[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fgreg-holland\u002Fpage\u002F3":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":141,"head_links":144,"breadcrumbs":129,"posts":148,"pages":124,"head":617},"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":125},"\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. I’m also usually up for a drink and love a good beer.\u003C\u002Fp>\n","Associate Director - Strategy",[13,30],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 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15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":25,"date":48,"modified":48,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},24287,"Greg-Holland-NEW","Greg-Holland-NEW.png",356302,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&q=90","\u002Fgreg-holland-new\u002F","12","greg-holland-new","inherit","2023-08-02 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Holland’s posts",{"data":100,"pages":124},[101,113],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":5,"authors":108,"category":111},"post","Search Leeds 2018 – AdWords Script Automation and the Pitfalls to Avoid – Anu Adegbola","\u003Cp>“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 […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-2018-adwords-script-automation-pitfalls-avoid-anu-adegbola\u002F","2022-02-07T16:48:29",3,[109],{"name":4,"image":110},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":102,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":5,"authors":119,"category":121},"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,[120],{"name":4,"image":110},{"to":122,"name":123},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO","3",{"type":126,"style":127,"title":128,"heading":4,"intro":10,"services":12,"breadcrumbs":129,"photo":56,"social":141},"author","dark","Meet the Team",[130,133,136,139],{"path":131,"name":132},"\u002F","Home",{"path":134,"name":135},"\u002Fabout\u002F","About Us",{"path":137,"name":138},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":140,"name":4},null,{"twitter":142,"linkedin":143},"https:\u002F\u002Ftwitter.com\u002FGregPPC","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fgreg-holland-137bb614a\u002F",[145],{"rel":146,"href":147},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fgreg-holland\u002F",[149,446],{"id":150,"date":151,"date_gmt":151,"guid":152,"modified":106,"modified_gmt":106,"slug":154,"status":19,"type":102,"link":105,"title":155,"content":156,"excerpt":159,"author":160,"featured_media":25,"comment_status":20,"ping_status":20,"sticky":158,"template":5,"format":161,"meta":162,"categories":163,"collections":165,"coauthors":170,"class_list":172,"acf":180,"head_links":181,"breadcrumbs":182,"url_path":105,"search_description":189,"featured_image_urls":190,"authors":210,"type_nicename":221,"reading_minutes":107,"category":222,"yoast_title":224,"yoast_meta":225,"yoast_json_ld":276,"_links":400},3883,"2018-06-15T13:33:49",{"rendered":153},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsearch-leeds-2018-adwords-script-automation-pitfalls-avoid-anu-adegbola\u002F","search-leeds-2018-adwords-script-automation-pitfalls-avoid-anu-adegbola",{"rendered":103},{"rendered":157,"protected":158},"\u003Cp>\u003Cspan 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",false,{"rendered":104,"protected":158},28,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":158,"footnotes":5},[164],40,[166],{"id":167,"name":168,"path":169},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[171],106,[173,102,174,175,176,177,178,179],"post-3883","type-post","status-publish","format-standard","hentry","category-ppc","collections-search-leeds",[],[],[183,184,187,188],{"path":131,"name":132},{"path":185,"name":186},"\u002Fblog\u002F","Blog",{"path":112,"name":18},{"path":140,"name":103},"“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. 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\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. 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