[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002Fpage\u002F19":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":176,"head_links":178,"breadcrumbs":164,"posts":182,"pages":159,"head":1421},"Matthew Ahern","","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":85,"hero":160},"Digital Marketing Manager","\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[13],{"page":14,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},33,"98","2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[86],{"acf_fc_layout":87,"reduced":88,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":89,"posts":90},"author_posts",true,"Matthew Ahern’s posts",{"data":91,"pages":159},[92,106,118,128,138,147],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Instagram’s new feed and what it means for advertisers","\u003Cp>Instagram is testing a new full-screen default home feed, to a very mixed response. We’ll be exploring what’s changed, what this means for advertisers and how this reflects TikTok’s growing dominance in the social media landscape. **UPDATE** As of August 2022, ‘Instagram Backtracks on Latest ‘TikTok Style’ Updates’ following the widespread Make Instagram Instagram Again’ […]\u003C\u002Fp>\n","\u002Fblog\u002Finstagrams-new-feed-and-what-it-means-for-advertisers\u002F","2025-03-13T15:29:54",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":104,"name":105},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type_key":93,"title":107,"excerpt":108,"to":109,"postedAt":110,"readingTime":111,"image":112,"authors":113,"category":115},"Impression shortlisted 12 times in Global Search Awards 2022","\u003Cp>Impression has been nominated for 12 awards in the Global Search Awards 2022. These awards recognise and reward the work of agencies in SEO, PCC, and content marketing around the world.  Congratulations to our teams for their on-going and outstanding work, and thank you to our clients for making this possible also. Innovation and creativity […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-shortlisted-12-times-in-global-search-awards-2022\u002F","2022-06-13T07:40:55",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fluca-upper-Z-4kOr93RCI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[114],{"name":4,"image":102},{"to":116,"name":117},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":93,"title":119,"excerpt":120,"to":121,"postedAt":122,"readingTime":123,"image":124,"authors":125,"category":127},"Impression wins SEO award at European Search Awards 2022","\u003Cp>We are thrilled to announce that we won Best Use of Search for Retail\u002FeCommerce (SEO) at the European Search Awards last night. This year’s awards were hosted in Barcelona and were highly competitive, highlighting some of the most outstanding campaigns from European agencies. We were up against hundreds of entries from agencies across the continent, […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-wins-seo-award-at-european-search-awards-2022\u002F","2022-07-11T11:43:18",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[126],{"name":4,"image":102},{"to":116,"name":117},{"type_key":93,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":137},"Impression shortlisted 6 times in 2022 UK Content Awards","\u003Cp>Impression has been shortlisted six times in the UK Content Awards. Congratulations to our team and thank you to our clients for trusting our judgement and always being open to new ideas. The UK Content Awards celebrate excellence in content marketing. It recognises agencies that are creating innovative, creative content that captures the attention of […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-shortlisted-in-2022-uk-content-awards\u002F","2022-05-20T12:41:07",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fpexels-ylanite-koppens-796606-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136],{"name":4,"image":102},{"to":116,"name":117},{"type_key":93,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":111,"image":143,"authors":144,"category":146},"New airline Norse Atlantic appoints Impression to lead international marketing strategy","\u003Cp>We’re delighted to be working with new airline Norse Atlantic to devise and deliver its international marketing strategy. Norse Atlantic is a brand new low-cost airline operating out of Norway and serving transatlantic routes. It prides itself on delivering excellent customer experience at competitive prices, onboard comfortable and more environmentally friendly Dreamliners. Conducted in the […]\u003C\u002Fp>\n","\u002Fblog\u002Fnorse-atlantic-airways-appoints-impression\u002F","2022-05-09T09:53:52","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fpexels-tarik-nachat-112116-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":4,"image":102},{"to":116,"name":117},{"type_key":93,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":152,"image":153,"authors":154,"category":156},"The future of PPC: Where will we be in the next 5 years?","\u003Cp>In the last two years, there have been significant advancements in the world of PPC. We’ve seen Google further develop their machine learning capabilities, AI, and options for automating bidding, ad creation and campaign management. However, with the enforcement of GDPR in the EU and the introduction of Google Analytics 4 and iOS14 worldwide, the […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-future-of-ppc-where-will-we-be-in-the-next-5-years\u002F","2026-04-21T14:15:05",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002Falina-grubnyak-ZiQkhI7417A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C0%2C1600%2C1600&w=640",[155],{"name":4,"image":102},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement","29",{"type":161,"style":162,"title":163,"heading":4,"intro":11,"services":12,"breadcrumbs":164,"photo":47,"social":176},"author","dark","Meet the Team",[165,168,171,174],{"path":166,"name":167},"\u002F","Home",{"path":169,"name":170},"\u002Fabout\u002F","About Us",{"path":172,"name":173},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":175,"name":4},null,{"twitter":5,"linkedin":177},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmatthewaahern\u002F",[179],{"rel":180,"href":181},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F",[183,495,683,867,1050,1232],{"id":184,"date":185,"date_gmt":185,"guid":186,"modified":97,"modified_gmt":97,"slug":188,"status":19,"type":93,"link":96,"title":189,"content":190,"excerpt":193,"author":194,"featured_media":195,"comment_status":20,"ping_status":20,"sticky":192,"template":5,"format":196,"meta":197,"categories":200,"collections":202,"coauthors":203,"class_list":205,"acf":213,"head_links":214,"breadcrumbs":215,"url_path":96,"search_description":199,"featured_image_urls":222,"authors":257,"type_nicename":266,"reading_minutes":98,"category":267,"yoast_title":198,"yoast_meta":269,"yoast_json_ld":324,"_links":445},18162,"2022-06-21T15:46:02",{"rendered":187},"\u002F?p=18162","instagrams-new-feed-and-what-it-means-for-advertisers",{"rendered":94},{"rendered":191,"protected":192},"\n\u003Cp>Instagram is testing a new full-screen default home feed, to a very mixed response. We’ll be exploring what’s changed, what this means for advertisers and how this reflects TikTok’s growing dominance in the social media landscape.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>**\u003Cstrong>UPDATE**\u003C\u002Fstrong> As of August 2022, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhats-new-in-paid-social-august-2022-industry-updates\u002F#instragram-backtrack\">\u003Cstrong>‘Instagram Backtracks on Latest ‘TikTok Style’ Updates’\u003C\u002Fstrong> \u003C\u002Fa>following the widespread Make Instagram Instagram Again’ movement. Mosseri has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FCgeQ5DqgSyv\u002F\">revealed\u003C\u002Fa> that \u003Cstrong>Instagram will continue to focus on video\u003C\u002Fstrong> to align with growing trends, but will be phasing out the full-screen feed format and reducing the number of recommended posts. Read the latest update to this story \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhats-new-in-paid-social-august-2022-industry-updates\u002F#instragram-backtrack\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-new-with-instagrams-home-feed-test\">\u003Cstrong>What’s new with Instagram’s home feed test\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It felt inevitable. Instagram’s continuing on an inexorable shift from a photo & caption sharing hub, into a more interactive TikTok-style, video-centric experience. This includes a home feed that now takes up the majority of your screen. For good or bad, this UI change is a statement about the future of Instagram and how users will interact with the app from now on. Whilst the response to the test has been quite mixed, simply put, if Instagram didn’t evolve – it would’ve been dead long ago.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-new-home-feed-test-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18165\" width=\"543\" height=\"482\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>There is an increased focus on integrating recommended reels into your home feed. This isn’t surprising that Instagram has taken this approach after announcing it will invest \u003Ca href=\"https:\u002F\u002Fcreators.instagram.com\u002Fblog\u002Finstagram-reels-creators-simplify-video\" target=\"_blank\" rel=\"noreferrer noopener\">more in reels\u003C\u002Fa> back in February. Whilst this is useful in discovering new profiles based on your recommendations – the explore and Instagram reel tabs are designed for this already. \u003C\u002Fp>\n\n\n\n\u003Cp>From a user-feel perspective, the home feed scrolling style is different, adopting a stop & start style similar to TikTok with one post taking up your entire screen. It does make it easier to watch videos rather than scroll past them – it’s just something we will have to get used to.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have used Facebook recently, you may have come across Facebook videos in your timeline. These are now a mix of both native Facebook videos and Instagram videos, a blend of both platforms under the Meta umbrella. The full-screen feed compliments this style that the parent brand Facebook has been moving towards also.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-this-mean-for-advertisers\">\u003Cstrong>What does this mean for advertisers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Photo uploads are dead, long live the reel! If the previously mentioned investment in reels didn’t convince you that Instagram is making reels the front and centre of its platform, then this UI update will. Whilst photos are still viewable in the home feed, clearly this new UI has been designed with video centricity in mind. This will not only affect how marketers approach their organic Instagram strategy, but also their paid ads strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Marketers may identify that this will make paid ads within Instagram’s new feed reel UI feel like a similar experience to how users will experience organic content. Whilst paid ads have been integrated into the organic home feed experience for years already, the full-screen will make it harder for users to avoid, or even more difficult to identify, when all video-based content is formatted into a single immersive stream. This type of immersive advertising is quite commonplace now as it shares similar ties to native advertising, product placement and influencer marketing. This differs slightly from other traditional web or app-based forms of advertising like pop-ups which are designed to catch the eye of users away from the content they were engaging with. Instead, paid ads on Instagram become a part of the immersive stream of organic content that users are interacting with.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fproduct-placement-example-coca-cola-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18166\" width=\"521\" height=\"326\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Example – Coca-Cola in \u003Cem>Friends\u003C\u002Fem> (source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fproductplacementblog.com\u002Ftv-series\u002Fcoca-cola-friends-2\u002F\">Product Placement blog\u003C\u002Fa>)\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>However, it’s not all perfect. Instagram still has some technical issues to smooth out before officially launching the update. Some ads looked odd, including visuals that were incorrectly formatted for their usual placements, meaning marketers will have to adapt creatives to make sure ads are visually appealing and fit for purpose. \u003C\u002Fp>\n\n\n\n\u003Cp>Another issue was captions overlaid directly onto images (expandable on clicking), which was really hard to read especially on lighter, busier images – not the best usability experience. For videos and reels where captions are more of a ‘nice to have’, it’s a win. But, some amazing creators have long, descriptive captions and unfortunately, it really didn’t work for them. Once again, we hope this is merely a technical issue that is in the pipeline to be fixed.\u003C\u002Fp>\n\n\n\n\u003Cp>On a more positive note, this new style of feed will undoubtedly guarantee an increase in engagement rates with your ads, as the full-screen view makes it much harder to scroll past. This is similar to how sponsored posts and videos are currently seen on Instagram stories. These are also harder to skip as it requires a tap or a swipe from the user, rather than a scroll, to move past it.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-visual-refresh-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18167\" width=\"572\" height=\"321\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Instagram’s thought process is to develop a UI that puts content first. This is one of the many changes that will follow the ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.instagram.com\u002Fblog\u002Fannouncements\u002Finstagram-visual-refresh\">Visual Refresh\u003C\u002Fa>’ of the brand’s app – along with its new font and gradient. The concept of this new feed is designed with simplicity and self-expression in mind for a better in-app user experience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-this-test-mean-for-the-social-media-landscape\">\u003Cstrong>What does this test mean for the social media landscape?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>TikTok has changed the social media landscape since it was first released back in 2016 – and a lot of other apps have been trying to keep up. TikTok racked up 37.3 million monthly \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.businessinsider.com\u002Ftiktok-could-compete-with-facebook-meta-2022-5#:~:text=Insider%20Intelligence%2C%20which%20shares%20a,million%20and%20Facebook's%2028.7%20million.\">Gen Z users\u003C\u002Fa> in 2021, second only to Snapchat, and ahead of Instagram with 33.3 million and Facebook with 28.7 million. It was also forecasted to become the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftechcrunch.com\u002F2021\u002F12\u002F20\u002Ftiktok-to-rank-as-the-third-largest-social-network-2022-forecast-notes\u002F\">3rd largest\u003C\u002Fa> social network. With TikTok Ads manager and the continual rise of influencer marketing, marketers see the platform as a greater opportunity for paid media growth as well. This, as well as other factors, has forced other social media platforms like Snapchat to suffer \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.fastcompany.com\u002F90755154\u002Fsnap-stock-crash-social-media-meltdown\">major losses\u003C\u002Fa>, with TikTok outgrowing both \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fsnapchat-advertising\u002F\">Snapchat ads\u003C\u002Fa> and Twitter’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2022\u002Fapr\u002F09\u002Frise-of-tiktok-why-facebook-is-worried-booming-social-app\">ad profits\u003C\u002Fa> combined.\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok must be doing something right – but is it the full-screen feed? It surely plays a factor in its success as it uses a format that is native to vertical phone shooting which is incredibly important when it comes to usability and the full-screen feed is very addicting to scroll through too, but is it big enough of a factor? Maybe. The app certainly has its appeal from a user perspective and it was one of the first popular platforms to use this style of feed. Is it because TikTok is capturing the younger audience that Instagram may be struggling to engage? That’s not totally the case, 41% of users on TikTok are GenZ whilst 59% of other generations make up the remainder of the platform’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2020\u002F08\u002F11\u002Fadvertising-on-tiktok\">user base\u003C\u002Fa>. GenZ is the biggest of the bunch, but it still provides a lot of opportunities for marketers to advertise to other demographics. However, Instagram still holds the position of being the biggest platform for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finfluencermarketinghub.com\u002Finfluencer-marketing-benchmark-report-2021\u002F\">influencer marketing\u003C\u002Fa>, yet TikTok is rapidly catching up with that.\u003C\u002Fp>\n\n\n\n\u003Cp>Even though TikTok is hitting a highly valuable demographic; \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2022\u002Fapr\u002F09\u002Frise-of-tiktok-why-facebook-is-worried-booming-social-app\">18 to 25 year olds\u003C\u002Fa>, who were born into a post-internet world and have more disposable income, the biggest accomplishment is TikTok’s ability to retain these users when other platforms like Facebook are seeing their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2022\u002Fapr\u002F09\u002Frise-of-tiktok-why-facebook-is-worried-booming-social-app\">user base decline\u003C\u002Fa>. So the full-screen feed display and easy-to-use functions do play a factor in TikTok’s success, but is it enough for users to stay loyal to the brand of TikTok? Whilst \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thecoldwire.com\u002Fwhy-is-tiktok-so-popular\u002F\">some say\u003C\u002Fa> that the stream of recommended videos and the dopamine kick from short videos is what keeps users glued to TikTok – if a new platform comes along that is better, are people going to move away from TikTok straight away? More importantly (and in this case an older platform), will Instagram’s test potentially bring in users away from the TikTok platform or do they risk alienating their current audience? That’s the biggest risk for Instagram and at the moment the user feedback from their current audience hasn’t been so great, but we hope this is something that will continually be updated to be better in the future.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Want to learn more about the latest news in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> landscape? Check out our monthly industry news \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">blog\u003C\u002Fa> for more updates. We also have a wide range of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa> available, including white papers, webinars, and scripts! If you want to talk about your business’ paid social aspirations, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>!\u003C\u002Fp>\n",false,{"rendered":95,"protected":192},98,18171,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":198,"_yoast_wpseo_metadesc":199,"inline_featured_image":192,"footnotes":5},"Instagram’s new feed and what it means for advertisers | Impression","Instagram is testing a new full-screen default home feed, to a very mixed response. We’ll be exploring what’s changed and what this means for advertisers.",[201],36,[],[204],164,[206,93,207,208,209,210,211,212],"post-18162","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",[],[],[216,217,220,221],{"path":166,"name":167},{"path":218,"name":219},"\u002Fblog\u002F","Blog",{"path":104,"name":105},{"path":175,"name":94},{"thumbnail":223,"medium":225,"medium_large":227,"large":229,"1536x1536":233,"2048x2048":235,"post-thumbnail":237,"12_col":239,"default_landscape":241,"default_portrait":243,"6_col_and_margin_short":245,"11_col_and_margin":247,"9_col_rectangle":249,"11_col":251,"staff_image_696_600":253,"rectangular_thumbnail":255},{"url":99,"width":224,"height":224},640,{"url":226,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":228,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":230,"width":231,"height":232},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":234,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":236,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":238,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":240,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":242,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":244,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":246,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":248,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":250,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":252,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":254,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":256,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Finstagram-full-screen-test-update-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C53%2C1280%2C512&w=750",[258],{"id":194,"path":259,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":260},"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":261,"photo":264},[262],{"page":263,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":265},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"153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These awards recognise and reward the work of agencies in SEO, PCC, and content marketing around the world. \u003C\u002Fp>\n\n\n\n\u003Cp>Congratulations to our teams for their on-going and outstanding work, and thank you to our clients for making this possible also. Innovation and creativity is key in these awards, so we’re proud that our work has been recognised across so many categories.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002FGlobal-Search-Awards-2022-Finalist-Instagram-Badge.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17908\" width=\"225\" height=\"225\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>We have been shortlisted for:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH – RETAIL \u002F ECOMMERCE (SEO): LARGE \u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Frise-art\u002F\">Impression & RiseArt – Growth strategy paints the perfect picture\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH – RETAIL \u002F ECOMMERCE (PPC): LARGE \u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Frutland-cycling-paid-media\u002F\">Impression & Rutland Cycling – Turning it up a gear\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH – B2B (SEO): LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fceic\u002F\">Impression & CEIC – Data at scale\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH – B2C (SEO): LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impression & Vaillant – it all boils down to good content\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH – B2C (PPC): LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Ftopps-tiles-paid-media\u002F\">Impression & Topps Tiles – Testing new ways to get to the Topp\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF SEARCH HEALTH: LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impression & Aktiia – Success under pressure\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">MOST INNOVATIVE CAMPAIGN (PPC): LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Ftopps-tiles-integrated\u002F\">Impression & Topps Tiles – Tiling it together: An innovative approach to dominating the market\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF CONTENT MARKETING: LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fmarmalade-digital-pr\u002F\">Impression & Marmalade – Driving up the SERPs with meaningful change\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST USE OF PR IN A SEARCH CAMPAIGN: LARGE\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fpaulcamper\u002F\">Impression & PaulCamper – Setting up camp in the UK\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST GLOBAL LARGE PPC AGENCY\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST GLOBAL LARGE SEO AGENCY\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cspan style=\"text-decoration: underline;\">BEST GLOBAL LARGE INTEGRATED SEARCH AGENCY\u003C\u002Fspan>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Many industry-leading digital agencies from around the world enter these awards, so to make the shortlist is an impressive achievement. Congratulations to everyone else who has been shortlisted and we’re looking forward to the virtual awards ceremony on the 21st July.\u003C\u002Fp>\n\n\n\n\u003Cp>If you would like to learn more about any of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">PPC\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> services, find out more in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case studies\u003C\u002Fa> – or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to see how we can deliver an award-winning strategy for your business.\u003C\u002Fp>\n",{"rendered":108,"protected":192},17910,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":507,"_yoast_wpseo_metadesc":508,"inline_featured_image":192,"footnotes":5},"Impression shortlisted 12 times in Global Search Awards 2022 | Impression","Impression has been nominated for 12 awards for the Global Search Awards 2022. Learn more about our nominations for SEO, PPC, and digital PR 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02F17900",{"allow":650},[451,452,453,454,455],[652],{"href":458},[654],{"href":461},[656],{"embeddable":88,"href":464},[658],{"embeddable":88,"href":659},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=17900",[661],{"count":662,"href":663},12,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F17900\u002Frevisions",[665],{"id":666,"href":667},17914,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F17900\u002Frevisions\u002F17914",[669],{"embeddable":88,"href":670},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F17910",[672],{"href":673},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=17900",[675,677,679],{"taxonomy":484,"embeddable":88,"href":676},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=17900",{"taxonomy":487,"embeddable":88,"href":678},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=17900",{"taxonomy":161,"embeddable":88,"href":680},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=17900",[682],{"name":493,"href":494,"templated":88},{"id":684,"date":685,"date_gmt":685,"guid":686,"modified":122,"modified_gmt":122,"slug":688,"status":19,"type":93,"link":121,"title":689,"content":690,"excerpt":692,"author":194,"featured_media":693,"comment_status":20,"ping_status":20,"sticky":192,"template":5,"format":196,"meta":694,"categories":697,"collections":698,"coauthors":699,"class_list":700,"acf":702,"head_links":703,"breadcrumbs":704,"url_path":121,"search_description":696,"featured_image_urls":709,"authors":741,"type_nicename":266,"reading_minutes":123,"category":749,"yoast_title":695,"yoast_meta":751,"yoast_json_ld":778,"_links":829},17528,"2022-05-27T09:45:34",{"rendered":687},"\u002F?p=17528","impression-wins-seo-award-at-european-search-awards-2022",{"rendered":119},{"rendered":691,"protected":192},"\n\u003Cp>We are thrilled to announce that we won Best Use of Search for Retail\u002FeCommerce (\u003Ca style=\"color: orange;\" rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>) at the \u003Ca style=\"color: orange;\" rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feuropeansearchawards.com\u002F2022-winners\u002F\">European Search Awards\u003C\u002Fa> last night. This year’s awards were hosted in Barcelona and were highly competitive, highlighting some of the most outstanding campaigns from European agencies.\u003C\u002Fp>\n\n\n\n\u003Cp>We were up against hundreds of entries from agencies across the continent, so we’re delighted to have won Best Use of Search for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">Retail\u002FeCommerce (SEO)\u003C\u002Fa> (Large) for our work with our client, Rise Art. Rise Art is a long-term client with us that we have helped push boundaries and continuously grow over the years, so it’s fantastic to be recognised for our on-going work with them.\u003C\u002Fp>\n\n\n\n\u003Cp>Earlier in the week, talent from across the agency travelled to Barcelona to prepare for the night of the awards show at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.llotjademar.cat\u002Fen\">La Llotja de Mar\u003C\u002Fa>. Congratulations to all the winners and finalists who attended last night!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002FEuropean-Search-Awards-2022-Winner-Instagram-Badge.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17544\" width=\"328\" height=\"328\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Frise-art\u002F\">case study\u003C\u002Fa> which covers our previous work with Rise Art.\u003C\u002Fp>\n\n\n\n\u003Chr>\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\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003Cstrong>Speaking about the win, Ben Garry, Senior Content Specialist said:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>“Rise Art has been a hugely exciting project to work on over the past couple of years. It’s been fantastic to work with a client team that is so growth-focused and committed to making whatever changes are necessary to achieve that growth through SEO. We employed a combined technical SEO and content strategy from day 1, ensuring that the structure, functionality and technical health of the site was able to fully support and enhance the content that we wanted to optimise and create. In doing so, we pioneered several new processes for ecommerce SEO at Impression, relating to SEO testing, content strategy, internationalisation, reporting and more.”\u003C\u002Fp>\n\n\n\n\u003Cp>“Personally speaking, it’s been brilliant to work on an ecommerce account of this nature. Ecommerce is a core focus for the SEO team, and working with a client who’s as eager to find an edge in SEO as we are has been invaluable for me. Looking ahead, our success with Rise Art is an inspiration to continue honing and developing the ecommerce SEO services that we offer, and it proves that innovative SEO can help sites to make waves even in the most competitive of markets.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FRbKRsBcP-Ben-Garry.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6269\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>A few pictures taken during the event…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-finalists-5.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17539\" width=\"250\" height=\"353\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1256\" height=\"992\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-finalists-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17538\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-finalists-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17536\" width=\"-125\" height=\"-176\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-finalists-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-17537\" width=\"-126\" height=\"-183\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Explore our award-winning \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case studies\u003C\u002Fa>, learn about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-awards\u002F\">our awards\u003C\u002Fa>, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">reach out\u003C\u002Fa> to us if you’d like to explore your next digital opportunity.\u003C\u002Fp>\n",{"rendered":120,"protected":192},17542,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":695,"_yoast_wpseo_metadesc":696,"inline_featured_image":192,"footnotes":5},"Impression wins SEO award at European Search Awards 2022 | Impression","We are thrilled to announce that we won Best Use of Search for Retail\u002FEcommerce (SEO) at the European Search Awards. Read more about the awards here!",[510],[],[204],[701,93,207,208,209,210,211,515],"post-17528",[],[],[705,706,707,708],{"path":166,"name":167},{"path":218,"name":219},{"path":116,"name":117},{"path":175,"name":119},{"thumbnail":710,"medium":711,"medium_large":713,"large":715,"1536x1536":717,"2048x2048":719,"post-thumbnail":721,"12_col":723,"default_landscape":725,"default_portrait":727,"6_col_and_margin_short":729,"11_col_and_margin":731,"9_col_rectangle":733,"11_col":735,"staff_image_696_600":737,"rectangular_thumbnail":739},{"url":124,"width":224,"height":224},{"url":712,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=134&q=90&w=200",{"url":714,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=513&q=90&w=768",{"url":716,"width":231,"height":232},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":718,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":720,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1367&q=90&w=2048",{"url":722,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":724,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":726,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":728,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":730,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":732,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":734,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":736,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":738,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":740,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Feusa-2022-winners-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[742],{"id":194,"path":259,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":743},{"job_title":10,"full_bio":11,"specialist_service_links":744,"photo":747},[745],{"page":746,"link_text":29},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":31,"id":31,"title":32,"filename":33,"filesize":23,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":748},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_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has been shortlisted six times in the UK Content Awards. Congratulations to our team and thank you to our clients for trusting our judgement and always being open to new ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>The UK Content Awards celebrate excellence in content marketing. It recognises agencies that are creating innovative, creative content that captures the attention of target audiences, driving results and growth for their client’s businesses. \u003C\u002Fp>\n\n\n\n\u003Cp>We’ve been shortlisted for: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>B2C content campaign of the year\u003C\u002Fli>\u003Cli>Finance content campaign of the year\u003C\u002Fli>\u003Cli>Best use of data in a content campaign\u003C\u002Fli>\u003Cli>Outreach campaign of the year\u003C\u002Fli>\u003Cli>Travel\u002Fleisure campaign of the year\u003C\u002Fli>\u003Cli>Large content marketing agency of the year \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Congratulations to everyone else who has been shortlisted. We’re looking forward to the in-person award ceremony in July. If you’re attending, come and say hello to our digital PR team who will be there celebrating. \u003C\u002Fp>\n\n\n\n\u003Cp>Learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing\u003C\u002Fa> services, take a look at our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fportfolio\u002F\">case studies\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to see how we can deliver an award-winning strategy for your business. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":130,"protected":192},17436,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[510],[],[152,204],[883,93,207,208,209,210,211,515],"post-17435",[],[],[887,888,889,890],{"path":166,"name":167},{"path":218,"name":219},{"path":116,"name":117},{"path":175,"name":129},"Impression has been shortlisted six times in the UK Content Awards. Congratulations to our team and thank you to our clients for trusting our judgement and always being open to new ideas. The UK Content Awards celebrate excellence in content marketing. It recognises agencies that are creating innovative, creative content that captures the attention of 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delighted to be working with new airline \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fflynorse.com\u002F\">Norse Atlantic\u003C\u002Fa> to devise and deliver its international \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">marketing strategy.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Norse Atlantic is a brand new low-cost airline operating out of Norway and serving transatlantic routes. It prides itself on delivering excellent customer experience at competitive prices, onboard comfortable and more environmentally friendly Dreamliners.\u003C\u002Fp>\n\n\n\n\u003Cp>Conducted in the first quarter of this year, the competitive two-stage pitch process was led by Norse who invited agencies from across Europe and the US to put forward a proposal to accelerate performance in a crowded and competitive market. \u003C\u002Fp>\n\n\n\n\u003Cp>We are supplying a variety of specialist services spanning paid media, digital strategy, search engine optimisation and conversion rate optimisation. Our teams are working closely together to craft and execute an integrated, multi-channel growth strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Adrian Keating, VP sales marketing and distribution at Norse Atlantic Airways said: \u003C\u002Fp>\n\n\n\n\u003Cp>“We are very pleased to be working with Impression on our international marketing strategy. As a new airline in the aviation sector it is vital that we stand out from the crowd and ensure that our message of affordable fares to exciting long haul destinations has maximum audience reach and impact.”\u003C\u002Fp>\n\n\n\n\u003Cp>Mikey Emery, commercial director at Impression, added: \u003C\u002Fp>\n\n\n\n\u003Cp>“We’re delighted to have been selected as the strategic agency partner for an ambitious start-up airline. As an agency that continually looks to use business as a force for good, we welcome the opportunity to work with brands whose values align with our own. We’re really looking forward to achieving great things together.”\u003C\u002Fp>\n",{"rendered":140,"protected":192},17118,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":192,"footnotes":5},[510],[],[152,204],[1066,93,207,208,209,210,211,515],"post-17117",[],[],[1070,1071,1072,1073],{"path":166,"name":167},{"path":218,"name":219},{"path":116,"name":117},{"path":175,"name":139},"We’re delighted to be working with new airline Norse Atlantic to devise and deliver its international marketing strategy. Norse Atlantic is a brand new low-cost airline operating out of Norway and serving transatlantic routes. It prides itself on delivering excellent customer experience at competitive prices, onboard comfortable and more environmentally friendly Dreamliners. Conducted in the 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airline Norse Atlantic appoints Impression to lead international marketing strategy - 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the last two years, there have been significant advancements in the world of PPC. We’ve seen Google further develop their machine learning capabilities, AI, and options for automating bidding, ad creation and campaign management.\u003C\u002Fp>\n\n\n\n\u003Cp>However, with the enforcement of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgetting-ready-for-gdpr\u002F\">GDPR\u003C\u002Fa> in the EU and the introduction of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-analytics-4-deadline-what-you-need-to-do-now\u002F\">Google Analytics 4\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-ios14-affects-marketers\u002F\">iOS14\u003C\u002Fa> worldwide, the last 5 years have shown that companies such as Google and Meta are taking steps to work towards a privacy-first web. In part, the platform’s response has been to encourage reliance on machine-learning and automation, with campaign types like Google’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">Performance Max\u003C\u002Fa> gradually increasing in dominance. This presents a new challenge for paid media marketers, who have typically maintained detailed oversight and control.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So, where could we be in five years time?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We asked Impression’s paid media team big questions concerning privacy, Google ads AI, automation, trends, and other PPC advancements in the future – as well as how you can prepare!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-will-privacy-changes-affect-ppc-in-the-next-5-years\">\u003Cstrong>How will privacy changes affect PPC in the next 5 years?\u003C\u002Fstrong>\u003C\u002Fh2>\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\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FMaria-Cojocariu.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14156\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Maria Cojocariu\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxSIyULFl-Luke-Northbrooke.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6341\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Luke Northbrooke\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Luke and Maria agree that…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>“With the restriction on data, such as third-party cookies, it’s going to be difficult to track where conversion comes from.\u003C\u002Fp>\n\n\n\n\u003Cp>It will be even more of a challenge to use that information in campaigns. Google is going to have to heavily restrict targeting options and broaden audience segments much more in order to improve user privacy, and that is going to be a real challenge for marketers that have very specific target audiences.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FryvFqpc6-Fraser-Andrews.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7406\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fraser Andrews\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Fraser supports Luke and Maria by suggesting that…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>“Despite greater restrictions around data hampering how PPC professionals will operate day to day. As professionals, we now have to pivot our focus and work with the tools available to us, which can be an exciting prospect.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16529\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Liam Wade\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Brands will need to invest in their own first-party data more than ever before. This includes how they store and derive insights from first-party data. Predictive analytics, on the other hand, will be a tool that we will all become accustomed to using. Google Analytics 4 already has ‘purchase probability’, ‘churn probability’ and ‘predicted revenue’ straight out of the box.”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-will-advancements-in-automation-and-googles-ai-affect-ppc-in-the-next-5-years\">\u003Cstrong>How will advancements in automation and Google’s AI affect PPC in the next 5 years?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FHJyEUJwT-Reuben-Hewitt.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-8559\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Reuben Hewitt\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Google is moving away from granular keyword based targeting and instead focusing on audiences & data signals, through the introduction of asset groups. This shift is only going to increase over the next 5 years whereby audience signals will become the most important targeting tool for paid media marketers to use. \u003C\u002Fp>\n\n\n\n\u003Cp>Essentially, Google will move to a targeting model more similar to Meta Ads (Facebook) – aka the beginning of the end of the keyword. We have already seen over the last year or so how much in-market and affinity audiences have expanded within Google Ads, allowing us to see extremely granular audience insights. This, coupled with the continued advancement in Google’s automation and AI, will start to flip the marketing funnel as we know it on its head. \u003C\u002Fp>\n\n\n\n\u003Cp>Why? With \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">Performance Max\u003C\u002Fa> campaigns, Google finds converting customers and then gives us insights into the audiences they came from. It then uses these insights to work its way up the marketing funnel to find more converting audiences at each stage. We can then use these audience insights to build out more granular asset groups within our Performance Max campaigns, which again will start with the most converting users but then go off up the marketing funnel to find more converting audiences – essentially a continued bottom-up marketing funnel approach using conversion data as its steer.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdAYJ1ON9-Katie-Walton.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6334\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Katie Walton\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Automation has been a double edged sword for advertisers – the algorithms are increasingly effective and I do expect that that will continue as Google gathers more data and can further improve its machine learning. But with the increase in automation, there’s been a reduction in tools for troubleshooting issues and for shaping strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>While I hope that Google will begin to give us back more control (and the early signs from Performance Max are promising), I can’t see us ever going back to having so much control. In this case the onus will be on paid marketers to give Google the best data possible – working across channels to produce well optimised websites, shopping feeds, and more customer data so that Google better understands the value of individuals to target them more effectively.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16529\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Liam Wade\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Improvements in Smart Bidding led many of us to become technicians, rather than individual contributors on a micro-level, in that a large part of our job was configuring, troubleshooting, testing and learning. Understanding the machine was a large part of the task. \u003C\u002Fp>\n\n\n\n\u003Cp>If the last 5 years have been the time of the technicians, today will be the strategists’ time to shine. Those with a great understanding of online user behaviour will be crafting the strongest campaigns, as they have the learned ability to convert users without the need for privacy-invasive granular user session data. To join this fleet, PPC specialists will need to be as tactical as operational, as convincing as data-led.\u003C\u002Fp>\n\n\n\n\u003Cp>There will still be a need for technical specialists, but they will be the more advanced mar-tech focussed variety, building and designing solutions to solve complex business problems. This could be connecting different parts of a business together, or solving a digital industry challenge, such as measuring incremental uplift.”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-trends-or-changes-will-emerge-in-5-years-time\">\u003Cstrong>What trends or changes will emerge in 5 years time?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxSIyULFl-Luke-Northbrooke.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6341\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Luke Northbrooke\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Brands may have to invest more heavily in PPC. Google and Meta are increasingly capturing the market which will make organic success more difficult to achieve, while greater reliance on automation is driving Cost Per Click up. Marketers who focus on the basics, such as site performance, feed quality, and ad account structure will be the ones to succeed.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdAYJ1ON9-Katie-Walton.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6334\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Katie Walton\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“With the introduction of Performance Max to replace Smart Shopping, we have campaigns that exist without keywords across search and shopping that the majority of ecommerce advertisers will use. Currently search campaigns have priority over these, but it feels like only a matter of time before that will change.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FryvFqpc6-Fraser-Andrews.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7406\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fraser Andrews\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“It will be interesting to see to what extent Google reduces the role of keyword targeting from a search perspective and migrates towards audience targeting. Whilst campaigns such as dynamic search ads often perform well, I’m wary of audience targeting’s ‘grouping’ capabilities and who big platforms class as ‘similar’ users.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FMaria-Cojocariu.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14156\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Maria Cojocariu\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“A lot more automation in terms of bidding strategies – no more manual bidding strategies as Google’s algorithm will become better and better!”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-will-this-impact-marketers\">\u003Cstrong>How will this impact marketers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxSIyULFl-Luke-Northbrooke.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6341\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Luke Northbrooke\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“As we move towards a privacy-focused web and we become more reliant on automation, marketers will have less specific control over exactly where their money is going, and fewer levers to pull to change that. That being said, they may achieve better results in the long run!”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FMaria-Cojocariu.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14156\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Maria Cojocariu\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Marketers will have to adjust to the idea that automation and Google’s algorithm are advanced enough, and understand that even if they have less control over what happens, the end results will benefit them.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16529\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Liam Wade\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“When advertising on Search with Google and Microsoft in the future, your campaigns will be led by product and creative, and you’ll have to be content with budget-buckets and supplying relevant assets. But trust doesn’t mean you should blindly follow Google’s recommendations. Whether paid advertising is managed by agency, contractor or in-house, you won’t be able to see all of the data to back your decisions, even with your own first party data, so businesses will need experts they can trust and methodologies to prove value.”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-can-marketers-adapt-to-the-ppc-landscape-of-the-future\">\u003Cstrong>How can marketers adapt to the PPC landscape of the future?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxSIyULFl-Luke-Northbrooke.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6341\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Luke Northbrooke\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Marketers should review their current PPC practices as well as focus on building well-rounded, data-informed marketing strategies, rather than doubling down on what they’ve previously done in the past. Instead of thinking that PPC works in a vacuum, marketers need to think about how PPC fits into the larger marketing funnel for incremental results.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FMaria-Cojocariu.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14156\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Maria Cojocariu\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“It’s best to try to keep up with industry trends – as difficult as it can be at times, the world moves so quickly! This can be done by reading \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">PPC blogs\u003C\u002Fa> and newsletters, attending \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002F\">webinars\u003C\u002Fa>, and discussing things with other PPC experts in your own community, whether that is on social media or within your company or agency.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdAYJ1ON9-Katie-Walton.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6334\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Katie Walton\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“Marketers should be developing more integrated strategies across multiple marketing channels and getting used to how organic teams can support paid teams – and vice versa!”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr>\n\n\n\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-16529\" style=\"width:160px;height:160px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Liam Wade\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>“CPCs will continue to rise – that is a certainty. Therefore, improving your sales conversion rate (via product, branding, or website) is the best way to grow and\u002For maintain profitability while continuing to use PPC. \u003C\u002Fp>\n\n\n\n\u003Cp>Start asking more questions of the business you’re advertising for, whether you’re in-house or an agency. You’ll be surprised at how many problems you can solve by using the tactical PPC levers at your disposal.”\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Contributions from Impression’s Paid Media team\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fliam-wade\u002F\">Liam Wade\u003C\u002Fa> – Paid Media Director\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fluke-northbrooke\u002F\">Luke Northbrooke\u003C\u002Fa> – Senior Paid Media Strategist\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fmaria-cojocariu\u002F\">Maria Cojocariu\u003C\u002Fa> – Paid Media Analyst\u003C\u002Fli>\n\n\n\n\u003Cli>Fraser Andrews – Paid Media Strategist\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fkatie-walton\u002F\">Katie Walton\u003C\u002Fa> – Senior Paid Media Strategist\u003C\u002Fli>\n\n\n\n\u003Cli>Reuben Hewitt – Paid Media Executive\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Want to learn more about the future of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>? Stay up-to-date with the latest \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">PPC blog posts\u003C\u002Fa> and newsletters. We also have a wide range of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa> available, including whitepapers, webinars, and scripts! If you want to talk about your business’ PPC aspirations, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>!\u003C\u002Fp>\n",{"rendered":149,"protected":192},16807,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1244,"_yoast_wpseo_metadesc":1245,"inline_featured_image":192,"footnotes":5},"The future of PPC: Where will we be in the next 5 years? | Impression","The world of PPC has changed, so we asked our paid media team what the future of PPC will look like in 5 years time! Here are their 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