[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fliam-wade\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":197,"head_links":200,"breadcrumbs":185,"posts":204,"pages":180,"head":1475},"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":181},"\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","2026-09-25 10:45:33",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":180},[114,128,140,151,163,172],{"type_key":115,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":125},"post","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",[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":127},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":115,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":137},"SMX Munich 2018: Advanced Shopping Campaigns","\u003Cp>Thanks to all who attended my talk on Advanced Shopping Campaigns. It was an absolute honour to speak alongside some of the finest minds in the industry.  In my presentation, I covered: Contextual Shopping Feeds Proactive RLSA Targeting Search Query Sculpting (Advanced). You can find and download the slides below: SMX Munich 2018 – In […]\u003C\u002Fp>\n","\u002Fblog\u002Fsmx-munich-2018-advanced-shopping\u002F","2022-02-07T16:48:31",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F35oxHEca-050720211625520998_Screen-Shot-2018-03-21-at-13.05.52.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136],{"name":4,"image":124},{"to":138,"name":139},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":115,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":149},"Microsoft acquires LinkedIn: Good news for advertisers?","\u003Cp>In a blog post on Monday, Microsoft announced that they had acquired LinkedIn for a reported $26.2 billion. Current Microsoft CEO Satya Nadella wrote in a public email to employees about the benefits of combining Microsoft’s productivity and business tools with LinkedIn’s content network. Meanwhile, online advertisers like myself are anticipating – and wishing – for […]\u003C\u002Fp>\n","\u002Fblog\u002Fmicrosoft-acquires-linkedin-good-news-advertisers\u002F","2022-02-07T16:48:43",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FgdI38Kiy-050720211625527324_Screen-Shot-2016-06-14-at-14.24.48.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":4,"image":124},{"to":150,"name":30},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":115,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":156,"image":157,"authors":158,"category":160},"Google Shopping’s GTIN requirements for 2016","\u003Cp>Sorry eCommerce managers, it’s going to require a bit of legwork. Have faith though, the benefits will be far greater than simply avoiding Google’s wrath. What’s the change? With the new SERP layout still ringing in our ears, you may have missed the other leap forward by Google, which will affect eCommerce businesses. They’ve recently announced […]\u003C\u002Fp>\n","\u002Fblog\u002Fgtin-required-google-shopping\u002F","2022-02-07T16:48:44",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FfHPAETPm-050720211625527690_drinks-supermarket-cans-beverage.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159],{"name":4,"image":124},{"to":161,"name":162},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":115,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":156,"image":168,"authors":169,"category":171},"The importance of Adwords ad copy","\u003Cp>When auditing a new client’s existing PPC account, we analyse at every level, ensuring that we understand precisely which elements are performing poorly and which areas are performing well. However, too often we find that the ad copy is one of the areas that is most often neglected. Why is my ad copy just as […]\u003C\u002Fp>\n","\u002Fblog\u002Fimportance-adwords-ad-copy\u002F","2022-02-07T16:48:46","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fkht3MrsD-050720211625528023_adwords-ad-copy.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[170],{"name":4,"image":124},{"to":126,"name":127},{"type_key":115,"title":173,"excerpt":174,"to":175,"postedAt":167,"readingTime":176,"image":5,"authors":177,"category":179},"What PPC can do for your SEO","\u003Cp>  While it’s true that the principles behind PPC and SEO are different, many businesses and agencies often make the mistake of planning completely different strategies for each channel. However, SEO and PPC share the same platform and user base – they are both elements of search engine marketing. Because of this, an integrated digital marketing […]\u003C\u002Fp>\n","\u002Fblog\u002Fppc-seo\u002F",4,[178],{"name":4,"image":124},{"to":126,"name":127},"3",{"type":182,"style":183,"title":184,"heading":4,"intro":10,"services":12,"breadcrumbs":185,"photo":69,"social":197},"author","dark","Meet the Team",[186,189,192,195],{"path":187,"name":188},"\u002F","Home",{"path":190,"name":191},"\u002Fabout\u002F","About Us",{"path":193,"name":194},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":196,"name":4},null,{"twitter":198,"linkedin":199},"https:\u002F\u002Ftwitter.com\u002FDigital_Liam","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fwadeliam\u002F",[201],{"rel":202,"href":203},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fliam-wade\u002F",[205,527,722,916,1112,1304],{"id":206,"date":207,"date_gmt":207,"guid":208,"modified":119,"modified_gmt":119,"slug":210,"status":19,"type":115,"link":118,"title":211,"content":212,"excerpt":215,"author":216,"featured_media":217,"comment_status":218,"ping_status":20,"sticky":214,"template":5,"format":219,"meta":220,"categories":221,"collections":223,"coauthors":224,"class_list":226,"acf":234,"head_links":235,"breadcrumbs":236,"url_path":118,"search_description":243,"featured_image_urls":244,"authors":279,"type_nicename":292,"reading_minutes":120,"category":293,"yoast_title":295,"yoast_meta":296,"yoast_json_ld":350,"_links":478},5890,"2020-01-21T09:45:00",{"rendered":209},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fthe-basics-of-ppc-advertising\u002F","the-basics-of-ppc-advertising",{"rendered":116},{"rendered":213,"protected":214},"\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",false,{"rendered":117,"protected":214},46,7859,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":214,"footnotes":5},[222],40,[],[225],171,[227,115,228,229,230,231,232,233],"post-5890","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[237,238,241,242],{"path":187,"name":188},{"path":239,"name":240},"\u002Fblog\u002F","Blog",{"path":126,"name":127},{"path":196,"name":116},"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 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In my spare time I like to collect stamps, count marbles and create intricate architectural sculptures out of wheat-based cereals. @Digital_Liam",[199,477],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FDigital_Liam",{"self":479,"collection":489,"about":492,"author":495,"replies":498,"version-history":501,"predecessor-version":504,"wp:featuredmedia":508,"wp:attachment":511,"wp:term":514,"curies":523},[480],{"href":481,"targetHints":482},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890",{"allow":483},[484,485,486,487,488],"GET","POST","PUT","PATCH","DELETE",[490],{"href":491},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[493],{"href":494},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[496],{"embeddable":110,"href":497},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F46",[499],{"embeddable":110,"href":500},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5890",[502],{"count":156,"href":503},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890\u002Frevisions",[505],{"id":506,"href":507},32517,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5890\u002Frevisions\u002F32517",[509],{"embeddable":110,"href":510},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7859",[512],{"href":513},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5890",[515,518,521],{"taxonomy":516,"embeddable":110,"href":517},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5890",{"taxonomy":519,"embeddable":110,"href":520},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5890",{"taxonomy":182,"embeddable":110,"href":522},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5890",[524],{"name":525,"href":526,"templated":110},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":528,"date":529,"date_gmt":529,"guid":530,"modified":132,"modified_gmt":132,"slug":532,"status":19,"type":115,"link":131,"title":533,"content":534,"excerpt":536,"author":216,"featured_media":537,"comment_status":218,"ping_status":218,"sticky":214,"template":5,"format":219,"meta":538,"categories":539,"collections":541,"coauthors":542,"class_list":543,"acf":546,"head_links":547,"breadcrumbs":548,"url_path":131,"search_description":553,"featured_image_urls":554,"authors":586,"type_nicename":292,"reading_minutes":133,"category":598,"yoast_title":601,"yoast_meta":602,"yoast_json_ld":629,"_links":685},3682,"2018-03-21T13:57:21",{"rendered":531},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsmx-munich-2018-advanced-shopping\u002F","smx-munich-2018-advanced-shopping",{"rendered":129},{"rendered":535,"protected":214},"\u003Cp>Thanks to all who attended my talk on Advanced Shopping Campaigns. It was an absolute honour to speak alongside some of the finest minds in the industry.  In my presentation, I covered:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Contextual Shopping Feeds\u003C\u002Fli>\n\u003Cli>Proactive RLSA Targeting\u003C\u002Fli>\n\u003Cli>Search Query Sculpting (Advanced).\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>You can find and download the slides below:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F8J0v8qmP9fbSHO\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"SMX Munich 2018 - In A Nutshell: Advanced Shopping Campaigns\" href=\"\u002F\u002Fwww.slideshare.net\u002FLiamWade1\u002Fsmx-munich-2018-in-a-nutshell-advanced-shopping-campaigns\" target=\"_blank\" rel=\"noopener\">SMX Munich 2018 – In A Nutshell: Advanced Shopping Campaigns\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FLiamWade1\" target=\"_blank\" rel=\"noopener\">Liam Wade\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Cp>I wanted to go through as much as possible in the short time I had, so if there’s not enough info in the deck, then you may find my slides from HeroConf last year equally useful (some of the same concepts, but there are areas that do not overlap in both!). You can find those slides \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fheroconf\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":130,"protected":214},8148,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":214,"footnotes":5},[540,222],44,[],[225],[544,115,228,229,230,231,232,545,233],"post-3682","category-our-news",[],[],[549,550,551,552],{"path":187,"name":188},{"path":239,"name":240},{"path":138,"name":139},{"path":196,"name":129},"Thanks to all who attended my talk on Advanced Shopping Campaigns. It was an absolute honour to speak alongside some of the finest minds in the industry.  In my presentation, I covered: Contextual Shopping Feeds Proactive RLSA Targeting Search Query Sculpting (Advanced). You can find and download the slides below: SMX Munich 2018 – In 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style=\"font-weight: 400;\">In a blog post on Monday, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fnews.microsoft.com\u002F2016\u002F06\u002F13\u002Fmicrosoft-to-acquire-linkedin\u002F#sm.0001bosc9owr3dgdtwz28liepc7zq\">\u003Cspan style=\"font-weight: 400;\">Microsoft announced that they had acquired LinkedIn for a reported $26.2 billion\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. Current Microsoft CEO Satya Nadella wrote in a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fnews.microsoft.com\u002F2016\u002F06\u002F13\u002Fsatya-nadella-email-to-employees-on-acquisition-of-linkedin\u002F#sm.0001bosc9owr3dgdtwz28liepc7zq\">\u003Cspan style=\"font-weight: 400;\">public email \u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">to employees about the benefits of combining Microsoft’s productivity and business tools with LinkedIn’s content network. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>Meanwhile, online advertisers like myself are anticipating – and wishing – for LinkedIn ads to merge with the Bing Ads platform. In this post, I take a stab at what I expect to emerge over the coming months.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftechcrunch.com\u002F2016\u002F05\u002F26\u002Ffacebook-starts-selling-offsite-ads-targeting-non-users-too\u002F\">\u003Cspan style=\"font-weight: 400;\">Facebook\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F2016\u002F05\u002Fads-and-analytics-innovations-for-a-mobile-first-world.html\">\u003Cspan style=\"font-weight: 400;\">Google\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> both expanding their display reach, Microsoft now has an opportunity to play catch up, gaining audience territory. The graphic below from a \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fncmedia.azureedge.net\u002Fncmedia\u002F2016\u002F06\u002Fmsft_announce_160613.pdf\">\u003Cspan style=\"font-weight: 400;\">Microsoft presentation\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, gives a brief glimpse of how the two newly acquainted companies stack up against each other. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cfigure style=\"width: 833px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2636 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FgeB0tj2I-Screen-Shot-2016-06-14-at-13.56.32.png?auto=compress%2Cformat&q=90\" alt=\"Microsoft vs LinkedIn\" width=\"833\" height=\"314\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Microsoft’s internal presentation describes the current lack of “one source of truth for an individual profile”, suggesting a stronger push toward user-based advertising.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fp>\n\u003Ch2 id=\"predictions\">Predictions\u003C\u002Fh2>\n\u003Cp>The implications for advertisers could mean for new targeting opportunities, ad formats, and evolving audience targeting that makes use of both platforms. My likely predictions (read: suggestions) include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Refined targeting options from LinkedIn being available in Bing Ads\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">For example, bid adjustments within search \u002F display ads for those users with a particular job title \u002F sector \u002F industry etc (much the same as audience building within the Google Display Network, or Facebook advertising).\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Search based advertising opportunities\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">It’s likely we’ll see new chances to advertise within LinkedIn search, with Bing search also tapping into the data available from LinkedIn.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli>\u003Cstrong>More opportunities for targeting users from within Cortana \u003C\u002Fstrong>(Microsoft’s ‘personal assistant’).\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>At this stage, speculation is the closest we’ll get to any more insight about the change. In any case, I anticipate the trend of all platforms branching out into user-based targeting to continue.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In other news, the merge has added more fire to the much-anticipated \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fmashable.com\u002F2016\u002F06\u002F13\u002Flinkedin-social-media-acquisitions\u002F?utm_cid=mash-com-Tw-main-link#JhgQG.b6Ukql\">\u003Cspan style=\"font-weight: 400;\">acquisition of Twitter\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, with many commentators waiting for Google to snap up the platform. Exciting times for digital marketers! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>(img source: officelovin.com)\u003C\u002Fp>\n",{"rendered":142,"protected":214},8370,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":214,"footnotes":5},[735],39,[],[225],[739,115,228,229,230,231,232,740],"post-2635","category-digital-marketing",[],[],[744,745,746,747],{"path":187,"name":188},{"path":239,"name":240},{"path":150,"name":30},{"path":196,"name":141},"In a blog post on Monday, Microsoft announced that they had acquired LinkedIn for a reported $26.2 billion. Current Microsoft CEO Satya Nadella wrote in a public email to employees about the benefits of combining Microsoft’s productivity and business tools with LinkedIn’s content network. Meanwhile, online advertisers like myself are anticipating – and wishing – for 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acquires LinkedIn: Good news for advertisers? - 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id=\"sorry-ecommerce-managers-its-going-to-require-a-bit-of-legwork-have-faith-though-the-benefits-will-be-far-greater-than-simply-avoiding-googles-wrath\">Sorry eCommerce managers, it’s going to require a bit of legwork. Have faith though, the benefits will be far greater than simply avoiding Google’s wrath.\u003C\u002Fh2>\n\u003Ch3 id=\"whats-the-change\">\u003Cspan style=\"font-weight: 400;\">What’s the change?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With the new SERP layout \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fadwords-remove-right-sidebar-ads\u002F\">still ringing in our ears\u003C\u002Fa>, you may have missed the other leap forward by Google, which will affect eCommerce businesses. They’ve\u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F6352134\">\u003Cspan style=\"font-weight: 400;\"> recently announced\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> that they will begin to \u003C\u002Fspan>\u003Cb>require GTIN numbers in Merchant Centre\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> feeds for all new, in stock products with GTINs assigned by the manufacturer. This means that all branded products in your inventory will be disapproved if they only contain a combination of ‘brand’ and ‘mpn’ attributes.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"whats-a-gtin\">\u003Cspan style=\"font-weight: 400;\">What’s a GTIN?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cb>GTIN stands for ‘Global Trade Item Number’, and represents a unique identifier set by the manufacturer.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> It’s more commonly known in the UK as the ‘barcode’, and comes in forms such as EAN, ISBN, UPC, JAN or ITF-14.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"how-long-do-i-have\">\u003Cspan style=\"font-weight: 400;\">How long do I have?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cb>From May 16th 2016, Google will begin to disapprove any products that either do not contain GTIN numbers, or have GTIN numbers that are incorrect. \u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Warnings have already begun to show within the diagnostics tab in Merchant Centre. Don’t be too happy if you’ve avoided these so far as they’re being rolled out gradually. It’s important to be proactive and get things sorted before the deadline.\u003C\u002Fp>\n\u003Ch3 id=\"what-if-my-products-dont-have-gtins\">\u003Cspan style=\"font-weight: 400;\">What if my products don’t have GTINs?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Lucky you! If you manufacturer the products yourself, or the manufacturer simply doesn’t assign GTINs to their products (less common than you may think – definitely ask!), simply set the field “identifier exists” in your feed to ‘False’. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"my-products-do-have-gtin-numbers-what-do-i-need-to-do\">\u003Cspan style=\"font-weight: 400;\">My products do have GTIN numbers – what do I need to do?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"text-decoration: underline;\">\u003Cb>Don’t \u003C\u002Fb>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">ignore Google’s warnings. \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp style=\"padding-left: 90px;\">\u003Cspan style=\"font-weight: 400;\">Your products will be disapproved.  Even if this is not immediately – they certainly will be eventually. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"text-decoration: underline;\">\u003Cb>Don’t \u003C\u002Fb>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">enter random numbers for your GTIN.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp style=\"padding-left: 90px;\">\u003Cspan style=\"font-weight: 400;\">Google will be cross-checking any feed GTINs against their database. If they don’t make the connection, your products \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">will\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> be disapproved. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan style=\"text-decoration: underline;\">\u003Cb>Do \u003C\u002Fb>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">be smart about getting your GTIN numbers\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch5 style=\"padding-left: 90px;\" style=\"padding-left: 90px;\" id=\"1-speak-to-your-supplier\">\u003Cb>1. Speak to your supplier\u003C\u002Fb>\u003C\u002Fh5>\n\u003Cp style=\"padding-left: 120px;\">\u003Cb> \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">If you can get a spreadsheet from them, it’s easy to match up products using VLOOKUP in excel and then using the export\u002Fimport product feature of your site platform.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch5 style=\"padding-left: 90px;\" style=\"padding-left: 90px;\" id=\"2-use-an-online-gtin-database\">\u003Cb>2. Use an online GTIN database\u003C\u002Fb>\u003C\u002Fh5>\n\u003Cp style=\"padding-left: 120px; text-align: left;\">\u003Cspan style=\"font-weight: 400;\">Many sites also offer bulk checking so that you don’t have to manually enter product details several times.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch5 style=\"padding-left: 90px;\" style=\"padding-left: 90px;\" id=\"3-download-a-barcode-scanning-app\">\u003Cb>3. Download a barcode scanning app\u003C\u002Fb>\u003C\u002Fh5>\n\u003Cp style=\"padding-left: 120px;\">\u003Cspan style=\"font-weight: 400;\">If you must do it manually, this may well be your fastest way. Google recommends \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fplay.google.com\u002Fstore\u002Fapps\u002Fdetails?id=com.google.zxing.client.android\">\u003Cspan style=\"font-weight: 400;\">this barcode scanning app for Android\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, but there are options for iOS too. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch5 style=\"padding-left: 90px;\" style=\"padding-left: 90px;\" id=\"4-pick-up-your-product-and-look-at-your-packaging\">\u003Cb>4. Pick up your product, and look at your packaging\u003C\u002Fb>\u003C\u002Fh5>\n\u003Cp style=\"padding-left: 120px;\">\u003Cspan style=\"font-weight: 400;\">If your product range is limited, then maybe this option is for you. For merchants with a sizeable inventory, you should have the resource to do any of options 1-2. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"why-has-this-happened\">\u003Cspan style=\"font-weight: 400;\">Why has this happened?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Back in 2015, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgooglecommerce.blogspot.co.uk\u002F2015\u002F09\u002Freach-more-customers-online-add-gtins.html\">\u003Cspan style=\"font-weight: 400;\">Google began to require the GTIN attribute for selected popular brands in specific countries\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. Better product matching meant improved performance, so now we’re seeing that change rolled out to all branded products.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is all part of Google’s continuing strive to make search results more useful to its users. Correct GTINs allow Google to better understand the products you’re selling, and match them perfectly to what their users are looking for.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For sellers, this means fewer irrelevant clicks and higher conversions rates. \u003C\u002Fspan>\u003Cb>Merchants who’ve added correct GTIN attributes have seen conversion rates rise by up to 20%. \u003C\u002Fb>\u003C\u002Fp>\n",{"rendered":153,"protected":214},8403,{"_yoast_wpseo_focuskw":928,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":214,"footnotes":5},"GTIN",[930,222],59,[],[225],[934,115,228,229,230,231,232,935,233],"post-2524","category-ecommerce",[],[],[939,940,941,942],{"path":187,"name":188},{"path":239,"name":240},{"path":161,"name":162},{"path":196,"name":152},"Sorry eCommerce managers, it’s going to require a bit of legwork. Have faith though, the benefits will be far greater than simply avoiding Google’s wrath. What’s the change? With the new SERP layout still ringing in our ears, you may have missed the other leap forward by Google, which will affect eCommerce businesses. They’ve recently announced 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auditing a new client’s existing PPC account, we analyse at every level, ensuring that we understand precisely which elements are performing poorly and which areas are performing well. However, too often we find that the ad copy is one of the areas that is most often neglected.\u003C\u002Fp>\n\u003Ch3 id=\"why-is-my-ad-copy-just-as-important-as-every-other-element-of-my-ppc-campaign\">Why is my ad copy just as important as every other element of my PPC campaign?\u003C\u002Fh3>\n\u003Cp>Your ad content is the only part of your pay-per-click campaign that your target audience sees. It is responsible not only for click-through rates, but also highlights your USPs, engages your customers to take action, and promotes your brand identity.\u003C\u002Fp>\n\u003Cp>With this in mind, here are our top tips to ensure that your ad copy works best for you.\u003C\u002Fp>\n\u003Ch3 id=\"competitor-analysis\">Competitor analysis\u003C\u002Fh3>\n\u003Cp>Undertaking a competitor ad copy review is essential in creating effective ads. Reviewing competitor’s ads allows you to understand what you’re competing against, and helps you to understand how you can position your offer against competitors. Bear in mind that competitor analysis should serve as a starting point for understanding the competitive landscape and not a definitive direction for producing compelling ad copy.\u003C\u002Fp>\n\u003Ch3 id=\"content\">Content\u003C\u002Fh3>\n\u003Cp>As mentioned, your ad content is the part that directly communicates to your customer, so make sure your messaging is strong and clear. Your ad should not only be relevant to your product or service, but also to the customer’s potential search term. If it suits your business, you should also include a call to action to encourage users to interact with your ad and ultimately your website.\u003C\u002Fp>\n\u003Ch3 id=\"split-testing\">Split testing\u003C\u002Fh3>\n\u003Cp>Split test your ads by setting them up to rotate evenly, allowing you to see which copy gets the best results. Once the ads have received enough impressions, you can review which ads have been most successful and optimise them to improve click-through rates. Similar to managing other digital marketing channels, we advise to always be testing and optimising to create the most effective PPC campaign.\u003C\u002Fp>\n\u003Ch3 id=\"extensions\">Extensions\u003C\u002Fh3>\n\u003Cp>Offering helpful and relevant additions to your ads in the form of extensions not only improves click-through rates, but also makes you ad stand out in comparison to competitors. Use call extensions to ensure your customers can call you direct from your ad, or sitelink extensions to direct your customers to relevant web pages. There are a whole host of extensions available within AdWords, so make the most of them in order to attract potential customers.\u003C\u002Fp>\n\u003Ch3 id=\"keyword-insertion\">Keyword insertion\u003C\u002Fh3>\n\u003Cp>An ad copy feature that is often overlooked is keyword insertion. Essentially, this allows you to substitute elements of your ad for your users search term. Make sure your keywords are well-targeted though, or you’ll end up with irrelevent ad copy.\u003C\u002Fp>\n\u003Ch3 id=\"summary\">Summary\u003C\u002Fh3>\n\u003Cp>Whilst keywords, budgeting and bids are important aspects of a PPC campaign, it is imperative that you spend time on your ads. Regularly refreshing and updating your ad content isn’t particularly time consuming, but can be the most effective way of improving click-through rates, and ensuring you attract potential customers. It’s also imperative to stay one step ahead of competitors by keeping up to date with the latest additions to AdWords by subscribing to our newsletter.\u003C\u002Fp>\n",{"rendered":165,"protected":214},8437,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1124,"_yoast_wpseo_metadesc":1125,"inline_featured_image":214,"footnotes":5},"The importance of Adwords ad copy | Impression Digital","Your ad copy is the only part of your pay-per-click campaign that your target audience sees. 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Because of this, an integrated digital marketing strategy can allow your PPC campaign to unlock new potential ways to improve the organic ranking of your website.\u003C\u002Fp>\n\u003Cp>Here are just some of the ways that PPC can support decisions and drive performance within an SEO campaign:\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"keywords\">Keywords\u003C\u002Fh4>\n\u003Cp>After Google moved to secure search in 2013, it became difficult to track which keywords organic conversions had come from within Google Analytics. This made it more challenging to define a keyword strategy for SEO.\u003C\u002Fp>\n\u003Cp>PPC campaigns contain valuable data about which keywords bring in the highest traffic and which of these lead to the most conversions, making it a useful data source for improving your SEO strategy. Paid search campaigns, meanwhile, can also provide examples of keywords that may be unprofitable when bidded on, but are still sound investments for organic search.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"landing-pages\">Landing pages\u003C\u002Fh4>\n\u003Cp>PPC campaigns provide unique data on which of a website’s landing pages have the best conversion rates. This not only gives you insight into which copy gives the customer motivation to purchase your product or service, but also which content you should prioritise for targeting specific keywords.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"ad-testing\">Ad testing\u003C\u002Fh4>\n\u003Cp>In a similar way, the data collected from split-testing your ads not only improves the conversion rates of your ad campaigns, but also gives an impression of the kinds of copy that entices potential customers to click. This can not only influence your website copy but, more pertinently, the meta descriptions for each of your pages.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"account-structure\">Account structure\u003C\u002Fh4>\n\u003Cp>\u003Cb>Great PPC campaigns work alongside your website structure to produce relevant content for the customers you are targeting.\u003C\u002Fb> Carrying out an analysis of your PPC campaign’s overall budget to understand the most high-value conversions can help you to identify which areas of your business to focus your SEO efforts on, helping to maximise future sales.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"display-and-remarketing\">Display and remarketing\u003C\u002Fh4>\n\u003Cp>DIsplay and remarketing campaigns are a great way to improve your ROI within your adwords campaign, but they can also provide data that can benefit your SEO efforts.\u003C\u002Fp>\n\u003Cp>\u003Cb>\u003Ci>Which of your placement websites have the best conversion rates? \u003C\u002Fi>\u003C\u002Fb>The answer to this question can be a clear indicator of your target audience. 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