[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpaige-langham":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":171,"head_links":172,"breadcrumbs":159,"posts":176,"pages":154,"head":1384},"Paige Langham","","Associate Director - Paid Media at Impression. Specialising in lead generation PPC campaigns and working closely on not-for-profit google ad grant accounts.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":93,"hero":155},"\u003Cp>Associate Director – Paid Media. Joined Impression in October 2018.\u003C\u002Fp>\n\u003Cp>I gained three years of digital agency experience before joining Impression as a PPC analyst in 2018. Since working at Impression, I’ve progressed from an analyst to an executive and now currently a specialist, where I have developed my passion for all things paid search.\u003C\u002Fp>\n\u003Cp>Each of my days are different, which is what I love about working at this agency but most days consist of internal and external meetings, lots of emails, executing client strategies, and general PPC!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBeing a part of a global award-winning paid media team!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m super active so you will usually find me at the gym or out on a walk with my Frenchie. Other than this, I love binging on Netflix or going out for food with friends.\u003C\u002Fp>\n","Associate Director - Paid Media",[13,29],{"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",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},221,"2020-12-18 15:16:14","PPC","ppc","2026-02-25 14:37:29","\u002F?page_id=221","\u002Fpaid-media\u002Fppc\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":23,"url":42,"link":43,"alt":5,"author":44,"description":5,"caption":5,"name":45,"status":46,"uploaded_to":23,"date":47,"modified":47,"menu_order":23,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":53,"sizes":54},6348,"Paige-Lambert","A7gU8v49-Paige-Lambert.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&q=90","\u002Fpaige-lambert\u002F","33","paige-lambert","inherit","2021-05-21 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Langham’s posts",{"data":99,"pages":154},[100,112,121,131,139,147],{"type_key":101,"title":102,"excerpt":103,"to":104,"postedAt":105,"readingTime":106,"image":107,"authors":108,"category":109},"post","Search Ads 360: How-To Guide","\u003Cp>As our paid search clients grow in media spend, we encourage them to migrate away from in-platform optimisation and explore the powerful features available from SA360. This can be a steep learning curve for any PPC professional, and something I experienced a couple of years ago. To share my knowledge, I’ve put together an extensive […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-ads-360-how-to-guide\u002F","2022-02-07T16:48:14",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503436_scott-graham-OQMZwNd3ThU-unsplash-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":101,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":120},"An Introduction To The Google Marketing Platform","\u003Cp>The Google Marketing Platform is a suite of advertising and analytics solutions hosted within one single platform, with cross-channel integration and reporting features so that you can monitor key objectives and obtain a full view of your performance. The platform launched back in July 2018, unifying Google’s DoubleClick advertiser products and the Google Analytics 360 […]\u003C\u002Fp>\n","\u002Fblog\u002Fan-introduction-to-the-google-marketing-platform\u002F","2022-02-07T16:48:15",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":110,"name":111},{"type_key":101,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":129},"How The Evolution Of Keyword Match Types Have Impacted PPC","\u003Cp>As digital marketers, we’ve always relied on keyword match types to control how our keywords match to a user’s search query, and it’s no secret that over the years Google has continued to change the way that these match types operate, in line with their ever-growing automation methods. But how has this impacted PPC and […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-the-evolution-of-keyword-match-types-have-impacted-ppc\u002F","2022-02-07T16:48:16",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504378_light-smartphone-macbook-mockup-67112-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":130,"name":33},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":101,"title":132,"excerpt":133,"to":134,"postedAt":125,"readingTime":135,"image":136,"authors":137,"category":138},"Search Ads 360 Bidding Strategies","\u003Cp>If you’ve read my recent blog, ‘Introduction To Search Ads 360’ or you’re familiar with the platform itself, you’ll be aware that by using Search Ads, you can manage multiple ‘engines’ within one place – which is really useful when managing a large advertiser account as you can combine data from multiple engines to review […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-ads-360-bidding-strategies\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504413_impression-nottingham-marketing-manager-budget-recession-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":130,"name":33},{"type_key":101,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":117,"image":144,"authors":145,"category":146},"A Beginners Guide To Audiences","\u003Cp>What is an audience? You may or may not be familiar with audience targeting and the available types of audiences within the Google Analytics and Google Ads platforms, but broadly speaking audiences are groups of people with specific interests, intents, demographic information, or behaviours. There may not be an extensive list of audience types available, […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F","2022-02-07T16:48:18","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FnHRVUAZL-050720211625504715_ross-sneddon-G4fPRLboREI-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":110,"name":111},{"type_key":101,"title":148,"excerpt":149,"to":150,"postedAt":143,"readingTime":117,"image":151,"authors":152,"category":153},"An Introduction To Search Ads 360","\u003Cp>What is Search Ads 360? Search Ads 360 (also known as SA360, or formerly DoubleClick) is Google’s advanced search marketing platform, and unlike Google Ads or Microsoft Ads, this platform comes with a price tag. The platform itself helps agencies and marketers manage large search marketing campaigns, across multiple engines and media channels, all in […]\u003C\u002Fp>\n","\u002Fblog\u002Fan-introduction-to-search-ads-360\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FxqAknSR9-050720211625505866_benjamin-dada-EDZTb2SQ6j0-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":130,"name":33},"2",{"type":156,"style":157,"title":158,"heading":4,"intro":10,"services":12,"breadcrumbs":159,"photo":55,"social":171},"author","dark","Meet the Team",[160,163,166,169],{"path":161,"name":162},"\u002F","Home",{"path":164,"name":165},"\u002Fabout\u002F","About Us",{"path":167,"name":168},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":170,"name":4},null,{"twitter":5,"linkedin":5},[173],{"rel":174,"href":175},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpaige-langham\u002F",[177,485,668,847,1023,1206],{"id":178,"date":179,"date_gmt":179,"guid":180,"modified":105,"modified_gmt":105,"slug":182,"status":19,"type":101,"link":104,"title":183,"content":184,"excerpt":187,"author":188,"featured_media":189,"comment_status":190,"ping_status":20,"sticky":186,"template":5,"format":191,"meta":192,"categories":193,"collections":196,"coauthors":197,"class_list":199,"acf":208,"head_links":209,"breadcrumbs":210,"url_path":104,"search_description":217,"featured_image_urls":218,"authors":253,"type_nicename":254,"reading_minutes":106,"category":255,"yoast_title":258,"yoast_meta":259,"yoast_json_ld":312,"_links":440},5935,"2021-02-23T11:56:00",{"rendered":181},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsearch-ads-360-how-to-guide\u002F","search-ads-360-how-to-guide",{"rendered":102},{"rendered":185,"protected":186},"\n\u003Cp>As our paid search clients grow in media spend, we encourage them to migrate away from in-platform optimisation and explore the powerful features available from SA360. This can be a steep learning curve for any PPC professional, and something I experienced a couple of years ago. To share my knowledge, I’ve put together an extensive how-to guide for useful SA360 features, including a brief overview of what each feature is and then how to set these up.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"what-this-guide-will-include\">What this guide will include:\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Col class=\"wp-block-list\">\u003Cli>Setting up performance views\u003C\u002Fli>\u003Cli>Setting up budget bid plans\u003C\u002Fli>\u003Cli>Creating an executive report\u003C\u002Fli>\u003Cli>Creating a floodlight goal\u003Cul>\u003Cli>4a. Creating floodlight formula columns\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Creating floodlight instructions\u003C\u002Fli>\u003Cli>Creating an adaptive campaign\u003Cul>\u003Cli>6a. Location\u003C\u002Fli>\u003Cli>6b. Remarketing\u003C\u002Fli>\u003Cli>6c. Product Groups\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Setting up ad copy tests\u003C\u002Fli>\u003C\u002Fol>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-group\">\u003Cdiv class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n\u003Cp>\u003C\u002Fp>\n\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-set-up-performance-views\">1. \u003Cstrong>Set-Up Performance Views\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When working in an advertiser account, you may want to save the columns you’re looking at so that you can easily come back to them, this is where performance views come in handy.\u003C\u002Fp>\n\n\n\n\u003Cp>By creating performance views, it becomes much easier to analyse performance without having to select multiple engines\u002Fcolumns every single time that you want to review performance data.\u003C\u002Fp>\n\n\n\n\u003Cp>When it comes to setting these up, it’s really simple, follow the below steps:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Firstly, select all the columns and filters you’d like to save (e.g accounts, campaigns, particular conversion columns).\u003C\u002Fli>\u003Cli>View the drop-down menu of ‘\u003Cstrong>views\u003C\u002Fstrong>’ and select ‘\u003Cstrong>save view\u003C\u002Fstrong>’.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FLoJCrar2FoNgDl0XI3zrB4r208dy8M6wPTGhJeFZIeqbBfDsu81y1iDf5eNKhEUCOHr_oMkE_wKs682deiWjpg8BW_aSJBuPMT1c7U99SWQOeLRf46vUlLdtxebVFgWOymgg7CAa.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9h58WBK6VX-ZauzOc_bFeljDcknYx5CUb-1pTDMNQ02CyPuPXGgT8s8gTf41lKjNOXu1PZgXBKucPd6xEPv8sq42ZDljW51rELI7isB3S8wImuVumD91k8jNBIJ0HjQy5ykdYfS1.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\u003Cli>Give your view a name.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FaoBlOUX25K8NaB_7zAVQZ9VqISgDielFt2qVMeZAM3I5soa8w9AscvOEEMZXGbpc2GZf03ioqldHNp7YSLzETSHAGSuCsNlANbBTEVTQzk-JJQyTNX40aSB2juyyIqdgDESr_ccQ.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\u003Cli>You’re all done!\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-set-up-budget-bid-plans\">\u003Cstrong>2. Set-up budget bid plans\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A budget plan helps you to allocate and manage spend across particular campaigns and a specific time range. If you opt-in to a budget bid strategy, this will then control spend and bids for you based on your targets.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, you’ll need to set up a budget group for the campaigns you’d like included in your budget plan.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Go to ‘\u003Cstrong>budget management\u003C\u002Fstrong>’ > ‘\u003Cstrong>budget groups\u003C\u002Fstrong>’ >  ‘\u003Cstrong>+new\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Give your budget group a relevant name.\u003C\u002Fli>\u003Cli>Set your budget group currency.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FdlDV5LwDhmDU8e05-sMXyl8EgVui8QaxS8KAxjIVYVI-jYJ-IRbgjdGjIGGlt3VVYGD3XVvm9DMq9Jnof3VAIRGEtzsCusZnAMHsE5EwbF_I3sFU76sIG70CYF1ZOgNuzSaA2lfG.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve set-up your budget group, you can begin to set-up your budget plan.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Go to ‘\u003Cstrong>budget management\u003C\u002Fstrong>’ > ‘\u003Cstrong>budget plans\u003C\u002Fstrong>’ > ‘\u003Cstrong>+budget plans\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Select a time range, budget group, and goal (conversion goal\u002Ffloodlight activity).\u003C\u002Fli>\u003Cli>Set a target spend, add performance benchmarks (e.g CPA), and select ‘\u003Cstrong>budget bid strategy\u003C\u002Fstrong>’ if you’d like SA360 to optimise certain items (budgets, device, location and remarketing).\u003C\u002Fli>\u003Cli>View pacing and allocations based on the budget plan you’ve set up, review settings and \u003Cstrong>save\u003C\u002Fstrong>.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Foa0koMJYav2BmledwybsbgJsEu8yOnrQPQAL_2Ulp6A7_izErcRX60ywVcn2ii_yBpOvZS-D0LTihIicUq6HrZg7zEU76JtOKCZgQb7d76bFmoCpOdFnn5y24snmNBTV9TZLDioE.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-create-an-executive-report\">\u003Cstrong>3. Create an executive report\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Instead of spending the time exporting data from SA360 and formatting this data within a spreadsheet, you can create an executive report all within SA360. \u003C\u002Fp>\n\n\n\n\u003Cp>An executive report can have multiple pages, with multiple charts. The available charts are bar charts, mixed bar and line charts, pie charts, and tables.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>To create an executive report, which can be then shared with the client via a URL. All you need to do is follow the below steps:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Go to ‘\u003Cstrong>executive reports\u003C\u002Fstrong>’ in the top navigation bar of SA360.\u003C\u002Fli>\u003Cli>Click ‘\u003Cstrong>create report\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Give the report a name.\u003C\u002Fli>\u003Cli>Select the agency, advertiser and account whose data you want in the report.\u003C\u002Fli>\u003Cli>Optionally, update the currency.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Once you’ve created the report, you can begin creating the charts that will sit within your report pages. To do this, you’ll need to do the following:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Set a time range and comparison period if needed.\u003C\u002Fli>\u003Cli>Select the metrics needed for your report.\u003C\u002Fli>\u003Cli>If you need to look at specific performance of an account, e.g campaign, ad copy, labels, etc. You can add a filter to your report which will enable you to do so.\u003C\u002Fli>\u003Cli>When you’re finished, choose ‘\u003Cstrong>generate report\u003C\u002Fstrong>’ and you’re all done.\u003C\u002Fli>\u003Cli>As mentioned above, this can be shared with the client too! \u003Col>\u003Cli>Go to ‘\u003Cstrong>manage and schedule reports\u003C\u002Fstrong>’ and select the link icon to get the URL.\u003C\u002Fli>\u003C\u002Fol>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FvNp7s075ncD3LEPJb_F521MpvxyksOsF2FTenU1dJGswo1c76yOyjl67K9AzmqaGIP_h4szmCUe5Zm6TJgq6SD2Uqw7uQjrv7rGCKWAjNtw3A72eS3TyVnLQ0yIfSuqpZ4bSSgxc.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-set-up-floodlight-goals\">\u003Cstrong>4. Set up floodlight goals\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To begin tracking floodlights, you’ll need to set-up the floodlight goal in SA360, this will involve creating a new floodlight ‘column’. This will enable you to accurately report on conversions or revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>To find this, go to \u003Cstrong>‘columns’\u003C\u002Fstrong> > \u003Cstrong>‘custom\u003C\u002Fstrong> \u003Cstrong>conversions’\u003C\u002Fstrong> > \u003Cstrong>‘floodlight’ \u003C\u002Fstrong>> \u003Cstrong>‘new column’\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FQb6ZycF82_KVXlYtyl6G9YpRJP1E1NvYavTr-LPYLMv_SZkRwPIYurpotD2FpyL5XkOg_SXogEJsQVnAinbU3_Fjilk8S-Tq6BaSDjE7JkHvSFWP_k_kIIfudJxJpIxMR6nD1lEc.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you get to the set-up stage, a box (like the below) will appear, and from there you can begin to fill out the criteria for your floodlight goal. To do this, you’ll need the floodlight activity being used for this goal, the custom dimension filter (such as the event name or URL path directory).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FIRBUxQ-i3Rob2Ph6XGZ5w5GgB-fYuQN4CWQ0k6NCBpFrkSHVIvU891epEeILE4K1ESS_iVCSxtya2j9_dFIVFzdu9nFhOlJb65pDOL0m39RQHR6VPCHp8d4FWZZJfGFKMTBUlTWt.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>If you don’t have this information, you will be able to identify the floodlight activity and custom dimensions being used by running Google Tag Assistant on the relevant pages and reviewing the report under ‘\u003Cstrong>floodlight\u003C\u002Fstrong>’.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4a-formula-columns\">\u003Cstrong>4a\u003C\u002Fstrong>.\u003Cstrong> Formula columns\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have multiple floodlight columns, you may want to combine these to get an overview of total conversions. To do this, you’ll need to go to \u003Cstrong>‘formula columns’ \u003C\u002Fstrong>within the ‘\u003Cstrong>columns\u003C\u002Fstrong>’ option as listed above.\u003C\u002Fp>\n\n\n\n\u003Cp>Click ‘\u003Cstrong>+NEW COLUMN\u003C\u002Fstrong>’ and you’ll then be able to search for the columns you’d like to total, between each column, you’ll need to add ‘\u003Cstrong>+\u003C\u002Fstrong>’ to create the formula which will add these together. Once done, you’ll need to give your formula column a name (e.g ‘total conversions’) and click ‘\u003Cstrong>save\u003C\u002Fstrong>‘.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-set-up-floodlight-instructions\">\u003Cstrong>5. Set up floodlight instructions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A floodlight instruction manages the way that SA360 reports on a floodlight activity or activity group without changing the actual activities. As this is only for reporting purposes, you will only see the results of a floodlight instruction in SA360 reports.\u003C\u002Fp>\n\n\n\n\u003Cp>The types of floodlight instructions available are as follows:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Inclusion status\u003Cul>\u003Cli>\u003Cem>Excludes a floodlight activity or activity group from appearing in SA360.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Toggle\u003Cul>\u003Cli>\u003Cem>Switch a transaction floodlight activity to an action activity or vice versa.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Conversion ID source\u003Cul>\u003Cli>\u003Cem>This instruction tells SA360 which standard variable in the floodlight tag or event snippet contains the conversion ID. \u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>% revenue replacement\u003Cul>\u003Cli>\u003Cem>Change the revenue reported by a transaction activity. For example, removing advertising costs from the total revenue.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Amount revenue replacement\u003Cul>\u003Cli>\u003Cem>Similar to the above, this instruction changes the revenue reported by a transaction activity. However, for this, you can select a fixed revenue amount.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Currency conversion\u003Cul>\u003Cli>\u003Cem>Converts revenue from one currency to another.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Weighted action\u003Cul>\u003Cli>\u003Cem>Place more importance on an action by applying priority or ‘weight’ to it.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"please-note-to-add-edit-or-remove-a-floodlight-instruction-youll-need-to-be-an-agency-manager-or-advertiser-manager\">Please note, to add, edit or remove a floodlight instruction, you’ll need to be an agency manager or advertiser manager.\u003C\u002Fh4>\n\n\n\n\u003Cp>To set-up your floodlight instruction, follow the steps below:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Within the desired advertiser account, go to ‘\u003Cstrong>advertiser settings\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Click the floodlight tab and select ‘\u003Cstrong>floodlight instructions\u003C\u002Fstrong>’ > ‘\u003Cstrong>+floodlight instruction\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Select the floodlight activity you’d like to create an instruction for.\u003C\u002Fli>\u003Cli>Select the floodlight instruction type (from the list above).\u003C\u002Fli>\u003Cli>Click ‘\u003Cstrong>save\u003C\u002Fstrong>’ and you’re all done!\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"6-creating-an-adaptive-campaign\">6. Creating an adaptive campaign\u003C\u002Fh2>\n\n\n\n\u003Cp>Adaptive campaigns allow SA360 to automatically create or adapt location and remarketing targets and product groups. SA360 will use the goal and historical performance data to create a more focused target or product group. For example, an adaptive location target may contain one or more geographic locations which perform differently than the larger area (such as targeting the UK and SA360 adapting locations within the UK).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FlRZ27MTm2-VHxirci7RrrUqRBR-ibwstwLqFtPg3YI5ndqGKlp5J5ZpY_KTpObBnQON5In310trC-BQODJN8I3yqYPgU1pDgcprcgLhYvkaF2lUH7U_4SpV44lccsuRTSi8LYa_r.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6a-location-adaptive-targeting\">\u003Cstrong>6a. Location adaptive targeting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>To enable adaptive targeting in a campaign, you’ll firstly need to make sure auto-tagging is enabled on the advertiser account and has a minimum of 32 days of performance history before it can begin to generate auto location targeting (this applies to all adaptive campaigns).\u003C\u002Fp>\n\n\n\n\u003Cp>There are two options when setting up adaptive location targeting; with a SA360 bid strategy or without a bid strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, with a bid strategy:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Select the campaign you’d like to adapt and head to the ‘\u003Cstrong>campaign settings\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>Ensure that a SA360 bid strategy is applied, if a Google Ads bid strategy is applied, go ahead and remove this (\u003Cstrong>for this to work the campaign must be using a SA360 bid strategy\u003C\u002Fstrong>).\u003Col>\u003Cli>When selecting your bid strategy, remember to select the ‘\u003Cstrong>location target bid adjustments\u003C\u002Fstrong>’ check box.\u003C\u002Fli>\u003Cli>Click \u003Cstrong>‘save’\u003C\u002Fstrong>.\u003C\u002Fli>\u003C\u002Fol>\u003C\u002Fli>\u003Cli>Back to ‘\u003Cstrong>campaign settings\u003C\u002Fstrong>‘, go to ‘\u003Cstrong>adaptive settings\u003C\u002Fstrong>’ and select the ‘\u003Cstrong>location targets\u003C\u002Fstrong>’ check box, and click \u003Cstrong>‘save’\u003C\u002Fstrong> for the final time.\u003Col>\u003Cli>You can set up email notifications so you’re aware of each change that is made once the adaptive campaign is live.\u003C\u002Fli>\u003C\u002Fol>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>When it comes to setting this up without a bid strategy, the steps are very similar to the above, however, \u003Cstrong>at step 2\u003C\u002Fstrong>, ensure that no bid strategy is applied, you then select manual bidding and a conversion goal for your campaign to work towards.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6b-remarketing-adaptive-targets\">\u003Cstrong>6b. Remarketing adaptive targets\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>To set up remarketing adaptive targets, the steps are the same as the location adaptive targets. However, you’ll need to select the ‘\u003Cstrong>remarketing target bid adjustments\u003C\u002Fstrong>’ check box in bid strategy settings. Then, you’ll need to select ‘\u003Cstrong>remarketing targets\u003C\u002Fstrong>’ within the adaptive settings and you’re ready to go!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6c-product-group-adaptive-targets-shopping-campaigns\">\u003Cstrong>6c. Product group adaptive targets (shopping campaigns)\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>SA360 can monitor your Merchant Center feed and automatically subdivide product groups by the product ID attribute using criteria that you define in a conversion goal or SA360 bid strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>New product groups will be created based on one of the following criteria:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Create new groups for products that generate similar amounts of revenue\u003C\u002Fli>\u003Cli>Create new groups for products that generated a similar amount of conversions\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>To enable adaptive shopping campaigns, follow these steps:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Select the shopping campaign you want to adapt and head to ‘\u003Cstrong>campaign settings\u003C\u002Fstrong>’.\u003C\u002Fli>\u003Cli>In campaign settings, ensure a conversion goal or SA360 bid strategy is applied.\u003C\u002Fli>\u003Cli>Then, go to ‘\u003Cstrong>adaptive settings\u003C\u002Fstrong>’, select the ‘\u003Cstrong>product groups\u003C\u002Fstrong>’ check box and then ‘\u003Cstrong>save\u003C\u002Fstrong>’.\u003Col>\u003Cli>As above, you can also opt into email notifications here to keep up to date with any product group changes.\u003C\u002Fli>\u003C\u002Fol>\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"7-setting-up-ad-copy-tests\">\u003Cstrong>7. Setting Up Ad Copy Tests\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Setting up an ad copy test within SA360 can help you to determine which ads within an ad group are best at helping you achieve your campaign goals. The test automates the process and equalises other variables, such as the device type, which can impact ad performance.\u003C\u002Fp>\n\n\n\n\u003Cp>What does the process look like?\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Select an ad group for your ad copy split-test (\u003Cstrong>the ad group must receive a minimum of 1000 impressions per week\u003C\u002Fstrong>).\u003C\u002Fli>\u003Cli>Decide on the goal that you want the ad group to achieve, such as conversions.\u003C\u002Fli>\u003Cli>Choose the statistical significance that you want the ad copy test to achieve.\u003C\u002Fli>\u003Cli>Launch your test and begin to monitor the results!\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>When it comes to viewing ad copy tests, in the left navigation panel, go to ‘\u003Cstrong>ad copy tests\u003C\u002Fstrong>’. You will then be able to view all running, cancelled, completed or scheduled ad copy tests along with the settings for each test – simply click a test to see the results!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"for-now-that-concludes-the-how-to-guide-for-search-ads-360-but-ive-personally-found-it-difficult-to-find-information-online-regarding-sa360-features-so-if-anyone-is-trying-to-troubleshoot\">For now, that concludes the how-to guide for Search Ads 360, but I’ve personally found it difficult to find information online regarding SA360 features. So, if anyone is trying to troubleshoot a problem or find out how to do something, please drop me an email and I’ll continuously update this guide!\u003C\u002Fh4>\n",false,{"rendered":103,"protected":186},58,7701,"open","standard",{"inline_featured_image":186,"footnotes":5},[194,195],66,40,[],[198],126,[200,101,201,202,203,204,205,206,207],"post-5935","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beginners-guides","category-ppc",[],[],[211,212,215,216],{"path":161,"name":162},{"path":213,"name":214},"\u002Fblog\u002F","Blog",{"path":110,"name":111},{"path":170,"name":102},"As our paid search clients grow in media spend, we encourage them to migrate away from in-platform optimisation and explore the powerful features available from SA360. This can be a steep learning curve for any PPC professional, and something I experienced a couple of years ago. 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This gives you a clear overview of performance across all channels, and on top of this, you are able to optimise, introduce rules, apply bidding strategies, and more, across all engines in one go.\u003C\u002Fp>\n\n\n\n\u003Cp>By using Search Ads 360, you will also have access to their powerful automated bidding strategies. You can find more on this on my recent \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-ads-360-bidding-strategies\u002F\">blog Search Ads 360 Bidding Strategies\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-08-27-at-16.15.39.png\" alt=\"\" class=\"wp-image-22715\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"display-and-video-360\">\u003Cstrong>Display and Video 360\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Following the launch of the Google Marketing Platform, DoubleClick Bid Manager, Campaign Manager, and Studio Audience Center evolved into the Display and Video 360 platform (also known as DV 360).\u003C\u002Fp>\n\n\n\n\u003Cp>It is now a single tool which enables you to plan Display, Native, Video, and Audio campaigns. This includes managing creatives, analytics, TV, and digital teams and combining cross-channel data.\u003C\u002Fp>\n\n\n\n\u003Cp>Similar to SA360, DV 360 is useful as you can consolidate your advertising data which gives a holistic view of your marketing efforts.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-analytics-360\">\u003Cstrong>Google Analytics 360\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Analytics 360 is the premium version of Google Analytics. It comes with enterprise-level features and a hefty price tag.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst the free version of Analytics provides plenty of actionable insights into your marketing efforts, the premium version means your team can access advanced tools like Unsampled reports, BigQuery Export and Data-Driven Attribution. This also includes access to analytics support specialists and a service level agreement which covers data collection, data freshness and reporting, and a higher processing limit.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-data-studio\">\u003Cstrong>Google Data Studio\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Unlike most of the products listed above, Google Data Studio is a free tool which turns your data into fully customisable dashboards and reports. You can tailor your dashboard with different charts, colours, images, viewer filters and date range controls, and even more.\u003C\u002Fp>\n\n\n\n\u003Cp>By using Data Studio, you can connect your dashboard to all Google Marketing Platform products, as well as the below:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Social Media Platforms \u003Cem>(such as Facebook or Twitter).\u003C\u002Fem>\u003C\u002Fli>\u003Cli>Google Sheets\u003C\u002Fli>\u003Cli>YouTube\u003C\u002Fli>\u003Cli>Search Console\u003C\u002Fli>\u003Cli>BigQuery\u003C\u002Fli>\u003Cli>MySQL\u003C\u002Fli>\u003Cli>PostgreSQL\u003C\u002Fli>\u003Cli>CSV File Uploads\u003C\u002Fli>\u003Cli>Google Cloud Storage\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-style-default\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-08-27-at-16.28.34.png\" alt=\"\" class=\"wp-image-22717\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimise-360\">\u003Cstrong>Optimise 360\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Optimise 360 is integrated with Google Analytics 360 and offers different experience types to fit your website testing and personalisation needs.\u003C\u002Fp>\n\n\n\n\u003Cp>By using this platform, you are able to run A\u002FB tests, allowing you to create multiple variations of the same web page to identify which page works best for your users.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also create multivariate tests, which allow you to test multiple elements on a page to see which combinations drive the best results.\u003C\u002Fp>\n\n\n\n\u003Cp>Optimise 360 can also allow you to create redirect tests, server-side experiments.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-surveys-360\">\u003Cstrong>Google Surveys 360\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Surveys 360 is a market research tool which allows you to gain valuable insights on your customers, by using online and mobile surveys.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-08-27-at-16.32.01.png\" alt=\"\" class=\"wp-image-22719\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tag-manager-360\">\u003Cstrong>Tag Manager 360\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The final Google Marketing Platform product is Tag Manager 360 and similar to other products within the Google Marketing Platform, it’s simply a premium version of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-tag-manager-seo-ppc-experts\u002F\">Google Tag Manager\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>There are a few huge differences between using the standard version and the premium version of this product, however, this will mainly benefit you if you’re a large business as these are enterprise-focused features.\u003C\u002Fp>\n\n\n\n\u003Cp>These features include unlimited workspaces for concurring tag projects (instead of a limit of 3), approval workflows, and zones for large-scale implementations and to controlled access to tagging (both of which aren’t available for the standard version).\u003C\u002Fp>\n\n\n\n\u003Cp>You will also get access to dedicated support specialists.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like to find out more about the Google Marketing Platform, then explore the benefits \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmarketingplatform.google.com\u002Fabout\u002F\">here\u003C\u002Fa>, and if you’d like a hand managing your Google Marketing Platform and using it to the fullest extent, then please get in touch with our experienced team of specialists \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":114,"protected":186},7759,{"inline_featured_image":186,"footnotes":5},[194,498],39,[],[198],[502,101,201,202,203,204,205,206,503],"post-5598","category-digital-marketing",[],[],[507,508,509,510],{"path":161,"name":162},{"path":213,"name":214},{"path":110,"name":111},{"path":170,"name":113},"The Google Marketing Platform is a suite of advertising and analytics solutions hosted within one single platform, with cross-channel integration and reporting features so that you can monitor key objectives and obtain a full view of your performance. The platform launched back in July 2018, unifying Google’s DoubleClick advertiser products and the Google Analytics 360 […]",{"thumbnail":513,"medium":514,"medium_large":516,"large":518,"1536x1536":520,"2048x2048":522,"post-thumbnail":524,"12_col":526,"default_landscape":528,"default_portrait":530,"6_col_and_margin_short":532,"11_col_and_margin":534,"9_col_rectangle":536,"11_col":538,"staff_image_696_600":540,"rectangular_thumbnail":542},{"url":118,"width":220,"height":220},{"url":515,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":517,"width":61,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":519,"width":227,"height":228},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":521,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":523,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":525,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":527,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":529,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":531,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":533,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":535,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":537,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":539,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":541,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":543,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504254_pexels-tatiana-syrikova-3975572-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[],[546,547],{"id":194,"name":111,"path":110},{"id":498,"name":548,"path":549},"Digital 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digital marketers, we’ve always relied on keyword match types to control how our keywords match to a user’s search query, and it’s no secret that over the years Google has continued to change the way that these match types operate, in line with their ever-growing automation methods. But how has this impacted PPC and how we run our campaigns?\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"lets-start-with-how-keyword-match-types-looked-pre-2014\">\u003Cem>Let’s start with how keyword match types looked pre 2014.\u003Cbr>\u003C\u002Fem>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"exact-match\">\u003Cstrong>Exact Match\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>Before major changes were rolled out in 2014, exact match was simply as the name describes, \u003Cem>exactly what you specified\u003C\u002Fem>. This meant that in order for a search query to match that keyword, it had to include those words exactly, in that exact order.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Using this match type wouldn’t account for any misspellings, plurals, or close variants. If you had wanted to appear for those variants, you would need to manually add these as targeted keywords or stick to broad match modified, which gave you a bit more flexibility.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"phrase-match\">\u003Cstrong>Phrase Match\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>When using phrase match, you determined the exact words and word order you wanted to appear for, however, there could be additional terms at either end of the keyword. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>For example, the keyword “buy to let properties” could appear for the following searches:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FmOqr0p8XZ8cbk7IWOJKK14b8-GIuJenVjAe3T_bSD8c6D9oOQVyUxchDT0fcXnId9lsR2HCv-4cdoMCr605GXBScqgW_3k5P26XzsKJnZlCTi_d-Re4gaL3c5kBEEDHJlqm2Qvjx.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FmFVzUw6fsUjJsOj7nKu5XPadGg5Bg0hacFCnn3HdA0czZQAVfaD6Ex8ckVIVCXDbmk3CYmtsJhbJSCj-OMpNHeh3URJQZgKHQXqMZYXL49FpHkRLPWJUyze3xwrl_H3DYyFMXlTV.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYFwaPF-P_uc4gwvb-7Lvf3duIj-rH_JW4J4OLb0u2KrF-TTUxBms8EEfprzJYMcfm_0TYEgvMcQagxo97Fvx4Jq5DJ56xGrC2Y1hgSMjaFtZwQff7Po8sdy66Cd3XFsU9p4HAGdI.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"broad-match-modified\">\u003Cstrong>Broad Match Modified\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>Using broad match modified meant that a users search query had to include all words but in no particular order, it could also include other words within the query. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>For example, the keyword +buy +to +let +properties could appear for the following searches:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FOMJUwuMQdw0grLY55gNlj4sXIR01t8_CnQTZdNJ1Ttn2nlSduphtnhhQJlxdZbS5haDhXtox0hE0OvokjO3vqIJv5Tx7Lz7r5Sqwt1jVlFju_jHqvpB1p_e6OMmdy4VE75CzV45.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWDQ-6044flDBbN7gO0BDBd9fHc28DcBBSCf2MollJcZf0fDkBKgUcQIGjmjS9vv48O0e9QSNitmuLaptk8qKG1_ykp0xV2YCpNA3T6viaZPXrbiK1qqfAMXwgpxqG8298nnzcPiB.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fw9ebRNs089zUPO5cw4-BVDMUFl6EN6yPxozjMw8Gce4pY3ZzCP4O6kBVi9koVqg3fVCn2YvfdTXBeF2tC4mp7c_LVkObDAocPkeaDlVRxkpXenREw9r7xwVb6TKV9XDqFrWpDo0x.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>The way these match types operated around this time allowed full control of the search queries you wanted to show ads for and made it easier to segment campaigns based on the keyword match type or keyword intent.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Fast forward to 2014, Google rolled out the close variants change across the exact and phrase match keywords. This huge change now meant that these keywords would also appear for misspellings, plurals, and close variants – for example, the keyword ‘clothes’ could now appear for ‘clothing’.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst these changes took away the manual work of accounting for misspelt words and plurals, many of us saw this as the beginning of the end of exact match.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>A few years later in 2017, we saw further changes rolled out which determined that exact match keywords could appear for search queries in any word order and different function words \u003Cem>(such as the, for, to, etc)\u003C\u002Fem>.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FG0VhjRS4ZSOo-EEEna_ERnsv-x4MHQHy9pWbcw2wiZ9f856Kx5s120huNqMIpsS0_sZ32MwulrvI3M4ZJFJhv6UKYgtau4sVjqvwOeK9kUi1ejZMex59UbtV4B90klBOOaCEub4B.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>This had huge implications for PPC, particularly for keywords which relied on word order, for example, the keyword ‘buy to let properties’ could now be shown for ‘let to buy properties’ which is a completely different offering.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>It also meant that where we’d segmented ad groups by match type or in some cases where we’d implemented a single keyword ad group structure, we began to see query cross-over between various ad groups as those segments no longer became necessary due to the broadening of close variants. This then led to more consolidated campaign structures and a lot of us moved away from the single keyword ad group structure as it no longer had a place in most accounts.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>These changes didn’t stop there, over the last couple of years Google added same-meaning words to exact, phrase, and broad match modified keywords.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-did-this-impact-each-match-type-individually\">\u003Cem>How did this impact each match type individually?\u003C\u002Fem>\u003Cbr>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"exact-match\">\u003Cstrong>Exact Match\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>Following the most recent changes to exact match, search queries could now include implied words or paraphrases, so whilst the search query may be fairly different to the keyword you’ve specified within exact match, Google will still\u003Cstrong> \u003C\u002Fstrong>show your ad if it deems the query to have the same \u003Cem>intent\u003C\u002Fem> as your original keyword.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Google’s reasoning for this change was down to search queries evolving and their ever-adapting machine learning being able to adapt to this, as they were now able to fill in gaps for advertisers. Google also claimed that we would be missing out on new search queries by maintaining too much control over our queries through the use of the old exact and phrase match (but isn’t that what broad match modified was great for?!).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"phrase-match\">\u003Cstrong>Phrase Match\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>Phrase match has maintained the most control over the years, despite the same-meaning changes (as described above) also being rolled out for phrase match, the word order has remained in place.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This has been useful in cases where keywords completely rely on word order to be relevant to the right search queries, like the above ‘buy to let’ example.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FrTQYKA_td0wmDlbKNv4K5ldtyiH9WpGPD1mBzwGXwDXPkRVf4LLgF9VWxN_Gq4tuWpeCr94BrFVaGMXX2GgJL48dAdNV7mGb0pZakp5h3wsBPyJI4LR9_iQRaXGWPCXxDXMQbagr.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"broad-match-modified\">\u003Cstrong>Broad Match Modified \u003C\u002Fstrong>\u003Cbr>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst the above changes have also been rolled out for broad match modified keywords, this match type has seen the most expansion and in my opinion, has wiped out the need for the OG broad match keywords.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This match type is now perfect for identifying new search queries and keyword opportunities due to the roll-out of same meaning queries, plurals, misspelt words, stemmings, abbreviations and so on.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9ILsgsVireKO-DYzCnA9D7O5xp-YqdVDGTRVoFKFayulwB5K8Z4J6BJlM2a1rlN13MTMhUtMVUvzl_jZEt-g6OURIZtH4f695-jriifcENiRRcBkqpLe4-JJ7WT-alBty-5JC-3a.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Now, as standard using broad match modified alongside a dynamic search ads campaign is absolutely key to opening your account up for growth and expansion, especially when working with niche industries. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst exact and phrase match are still important, there is no longer the need to strategically segment keywords, but instead, focus on grouping closely related keywords (including grouping keyword match types), which will give your automated smart bidding strategies (if you’re using them!) more data to work with to focus on driving more conversions and revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>To conclude\u003C\u002Fem>, there have been many changes to the way we control the search queries our ads are shown for, in line with the ever-growing ‘automated approach’ we’re seeing Google roll out and I expect this to change even more so over the next couple of years.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have any further thoughts on this, I’d be keen to hear what you have to say! Feel free to get in touch to discuss all things match type related.\u003Cbr>\u003C\u002Fp>\n",{"rendered":123,"protected":186},7785,{"inline_featured_image":186,"footnotes":5},[195],[],[198],[684,101,201,202,203,204,205,207],"post-5399",[],[],[688,689,690,691],{"path":161,"name":162},{"path":213,"name":214},{"path":130,"name":33},{"path":170,"name":122},"As digital marketers, we’ve always relied on keyword match types to control how our keywords match to a user’s search query, and it’s no secret that over the years Google has continued to change the way that these match types operate, in line with their ever-growing automation methods. But how has this impacted PPC and 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The Evolution Of Keyword Match Types Have Impacted PPC - 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you’ve read my recent blog, \u003Cem>‘\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fan-introduction-to-search-ads-360\u002F\">Introduction To Search Ads 360\u003C\u002Fa>’\u003C\u002Fem> or you’re familiar with the platform itself, you’ll be aware that by using Search Ads, you can manage multiple ‘engines’ within one place – which is really useful when managing a large advertiser account as you can combine data from multiple engines to review KPIs.\u003C\u002Fp>\n\n\n\n\u003Cp>Similarly, when using a bidding strategy within the platform, you’re able to optimise spend across multiple engines within an advertiser account, if you’re working towards the same goal. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This could be most useful if you wanted to run the same strategy across both your Google Ads & Microsoft Ads campaigns, where often campaign structures are mirrored.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>These strategies are quite flexible in comparison to Google Ads, as you are not limited to only one-goal when setting these up, because you can actually optimise towards multiple goals within one strategy, e.g a visibility-based strategy with a target CPA constraint. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FimKA2DnDd23kuMnXk_nEiRWGfHCPqpmLu29Y1KhxWhoEPJFhjhIR3_wp_H2rGG27o0JoHDLJ6R8Rf1mdvDJoSG2HDyEEiXmLa0d0qJqo4d-S5FPkQnSok5umkqg074LLEqORGJ4q.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Unlike Google Ads, there is also the option to allow the strategy to adjust your remarketing, mobile, location bid adjustments, and to combine your strategy with Google’s auction-time bidding.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FdKOjZ3J8xdHPHZCQYnr96kG231azkrRUNvLP8ZRyjGxUIYrKJS2ls_spA9g_2Bh1G85xz0GmnnTKXonSQPUHKPfRS3txE00EI2i_zq205vDei9ZfPHwFwy7svsh8UXxuoCP5Jr-b.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you are using a bidding strategy within SA360, you’ll have access to a bid strategy report. This report goes into much greater detail than your standard Google Ads bid strategy report, where you can see the actual performance of campaigns, keywords, locations, dynamic ad targets, and more.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F3ejqn8J4A4n0oZVxC_Qk-gSaf1OVDDTjbQpDfgFnMgj4vJFQ2tzn3fHC4a0N7MOOmJsfG3uBOaoxXuOFfgaL0yJcHokuB5ewYFQWPh-aEA_pwHCBBtN-Kf7HCdI6tLZXKiUUuM7.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>As mentioned above, when setting up a strategy you are given the option to opt into remarketing, mobile, and location bid adjustments. However, if you don’t opt-in for this, Search Ads 360 will still make bid adjustment recommendations in your bid strategy report, which you could then apply manually.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-05-26-at-11.13.57.png\" alt=\"\" class=\"wp-image-20323\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Similar to Google Ads, you can see any issues or warnings within your bid strategy. These are usually bid constraints, but can be taken with a pinch of salt depending on the performance you’re actually seeing.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Within this section of the bid strategy report, you can also view distributions within the strategy, e.g % of keywords driving conversions, which is super insightful for identifying your top-performing keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-05-26-at-11.15.24.png\" alt=\"\" class=\"wp-image-20324\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Setting up a bidding strategy is really straightforward in Search Ads, simply find the ‘bid strategies’ section on the left-hand side of the user interface, select + bid strategy and go through the motions of configuring the strategy to meet your account’s KPIs.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FkRj7uO3kxnWClRXBtSAD7M06p4Z-AlS8yZsqBRklVkCaf8LvegaX2ugYOJCRQGXbpclNsepfBjZhh6sE7iGdo-Qq2w3qjfzpo285p3KDWLXzKQFqlMyn85iA6GctJ49JqlwiEohv.gif\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>There are four goals you can optimise towards when setting up your strategy, these are as follows:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Conversions\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Get the most actions while meeting a target CPA or monthly spend.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Revenue\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Get the highest revenue while meeting a target Effective Revenue Share, ROAS, or monthly spend.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Keywords\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Keep keywords at a specific position.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cem>Impression Share\u003C\u002Fem>\u003Cul>\u003Cli>\u003Cem>Target ad placement in search results.\u003C\u002Fem>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\n\n\u003Cp>Hopefully, this was a useful follow up to my last blog on Search Ads 360! Keep your eyes peeled for more of my tips and tricks on campaign management in Search Ads 360.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, many of our paid media team are very skilled in campaign set up and management in the platform, so don’t hesitate to get in touch here and find out how we can help.\u003Cbr>\u003C\u002Fp>\n",{"rendered":133,"protected":186},7794,{"inline_featured_image":186,"footnotes":5},[195],[],[198],[863,101,201,202,203,204,205,207],"post-5332",[],[],[867,868,869,870],{"path":161,"name":162},{"path":213,"name":214},{"path":130,"name":33},{"path":170,"name":132},"If you’ve read my recent blog, ‘Introduction To Search Ads 360’ or you’re familiar with the platform itself, you’ll be aware that by using Search Ads, you can manage multiple ‘engines’ within one place – which is really useful when managing a large advertiser account as you can combine data from multiple engines to review 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Ads 360 Bidding Strategies - 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class=\"wp-block-heading\" id=\"what-is-an-audience\">\u003Cem>What is an audience?\u003Cbr>\u003C\u002Fem>\u003C\u002Fh2>\n\u003Cbr>\n\n\n\n\u003Cp>You may or may not be familiar with audience targeting and the available types of audiences within the Google Analytics and Google Ads platforms, but broadly speaking audiences are groups of people with specific interests, intents, demographic information, or behaviours.\u003C\u002Fp>\n\n\n\n\u003Cp>There may not be an extensive list of audience \u003Cem>types\u003C\u002Fem> available, but when it comes to how you can specify who you would like to be in your audience, there are hundreds of options.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"so-the-audience-types\">\u003Cem>So, the audience types:\u003C\u002Fem>\u003C\u002Fh2>\n\u003Cbr>\n\n\n\n\u003Ch3 id=\"remarketing-audiences-website-visitors\">Remarketing audiences (website visitors)\u003C\u002Fh3>\n\u003Cbr>\n\n\n\n\u003Cp>Setting up a remarketing audience list will give you the opportunity to reach out to users who have previously visited your website.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>When setting up a remarketing audience list in Analytics, there are many different options that you can choose:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"pre-configured-audience-definitions-recommended-audiences\">\u003Cem>Pre-configured audience definitions (recommended audiences)\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>Usually, when you launch the audience set-up in Analytics, you’ll be given a set of pre-configured audience definitions. You can either choose one of these audiences or go on to create a new audience definition by selecting the ‘create new’ option.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fxuvsh8SAGH245T4ozs1gRtWjYYOp2x-tKVOcVK5euq1U4Zcmp5PvtkCml4yiOBbYNBgmb8wrDACaOuSDwmGirttPKnibpC7BIVdesPPOFBF0iMSANL-JYJEiY5xPuJDbKK9V6M7Y.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"rule-based-audiences\">\u003Cem>Rule-based audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>Rule-based audiences are the most common type of remarketing audience lists, as you are able to segment previous site visitors based on specific criteria that you want your audience to meet, this includes the following:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>\u003Cstrong>Demographics\u003C\u002Fstrong>\u003C\u002Fem>: Target users based on their age, gender, language, or location.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>\u003Cstrong>Technology\u003C\u002Fstrong>\u003C\u002Fem>: Target users based on the device, operating system, or browser they were using.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>\u003Cstrong>Behaviour\u003C\u002Fstrong>\u003C\u002Fem>: Target users based on the number of sessions they had on-site, days since their last session, transactions, and their session duration (e.g spent more than 2 minutes on-site).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>\u003Cstrong>Traffic sources\u003C\u002Fstrong>\u003C\u002Fem>: Target users based on the campaign, medium, source, or keyword that they used to find you.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cp>\u003Cem>\u003Cstrong>Conditions\u003C\u002Fstrong>\u003C\u002Fem>: Target users based on specific criteria, for example, a user’s exit page, the ad content they came through, how many pages they visited, etc. There are lots of opportunities to be quite granular here.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fugkk1ZeF6Iu5n_lBy5A9HOOMqnxZiunbZV0RlsPaiDbFCSqK89nkZ7h5stBx9OHxA8AyoxZANadvPIqfyj710w3LCef8jt4k7vy7BVCyilccrJv0WKKxBVFMtfryKWTDO2kEbSFN.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cp>When setting up a remarketing audience you’ll be given the option to enter a ‘membership duration’. This is the number of days that a user will stay in that audience and is completely up to you.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F3ZEg9yFQ1l4WXVpDbGfBzfbY2t47kcMOwckfbApGYEqJz0F1BV3NAC1F9MYcsRQoN9xSmQUcjWle-rpVt3I9UEfV0VGKoEnJpu9daf_FPNw5ULFOi_Q9_btQc8fFFJ4d5FxUIBDT.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"similar-audiences\">\u003Cem>Similar audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>Similar audiences are useful if your current remarketing audience lists are fairly small and struggle to get volume. To create a similar audience, Google will find people who have similar search behaviour to your existing remarketing list members.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth noting that in order to be eligible for similar audiences, your existing remarketing audiences or customer match list must have at least 1,000 cookies.\u003C\u002Fp>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 id=\"there-are-also-a-number-of-audience-targeting-options-available-within-google-ads-outside-of-remarketing-audiences\">There are also a number of audience targeting options available within Google Ads \u003Cem>(outside of remarketing audiences).\u003C\u002Fem>\u003C\u002Fh3>\n\u003Cbr>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"in-market-audiences\">\u003Cem>In-market audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>You can use in-market audiences to target customers who are in the market for a particular product or service (like yours). This means that they are actively searching for those products or services.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-02-27-at-14.57.42-1.png\" alt=\"\" class=\"wp-image-17837\">\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"affinity-audiences\">\u003Cem>Affinity audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>With affinity audiences, you can target users based on their interests, lifestyles, habits, and passions. Some of these include, ‘pet lovers’, ‘avid investors’, or even ‘coffee shop regulars’. For an example, if you were running an animal charity, you may want to target ‘pet lovers’ as they are likely to fit into your ideal audience.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FPEZII2cl94WGiuDf2xgkPI3cDzoUyxaEY9wTFrHKh3gPqbDd-CGTEgGANON0zQ72ww08j41aFFmhfy4-C-pIuMpNm6wMmEuxTdUi5VI7CUgA2RlzmxKs56FM2SYk8CK8vQiUdIMd.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"custom-affinity-audiences\">\u003Cem>Custom affinity audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>Custom affinity audiences are created using interests entered as keyword phrases, URLs to create interest categories based on the content of the website, types of places that people are interested in, or apps that an ideal customer would be interested in.\u003C\u002Fp>\n\u003Cbr>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"life-events\">\u003Cem>Life events\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>You can use life event audience targeting to reach users based on important milestones, such as graduating, moving homes, or getting married. Which will be useful in relation to purchasing decisions, for example, someone who’s about to get married may be likely to buy a wedding dress or wedding bands.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"custom-intent-audiences\">\u003Cem>Custom-intent audiences\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>Custom-intent audiences are used only in Display and Video campaigns. To create them you can input keywords, such as your high-performing search keywords or branded terms, or you can input landing pages, such as your competitors to reach your ideal audience.\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FScreenshot-2020-02-27-at-15.09.19-1.png\" alt=\"\" class=\"wp-image-17840\" \u002F>\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"detailed-demographics\">\u003Cem>Detailed demographics\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cp>Fairly similar to life events, detailed demographics enable you to reach users based on demographics such as whether or not a user is a parent \u003Cem>(you can go pretty granular with this, choosing a specific age group for their children), \u003C\u002Fem>whether or not they’re married, single, or in a relationship, their educational background \u003Cem>(e.g current university students)\u003C\u002Fem>, or their homeownership status \u003Cem>(e.g renters or homeowners).\u003C\u002Fem>\u003C\u002Fp>\n\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fs2VzCf1T2tW1-VwCSqgJRlPtWggWzKIvPn1jBCzIfmpsn7x9MZpCvLKbUjDSQkLZ_agiXcTPXeYGpMleyMOfgor2wwIqTwZUeNoo_aPy4LE1D59HbkTgSrBrJ_lDpC6tI-vRfsDJ.png\" alt=\"\">\u003C\u002Ffigure>\n\u003Cbr>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"customer-match\">\u003Cem>Customer match\u003C\u002Fem>\u003Cbr>\u003C\u002Fh4>\n\n\n\n\u003Cp>You can use customer match using your online and offline data to reach and re-engage with customers, using information that customers have actually shared with you, e.g email addresses. Customer match is useful for up-selling customers by re-engaging them with offers or discounts through email.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>I’m hoping that you’ve found this helpful and have learnt something new about audience targeting, whether that be the types available or how they work individually! I’ve linked \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2497941?hl=en-GB\">here\u003C\u002Fa> some more information around audience targeting, including full-lists of the types of audiences available, such as the full list of in-market and affinity audiences.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re interested in what we do at Impression and how we can help you grow your online presence through the use of audience targeting, don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with us today.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":141,"protected":186},7841,{"inline_featured_image":186,"footnotes":5},[194,1036,195],41,[],[198],[1040,101,201,202,203,204,205,206,1041,207],"post-4974","category-measurement",[],[],[1045,1046,1047,1048],{"path":161,"name":162},{"path":213,"name":214},{"path":110,"name":111},{"path":170,"name":140},"What is an audience? You may or may not be familiar with audience targeting and the available types of audiences within the Google Analytics and Google Ads platforms, but broadly speaking audiences are groups of people with specific interests, intents, demographic information, or behaviours. There may not be an extensive list of audience types available, 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Beginners Guide To Audiences - Impression",[1091,1092,1093,1095,1096,1097,1098,1099,1100,1101,1102,1104,1106,1108,1109,1110,1111,1112,1113,1114],{"property":261,"content":1089},{"name":263,"content":264},{"property":174,"content":1094},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F",{"name":268,"content":269},{"property":271,"content":272},{"property":274,"content":1089},{"property":276,"content":1049},{"property":278,"content":1094},{"property":280,"content":281},{"property":283,"content":284},{"property":286,"content":1103},"2020-02-27T15:59:53+00:00",{"property":289,"content":1105},"2022-02-07T16:48:18+00:00",{"property":292,"content":1107},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FnHRVUAZL-050720211625504715_ross-sneddon-G4fPRLboREI-unsplash-scaled.jpg?auto=compress%2Cformat",{"property":295,"content":296},{"property":298,"content":571},{"property":301,"content":302},{"property":156,"content":4},{"property":305,"content":306},{"property":308,"content":309},{"property":311,"content":309},{"@context":313,"@graph":1116},[1117,1132,1138,1139,1145,1149,1167],{"@type":254,"@id":1118,"isPartOf":1119,"author":1120,"headline":140,"datePublished":1103,"dateModified":1105,"mainEntityOfPage":1121,"wordCount":1122,"commentCount":23,"publisher":1123,"image":1124,"thumbnailUrl":1126,"articleSection":1127,"inLanguage":328,"potentialAction":1128},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F#article",{"@id":1094},{"name":4,"@id":319},{"@id":1094},885,{"@id":323},{"@id":1125},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FnHRVUAZL-050720211625504715_ross-sneddon-G4fPRLboREI-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",[111,1086,33],[1129],{"@type":331,"name":332,"target":1130},[1131],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F#respond",{"@type":336,"@id":1094,"url":1094,"name":1089,"isPartOf":1133,"primaryImageOfPage":1134,"image":1135,"thumbnailUrl":1126,"datePublished":1103,"dateModified":1105,"breadcrumb":1136,"inLanguage":343},{"@id":338},{"@id":1125},{"@id":1125},{"@id":1137},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fa-beginners-guide-to-audiences\u002F#breadcrumb",{"@type":345,"inLanguage":328,"@id":1125,"url":1126,"contentUrl":1126,"width":296,"height":571},{"@type":347,"@id":1137,"itemListElement":1140},[1141,1142,1143,1144],{"@type":350,"position":351,"name":162,"item":352},{"@type":350,"position":354,"name":214,"item":355},{"@type":350,"position":135,"name":111,"item":357},{"@type":350,"position":117,"name":140},{"@type":360,"@id":338,"url":352,"name":281,"description":5,"publisher":1146,"inLanguage":328,"potentialAction":1147},{"@id":362},{"@type":364,"target":1148,"query-input":368},{"@type":366,"urlTemplate":367},{"@type":370,"@id":362,"name":281,"url":352,"logo":1150,"image":376,"sameAs":1151,"@context":381,"email":382,"foundingDate":383,"legalName":384,"vatID":385,"description":386,"telephone":387,"address":1152,"location":1153,"areaServed":1163},{"@type":345,"inLanguage":328,"@id":372,"url":373,"contentUrl":373,"width":374,"height":375,"caption":281},[378,379,380],{"@type":389,"streetAddress":390,"addressLocality":391,"addressRegion":392,"postalCode":393,"addressCountry":394},[1154,1157,1160],{"@type":397,"name":398,"geo":1155,"address":1156,"photo":376,"telephone":404},{"@type":400,"latitude":401,"longitude":402},{"@type":389,"streetAddress":390,"addressLocality":391,"addressRegion":392,"postalCode":393,"addressCountry":394},{"@type":397,"name":406,"geo":1158,"address":1159,"photo":415,"telephone":416},{"@type":400,"latitude":408,"longitude":409},{"@type":389,"streetAddress":411,"addressLocality":412,"addressRegion":413,"postalCode":414,"addressCountry":394},{"@type":397,"name":418,"geo":1161,"address":1162},{"@type":400,"latitude":420,"longitude":421},{"@type":389,"streetAddress":423,"addressLocality":424,"addressRegion":425,"postalCode":426,"addressCountry":427},[1164,1165,1166],{"@type":430,"name":431},{"@type":430,"name":433},{"@type":430,"name":427},{"@type":436,"@id":437,"name":4,"image":1168,"description":6,"url":175},{"@type":345,"inLanguage":328,"@id":439,"url":8,"contentUrl":8,"caption":4},{"self":1170,"collection":1175,"about":1177,"author":1179,"replies":1181,"version-history":1184,"predecessor-version":1187,"wp:featuredmedia":1191,"wp:attachment":1194,"wp:term":1197,"curies":1204},[1171],{"href":1172,"targetHints":1173},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4974",{"allow":1174},[446],[1176],{"href":449},[1178],{"href":452},[1180],{"embeddable":96,"href":455},[1182],{"embeddable":96,"href":1183},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4974",[1185],{"count":351,"href":1186},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4974\u002Frevisions",[1188],{"id":1189,"href":1190},14669,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4974\u002Frevisions\u002F14669",[1192],{"embeddable":96,"href":1193},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7841",[1195],{"href":1196},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4974",[1198,1200,1202],{"taxonomy":474,"embeddable":96,"href":1199},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4974",{"taxonomy":477,"embeddable":96,"href":1201},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4974",{"taxonomy":156,"embeddable":96,"href":1203},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4974",[1205],{"name":483,"href":484,"templated":96},{"id":1207,"date":1208,"date_gmt":1208,"guid":1209,"modified":143,"modified_gmt":143,"slug":1211,"status":19,"type":101,"link":150,"title":1212,"content":1213,"excerpt":1215,"author":188,"featured_media":1216,"comment_status":190,"ping_status":20,"sticky":186,"template":5,"format":191,"meta":1217,"categories":1218,"collections":1219,"coauthors":1220,"class_list":1221,"acf":1223,"head_links":1224,"breadcrumbs":1225,"url_path":150,"search_description":1230,"featured_image_urls":1231,"authors":1263,"type_nicename":254,"reading_minutes":117,"category":1264,"yoast_title":1266,"yoast_meta":1267,"yoast_json_ld":1293,"_links":1347},4916,"2020-01-31T16:17:52",{"rendered":1210},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fan-introduction-to-search-ads-360\u002F","an-introduction-to-search-ads-360",{"rendered":148},{"rendered":1214,"protected":186},"\u003Ch2 id=\"what-is-search-ads-360\">\u003Cb>\u003Ci>What is Search Ads 360?\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>Search Ads 360 (also known as SA360, or formerly DoubleClick) is Google’s advanced search marketing platform, and unlike \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-advertising-management\u002F\">Microsoft Ads\u003C\u002Fa>, this platform comes with a price tag.\u003C\u002Fp>\n\u003Cp>The platform itself helps agencies and marketers manage large search marketing campaigns, across multiple engines and media channels, all in one place.\u003C\u002Fp>\n\u003Cp>One of the most useful elements of using SA360 is being able to manage your campaigns, ads, and keywords, on a single platform, rather than analysing performance on each search engine individually. This gives you a clear overview of performance across all channels, and on top of this, you are able to optimise, introduce rules, apply bidding strategies, and more, across all engines in one go.\u003C\u002Fp>\n\u003Ch2>\u003Cb>\u003Ci>How does Search Ads 360 work?\u003Cbr \u002F>\n\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>Search Ads 360 works similarly to Google Ads, as you can manage multiple advertisers under a single agency network. Within an advertiser account, there can be multiple engine accounts and campaigns, as well as users who can view reports, edit settings, and make changes.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4917 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FYcBjcOnF-Screenshot-2020-01-31-at-10.04.29.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1697\" height=\"474\" \u002F>\u003Cbr \u002F>\nIf you are a direct marketer, working on boosting leads or sales for your business, you could create multiple advertiser accounts for different areas of your organization, e.g different service offerings, product lines, or locations that you cover.\u003C\u002Fp>\n\u003Ch3 id=\"how-does-the-campaign-data-get-pulled-into-search-ads-360\">How does the campaign data get pulled into Search Ads 360?\u003C\u002Fh3>\n\u003Cp>Search Ads 360 has a direct API connection with multiple search engines (Google Ads, Microsoft, Yahoo, and Baidu). You can schedule for the search engines to sync with SA360 on a regular basis, e.g every 24 hours – this way the data is always fairly up to date, and if you need more accurate data you are still able to sync manually whenever you’d like.\u003C\u002Fp>\n\u003Cp>\u003Ci>It’s also worth noting that any changes made in the platform will then be copied to the search engines automatically. \u003C\u002Fi>\u003C\u002Fp>\n\u003Ch2 id=\"what-are-some-of-the-unique-features-that-make-search-ads-360-so-useful\">\u003Cb>\u003Ci>What are some of the unique features that make Search Ads 360 so useful?\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fh2>\n\u003Ch3 id=\"1-you-can-manage-multiple-engines-in-one-place\">1. You can manage multiple engines in one place\u003C\u002Fh3>\n\u003Cp>As I’ve mentioned above, one of the most unique features of the platform is being able to compile all of your data from Google Ads, Microsoft, Yahoo, etc, into one place.\u003C\u002Fp>\n\u003Cp>This is an extremely simple way to manage your campaigns across multiple engines without having to look at them individually, giving you a clear picture of where things need to be optimised. On top of this, you are able to create reports within the platform, looking at performance across each engine.\u003C\u002Fp>\n\u003Cp>So ultimately, it’s a huge time-saver and frees up more time for more strategic planning.\u003C\u002Fp>\n\u003Ch3 id=\"2-optimise-with-search-ads-360-bidding-strategies\">2. Optimise with Search Ads 360 Bidding Strategies\u003C\u002Fh3>\n\u003Cp>Similar to Google Ads bidding strategies, Search Ads 360 bidding strategies will optimise the performance of keywords and product groups, adjusting bids to achieve the highest number of conversions\u002Famount of revenue\u002Fhighest impression share\u002Fnumber of clicks, etc.\u003C\u002Fp>\n\u003Cp>However, unlike Google Ads, Search Ads 360 bidding strategies can optimize your spend across multiple search engines within an advertiser account. Depending on the engine, bid strategies will also set or recommend bid adjustments for your location targets, mobile devices, and remarketing targets.\u003C\u002Fp>\n\u003Cp>Search Ads 360 will also recommend Smart Bidding strategies for Google Ads & Microsoft Ads but only if there is strong confidence that the strategy can deliver either a similar number of conversions at a better CPA or ROAS, or more conversions at a similar CPA or ROAS.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4918 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F4IUCcKNG-Screenshot-2020-01-31-at-16.03.37.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1094\" height=\"564\" \u002F>\u003C\u002Fp>\n\u003Ch3 id=\"3-executive-reporting-for-quick-and-easy-reports\">3. Executive reporting for quick and easy reports\u003C\u002Fh3>\n\u003Cp>You can create executive reports in the platform, all formatted as charts and tables – instead of manually downloading reports all of the time and spending time organising the data to look ‘pretty’. You can then share a link to the report directly with your client so that they have access to the report without having to download it themselves.\u003C\u002Fp>\n\u003Cp>You can pull the reports on a number of things, e.g week-on-week trends, last month’s performance, annual cost-per-engine, the list is endless and completely dependent on your needs for the report.\u003C\u002Fp>\n\u003Ch3 id=\"to-conclude\">\u003Cem>To conclude…\u003C\u002Fem>\u003C\u002Fh3>\n\u003Cp>Hopefully, I’ve sparked your curiosity in the Search Ads 360 platform, keep your eyes peeled for more of my tips and tricks on campaign management in Search Ads 360 including my most recent \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-ads-360-how-to-guide\u002F\">\u003Cem>Search Ads 360 How-To Guide\u003C\u002Fem>\u003C\u002Fa>!\u003C\u002Fp>\n\u003Cp>Alternatively, many of our paid media team are very skilled in campaign set up and management in the platform, so don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> here and find out how we can help.\u003C\u002Fp>\n",{"rendered":149,"protected":186},7853,{"inline_featured_image":186,"footnotes":5},[195],[],[198],[1222,101,201,202,203,204,205,207],"post-4916",[],[],[1226,1227,1228,1229],{"path":161,"name":162},{"path":213,"name":214},{"path":130,"name":33},{"path":170,"name":148},"This intro to Search Ads 360 will teach you about the platform & how it can be integrated into your workflow. 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