},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fopen-graph-anatomy-of-a-google-display-campaign.png?auto=compress%2Cformat&q=90",{"property":263,"content":264},{"property":266,"content":267},{"property":269,"content":39},{"property":117,"content":4},{"property":272,"content":273},{"property":275,"content":542},{"property":277,"content":278},{"property":280,"content":278},{"@context":282,"@graph":552},[553,564,570,572,578,582,600],{"@type":222,"@id":554,"isPartOf":555,"author":556,"headline":106,"datePublished":538,"dateModified":540,"mainEntityOfPage":557,"wordCount":558,"publisher":559,"image":560,"thumbnailUrl":562,"articleSection":563,"inLanguage":297},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fanatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder\u002F#article",{"@id":529},{"name":4,"@id":288},{"@id":529},1639,{"@id":292},{"@id":561},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fanatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002Fbrady-bellini-HDD-Ua12gO4-unsplash.jpg?auto=compress%2Cformat&q=90",[104],{"@type":299,"@id":529,"url":529,"name":468,"isPartOf":565,"primaryImageOfPage":566,"image":567,"thumbnailUrl":562,"datePublished":538,"dateModified":540,"description":469,"breadcrumb":568,"inLanguage":306},{"@id":301},{"@id":561},{"@id":561},{"@id":569},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fanatomy-of-a-google-display-campaign-and-how-to-make-it-work-harder\u002F#breadcrumb",{"@type":308,"inLanguage":297,"@id":561,"url":562,"contentUrl":562,"width":309,"height":571},1786,{"@type":312,"@id":569,"itemListElement":573},[574,575,576,577],{"@type":315,"position":316,"name":123,"item":317},{"@type":315,"position":319,"name":174,"item":320},{"@type":315,"position":322,"name":104,"item":323},{"@type":315,"position":97,"name":106},{"@type":326,"@id":301,"url":317,"name":249,"description":5,"publisher":579,"inLanguage":297,"potentialAction":580},{"@id":328},{"@type":330,"target":581,"query-input":334},{"@type":332,"urlTemplate":333},{"@type":336,"@id":328,"name":249,"url":317,"logo":583,"image":342,"sameAs":584,"@context":347,"email":348,"foundingDate":349,"legalName":350,"vatID":351,"description":352,"telephone":353,"address":585,"location":586,"areaServed":596},{"@type":308,"inLanguage":297,"@id":338,"url":339,"contentUrl":339,"width":340,"height":341,"caption":249},[344,345,346],{"@type":355,"streetAddress":356,"addressLocality":357,"addressRegion":358,"postalCode":359,"addressCountry":360},[587,590,593],{"@type":363,"name":364,"geo":588,"address":589,"photo":342,"telephone":370},{"@type":366,"latitude":367,"longitude":368},{"@type":355,"streetAddress":356,"addressLocality":357,"addressRegion":358,"postalCode":359,"addressCountry":360},{"@type":363,"name":372,"geo":591,"address":592,"photo":381,"telephone":382},{"@type":366,"latitude":374,"longitude":375},{"@type":355,"streetAddress":377,"addressLocality":378,"addressRegion":379,"postalCode":380,"addressCountry":360},{"@type":363,"name":384,"geo":594,"address":595},{"@type":366,"latitude":386,"longitude":387},{"@type":355,"streetAddress":389,"addressLocality":390,"addressRegion":391,"postalCode":392,"addressCountry":393},[597,598,599],{"@type":396,"name":397},{"@type":396,"name":399},{"@type":396,"name":393},{"@type":402,"@id":403,"name":4,"image":601,"description":6,"url":136},{"@type":308,"inLanguage":297,"@id":405,"url":8,"contentUrl":8,"caption":4},{"self":603,"collection":608,"about":610,"author":612,"replies":614,"version-history":617,"predecessor-version":621,"wp:featuredmedia":625,"wp:attachment":628,"wp:term":631,"curies":638},[604],{"href":605,"targetHints":606},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24261",{"allow":607},[412,413,414,415,416],[609],{"href":419},[611],{"href":422},[613],{"embeddable":87,"href":425},[615],{"embeddable":87,"href":616},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=24261",[618],{"count":619,"href":620},6,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24261\u002Frevisions",[622],{"id":623,"href":624},31933,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24261\u002Frevisions\u002F31933",[626],{"embeddable":87,"href":627},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F24274",[629],{"href":630},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=24261",[632,634,636],{"taxonomy":445,"embeddable":87,"href":633},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=24261",{"taxonomy":448,"embeddable":87,"href":635},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=24261",{"taxonomy":117,"embeddable":87,"href":637},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=24261",[639],{"name":454,"href":455,"templated":87},{"title":641,"script":642,"meta":654,"link":667},"Gina Wright | Senior Paid Media Strategist | Impression",[643],{"type":644,"key":645,"innerHTML":646},"application\u002Fld+json","yoast-json-ld",{"@context":282,"@graph":647},[648,651],{"@id":403,"@type":402,"name":4,"url":-1,"sameAs":-1,"image":649,"description":6,"jobTitle":10,"knowsAbout":18,"hasCredential":5,"gender":5,"worksFor":650},{"@type":308,"inLanguage":297,"@id":405,"url":8,"contentUrl":8,"caption":4},{"@id":328},{"@type":336,"@id":328,"name":249,"url":317,"logo":652,"image":342,"sameAs":653,"@context":347,"email":348,"foundingDate":349,"legalName":350,"vatID":351,"description":352,"telephone":353},{"@type":308,"inLanguage":297,"@id":338,"url":339,"contentUrl":339,"width":340,"height":341,"caption":249},[344,345,346],[655,656,657,659,660,662,663,665,666],{"name":231,"content":232},{"property":236,"content":297},{"property":239,"content":658},"profile",{"property":242,"content":641},{"property":246,"content":661},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fgina-wright\u002F",{"property":248,"content":249},{"property":260,"content":664},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":272,"content":273},{"name":280,"content":278},[]]