[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fgreg-holland":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":159,"head_links":162,"breadcrumbs":147,"posts":166,"pages":142,"head":997},"Greg Holland","","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":143},"\u003Cp>Associate Director – Strategy. Joined Impression in August 2017.\u003C\u002Fp>\n\u003Cp>I joined Impression straight from University where I studied Economics. Coming straight from an Economics degree helped me fit right into the world of PPC and gave me the ability to spot the potential for growth and create strategies to achieve said growth in accounts both big and small.\u003C\u002Fp>\n\u003Cp>Day to day I focus on managing my team, delivering clients’ strategies and I also get involved in pitching. I specialise in data analysis tools like Supermetics, creating templates and automating processes for the wider team to use in everyday account management and in their own data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’m proud of completing the Pokedex when I was younger, my extensive collection of duck ornaments and landing a job at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing music, going to gigs, watching something at the cinema and nerding out over some chunky board games. 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Scripts provide a programmatic control to your AdWords […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-2018-adwords-script-automation-pitfalls-avoid-anu-adegbola\u002F","2022-02-07T16:48:29",[129],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":5,"authors":137,"category":139},"Faster & Smarter: Moving From Manual To Automated SEM Campaign Management – SMX London 2018","\u003Cp>A two-part seminar on automation in paid search; Optmyzer’s Frederick Vallaeys and Adalysis’ Brad Geddes outline the importance of automation in PPC, and how human work can work in tandem and support this rapidly growing aspect of PPC. Frederick kicked off the session by asking the ever-important question: Why do we need to automate? To […]\u003C\u002Fp>\n","\u002Fblog\u002Ffaster-smarter-moving-manual-automated-sem-campaign-management-smx-london-2018\u002F","2025-07-14T08:10:31",5,[138],{"name":4,"image":110},{"to":140,"name":141},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO","1",{"type":144,"style":145,"title":146,"heading":4,"intro":10,"services":12,"breadcrumbs":147,"photo":56,"social":159},"author","dark","Meet the Team",[148,151,154,157],{"path":149,"name":150},"\u002F","Home",{"path":152,"name":153},"\u002Fabout\u002F","About Us",{"path":155,"name":156},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":158,"name":4},null,{"twitter":160,"linkedin":161},"https:\u002F\u002Ftwitter.com\u002FGregPPC","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fgreg-holland-137bb614a\u002F",[163],{"rel":164,"href":165},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fgreg-holland\u002F",[167,471,662,830],{"id":168,"date":169,"date_gmt":169,"guid":170,"modified":106,"modified_gmt":106,"slug":172,"status":19,"type":102,"link":105,"title":173,"content":174,"excerpt":177,"author":178,"featured_media":25,"comment_status":179,"ping_status":20,"sticky":176,"template":5,"format":180,"meta":181,"categories":182,"collections":184,"coauthors":189,"class_list":191,"acf":199,"head_links":200,"breadcrumbs":201,"url_path":105,"search_description":208,"featured_image_urls":209,"authors":229,"type_nicename":240,"reading_minutes":107,"category":241,"yoast_title":243,"yoast_meta":244,"yoast_json_ld":295,"_links":425},4362,"2019-04-14T21:45:02",{"rendered":171},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbrighton-seo-tanesha-stafford-land-grab-how-to-win-business-from-your-competitors-with-google-ppc\u002F","brighton-seo-tanesha-stafford-land-grab-how-to-win-business-from-your-competitors-with-google-ppc",{"rendered":103},{"rendered":175,"protected":176},"\u003Cp>Google Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. Fortunately, there are ways to get ahead of competitors – Tanesha Stafford gives us 5 tips to take a bigger chunk of the market share.\u003C\u002Fp>\n\u003Ch3 id=\"skags\">\u003Cspan>SKAGs\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>For those not familiar, SKAGs, or Single Keyword Ad Groups, are a popular method to ensure that our ads are as relevant to the users query as possible – target one keyword, and write the most relevant ad copy and send the user to the most relevant page possible. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By doing this, advertisers are able to give the user exactly what they’re searching for – users are selfish, and we demand to be shown what we need to be shown, rather than trawling through sites to find relevant content. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Eg. let’s take a search for strapless dresses. Below are 2 ads shown for the search, one targeting dresses as a keyword, and one using the aforementioned SKAG structure. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4363\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXiwxUFxk-Screenshot-2019-04-12-at-11.02.39.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"701\" height=\"284\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The second ad takes us to a landing page featuring all dresses, the first to Strapless Dresses, relevant to the search. It’s obvious which campaign is using SKAGs, and we’d expect to see higher conversion rates from this too. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"location\">Location\u003C\u002Fh3>\n\u003Cp>80% of users use mobiles inside stores to find reviews, competitor prices etc. As PPCers, we can use this to our advantage. By looking at competitor locations eg. by going through their site and finding depot\u002Fstore\u002Fbranch locations, we can then explicitly target these in our own campaigns.\u003C\u002Fp>\n\u003Cp>Using these to our advantage, we can show ads for users searching within one of these locations, offering users a better deal with our own product.\u003C\u002Fp>\n\u003Cp>Look at locations from a competitors website eg. dealerships, and use that as radius targeting for our advertising. We can show them a better deal.\u003C\u002Fp>\n\u003Ch3 id=\"audiences\">Audiences\u003C\u002Fh3>\n\u003Cp>\u003Cspan>I’m sure we’re all familiar with using Retargeting audiences in our Search and Display campaigns. However, there are options that can help leverage ads that use user interests when they haven’t visited your site too. In-market audiences allow us to target pre-defined categories as put together by Google. As well as this, if in-market audiences don’t provide enough coverage for users interested in competitors, we can utilise Custom Intent audiences, entering our own keywords and competitor URLs for Google to define ad placements by. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>We can now target our ads to users interested in these competitors, providing an opportunity to steal some of the market share. eg. Car Brand audiences – by targeting relevant car dealerships eg. Vauxhall, we will be eligible to show our ad to customers still in their consideration buying phase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"naughty-keywords\">“Naughty keywords”\u003C\u002Fh3>\n\u003Cp>Not that kind. By being a bit cheeky with our keyword targeting, we can help show our ads to users unhappy with a product, looking for a deal on a brands product and so on. Examples of this include “cancel it” keywords – users looking to cancel subscriptions, memberships etc. are obviously unhappy with whatever service is being provided, creating an opportunity for you to present your service as the better alternative.\u003C\u002Fp>\n\u003Cp>Another example of this is users looking for deals, discount codes or money off a brands product, again providing space to promote your own brand’s deals.\u003C\u002Fp>\n\u003Ch3 id=\"be-a-sneak\">Be a sneak\u003C\u002Fh3>\n\u003Cp>As well as using various tools such as SEMrush to see what competitors are bidding on, we can also work out competitor’s ad schedules. In the likely event of not having an unlimited budget, we can use this information to our advantage. Find times when their ad isn’t appearing, or when a competitor’s budget usually runs out by, and build campaigns for this. This way, it’s possible to dominate the market space even with an under budget campaign.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>And tha’s about it, 5 tips to steal ad space from your competitors, simple!\u003C\u002Fp>\n",false,{"rendered":104,"protected":176},28,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":176,"footnotes":5},[183],40,[185],{"id":186,"name":187,"path":188},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[190],106,[192,102,193,194,195,196,197,198],"post-4362","type-post","status-publish","format-standard","hentry","category-ppc","collections-brighton-seo",[],[],[202,203,206,207],{"path":149,"name":150},{"path":204,"name":205},"\u002Fblog\u002F","Blog",{"path":112,"name":18},{"path":158,"name":103},"Google Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. 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Erin Sagin, Google’s Global SMB Solutions Go To Market Lead, has highlighted how mobile search volume has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2015\u002F09\u002F24\u002Fmobile-ppc-charts\">overtaken desktop\u003C\u002Fa>, where creating a strong mobile PPC strategy can be essential for driving leads and conversions. But what happens if you have a strong mobile strategy, and your data is saying mobile traffic is expensive with few conversions?\u003C\u002Fp>\n\u003Cp>Don’t panic! Businesses need to understand the role of mobile in a users’ journey to secure a lead or goal. Although it may look like mobile is costing you big money for small returns it may be that mobile is simply acting as the first (vital) touch point for your audience. Now is not the time to dismiss low mobile conversion rates and punish mobile with harsh bid adjustments, it’s the time to explore how a cross-device strategy can lead to more conversions in comparison to a solo approach.\u003C\u002Fp>\n\u003Ch2 id=\"cross-device-attribution-modelling-trust-me-its-more-awesome-than-it-sounds\">Cross-device attribution modelling (trust me, it’s more awesome than it sounds!)\u003C\u002Fh2>\n\u003Cp>We’re used to planning the customer’s journey through various marketing funnels, but how do devices feature in this? Let’s take a look at the model below (note the projected device importance to the right) and see where devices can work together to create conversions:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3979\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FJzWXEVbL-attribution-modelling-1.png?auto=compress%2Cformat&q=90\" alt=\"attribution modelling\" width=\"624\" height=\"260\" \u002F>\u003C\u002Fp>\n\u003Ch3 id=\"explore\">Explore\u003C\u002Fh3>\n\u003Cp>Whilst you still have the same ad visibility on mobile (two 30 character headings, an 80 character description, plus all your normal links and extensions), there are some important features of mobile to consider.\u003C\u002Fp>\n\u003Cp>Mobile is often used for quick queries where users may not be interested in a long research experience. A quick explore of some preliminary possibilities or a speedy search for an answer may be all the user is after. Google now displays up to three ads on any SERP, and on a mobile screen this often requires a full scroll to get past. This makes mobile ads part of some prime search real estate that you need to target. Being part of the ‘explore’ starting stage opens you up to a much larger section of the market, and will help build brand awareness that may be crucial for later brand recognition. Whilst the ‘explore’ stage can occur on desktop, the ease of searching quickly, remotely and conveniently on a mobile device makes these searches far more likely to occur on mobile.\u003C\u002Fp>\n\u003Cp>Let’s look at an example: someone’s starting to get prepared for their upcoming prom night. Everyone’s talking about what they’re going to wear but our user has few ideas. This may spark their initial search to explore, e.g. ‘prom dress trends’. This will spark a multitude of results, but your user just wants a quick look before they get to school that morning. They have a quick explore in the car to pass the time, and then bigger things crowd their day.\u003C\u002Fp>\n\u003Cp>This is the perfect opportunity to get your brand in front of your future customer. They don’t have the time or the inclination right now to boot up the desktop, but they are interested to explore what’s on offer. If you’re not on their mobile, you’ve missed a golden opportunity to let them immediately explore your brand at their convenience.\u003C\u002Fp>\n\u003Cp>Okay, I know what you’re thinking, this has not resulted in a conversion. HOWEVER, this will have increased brand awareness, which can be vital for the next stage of the funnel: consideration.\u003C\u002Fp>\n\u003Ch3 id=\"consider\">Consider\u003C\u002Fh3>\n\u003Cp>After having a quick explore on mobile, a user may decide to pursue their search interest a little deeper – whether that’s to find more information, compare brands and prices, or explore related opportunities. This means they may transfer from mobile to desktop. A larger screen can often make the consideration process quicker and more efficient. Users can click across tabs, see many more large images at once and will have often decided to spend time on this activity (it’s less likely that a user will search like this when they are preoccupied), so quick convenience at a moment’s notice is less important.\u003C\u002Fp>\n\u003Cp>Furthermore, by using an N-Gram analysis, we can see the journey of search intent along with your customer’s journey to buy from your brand. Short searches on mobile can often spark longer-tail queries on desktop, where you need to be visible at both stages, on both devices.\u003C\u002Fp>\n\u003Cp>Going back to our prom night example, our user has decided from their initial ‘explore’ that they’d like a ‘halter neck green dress’. If your brand is amongst your competitors on desktop, but you were the only one that appeared on mobile, you are bound to stand out as the friendly face amongst a sea of unknown, potentially time-wasting possibilities.\u003C\u002Fp>\n\u003Cp>It’s also important to bear in mind that your user may still have your website open on their mobile when they go back to their internet app, giving them a second dose of exposure to your brand, where the user may then decide to consider your products in more detail in a moment where they have more time to concentrate on your selections.\u003C\u002Fp>\n\u003Ch3 id=\"convert\">Convert\u003C\u002Fh3>\n\u003Cp>From a spark on mobile, to a longer search on desktop, to finally a desktop conversion. This is a frequent journey for many users. It’s essential to remember the importance of mobile in creating that initial awareness that helps to make you so much more appealing on desktop.\u003C\u002Fp>\n\u003Cp>You’re so much less likely to be in the running if they’ve not come across you on their initial or more in-depth searches.\u003C\u002Fp>\n\u003Cp>At the final stage of our prom night example, our user has decided to buy their dress from your brand. They’re delighted, and you get your conversion! By exploring briefly on mobile, considering their choices across mobile and desktop, to finally purchasing on desktop, our devices have worked together to secure the conversion.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-survive\">How to survive?\u003C\u002Fh2>\n\u003Cp>When looking at your bid adjustments, try not to be too quick to make aggressive changes. Monitor the situation to see how mobile impacts other metrics. The difficulty with this grey area is not knowing what directly impacts conversion increases, however, we can track the user journey across devices.\u003C\u002Fp>\n\u003Cp>This can be done through Google Analytics or AdWords. Since we’re looking at mobile ads, I’m gonna use AdWords to show you how to check where your leads are being pulled from when devices work together.\u003C\u002Fp>\n\u003Cp>Firstly, to see how your conversions are a result of users’ experiences with multiple devices, select the ‘Tools’ tab in AdWords. Then click the ‘Cross-Device Activity’ drop-down menu on the left- hand side and select ‘Devices’.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3980\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FscHVHjNC-croos-device-activity.png?auto=compress%2Cformat&q=90\" alt=\"cross device activity\" width=\"533\" height=\"172\" \u002F>\u003C\u002Fp>\n\u003Cp>Below shows the sort of table that will come up (provided your ads are visible across devices). Here we can see what was used to interact with an ad (e.g. click on it), and on what device that click contributed to a conversion. Here we can see that mobile created the most ad interactions, but is only attributed as responsible for 26% of conversions. This clearly shows how mobile can be a crucial step along an eventual desktop conversion, where 57% of all desktop conversions only occurred after an interaction on mobile.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3981\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCp0U2YPq-device-conversions.png?auto=compress%2Cformat&q=90\" alt=\"device conversions\" width=\"642\" height=\"156\" \u002F>\u003C\u002Fp>\n\u003Cp>If we then look at ‘Assisting Devices’, at first glance mobile again may seem to underperform in comparison to desktop. When looking at the ‘Last Click Conversions’, desktop appears to be responsible for over 30% more conversions than mobile. However, if we look at ‘Click-Assisted Conversions’, we can see mobile was involved in 14% more ad interactions (clicks) along user conversion journeys compared to desktop. This demonstrates that mobile is likely to contribute to users’ journeys in the vital beginning stages of the conversion funnel – when they are just exploring and considering – which ultimately leads to conversions.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3982\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6I9kdDGV-assisted-conversions.png?auto=compress%2Cformat&q=90\" alt=\"assisted conversions\" width=\"624\" height=\"143\" \u002F>\u003C\u002Fp>\n\u003Cp>Finally, to see the full impact of mobile, we can track the cross-device journey of the user by clicking on ‘Device Path’. Here it is clear to see the where users have seen and interacted with your ad before converting. This can include when a user has interacted, gone away and interacted again on the same device or a different one. In the example below, Mobile > Desktop is responsible for more than double the number of conversions in comparison to Mobile > Mobile and Desktop > Desktop.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3983\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fh64jB3Gf-cross-device-conversions.png?auto=compress%2Cformat&q=90\" alt=\"cross device conversions\" width=\"617\" height=\"169\" \u002F>\u003C\u002Fp>\n\u003Cp>This shows us the importance of users seeing and interacting with ads on mobile and then choosing to convert on desktop. If we were to aggressively adjust mobile bids based on ‘Last Click Conversions’ alone, we would potentially miss out on a large volume of conversions on desktop driven by mobile.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>So, to sum up:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>> Don’t dismiss mobile: it’s valuable across the whole conversion funnel (but especially in the initial stages when users are exploring and considering).\u003C\u002Fp>\n\u003Cp>> Don’t give all the credit to the last-click: conversions are often a joint effort, that can frequently start on mobile.\u003C\u002Fp>\n\u003Cp>> Make sure you’re using smart tracking: don’t get lazy with what metrics you base your decisions on – you could be missing vital data that could be producing success in other areas.\u003C\u002Fp>\n\u003Cp>Finally, remember the real person on the other side of the screen. Make sure your ads are convenient for them to find, and that you’re there every step of the way, no matter what device they want to use. To win the best conversion rates, your devices are at their best when working as a team.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>This guide was written by Bethany Angella, a digital marketing analyst at Impression and English graduate from the University of Nottingham. Check out her website at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bethscleft.com\">https:\u002F\u002Fwww.bethscleft.com\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n",{"rendered":115,"protected":176},8070,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":176,"footnotes":5},[183],[],[190],[487,102,193,194,195,488,196,197],"post-3978","has-post-thumbnail",[],[],[492,493,494,495],{"path":149,"name":150},{"path":204,"name":205},{"path":112,"name":18},{"path":158,"name":114},"Mobile is taking digital marketing by storm – we need to adapt if we want to survive. Erin Sagin, Google’s Global SMB Solutions Go To Market Lead, has highlighted how mobile search volume has overtaken desktop, where creating a strong mobile PPC strategy can be essential for driving leads and conversions. But what happens if 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height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},[540],{"id":183,"name":18,"path":112},"Cross-Device 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style=\"font-weight: 400;\">“I choose a lazy person to do a hard job because a lazy person will find an easy way to do it” – Bill Gates\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Anu Adegbola finished the 3rd session of Search Leeds with some insight into which scripts to use to optimise your AdWords accounts. Scripts provide a programmatic control to your AdWords data, and can provide solutions to many common problems faced in Paid Search campaigns. Anu looked at 4 common problems and which scripts can be used to help overcome them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Problem 1: Campaign Management\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The problem: We want to consistently keep track of quality score over time with the ability to look at historical quality score, taking impressions into account and what weighted quality score is dependent on impression volume. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The solution: A free quality score management script is available \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ppc-epiphany.com\u002F2016\u002F03\u002F11\u002Fintroducing-the-quality-score-tracker-v3-0\u002F\">online\u003C\u002Fa>. This script shows the frequency of different quality scores in the account, as well as the average account quality score and impression-weighted quality score. Additionally, the graph shows how the frequencies have changed, as well as a graph to show how the average quality score has changed over time. If you need to, its possible to look at individual keywords too, to determine how particularly important keywords have performed historically, as well as being able to edit the scripts settings to skip single word keywords too. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3884\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FQh6EVoWD-Screen-Shot-2018-06-15-at-14.18.25.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"358\" height=\"154\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cb>Problem 2: Competitive Analysis\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The problem: In preparation for a weekly call, you see that CPC has been higher than usual. We want to see how this has changed and what could have caused the change with a graph.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The solution: The auction insight script. This is another free AdWords script, this time from Brainlabs, that’s available \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fauction-insights-3-final-script-287148\">online\u003C\u002Fa>. By importing a campaign or accounts into Google Sheets with this script pasted in, it’s possible to see how the client’s impression share, average position, top of page share and more have changed over time within a given date range when compared with the client’s competitors. This is a useful script to keep an eye on the competition, which could be the root of those ever-rising CPC’s your client might be suffering from. Further, the script’s settings can be edited so that we can filter out any competitors that we don’t want to see, be it for irrelevance or for other reasons. New settings in this script also allow auction insights across device, enabling analysis on a more granular level.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3885\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FtjnmTsUV-Screen-Shot-2018-06-15-at-14.26.39.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"480\" height=\"227\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cb>Problem 3: Bidding\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The problem: A client has some good deals running in certain areas of the country and wants bids automatically adjusted in those areas.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The solution: A bespoke geo-targeting bid modifier script created by Google. This script requires 2 short steps to set it up, one being that campaigns need to be labelled in order for the script to work, and a Google Doc needs to be created with the desired bid adjustments and their corresponding location. Once the script was run, Anu found a 20% increase in conversion rate for the locations with deals in, thanks to their respective positive bid adjustments. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Problem 4: Ad copy management\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The problem: Wanting to create a sense of urgency by letting searchers know how long they’ve got to purchase the product. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The solution: An inbuilt script from Google; adding dynamic countdowns to ad copy. This creates a sense of urgency as the countdown gets closer, with users worried that they’ll miss whatever promotion the countdown timer is signalling. When ran, Anu found a 26% increase in conversion rate when compared with the same promotion being ran previously with no countdown timers. HOWEVER, it’s important to remember to pause the ads when the countdown reaches 0!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cb>Key Takeaways: \u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Pros of scripts: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Automation made easy\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Additional insights – can look at extra layers which Google doesn’t make immediately available eg. historical quality socre\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Custom solutions\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Cons of scripts :\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It can sometimes be difficult to figure out how to fix errors in scripts without some kind of knowledge of coding\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Time\u002Fprocess limit – Scripts can only be ran for 30 minutes so huge, date-rich accounts may not be compatible with some scripts due to the time it would take for the script to run.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n",{"rendered":125,"protected":176},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":176,"footnotes":5},[183],[675],{"id":676,"name":677,"path":678},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[190],[681,102,193,194,195,196,197,682],"post-3883","collections-search-leeds",[],[],[686,687,688,689],{"path":149,"name":150},{"path":204,"name":205},{"path":112,"name":18},{"path":158,"name":124},"“I choose a lazy person to do a hard job because a lazy person will find an easy way to do it” – Bill Gates Anu Adegbola finished the 3rd session of Search Leeds with some insight into which scripts to use to optimise your AdWords accounts. Scripts provide a programmatic control to your AdWords 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style=\"font-weight: 400;\">A two-part seminar on automation in paid search; Optmyzer’s Frederick Vallaeys and Adalysis’ Brad Geddes outline the importance of automation in PPC, and how human work can work in tandem and support this rapidly growing aspect of PPC.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Frederick kicked off the session by asking the ever-important question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Why do we need to automate\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">? \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>To keep up with your competitors: \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Automation frees up time to do more strategic work. It allows companies and individuals to scale up and manage more accounts per person, leaving more space for growth.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>To change the rules of AdWords: \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Sometimes, Google drops a big game changer eg. Google now allows campaigns to spend up to double of their daily budget based on past trends; this might be great for the big spenders, but for SME’s with a limited budget, this can be detrimental. Automation can put you back in charge – A simple script can automatically stop any campaigns after they’ve spent what you intended them to, and re-enable them the next day.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For these reasons, we need to embrace automation and learn to work alongside it, as \u003C\u002Fspan>\u003Cb>AI innovations are accelerating – \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">We can’t expect to be given a living for doing something a computer could do, better. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This leads to a second question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">What roles will we play?\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cb>Prevent automation from going wrong.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> There are scripts and tools for monitoring accounts, for example, the anomaly detection script, which allows us to change sensitivities and aspects of the campaign to check. Another example is the broken link checker, which detects 404 errors on landing pages. Our role is to monitor these, making changes ourselves when the account fails to run itself, with help from automated alerts.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli>\u003Cb>Improve results by adding human judgement\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">: An example of this in action is the query management script. This reviews search terms and automatically adds them as targeted keywords if it’s a top performer. However, a search term with fantastic metrics could be added as a keyword, but this includes your competitors brand. The term performs well for the competitor but will perform very differently for your company. \u003C\u002Fspan>\u003Cb>Automation saves time finding opportunities, human judgement prevents blow-ups.\u003C\u002Fb>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"list-style-type: none;\">\u003C\u002Fli>\n\u003Cli>\u003Cb>Train your own Machine Learning model: \u003Cspan style=\"font-weight: 400;\">Improve results by leveraging better data, perhaps even your own data. For example, mixing automated CPA bidding strategies with your own margin data provides Google with more metrics to work with, giving the AI a better chance to succeed. \u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli>\u003Cb>Solve problems a different way\u003Cspan style=\"font-weight: 400;\">: For example, a script that chooses which ad is better might just turn the ad off, based purely on data. But what if the reason it isn’t performing well is that there was an error in it, like an incorrect year or offer in the headline? The reason for underperformance may be a lot more obvious to human eyes.\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003Cli>Decide what to automate:\u003Cspan style=\"font-weight: 400;\"> Things you do often and take a lot of time. Eg. bid management, budget updates, ad testing, how long and how frequent does it take\u002Fdo we do them? Prioritising areas of automation can be very important to your PPC strategy.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"list-style-type: none;\">\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Automate the tasks where steps are well defined: can you write it down as a system? For example, low impression share & low CPA = automated rule to raise bids\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Break down complex tasks into automatable parts. Eg. ad testing and writing new ad copy: 1) automate to find the losers of split tests and turn the ads off 2) automate to find the winners and use them as the base 3) automate to find the best CTA 4) The human touch: combine CTA’s with new ads\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brad Geddes then took to the stage to further explain the role of humans in a machine-dominated world. He outlined three levels of automation: Manual, Computer Assistance and Full Automation. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The advantages of doing everything manually: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Amazing amounts of control\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Creativity\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Human Intuition\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whereas, the disadvantages are simply that this entails more, often boring, work. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Outlined below are a few examples of manual work having an advantage over automation: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">If an ad was displaying an out of date offer, a computer might not stop running it, but as humans, we have prior knowledge of what will and won’t work, and if there’s no data for the computer to work with, it can’t do anything. Obviously, an out of date ad won’t drive large numbers of sales. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Manual work can avoid what is known as “Automation danger.” For example, delays in conversion tracking, broken GA code and website downtimes could add a vital keyword like a Brand as a negative keyword through automation. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">“Alert danger” can also be avoided. Automation might give a lot of alerts that don’t mean anything particularly important, so we may delete them without looking at them. Here, automation is giving ourselves more work\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">So when should we think about automation? The answer was simple: Can we flowchart it and be happy with every single decision? If so, do it. For example, its possible to see what the outcomes of automated bid adjustments will be, so these should be automated. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brad moved on to asking how automation will affect our jobs: \u003C\u002Fspan>\u003Cb>Automation creates or shifts job responsibilities\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – jobs are lost but more new jobs are created. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, the rise of the bank teller: When ATMs became popular, bank branches needed fewer employees due to the automation of withdrawals and deposits, but as it became cheaper to operate banks as a result and everyday tasks become less time-consuming for consumers, they had more intelligent questions to ask, so more banks opened as a result. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We can apply this to Paid Advertising, too. Market research, sales orders and stat assistants will be made redundant if their jobs don’t evolve into someone who interprets research, stats or provides sales strategy. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The session ended with the question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Who wins?\u003C\u002Fspan>\u003C\u002Fi> \u003Cspan style=\"font-weight: 400;\">If the tasks included only creativity, strategy, storytelling, empathy, then humans. If it includes only repeatable data, stats, and pattern recognition, then computers win. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A combination of the two, or “Computer Assistance,” is vital to ensure that marketing campaigns can be run effectively, whilst being given the chance to grow whilst keeping an eye out for those mistakes which can be detrimental.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":133,"protected":176},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":176,"footnotes":5},[333],[],[190],[845,102,193,194,195,196,846],"post-3851","category-seo",[],[],[850,851,852,853],{"path":149,"name":150},{"path":204,"name":205},{"path":140,"name":141},{"path":158,"name":854},"Faster & Smarter: Moving From Manual To Automated SEM Campaign Management – SMX London 2018","A two-part seminar on automation in paid search; Optmyzer’s Frederick Vallaeys and Adalysis’ Brad Geddes outline the importance of automation in PPC, and how human work can work in tandem and support this rapidly growing aspect of PPC. 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