[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpaige-langham\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":145,"head_links":146,"breadcrumbs":133,"posts":150,"pages":128,"head":792},"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":129},"\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 14:16:11","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":59,"medium_large":60,"medium_large-width":61,"medium_large-height":62,"large":63,"large-width":64,"large-height":65,"1536x1536":66,"1536x1536-width":67,"1536x1536-height":68,"2048x2048":69,"2048x2048-width":70,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":53,"default_portrait":80,"default_portrait-width":53,"default_portrait-height":79,"6_col_and_margin_short":81,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":82,"11_col_and_margin-width":83,"11_col_and_margin-height":77,"9_col_rectangle":84,"9_col_rectangle-width":85,"9_col_rectangle-height":86,"11_col":87,"11_col-width":88,"11_col-height":77,"staff_image_696_600":89,"staff_image_696_600-width":52,"staff_image_696_600-height":53,"rectangular_thumbnail":90,"rectangular_thumbnail-width":91,"rectangular_thumbnail-height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FA7gU8v49-Paige-Lambert.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[94],{"acf_fc_layout":95,"reduced":96,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":97,"posts":98},"author_posts",true,"Paige Langham’s posts",{"data":99,"pages":128},[100,111,119],{"type_key":101,"title":102,"excerpt":103,"to":104,"postedAt":105,"readingTime":106,"image":107,"authors":108,"category":109},"post","How To Manage Your Google Ad Grant Account","\u003Cp>Firstly, what is an Ad Grant account? A Google Ad Grant account is a gift of $10,000 a month from Google themselves – only available to charities and not-for-profit organisations.  If you’re keen on getting an ad grant account, you’ll need to apply for Google for Nonprofits and meet eligibility guidelines before becoming approved, and […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-manage-your-google-ad-grant-account\u002F","2022-02-07T16:48:21",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":110,"name":33},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":101,"title":112,"excerpt":113,"to":114,"postedAt":115,"readingTime":116,"image":5,"authors":117,"category":118},"Search Leeds: Sophie Coley – Search Listening: How and why we should be using Google data way beyond traditional keyword research","\u003Cp>Sophie is talking about how and why we should be using Google data, way beyond traditional keyword research. Sophie is the Director of answerthepublic.com, a search query data visualisation tool, which maps out keyword predictions that you see when users make a Google search, allowing us to start answering our public\u002Faudience a lot better. She […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-sophie-coley-search-listening-how-and-why-we-should-be-using-google-data-way-beyond-traditional-keyword-research\u002F","2022-02-07T16:48:22",4,[],{"to":110,"name":33},{"type_key":101,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":127},"Top Tips For A Successful Search Campaign","\u003Cp>Want to create a successful Search campaign, but not sure how? Here are some top tips that are sure to help. Keyword Research Although you may think you know your business and what your customers tend to search for, do not rely on your instincts when it comes to keyword selection, always do your research! […]\u003C\u002Fp>\n","\u002Fblog\u002Ftop-tips-successful-search-campaign\u002F","2024-06-25T11:24:49",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FkekyBpEd-050720211625513079_blur-business-click-1109543-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":110,"name":33},"2",{"type":130,"style":131,"title":132,"heading":4,"intro":10,"services":12,"breadcrumbs":133,"photo":55,"social":145},"author","dark","Meet the Team",[134,137,140,143],{"path":135,"name":136},"\u002F","Home",{"path":138,"name":139},"\u002Fabout\u002F","About Us",{"path":141,"name":142},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":144,"name":4},null,{"twitter":5,"linkedin":5},[147],{"rel":148,"href":149},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpaige-langham\u002F",[151,461,616],{"id":152,"date":153,"date_gmt":153,"guid":154,"modified":105,"modified_gmt":105,"slug":156,"status":19,"type":101,"link":104,"title":157,"content":158,"excerpt":161,"author":162,"featured_media":163,"comment_status":164,"ping_status":20,"sticky":160,"template":5,"format":165,"meta":166,"categories":167,"collections":169,"coauthors":170,"class_list":172,"acf":180,"head_links":181,"breadcrumbs":182,"url_path":104,"search_description":189,"featured_image_urls":190,"authors":225,"type_nicename":226,"reading_minutes":106,"category":227,"yoast_title":229,"yoast_meta":230,"yoast_json_ld":283,"_links":412},4541,"2019-07-31T15:20:20",{"rendered":155},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fhow-to-manage-your-google-ad-grant-account\u002F","how-to-manage-your-google-ad-grant-account",{"rendered":102},{"rendered":159,"protected":160},"\u003Ch3 id=\"firstly-what-is-an-ad-grant-account\">\u003Cstrong>\u003Ci>Firstly\u003C\u002Fi>, what is an Ad Grant account?\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A Google Ad Grant account is a gift of $10,000 a month from Google themselves – \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">only\u003C\u002Fspan>\u003C\u002Fi> \u003Ci>\u003Cspan style=\"font-weight: 400\">available to charities and not-for-profit organisations. \u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re keen on getting an ad grant account, you’ll need to apply for \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com.hk\u002Fintl\u002Fen\u002Fnonprofits\u002F\">\u003Cspan style=\"font-weight: 400\">Google for Nonprofits\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> and meet eligibility guidelines before becoming approved, and then applying for your Ad Grant account.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>So now you have your ad grant account, how do you manage it?\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">You may be thinking, how hard can it be? (since you’re working with free money) \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">but\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> ad grants are pretty strict on requirements and in order to keep your account active, you must ensure you’re maintaining them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A key requirement which remains difficult, is to maintain a 5% click-through-rate each month at account-level, and if this goes unfixed for two months your account will be deactivated. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">But\u003C\u002Fspan>\u003C\u002Fi> \u003Ci>\u003Cspan style=\"font-weight: 400\">don’t fret\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">, the below tips and tricks will help you keep up with all ad grant requirements, including this one.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"keywords\">\u003Cstrong>KEYWORDS\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">When it comes to your keyword list, there are a handful of things to keep in mind at all times, especially since failure to follow these will result in your account being shut down.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>Quality Score\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400\">Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better ad positions.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">For grant accounts, all keywords \u003C\u002Fspan>\u003Cstrong>must\u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400\"> hold a quality score above a 2\u002F10, anything below \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">(2\u002F10 or less)\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> will need to be paused or removed from the account immediately to avoid account deactivation.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A quick tip on how to keep up with monitoring quality score is to set up an automated rule which will automatically pause any low quality score keywords for you. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">You’re welcome.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">However, please note that I would also recommend checking on this manually from time-to-time as robots can’t always be trusted \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">(apologies if you’re a robot)\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> – a simple way to do this is to filter all keywords by quality score, and then input the quality score you’re looking for in order to quickly pause any if need be.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>Single-Word and Overly Generic Keywords\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">When selecting the keyword list for your grant account, it’s important to note that Google states all keywords must support and reflect the mission of your non-profit organisation – anything outside of this cannot be bid on.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Single-word keywords are a no go, unless mentioned in this \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgrants\u002Fanswer\u002F7587473\">\u003Cspan style=\"font-weight: 400\">list\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> or owned brand terms, medical conditions, basic keywords relating directly to supporting a charity etc – but in most cases, it’s best to avoid these to prevent your account from being flagged with Google or account deactivation.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">As quality score and click-through-rate are huge factors within grant accounts, it’s important to use sensible keyword match types, for example broad-match-modified, phrase-match or exact-match. By using one of these \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">(or all)\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> you’re refining the searches that Google allows your ad to show for, and the more controlled\u002Frelevant your search queries are, the higher the quality score and click-through-rate (which remember, needs to be at least 5% at account-level).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">So with that in mind it’s best to avoid using broad-match as this match type allows for Google to pair up broadly related search queries with your keywords, which often results in wasted spend, poor quality score and low click-through-rate \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">(which no one wants)\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Linking in with the above, it’s important to monitor your search queries as often as possible so that you can keep on top of adding any irrelevant searches as negative keywords, to ensure only relevant traffic is coming through your campaigns.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"structure\">\u003Cstrong>STRUCTURE\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Campaign structure is important in any account, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">but why more so for a grant account?\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Unlike any usual ad account, an ad grant account will be deactivated upon failure to comply with key requirements, so to ensure this doesn’t happen there are a number of things to implement from the get go and keep on top of.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>Campaigns, Ad Groups and Keywords\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">As quality score and CTR are both key requirements for a grant account, each campaign needs to follow a clear structure of \u003C\u002Fspan>\u003Cstrong>at least\u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400\"> two active ad groups \u003C\u002Fspan>\u003Cstrong>\u003Ci>(each ad group containing at least 3 active ads)\u003C\u002Fi>\u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400\">, all grouped tightly with closely related keywords. In the same way as keywords, closely related ad groups should be grouped under different campaigns. Failure to do so will result in warnings from Google or account deactivation if unresolved \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">(as you can probably tell this applies for all key requirements).\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">By doing the above, you’ll also be able to effectively tailor your ad copy for each ad group ensuring that you’re giving your quality scores the best chance. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400\">Remember to keep your ad copy mission-focused and link to a highly relevant page (mention of the keywords is recommended).\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>Location Targeting\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Each campaign must also have granular geographic-targeting implemented, making certain that ads are only shown to users who will find the non-profit’s offering useful – if suitable to your mission, ads can be shown UK wide.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>Ad Extensions\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">To further increase the CTR and quality score, it should be a priority to implement, not only sitelinks but also callouts (as a starting point) across each campaign. \u003C\u002Fspan>\u003Cstrong>At least two (active) of each is a requirement\u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400\">, but the more extensions you implement across each campaign the better.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>What are sitelinks?\u003C\u002Fi>\u003C\u002Fstrong> \u003Cspan style=\"font-weight: 400\">Sitelinks are additional links underneath your ads which allow users to click directly through to specific pages of your site.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>\u003Ci>What are callouts?\u003C\u002Fi>\u003C\u002Fstrong> \u003Cspan style=\"font-weight: 400\">Callout extensions allow you to include additional information in your ad about your business or its products and services. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400\">And finally\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">, grant accounts must use conversion-based smart bidding (only applicable to accounts created on or after April 2019). The bidding strategies available to ad grants are maximise conversions, target ROAs and target CPA. By using one of these, you’re also able to bypass the $2 maximum bid limitations.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Do you have any tips and tricks of your own? How do you maintain key requirements in your grants account? Let us know in the comments. Or, get in touch with our PPC team \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">here\u003C\u002Fa> to find out how we can help maximise results for your ad grant account.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,{"rendered":103,"protected":160},58,7939,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":160,"footnotes":5},[168],40,[],[171],126,[173,101,174,175,176,177,178,179],"post-4541","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[183,184,187,188],{"path":135,"name":136},{"path":185,"name":186},"\u002Fblog\u002F","Blog",{"path":110,"name":33},{"path":144,"name":102},"Firstly, what is an Ad Grant account? A Google Ad Grant account is a gift of $10,000 a month from Google themselves – only available to charities and not-for-profit organisations.  If you’re keen on getting an ad grant account, you’ll need to apply for Google for Nonprofits and meet eligibility guidelines before becoming approved, and […]",{"thumbnail":191,"medium":193,"medium_large":195,"large":197,"1536x1536":201,"2048x2048":203,"post-thumbnail":205,"12_col":207,"default_landscape":209,"default_portrait":211,"6_col_and_margin_short":213,"11_col_and_margin":215,"9_col_rectangle":217,"11_col":219,"staff_image_696_600":221,"rectangular_thumbnail":223},{"url":107,"width":192,"height":192},640,{"url":194,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":196,"width":61,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":198,"width":199,"height":200},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":202,"width":67,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":204,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":206,"width":73,"height":74},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":208,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":210,"width":79,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":212,"width":53,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":214,"width":73,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":216,"width":83,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":218,"width":85,"height":86},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":220,"width":88,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":222,"width":52,"height":53},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":224,"width":91,"height":92},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO58rhlhL-050720211625509320_pawel-czerwinski-759725-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[],"Article",[228],{"id":168,"name":33,"path":110},"How 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By ignoring these attitudes and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insights which come for free.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Jokingly, Sophie makes a Spice Girls reference in telling us that \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“consumers don’t tell marketers what they want, but they do tell google what they want, what they really really want”. \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">But it’s completely true, users treat Google as a confessional box, inputting some of their deepest darkest thoughts, giving us, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">the marketers, \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">so much valuable insight on what goes on in a users mind when they turn to Google for a solution.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\n\u003Ch4 id=\"google-searches-are-the-most-important-dataset-ever-collected-on-the-human-psyche\">\u003Cstrong>\u003Ci>“Google searches are the most important dataset ever collected on the human psyche”\u003C\u002Fi>\u003C\u002Fstrong>\u003C\u002Fh4>\n\u003C\u002Fblockquote>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">She makes the point on how long-tail searches are grossly undervalued, and how there is a huge amount of potential when looking into these deeper through different methods of keyword research.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Traditionally, keyword research has been performed to better understand what phrases searchers are using to find content. And as marketers, the Google data set that we can access is huge, with users talking to Google as though talking to a friend, we can delve into a huge amount of data, discovering users personalities and needs, with \u003C\u002Fspan>\u003Cb>\u003Ci>zero \u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">research bias.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie then goes on to get the audience to think of all of the things we’ve told Google in the past? Would you share these thoughts with your close friends, family, or partner?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">We really do turn to Google for absolutely anything, and in most cases users will act as though they are directly talking to the search engine – sharing their deepest secrets, catastrophic life events or even desperately trying to resolve a kitchen nightmare.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">She then begins to share more insight around Answer The Public and what their tool actually does for marketers. But essentially, it’s a clever insight tool that combines the suggested searches from Bing and Google and extracts them in to a “\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">keyword wheel”\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">, doing the job of auto complete suggestions for you.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 style=\"text-align: center\" style=\"text-align: center\" id=\"search-listening-tip-use-spaces-within-google-autosuggest-as-wildcards-to-uncover-rich-attitudinal-and-behavioural-insights\">\u003Cb>\u003Ci>Search listening tip – use spaces within Google autosuggest as wildcards to uncover rich attitudinal and behavioural insights.\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">S\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400\">ophie then goes into search listening a little deeper, and how you can use it to explore tribalism in your audiences world. She then uses the example of looking into searches for queries around \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“dresses like” \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">and how by doing this, you could get valuable insight on key personalities that are influencing particular products, e.g \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">“dresses like Megan Markle’s”. \u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\">This would also be extremely useful for looking into your competitor sets.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Using another example around hairstyles, you can start to understand who the influencers are in the social world, e.g “hairstyles like Kris Jenner’s”. Allowing you to gain insight on what real women in the world want, and what they are telling Google.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re working with a new client or a business that doesn’t have any personas to work with, this is a great starting point. You can look at users, and how they relate themselves to your products and why they are looking for them, building personas from this.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">By doing this, you can uncover labels, both literal and inferred, that your audience gives itself and then focus on these.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sophie then explains, that you can really get a snapshot in time by using search listening, and understand the most pertinent questions and sentiment around important topics being searched for recently – societal or commercial.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">To be a better marketer, you need to understand your audience, and to do this, you need to understand their intent and what they need. If not, they’ll only go to a competitor who better understands them and relates to their needs a lot more.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">At the end of the day, as marketers, we are the gatekeepers to a massive source of insight, so we need to really think about how we can make use of this search data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">To summarise, Sophie shares the key learnings from today’s talk:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Think about the entire purchase journey\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Make use of wildcards and look out for tribalism\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Look at searches to understand the most influential brands and personalities\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cem>\u003Cspan style=\"font-weight: 400\">Understand shifts in audience sentiment by comparing search content over time\u003C\u002Fspan>\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":113,"protected":160},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":160,"footnotes":5},[168],[474],{"id":475,"name":476,"path":477},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[171],[480,101,174,175,176,178,179,481],"post-4501","collections-search-leeds",[],[],[485,486,487,488],{"path":135,"name":136},{"path":185,"name":186},{"path":110,"name":33},{"path":144,"name":112},"Sophie is talking about how and why we should be using Google data, way beyond traditional keyword research. Sophie is the Director of answerthepublic.com, a search query data visualisation tool, which maps out keyword predictions that you see when users make a Google search, allowing us to start answering our public\u002Faudience a lot better. She […]",{"thumbnail":491,"medium":492,"medium_large":493,"large":494,"1536x1536":495,"2048x2048":496,"post-thumbnail":497,"12_col":498,"default_landscape":499,"default_portrait":500,"6_col_and_margin_short":501,"11_col_and_margin":502,"9_col_rectangle":503,"11_col":504,"staff_image_696_600":505,"rectangular_thumbnail":506},{"url":160,"width":192,"height":192},{"url":160,"width":58,"height":58},{"url":160,"width":61,"height":23},{"url":160,"width":199,"height":200},{"url":160,"width":67,"height":67},{"url":160,"width":70,"height":70},{"url":160,"width":73,"height":74},{"url":160,"width":76,"height":77},{"url":160,"width":79,"height":53},{"url":160,"width":53,"height":79},{"url":160,"width":73,"height":77},{"url":160,"width":83,"height":77},{"url":160,"width":85,"height":86},{"url":160,"width":88,"height":77},{"url":160,"width":52,"height":53},{"url":160,"width":91,"height":92},[],[509],{"id":168,"name":33,"path":110},"Search Leeds: Sophie Coley - Search Listening: How and why we should be using Google data way beyond traditional keyword research - Impression",[512,513,514,516,517,518,519,520,521,522,523,525,527,529,531,533,534,535,536,537],{"property":232,"content":510},{"name":234,"content":235},{"property":148,"content":515},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-sophie-coley-search-listening-how-and-why-we-should-be-using-google-data-way-beyond-traditional-keyword-research\u002F",{"name":239,"content":240},{"property":242,"content":243},{"property":245,"content":510},{"property":247,"content":489},{"property":249,"content":515},{"property":251,"content":252},{"property":254,"content":255},{"property":257,"content":524},"2019-06-21T12:07:19+00:00",{"property":260,"content":526},"2022-02-07T16:48:22+00:00",{"property":263,"content":528},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":266,"content":530},1200,{"property":269,"content":532},630,{"property":272,"content":273},{"property":130,"content":4},{"property":276,"content":277},{"property":279,"content":280},{"property":282,"content":280},{"@context":284,"@graph":539},[540,548,552,558,562,580],{"@type":226,"@id":541,"isPartOf":542,"author":543,"headline":112,"datePublished":524,"dateModified":526,"mainEntityOfPage":544,"wordCount":545,"publisher":546,"articleSection":547,"inLanguage":299},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-sophie-coley-search-listening-how-and-why-we-should-be-using-google-data-way-beyond-traditional-keyword-research\u002F#article",{"@id":515},{"name":4,"@id":290},{"@id":515},811,{"@id":294},[33],{"@type":307,"@id":515,"url":515,"name":510,"isPartOf":549,"datePublished":524,"dateModified":526,"breadcrumb":550,"inLanguage":314},{"@id":309},{"@id":551},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-sophie-coley-search-listening-how-and-why-we-should-be-using-google-data-way-beyond-traditional-keyword-research\u002F#breadcrumb",{"@type":318,"@id":551,"itemListElement":553},[554,555,556,557],{"@type":321,"position":322,"name":136,"item":323},{"@type":321,"position":325,"name":186,"item":326},{"@type":321,"position":328,"name":33,"item":329},{"@type":321,"position":116,"name":112},{"@type":332,"@id":309,"url":323,"name":252,"description":5,"publisher":559,"inLanguage":299,"potentialAction":560},{"@id":334},{"@type":336,"target":561,"query-input":340},{"@type":338,"urlTemplate":339},{"@type":342,"@id":334,"name":252,"url":323,"logo":563,"image":348,"sameAs":564,"@context":353,"email":354,"foundingDate":355,"legalName":356,"vatID":357,"description":358,"telephone":359,"address":565,"location":566,"areaServed":576},{"@type":316,"inLanguage":299,"@id":344,"url":345,"contentUrl":345,"width":346,"height":347,"caption":252},[350,351,352],{"@type":361,"streetAddress":362,"addressLocality":363,"addressRegion":364,"postalCode":365,"addressCountry":366},[567,570,573],{"@type":369,"name":370,"geo":568,"address":569,"photo":348,"telephone":376},{"@type":372,"latitude":373,"longitude":374},{"@type":361,"streetAddress":362,"addressLocality":363,"addressRegion":364,"postalCode":365,"addressCountry":366},{"@type":369,"name":378,"geo":571,"address":572,"photo":387,"telephone":388},{"@type":372,"latitude":380,"longitude":381},{"@type":361,"streetAddress":383,"addressLocality":384,"addressRegion":385,"postalCode":386,"addressCountry":366},{"@type":369,"name":390,"geo":574,"address":575},{"@type":372,"latitude":392,"longitude":393},{"@type":361,"streetAddress":395,"addressLocality":396,"addressRegion":397,"postalCode":398,"addressCountry":399},[577,578,579],{"@type":402,"name":403},{"@type":402,"name":405},{"@type":402,"name":399},{"@type":408,"@id":409,"name":4,"image":581,"description":6,"url":149},{"@type":316,"inLanguage":299,"@id":411,"url":8,"contentUrl":8,"caption":4},{"self":583,"collection":588,"about":590,"author":592,"replies":594,"version-history":597,"predecessor-version":600,"wp:attachment":604,"wp:term":607,"curies":614},[584],{"href":585,"targetHints":586},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4501",{"allow":587},[418,419,420,421,422],[589],{"href":425},[591],{"href":428},[593],{"embeddable":96,"href":431},[595],{"embeddable":96,"href":596},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4501",[598],{"count":322,"href":599},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4501\u002Frevisions",[601],{"id":602,"href":603},10220,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4501\u002Frevisions\u002F10220",[605],{"href":606},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4501",[608,610,612],{"taxonomy":450,"embeddable":96,"href":609},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4501",{"taxonomy":453,"embeddable":96,"href":611},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4501",{"taxonomy":130,"embeddable":96,"href":613},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4501",[615],{"name":459,"href":460,"templated":96},{"id":617,"date":618,"date_gmt":618,"guid":619,"modified":123,"modified_gmt":123,"slug":621,"status":19,"type":101,"link":122,"title":622,"content":623,"excerpt":625,"author":162,"featured_media":626,"comment_status":164,"ping_status":20,"sticky":160,"template":5,"format":165,"meta":627,"categories":629,"collections":630,"coauthors":631,"class_list":632,"acf":634,"head_links":635,"breadcrumbs":636,"url_path":122,"search_description":641,"featured_image_urls":642,"authors":674,"type_nicename":226,"reading_minutes":124,"category":675,"yoast_title":628,"yoast_meta":677,"yoast_json_ld":702,"_links":755},4271,"2019-01-25T11:48:29",{"rendered":620},"https:\u002F\u002Fimpression.test\u002Fblog\u002Ftop-tips-successful-search-campaign\u002F","top-tips-successful-search-campaign",{"rendered":120},{"rendered":624,"protected":160},"\n\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Want to create a successful Search campaign, but not sure how? Here are some top tips that are sure to help.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keyword-research\">\u003Cb>Keyword Research\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Although you may think you know your business and what your customers tend to search for, do not rely on your instincts when it comes to keyword selection, always do your research!\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Initial research plays a huge role in determining the best keywords\u002Fphrases to drive relevant traffic to your website. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">By doing this, you’ll know from the get go whether or not the terms you’re planning to bid on have search volume, and you’ll be able to identify additional keywords relevant to your product\u002Fservices.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Within your Google Ads account, you’ll have access to a Keyword Planning tool (\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">where you’ll find potential keywords, expected cost-per-clicks and search volumes\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">) but if not, there are a range of other \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-research-tips-for-seo\u002F\">keyword research\u003C\u002Fa> tools available online.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"efficient-campaign-structure\">\u003Cb>Efficient Campaign Structure\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Why is account structure so important?\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> Firstly for your own sanity, you don’t want to get lost in the mess! But by having a clear structure, you’ll be able to efficiently manage different KPIs, budgets and campaign groups without a problem.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Unless your account is very large, you’ll typically only have a few campaigns, all separated for a purpose, e.g by goal (leads, website traffic, sales), by product\u002Fservice, or even by location.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Under each campaign, you’ll need a set of ad groups, and using your keyword research, group relevant keywords together to form these ad groups.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, if you sell shoes, you’d typically want to group all shoe types together under a single campaign named ‘Shoes’ but you’d create ad groups within this campaign e.g ‘Ladies Shoes’, ‘Men’s Shoes’ etc. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Simple right?\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fcampaign-structure-guide-ad-group-level1.png\" alt=\"\" class=\"wp-image-13357\" width=\"726\" height=\"435\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ad-copy\">\u003Cb>Ad Copy\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When it comes to nailing your ad copy it’s important to think from the perspective of your customers, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">what would make you click on an ad?\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As standard practice, try to use the keywords within \u003C\u002Fspan>\u003Cb>headline one\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> to keep the ad copy relevant to what the user is searching for, and by doing this you’ll also be boosting your quality score so it’s a win win! (\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Don’t forget to send users to a relevant and easy to navigate landing page if you want an even better quality score)\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Another important step when it comes to writing effective ad copy is split testing\u003C\u002Fspan> \u003Cspan style=\"font-weight: 400;\">multiple variations, by trialling different messaging in each ad.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Over-time, you’ll have enough data to identify the highest performing ads and you’ll be able to create new ads combining the best elements to split test even further!\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Finally, always include a call-to-action, as it’s the perfect chance to motivate your audience to take real steps towards becoming a customer or client.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ad-extensions\">\u003Cb>Ad Extensions\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Not only do ad extensions ensure a higher click-through rate, as they make your ads more prominent, but they also provide additional information making the ad even more relevant for the user.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As standard you want to be using at least four ad extensions per campaign, here are some examples to get you started;\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">At least four sitelinks (directing users to different pages on your site)\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">As many call-outs as possible, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">the more the better!\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Structured snippets (if relevant)\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Call extensions (your business phone number)\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Location extension (where your business is located)\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Additionally, ad extensions are a component of your Ad Rank so by adding in relevant extensions, you’ll not only be improving your overall rank, but you’ll be able to win a higher ad position at a lower cost-per-click by bulking up your ads with \u003C\u002Fspan>\u003Cb>\u003Ci>relevant\u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> extensions.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-bid-adjustments\">\u003Cb>Adding Bid Adjustments\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You have probably been managing bids at either ad group\u002Fkeyword level, but with bid adjustments you can set bids based on a number of other factors, including;\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Location \u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Demographics\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Device\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Hour of the day\u002Ftime of week\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once you have a significant amount of data, you’ll be able to review performance and add in the necessary bid adjustments. \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, you notice mobile users are gaining more conversions at a lower cost-per-acquisition, so using this data you could set an increased bid adjustment as mobile users are more likely to convert.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Alternatively, if you noticed that on Sunday evenings your campaigns were spending a lot but not converting, you could add a negative bid adjustment to decrease bids at this time to reduce wasted spend.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cb>\u003Ci>Keep in mind when using multiple bid adjustments, that these will be multiplied against each other!  \u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Meaning if you had a maximum CPC at ad group level of £1, but added a location bid adjustment for Nottingham at 20% and had a mobile bid adjustment of 10% your max. CPC would be £1.30.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you are interested in learning more about bid adjustments and the benefits take a look \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2732132?hl=en-GB\">\u003Cspan style=\"font-weight: 400;\">here.\u003C\u002Fspan>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"automated-bidding-rules\">\u003Cb>Automated Bidding Rules\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You may or may not of heard about automated bidding rules but they are a true life saver! \u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">By setting up automated rules\u003C\u002Fspan> \u003Cspan style=\"font-weight: 400;\">you can automatically make changes to keyword bids, campaigns, ads, budgets and more, based on specific requirements (that you choose) – which really takes off the heavy lifting and allows you to focus on the fun stuff.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, if you were worried about your ads falling below the first half of the page, you could set up a rule to increase your bid whenever it’s below a position 3 – \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">(to set up these rules, look under ‘Tools’  in the top right corner of your account)\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Using rules will help you save time, monitoring the campaigns for you and making frequent changes, but don’t forget to check in on performance regularly. \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Don’t completely rely on your rules!\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"regular-optimisation\">\u003Cb>Regular Optimisation\u003C\u002Fb>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">One final tip I have for you is regular account optimisation – you could have automated rules set up, amazing ad copy and structure but you still need to frequently check in on your account, make manual changes and ensure nothing is going terribly wrong!\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A few key areas you should be keeping an eye on are;\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cb>Budgets\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – you need to ensure you’re not overspending\u002Funderspending so monitor budgets regularly.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cb>Keywords\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – look out for higher spending keywords that may not be contributing positively to the account and lower bids where needed, \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">or\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> increase bids on lower spending keywords which are converting well.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cb>Review your search queries\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – always keep on top of your search queries and build up on your negative keyword lists to block out irrelevant queries which could be resulting in wasted spend and alternatively, there will be converting queries that you can add into your campaigns.\u003C\u002Fspan>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cb>Monitor your KPIS\u002FGoals\u003C\u002Fb> – to make sure your KPIs are moving in the right direction, look out for a high cost-per-acquisition so you can act on it quickly to reduce, \u003Ci>or\u003C\u002Fi> make sure your return-on-ad-spend is still profitable for you.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cb>\u003Ci>Hopefully these top tips have helped give you some insight on how to run a successful Search campaign!\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fp>\n",{"rendered":121,"protected":160},8014,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":628,"_yoast_wpseo_metadesc":5,"inline_featured_image":160,"footnotes":5},"Top Tips For A Successful Search Campaign | Impression",[168],[],[171],[633,101,174,175,176,177,178,179],"post-4271",[],[],[637,638,639,640],{"path":135,"name":136},{"path":185,"name":186},{"path":110,"name":33},{"path":144,"name":120},"Want to create a successful Search campaign, but not sure how? Here are some top tips that are sure to help. Keyword Research Although you may think you know your business and what your customers tend to search for, do not rely on your instincts when it comes to keyword selection, always do your research! 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