[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Foliver-dykes":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":142,"head_links":143,"breadcrumbs":130,"posts":147,"pages":125,"head":827},"Oliver Dykes","","As a Paid Media Strategist, I support the team in optimising accounts, writing ad copy, keyword research, ultimately helping our clients to reach their goals. When I'm not at my laptop you can find me watching Football or Cricket!",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.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":126},"Paid Media Executive","\u003Cp>Paid Media Strategist. Joined Impression in July 2022.\u003C\u002Fp>\n\u003Cp>I studied at Nottingham Trent University where I graduated with a degree in business management and marketing. Before joining Impression, I worked as a paid media executive for an agency in London, which helped me to learn and develop my skills in PPC.\u003C\u002Fp>\n\u003Cp>At Impression, my day-to-day role consists of supporting the paid media team in optimising accounts, writing ad copy, keyword research, ultimately helping our clients to reach their goals.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I’m Proud Of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I once completed a takeoff and landing in a small Cessna 172. (under supervision of course)\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside Of Work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Find me watching Football or Cricket! Outside of sports, I like travelling, exploring new places.\u003C\u002Fp>\n\u003Cp> \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},18584,"Oliver-Dykes","Oliver-Dykes.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&q=90","\u002Foliver-dykes\u002F","12","oliver-dykes","inherit","2022-07-18 16:20:07","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\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.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,"Oliver Dykes’ posts",{"data":90,"pages":125},[91,105,115],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","Using online reviews to support your Paid Media activity","\u003Cp>Customer reviews and endorsements play an important role in helping public perception of your business. In a 2022 study, it was found that 95% of consumers read reviews before they buy a product, while 67% say they wouldn’t trust a high rating unless it comes with many reviews. Reviews assist future customers at the consideration […]\u003C\u002Fp>\n","\u002Fblog\u002Fonline-reviews-paid-media\u002F","2025-04-23T15:52:34",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fspacepixel-creative-0_KdH3jn0qY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[100],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002FOliver-Dykes.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},"What’s new in PPC: February 2023 industry updates","\u003Cp>Welcome to the latest blog from  Impression on Paid Search Industry Updates, where we uncover the latest PPC trends to help you stay ahead of the curve. With the long January finally over, we’ve started to see the wheels turn over in the world of PPC, with both some minor and major changes that paid […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-ppc-february-2023-industry-updates\u002F","2023-02-28T11:17:57",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":101},{"to":103,"name":104},{"type_key":92,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Netflix announces partnership with Microsoft ahead of rolling out new ad-supported tier","\u003Cp>Back in July, Microsoft announced that it had been chosen by Netflix to become its new “technology and sales partner”. Essentially, Netflix has put Microsoft in charge of powering its first ad-supported subscription offering. Fast-forward to October and Netflix has confirmed that its new ad-supported tier, called “basic with ads”, will officially roll out on […]\u003C\u002Fp>\n","\u002Fblog\u002Fnetflix-announces-new-ad-supported-tier-powered-by-microsoft\u002F","2022-10-21T16:16:00",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fdcl-650-Bx5-8M-y0sI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":101},{"to":103,"name":104},"1",{"type":127,"style":128,"title":129,"heading":4,"intro":11,"services":12,"breadcrumbs":130,"photo":46,"social":142},"author","dark","Meet the Team",[131,134,137,140],{"path":132,"name":133},"\u002F","Home",{"path":135,"name":136},"\u002Fabout\u002F","About Us",{"path":138,"name":139},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":141,"name":4},null,{"twitter":5,"linkedin":5},[144],{"rel":145,"href":146},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Foliver-dykes\u002F",[148,463,645],{"id":149,"date":150,"date_gmt":150,"guid":151,"modified":96,"modified_gmt":96,"slug":153,"status":19,"type":92,"link":95,"title":154,"content":155,"excerpt":158,"author":159,"featured_media":160,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":162,"categories":164,"collections":166,"coauthors":167,"class_list":169,"acf":177,"head_links":178,"breadcrumbs":179,"url_path":95,"search_description":186,"featured_image_urls":187,"authors":222,"type_nicename":231,"reading_minutes":97,"category":232,"yoast_title":163,"yoast_meta":234,"yoast_json_ld":288,"_links":413},32938,"2025-04-23T15:52:18",{"rendered":152},"\u002F?p=32938","online-reviews-paid-media",{"rendered":93},{"rendered":156,"protected":157},"\n\u003Cp>Customer reviews and endorsements play an important role in helping public perception of your business. In a \u003Ca href=\"https:\u002F\u002Fwww.globenewswire.com\u002Fnews-release\u002F2022\u002F01\u002F13\u002F2366090\u002F0\u002Fen\u002FBrand-Rated-Nine-out-of-ten-customers-read-reviews-before-buying-a-product.html#:~:text=According%20to%20online%20review%20statistics,it%20comes%20with%20many%20reviews\">2022 study\u003C\u002Fa>, it was found that 95% of consumers read reviews before they buy a product, while 67% say they wouldn’t trust a high rating unless it comes with many reviews.\u003C\u002Fp>\n\n\n\n\u003Cp>Reviews assist future customers at the consideration stage of the marketing funnel, who might be researching a company. They help build trust and a positive brand reputation in the minds of consumers who are looking to purchase quality goods or services. They can use the experiences of others to help determine whether a particular company is right for them.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we will be taking a look at review marketing, platforms where you can gather customer feedback, the benefits of reviews and how you can incorporate them into your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">Paid Media\u003C\u002Fa> activity.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"review-platforms\">Review platforms\u003C\u002Fh2>\n\n\n\n\u003Cp>An online review platform is a website or app where users can share feedback about products, services, or businesses they’ve interacted with. These platforms allow consumers to post ratings, comments, and recommendations, which can influence purchasing decisions. These platforms also help businesses gather and manage customer feedback, making them essential tools for maintaining a positive online presence and engaging with consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>There is a range of options when it comes to choosing a review partner. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F14628991?hl=en-GB\">Google Customer Reviews\u003C\u002Fa> is hosted by the search giant and is a free program that can collect post-fulfilment reviews on your behalf.\u003C\u002Fp>\n\n\n\n\u003Cp>Other popular customer review platforms include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.trustpilot.com\u002F\">Trustpilot\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.feefo.com\u002F\">Feefo\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.yelp.co.uk\u002F\">Yelp\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.checkatrade.com\u002F\">Checkatrade\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.which.co.uk\u002F\">Which?\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tripadvisor.co.uk\u002F\">TripAdvisor\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you don’t want to use Google or already have another partner for your reviews, you can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2375474#Supported_review_partners\">check to see if your existing review platform is supported\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"benefits-of-reviews\">Benefits of reviews\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"trust-signals\">Trust signals\u003C\u002Fh3>\n\n\n\n\u003Cp>Positive reviews serve as a crucial trust signal between businesses and potential customers, helping to validate the legitimacy of both the business and its products & services. They not only enhance credibility but also reassure prospective buyers about the quality of what they are purchasing.\u003C\u002Fp>\n\n\n\n\u003Cp>Without reviews, it becomes difficult for consumers to trust a business and understand the experiences of previous customers who have purchased the product. Reviews provide valuable insights into the product’s quality and the overall customer experience, helping potential buyers make informed decisions.\u003C\u002Fp>\n\n\n\n\u003Cp>Reviews are a powerful tool for persuading new customers to make a purchase. Even negative reviews can be beneficial if they are perceived as isolated incidents, especially when accompanied by prompt and effective customer service responses. This demonstrates a company’s commitment to resolving issues and enhances trust among potential buyers.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversion-rates\">Conversion rates\u003C\u002Fh3>\n\n\n\n\u003Cp>Reviews serve as a crucial trust signal for consumers and significantly contribute to increasing revenue through enhanced conversion rates. According to research by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fspiegel.medill.northwestern.edu\u002Fhow-online-reviews-influence-sales\u002F#:~:text=Insights%20into%20How%20Online%20Reviews,a%20product%20with%20no%20reviews.\">Spiegel\u003C\u002Fa>, products with just five reviews can see a remarkable 270% increase in conversion rates compared to those with no reviews. This illustrates how essential reviews are in shaping consumer perceptions and driving sales.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-reviews-help-your-paid-media-activity\">How can reviews help your Paid Media activity?\u003C\u002Fh2>\n\n\n\n\u003Cp>So, how can reviews fit into your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">Paid Media\u003C\u002Fa> strategy? Below, we explore some examples of ways that you can integrate them into your marketing activity. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-copy\">Ad copy\u003C\u002Fh3>\n\n\n\n\u003Cp>If you are pleased with the reviews on your platform and its ratings, you can use this within your advertising copy to attract potential consumers. Highlighting positive reviews in this way not only builds credibility but also enhances your brand’s reputation and encourages new customers to engage with your products or services.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"579\" height=\"127\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fonline-reviews-ad-copy.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32946\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>By highlighting your rating in your advertising copy, you effectively showcase the opinions of past customers, offering potential buyers valuable insights into your brand. This is particularly crucial for first-time researchers who may be comparing your offerings against competitors. In such a crowded market, every headline must make an impact. The great thing about this approach is its scalability; whether you’re a local business or a large multinational corporation, social proof plays a vital role in influencing the decisions of your prospective customers or clients.\u003C\u002Fp>\n\n\n\n\u003Cp>Consider incorporating the actual rating number into your ad copy and conducting A\u002FB tests to see which version performs better. This approach can provide valuable insights into what resonates more with your audience and enhances your advertising strategy.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"automated-assets\">Automated assets\u003C\u002Fh3>\n\n\n\n\u003Cp>Automated assets can be an effective way to display your review count and star rating directly in ads with minimal setup required. Below is an example from Google, illustrating how reviews appear in search ads when they’re automatically pulled through.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"704\" height=\"285\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fautomated-assets-reviews.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32943\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This is another great way to showcase your review score (and amount) for customers at a glance.\u003C\u002Fp>\n\n\n\n\u003Cp>To enable this automated asset, certain criteria must be met. Primarily, you need to reach a minimum review threshold for the rating to appear. While Google notes this number may vary, a general guideline is to aim for around 100 reviews to start displaying a rating. In addition to this, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2375474?hl=en-GB#:~:text=Text%20ads,shop%20rating%20on%20text%20ads.\">you need a rating of 3.5 or more for text ads\u003C\u002Fa>. Finally, the ads’ URL domain must match the domain for the ratings.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have a number of positive reviews and are interested in testing this feature, make sure to enable “seller ratings” within the account-level automated asset settings. This setting will allow your reviews to be prominently displayed, giving potential customers a strong first impression of your brand’s reputation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-shopping\">Google Shopping\u003C\u002Fh2>\n\n\n\n\u003Cp>For \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fecommerce-marketing-agency\u002F\">e-commerce\u003C\u002Fa> companies, setting up on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google Shopping\u003C\u002Fa>—most commonly through Performance Max campaigns—is crucial for successfully reaching potential customers and driving product visibility.\u003Cbr>\u003Cbr>Product-level reviews can be displayed directly under your product listings to reinforce the credibility of your services and highlight customer satisfaction with your products. This, along with the other recommendations, serves as a trust signal that can help boost your chances of a sale, especially if your competitor has not yet implemented it.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, with coffee machines, beyond price, a consumer’s attention could be drawn to the product’s rating. If the reviews are positive and the price aligns with what they’re willing to pay, they might select your product over a competitor’s that lacks visible reviews. Having ratings and reviews on your listing not only acts as a powerful trust signal but also provides social proof from previous buyers, giving you an edge in competitive spaces.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"368\" height=\"410\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fgoogle-shopping-online-reviews.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32945\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Cp>In addition to supporting paid channels, reviews can also have a significant impact on organic search and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> efforts. As shown, reviews can appear on your free listings, which can increase visibility and boost conversions when consumers explore outside of sponsored shopping ads.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1172\" height=\"474\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fgoogle-shopping-online-reviews-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-32944\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>If you’re receiving reviews but haven’t yet set up automated review displays, now is a great time to do so! Utilising this powerful trust signal can significantly boost consumer confidence, drive conversions, and enhance your visibility across both paid and organic channels. So, why not start implementing this today? If you have any questions, reach out to our Paid Media team, and we’ll get in touch with you.\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",false,{"rendered":94,"protected":157},118,32954,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":163,"_yoast_wpseo_metadesc":5,"inline_featured_image":157,"footnotes":5},"Using online reviews to support your Paid Media activity | Impression",[165],40,[],[168],220,[170,92,171,172,173,174,175,176],"post-32938","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[180,181,184,185],{"path":132,"name":133},{"path":182,"name":183},"\u002Fblog\u002F","Blog",{"path":103,"name":104},{"path":141,"name":93},"Customer reviews and endorsements play an important role in helping public perception of your business. In a 2022 study, it was found that 95% of consumers read reviews before they buy a product, while 67% say they wouldn’t trust a high rating unless it comes with many reviews. Reviews assist future customers at the consideration 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to the latest blog from  Impression on Paid Search Industry Updates, where we uncover the latest PPC trends to help you stay ahead of the curve.\u003C\u002Fp>\n\n\n\n\u003Cp>With the long January finally over, we’ve started to see the wheels turn over in the world of PPC, with both some minor and major changes that paid media specialists should be aware of.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-introduces-account-level-negative-keyword-lists\">Google introduces account-level negative keyword lists\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#exciting-new-performance-max-updates\">Exciting new Performance Max updates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#microsoft-advertising-expands-into-34-additional-markets\">Microsoft Advertising expands into 34 additional markets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#microsoft-advertising-introduces-the-enhanced-cpc-and-the-last-touch-attribution-model\">Microsoft Advertising introduces the Enhanced CPC and the last-touch attribution model\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-introduces-account-level-negative-keyword-lists\">Google introduces account-level negative keyword lists\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Whilst technically this news broke in January, it’s still more than relevant going into February and the months beyond that. Towards the end of January, Ads Liaison Ginny Marvin, announced on Twitter, that account-level negative keywords \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fnew-google-ads-feature-account-level-negative-keywords\u002F477926\u002F#close\">would be coming into the platform\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">1\u002F3 Some have noticed Account level negative keywords are starting to roll out globally. From Account Settings, you can add keywords to exclude traffic from all Search and Shopping campaigns, and the Search and Shopping portion of PMax for brand safety: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FB0VBApPVCm\">https:\u002F\u002Ft.co\u002FB0VBApPVCm\u003C\u002Fa>\u003C\u002Fp>— AdsLiaison (@adsliaison) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fadsliaison\u002Fstatus\u002F1619026730450313217?ref_src=twsrc%5Etfw\">January 27, 2023\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>You can access this new feature by heading to your account settings within the Google platform. From there, you will notice a new negative keyword tab.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1148\" height=\"371\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fwhats-new-in-ppc-feb-2023.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21775\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The benefits of this move from Google mean, you can save time when creating your account negative keyword lists, before you’d have to apply them to each campaign, this allows you to apply a wide range of negatives that you don’t want to show for across all campaigns & google campaign types, instead of the old historical method of worrying if you’ve got certain negatives in different campaigns for example.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, it also means that you have greater control when it comes to where you’d like your ads to place, if there are terms which could be inappropriate or dangerous to your brand, you can exclude them in one go, across all campaign types, ensuring brand safety.\u003C\u002Fp>\n\n\n\n\u003Cp>As usual with a negative keyword list, you are still restricted as normally to a maximum of 1,000 negative keyword lists & this will apply to; Search, Shopping & Performance Max campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>In summary, it’s a good start from Google, allowing control from the account level, potentially saving yourself more time when it comes to a blanket negative keyword across all campaigns, it also hopefully will start the way for more control for advertisers, in where their ads place. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"exciting-new-performance-max-updates\">\u003Cstrong>Exciting new Performance Max updates\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On the 23rd of February Google announced in their latest blog several interesting new up & coming additions to Performance Max campaigns. The new changes are all centred around ways in which you can enhance your Performance Max results.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The new changes, regardless of what we think of them, present a welcome addition. Performance Max wasn’t the finished product when it was launched, so we have to be prepared for new changes and additions along the way, as it adds new functionality to its offering. \u003C\u002Fp>\n\n\n\n\u003Cp>The new updates from Google bring new features. Firstly, Google has finally announced that experiments are coming, this new feature will allow you to test Performance Max vs Standard Shopping, allowing you to see how results compare, giving you the best informed, data-led decision. \u003C\u002Fp>\n\n\n\n\u003Cp>Furthermore, we are now also going to see campaign-level brand exclusions, this means for you that, you are starting to see more control over your campaign, and the exclusions mean that you can prevent yourself from appearing in branded queries in search and shopping inventory.\u003C\u002Fp>\n\n\n\n\u003Cp>Another exciting new feature coming to the campaign is through page feeds, this will allow us to optimise results from your search inventory, and you will be able to create group URLs and use them for labels, allowing you to only show for particular products in a particular campaign or ad group, additionally, it means that you will be able to send traffic to a specific set of landing page URL’s on your site. \u003C\u002Fp>\n\n\n\n\u003Cp>Lastly, another exciting feature, which we wanted to highlight, includes the new metrics coming to the asset group level. Google has stated that “soon”, we will be able to see; conversions, conversion value, cost and a variety of other metrics. The new metrics will further help us to optimise and will allow us to properly analyse our results, to see which asset groups are performing the best & which ones need to be optimised.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fads-commerce\u002Fperformance-max-new-features\u002F\">Google\u003C\u002Fa> has provided a run down about the new features on their website.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"microsoft-advertising-expands-into-34-additional-markets\">Microsoft Advertising expands into 34 additional markets\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Microsoft Advertising has expanded its global coverage by adding 34 new markets mostly located in Africa, reaching a total of 164 markets served worldwide and enabling marketers to reach over 1 billion people. The new markets include countries like Bermuda, Cameroon, and Tunisia. The full list of the 34 latest markets can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-gb\u002Fblog\u002Fpost\u002Ffebruary-2023\u002Fmarket-expansion-and-other-product-updates-for-february\">here\u003C\u002Fa> on the official Microsoft Advertising Blog.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Expanding your marketing reach to new markets can be crucial for the growth and success of your business in several ways.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, it increases the potential customer base. Expanding to new markets allows you to reach a wider audience, increasing your chances of acquiring new customers and increasing your revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Secondly, it diversifies your customer base. Depending on your business, having customers in various markets can help mitigate the risk of a decline in sales due to factors such as seasonality or economic fluctuations in one particular market.\u003C\u002Fp>\n\n\n\n\u003Cp>Thirdly, it enhances brand recognition. By expanding to new markets, you can increase your brand awareness and recognition, establishing your business as a leader in your industry and helping to build your reputation.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"microsoft-advertising-introduces-the-enhanced-cpc-and-the-last-touch-attribution-model\">Microsoft Advertising introduces the Enhanced CPC and the last-touch attribution model\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FIKG4iH4i-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11704\" width=\"175\" height=\"175\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-gb\u002Fblog\u002Fpost\u002Ffebruary-2023\u002Fmarket-expansion-and-other-product-updates-for-february\">Microsoft Advertising\u003C\u002Fa> introduces the enhanced cost-per-click automated bidding strategy and the last-touch attribution model in all Microsoft Audience Network markets. This means that from February, new marketers will be able to use the popular bidding strategy, which the main aim is reducing the average cost per conversion and increasing the total number of conversions while maintaining the same campaign budgets. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fblog-12153-image02.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21772\" width=\"349\" height=\"205\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>In addition, Microsoft Advertising will offer the ability to modify our attribution for conversion goals to include both click-through and view-through conversions, potentially making Microsoft’s algorithm even more effective.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What does this mean for me? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The last-touch attribution model is an example of automated bidding strategies available on the Microsoft Audience Network. The model attributes all credit for a conversion to the last click or ad interaction that led to the conversion. This model assumes that the final touchpoint is the most important factor in a customer’s decision-making process and disregards the influence of any prior touchpoints. \u003C\u002Fp>\n\n\n\n\u003Cp>The most important advantage of the model is that it is easy to understand and implement and can be a good starting point for businesses just getting started with attribution. However, more marketers should remember that the last-touch attribution model can overvalue certain channels, such as search or retargeting, and undervalue other channels that may have directly contributed to the customer’s decision to convert.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth mentioning that click-through and view-through conversions are important and relevant for every type of business because they provide valuable insights into the effectiveness of digital advertising campaigns, allowing marketers to optimise their ad spend and improve their return on ad spend (ROAS). See the two examples below.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example 1\u003C\u002Fstrong>: A company is running a paid search campaign and sees a high number of click-through conversions. In that case, it can infer that the ad copy resonates with the targeted audience and drives valuable traffic to its website. By optimising its bidding strategy and targeting based on these insights, the business can further improve campaign performance. This type of conversion can be beneficial for companies in industries where the typical purchase journey is more prolonged, such as buying a new luxury watch.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example 2\u003C\u002Fstrong>: A business is running a display remarketing campaign and sees a high number of view-through conversions. In that case, it can conclude that the prepared ads are increasing brand awareness and influencing purchase decisions even if users do not click on the ads. Marketers can further optimise campaign performance by testing different creative assets and message variations and still be able to monitor the results of their work.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Look out for our next blog in March for more paid search industry updates to inspire your PPC strategy. If you want to talk about your business’ aspirations, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":107,"protected":157},21779,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":474,"_yoast_wpseo_metadesc":475,"inline_featured_image":157,"footnotes":5},"What’s new in PPC: February 2023 industry updates | Impression","This post explains the key ppc & paid search industry updates from February 2023 and outlines what they mean for you. Learn more here.",[165],[],[168],[480,92,171,172,173,174,175,176],"post-21752",[],[],[484,485,486,487],{"path":132,"name":133},{"path":182,"name":183},{"path":103,"name":104},{"path":141,"name":106},{"thumbnail":489,"medium":490,"medium_large":492,"large":494,"1536x1536":496,"2048x2048":498,"post-thumbnail":500,"12_col":502,"default_landscape":504,"default_portrait":506,"6_col_and_margin_short":508,"11_col_and_margin":510,"9_col_rectangle":512,"11_col":514,"staff_image_696_600":516,"rectangular_thumbnail":518},{"url":111,"width":189,"height":189},{"url":491,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=160",{"url":493,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=960&q=90&w=768",{"url":495,"width":196,"height":197},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":497,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1229",{"url":499,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1638",{"url":501,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":503,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":505,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":507,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":509,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":511,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":513,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":515,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":517,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":519,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjacqueline-brandwayn-z-Ktuu8g6oc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[521],{"id":159,"path":224,"display_name":4,"job_title":10,"description":6,"avatar_url":101,"acf":522},{"job_title":10,"full_bio":11,"specialist_service_links":523,"photo":526},[524],{"page":525,"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":527},{"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_por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mbeddable":87,"href":432},[620],{"embeddable":87,"href":621},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=21752",[623],{"count":624,"href":625},15,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21752\u002Frevisions",[627],{"id":628,"href":629},21839,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21752\u002Frevisions\u002F21839",[631],{"embeddable":87,"href":632},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F21779",[634],{"href":635},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=21752",[637,639,641],{"taxonomy":452,"embeddable":87,"href":638},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=21752",{"taxonomy":455,"embeddable":87,"href":640},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=21752",{"taxonomy":127,"embeddable":87,"href":642},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=21752",[644],{"name":461,"href":462,"templated":87},{"id":646,"date":647,"date_gmt":647,"guid":648,"modified":119,"modified_gmt":119,"slug":650,"status":19,"type":92,"link":118,"title":651,"content":652,"excerpt":654,"author":159,"featured_media":655,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":656,"categories":659,"collections":660,"coauthors":661,"class_list":662,"acf":664,"head_links":665,"breadcrumbs":666,"url_path":118,"search_description":658,"featured_image_urls":671,"authors":703,"type_nicename":231,"reading_minutes":120,"category":711,"yoast_title":657,"yoast_meta":713,"yoast_json_ld":739,"_links":789},19932,"2022-10-21T16:10:35",{"rendered":649},"\u002F?p=19932","netflix-announces-new-ad-supported-tier-powered-by-microsoft",{"rendered":116},{"rendered":653,"protected":157},"\n\u003Cp>Back in July, Microsoft announced that it had been chosen by Netflix to become its new “technology and sales partner”. Essentially, Netflix has put Microsoft in charge of powering its first ad-supported subscription offering.\u003C\u002Fp>\n\n\n\n\u003Cp>Fast-forward to October and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.netflix.com\u002Fen\u002Fnews\u002Fannouncing-basic-with-ads-us.\">Netflix\u003C\u002Fa> has confirmed that its new ad-supported tier, called “basic with ads”, will officially roll out on \u003Cstrong>November 3rd\u003C\u002Fstrong>. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-us\u002Fblog\u002Fpost\u002Foctober-2022\u002Fhow-microsoft-will-power-netflix-new-ad-supported-tier\">Microsoft\u003C\u002Fa> also confirmed, in a press release on October 13th, that the rollout will be exclusively supported by combining the power of Microsoft’s & Xandr’s platforms. For those unfamiliar, Xandr is a media buying platform where users can buy and sell digital advertising across ad networks and formats including streamable TV.\u003C\u002Fp>\n\n\n\n\u003Cp>The original launch date was set for 2023, but Netflix “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.extremetech.com\u002Finternet\u002F340268-netflix-unveils-its-ad-supported-plan-launching-in-november\">accelerated plans\u003C\u002Fa>” to get ahead of Disney+ who is also rolling out an ad-supported tier. As a result of this pressure, Netflix has acknowledged that its ad offering may look \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeadline.com\u002F2022\u002F10\u002Fnetflix-subscribers-advertising-cheaper-plan-1235148750\u002F\">“pretty basic”\u003C\u002Fa>, in the early days.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"where-will-netflixs-ad-supported-tier-launch\">\u003Cstrong>Where will Netflix’s ad-supported tier launch?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Initially, this new tier will launch in 12 markets: Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the United Kingdom & the United States. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.microsoft.com\u002Fblog\u002F2022\u002F07\u002F13\u002Fnetflix-names-microsoft-as-partner-for-new-consumer-subscription-plan\u002F\">Microsoft\u003C\u002Fa> said: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“in each of these regions, we are working with top advertisers to plan for compelling, relevant, world-class content that is as entertaining as the programming itself – with no shortage of interest. Advertisers are keen to reach Netflix’s expansive audience in a premium environment. And consumers will be pleased with a high-resolution experience that averages only 4-5 minutes of advertisements per hour.” \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-advertising-on-netflix-look-like\">\u003Cstrong>What does advertising on Netflix look like?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The introduction of an ad-supported tier on Netflix presents a huge opportunity for advertisers. The Chief Product Officer for Netflix, Greg Peters, said that they don’t expect subscribers to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ft.com\u002Fcontent\u002F3b1e8a70-73e0-40a9-bd7d-7dcd6e015c42\">“trade down”\u003C\u002Fa>, therefore presenting the new tier as an opportunity to potentially capture a whole new digital audience. \u003C\u002Fp>\n\n\n\n\u003Cp>The ad-supported tier opens up new opportunities for brands, and agencies advertising on behalf of brands, to integrate ads shown on Netflix alongside paid search, social, and any other channels as part of their existing strategy.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-formats\">\u003Cstrong>Ad formats\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Ads will be 15 or 30 seconds long, playing before and during shows and films\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advertiser-controls\">\u003Cstrong>Advertiser controls \u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Broad targeting capabilities will be offered by country & genre\u003C\u002Fli>\u003Cli>Advertisers will be able to prevent their ads from appearing on content that isn’t aligned with their brand (sex, nudity or graphic violence)\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"verification-tools\">\u003Cstrong>Verification tools\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Netflix has partnerships in place with DoubleVerify & Integral Ad Science – which are platforms which verify the viewability and traffic validity of its ads, giving more confidence to advertisers, this will be starting in Q1 2023.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-measurement\">\u003Cstrong>Audience measurement\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Enabling advertisers to understand how Netflix can help them reach their target audience, Nielsen will use Digital Ad Ratings in the U.S, becoming available sometime in 2023. (Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.netflix.com\u002Fen\u002Fnews\u002Fannouncing-basic-with-ads-us.\">Netflix\u003C\u002Fa>)\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2022\u002Foct\u002F13\u002Fnetflix-launches-499-package-with-adverts-to-lure-cost-conscious-streamers\">Guardian\u003C\u002Fa> reports that when Netflix’s new ad-supported tier launches, advertisers will not be provided with the option to target specific demographics. This is a standard offering in traditional broadcasting TV & is something that will likely change in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>There was an interesting piece written on Deadline, that outlined when the tier launches, targeting will be \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeadline.com\u002F2022\u002F10\u002Fnetflix-subscribers-advertising-cheaper-plan-1235148750\u002F\">“consistent with television”\u003C\u002Fa>, and that they will be competing for “linear TV dollars”, and then initially competing with Google & Meta for example. Therefore, we may well see more traditional media buyers moving onto Netflix before we see more digital spending shifting to the streaming site. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-budget-will-you-need\">\u003Cstrong>What budget will you need?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Initially, it was reported by the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2022\u002Foct\u002F13\u002Fnetflix-launches-499-package-with-adverts-to-lure-cost-conscious-streamers\">Guardian\u003C\u002Fa> that Microsoft had approached UK Media agencies, with a “premium price of £50 for reaching 1,000 viewers”.\u003C\u002Fp>\n\n\n\n\u003Cp>For context, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2022\u002Foct\u002F13\u002Fnetflix-launches-499-package-with-adverts-to-lure-cost-conscious-streamers\">Guardian\u003C\u002Fa> also reported that the rates were “about twice the rate that ITV and Channel 4 charge advertisers on their streaming services, but significantly less than the £70 to £80 charged on traditional broadcast TV channels.”\u003C\u002Fp>\n\n\n\n\u003Cp>There could be concern surrounding the higher CPM costs compared with the rate charges on ITV & Channel 4 for example, potentially pricing out some brands with smaller ad budgets, in the earlier days, who may be better off sticking with affordable platforms such as YouTube.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"our-thoughts\">\u003Cstrong>Our thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It will be interesting to see how Netflix’s ad-supported offering comes to fruition & to monitor how it evolves alongside the ever-changing advertising landscape.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"so-what-are-the-next-steps-that-you-could-take\">\u003Cstrong>So what are the next steps that you could take?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Firstly, this could be a fantastic time to go back to the drawing board and complete a full re-evaluation of your media channels, if you feel there is scope for your business or product to be featuring on Netflix, alongside some bigger brands & higher CPM’s, then now is the perfect time to start planning. \u003C\u002Fp>\n\n\n\n\u003Cp>Furthermore, alongside planning, it could also be beneficial to just wait! Hold fire and watch from the sidelines. This is a very new offering from Netflix (that may have bumps in the road), so this could be a perfect way to see how the platform handles ads. Will consumers warm (if at all) to the ads? We can only wait and see what challenges the platform faces once the initial hype surrounding the new platform is out, then you could look at jumping in and getting started.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Stay up to date with the latest news in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">PPC blogs\u003C\u002Fa>, or check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa> for actionable insights and guides.\u003C\u002Fp>\n",{"rendered":117,"protected":157},19939,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":657,"_yoast_wpseo_metadesc":658,"inline_featured_image":157,"footnotes":5},"Netflix announces new ad-supported tier powered by Microsoft | Impression","Microsoft announced that it had been chosen by Netflix to become its new “technology and sales partner”. Learn more about advertising on 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