[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fmike-wickham":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":181,"head_links":183,"breadcrumbs":169,"posts":187,"pages":164,"head":1490},"Mike Wickham","","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":165},"Executive Director, Paid Media","\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},169,"98","2020-12-17 10:02:30","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","12","mike-wickham-3","inherit","2021-06-24 12:33:53","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Mike Wickham’s posts",{"data":90,"pages":164},[91,105,117,127,141,152],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","Ad Copy for PPC: Beyond Best Practices in 2026","\u003Cp>Advertising (and digital marketing in particular) is an ever-evolving practice. Whether it’s new campaign types, auditing features or more, we can often lose sight of some of the more basic but crucial concepts of our ads. Ad copy is one of these crucial concepts of digital marketing. It is a core part of any ad, […]\u003C\u002Fp>\n","\u002Fblog\u002Fad-copy-best-practices\u002F","2026-03-27T12:56:18",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fthom-milkovic-FTNGfpYCpGM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C934%2C1920%2C1920&w=640",[100],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":103,"name":104},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":92,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"How online platforms are adapting and implementing AI [Video]","\u003Cp>Learn how major marketing platforms like Google and Meta are integrating AI to change the way we advertise. Nick Handley and Aaron Dicks explain the profound shifts happening behind the scenes and how marketers need to adapt. In this video, you’ll learn: Transcript Nick Handley: Let’s jump into Google to start with. There are a […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-online-platforms-are-adapting-and-implementing-ai-video\u002F","2025-08-22T12:40:05",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F05_how-platforms-are-adapting-and-implementing-AI-min.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":101},{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":92,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"The AI Gambit: Google Marketing Live & I\u002FO Roundup for 2025","\u003Cp>Google Marketing Live and I\u002FO 2025 have just finished, and as expected, it was a blend of AI and product demos, but no mention of the messy middle? Pepper me disappointed.  But more importantly, this year has shown a huge shift that is happening in our industry and at Google in general.  Traditional Search is […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-marketing-live-roundup-2025\u002F","2025-05-27T16:12:17",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":4,"image":101},{"to":115,"name":116},{"type_key":92,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":122,"image":132,"authors":133,"category":138},"Impression’s paid media predictions for 2025","\u003Cp>As we move into the new year, it’s the perfect time to reflect on the past year in the digital world and to see what 2025 could hold. Over the course of 2024, it’s clear to see that the landscape experienced significant changes and evolution. 3 key paid media insights from 2024 The world of […]\u003C\u002Fp>\n","\u002Fblog\u002Fpaid-media-predictions-for-2025\u002F","2025-01-13T16:37:17","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,137],{"name":135,"image":136},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":101},{"to":139,"name":140},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type_key":92,"title":142,"excerpt":143,"to":144,"postedAt":145,"readingTime":110,"image":146,"authors":147,"category":149},"Create urgency this Black Friday with dynamic countdown ads","\u003Cp>Black Friday is a crucial time for businesses to maximise Q4 sales. Therefore, businesses like yours need to be on its A-game when it comes to their Black Friday Google Ads Campaign – and Countdown Ads should be a central part of this.  What are Countdown Ads? Countdown Ads appear on the Google search results […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreate-urgency-this-black-friday-with-dynamic-countdown-ads\u002F","2024-11-14T14:48:07","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fpexels-tima-miroshnichenko-8327976.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=551%2C0%2C1280%2C1280&w=640",[148],{"name":4,"image":101},{"to":150,"name":151},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":92,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":157,"image":158,"authors":159,"category":161},"Impression joins The Google Video Expert Program","\u003Cp>Paid search has undergone significant change in recent years. Ad formats have evolved, offering more dynamic ways to capture audiences. An increase in AI has changed bidding strategies, through formats such as Performance Max. Additionally, placement choices have expanded, allowing advertisers to reach audiences across more platforms than ever before. We’re witnessing a shift and […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-joins-the-google-video-expert-program\u002F","2024-06-24T12:16:14",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Frubaitul-azad-K1Hns0VkihQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160],{"name":4,"image":101},{"to":162,"name":163},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News","3",{"type":166,"style":167,"title":168,"heading":4,"intro":11,"services":12,"breadcrumbs":169,"photo":46,"social":181},"author","dark","Meet the Team",[170,173,176,179],{"path":171,"name":172},"\u002F","Home",{"path":174,"name":175},"\u002Fabout\u002F","About Us",{"path":177,"name":178},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":180,"name":4},null,{"twitter":5,"linkedin":182},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmichael-wickham-044a2444\u002F",[184],{"rel":185,"href":186},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmike-wickham\u002F",[188,505,697,884,1115,1301],{"id":189,"date":190,"date_gmt":190,"guid":191,"modified":96,"modified_gmt":96,"slug":193,"status":19,"type":92,"link":95,"title":194,"content":195,"excerpt":198,"author":199,"featured_media":200,"comment_status":20,"ping_status":20,"sticky":197,"template":5,"format":201,"meta":202,"categories":205,"collections":207,"coauthors":208,"class_list":210,"acf":218,"head_links":219,"breadcrumbs":220,"url_path":95,"search_description":204,"featured_image_urls":227,"authors":262,"type_nicename":271,"reading_minutes":97,"category":272,"yoast_title":203,"yoast_meta":274,"yoast_json_ld":331,"_links":455},23005,"2026-01-26T13:32:00",{"rendered":192},"\u002F?p=23005","ad-copy-best-practices",{"rendered":93},{"rendered":196,"protected":197},"\n\u003Cp>Advertising (and digital marketing in particular) is an ever-evolving practice. Whether it’s new campaign types, auditing features or more, we can often lose sight of some of the more basic but crucial concepts of our ads.\u003C\u002Fp>\n\n\n\n\u003Cp>Ad copy is one of these crucial concepts of digital marketing. It is a core part of any ad, but some marketers can often underestimate the importance of it. After all, it is one of the first, visual elements a potential target audience sees, and will help to form their first impressions on whether the ad is relevant to what they are looking for.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, this blog will cover some of the best practices to follow when writing advertising copy, and provide tips on how to ensure that your ads are conveying your desired message to customers in the most efficient and effective way possible.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: This post has been updated for 2026 👍 \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#aligning-messaging-with-your-brand\">Aligning messaging with your brand\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dominating-the-serp-leveraging-machine-learning\">Dominating the SERP & leveraging machine learning\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#unifying-your-messaging-across-your-marketing-plan\">Unifying your messaging across your marketing plan\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#conclusion\">Conclusion\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"aligning-messaging-with-your-brand\">Aligning messaging with your brand\u003C\u002Fh2>\n\n\n\n\u003Cp>Ensuring your messaging in ads is aligned with your brand is key to creating a cohesive marketing strategy. Matching your tone of voice in ad copy to the content on your site will create a more consistent user experience. Furthermore, this will solidify your brand and the value proposition of your product or service. For example, if you offer solutions for customers with a tight budget – be sure to include messages that convey that you offer the lowest prices or best value for money, if you are a premium brand, focus on the exquisite details that set you apart from the rest and let your customers know about the quality they can expect from you.\u003C\u002Fp>\n\n\n\n\u003Cp>Your presence on Google Ads can help to put these unique selling points (USPs) and your brand in front of users who are already searching for your product or service. Aligning your messaging here helps grab the attention of users who recall seeing one of your ads on a social media platform or from other marketing activities.\u003C\u002Fp>\n\n\n\n\u003Cp>Mixing your messaging with calls-to-action (CTAs) and other trust signals, such as reviews on recognised sites like Trustpilot or Feefo, will drive users to make meaningful conversions on your site and highlight why your brand should continue to be part of their purchase decision-making process.\u003Cbr>One technique for this would be to integrate dynamic review extensions which take data from your business’ account on a credible review site, such as Trustpilot, Feefo or Yelp, to showcase that your customers are left satisfied with your brand. You could also introduce keyword or location modifiers to ensure users are seeing messaging which matches their queries and nearby towns or cities to present your brand as a convenient solution if this is appropriate for your business.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fad-copy-best-practices-image-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23012\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"640\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fad-copy-best-practices-image-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23011\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Quick tips\u003C\u002Fstrong>:  \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Utilise dynamic review extensions in your ad copy\u003C\u002Fli>\n\n\n\n\u003Cli>Consider matching your messaging depending on the customer’s keyword search & location\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dominating-the-serp-leveraging-machine-learning\">Dominating the SERP & leveraging machine learning\u003C\u002Fh2>\n\n\n\n\u003Cp>Over the last few years, Google has made huge pushes in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">promoting automation and machine learning\u003C\u002Fa> across its services, and upgrading how its platform applies these – and this includes how ads are created too.   \u003C\u002Fp>\n\n\n\n\u003Cp>One of our top tips to leverage these capabilities is to make use of the space that Google gives to you. Google operates their ads by matching the most relevant copy you have given it to the most relevant consumer. If a user is searching for a specific sale your brand is running, and you’ve provided a set of headlines and descriptions mentioning it, these will be the most likely to show.\u003C\u002Fp>\n\n\n\n\u003Cp>By ensuring you’ve used up all of your headline and description slots, you are not only diversifying your copy but are also giving the platform more wiggle room to engage a wider and more relevant audience; the more engaged a user is with your ad, the more likely they are to follow up on it and click through to your site. Furthermore, ensure that you are using as much of the character limit as you possibly can, as this will help to fill up more space when your ad shows, keeping your brand front of mind with users. Typically the limit is 30 characters for headlines and 90 characters for descriptions, although some ad types vary.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So now you’ve filled up all of your headline slots with copy fully aligned to your brand’s image, tone and offerings – what next? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Some advertisers may feel daunted by having a large section of headlines and descriptions, making them feel that copy mentioning specific USPs could be lost in the crowd. This may then tempt them to pin headlines which you feel are important to ensure the viewers see this.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst on paper this may seem like the best approach, you’re consequently harming the machine learning process you’ve worked so hard to improve. So much so, that pinning even just one of your headlines may reduce up to 93% of all possible ad copy combinations Google can alternate between! Don’t believe us? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fresponsive-search-ads-best-practices\u002F\">Check out the theory behind this here!\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, by following these tips you will also be increasing another metric within the Google Ads platform: your \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F9921843?sjid=12458911074548049440-EU\">ad strength\u003C\u002Fa>. This score will help to highlight how well your copy is following Google’s best practices for optimal performance, based on relevant ad copy, user experience and how you bid on keywords. These are the key components which determine your ad rank when it comes to Google’s ad auctions and will contribute to the performance of your campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"unifying-your-messaging-across-your-marketing-plan\">\u003Cstrong>Unifying your messaging across your marketing plan\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Unifying messaging across your channels is a great way to maximise your ads and take advantage of any brand-building activity that has already been carried out. This can be taglines which your customers resonate with or CTAs which are proven to convert better for your business – this isn’t to say never test anything new, but we don’t need to reinvent the wheel!\u003C\u002Fp>\n\n\n\n\u003Cp>A great place to start might be looking at campaigns on social media, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing\u003C\u002Fa> or meta descriptions on your organic listings. Utilising your pre-existing content can give your ads a head start, particularly if you know certain messaging has performed well with your target audience already – as well as being a good time saver.\u003C\u002Fp>\n\n\n\n\u003Cp>Focusing on performance when you approach creating your PPC ads will ensure your decision-making process is focused on the elements which have the largest opportunity for growth, rather than looking to extract even more out of your already best-performing assets.  It can be easy to fall into the trap of trying to create 15 brand-new headlines and wasting resources when this can be avoided! \u003C\u002Fp>\n\n\n\n\u003Cp>Some messaging won’t be as effective on your PPC ads as it is on your email campaigns and that is to be expected because users on your mailing list are already familiar with your brand and have engaged with your digital presence. However, this is a great place to start if you are just creating a new campaign for your brand and looking for inspiration. These headlines can always be edited at a later date to find the best-performing combinations and variants of advertising copy. Remember to always be testing new copy in your ads to find the messages which resonate with your audience and to maximise your performance.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conclusion\">\u003Cstrong>Conclusion\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To summarise, having a coherent and consistent message in your ads will help you to connect with your target audience. Leveraging machine learning and your own first-party data will help you take your ads to the next level, maximising your ROI across your PPC campaigns. Utilise all of the tools available to you in the various search engine marketing platforms, such as Google Ads and Microsoft Ads, to dominate search result pages, highlight the USPs of your product or service and showcase the trust signals which will keep users coming back for more!\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> check out our other blog content \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">here\u003C\u002Fa> or reach out for specialist support on your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital marketing strategy\u003C\u002Fa>!\u003C\u002Fp>\n",false,{"rendered":94,"protected":197},73,23016,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":203,"_yoast_wpseo_metadesc":204,"inline_featured_image":197,"footnotes":5},"Ad Copy: Best PPC practices for 2026 | Impression","Ad copy is one of these crucial concepts of digital marketing. 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Nick Handley and Aaron Dicks explain the profound shifts happening behind the scenes and how marketers need to adapt. \u003C\u002Fp>\n\n\n\n\u003Cp>In this video, you’ll learn: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google’s AI Evolution: Discover new AI-driven features like AI Max for Search and Product Studio. See how these tools are moving beyond keywords to a more intent-based approach, allowing you to create personalised product imagery and more. \u003C\u002Fli>\n\n\n\n\u003Cli>Meta’s Advantage+: Get an inside look at how Meta’s new Advantage+ system uses AI to optimise creative assets for different audiences, sizes, and platforms. \u003C\u002Fli>\n\n\n\n\u003Cli>The Shift in Control: Understand why platforms are taking more control from marketers, and why this means your focus should shift from managing the tools to feeding them with high-quality data. \u003C\u002Fli>\n\n\n\n\u003Cli>The New Marketing Mindset: Learn why the most important role for marketers is becoming that of a data curator and strategist, ensuring the AI systems have the right inputs to deliver the best possible results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"How online platforms are adapting and implementing AI with Aaron Dicks & Nick Handley\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F_c9o00WN1bo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transcript\">Transcript\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> Let’s jump into Google to start with. There are a few things there that are actually quite important and big changes. We’ve also had AI Max for search, which is probably the first time we’ve had a fully targeted AI solution for search ads. It’s becoming less keyword-based and is going to become more intent-based, especially with AI Overviews. It feels like a nice move forward. It feels a bit scary, but quite nice and something that people should be testing.\u003C\u002Fp>\n\n\n\n\u003Cp>I think one of the bigger things that’s probably more important is looking at \u003Cstrong>Product Studio\u003C\u002Fstrong>. If anyone doesn’t know what Product Studio is, it’s the ability to change creative within the platform in Merchant Centre, instead of having to move elsewhere or have a creative studio. We’re seeing great success with it; we’re using it to change product imagery and to create different backgrounds. Obviously, Google is getting more personalised, so the ability to do that without having to bother clients or book out a whole studio space to do product imagery again is actually quite useful for us.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> We know Google have come out and said they’re an AI-first company, and we’re definitely seeing AI and machine learning being introduced across all of their platforms, aren’t we? In Google Analytics in particular, and also when we’re looking at the attribution data inside \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa>, we’re definitely seeing a lot more machine learning as well. Now, some of that’s forced because of the attribution challenges we have, but I think we need to get more comfortable with using that synthetic, manufactured data for making our decisions. So, we’re definitely seeing that in all of the platforms outside the ads as well.\u003C\u002Fp>\n\n\n\n\u003Cp>I guess let’s change gears a little bit. We’ve looked, I guess, quite a lot at Google. There are plenty of other ad platforms out there as well. What’s happening in Meta?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> Yeah, Meta is interesting. I think \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-meta-advantage-suite\u002F\">Advantage+\u003C\u002Fa>\u003C\u002Fstrong> is one of the biggest things that we’re seeing improvements in with AI. We’re actually using it across the majority of our clients, and we’re getting pretty decent results. It still requires a lot of input, which is quite nice. It gives us the creative tools and freedom to be able to test different creative, but then allows Meta to manipulate that creative to fit different ad sizes and to fit different people’s intent as well. It’s a pretty cool product, and I feel like that’s the way we’re going.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the biggest challenges we’re going to have with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Meta\u003C\u002Fa> is that they want to remove even more control from us. It was announced earlier in 2025 that they want to change how advertising works and make it so somebody can enter a budget and provide creative, and then let AI do the rest. I actually think it takes away from what the platform is built for and why people like it. It allows hyper-personalisation with insanely good targeting, and taking that away from people is actually a big negative, in my opinion.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> I think that’s an important step, isn’t it, as well, to understand how marketers are having to exist within this AI-enabled ecosystem. It’s not necessarily now about what we’re doing inside the platform. It’s more about how we’re feeding the platforms. That one step prior, a kind of \u003Cstrong>curatorship\u003C\u002Fstrong>, almost. What you put in is becoming super important versus what you can actually do inside the platforms, because I think that is the control that we’re losing, isn’t it?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> 100%. It’s more like data guardianship and data curatorship over actually being on the tools all the time. It’s what we’re teaching our teams and telling people now, as clients, is that we need better quality data to put in, and we’ll get better quality outputs back out. This isn’t new; it’s been around for a while, but it’s been really sped up with the evolution of AI within ad platforms themselves.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":107,"protected":197},34306,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":516,"_yoast_wpseo_metadesc":5,"inline_featured_image":197,"footnotes":5},"How online platforms are adapting and implementing AI [Video] | Impression",[518,519,520,206],39,284,36,[],[523,209],51,[525,92,212,213,214,215,216,526,527,528,217],"post-34304","category-digital-marketing","category-digital-strategy","category-paid-social",[],[],[532,533,534,537],{"path":171,"name":172},{"path":223,"name":224},{"path":535,"name":536},"\u002Fblog\u002Fcategory\u002Fdigital-strategy\u002F","Digital Strategy",{"path":180,"name":106},"Learn how major marketing platforms like Google and Meta are integrating AI to change the way we advertise. Nick Handley and Aaron Dicks explain the profound shifts happening behind the scenes and how marketers need to adapt. In this video, you’ll learn: Transcript Nick Handley: Let’s jump into Google to start with. There are a 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Marketing Live and I\u002FO 2025 have just finished, and as expected, it was a blend of AI and product demos, but no mention of the messy middle? Pepper me disappointed. \u003C\u002Fp>\n\n\n\n\u003Cp>But more importantly, this year has shown a huge shift that is happening in our industry and at Google in general. \u003C\u002Fp>\n\n\n\n\u003Cp>Traditional Search is changing, and it’s becoming more conversational. Marketers are going to have to adapt to this new world of Search. \u003C\u002Fp>\n\n\n\n\u003Cp>Whether that is adapting to new tools and technologies such as AI Max for Search (terrible name, right?) or understanding how our metrics will be impacted with new platforms to service new ways of user behaviour and search. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>‘AI is everywhere, and it is actually becoming useful for us and our customers!’\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Google is doubling down on AI across every surface of the ecosystem, especially Ads. I know this has come a long way from the days of SMART bidding, but this new position from Google around AI shows a strong stance on the direction of travel we undoubtedly are already on. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1982\" height=\"900\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33303\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>There has been a lot of hype, but there are some genuinely actionable updates that I’ve covered below…\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ai-overviews-ai-mode-google-is-doubling-down-on-search\">AI Overviews & AI Mode: Google is doubling down on search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ai-powered-shopping-seamless-commerce-experience-googles-words-not-mine\">AI-powered shopping: Seamless commerce experience (Google's words, not mine)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-ads-gets-even-smarter-or-should-i-say-closer-to-what-we-want-to-see\">Google Ads gets even smarter (or should I say, closer to what we want to see)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#youtube-brings-in-shoppable-tv-and-video-comes-to-the-serp\">YouTube brings in Shoppable TV and Video comes to the SERP\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#asset-studio-is-a-new-shiny-toy-for-advertisers\">Asset Studio is a new shiny toy for advertisers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measurement-and-attribution-google-is-finally-entering-a-new-era-that-weve-all-wanted\">Measurement and Attribution, Google is finally entering a new era that we’ve all wanted\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#my-final-takeaways-google-is-becoming-conversational-ai-driven-but-advertisers-need-to-keep-creativity-in-house\">My final takeaways: Google is becoming conversational, AI-driven, but advertisers need to keep creativity in-house\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ai-overviews-ai-mode-google-is-doubling-down-on-search\">\u003Cstrong>AI Overviews & AI Mode: Google is doubling down on search\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>A quick nod to AI Overviews…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Google brought up \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> already attract an incredible 1.5 billion users monthly, a beyond HUGE number for how long overviews have been around. This is only the start as AI overviews are growing rapidly with new features in the mix, but the biggie for me…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ads will soon integrate seamlessly within these overviews, transforming user engagement. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1838\" height=\"1062\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33304\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>My \u003Cem>hot take\u003C\u002Fem> here is that Google needs to be careful with how this is implemented to ensure that the validity of the search isn’t affected. For us advertisers, though, we need to ensure we understand the performance of these placements. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>But the really interesting update, AI Mode…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Rolling out in the U.S as we speak, and this will be coming to the UK! Google promises deeper conversational abilities, multimodal queries, and genuinely agentic actions, essentially competing with the likes of OpenAI and other monoliths in the conversational search space. As I mentioned above, this is a \u003Cstrong>huge\u003C\u002Fstrong> shift in the industry, and it shows the future we’re heading towards. A future in which users don’t just search, they speak to their engines to get meaningful insights from conversational search. I am \u003Cem>ALL\u003C\u002Fem> for this. \u003C\u002Fp>\n\n\n\n\u003Cp>Imagine having a personal shopper guiding users from query right through to checkout without ever leaving Search that is AI-powered? This is the future Google envisions for users.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1300\" height=\"733\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33305\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>My take here is that Google are trying to keep up in the battle of conversational search and is learning from other players in the market to protect market share now and in the future. I genuinely do believe that conversational search is going to become the norm, and advertisers from both organic and paid will have to find the best ways to use it. \u003C\u002Fp>\n\n\n\n\u003Cp>Traditional search isn’t dead, but it is changing. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1094\" height=\"636\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-4.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33307\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ai-powered-shopping-seamless-commerce-experience-googles-words-not-mine\">\u003Cstrong>AI-powered shopping: Seamless commerce experience (Google’s words, not mine)\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google’s AI is reshaping commerce by using AI to power and drive personalised recommendations and follow-ups. But, the \u003Cem>big thing\u003C\u002Fem> Google is launching is a feature called AI Try-On, which allows customers and brands to try on clothes by uploading a full photo of themselves. \u003C\u002Fp>\n\n\n\n\u003Cp>I, for one, think this is really cool, but I’m also a little sceptical that this won’t take and it’ll fall into the archives of Google’s failed experiments (looking at you, Google Glass). \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-5.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33302\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>One of the bigger players and changes in this space is the introduction of the Commerce Media Suite, which will house things such as the Agentic checkout workflows, allowing customers to purchase without ever leaving Google. This is one of the biggest changes in the e-commerce space in many years. \u003C\u002Fp>\n\n\n\n\u003Cp>My thoughts? This is a HUGE change for ecommerce and D2C brands that are trying to leverage new ways of engaging with their customers. Traditional search has been letting down ecommerce brands for a long time now, and this change allows them to revisit Google for not just bottom-of-the-funnel shopping wins. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-ads-gets-even-smarter-or-should-i-say-closer-to-what-we-want-to-see\">\u003Cstrong>Google Ads gets even smarter (or should I say, closer to what we want to see)\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Starting with PMAX… \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Channel Performance Reporting is now coming (in beta) to PMAX. This is a much-needed reporting update that we’ve been crying out for for years. \u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers now have further reporting functionality to look at performance across channels, which has been much needed to remove the black-box nature from PMAX.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Introducing AI Max for Search Campaigns…\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>AI Max for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">Search Campaigns\u003C\u002Fa> is the new campaign type on the block, and I actually \u003Cem>hate\u003C\u002Fem> the name. \u003C\u002Fp>\n\n\n\n\u003Cp>Irrespective, this groundbreaking feature will replace traditional keyword-based targeting in the future as we move towards a keywordless era. \u003C\u002Fp>\n\n\n\n\u003Cp>It works by leveraging landing pages, assets, and user intent signals (yawn) to deliver results and match your ads to users’ intent and search, apparently increasing conversions by finding searches that are emerging. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-6.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33306\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google’s Smart Bidding Exploration further elevates performance, pairing AI with flexible ROAS targets to uncover new, high-performing queries, marking Google’s most significant leap in bidding technology in a decade.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"youtube-brings-in-shoppable-tv-and-video-comes-to-the-serp\">\u003Cstrong>YouTube brings in Shoppable TV and Video comes to the SERP\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>YouTube and Video remain a key platform for Google and are getting enriched by video ads directly within Google Search and Shopping. This is a huge announcement for Google and changes again the way users can interact with Search and Shopping pages. \u003C\u002Fp>\n\n\n\n\u003Cp>Adding to this, YouTube Shorts are also coming to search and will act as a storefront where Brands can now interact with customers in a totally new way – more to come on this! \u003C\u002Fp>\n\n\n\n\u003Cp> Lastly, from my wrap-up, which I think is pretty cool, shoppable ads on Connected TVs are coming, and we know this is a huge part of the Google ecosystem. \u003C\u002Fp>\n\n\n\n\u003Cp>The takeaway? If you’re in ecommerce or use \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google Shopping\u003C\u002Fa>, now is your time to jump on video and YouTube; it’s an amazing channel for growth. If you’re using this in conjunction with other parts of the Google ecosystem, you’re setting yourself up to be a powerhouse across the entire user journey. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"asset-studio-is-a-new-shiny-toy-for-advertisers\">\u003Cstrong>Asset Studio is a new shiny toy for advertisers\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Launching later this year, Asset Studio offers marketers a pretty cool (if it works) AI-driven creative hub. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s meant to make content easier to create. It was mentioned that you can upload simple product shots, and AI will transform them into polished, engaging short-form videos. \u003C\u002Fp>\n\n\n\n\u003Cp>I personally love this, but I do think that it encroaches too much into the creative space unless you’re using them for simple PLAs or lack the resources to create appealing \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1248\" height=\"714\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-7.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33308\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>AI is great, but I genuinely do believe that creativity will become the most valuable currency in the future, and you should keep this \u003Cstrong>human\u003C\u002Fstrong>. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measurement-and-attribution-google-is-finally-entering-a-new-era-that-weve-all-wanted\">\u003Cstrong>Measurement and Attribution, Google is finally entering a new era that we’ve all wanted\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google’s Marketing Mix Model, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmeridian-googles-marketing-mix-modelling\u002F\">Meridian\u003C\u002Fa>, is getting further scope. \u003C\u002Fp>\n\n\n\n\u003Cp>The largest and best announcement from Google yesterday for me in this area was the impact it’ll have on incrementality tests in-platform. It’s now becoming easier to run tests at low cost across every aspect of your Google advertising. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1568\" height=\"716\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgoogle-marketing-live-2025-8.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33301\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>I’m very keen to test this and believe it’s going to be a threat (potentially) to measurement providers in the future as it becomes better. The question is, do you want Google to mark its own homework? \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"my-final-takeaways-google-is-becoming-conversational-ai-driven-but-advertisers-need-to-keep-creativity-in-house\">\u003Cstrong>My final takeaways: Google is becoming conversational, AI-driven, but advertisers need to keep creativity in-house\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>From the dynamic capabilities of Gemini 2.5 Pro to innovations across search, shopping, and creative tools, Google’s advancements at GML 2025 & I\u002FO represent a shift in digital marketing as we enter the new gold rush of AI adoption across the space. \u003C\u002Fp>\n\n\n\n\u003Cp>The future is pretty set up for me, though. AI integrations, streamlined creative and measurement tools are going to become the new standard to keep afloat when advertising on Google.\u003C\u002Fp>\n\n\n\n\u003Cp> For marketers, adapting to AI is fundamental, and it will no longer be a shiny marketing tool, but the core of what we do. \u003C\u002Fp>\n\n\n\n\u003Cp>Automate and use AI where you can, keep creative at your core and remember, this is the start of the largest shift in marketing.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":119,"protected":197},33315,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":709,"_yoast_wpseo_metadesc":5,"inline_featured_image":197,"footnotes":5},"The AI Gambit: Google Marketing Live & I\u002FO Roundup for 2025 | Impression",[518],[],[209],[714,92,212,213,214,215,216,526],"post-33292",[],[],[718,719,720,721],{"path":171,"name":172},{"path":223,"name":224},{"path":115,"name":116},{"path":180,"name":722},"The AI Gambit: Google Marketing Live & I\u002FO Roundup for 2025","Google Marketing Live and I\u002FO 2025 have just finished, and as expected, it was a blend of AI and product demos, but no mention of the messy middle? Pepper me disappointed.  But more importantly, this year has shown a huge shift that is happening in our industry and at Google in general.  Traditional Search is […]",{"thumbnail":725,"medium":726,"medium_large":728,"large":730,"1536x1536":732,"2048x2048":734,"post-thumbnail":736,"12_col":738,"default_landscape":740,"default_portrait":742,"6_col_and_margin_short":744,"11_col_and_margin":746,"9_col_rectangle":748,"11_col":750,"staff_image_696_600":752,"rectangular_thumbnail":754},{"url":123,"width":229,"height":229},{"url":727,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":729,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":731,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":733,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":735,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":737,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":739,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":741,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":743,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":745,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":747,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":749,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":751,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":753,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":755,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fjonny-gios-PDg180uwHvQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[757],{"id":199,"path":264,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":758},{"job_title":10,"full_bio":11,"specialist_service_links":759,"photo":762},[760],{"page":761,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":763},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"1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we move into the new year, it’s the perfect time to reflect on the past year in the digital world and to see what 2025 could hold. Over the course of 2024, it’s clear to see that the landscape experienced significant changes and evolution.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#3-key-paid-media-insights-from-2024\">3 key paid media insights from 2024\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-continued-rise-of-ai\">The (continued) rise of AI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#video-everywhere\">Video everywhere\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sustainability-spotlight\">Sustainability spotlight\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measurement-will-become-more-important\">Measurement will become more important\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#increase-in-creative-led-advertising\">Increase in creative-led advertising\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-key-paid-media-insights-from-2024\">\u003Cstrong>3 key paid media insights from 2024\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic\u003C\u002Fa> saw Connected TV (CTV) become a dominant player in the video advertising space, with global CTV programmatic ad spending expected to reach $6 billion by the end of 2024. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> saw a shift towards broad-based bidding with Performance Max (PMAX) taking centre stage & broad-match keywords with new and salient changes coming in late 2024 in which PMAX allowed priority ordering vs other campaigns. \u003C\u002Fli>\n\n\n\n\u003Cli>In \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> we’ve seen a continued increase in video with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fadvisor\u002Fbusiness\u002Fsocial-media-statistics\u002F\">66%\u003C\u002Fa> of users engaging favourably with short-form video content and the rise of content-creator-led content with 50% of Millennials putting trust in influencer-led content, I suppose we could say 2024 was the year of authenticity across paid social platforms. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The world of digital marketing is always changing, and keeping up with the latest trends while deciding where to invest your marketing budget can feel like chasing a moving target. But don’t worry — that’s where \u003Cstrong>Impression\u003C\u002Fstrong> can help! We’ve got you covered with our bold predictions for 2025, helping you stay ahead of the curve and make the most of your budget. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Talk with our team\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-continued-rise-of-ai\">\u003Cstrong>The (continued) rise of AI\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Artificial intelligence has made huge advancements in advertising throughout 2024, driving significant improvements in real-time bidding and audience optimisation, and helping advertisers reduce ad spend wastage by up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmodernmarketingtoday.com\u002Fais-influence-on-programmatic-advertising-in-2024-and-beyond\u002F\">30%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking ahead to 2025, we anticipate a broader array of AI-driven tools becoming accessible to marketers – and increased uptake of existing ones. Advantage+ has enhanced and changed the way we optimise Meta with new tools coming out each quarter to enhance, targeting, image assets to copy. The use of AI in Meta isn’t a new concept, with Advantage+ first launching in 2022, but we’ve seen a considerable push from Meta to use its enhancement tools in the last couple of years. \u003C\u002Fp>\n\n\n\n\u003Cp>Personalisation will benefit from advancements in AI, including automated dynamic creative messaging tailored to audience signals, dynamic audience adjustments for optimal campaign performance, and the advanced use of AI to detect and prevent ad fraud.\u003C\u002Fp>\n\n\n\n\u003Cp>AI integration in Paid Social will continue to grow in 2025, especially as personalisation in a post-cookie world becomes the norm. Advertisers are adapting to new product features on Meta and other platforms, finding the best ways to engage their audiences effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>If we lean to Search, in particular, Google we’ve seen the incorporation of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgenerative-ai-search\u002F\">Generative Search\u003C\u002Fa>, and it’s now taking up a large proportion of search space, especially on mobile. We’re seeing a shift in how Google is surfacing information and this is changing how we’ll need to optimise ads accounts. Data and feeds have forever been at the core of more recent Google products but with this shift to a generative way of serving information, data is going to become an even larger cornerstone of paid search in 2025 too. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"video-everywhere\">\u003Cstrong>Video everywhere\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In 2025, 55% of marketers surveyed by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kantar.com\u002Fcampaigns\u002Fmarketing-trends?creative=720035494027&keyword=video%20marketing%20trends&matchtype=p&network=g&device=c&gad_source=1&gclid=CjwKCAiAjeW6BhBAEiwAdKltMqsB1Swz5NTrBvIALdJk9QXSb49RnQM0YvtiySj4F9oUD43v-bFZGxoCNw0QAvD_BwE\">Kantar\u003C\u002Fa> plan to increase investment in TV streaming, fueled in part by the growing uptake in ad-supported streaming subscriptions. In 2024, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nytimes.com\u002F2024\u002F05\u002F26\u002Fbusiness\u002Fmedia\u002Fads-tv-streaming.html\">56%\u003C\u002Fa> of new subscribers to platforms like Netflix and Disney+ chose lower-cost, ad-supported options, a trend expected to continue into 2025. This shift is opening up more Connected TV (CTV) inventory availability, offering a cost-effective way to reach engaged audiences on premium platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>CTV ads are also becoming more interactive, with features like shoppable ads, integrated QR codes, and gamification enabling brands to drive action within a typically brand-led format. In 2025, brands are likely to leverage these capabilities to deliver unified messaging across display, video, and CTV activations.\u003C\u002Fp>\n\n\n\n\u003Cp>Video growth isn’t just driven by TV. Google is pushing advertisers toward YouTube and video placements, with new products like PMAX taking up a larger share of ad budgets. The shift toward visual formats in 2024 signals a move away from traditional search ads to more engaging placements.\u003C\u002Fp>\n\n\n\n\u003Cp>In line with increased ad spend, video content production has surged too. brands are increasingly using influencers and content creators to engage customers. Influencer marketing spend, projected at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Foutlook\u002Famo\u002Fadvertising\u002Finfluencer-advertising\u002Fworldwide\">$35B in 2024, is expected to grow to $56B by 2029\u003C\u002Fa>, with micro-influencers gaining traction as authenticity becomes a key driver of consumer behavior. In fact, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dashhudson.com\u002Fblog\u002Fbrand-authenticity-social-media-rise\">88% of users report buying from brands that present authentic content\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As 2025 approaches, brands will need to continue prioritising creativity and authenticity to stand out. Video placements will take an even larger share of marketing budgets, and those already investing in creative, authentic content will reap the greatest rewards.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"sustainability-spotlight\">\u003Cstrong>Sustainability spotlight\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Sustainability in advertising gained significant traction in 2024, with over \u003Ca href=\"https:\u002F\u002Fblog.relevant-digital.com\u002Fkey-findings-attitudes-to-programmatic-advertising-2024#:~:text=Sustainable%20practices%20in%20programmatic%20advertising,consideration%20in%20programmatic%20media%20planning.\">80% of companies identifying it as a strategic priority\u003C\u002Fa>. This mirrors buyer sentiment, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finfo.lek.com\u002Fconsumer-sustainability-2024\">93%\u003C\u002Fa> of global consumers wanting to live a more sustainable lifestyle, presenting brands with an opportunity to make an authentic and meaningful connection with their audience. In 2025, we expect a surge in eco-conscious campaigns, driven by broader legislative changes that will affect brands’ ESG priorities. This shift will likely prompt brands to make more deliberate choices about their marketing strategies and ad spend allocation.\u003C\u002Fp>\n\n\n\n\u003Cp>We predict a heightened focus on efficient targeting and frequency management to ensure impressions are delivered where they have the most impact, reducing unnecessary ad waste. This will likely result in a broader adoption of carbon measurement tools, such as Scope3, enabling brands to measure and offset the carbon emissions generated by their campaigns. These efforts will mark a significant step toward aligning advertising practices with global sustainability goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Consumers are driving this sustainability trend too, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1056522\u002Fsustainable-shopping-behavior-of-uk-shoppers\u002F\">47%\u003C\u002Fa> of online shoppers choosing brands showing sustainable efforts over other similar brands, we expect this to continue. This has changed how we advertise using paid media, particularly on social with a recent GWI report demonstrating \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gwi.com\u002Freports\u002Fsocial\">52%\u003C\u002Fa> of social media purchasing a product after seeing it promoted as sustainable. In 2025 we expect this to continue and brands having to show and demonstrate their sustainability to compete in a landscape where it’s increasingly becoming expected over being an extra. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measurement-will-become-more-important\">\u003Cstrong>Measurement will become more important\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With predicted media spend increasing comes the need for more precise performance measurement. At the end of 2023 we conducted a survey which found that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fthe-marketing-landscape-in-2024\u002F\">39%\u003C\u002Fa> of marketers found it difficult to measure the impact of their marketing channels and we believe this has continued to rise.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite the news that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdpnetwork.org.uk\u002Fgoogle-abandons-plans-to-phase-out-third-party-cookies\u002F\">Google has extended the life of the third-party cookie\u003C\u002Fa>, we are not out of the woods in terms of new privacy regulations that impact the data available for measurement. \u003C\u002Fp>\n\n\n\n\u003Cp>And we’re not the only ones that are saying this is going to be an ongoing challenge, with Havard Business School suggesting different measurement models such as marketing mix models will become the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2023\u002F03\u002Fa-new-gold-standard-for-digital-ad-measurement\">‘new gold standard’ \u003C\u002Fa>for ad measurement in data-constrained online settings.\u003C\u002Fp>\n\n\n\n\u003Cp>We predict a rise in alternative measurement methods, such as Marketing Mix Models (MMMs), incrementality tests, or new Multi-touch Attribution (MTA) models, as brands seek more accurate ways to measure holistic success beyond native platform metrics. We know that MMMs are not new but we strongly believe moving from measuring success with attribution to contribution of media channels is going to be key to planning and delivering media efficiently. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"increase-in-creative-led-advertising\">\u003Cstrong>Increase in creative-led advertising\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Creativity in all forms of paid media will be paramount in 2025 with platforms growing closer than ever with platforms offering similar solutions to advertisers. TikTok has announced it’s breaking into the search world launching \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads.tiktok.com\u002Fbusiness\u002Fen-US\u002Fblog\u002Fintroducing-search-ads-campaign?redirected=1\">TikTok Search Ads\u003C\u002Fa>, changing the narrative of social ads, and giving brands the option to incorporate search tactics in their social advertising. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, Google is shifting its efforts towards creativity, in a juxtaposition and to somewhat challenge the meteoric rise of paid social, Google is putting efforts into YouTube. YouTube is a core platform for Google with it holding\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsproutsocial.com\u002Finsights\u002Fyoutube-stats\u002F\"> 2.49 billion monthly active users\u003C\u002Fa>, allowing it to compete against other social channels. \u003C\u002Fp>\n\n\n\n\u003Cp>We expect the shift to creative-focussed advertising to continue as consumers change how they engage with brands shifting their efforts towards UGC and influencer-led creative. Authenticity is becoming paramount with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fadvisor\u002Fbusiness\u002Fsocial-media-statistics\u002F\">88%\u003C\u002Fa> of users buying from brands showing it’s a key factor to purchasing a product. We know that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fbrand-vs-performance-marketing-getting-the-balance-right\u002F\">authenticity and brand investment\u003C\u002Fa> are key to growing brands and this will become center stage in 2025\u003C\u002Fp>\n\n\n\n\u003Cp>With the increase in automation across platforms, there’s less differentiation to how you can activate which we believe means advertisers need to shift focus to what helps them stand out in data and creativity. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2025 we’ll see brands and advertisers needing to shift their focus and refocus on creative and storytelling within their ads to help them get a leg up against competition in busy and automated ad auctions. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":129,"protected":197},31459,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":896,"_yoast_wpseo_metadesc":897,"inline_featured_image":197,"footnotes":5},"Impression’s paid media predictions for 2025 | Impression","We’ve got you covered with our bold predictions for 2025, helping you stay ahead of the curve and make the most of your budget. Learn more.",[520,206],[],[901,209],230,[903,92,212,213,214,215,216,528,217],"post-31454",[],[],[907,908,909,910],{"path":171,"name":172},{"path":223,"name":224},{"path":103,"name":104},{"path":180,"name":128},{"thumbnail":912,"medium":913,"medium_large":915,"large":917,"1536x1536":919,"2048x2048":921,"post-thumbnail":923,"12_col":925,"default_landscape":927,"default_portrait":929,"6_col_and_margin_short":931,"11_col_and_margin":933,"9_col_rectangle":935,"11_col":937,"staff_image_696_600":939,"rectangular_thumbnail":941},{"url":132,"width":229,"height":229},{"url":914,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":916,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1156&q=90&w=768",{"url":918,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":920,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1020",{"url":922,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1360",{"url":924,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":926,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":928,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":930,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":932,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":934,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":936,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":938,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":940,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":942,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Farthur-ogleznev-rWDumHFt8E8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[944,987],{"id":945,"path":946,"display_name":135,"job_title":947,"description":5,"avatar_url":136,"acf":948},134,"\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F","Associate Director, Head of Programmatic",{"job_title":947,"full_bio":949,"specialist_service_links":950,"photo":961},"\u003Cp>Associate Director, Head of Programmatic. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>I first started working in Programmatic 5 years ago at a large agency. Over this time I have led a number of global accounts across lots of different industries.\u003C\u002Fp>\n\u003Cp>Day to day, I will be building out Impression’s programmatic proposition, building a team and running campaigns\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>In my free time, you can find me cooking, going for walks and playing squash!\u003C\u002Fp>\n",[951],{"page":952,"link_text":960},{"ID":953,"post_author":16,"post_date":954,"post_date_gmt":954,"post_content":5,"post_title":955,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":956,"to_ping":5,"pinged":5,"post_modified":957,"post_modified_gmt":957,"post_content_filtered":5,"post_parent":15,"guid":958,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":959},316,"2021-01-06 16:32:37","Programmatic","programmatic","2025-04-08 07:20:24","\u002F?page_id=316","\u002Fpaid-media\u002Fprogrammatic\u002F","Programmatic Advertising",{"ID":962,"id":962,"title":963,"filename":964,"filesize":965,"url":966,"link":967,"alt":5,"author":35,"description":5,"caption":5,"name":968,"status":37,"uploaded_to":23,"date":969,"modified":969,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":970},33327,"Harriet-Howarth","Harriet-Howarth.png",414235,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&q=90","\u002Fharriet-howarth-4\u002F","harriet-howarth-4","2025-05-29 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ed_image_urls":1144,"authors":1176,"type_nicename":271,"reading_minutes":110,"category":1184,"yoast_title":1128,"yoast_meta":1187,"yoast_json_ld":1214,"_links":1264},2440,"2024-11-12T14:32:00",{"rendered":1119},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fcreate-urgency-this-black-friday-with-dynamic-countdown-ads\u002F","create-urgency-this-black-friday-with-dynamic-countdown-ads",{"rendered":142},{"rendered":1123,"protected":197},"\n\u003Cp>Black Friday is a crucial time for businesses to maximise Q4 sales. Therefore, businesses like yours need to be on its A-game when it comes to their Black Friday Google Ads Campaign – and Countdown Ads should be a central part of this. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-countdown-ads\">\u003Cstrong>What are Countdown Ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown Ads appear on the Google search results page within an ad, either in the headline, description or path field. They display a live countdown timer to the user for the business to promote a particular sale or event they currently have. This will be in days, hours or minutes and will automatically adjust depending on how close to the event it currently is.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image aligncenter size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"618\" height=\"320\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fcountdown-ad-example-in-search-engine-results.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: 25% Off Entire Store | Black Friday | Sale Ends in 5 hours.\nGraphic: Red box highlighting 'Sale ends in 5 hours'.\" class=\"wp-image-19530\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-do-i-need-countdown-ads\">\u003Cstrong>Why do I need Countdown Ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown ads are a powerful tool to create urgency amongst the user, while also making your sale or promotion stand out in the search results! Creating this urgency encourages the user to click on the ad and take action quickly, resulting in more conversions for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>Another benefit of countdown ads is that they aren’t included in your character count, so there’s no need to adjust your headline or descriptions to fit these in.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-implement-countdown-ads-in-google-ads\">\u003Cstrong>How to implement Countdown Ads\u003C\u002Fstrong> in Google Ads\u003C\u002Fh2>\n\n\n\n \n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-1-selecting-the-ad\">Step 1: Selecting the ad\u003C\u002Fh3>\n\n\n\n\u003Cp>Open your Google Ads account and select:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>\u003Cem>campaign > ad group > ad\u003C\u002Fem>\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>This is how you select an ad you wish to add to the countdown timer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-2-adding-the-countdown-timer\">Step 2: Adding the countdown timer\u003C\u002Fh3>\n\n\n\n\u003Cp>Now decide which part of the ad you would like to add the countdown timer to (headline or description). Enter a brace (curly bracket) “ \u003Cstrong>{ \u003C\u002Fstrong>“ and Google will give you the option to insert a countdown timer:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"459\" height=\"388\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fdynamic-countdown-step-2.png?auto=compress%2Cformat&q=90\" alt=\"Image: Drop down dialogue menu with 3 options available: Keyword insertion, countdown and location insertion. For this ad to be made a countdown ad, we select 'countdown'.\" class=\"wp-image-19531\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-3-setting-date-time-and-duration\">Step 3: Setting date, time and duration\u003C\u002Fh3>\n\n\n\n\u003Cp>This will then open a dialogue window where you can choose your countdown end date and the length of time that the countdown will display for:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"517\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fdynamic-countdown-part-3-update.png?auto=compress%2Cformat&q=90\" alt=\"Image: Here we select when the countdown ends, how many days the countdown is for, i.e. 5 days.\" class=\"wp-image-25510\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-4-adjusting-for-time-zones\">Step 4: Adjusting for time zones\u003C\u002Fh3>\n\n\n\n\u003Cp>You can also choose whether the ad countdown changes between different time zones or is fixed to the Google Ads account time zone. If you select ‘\u003Cstrong>\u003Cem>ad viewer’s time zone\u003C\u002Fem>\u003C\u002Fstrong>\u003Cem>’ \u003C\u002Fem>the countdown will display different times depending what time zone the user is in, so for example the ad will end 5 hours later for a user in New York than a London user due to the time difference.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"517\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fdynamic-countdown-part-4-update.png?auto=compress%2Cformat&q=90\" alt=\"Image: A highlighted area showing that we have selected the option 'Ad viewer's time zone' for the time zone characteristic. This should allow different times to be shown to users overseas.\" class=\"wp-image-25511\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-5-launch\">Step 5: Launch!\u003C\u002Fh3>\n\n\n\n\u003Cp>You’re all done – Go check out your countdown ad in the Google Search results page and watch those conversions increase!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"other-uses-of-countdown-ads\">\u003Cstrong>Other Uses Of Countdown Ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown ads don’t just have to be used for a Black Friday sale – they should be used throughout the year to promote any time-specific sales you have to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6193743?hl=en-GB\">create urgency in the same way\u003C\u002Fa>. They don’t even have to be used just for sales, you could use them to promote a new store opening or new product launch.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key Takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use the countdown feature in your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa> this Black Friday to ensure you create a buzz and sense of urgency around your sale\u003C\u002Fli>\n\n\n\n\u003Cli>Make them customised to the viewer’s time zones if you operate an international website so the ad shows during the whole day for those customers \u003C\u002Fli>\n\n\n\n\u003Cli>Continue to use them after Black Friday is over to promote additional sales or events you have going on\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>For more tips on how to get the most out of your Black Friday campaigns, check out our dedicated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">blog\u003C\u002Fa> section. Further actionable advice and strategies can be found in our webinars and white papers on our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa> page.\u003C\u002Fp>\n",{"rendered":143,"protected":197},19534,{"_yoast_wpseo_focuskw":1127,"_yoast_wpseo_title":1128,"_yoast_wpseo_metadesc":1129,"inline_featured_image":197,"footnotes":5},"Countdown ads","Create urgency this Black Friday with dynamic countdown ads | Impression","Countdown Ads display a live timer to the user in order for the business to promote a sale or event. Learn how to create countdown ads in Google 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search has undergone significant change in recent years. Ad formats have evolved, offering more dynamic ways to capture audiences. An increase in AI has changed bidding strategies, through formats such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-are-performance-max-campaigns\u002F\">Performance Max\u003C\u002Fa>. Additionally, placement choices have expanded, allowing advertisers to reach audiences across more platforms than ever before.\u003C\u002Fp>\n\n\n\n\u003Cp>We’re witnessing a shift and blur of social media and search formats, with platforms increasingly adopting search-like features, changing how users interact and experience with their platforms. In 2023, TikTok introduced a search function similar to Google’s, highlighting a shift towards video and display content. YouTube, as a result, has become a central platform for major campaign types.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"search-alone-is-no-longer-enough\">Search alone is no longer enough \u003C\u002Fh2>\n\n\n\n\u003Cp>It was found that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fmarketing-strategies\u002Fvideo\u002Fvideo-trends-where-audience-watching\u002F\">6 out of 10 people surveyed\u003C\u002Fa> opted into watching online video platforms over that of traditional TV, highlighting a shift in the video space and consumer behaviours when it comes to how they consume content. With the rise of popular video-centric app platforms, we’re now spending more time browsing videos on our phones in the forms of YouTube Shorts, TikToks and Instagram Reels. Video-on-demand (VoDs) have also proven popular on these platforms through more traditional devices.\u003C\u002Fp>\n\n\n\n\u003Cp>It has been \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.adweek.com\u002Fconvergent-tv\u002Fnew-study-says-2025-half-consumers-under-32-won-t-pay-cable-167400\u002F\">predicted that by 2025\u003C\u002Fa> half of viewers under the age of 32 will not subscribe to a pay-for-TV service, and I’m actually one of those. \u003C\u002Fp>\n\n\n\n\u003Cp>But why does this matter though? Well, as marketers, it’s important that we move with trends to cater to and garner audience attention in the right place, at the right time. The younger generation is soon to be our largest purchase power, and at least in the short to medium term, video is going to to play a key part in future marketing strategies. However, this doesn’t mean that we simply ignore traditional acquisition strategies such as search, shopping, and importantly, social will still play a big part in the buyer cycle. \u003C\u002Fp>\n\n\n\n\u003Cp>The importance of creative and video cannot be understated, but brands find that it often feels laborious, expensive and time-consuming to activate without having the right resources and people in place to do so.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Drum roll, please\u003C\u002Fem> 🥁🥁🥁\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"this-is-why-weve-teamed-up-with-google-to-tackle-this\">This is why we’ve teamed up with Google to tackle this\u003C\u002Fh2>\n\n\n\n\u003Cp>Impression has been going through some exciting changes recently, such as building our in-house creative team to offer clients better creative solutions and help clients establish their brand and identity. This service has been used especially across our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">Paid Media\u003C\u002Fa> clients. \u003C\u002Fp>\n\n\n\n\u003Cp>We’ve seen a growing need to develop internal \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-technology\u002F\">tools\u003C\u002Fa> and offerings to help our clients grow and bring performance across their marketing strategy, not just at the point of conversion. \u003C\u002Fp>\n\n\n\n\u003Cp>Google has also seen the need to increase investment into their video and creative streams, and alongside \u003Cstrong>22 \u003C\u002Fstrong>other top UK agencies, Impression has teamed up with Google to join their \u003Cstrong>Video Expert Program \u003C\u002Fstrong>in which we will have a joint partnership to help grow our clients through video. \u003C\u002Fp>\n\n\n\n\u003Cp>Over the next 12 months, Impression will be embarking on a robust and exciting program with Google to enhance our creative skills from activation to strategy, bringing best-in-class video strategy to our clients. If you would like to know more, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with us. You can also talk to me more about this program on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fnicholaslukehandley\u002F\">LinkedIn\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":154,"protected":197},29222,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1313,"_yoast_wpseo_metadesc":1314,"inline_featured_image":197,"footnotes":5},"Impression joins The Google Video Expert Program | Impression","Impression will be embarking on the Google Video Expert program, partnering with Google to enhance our creative skills from activation to 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