[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fliam-wade":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":202,"head_links":205,"breadcrumbs":190,"posts":209,"pages":185,"head":1554},"Liam Wade","","Chief Strategy Officer\r\n\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@ImpressionTalk\u003C\u002Fa>. Obsessive about performance marketing. In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FDigital_Liam\">@Digital_Liam\u003C\u002Fa>",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_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":52,"page_content_modules":107,"hero":186},"\u003Cp>Chief Strategy Officer.\u003C\u002Fp>\n\u003Cp>I’m a competitive marketer and agency leader, with a proven track record for innovative marketing that outperforms the market. I am relentless in my pursuit for best-in-class performance marketing, with experience across the full marketing spectrum.\u003C\u002Fp>\n\u003Cp>I get to work with awesome clients, with some of the smartest marketers on the planet and have fun at the same time! Curating a world-class digital marketing offering by nurturing extremely talented teams and encouraging a creative, data-driven approach to marketing.\u003C\u002Fp>\n\u003Cp dir=\"ltr\">\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nHow the whole performance team at Impression challenges best practice – every single day.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to create intricate structures out of hydrated potatoes.\u003C\u002Fp>\n","Chief Strategy Officer",[13,31,40],{"page":14,"link_text":30},{"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},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F","Digital Marketing",{"page":32,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"page":41,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2025-03-13 14:47:54",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Measurement",{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":68},16529,"Liam-Wade_New","Liam-Wade_New.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90","\u002Fliam-wade_new\u002F","12","liam-wade_new","inherit","2022-04-07 15:46:33","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[108],{"acf_fc_layout":109,"reduced":110,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":111,"posts":112},"author_posts",true,"Liam Wade’s posts",{"data":113,"pages":185},[114,127,139,151,163,175],{"type_key":115,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":125},"post","The hidden cost of best practice in performance marketing","\u003Cp>Why is it that every year, a small group of brands keep growing through paid media advertising, while the majority hit a plateau? We’ve helped hundreds of brands to outperform in their market, and there is a repeatable behaviour behind the brands that succeed. And it runs counter to the advice we’ve all grown used […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F","2026-02-04T17:13:32",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":124},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":126,"name":30},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":115,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":120,"image":132,"authors":133,"category":138},"The Automation Advantage: Streamlining the Doing to Do More Thinking [Video]","\u003Cp>With activation becoming increasingly automated, how do performance marketers stay ahead? In this video, join Performance Director Liam Wade and Paid Media Director Mike Wickham as they reveal how AI is shifting the role of marketers from “doers” to “thinkers,” unlocking new opportunities for growth. What You’ll Learn: Transcript Liam Wade: So in this new […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-automation-advantage-streamlining-the-doing-to-do-more-thinking-video\u002F","2025-08-22T12:40:13","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":4,"image":124},{"name":136,"image":137},"Mike Wickham","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":126,"name":30},{"type_key":115,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":148},"3 ways to capture market share in Q4 and beyond","\u003Cp>How can your business maximise performance in what’s going to be a very unique Q4? STOP preparing for Black Friday and the holiday season. Instead, use this year’s peak period as a chance to capture market share and drive first-party data collection.  During a time when consumer spending is dropping like there’s no tomorrow, I’m […]\u003C\u002Fp>\n","\u002Fblog\u002Fmaximising-paid-media-performance\u002F","2025-01-30T13:20:38",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":4,"image":124},{"to":149,"name":150},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":115,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":156,"image":157,"authors":158,"category":160},"Best Large PPC Agency in Europe: Impression Wins European Search Awards 2020","\u003Cp>We’re absolutely thrilled to announce we have been named Best Large PPC Agency in Europe at the European Search Awards 2020. It’s always an incredible feeling to even be shortlisted for awards like these, so to win is a humbling experience. While we recognise that awards aren’t everything (we’d much rather have fantastic client results […]\u003C\u002Fp>\n","\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F","2022-02-07T16:48:15",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159],{"name":4,"image":124},{"to":161,"name":162},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":115,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":172},"Why I’m excited about free listings in Google Shopping","\u003Cp>Within a couple of hours of Google announcing free listings within Google Shopping, I received 23 individual messages…  Apparently, I’ve built up a reputation for being a massive Shopping Ads nerd? I’m sorry to spoil the “cool” image most people have of me… it’s true, I love it. Most messages were from concerned PPC-folk, panicking […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F","2025-03-19T11:41:07",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":4,"image":124},{"to":173,"name":174},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":115,"title":176,"excerpt":177,"to":178,"postedAt":179,"readingTime":180,"image":181,"authors":182,"category":184},"The Basics of PPC Advertising","\u003Cp>PPC stands for pay per click and is the term used to refer to paid advertising on the internet, usually through Google Ads or Bing Ads. PPC is one part of the wider area of paid search marketing, which today encompasses display advertising, remarketing, Google Shopping and social media advertising, too. PPC is used by both B2B and B2C businesses to […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F","2025-03-13T14:59:22",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[183],{"name":4,"image":124},{"to":173,"name":174},"3",{"type":187,"style":188,"title":189,"heading":4,"intro":10,"services":12,"breadcrumbs":190,"photo":69,"social":202},"author","dark","Meet the Team",[191,194,197,200],{"path":192,"name":193},"\u002F","Home",{"path":195,"name":196},"\u002Fabout\u002F","About Us",{"path":198,"name":199},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":201,"name":4},null,{"twitter":203,"linkedin":204},"https:\u002F\u002Ftwitter.com\u002FDigital_Liam","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fwadeliam\u002F",[206],{"rel":207,"href":208},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fliam-wade\u002F",[210,533,761,973,1170,1365],{"id":211,"date":212,"date_gmt":212,"guid":213,"modified":119,"modified_gmt":119,"slug":215,"status":19,"type":115,"link":118,"title":216,"content":217,"excerpt":220,"author":221,"featured_media":222,"comment_status":20,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":224,"categories":227,"collections":229,"coauthors":230,"class_list":232,"acf":240,"head_links":241,"breadcrumbs":242,"url_path":118,"search_description":226,"featured_image_urls":249,"authors":284,"type_nicename":297,"reading_minutes":120,"category":298,"yoast_title":225,"yoast_meta":300,"yoast_json_ld":357,"_links":484},37289,"2026-02-04T17:13:31",{"rendered":214},"\u002F?p=37289","the-hidden-cost-of-best-practice-in-performance-marketing",{"rendered":116},{"rendered":218,"protected":219},"\n\u003Cp>\u003Cstrong>Why is it that every year, a small group of brands keep growing through paid media advertising, while the majority hit a plateau?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">helped hundreds of brands\u003C\u002Fa> to outperform in their market, and there is a repeatable behaviour behind the brands that succeed.\u003C\u002Fp>\n\n\n\n\u003Cp>And it runs counter to the advice we’ve all grown used to hearing.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-trap-of-best-practice\">The trap of best practice\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#who-benefits-from-best-practice\">Who benefits from best practice?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-edge-gap-explained\">The Edge Gap explained\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#where-to-run-your-boldest-experiments\">Where to run your boldest experiments\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#five-ways-to-compete-differently\">Five ways to compete differently\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#breaking-away-from-the-pack\">Breaking away from the pack\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-trap-of-best-practice\">\u003Cstrong>The trap of best practice\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When I say “best practice”, I’m talking about the playbooks gifted to us from years of iteration. First from Meta and Google, reinforced by respected voices in the industry, and often baked into our own processes over time.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s not bad advice. For many brands, ensuring best practice is in place really does deliver a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">short-term lift\u003C\u002Fa>. From experience, I’d estimate that four in five advertisers will see some level of performance gain by implementing the “gold standard” recommended by Meta or Google.\u003C\u002Fp>\n\n\n\n\u003Cp>But with AI and automation accelerating, with products like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-meta-advantage-suite\u002F\">Advantage+\u003C\u002Fa> and Performance Max doing more of the heavy lifting, it’s easier than ever to tick the best-practice boxes. This means it’s harder than ever to achieve a real competitive advantage by doing just that.\u003C\u002Fp>\n\n\n\n\u003Cp>So following the playbook doesn’t put you ahead; it just moves you into the middle of the pack. To outperform the market, you have to compete differently.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"who-benefits-from-best-practice\">\u003Cstrong>Who benefits from best practice?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While best practice can be your enemy, it is almost certainly the ad giants’ friend.\u003C\u002Fp>\n\n\n\n\u003Cp>Why? Because advertisers mimicking the same strategy is good for the platforms’ aims. The more advertisers use the same techniques, the more competitive those approaches become. In turn, this drives up CPMs, CPCs, and ultimately your cost of sale.\u003C\u002Fp>\n\n\n\n\u003Cp>If every advertiser in your category is feeding the machine the same kind of data, running the same strategy, with the same campaign structures, and chasing the same audience signals… the auction becomes crowded. You’re paying more for the premium of targeting the same users.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s the hidden cost of best practice. It delivers reliable results, but ultimately leads to diminishing returns.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t get me wrong, I understand why CMOs lean on best practices. It reassures boards, ticks governance boxes, and keeps things defensible. \u003C\u002Fp>\n\n\n\n\u003Cp>But safe and same have become too closely linked, and for a performance marketing team, sameness is the riskiest place to be.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-edge-gap-explained\">\u003Cstrong>The Edge Gap explained\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This is what I call \u003Cstrong>the Edge Gap\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>On one side, there are brands stuck in \u003Cstrong>iteration mode\u003C\u002Fstrong>. Tweaking, optimising, doing just enough to show efficiency gains. They take on the latest platform updates and follow the rulebook to the letter. But now, they have to work harder and harder to maintain performance. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other side, there are brands in \u003Cstrong>exploration mode. \u003C\u002Fstrong>Producing ideas that break with the playbook, testing ways of working that feel unfamiliar, and pushing platforms in directions they weren’t really designed for. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"305\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fexploration-iteration.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37294\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The Edge Gap is the widening space between the two. And the only way to close it is experimentation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"where-to-run-your-boldest-experiments\">\u003Cstrong>Where to run your boldest experiments\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If experimentation is how you close the Edge Gap, there are three primary areas to focus your testing:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"749\" height=\"192\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fcreative-signal-activation.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37297\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Creative\u003C\u002Fstrong> → Forget perfection. Focus on velocity and diversity. The biggest winners don’t polish a single “hero” ad; they test wildly different concepts until something cuts through. You may believe you’re testing your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative\u003C\u002Fa>, but unless you have multiple, very different concepts in play, you’re being too safe.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Signal\u003C\u002Fstrong> → Stop explicitly trusting attribution. It only shows correlation, not causation. Instead, develop your own understanding of performance by consistently running incrementality tests, not just switching things on and off at a channel level, but isolating the true, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fincrementality-testing\u002F\">incremental\u003C\u002Fa> revenue impact of each campaign. Experimentation is the only way to determine cause.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Activation\u003C\u002Fstrong> → Don’t just plug and play. Yes, broad automation works, but it’s not the whole story. Look for first-mover windows, dig under the hood with things like conversion APIs, and don’t be afraid to use parameters in unconventional ways. Many market-leading brands are now experimenting with synthetic data to optimise bidding, removing outliers to rein in bid aggression.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where real edge comes from. Not reckless bets, but deliberate exploration layered on top of a solid base of best practice.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"five-ways-to-compete-differently\">\u003Cstrong>Five ways to compete differently\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So how do you put this into practice without losing control? A few shifts to start with:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Split your budget.\u003C\u002Fstrong> Ring-fence 5–10% of spend for exploration. That might mean new channels, new campaign types, new formats, new concepts or new targeting. The point is: Make experimentation a habit, not a gamble.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Set creative velocity targets.\u003C\u002Fstrong> Don’t wait for one perfect ad. Ship new assets regularly, across at least three distinct ideas, not just colour or CTA swaps of the same ad. Treat creative like a portfolio of bets.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Discover true causality.\u003C\u002Fstrong> Commit to one meaningful incrementality test per quarter. Pre-register your hypothesis and hold the line until results are significant. No more “switch it off and see what happens” shortcuts, design experiments that tell you what really drives revenue.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Interrogate your signals.\u003C\u002Fstrong> Don’t just feed the platforms the data they ask for. Understand how the data is used, and where you might bend it. That might mean cleaning or enriching audience data, using synthetic events to steer bidding behaviour, or enhancing product data in ways your competitors haven’t thought of.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Exploit the grey.\u003C\u002Fstrong> For every platform, identify at least two underused parameters or features and test them. Go beyond the help docs. Break things. Use the tools in ways they weren’t designed to be used. That’s often where the biggest edge is hiding.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>None of this means abandoning best practice. It means building on it with purpose, and proving the value of exploration through structured learning.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"breaking-away-from-the-pack\">\u003Cstrong>Breaking away from the pack\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If your marketing playbook looks identical to your competitors’, don’t be surprised when your results do too. \u003C\u002Fp>\n\n\n\n\u003Cp>Best practice makes you average by design.\u003C\u002Fp>\n\n\n\n\u003Cp>Four out of five advertisers will see a lift from following the gold standard. But only one in five will break through because they’re willing to explore where others stop.\u003C\u002Fp>\n\n\n\n\u003Cp>Exploration is the only path left to differentiation. The brands bold enough to experiment today will set the benchmarks everyone else tries to follow tomorrow.\u003C\u002Fp>\n\n\n\n\u003Cp>The question is: Are you brave enough to be the one in five?\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":117,"protected":219},46,37303,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":225,"_yoast_wpseo_metadesc":226,"inline_featured_image":219,"footnotes":5},"The hidden cost of best practice in performance marketing | Impression","Break the plateau with performance marketing strategies that go beyond the playbook. Close the Edge Gap and outperform your competitors today. Learn more.",[228],39,[],[231],171,[233,115,234,235,236,237,238,239],"post-37289","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",[],[],[243,244,247,248],{"path":192,"name":193},{"path":245,"name":246},"\u002Fblog\u002F","Blog",{"path":126,"name":30},{"path":201,"name":116},{"thumbnail":250,"medium":252,"medium_large":254,"large":256,"1536x1536":260,"2048x2048":262,"post-thumbnail":264,"12_col":266,"default_landscape":268,"default_portrait":270,"6_col_and_margin_short":272,"11_col_and_margin":274,"9_col_rectangle":276,"11_col":278,"staff_image_696_600":280,"rectangular_thumbnail":282},{"url":121,"width":251,"height":251},640,{"url":253,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":255,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":257,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":261,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":263,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":265,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":267,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":269,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":271,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":273,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":275,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":277,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":279,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":281,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":283,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[285],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":287},"\u002Fabout\u002Four-team\u002Fliam-wade\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":288,"photo":295},[289,291,293],{"page":290,"link_text":30},{"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},{"page":292,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":294,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":296},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},"Article",[299],{"id":228,"name":30,"path":126},[301,303,305,308,310,313,316,318,320,322,325,328,331,334,337,340,343,345,346,349,351,354],{"property":302,"content":225},"title",{"property":304,"content":226},"description",{"name":306,"content":307},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":207,"content":309},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F",{"name":311,"content":312},"og:locale","en-GB",{"property":314,"content":315},"og:type","article",{"property":317,"content":225},"og:title",{"property":319,"content":226},"og:description",{"property":321,"content":309},"og:url",{"property":323,"content":324},"og:site_name","Impression",{"property":326,"content":327},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":329,"content":330},"article:published_time","2026-02-04T17:13:31+00:00",{"property":332,"content":333},"article:modified_time","2026-02-04T17:13:32+00:00",{"property":335,"content":336},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fopen-graph-hidden-cost-in-performance-marketing.png?auto=compress%2Cformat&q=90",{"property":338,"content":339},"og:image:width",1200,{"property":341,"content":342},"og:image:height",630,{"property":344,"content":62},"og:image:type",{"property":187,"content":4},{"property":347,"content":348},"twitter:card","summary_large_image",{"property":350,"content":336},"twitter:image",{"property":352,"content":353},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FDigital_Liam",{"property":355,"content":356},"twitter:site","@impressiontalk",{"@context":358,"@graph":359},"https:\u002F\u002Fschema.org",[360,373,382,386,400,410,476],{"@type":297,"@id":361,"isPartOf":362,"author":363,"headline":116,"datePublished":330,"dateModified":333,"mainEntityOfPage":365,"wordCount":366,"publisher":367,"image":369,"thumbnailUrl":371,"articleSection":372,"inLanguage":312},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F#article",{"@id":309},{"name":4,"@id":364},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F9a5e1972def2259a83b13d50f7c6b0cd",{"@id":309},1081,{"@id":368},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":370},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002Fmathias-reding-AqazIurBt3w-unsplash.jpg?auto=compress%2Cformat&q=90",[30],{"@type":374,"@id":309,"url":309,"name":225,"isPartOf":375,"primaryImageOfPage":377,"image":378,"thumbnailUrl":371,"datePublished":330,"dateModified":333,"description":226,"breadcrumb":379,"inLanguage":381},"WebPage",{"@id":376},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":370},{"@id":370},{"@id":380},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F#breadcrumb","en",{"@type":383,"inLanguage":312,"@id":370,"url":371,"contentUrl":371,"width":384,"height":385},"ImageObject",2400,1600,{"@type":387,"@id":380,"itemListElement":388},"BreadcrumbList",[389,392,395,398],{"@type":390,"position":156,"name":193,"item":391},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":390,"position":393,"name":246,"item":394},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":390,"position":396,"name":30,"item":397},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":390,"position":399,"name":116},4,{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":402,"inLanguage":312,"potentialAction":404},"WebSite",{"@id":403},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":405,"target":406,"query-input":409},"SearchAction",{"@type":407,"urlTemplate":408},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":411,"@id":403,"name":324,"url":391,"logo":412,"image":417,"sameAs":418,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":429,"location":436,"areaServed":469},"Organization",{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},"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",[419,420,421],"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":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[437,446,458],{"@type":438,"name":439,"geo":440,"address":444,"photo":417,"telephone":445},"Place","Impression Digital - Nottingham",{"@type":441,"latitude":442,"longitude":443},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},"+44 01158 242 212",{"@type":438,"name":447,"geo":448,"address":451,"photo":456,"telephone":457},"Impression Digital - London",{"@type":441,"latitude":449,"longitude":450},"51.50237208377361","-0.09229841534284115",{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":438,"name":459,"geo":460,"address":463},"Impression Digital - New York",{"@type":441,"latitude":461,"longitude":462},"40.726722746949","-74.00527778220652",{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},"160 Varick St","New York","NY","10013","USA",[470,473,475],{"@type":471,"name":472},"Country","Worldwide",{"@type":471,"name":474},"GBR",{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":479,"description":481,"sameAs":482,"url":208},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F9a5e1972def2259a83b13d50f7c6b0cd",{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9604447806a7aa9cf243dc6efd49ddbab9","Chief Strategy Officer @ImpressionTalk. Obsessive about performance marketing. In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. @Digital_Liam",[204,483],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FDigital_Liam",{"self":485,"collection":495,"about":498,"author":501,"replies":504,"version-history":507,"predecessor-version":510,"wp:featuredmedia":514,"wp:attachment":517,"wp:term":520,"curies":529},[486],{"href":487,"targetHints":488},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37289",{"allow":489},[490,491,492,493,494],"GET","POST","PUT","PATCH","DELETE",[496],{"href":497},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[499],{"href":500},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[502],{"embeddable":110,"href":503},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F46",[505],{"embeddable":110,"href":506},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=37289",[508],{"count":120,"href":509},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37289\u002Frevisions",[511],{"id":512,"href":513},37302,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37289\u002Frevisions\u002F37302",[515],{"embeddable":110,"href":516},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F37303",[518],{"href":519},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=37289",[521,524,527],{"taxonomy":522,"embeddable":110,"href":523},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=37289",{"taxonomy":525,"embeddable":110,"href":526},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=37289",{"taxonomy":187,"embeddable":110,"href":528},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=37289",[530],{"name":531,"href":532,"templated":110},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":534,"date":131,"date_gmt":131,"guid":535,"modified":131,"modified_gmt":131,"slug":537,"status":19,"type":115,"link":130,"title":538,"content":539,"excerpt":541,"author":221,"featured_media":542,"comment_status":20,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":543,"categories":545,"collections":547,"coauthors":548,"class_list":550,"acf":553,"head_links":554,"breadcrumbs":555,"url_path":130,"search_description":562,"featured_image_urls":563,"authors":595,"type_nicename":297,"reading_minutes":120,"category":642,"yoast_title":544,"yoast_meta":645,"yoast_json_ld":673,"_links":724},34309,{"rendered":536},"\u002F?p=34309","the-automation-advantage-streamlining-the-doing-to-do-more-thinking-video",{"rendered":128},{"rendered":540,"protected":219},"\n\u003Cp>With activation becoming increasingly automated, how do performance marketers stay ahead? In this video, join Performance Director Liam Wade and Paid Media Director Mike Wickham as they reveal how AI is shifting the role of marketers from “doers” to “thinkers,” unlocking new opportunities for growth. \u003C\u002Fp>\n\n\n\n\u003Cp>What You’ll Learn:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The Automation Advantage: Find out how AI-powered tools like Google’s Performance Max and Meta’s Advantage+ free up time by handling repetitive tasks, allowing you to focus on high-level strategy. \u003C\u002Fli>\n\n\n\n\u003Cli>Reinvesting Your Time: Discover why this newfound time isn’t an “automatic cost saving.” Instead, it’s a valuable resource that should be reinvested into more creative thinking, experimentation, and cross-channel testing. \u003C\u002Fli>\n\n\n\n\u003Cli>Beyond the On\u002FOff Switch: Learn to avoid treating performance marketing like a simple on\u002Foff switch. The experts explain how you can still have significant control by feeding AI platforms the right data and making strategic tweaks. \u003C\u002Fli>\n\n\n\n\u003Cli>The Dangers of Efficiency: The video warns against focusing solely on efficiency, which can lead to performance plateaus and a loss of brand differentiation. It highlights the importance of using AI for creative exploration rather than just iteration.\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002F@impressiondigital\">\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"The Automation Advantage: Streamlining the Doing to Do More Thinking\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FZUKtElR7WYA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transcript\">Transcript\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Liam Wade:\u003C\u002Fstrong> So in this new paid media world, where activation is completely automated, we’ve got AI smart bidding, Performance Max and Advantage+ and things like that. How do you actually win in performance marketing?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Wickham:\u003C\u002Fstrong> What those new tools and features do is help you activate quicker, right? So, it unlocks a lot of time, effectively. I think what we’ve got to be careful of is not necessarily just, you know, selling less time or having less time available. I think we need to reinvest that time into more strategic thinking.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Liam Wade:\u003C\u002Fstrong> We have new ways to win now. As you say, as you automate with AI, you have more time to focus on strategy. You have more time to focus on the creative aspects. You have more time to focus on feeding these AI platforms the right data. And there’s still so much to gain out there. One of the big worries I have is that in the new AI world, performance marketing is treated like a bit of an on\u002Foff switch, like you can turn it off and on, and there’s no real control that you have. But you still have so much control that you can leverage, even within the AI tools. There are tweaks that you can make, such as feeding synthetic data, which we’ve been doing for some of our clients, which can really, really maximise performance.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Wickham:\u003C\u002Fstrong> It’s about unlocking more time and more ability to dive into the insight, to actually understand the nuances of performance or what’s driving it. I think quite often one of the challenges that marketers have is that they’re looking at their channel and platform metrics, and there isn’t a good reason for why something is up or down. It’s not within that data. It’s sitting within the externalities; it’s sitting within macro-environment data, or it could be caused by the weather. All of these kinds of things that I think, historically, have been really difficult to diagnose, especially when you’re almost channel-siloed. You’re looking at one platform, but I suppose AI has the ability now to A) give you more time to be able to look wider than that and B) surface those insights a lot faster.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Liam Wade:\u003C\u002Fstrong> Some of the elements that you might think of with LLMs are now really easy to automate, such as ad copy. They’ve kind of become the things that you really don’t want to automate as much because they’re the areas where consumers actually see what you’re presenting to them, and they’re the areas where you can differentiate. AI is kind of levelling the playing field, and if you’re adding just a little bit of creativity, you can really stand out. And I’ve been seeing a metric recently, which is \u003Cstrong>Return on Time\u003C\u002Fstrong>. So, CMOs internally, rather than looking at how effectively they’re running their marketing, it’s how efficiently they’re running their marketing, which is a very, very different way of looking at things. It’s proven time and time again that if you focus on efficiency and efficiency only, whether it’s through the use of AI or something else, eventually you stop growing because the quality gets lower and lower. How differentiated you are gets lower and lower, and suddenly, you’re a small player in the market and your performance is plateauing.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Wickham:\u003C\u002Fstrong> Do you think there’s a risk, because it’s becoming so much easier to churn out this content and you can do it in less time than you used to, that there’s a problem with almost having too much? Trying to put too much out there, almost testing too many variations?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Liam Wade:\u003C\u002Fstrong> When you’re using LLMs to experiment, and LLMs are really good at iterating on what’s already happened, they’re not very good at exploration. So you’re very, very seldom coming up with brand new ideas. You’re coming up with tried and tested ideas that have worked for everyone. So yes, there’s a huge danger in that. So we’ve had a good chat. What would you say the biggest takeaways are?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Mike Wickham:\u003C\u002Fstrong> Brands and agencies should be embracing AI, ultimately. I think we should be looking at driving efficiencies. I think we should be looking at speeding up the work that we do. But the key thing is, any time saving shouldn’t necessarily be seen as an automatic cost saving. I think you should look at what else you could be doing on top. So, more experimentation, more creativity, more channel testing, and looking at the broader landscape to see what else you could potentially be doing. So, I think that time needs to be reinvested if possible.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":129,"protected":219},34311,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":544,"_yoast_wpseo_metadesc":5,"inline_featured_image":219,"footnotes":5},"The Automation Advantage: Streamlining the Doing to Do More Thinking [Video] | Impression",[228,546],284,[],[231,549],235,[551,115,234,235,236,237,238,239,552],"post-34309","category-digital-strategy",[],[],[556,557,558,561],{"path":192,"name":193},{"path":245,"name":246},{"path":559,"name":560},"\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F","Digital Strategy",{"path":201,"name":128},"With activation becoming increasingly automated, how do performance marketers stay ahead? In this video, join Performance Director Liam Wade and Paid Media Director Mike Wickham as they reveal how AI is shifting the role of marketers from “doers” to “thinkers,” unlocking new opportunities for growth. What You’ll Learn: Transcript Liam Wade: So in this new […]",{"thumbnail":564,"medium":565,"medium_large":567,"large":569,"1536x1536":571,"2048x2048":573,"post-thumbnail":575,"12_col":577,"default_landscape":579,"default_portrait":581,"6_col_and_margin_short":583,"11_col_and_margin":585,"9_col_rectangle":587,"11_col":589,"staff_image_696_600":591,"rectangular_thumbnail":593},{"url":132,"width":251,"height":251},{"url":566,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=scale&h=113&q=90&w=200",{"url":568,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=scale&h=432&q=90&w=768",{"url":570,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":572,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=scale&h=864&q=90&w=1536",{"url":574,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=2048",{"url":576,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":578,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":580,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":582,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":584,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":586,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":588,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":590,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":592,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":594,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[596,607],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":597},{"full_bio":10,"job_title":11,"specialist_service_links":598,"photo":605},[599,601,603],{"page":600,"link_text":30},{"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},{"page":602,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":604,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":606},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},{"id":608,"path":609,"display_name":136,"job_title":610,"description":611,"avatar_url":137,"acf":612},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.",{"job_title":610,"full_bio":613,"specialist_service_links":614,"photo":617},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[615],{"page":616,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"ID":618,"id":618,"title":619,"filename":620,"filesize":25,"url":621,"link":622,"alt":5,"author":58,"description":5,"caption":5,"name":623,"status":60,"uploaded_to":25,"date":624,"modified":624,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":625},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","mike-wickham-3","2021-06-24 12:33:53",{"thumbnail":626,"thumbnail-width":70,"thumbnail-height":70,"medium":627,"medium-width":72,"medium-height":73,"medium_large":628,"medium_large-width":75,"medium_large-height":76,"large":629,"large-width":78,"large-height":79,"1536x1536":630,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":631,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":632,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":633,"12_col-width":90,"12_col-height":91,"default_landscape":634,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":635,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":636,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":637,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":638,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":639,"11_col-width":102,"11_col-height":91,"staff_image_696_600":640,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":641,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[643,644],{"id":228,"name":30,"path":126},{"id":546,"name":560,"path":559},[646,647,648,650,652,653,654,655,656,657,658,660,662,664,666,668,670,671,672],{"property":302,"content":544},{"name":306,"content":307},{"property":207,"content":649},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-automation-advantage-streamlining-the-doing-to-do-more-thinking-video\u002F",{"name":311,"content":651},"en_GB",{"property":314,"content":315},{"property":317,"content":544},{"property":319,"content":562},{"property":321,"content":649},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":659},"2025-08-22T12:40:13+00:00",{"property":335,"content":661},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F06_the-automated-advantage-streamlining-the-doing-to-do-more-thinking-min.jpg?auto=compress%2Cformat&q=90",{"property":338,"content":663},2560,{"property":341,"content":665},1440,{"property":344,"content":667},"image\u002Fjpeg",{"property":187,"content":669},"Liam Wade, Mike Wickham",{"property":347,"content":348},{"property":352,"content":353},{"property":355,"content":356},{"@context":358,"@graph":674},[675,685,691,692,699,703,721],{"@type":297,"@id":676,"isPartOf":677,"author":678,"headline":128,"datePublished":659,"mainEntityOfPage":679,"wordCount":680,"publisher":681,"image":682,"thumbnailUrl":661,"articleSection":684,"inLanguage":312},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-automation-advantage-streamlining-the-doing-to-do-more-thinking-video\u002F#article",{"@id":649},{"name":4,"@id":364},{"@id":649},1025,{"@id":368},{"@id":683},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-automation-advantage-streamlining-the-doing-to-do-more-thinking-video\u002F#primaryimage",[30,560],{"@type":374,"@id":649,"url":649,"name":544,"isPartOf":686,"primaryImageOfPage":687,"image":688,"thumbnailUrl":661,"datePublished":659,"breadcrumb":689,"inLanguage":381},{"@id":376},{"@id":683},{"@id":683},{"@id":690},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-automation-advantage-streamlining-the-doing-to-do-more-thinking-video\u002F#breadcrumb",{"@type":383,"inLanguage":312,"@id":683,"url":661,"contentUrl":661,"width":663,"height":665},{"@type":387,"@id":690,"itemListElement":693},[694,695,696,698],{"@type":390,"position":156,"name":193,"item":391},{"@type":390,"position":393,"name":246,"item":394},{"@type":390,"position":396,"name":560,"item":697},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F",{"@type":390,"position":399,"name":128},{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":700,"inLanguage":312,"potentialAction":701},{"@id":403},{"@type":405,"target":702,"query-input":409},{"@type":407,"urlTemplate":408},{"@type":411,"@id":403,"name":324,"url":391,"logo":704,"image":417,"sameAs":705,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":706,"location":707,"areaServed":717},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},[708,711,714],{"@type":438,"name":439,"geo":709,"address":710,"photo":417,"telephone":445},{"@type":441,"latitude":442,"longitude":443},{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},{"@type":438,"name":447,"geo":712,"address":713,"photo":456,"telephone":457},{"@type":441,"latitude":449,"longitude":450},{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},{"@type":438,"name":459,"geo":715,"address":716},{"@type":441,"latitude":461,"longitude":462},{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},[718,719,720],{"@type":471,"name":472},{"@type":471,"name":474},{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":722,"description":481,"sameAs":723,"url":208},{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},[204,483],{"self":725,"collection":730,"about":732,"author":734,"replies":736,"version-history":739,"predecessor-version":742,"wp:featuredmedia":746,"wp:attachment":749,"wp:term":752,"curies":759},[726],{"href":727,"targetHints":728},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34309",{"allow":729},[490,491,492,493,494],[731],{"href":497},[733],{"href":500},[735],{"embeddable":110,"href":503},[737],{"embeddable":110,"href":738},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=34309",[740],{"count":393,"href":741},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34309\u002Frevisions",[743],{"id":744,"href":745},34313,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34309\u002Frevisions\u002F34313",[747],{"embeddable":110,"href":748},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F34311",[750],{"href":751},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=34309",[753,755,757],{"taxonomy":522,"embeddable":110,"href":754},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=34309",{"taxonomy":525,"embeddable":110,"href":756},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=34309",{"taxonomy":187,"embeddable":110,"href":758},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=34309",[760],{"name":531,"href":532,"templated":110},{"id":762,"date":763,"date_gmt":763,"guid":764,"modified":143,"modified_gmt":143,"slug":766,"status":19,"type":115,"link":142,"title":767,"content":768,"excerpt":770,"author":221,"featured_media":771,"comment_status":20,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":772,"categories":774,"collections":780,"coauthors":781,"class_list":782,"acf":789,"head_links":790,"breadcrumbs":791,"url_path":142,"search_description":773,"featured_image_urls":798,"authors":830,"type_nicename":297,"reading_minutes":144,"category":842,"yoast_title":853,"yoast_meta":854,"yoast_json_ld":881,"_links":935},18541,"2023-08-18T10:37:00",{"rendered":765},"\u002F?p=18541","maximising-paid-media-performance",{"rendered":140},{"rendered":769,"protected":219},"\n\u003Cp>How can your business maximise performance in what’s going to be a very unique Q4? STOP preparing for Black Friday and the holiday season. Instead, use this year’s peak period as a chance to capture market share and drive first-party data collection. \u003C\u002Fp>\n\n\n\n\u003Cp>During a time when consumer spending is dropping like there’s no tomorrow, I’m going to explore why you should focus on long-term strategies vs short-term quick wins. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>\u003Cem>“Short-termism: an excessive focus on short-term results at the expense of long-term interests.”\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#proactively-build-internal-data-capabilities-and-systems\">Proactively build internal data capabilities and systems\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#first-party-data\">First-party data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#third-party-data\">Third-party data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#product-data\">Product data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#set-smart-future-focused-customer-acquisition-targets\">Set smart, future-focused customer acquisition targets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-mature-your-target-setting\">How to mature your target setting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#segmenting-customer-types\">Segmenting customer types\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#strategically-invest-in-brand-led-activity\">Strategically invest in brand-led activity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-power-of-creative\">The power of creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#proving-the-value-of-brand-awareness-to-senior-stakeholders\">Proving the value of brand awareness to senior stakeholders\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#summary\">Summary\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"proactively-build-internal-data-capabilities-and-systems\">Proactively build internal data capabilities and systems\u003C\u002Fh2>\n\n\n\n\u003Cp>A short-term view would be to use separate, unjoined data sources, whilst being unprepared for a cookieless future. A long-term strategy would be to proactively build internal data capability and systems, gathering first-party data as a priority. As we begin to lose a lot of cookie tracking data, building first-party data is more important than ever, and the peak retail season gives you a really good opportunity to do this. \u003C\u002Fp>\n\n\n\n\u003Cp>Here’s an example of why that’s so important. Most of us, whether we’re using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">\u003Cstrong>Meta Ads\u003C\u002Fstrong>\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">Google Ads\u003C\u002Fa>, YouTube advertising, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic buying\u003C\u002Fa>, are using some form of automated bidding to direct our ads and ensure they are presented to the right user at the right time in their journey. If you can increase your first-party data pool, the amount of data that’s needed to be modelled by bidding algorithms decreases and you’ll have more accurate data, better bid strategies and better results. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"first-party-data\">First-party data\u003C\u002Fh3>\n\n\n\n\u003Cp>You should be building your first-party data before AND during peak. You should start to use first-party data capturing techniques now so that during peak, you have more data to utilise. The peak season comes 6 months before cookies are removed, so this is a really good opportunity to build your first-party data pool. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are a few creative ways to collect first-party data that span beyond newsletter sign-ups:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Mutual brand partnerships\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>One example that Google gives is that if you’re a beer seller, you might want to partner with a home meal kit. Another example is that if you’re a trainer retailer, you might partner with a brand that sells trendy t-shirts. Where there’s audience overlap between yourself and another brand, you can team up and share relevant first-party data. An important thing to note, however, is to make sure that the brands you partner with are trustworthy. If they are not collecting data in a privacy-focused way, you risk ruining your reputation.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Interactive ad content\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Gamification agency Leadfamly uses interactive ad content such as calendars and quizzes to creatively collect first-party data. Another creative example is from Fabletics which has been offering exclusive products to its subscribers. On the Fabletics website, some of their products appear blurred and this is because you need to sign up to receive access to even see what the products are. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"384\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FLeafamly.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18547\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Leadfamly.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"310\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FFabletics.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18548\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fabletics. h\u002Ft Connor Gross (@c_gro)\u003Cbr>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The above examples of how to collect first-party data are mutually beneficial. They provide value to both the brand and the customer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"third-party-data\">Third-party data\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s not just first-party data that you could invest in to get ahead this peak season, third-party data is also really important. In the short term, we’re going to be utilising third-party data a lot more as we start to lose data from cookies. Some examples of useful third-party data tools include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>GWI. In-depth survey data that provides us with insights into our audience personas, helping us understand who they are, how they consume media online and what they care about\u003C\u002Fli>\n\n\n\n\u003Cli>SimilarWeb. A competitor intelligence tool that allows us to identify and understand competitor traffic metrics, audience demographics and behaviours\u003C\u002Fli>\n\n\n\n\u003Cli>Brandwatch. A social listening platform that builds an understanding of what our audiences are talking about and engaging with online\u003C\u002Fli>\n\n\n\n\u003Cli>Simon. Utilises a combination of web analytics data, as well as insights from your CRM or customer data platform (CDP) to understand user behaviour\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"product-data\">Product data\u003C\u002Fh3>\n\n\n\n\u003Cp>With the future of shopping campaigns being Smart or Performance Max, it’s never been more important to segment your catalogue based on what matters the most to you. For example, that could be segmented by “On-Sale” products or by “Margin Group”. It’s also important to ensure that your feed is in the best possible condition. \u003C\u002Fp>\n\n\n\n\u003Cp>For ecommerce marketers, price is everything. Tools like Merchant Centre can help you monitor price and you can feed that data back into Google Ads or any other platform to influence your bidding. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"set-smart-future-focused-customer-acquisition-targets\">Set smart, future-focused customer acquisition targets\u003C\u002Fh2>\n\n\n\n\u003Cp>A short-term view of this would be to maintain or restrict efficiency targets during difficult external economic situations. A longer-term strategy would be to set smart, future-focused customer acquisition targets. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-mature-your-target-setting\">How to mature your target setting\u003C\u002Fh3>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002Fe\u002F2PACX-1vSvHav2FFRLrrJ4JoaqjoGWJbMu904grEmb-Dahxns_DBE_Z9_FxeG-sZ-a5RWkQuHfsFe9SGKAkHZe\u002Fembed?start=false&loop=false&delayms=3000\" frameborder=\"0\" width=\"480\" height=\"299\" allowfullscreen=\"true\" mozallowfullscreen=\"true\" webkitallowfullscreen=\"true\">\u003C\u002Fiframe>\n\n\n\n\u003Cp>Campaign ROAS allows you to set a specified return on ad spend if you’re wanting to achieve a certain return on investment from your campaigns. Right now, a lot of brands are using a variable ROAS model. This is where they have a fixed ROAS they want to achieve across the channel but they are varying this by campaign, e.g. prospecting might vary slightly differently to more high-intent terms. \u003C\u002Fp>\n\n\n\n\u003Cp>Profit Maximise allows you to utilise margin to maximise the profit you’ve got and Customer Lifetime Value Integrated utilises customer data to bid agile, long-term profit growth by looking at future profit. \u003C\u002Fp>\n\n\n\n\u003Cp>A basic example of how you can start to incorporate margin data into your target setting would be to:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Push margin brackets into your feed via a custom label\u003C\u002Fli>\n\n\n\n\u003Cli>Segment campaigns accordingly\u003C\u002Fli>\n\n\n\n\u003Cli>Set ROAS targets based on desired Net Profit (this doesn’t have to be the same for the entire account)\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>You can be more advanced with this by:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Being product-level granular. In Search Ads 360, there’s a cost of goods sold metric which can be used to target profit.\u003C\u002Fli>\n\n\n\n\u003Cli>Introducing fixed costs which may vary based on product\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Customer Lifetime Value is much better than bidding for profit because you’re bidding for future profit. At the most basic level, you can analyse past data and assume a CLTV, for example, you can look into what your customer has spent with you over a year or two-year period. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"segmenting-customer-types\">Segmenting customer types\u003C\u002Fh3>\n\n\n\n\u003Cp>Target setting becomes even more interesting when you start segmenting your customer types, for example:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>High propensity to convert\u003C\u002Fli>\n\n\n\n\u003Cli>Low propensity to convert\u003C\u002Fli>\n\n\n\n\u003Cli>Users who have not purchased \u003C\u002Fli>\n\n\n\n\u003Cli>Users who have purchased\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002Fe\u002F2PACX-1vQ13YwvWwhH3Z5vKB1ucyCXQZCXdrZQMMSPlQTGs3cT5p2Nu5ze9qdF5wNNH14_lM9WMA_JtqaRn5pz\u002Fembed?start=false&loop=false&delayms=3000\" frameborder=\"0\" width=\"480\" height=\"299\" allowfullscreen=\"true\" mozallowfullscreen=\"true\" webkitallowfullscreen=\"true\">\u003C\u002Fiframe>\n\n\n\n\u003Cp>From this, you can create audience groups such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Aspiring: Users who have not yet converted, but currently have a high propensity to do so\u003C\u002Fli>\n\n\n\n\u003Cli>Engaged: Users have converted and currently have a high propensity to do so again\u003C\u002Fli>\n\n\n\n\u003Cli>Potential: Users who have not yet converted and currently have a low propensity to do so\u003C\u002Fli>\n\n\n\n\u003Cli>Lapsed: Users have converted, but currently have a low propensity to do so again\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The reason that customer groups are most useful, aside from assigning ad content, is to assign KPIs that relate to each of them. The goal for the example above is to drive more users into the ‘engaged’ category where they are regularly buying from you and you’re targeting them based on customer lifetime value. In order to move users through different stages, you need to use slightly different models and this reflects their role within the media mix. \u003C\u002Fp>\n\n\n\n\u003Cp>A key tip here is to measure which quadrant needs the most attention and you can do this by analysing your first-party and third-party data. Your first-party data will tell you how many engaged and lapsed users you’ve got and your third-party data can tell you how many potential or aspiring users are in the market. Use these insights to determine where you should focus. You can also segment your customers based on when they last purchased to inform your marketing mix as well. \u003C\u002Fp>\n\n\n\n\u003Cp>Put growth-oriented targets in place before the peak season and then you’ll benefit from search volume increases. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"strategically-invest-in-brand-led-activity\">Strategically invest in brand-led activity\u003C\u002Fh2>\n\n\n\n\u003Cp>A short-term view here would be to reduce investment in top-of-funnel activity to prioritise bottom-of-funnel conversion campaigns. A longer-term view would be to strategically invest in prospecting and brand-led activity. \u003C\u002Fp>\n\n\n\n\u003Cp>Some of your competitors will be investing in their marketing efforts but many will be dialling back on upper-funnel spending, so now is the time to invest selectively to reap the rewards at a later stage. This is especially true for peak or even pre-peak when there is higher search volumes and more engaged users in the market. You can use this as an opportunity to build your brand. \u003C\u002Fp>\n\n\n\n\u003Cp>The first strategic point to highlight is ad sequencing which is at the heart of all of our upper funnel campaigns, no matter the channel, but it’s particularly useful for video-based creative. Data from a Google-sponsored Ipsos study demonstrates the consistent improvement you get from a varied, dynamic multi-ad campaign. \u003C\u002Fp>\n\n\n\n\u003Cp>In a nutshell, it’s storytelling. YouTube’s tease, amplify, echo framework (recently renamed to action and discovery) consistently demonstrates a high increase in brand awareness, ad recall and even purchase intent. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-power-of-creative\">The power of creative\u003C\u002Fh3>\n\n\n\n\u003Cp>The second strategic point to highlight is creative-first campaigns. Creative is fast becoming the single most important campaign attribute whether it’s YouTube, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> or Programmatic display. The importance of creative is only increasing as we begin to lose access to data and targeting capabilities. Essentially, your creative becomes your targeting and your ads will be shown to users that are interested in your creative so the more engaging and targeted you can make it, the better. \u003C\u002Fp>\n\n\n\n\u003Cp>Similar to brands that are leveraging first-party data, brands that are leveraging creative will win. It’s the brands that are able to consistently innovate and iterate creative that’s both native and engaging that will outperform even the smartest targeting capabilities on the market. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"proving-the-value-of-brand-awareness-to-senior-stakeholders\">Proving the value of brand awareness to senior stakeholders\u003C\u002Fh3>\n\n\n\n\u003Cp>One approach would be to run geo-targeting and incrementality tests. This is setting a control group across part of your target audience and setting a test group elsewhere. So you might, for example, take a few cities in the UK, run some upper funnel YouTube activity and measure the impact on performance. This will help you answer questions such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Is my prospecting campaign generating value?\u003C\u002Fli>\n\n\n\n\u003Cli>Which YouTube’s campaign strategy is delivering the best results?\u003C\u002Fli>\n\n\n\n\u003Cli>Is it worth spending on branded search?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can use this data in combination with brand health and market share to get a really good overall picture. \u003C\u002Fp>\n\n\n\n\u003Cp>Brand health looks at the searches for your brand in relation to the search for all brands within the same category. Combining that with a third-party data source like SimilarWeb will help you determine traffic share and share a voice as well. Using those together along with the geo-targeted tests will really help you to demonstrate the value of brand awareness activity. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary\">Summary\u003C\u002Fh2>\n\n\n\n\u003Cp>Using Q4 2022 as a chance to capture market share is going to be a strategy employed by a handful of brands in your market and they will see good results from it. \u003C\u002Fp>\n\n\n\n\u003Cp>Yes, you’ll likely make good revenue during Black Friday, although probably not as much as usual, but those brands that are willing to take a long-term view, to take a hit on efficiency in the short term for the medium and long-term gains will benefit in the long run.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, I know the advice that I’ve outlined will not be suitable for every business as some will be trying to survive rather than grow but those with budgets and capabilities will see the benefits from approaching the peak season strategically to grow the market share.\u003C\u002Fp>\n\n\n\n\u003Cp>I also delivered this blog as a webinar, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fplanning-for-peak-2022\u002F\">watch the recording here\u003C\u002Fa>. \u003C\u002Fp>\n",{"rendered":141,"protected":219},18567,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":773,"inline_featured_image":219,"footnotes":5},"Learn how your ecommerce business can capture market share and drive first-party data collection in our blog.",[775,228,776,777,778,779],141,59,36,40,286,[],[231],[783,115,234,235,236,237,238,784,239,785,786,787,788],"post-18541","category-black-friday","category-ecommerce","category-paid-social","category-ppc","category-programmatic",[],[],[792,793,794,797],{"path":192,"name":193},{"path":245,"name":246},{"path":795,"name":796},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"path":201,"name":140},{"thumbnail":799,"medium":800,"medium_large":802,"large":804,"1536x1536":806,"2048x2048":808,"post-thumbnail":810,"12_col":812,"default_landscape":814,"default_portrait":816,"6_col_and_margin_short":818,"11_col_and_margin":820,"9_col_rectangle":822,"11_col":824,"staff_image_696_600":826,"rectangular_thumbnail":828},{"url":145,"width":251,"height":251},{"url":801,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":803,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":805,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":807,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":809,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":811,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":813,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":815,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":817,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":819,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":821,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":823,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":825,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":827,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":829,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[831],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":832},{"full_bio":10,"job_title":11,"specialist_service_links":833,"photo":840},[834,836,838],{"page":835,"link_text":30},{"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},{"page":837,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":839,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":841},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},[843,844,845,846,849,850],{"id":775,"name":150,"path":149},{"id":228,"name":30,"path":126},{"id":776,"name":796,"path":795},{"id":777,"name":847,"path":848},"Paid Social","\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"id":778,"name":174,"path":173},{"id":779,"name":851,"path":852},"Programmatic","\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F","3 ways to capture market share in Q4 and beyond - Impression",[855,856,857,858,860,861,862,863,864,865,866,867,869,871,873,874,875,876,877,878,879,880],{"property":302,"content":853},{"property":304,"content":773},{"name":306,"content":307},{"property":207,"content":859},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmaximising-paid-media-performance\u002F",{"name":311,"content":651},{"property":314,"content":315},{"property":317,"content":853},{"property":319,"content":773},{"property":321,"content":859},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":868},"2023-08-18T10:37:00+00:00",{"property":332,"content":870},"2025-01-30T13:20:38+00:00",{"property":335,"content":872},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fopen-graph-3-ways-to-capture-market-share.png?auto=compress%2Cformat&q=90",{"property":338,"content":339},{"property":341,"content":342},{"property":344,"content":62},{"property":187,"content":4},{"property":347,"content":348},{"property":350,"content":872},{"property":352,"content":353},{"property":355,"content":356},{"@context":358,"@graph":882},[883,894,900,903,910,914,932],{"@type":297,"@id":884,"isPartOf":885,"author":886,"headline":140,"datePublished":868,"dateModified":870,"mainEntityOfPage":887,"wordCount":888,"publisher":889,"image":890,"thumbnailUrl":892,"articleSection":893,"inLanguage":312},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmaximising-paid-media-performance\u002F#article",{"@id":859},{"name":4,"@id":364},{"@id":859},1990,{"@id":368},{"@id":891},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmaximising-paid-media-performance\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fpexels-nataliya-vaitkevich-6214479-scaled.jpg?auto=compress%2Cformat&q=90",[150,30,796,847,174,851],{"@type":374,"@id":859,"url":859,"name":853,"isPartOf":895,"primaryImageOfPage":896,"image":897,"thumbnailUrl":892,"datePublished":868,"dateModified":870,"description":773,"breadcrumb":898,"inLanguage":381},{"@id":376},{"@id":891},{"@id":891},{"@id":899},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmaximising-paid-media-performance\u002F#breadcrumb",{"@type":383,"inLanguage":312,"@id":891,"url":892,"contentUrl":892,"width":901,"height":902},2333,3500,{"@type":387,"@id":899,"itemListElement":904},[905,906,907,909],{"@type":390,"position":156,"name":193,"item":391},{"@type":390,"position":393,"name":246,"item":394},{"@type":390,"position":396,"name":796,"item":908},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fecommerce\u002F",{"@type":390,"position":399,"name":140},{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":911,"inLanguage":312,"potentialAction":912},{"@id":403},{"@type":405,"target":913,"query-input":409},{"@type":407,"urlTemplate":408},{"@type":411,"@id":403,"name":324,"url":391,"logo":915,"image":417,"sameAs":916,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":917,"location":918,"areaServed":928},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},[919,922,925],{"@type":438,"name":439,"geo":920,"address":921,"photo":417,"telephone":445},{"@type":441,"latitude":442,"longitude":443},{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},{"@type":438,"name":447,"geo":923,"address":924,"photo":456,"telephone":457},{"@type":441,"latitude":449,"longitude":450},{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},{"@type":438,"name":459,"geo":926,"address":927},{"@type":441,"latitude":461,"longitude":462},{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},[929,930,931],{"@type":471,"name":472},{"@type":471,"name":474},{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":933,"description":481,"sameAs":934,"url":208},{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},[204,483],{"self":936,"collection":941,"about":943,"author":945,"replies":947,"version-history":950,"predecessor-version":954,"wp:featuredmedia":958,"wp:attachment":961,"wp:term":964,"curies":971},[937],{"href":938,"targetHints":939},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18541",{"allow":940},[490,491,492,493,494],[942],{"href":497},[944],{"href":500},[946],{"embeddable":110,"href":503},[948],{"embeddable":110,"href":949},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=18541",[951],{"count":952,"href":953},15,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18541\u002Frevisions",[955],{"id":956,"href":957},31762,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18541\u002Frevisions\u002F31762",[959],{"embeddable":110,"href":960},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F18567",[962],{"href":963},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=18541",[965,967,969],{"taxonomy":522,"embeddable":110,"href":966},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=18541",{"taxonomy":525,"embeddable":110,"href":968},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=18541",{"taxonomy":187,"embeddable":110,"href":970},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=18541",[972],{"name":531,"href":532,"templated":110},{"id":974,"date":975,"date_gmt":975,"guid":976,"modified":155,"modified_gmt":155,"slug":978,"status":19,"type":115,"link":154,"title":979,"content":980,"excerpt":982,"author":221,"featured_media":983,"comment_status":984,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":985,"categories":986,"collections":988,"coauthors":989,"class_list":990,"acf":993,"head_links":994,"breadcrumbs":995,"url_path":154,"search_description":1000,"featured_image_urls":1001,"authors":1033,"type_nicename":297,"reading_minutes":156,"category":1045,"yoast_title":1048,"yoast_meta":1049,"yoast_json_ld":1075,"_links":1133},5618,"2020-09-04T11:14:22",{"rendered":977},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F","best-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020",{"rendered":152},{"rendered":981,"protected":219},"\n\u003Cp>We’re absolutely thrilled to announce we have been named \u003Cstrong>Best Large \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> Agency in Europe\u003C\u002Fstrong> at the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feuropeansearchawards.com\u002F2020-winners\u002F\">European Search Awards 2020\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s always an incredible feeling to even be shortlisted for awards like these, so to win is a humbling experience. While we recognise that awards aren’t everything (we’d much rather have fantastic client results than trophies, of course), we also know that winning these awards can help give you, our clients and our potential clients, the reassurance that we really know our stuff.\u003C\u002Fp>\n\n\n\n\u003Cp>The European Search Awards are entered by agencies and brands across Europe and recognise the very best of the best in terms of creativity, innovation, technical excellence and return on investment.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like to learn more about the work we’ve been doing in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC team\u003C\u002Fa> that’s got us to this point, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">Portfolio\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to speak to one of our specialist team about how we can help you.\u003C\u002Fp>\n\n\n\n\u003Cp>In the meantime, we also want to say a massive congratulations to all of the brands and agencies who won and who were shortlisted at the EU Search Awards last night. Hopefully we’ll all be back together to celebrate in person for 2021…\u003C\u002Fp>\n",{"rendered":153,"protected":219},7755,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":219,"footnotes":5},[987,778],44,[],[231],[991,115,234,235,236,237,238,992,787],"post-5618","category-our-news",[],[],[996,997,998,999],{"path":192,"name":193},{"path":245,"name":246},{"path":161,"name":162},{"path":201,"name":152},"We’re absolutely thrilled to announce we have been named Best Large PPC Agency in Europe at the European Search Awards 2020. It’s always an incredible feeling to even be shortlisted for awards like these, so to win is a humbling experience. While we recognise that awards aren’t everything (we’d much rather have fantastic client results […]",{"thumbnail":1002,"medium":1003,"medium_large":1005,"large":1007,"1536x1536":1009,"2048x2048":1011,"post-thumbnail":1013,"12_col":1015,"default_landscape":1017,"default_portrait":1019,"6_col_and_margin_short":1021,"11_col_and_margin":1023,"9_col_rectangle":1025,"11_col":1027,"staff_image_696_600":1029,"rectangular_thumbnail":1031},{"url":157,"width":251,"height":251},{"url":1004,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=scale&h=83&q=90&w=200",{"url":1006,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=scale&h=320&q=90&w=768",{"url":1008,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1010,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=scale&h=640&q=90&w=1536",{"url":1012,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=scale&h=853&q=90&w=2048",{"url":1014,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1016,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1018,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1020,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1022,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1024,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1026,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1028,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1030,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1032,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1034],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":1035},{"full_bio":10,"job_title":11,"specialist_service_links":1036,"photo":1043},[1037,1039,1041],{"page":1038,"link_text":30},{"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},{"page":1040,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":1042,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":1044},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},[1046,1047],{"id":987,"name":162,"path":161},{"id":778,"name":174,"path":173},"Best Large PPC Agency in Europe: Impression Wins European Search Awards 2020 - Impression",[1050,1051,1052,1054,1055,1056,1057,1058,1059,1060,1061,1063,1065,1067,1068,1070,1071,1072,1073,1074],{"property":302,"content":1048},{"name":306,"content":307},{"property":207,"content":1053},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F",{"name":311,"content":651},{"property":314,"content":315},{"property":317,"content":1048},{"property":319,"content":1000},{"property":321,"content":1053},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":1062},"2020-09-04T11:14:22+00:00",{"property":332,"content":1064},"2022-02-07T16:48:15+00:00",{"property":335,"content":1066},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat",{"property":338,"content":339},{"property":341,"content":1069},500,{"property":344,"content":667},{"property":187,"content":4},{"property":347,"content":348},{"property":352,"content":353},{"property":355,"content":356},{"@context":358,"@graph":1076},[1077,1094,1100,1101,1108,1112,1130],{"@type":297,"@id":1078,"isPartOf":1079,"author":1080,"headline":152,"datePublished":1062,"dateModified":1064,"mainEntityOfPage":1081,"wordCount":1082,"commentCount":25,"publisher":1083,"image":1084,"thumbnailUrl":1086,"articleSection":1087,"inLanguage":312,"potentialAction":1088},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F#article",{"@id":1053},{"name":4,"@id":364},{"@id":1053},219,{"@id":368},{"@id":1085},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FN75CsVPZ-050720211625504243_european-search-award-winners.jpg?auto=compress%2Cformat&q=90",[162,174],[1089],{"@type":1090,"name":1091,"target":1092},"CommentAction","Comment",[1093],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F#respond",{"@type":374,"@id":1053,"url":1053,"name":1048,"isPartOf":1095,"primaryImageOfPage":1096,"image":1097,"thumbnailUrl":1086,"datePublished":1062,"dateModified":1064,"breadcrumb":1098,"inLanguage":381},{"@id":376},{"@id":1085},{"@id":1085},{"@id":1099},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbest-large-ppc-agency-in-europe-impression-wins-european-search-awards-2020\u002F#breadcrumb",{"@type":383,"inLanguage":312,"@id":1085,"url":1086,"contentUrl":1086,"width":339,"height":1069},{"@type":387,"@id":1099,"itemListElement":1102},[1103,1104,1105,1107],{"@type":390,"position":156,"name":193,"item":391},{"@type":390,"position":393,"name":246,"item":394},{"@type":390,"position":396,"name":162,"item":1106},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Four-news\u002F",{"@type":390,"position":399,"name":152},{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":1109,"inLanguage":312,"potentialAction":1110},{"@id":403},{"@type":405,"target":1111,"query-input":409},{"@type":407,"urlTemplate":408},{"@type":411,"@id":403,"name":324,"url":391,"logo":1113,"image":417,"sameAs":1114,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":1115,"location":1116,"areaServed":1126},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},[1117,1120,1123],{"@type":438,"name":439,"geo":1118,"address":1119,"photo":417,"telephone":445},{"@type":441,"latitude":442,"longitude":443},{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},{"@type":438,"name":447,"geo":1121,"address":1122,"photo":456,"telephone":457},{"@type":441,"latitude":449,"longitude":450},{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},{"@type":438,"name":459,"geo":1124,"address":1125},{"@type":441,"latitude":461,"longitude":462},{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},[1127,1128,1129],{"@type":471,"name":472},{"@type":471,"name":474},{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":1131,"description":481,"sameAs":1132,"url":208},{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},[204,483],{"self":1134,"collection":1139,"about":1141,"author":1143,"replies":1145,"version-history":1148,"predecessor-version":1151,"wp:featuredmedia":1155,"wp:attachment":1158,"wp:term":1161,"curies":1168},[1135],{"href":1136,"targetHints":1137},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5618",{"allow":1138},[490,491,492,493,494],[1140],{"href":497},[1142],{"href":500},[1144],{"embeddable":110,"href":503},[1146],{"embeddable":110,"href":1147},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5618",[1149],{"count":156,"href":1150},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5618\u002Frevisions",[1152],{"id":1153,"href":1154},14601,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5618\u002Frevisions\u002F14601",[1156],{"embeddable":110,"href":1157},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7755",[1159],{"href":1160},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5618",[1162,1164,1166],{"taxonomy":522,"embeddable":110,"href":1163},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5618",{"taxonomy":525,"embeddable":110,"href":1165},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5618",{"taxonomy":187,"embeddable":110,"href":1167},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5618",[1169],{"name":531,"href":532,"templated":110},{"id":1171,"date":1172,"date_gmt":1172,"guid":1173,"modified":167,"modified_gmt":167,"slug":1175,"status":19,"type":115,"link":166,"title":1176,"content":1177,"excerpt":1179,"author":221,"featured_media":1180,"comment_status":984,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":1181,"categories":1183,"collections":1184,"coauthors":1185,"class_list":1186,"acf":1189,"head_links":1190,"breadcrumbs":1191,"url_path":166,"search_description":1182,"featured_image_urls":1198,"authors":1230,"type_nicename":297,"reading_minutes":168,"category":1242,"yoast_title":1245,"yoast_meta":1246,"yoast_json_ld":1273,"_links":1328},5224,"2020-04-22T09:39:34",{"rendered":1174},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F","why-im-excited-about-google-shoppings-free-listings",{"rendered":164},{"rendered":1178,"protected":219},"\n\u003Cp>Within a couple of hours of Google announcing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fin-major-shift-google-shopping-opens-up-to-free-product-listings-333288\">free listings within Google Shopping\u003C\u002Fa>, I received 23 individual messages… \u003C\u002Fp>\n\n\n\n\u003Cp>Apparently, I’ve built up a reputation for being a massive Shopping Ads nerd? I’m sorry to spoil the “cool” image most people have of me… it’s true, I love it. \u003C\u002Fp>\n\n\n\n\u003Cp>Most messages were from concerned PPC-folk, panicking about the potential loss in revenue for their clients. I’ve considered the changes, had a good night’s sleep and have now arrived at the natural conclusion – I’m positively stoked for the change. \u003C\u002Fp>\n\n\n\n\u003Cp>Google Shopping is becoming freemium. As a paid marketing team, we stand to lose a few paid clicks, so why am I so excited?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"more-complete-product-choice-more-visitors-to-google-shopping\">\u003Cstrong>More complete product choice, more visitors to Google Shopping\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Yes we’ll lose a few paid clicks, in the \u003Cem>short term.\u003C\u002Fem> \u003C\u002Fp>\n\n\n\n\u003Cp>However, with a more complete catalog, the overall number of clicks will increase in time, and we should see paid clicks return to greater levels but a smaller overall percentage. \u003C\u002Fp>\n\n\n\n\u003Cp>In time, users will come to find the product choice incomparable even to Amazon. Brands and retailers will instinctively start to upload their catalogues – some “hoping for the best” and not paying too much attention, others taking the time to see it as a core channel. \u003C\u002Fp>\n\n\n\n\u003Cp>Whether you’re searching for books, clothes, electronics or handcrafted garden sculptures  – you’ll find the largest range on Google Shopping. \u003C\u002Fp>\n\n\n\n\u003Cp>Even in the short term, my estimate is that between 5-15% of clicks occur in the Shopping tab (I’m basing this on anecdotal evidence only, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPPCKirk\u002Fstatus\u002F1252608689023840257?s=20\">sorry Kirk\u003C\u002Fa>). This will vary depending on the vertical – fashion will be higher, for example. Unfortunately, we don’t get to see this data in Google Ads. Hopefully someone has been able to gather info about this now? Please share with me if you do. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, even on the Shopping tab – there will still be ads. You won’t lose your Shopping traffic overnight, take a deep breath. \u003C\u002Fp>\n\n\n\n\u003Cp>Longer-term, Google will be making moves to make it easier\u002Fpossible to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fshopping\u002Ffind-best-prices-and-places-buy-google-shopping\u002F\">buy through Google Shopping\u003C\u002Fa> (not in the UK yet) and that’s where the fun will really start. Expect traffic to ramp up further, sales directly through the platform, and Google Shopping really starting to compete with Amazon as a one-stop shop. \u003C\u002Fp>\n\n\n\n\u003Cp>Is it too much of a conspiracy to consider that Google has announced this news at a time when people are shopping online more than ever, and Amazon has reduced its Google spend? Maybe I need my tin-foil hat. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"low-barrier-to-entry-more-entries\">\u003Cstrong>Low barrier to entry, more entries\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Many awesome brands and retailers are still not using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google Shopping\u003C\u002Fa>, despite the demonstrated benefits.\u003C\u002Fp>\n\n\n\n\u003Cp>This is often attributed to the difficulty getting stakeholder buy-in to pay for the traffic, or the perceived complexity around setting up a Shopping feed. Particularly for smaller advertisers. \u003C\u002Fp>\n\n\n\n\u003Cp>With free visibility and revenue available now, many will be entering the market and finding it easy to generate revenue. The next logical step? Introduce ads. This will mean increased advertising spend invested in the long term, much as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmarketingland.com\u002Famazons-booming-ad-business-grew-by-40-in-2019-275312\">Amazon Ads continues to grow\u003C\u002Fa>, despite it being free to list products.   \u003C\u002Fp>\n\n\n\n\u003Cp>Setting up a basic Shopping feed is actually easier than it has ever been, so inexperienced marketers should not be afraid to dive straight in. They even have direct integrations with Shopify, WooCommerce and BigCommerce now, which is a gift considering you had to manually build them when I started… \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re an ecommerce business that wants to get started, particularly at this challenging time, drop me a note \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fdigital_liam\">@Digital_Liam\u003C\u002Fa> on Twitter and I’ll give you a hand. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"hard-earned-skills-in-product-feed-optimisation-are-more-valuable-than-ever\">\u003Cstrong>Hard-earned skills in product feed optimisation are more valuable than ever\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’ve already invested your time into training, testing and tools to help you analyse and optimise product feeds, you’re already a step ahead in the race.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve been saying for a long time that the bid in Google Shopping is the smallest part of the battle. You can give a product the highest possible bid you can think of, but if your product data is garbage \u003Cem>you will not rank\u003C\u002Fem>. \u003C\u002Fp>\n\n\n\n\u003Cp>Feed optimisation has been a core part of our paid strategies for years, so we’re excited to use the skills outside of the paid sphere. My personal mantra is always that competition forces innovation, and this is one of those areas where we can gain a competitive advantage. Bring it on. \u003C\u002Fp>\n\n\n\n\u003Cp>On a sentimental note, I’m looking forward to collaborating closely with my pals in the world of organic traffic. It feels like we’ve been increasingly separated within the search results page over the past few years, with SERP features increasingly widening the gap between organic and paid listings. \u003C\u002Fp>\n\n\n\n\u003Cp>I’m expecting the free and paid Google Shopping ads to be integrated closely together, and for Google to make it very difficult to tell which are ads, and which are not!  \u003C\u002Fp>\n\n\n\n\u003Cp>To my organic friends, we shall bring the years of feed optimisation experience, if you shall bring your structured data. Though, in the words of my esteemed colleague Charlie Nornodge “I wouldn’t say it is organic, I’d say it is ‘free’” (he does love \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrightonseo-2019-charlie-norledge-whats-new-in-structured-data\u002F\">structured data\u003C\u002Fa> though). \u003C\u002Fp>\n\n\n\n\u003Cp>Quick hint – we’ve already seen paid Shopping benefits already from having structured data on site that closely matches our feed, likely owing to increased trust in data and relevancy. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"were-here-to-grow-businesses-not-to-increase-media-spend\">\u003Cstrong>We’re here to grow businesses, not to increase media spend\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Finally, the biggest benefit of all is that this will be good for businesses. \u003C\u002Fp>\n\n\n\n\u003Cp>I specialise in paid, but I am first and foremost a marketer with the task of increasing the levels of profitable revenue for my clients. \u003C\u002Fp>\n\n\n\n\u003Cp>So what if my percentage cut of the Google Shopping landscape decreases? It’s not mine, or anyone else’s to own. I definitely don’t want to hear any agencies moaning about this change – we have a gift here. Don’t @ me (please do).  \u003C\u002Fp>\n\n\n\n\u003Cp>To put this plainly, more users = more total clicks = more revenue to be gained overall. Yes, increased competition will give CPCs and conversion rates a kick (in opposite directions) but now is the time to get creative with your strategy, invest in feed optimisation and testing. \u003C\u002Fp>\n\n\n\n\u003Cp>The free clicks themselves will be a kick in the gut for the high cost of Amazon seller fees and we might even see these reduce if Google Shopping ramps up as much as we expect it to. \u003C\u002Fp>\n\n\n\n\u003Cp>We haven’t called it Froogle in a long time, but this is a smart move by Google. It’s good news for businesses, and ultimately great news for the consumer.\u003C\u002Fp>\n",{"rendered":165,"protected":219},7811,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1182,"inline_featured_image":219,"footnotes":5},"Google Shopping has announced free listings. As a paid marketing team, we stand to lose a few paid clicks, so why am I so excited?",[778,156],[],[231],[1187,115,234,235,236,237,238,787,1188],"post-5224","category-seo",[],[],[1192,1193,1194,1197],{"path":192,"name":193},{"path":245,"name":246},{"path":1195,"name":1196},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"path":201,"name":164},{"thumbnail":1199,"medium":1200,"medium_large":1202,"large":1204,"1536x1536":1206,"2048x2048":1208,"post-thumbnail":1210,"12_col":1212,"default_landscape":1214,"default_portrait":1216,"6_col_and_margin_short":1218,"11_col_and_margin":1220,"9_col_rectangle":1222,"11_col":1224,"staff_image_696_600":1226,"rectangular_thumbnail":1228},{"url":169,"width":251,"height":251},{"url":1201,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1203,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1205,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1207,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1209,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1211,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1213,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1215,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1217,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1219,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1221,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1223,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1225,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1227,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1229,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1231],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":1232},{"full_bio":10,"job_title":11,"specialist_service_links":1233,"photo":1240},[1234,1236,1238],{"page":1235,"link_text":30},{"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},{"page":1237,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":1239,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":1241},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},[1243,1244],{"id":778,"name":174,"path":173},{"id":156,"name":1196,"path":1195},"Why I'm excited about free listings in Google Shopping - Impression",[1247,1248,1249,1250,1252,1253,1254,1255,1256,1257,1258,1259,1261,1263,1265,1266,1268,1269,1270,1271,1272],{"property":302,"content":1245},{"property":304,"content":1182},{"name":306,"content":307},{"property":207,"content":1251},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F",{"name":311,"content":651},{"property":314,"content":315},{"property":317,"content":1245},{"property":319,"content":1182},{"property":321,"content":1251},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":1260},"2020-04-22T09:39:34+00:00",{"property":332,"content":1262},"2025-03-19T11:41:07+00:00",{"property":335,"content":1264},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504511_manuel-nageli-p60mNTW5glI-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",{"property":338,"content":663},{"property":341,"content":1267},1707,{"property":344,"content":667},{"property":187,"content":4},{"property":347,"content":348},{"property":352,"content":353},{"property":355,"content":356},{"@context":358,"@graph":1274},[1275,1289,1295,1296,1303,1307,1325],{"@type":297,"@id":1276,"isPartOf":1277,"author":1278,"headline":164,"datePublished":1260,"dateModified":1262,"mainEntityOfPage":1279,"wordCount":1280,"commentCount":25,"publisher":1281,"image":1282,"thumbnailUrl":1264,"articleSection":1284,"inLanguage":312,"potentialAction":1285},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F#article",{"@id":1251},{"name":4,"@id":364},{"@id":1251},1146,{"@id":368},{"@id":1283},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F#primaryimage",[174,1196],[1286],{"@type":1090,"name":1091,"target":1287},[1288],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F#respond",{"@type":374,"@id":1251,"url":1251,"name":1245,"isPartOf":1290,"primaryImageOfPage":1291,"image":1292,"thumbnailUrl":1264,"datePublished":1260,"dateModified":1262,"description":1182,"breadcrumb":1293,"inLanguage":381},{"@id":376},{"@id":1283},{"@id":1283},{"@id":1294},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwhy-im-excited-about-google-shoppings-free-listings\u002F#breadcrumb",{"@type":383,"inLanguage":312,"@id":1283,"url":1264,"contentUrl":1264,"width":663,"height":1267},{"@type":387,"@id":1294,"itemListElement":1297},[1298,1299,1300,1302],{"@type":390,"position":156,"name":193,"item":391},{"@type":390,"position":393,"name":246,"item":394},{"@type":390,"position":396,"name":1196,"item":1301},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@type":390,"position":399,"name":164},{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":1304,"inLanguage":312,"potentialAction":1305},{"@id":403},{"@type":405,"target":1306,"query-input":409},{"@type":407,"urlTemplate":408},{"@type":411,"@id":403,"name":324,"url":391,"logo":1308,"image":417,"sameAs":1309,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":1310,"location":1311,"areaServed":1321},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},[1312,1315,1318],{"@type":438,"name":439,"geo":1313,"address":1314,"photo":417,"telephone":445},{"@type":441,"latitude":442,"longitude":443},{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},{"@type":438,"name":447,"geo":1316,"address":1317,"photo":456,"telephone":457},{"@type":441,"latitude":449,"longitude":450},{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},{"@type":438,"name":459,"geo":1319,"address":1320},{"@type":441,"latitude":461,"longitude":462},{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},[1322,1323,1324],{"@type":471,"name":472},{"@type":471,"name":474},{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":1326,"description":481,"sameAs":1327,"url":208},{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},[204,483],{"self":1329,"collection":1334,"about":1336,"author":1338,"replies":1340,"version-history":1343,"predecessor-version":1346,"wp:featuredmedia":1350,"wp:attachment":1353,"wp:term":1356,"curies":1363},[1330],{"href":1331,"targetHints":1332},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5224",{"allow":1333},[490,491,492,493,494],[1335],{"href":497},[1337],{"href":500},[1339],{"embeddable":110,"href":503},[1341],{"embeddable":110,"href":1342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5224",[1344],{"count":393,"href":1345},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5224\u002Frevisions",[1347],{"id":1348,"href":1349},32612,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5224\u002Frevisions\u002F32612",[1351],{"embeddable":110,"href":1352},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7811",[1354],{"href":1355},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5224",[1357,1359,1361],{"taxonomy":522,"embeddable":110,"href":1358},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5224",{"taxonomy":525,"embeddable":110,"href":1360},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5224",{"taxonomy":187,"embeddable":110,"href":1362},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5224",[1364],{"name":531,"href":532,"templated":110},{"id":1366,"date":1367,"date_gmt":1367,"guid":1368,"modified":179,"modified_gmt":179,"slug":1370,"status":19,"type":115,"link":178,"title":1371,"content":1372,"excerpt":1374,"author":221,"featured_media":1375,"comment_status":984,"ping_status":20,"sticky":219,"template":5,"format":223,"meta":1376,"categories":1377,"collections":1378,"coauthors":1379,"class_list":1380,"acf":1382,"head_links":1383,"breadcrumbs":1384,"url_path":178,"search_description":1389,"featured_image_urls":1390,"authors":1422,"type_nicename":297,"reading_minutes":180,"category":1434,"yoast_title":1436,"yoast_meta":1437,"yoast_json_ld":1462,"_links":1517},5890,"2020-01-21T09:45:00",{"rendered":1369},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F","the-basics-of-ppc-advertising",{"rendered":176},{"rendered":1373,"protected":219},"\n\u003Cp>PPC stands for \u003Cem>pay per click\u003C\u002Fem> and is the term used to refer to paid advertising on the internet, usually through Google Ads or Bing Ads.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> is one part of the wider area of \u003Cem>paid search marketing\u003C\u002Fem>, which today encompasses \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa>, remarketing, Google Shopping and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">social media advertising\u003C\u002Fa>, too. PPC is used by both B2B and B2C businesses to drive new leads and generate sales.\u003C\u002Fp>\n\n\n\n\u003Cp>The most relevant PPC option for you depends on what you’re selling and who you’re selling it to. A fashion store opening a new branch may want to target young people living in that city via Facebook, using their ‘likes’ to identify potential customers. A plumber operating within a local area will get the best results with a simple paid search. A car dealer might use display advertising to build awareness of their brand until customers are ready to make that big, one-off purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>Although each search and social platform is different, a successful campaign will always depend on four things:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The overarching strategy, including platforms and budgets\u003C\u002Fli>\n\n\n\n\u003Cli>The structure and optimisation of the campaign\u003C\u002Fli>\n\n\n\n\u003Cli>The targeting of the ad and its relevance to the user\u003C\u002Fli>\n\n\n\n\u003Cli>The quality of an ad and its click-through rate\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ppc-options\">PPC Options\u003C\u002Fh2>\n\n\n\n\u003Cp>PPC is an ever-evolving discipline and there are many ways to pay to advertise your business across the web in this way. Here are the main options available to you:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"search-network-adverts\">Search Network Adverts\u003C\u002Fh3>\n\n\n\n\u003Cp>The most used of the PPC techniques, adverts on the search network are normally managed through Google Ad or Bing Ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Paid links will appear at the top and in the right-hand sidebar of the search results page and are (subtly) flagged up as ads. Google Ad – by far the most popular advertising network for paid search marketing, gives you just 95 characters to attract those clicks. It’s split over four lines, with an allowance of 25 characters for the headline hyperlink, 35 each for the first and second line of descriptive text, and 35 for the URL.\u003C\u002Fp>\n\n\n\n\u003Cp>You’ll pay a set amount very time someone clicks these links. That amount depends on several factors, including the popularity of the keyword you’re targeting, the quality of your ad and how well optimised your campaign is.\u003C\u002Fp>\n\n\n\n\u003Cp>In a traditional pay-per-click campaign, competitors will typically bid on a keyword, and an algorithm will then calculate the ranking order of the ads. The ad’s position will typically be calculated using the bid, the quality score and a range of other factors.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"display-network-adverts\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">Display Network Adverts\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The Google Display Network (GDN) makes it possible to advertise on a huge range of relevant websites, reaching over 80% of internet users. The network supports text and image ads, including animated flash.\u003C\u002Fp>\n\n\n\n\u003Cp>You may have seen display adverts when you’re browsing the web; they are usually banners using an image or text, and include the ‘AdSense’ logo. You’re seeing these ads because the advertiser has either specified the exact website they want the ads to show on, or the type of site.\u003C\u002Fp>\n\n\n\n\u003Cp>Like most things Google do, the GDN is clever. It analyses the content on a page and automatically includes your ad (based on your selected keywords) if relevant. Rather than pay per click, you usually buy placements on a cost-per-thousand (CPM) basis, meaning you pay for every thousand times your ad appears.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">Learn more about display advertising here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"social-media-advertising\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Social media advertising\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Social media advertising is perhaps the most exciting of the PPC opportunities purely due to the amount of information that social networks hold about their users.\u003C\u002Fp>\n\n\n\n\u003Cp>Facebook offers paid advertising opportunities in the form of its sponsored content, which appears in the user’s news feed, boosted posts, which send your existing updates to more people, and plain adverts, which appear alongside the news feed. Facebook tends to work particularly well for B2C businesses, as people are more likely to align themselves with consumer brands on Facebook than they are to ‘like’ more B2B style products.\u003C\u002Fp>\n\n\n\n\u003Cp>LinkedIn is known as the ‘business network’ and has well over 10 million users in the UK alone. Advertisers can target their ads to people based on their location, business they work for, job title, skills and lots more, meaning you can be quite specific in the audience you reach. Like Facebook, LinkedIn ads can be plain ads alongside the news feed, or posted in the news feed itself through sponsored content.\u003C\u002Fp>\n\n\n\n\u003Cp>Twitter is a fast paced social network where new posts are constantly updated, meaning advertisers have a very short period of time to get people’s attention. Promoted tweets are difficult to get a return on for this reason, but by offering something of value through your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">Twitter ads\u003C\u002Fa>, you can reach a lot of people.\u003C\u002Fp>\n\n\n\n\u003Cp>With YouTube, there’s the choice of showing a video ad before the video the viewer has chosen to watch (known as pre-roll) and TrueView – where the viewer has the option to watch your content, and you only pay when they do. Google’s video ad targeting lets you target certain customer groups across both YouTube and the GDN.\u003C\u002Fp>\n\n\n\n\u003Cp>Pinterest is a particularly exciting channel for ecommerce brands, as it allows advertisers to embed product and purchase information into their Pinterest pins (images).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Learn more about social media advertising here.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-pros-and-cons-of-paid-search-marketing\">\u003Cstrong>The pros and cons of paid search marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"advantages\">Advantages\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>It’s great if you need to see results quickly. Unlike organic search results (SEO), which can take several months to make an impact on the SERPs.\u003C\u002Fli>\n\n\n\n\u003Cli>It’s scaleable – you can increase or reduce campaigns, or toggle them on and off completely, according to need. You have complete control.\u003C\u002Fli>\n\n\n\n\u003Cli>It makes targeting a breeze. From the location to the age of your target audience, you get to choose exactly who sees your ads.\u003C\u002Fli>\n\n\n\n\u003Cli>It’s also one of the most measurable digital channels available. You can tell exactly which keywords generate the highest sales or ROI.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"disadvantages\">Disadvantages\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Once you halt a campaign, the benefits stop straight away. It’s a more short-term solution than SEO.\u003C\u002Fli>\n\n\n\n\u003Cli>Success comes at a cost. To get top ranking positions for competitive phrases, you have to be prepared to pay for it.\u003C\u002Fli>\n\n\n\n\u003Cli>Research shows that most people understand the difference between organic and paid search results, and place greater trust in the organic results. It’s estimated that 80% of the available clicks on each search result page are won by SEO.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"best-of-both-balancing-ppc-and-seo\">Best of both: balancing PPC and SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>For most businesses, the ideal solution will be to use a combination of PPC and SEO. Both have their advantages and their limitations and one will make up for the other’s shortcomings. There’s an extra advantage to using both, in that you can apply your learnings from one campaign to the other. And if you’re doing well organically, you can choose to temporarily turn down your PPC spend.\u003C\u002Fp>\n\n\n\n\u003Cp>As we’ve mentioned, organic search results can be perceived as more trustworthy by viewers. But even if you’re dominating the results pages for a keyword query by SEO alone, it’s a mistake to ignore paid search. Research suggests that the two have a closer relationship than you might think, and that the absence of a paid-for link can actually reduce the click-through rate of the organic listing. This might be because people expect the most dominant website to have a paid link as well as an organic one. Seeing your company come up in the results twice reinforces the relevance of your website and means people subconsciously attach more authority to your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fppc-seo\u002F\">Learn more about what PPC can do for your SEO here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-partner-and-bing-ads-accreditation\">Google Partner and Bing Ads Accreditation\u003C\u002Fh2>\n\n\n\n\u003Cp>When choosing a PPC \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Ffeed-management\u002F\">feed management\u003C\u002Fa> agency to help you with your PPC, it’s worth looking out for accreditations that indicate the agency’s experience and skill.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has its own set of exams which PPC managers can take to build their skills and gain qualifications. The Impression team has undertaken these exams, making us Google Ad certified. As an agency, we are also a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout-us\u002Fgoogle-partner-agency\u002F\">Google Partner\u003C\u002Fa>, meaning we keep our accreditations up to date and we have proven our management skills through various criteria set by Google and exemplified through the accounts we already managed.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing also offers certifications in the form of the Bing Ads exams. \u003C\u002Fp>\n",{"rendered":177,"protected":219},7859,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":219,"footnotes":5},[778],[],[231],[1381,115,234,235,236,237,238,787],"post-5890",[],[],[1385,1386,1387,1388],{"path":192,"name":193},{"path":245,"name":246},{"path":173,"name":174},{"path":201,"name":176},"PPC stands for pay per click and is the term used to refer to paid advertising on the internet, usually through Google Ads or Bing Ads. PPC is one part of the wider area of paid search marketing, which today encompasses display advertising, remarketing, Google Shopping and social media advertising, too. PPC is used by both B2B and B2C businesses to […]",{"thumbnail":1391,"medium":1392,"medium_large":1394,"large":1396,"1536x1536":1398,"2048x2048":1400,"post-thumbnail":1402,"12_col":1404,"default_landscape":1406,"default_portrait":1408,"6_col_and_margin_short":1410,"11_col_and_margin":1412,"9_col_rectangle":1414,"11_col":1416,"staff_image_696_600":1418,"rectangular_thumbnail":1420},{"url":181,"width":251,"height":251},{"url":1393,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1395,"width":75,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1397,"width":258,"height":259},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1399,"width":81,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1401,"width":84,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1403,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1405,"width":90,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1407,"width":93,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1409,"width":67,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1411,"width":87,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1413,"width":97,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1415,"width":99,"height":100},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1417,"width":102,"height":91},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1419,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1421,"width":105,"height":106},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1423],{"id":221,"path":286,"display_name":4,"job_title":11,"description":6,"avatar_url":124,"acf":1424},{"full_bio":10,"job_title":11,"specialist_service_links":1425,"photo":1432},[1426,1428,1430],{"page":1427,"link_text":30},{"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},{"page":1429,"link_text":35},{"ID":33,"post_author":16,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":25,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"page":1431,"link_text":51},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":5,"post_title":45,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":46,"to_ping":5,"pinged":5,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":5,"post_parent":48,"guid":49,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":50},{"ID":53,"id":53,"title":54,"filename":55,"filesize":25,"url":56,"link":57,"alt":5,"author":58,"description":5,"caption":5,"name":59,"status":60,"uploaded_to":25,"date":61,"modified":61,"menu_order":25,"mime_type":62,"type":63,"subtype":64,"icon":65,"width":66,"height":67,"sizes":1433},{"thumbnail":69,"thumbnail-width":70,"thumbnail-height":70,"medium":71,"medium-width":72,"medium-height":73,"medium_large":74,"medium_large-width":75,"medium_large-height":76,"large":77,"large-width":78,"large-height":79,"1536x1536":80,"1536x1536-width":81,"1536x1536-height":82,"2048x2048":83,"2048x2048-width":84,"2048x2048-height":85,"post-thumbnail":86,"post-thumbnail-width":87,"post-thumbnail-height":88,"12_col":89,"12_col-width":90,"12_col-height":91,"default_landscape":92,"default_landscape-width":93,"default_landscape-height":67,"default_portrait":94,"default_portrait-width":67,"default_portrait-height":93,"6_col_and_margin_short":95,"6_col_and_margin_short-width":87,"6_col_and_margin_short-height":91,"11_col_and_margin":96,"11_col_and_margin-width":97,"11_col_and_margin-height":91,"9_col_rectangle":98,"9_col_rectangle-width":99,"9_col_rectangle-height":100,"11_col":101,"11_col-width":102,"11_col-height":91,"staff_image_696_600":103,"staff_image_696_600-width":66,"staff_image_696_600-height":67,"rectangular_thumbnail":104,"rectangular_thumbnail-width":105,"rectangular_thumbnail-height":106},[1435],{"id":778,"name":174,"path":173},"The Basics of PPC Advertising - Impression",[1438,1439,1440,1442,1443,1444,1445,1446,1447,1448,1449,1451,1453,1455,1456,1457,1458,1459,1460,1461],{"property":302,"content":1436},{"name":306,"content":307},{"property":207,"content":1441},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F",{"name":311,"content":651},{"property":314,"content":315},{"property":317,"content":1436},{"property":319,"content":1389},{"property":321,"content":1441},{"property":323,"content":324},{"property":326,"content":327},{"property":329,"content":1450},"2020-01-21T09:45:00+00:00",{"property":332,"content":1452},"2025-03-13T14:59:22+00:00",{"property":335,"content":1454},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625506271_pexels-lex-photography-1109543-scaled.jpg?auto=compress%2Cformat&q=90",{"property":338,"content":663},{"property":341,"content":1267},{"property":344,"content":667},{"property":187,"content":4},{"property":347,"content":348},{"property":352,"content":353},{"property":355,"content":356},{"@context":358,"@graph":1463},[1464,1478,1484,1485,1492,1496,1514],{"@type":297,"@id":1465,"isPartOf":1466,"author":1467,"headline":176,"datePublished":1450,"dateModified":1452,"mainEntityOfPage":1468,"wordCount":1469,"commentCount":25,"publisher":1470,"image":1471,"thumbnailUrl":1454,"articleSection":1473,"inLanguage":312,"potentialAction":1474},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F#article",{"@id":1441},{"name":4,"@id":364},{"@id":1441},1402,{"@id":368},{"@id":1472},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F#primaryimage",[174],[1475],{"@type":1090,"name":1091,"target":1476},[1477],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F#respond",{"@type":374,"@id":1441,"url":1441,"name":1436,"isPartOf":1479,"primaryImageOfPage":1480,"image":1481,"thumbnailUrl":1454,"datePublished":1450,"dateModified":1452,"breadcrumb":1482,"inLanguage":381},{"@id":376},{"@id":1472},{"@id":1472},{"@id":1483},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F#breadcrumb",{"@type":383,"inLanguage":312,"@id":1472,"url":1454,"contentUrl":1454,"width":663,"height":1267},{"@type":387,"@id":1483,"itemListElement":1486},[1487,1488,1489,1491],{"@type":390,"position":156,"name":193,"item":391},{"@type":390,"position":393,"name":246,"item":394},{"@type":390,"position":396,"name":174,"item":1490},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@type":390,"position":399,"name":176},{"@type":401,"@id":376,"url":391,"name":324,"description":5,"publisher":1493,"inLanguage":312,"potentialAction":1494},{"@id":403},{"@type":405,"target":1495,"query-input":409},{"@type":407,"urlTemplate":408},{"@type":411,"@id":403,"name":324,"url":391,"logo":1497,"image":417,"sameAs":1498,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428,"address":1499,"location":1500,"areaServed":1510},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},[1501,1504,1507],{"@type":438,"name":439,"geo":1502,"address":1503,"photo":417,"telephone":445},{"@type":441,"latitude":442,"longitude":443},{"@type":430,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":435},{"@type":438,"name":447,"geo":1505,"address":1506,"photo":456,"telephone":457},{"@type":441,"latitude":449,"longitude":450},{"@type":430,"streetAddress":452,"addressLocality":453,"addressRegion":454,"postalCode":455,"addressCountry":435},{"@type":438,"name":459,"geo":1508,"address":1509},{"@type":441,"latitude":461,"longitude":462},{"@type":430,"streetAddress":464,"addressLocality":465,"addressRegion":466,"postalCode":467,"addressCountry":468},[1511,1512,1513],{"@type":471,"name":472},{"@type":471,"name":474},{"@type":471,"name":468},{"@type":477,"@id":478,"name":4,"image":1515,"description":481,"sameAs":1516,"url":208},{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},[204,483],{"self":1518,"collection":1523,"about":1525,"author":1527,"replies":1529,"version-history":1532,"predecessor-version":1535,"wp:featuredmedia":1539,"wp:attachment":1542,"wp:term":1545,"curies":1552},[1519],{"href":1520,"targetHints":1521},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890",{"allow":1522},[490,491,492,493,494],[1524],{"href":497},[1526],{"href":500},[1528],{"embeddable":110,"href":503},[1530],{"embeddable":110,"href":1531},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5890",[1533],{"count":396,"href":1534},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890\u002Frevisions",[1536],{"id":1537,"href":1538},32517,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890\u002Frevisions\u002F32517",[1540],{"embeddable":110,"href":1541},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7859",[1543],{"href":1544},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5890",[1546,1548,1550],{"taxonomy":522,"embeddable":110,"href":1547},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5890",{"taxonomy":525,"embeddable":110,"href":1549},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5890",{"taxonomy":187,"embeddable":110,"href":1551},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5890",[1553],{"name":531,"href":532,"templated":110},{"title":1555,"script":1556,"meta":1570,"link":1583},"Liam Wade | Chief Strategy Officer | Impression",[1557],{"type":1558,"key":1559,"innerHTML":1560},"application\u002Fld+json","yoast-json-ld",{"@context":358,"@graph":1561},[1562,1567],{"@id":478,"@type":477,"name":4,"url":-1,"sameAs":1563,"image":1564,"description":481,"jobTitle":11,"knowsAbout":1565,"hasCredential":5,"gender":5,"worksFor":1566},[204,483],{"@type":383,"inLanguage":312,"@id":480,"url":8,"contentUrl":8,"caption":4},"Digital Marketing, Paid Media, Measurement",{"@id":403},{"@type":411,"@id":403,"name":324,"url":391,"logo":1568,"image":417,"sameAs":1569,"@context":422,"email":423,"foundingDate":424,"legalName":425,"vatID":426,"description":427,"telephone":428},{"@type":383,"inLanguage":312,"@id":413,"url":414,"contentUrl":414,"width":415,"height":416,"caption":324},[419,420,421],[1571,1572,1573,1575,1576,1578,1579,1581,1582],{"name":306,"content":307},{"property":311,"content":651},{"property":314,"content":1574},"profile",{"property":317,"content":1555},{"property":321,"content":1577},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Fliam-wade\u002F",{"property":323,"content":324},{"property":335,"content":1580},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":347,"content":348},{"name":355,"content":356},[]]