[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Ftom-craig":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":181,"head_links":184,"breadcrumbs":169,"posts":188,"pages":164,"head":1417},"Tom Craig","","Co-founder of Impression. I oversee the operational side of the business, ensuring we deliver first-class work and impressive results for our clients.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":40,"page_content_modules":96,"hero":165},"\u003Cp>Chief Operations Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I started my career in internal systems development at a global engineering consultancy. This is where I learnt to code in a professional environment, having previously only built websites as a hobby. After four years in this role, I decided to pursue further education and studied at the University of Leeds. My next role was a digital marketing manager for a fast-growth cleantech company in Nottingham. Both the company and my responsibilities grew, and I held the position as Head of Marketing for 3 years, before leaving to co-found Impression. My role has evolved every year at Impression as the agency has grown and we’ve realigned responsibilities along the way, but it’s safe to say that I’ve worked in all areas of the business over the years.\u003C\u002Fp>\n\u003Cp>Day to day, Aaron and Mikey and I work closely to ensure we’re leading the agency forwards within our respective remits; performance, commercial and operations. I work closely with the management team, helping to ensure we’re all aligned in achieving our objectives. Much of my day is spent speaking with the team, where I work to improve systems and processes, and preempt future operational challenges. I really enjoy all aspects of planning and can easily get lost in a complex spreadsheet, but I work hard to ensure I stay in the big picture to provide the team the support they need to do the best job they can.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nIt has to be our baby boy!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nSkiing is number one, but when I can’t do that I enjoy cycling, swimming, playing tennis and squash, listening to music, (occasionally) playing guitar, cooking and seeing friends and family.\u003C\u002Fp>\n","Chief Operations 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Craig’s posts",{"data":102,"pages":164},[103,117,126,135,144,153],{"type_key":104,"title":105,"excerpt":106,"to":107,"postedAt":108,"readingTime":109,"image":110,"authors":111,"category":114},"post","SMX Munich 2018: Liam Wade Announced as Speaker","\u003Cp>Impression’s PPC Manager Liam Wade will be taking the stage at SMX Munich in 2018. The event, which is run across the globe throughout the year, attracts search marketers to learn the latest techniques and gain tips from the best in the industry. Liam will join the likes of Lisa Myers, Greg Gifford and Larry […]\u003C\u002Fp>\n","\u002Fblog\u002Fsmx-munich-2018-liam-wade-announced-speaker\u002F","2022-02-07T16:48:33",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXTnEhLKw-050720211625522611_munich.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[112],{"name":4,"image":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":104,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":5,"authors":123,"category":125},"Women in Tech Nottingham: Chloe Fair Takes the Stage","\u003Cp>Women in Tech is a monthly meetup for technology professionals from across Nottingham to come together, share ideas and learn about one another’s industries. Primarily focused on showcasing the work of women in the technology sector, everyone is welcome to attend the formal presentations and informal networking and pizza that follows. Last night’s Women in […]\u003C\u002Fp>\n","\u002Fblog\u002Fwomen-tech-chloe-fair\u002F","2026-04-22T08:26:20",2,[124],{"name":4,"image":113},{"to":115,"name":116},{"type_key":104,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":109,"image":131,"authors":132,"category":134},"Liam Wade to Speak at PPC Hero Conference","\u003Cp>Our PPC Manager Liam Wade will be speaking at the PPC Hero Conference in October 2017. Liam, who spoke last year too, was so well-received by attendees of the prestigious PPC event that he has been invited back a second time – alongside well known, well established names in the PPC world. Having led the […]\u003C\u002Fp>\n","\u002Fblog\u002Fliam-wade-speak-ppc-hero-conference\u002F","2022-02-07T16:48:38","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fg7AkOghu-050720211625524457_liam-wade-hero-conf-2016-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133],{"name":4,"image":113},{"to":115,"name":116},{"type_key":104,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":122,"image":5,"authors":140,"category":142},"BrightonSEO: Philip Gamble on Technical SEO beyond the initial audit","\u003Cp>Philip from Found discussed how we’re able to continue monitor SEO performance following on from an initial technical on-site audit. Philip started by saying typically clients will make changes, sometimes that we’re unaware of, and these changes typically bring SEO challenges. Philip broke this down into three sections: Examples of performance impact How to identify […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-philip-gamble-technical-seo-beyond-initial-audit\u002F","2022-02-07T16:48:39",[141],{"name":4,"image":113},{"to":143,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":104,"title":145,"excerpt":146,"to":147,"postedAt":139,"readingTime":148,"image":149,"authors":150,"category":152},"Impression shortlisted in UK Biddable Media Awards 2017","\u003Cp>It’s been a crazy few weeks for us here at Impression, with awards shortlists in the RAR awards and European Search Awards, plus the UK Search Awards last year. This week, we’re proud to announce that we’re shortlisted again – this time in the UK Biddable Media Awards. The Biddable Media Awards recognise excellent in […]\u003C\u002Fp>\n","\u002Fblog\u002Fuk-biddable-media-awards-2017\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FO8NUVExC-050720211625524955_uk-biddable-media-awards-impression.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":4,"image":113},{"to":115,"name":116},{"type_key":104,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":148,"image":158,"authors":159,"category":161},"The EU wants to let publishers charge Google: Why this matters for your digital PR","\u003Cp>The European Commission wants to give publishers the power to charge the likes of Google and Facebook for listing links and snippets of their content. If approved, the draft plan to give news sites ‘exclusivity’ over their published content (in a similar way to record labels or broadcasters) would be a bold intervention in the long-running debate […]\u003C\u002Fp>\n","\u002Fblog\u002Feu-google-news\u002F","2022-02-07T16:48:42","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FycY7XrgJ-050720211625526333_EU-proposal-publishers-vs-platforms-Impression-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160],{"name":4,"image":113},{"to":162,"name":163},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR","3",{"type":166,"style":167,"title":168,"heading":4,"intro":10,"services":12,"breadcrumbs":169,"photo":58,"social":181},"author","dark","Meet the Team",[170,173,176,179],{"path":171,"name":172},"\u002F","Home",{"path":174,"name":175},"\u002Fabout\u002F","About Us",{"path":177,"name":178},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":180,"name":4},null,{"twitter":182,"linkedin":183},"https:\u002F\u002Ftwitter.com\u002Fsearchtom","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcraigtom\u002F",[185],{"rel":186,"href":187},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Ftom-craig\u002F",[189,507,676,865,1035,1225],{"id":190,"date":191,"date_gmt":191,"guid":192,"modified":108,"modified_gmt":108,"slug":194,"status":19,"type":104,"link":107,"title":195,"content":196,"excerpt":199,"author":200,"featured_media":201,"comment_status":202,"ping_status":202,"sticky":198,"template":5,"format":203,"meta":204,"categories":205,"collections":207,"coauthors":208,"class_list":210,"acf":218,"head_links":219,"breadcrumbs":220,"url_path":107,"search_description":227,"featured_image_urls":228,"authors":263,"type_nicename":274,"reading_minutes":109,"category":275,"yoast_title":277,"yoast_meta":278,"yoast_json_ld":332,"_links":462},3462,"2017-11-15T08:54:07",{"rendered":193},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fsmx-munich-2018-liam-wade-announced-speaker\u002F","smx-munich-2018-liam-wade-announced-speaker",{"rendered":105},{"rendered":197,"protected":198},"\u003Cp>Impression’s PPC Manager \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fliam-wade\u002F\">Liam Wade\u003C\u002Fa> will be taking the stage at SMX Munich in 2018.\u003C\u002Fp>\n\u003Cp>The event, which is run across the globe throughout the year, attracts search marketers to learn the latest techniques and gain tips from the best in the industry. Liam will join the likes of Lisa Myers, Greg Gifford and Larry Kim on this year’s programme.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2899\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FApsDjpTX-liam-wade-hero-conf-2016-1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"liam wade hero conf 2016 (1)\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>Of course, this isn’t Liam’s first appearance on stage at a prestigious event like this; his session at PPC Hero’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fevents\u002Fheroconf-2017\u002F\">HeroConf\u003C\u002Fa> received much acclaim in 2017, winning the title of ‘Most Actionable Talk’. He also provides tips and advice through presentations around the UK, as well as leading the PPC team here at Impression.\u003C\u002Fp>\n\u003Cp>SMX Munich is a fantastic event and we’re really proud to say one of our own will be part of it. Liam will be focusing his talk on how to get more out of your Google Shopping campaigns.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsmxmuenchen.de\u002Fen\u002Fprogramm\u002F\">Find out more and buy your tickets here.\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fevents\u002F\">You can find out about other events from the Impression team here.\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":106,"protected":198},70,8189,"open","standard",{"inline_featured_image":198,"footnotes":5},[206],44,[],[209],146,[211,104,212,213,214,215,216,217],"post-3462","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-news",[],[],[221,222,225,226],{"path":171,"name":172},{"path":223,"name":224},"\u002Fblog\u002F","Blog",{"path":115,"name":116},{"path":180,"name":105},"Impression’s PPC Manager Liam Wade will be taking the stage at SMX Munich in 2018. The event, which is run across the globe throughout the year, attracts search marketers to learn the latest techniques and gain tips from the best in the industry. 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Primarily focused on showcasing the work of women in the technology sector, everyone is welcome to attend the formal presentations and informal networking and pizza that follows.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3450\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FggGHCpC7-chloe-fair-women-in-tech.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"chloe fair women in tech\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>Last night’s Women in Tech meetup starred our very own \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fchloe-fair\u002F\">Chloe Fair\u003C\u002Fa>, an SEO executive in our team who has achieved some fantastic results for her clients since joining us and who spoke incredibly eloquently about her journey to this point.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3451\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FUqzwKkJn-Screen-Shot-2017-11-03-at-08.24.41.png?auto=compress%2Cformat&q=90\" alt=\"women in tech chloe fair tweets\" width=\"360\" height=\"119\" \u002F>\u003C\u002Fp>\n\u003Cp>During her talk, Chloe described what \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> is more generally, and then explained how an SEO approach could help different members of a company from different teams to please the demanding business owner. She included examples of how the offline marketing manager can use SEO to drive traffic to the site from their offline campaigns and how the web designer can improve the usability of the site.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3452\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWlqgwwXR-Screen-Shot-2017-11-03-at-08.24.26.png?auto=compress%2Cformat&q=90\" alt=\"chloe fair women in tech tweets\" width=\"360\" height=\"99\" \u002F>\u003C\u002Fp>\n\u003Cp>Chloe is one in a series of Impression members to take to the stage in recent months. We’ve run lots of great sessions for businesses here in Nottingham and London over the past few months, either invited to run internal training for businesses, or as part of presentations aimed at a mix of businesses and combined with networking.\u003C\u002Fp>\n\u003Cp>We’ve also been busy on the conference scene, with Brighton SEO, HeroConf and Ecommercial Conference all featuring Impression in recent months.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3453\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSq7q7EWt-Screen-Shot-2017-11-03-at-08.24.13.png?auto=compress%2Cformat&q=90\" alt=\"chloe fair impression wit\" width=\"364\" height=\"116\" \u002F>\u003C\u002Fp>\n\u003Cp>A massive ‘well done’ to Chloe for doing such a fantastic job. If you saw Chloe speak, why not let us know what you thought in the comments below? Or to find out more about SEO and how it can help you and your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today. You can also book us to speak at your event; email \u003Ca rel=\"noreferrer noopener\" href=\"mailto:laura@impression.co.uk\">laura@impression.co.uk\u003C\u002Fa> to find out more.\u003C\u002Fp>\n",{"rendered":119,"protected":198},{"inline_featured_image":198,"footnotes":5},[206],[],[209],[522,104,212,213,214,216,217],"post-3449",[],[],[526,527,528,529],{"path":171,"name":172},{"path":223,"name":224},{"path":115,"name":116},{"path":180,"name":118},"Chloe Fair of multi-award winning digital agency Impression takes the stage at Women in Tech, a Nottingham based meetup for the technology 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rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.found.co.uk\u002Fblog\u002Fauthor\u002Fphilip-gamble\u002F\">Philip from Found\u003C\u002Fa> discussed how we’re able to continue monitor SEO performance following on from an initial technical on-site audit.\u003C\u002Fp>\n\u003Cp>Philip started by saying typically clients will make changes, sometimes that we’re unaware of, and these changes typically bring SEO challenges.\u003C\u002Fp>\n\u003Cp>Philip broke this down into three sections:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Examples of performance impact\u003C\u002Fli>\n\u003Cli>How to identify issues quickly\u003C\u002Fli>\n\u003Cli>How to produce swift resolutions\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Philip’s first example was where a client relaunched their website (without telling the agency), and left the the no-index tag in the robots.txt file. As expected, pages started dropping out of the index, traffic reduced, followed by revenue. The agency asked the developers to remove the no-index tag and then submitted all pages via Google Search Console.\u003C\u002Fp>\n\u003Cp>The key learning from this was to set up methods of picking up these errors before they impact SEO performance. Tips included: monitoring your robots.txt file, monitoring your meta data and tracking keyword performance on a daily basis, with alerts setup for significant changes.\u003C\u002Fp>\n\u003Cp>At Impression we use a suite of tools, but particularly relevant to this situation is OnPage (a crawler) which monitors robots.txt files and alerts us of email changes. We also use STAT which provides daily keyword tracking, with alerts set up for significant keyword changes.\u003C\u002Fp>\n\u003Cp>So, now that we understand the impact these changes can have, how can we work to ensure these don’t happen in the future?\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Demand sign-off from the client, particularly during a relaunch, but also for new pages, URL updates and product categorisation changes\u003C\u002Fli>\n\u003Cli>Ask for access to any development timelines, plans and ticketing systems if possible so you can preempt some changes will be made\u003C\u002Fli>\n\u003Cli>Communicate! Agency \u002F Client communication is key, so ensure you’re setting up regularly update calls\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Philip rang through a few other examples which you’ll be able to view on his slides below.\u003C\u002Fp>\n\u003Cp>A take out from the talk was to work out what you need to be tracking, automate this where possible and set up alerts for changes at appropriate thresholds. Ideas of what you could monitor include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Robots.txt\u003C\u002Fli>\n\u003Cli>Website uptime\u003C\u002Fli>\n\u003Cli>Crawl data (404s etc)\u003C\u002Fli>\n\u003Cli>Page speed\u003C\u002Fli>\n\u003Cli>Indexation\u003C\u002Fli>\n\u003Cli>Content changes\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>For the above you can use third party tools such as STAT, OnPage, Screaming Frog, Pingdom, Google Analytics and Google Search Console.\u003C\u002Fp>\n\u003Cp>Philip finished by saying some setup at the start of a campaign will take some investment, but it’ll be worth it in the long run through time savings and better SEO performance.\u003C\u002Fp>\n",{"rendered":137,"protected":198},{"inline_featured_image":198,"footnotes":5},[109],[878],{"id":879,"name":880,"path":881},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[209],[884,104,212,213,214,216,885,886],"post-3036","category-seo","collections-brighton-seo",[],[],[890,891,892,893],{"path":171,"name":172},{"path":223,"name":224},{"path":143,"name":18},{"path":180,"name":136},"Philip from Found discussed how we’re able to continue monitor SEO performance following on from an initial technical on-site audit. Philip started by saying typically clients will make changes, sometimes that we’re unaware of, and these changes typically bring SEO challenges. 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Fwp\u002Fv2\u002Fcoauthors?post=3036",[1034],{"name":505,"href":506,"templated":99},{"id":1036,"date":1037,"date_gmt":1037,"guid":1038,"modified":139,"modified_gmt":139,"slug":1040,"status":19,"type":104,"link":147,"title":1041,"content":1042,"excerpt":1044,"author":200,"featured_media":1045,"comment_status":202,"ping_status":202,"sticky":198,"template":5,"format":203,"meta":1046,"categories":1047,"collections":1048,"coauthors":1049,"class_list":1050,"acf":1052,"head_links":1053,"breadcrumbs":1054,"url_path":147,"search_description":1059,"featured_image_urls":1060,"authors":1092,"type_nicename":274,"reading_minutes":148,"category":1102,"yoast_title":1104,"yoast_meta":1105,"yoast_json_ld":1132,"_links":1188},3020,"2017-04-05T10:18:54",{"rendered":1039},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fuk-biddable-media-awards-2017\u002F","uk-biddable-media-awards-2017",{"rendered":145},{"rendered":1043,"protected":198},"\u003Cp>It’s been a crazy few weeks for us here at Impression, with awards shortlists in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpression-rar-award\u002F\">RAR awards\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F6234\u002Fimpression-european-search-awards\u002F\">European Search Awards\u003C\u002Fa>, plus the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpression-shortlisted-uk-search-awards\u002F\">UK Search Awards\u003C\u002Fa> last year. This week, we’re proud to announce that we’re shortlisted again – this time in the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.biddablemediaawards.co.uk\u002F2017-shortlist\">UK Biddable Media Awards\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>The Biddable Media Awards recognise excellent in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">paid advertising online\u003C\u002Fa>, covering the full breadth of search and social. We’re really pleased to be shortlisted in the following categories:\u003C\u002Fp>\n\u003Ch3 id=\"best-performance-biddable-agency\">Best performance biddable agency\u003C\u002Fh3>\n\u003Cp>In this category, we were asked to discuss how our team had shown profitable increases for our clients through a broad range of paid channels. Within this, we were able to showcase ecommerce and lead generation examples, proving how the application of budget on a priority basis has led to profitable, sustainable, scalable advertising that delivers exemplary results.\u003C\u002Fp>\n\u003Ch3 id=\"local-campaign-of-the-year\">Local campaign of the year\u003C\u002Fh3>\n\u003Cp>Our campaign for local company KLG has seen their sales grow quickly yet sustainably. By working closely with our client and with our internal web development team, we have created an effective, profitable campaign, utilising innovative techniques to drive landing page relevancy, and scripts to automate daily tasks and open up our time for strategic implementation.\u003C\u002Fp>\n\u003Ch3 id=\"biddable-team-of-the-year\">Biddable team of the year\u003C\u002Fh3>\n\u003Cp>This award recognises the people in the team who deliver our paid advertising campaigns. The team currently includes Liam, Becky, Loz, Jack, Larissa and Helen, all of whom do an amazing job of building profitable campaigns and delivering incredible results. They’re a team of innovators, always seeking the next way to improve and do better, and we’re really proud that they have been recognised in this way.\u003C\u002Fp>\n\u003Ch3 id=\"rising-star-of-biddable-media\">Rising star of biddable media\u003C\u002Fh3>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Flauren-capon\u002F\">Lauren Capon\u003C\u002Fa> (known as Loz in the team) joined via our graduate scheme in 2016. Having completed a placement in SEO (where she did an awesome job), Loz moved into Liam’s PPC team just before Christmas. Her inquisitive mind and head for data have made her an invaluable asset to the team and she’s proven herself incredibly worthy of the accolade of ‘rising star’ in our industry.\u003C\u002Fp>\n\u003Ch2 id=\"what-are-the-uk-biddable-media-awards\">What are the UK Biddable Media Awards?\u003C\u002Fh2>\n\u003Cp>The UK Biddable Media Awards have been created to recognise the skilled practitioners of paid advertising management – including search and social.\u003C\u002Fp>\n\u003Cp>The awards recognise the value contribution of biddable media to marketing campaigns. They follow a real boom in the number of businesses now investing in paid ads, and reflect the changing culture of ‘pay to play’ that we’re seeing, particularly when it comes to social media reach.\u003C\u002Fp>\n\u003Ch2 id=\"impressions-ppc-offering\">Impression’s PPC offering\u003C\u002Fh2>\n\u003Cp>Our PPC team has always been an integral part of our business. Led by Liam since the very early days of our agency, the team has grown, and continues to grow, to deliver campaigns to a wide variety of businesses – including both ecommerce and lead gen.\u003C\u002Fp>\n\u003Cp>What differentiates us from our competitors is our dedication to our data-driven, results-focused approach. We pride ourselves on understanding our clients’ businesses as if they were our own, and being able to use that knowledge to apply budget and set strategies that deliver the most position bottom line impact.\u003C\u002Fp>\n\u003Cp>We’re also very proud of our in house web development team and the cohesion between the devs and PPC that has facilitated so many of our innovations. From the use of scripts to automate delivery of ads based on the weather, to scripts and tools that take the manual work out of daily tasks to free to us for strategic implementations, to the development of dynamic landing pages that improve quality scores and CTRs, we’ve been able to do a lot thanks to that departmental crossover.\u003C\u002Fp>\n\u003Cp>If you’d like to find out more about our PPC offering, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> page or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact us\u003C\u002Fa> today.\u003C\u002Fp>\n\u003Cp>We’ll find out the results of the UK Biddable Media Awards later this year.\u003C\u002Fp>\n",{"rendered":146,"protected":198},8294,{"inline_featured_image":198,"footnotes":5},[206],[],[209],[1051,104,212,213,214,215,216,217],"post-3020",[],[],[1055,1056,1057,1058],{"path":171,"name":172},{"path":223,"name":224},{"path":115,"name":116},{"path":180,"name":145},"Digital agency Impression has been shortlisted for 4 categories in the UK Biddable Media Awards 2017, including Best Performance Biddable 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European Commission wants to give publishers the power to charge the likes of Google and Facebook for listing links and snippets of their content. If approved, the draft plan to give news sites ‘exclusivity’ over their published content (in a similar way to record labels or broadcasters) would be a bold intervention in the long-running debate between the people who tell the news and the people who enable many of us to see it.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"publisher-vs-platform-whats-the-story\">\u003Cstrong>Publisher vs platform – what’s the story?\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>This issue is the latest battle in the ongoing conflict between publishers and platforms. On the one hand you’ve got the likes of The Guardian and The Telegraph, reporting the news and trying, year-after-year, to keep high-quality journalism profitable in the digital world.\u003C\u002Fp>\n\u003Cp>On the other side there are the platforms; Google and Facebook mainly, giving the publishers unrivalled access to millions of visitors through their news listings, displaying and linking to their content but not paying for the privilege.\u003C\u002Fp>\n\u003Cp>The debate’s not a new one and the right solution is far from clear. Publishers might lament the search giants’ actions, but they also rely on them for significant amounts of their web traffic and, as such, would be loathe to take them on directly. Collectively neither side could live without the other, but a single publisher taking a stand at the moment would undoubtedly take an unsustainable hit to its web traffic.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“The sustainability of publishing industries in the EU may be at stake, with the risk of further negative consequences on media pluralism, democratic debate and quality of information. As online giants such as Facebook and Google have continued to generate growing advertising revenues, the EC [European Commission] has faced increasing pressure to level the playing field for those who create and invest in original content.”\u003Cbr \u002F>\nThe European Commission\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"can-a-new-law-solve-the-issue\">\u003Cstrong>Can a new law solve the issue?\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>That’s less than clear. Some have tried and failed already – first Spain, then Germany and Belgium all introduced legislation to redress this perceived imbalance. The result each time was a sharp drop in traffic to publisher sites followed by a backtrack. And all the while, Google and Facebook continue to grow in influence, both in their online reach and in cash terms through online advertising spends or changing publisher fortunes.\u003C\u002Fp>\n\u003Cp>A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2016\u002Faug\u002F24\u002Ffacebook-uk-news-industry-newspapers-social-media?\">recent report\u003C\u002Fa> in The Guardian recently forecast that Facebook would take £450m of revenue away from the news industry over the next decade. Perhaps our current trajectory is unstoppable and news sites just need to get used to the new normal – or perhaps there is another way.\u003C\u002Fp>\n\u003Cp>The European Commission’s EU-wide approach could settle the question of ownership, but it remains to be seen whether this draft proposal (due to be published in September) makes it into law and how or if the platforms will respond if it does.\u003C\u002Fp>\n\u003Cp>Under the proposals publishers could ‘opt out’ of charging platforms, and it remains to be seen how many would hold their nerve in the face of falling traffic should Google choose to respond by delisting participating websites. Alternatively, Google could just simply shut down its Google News service in response – a move guaranteed  to shake up publishers’ search traffic and site visibility significantly.\u003C\u002Fp>\n\u003Ch2 id=\"why-this-matters-to-your-digital-pr-strategy\">\u003Cstrong>Why this matters to your digital PR strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>It matters to anyone involved in telling the news. A big part of any successful digital PR team’s job is to understand what motivates the journalists and publishers they’re pitching to in order to achieve the best possible results for their clients. Keeping up with this changing tug-of-war is vital; take Facebook’s preference for moving images and news sites’ subsequent rush to video content for example.\u003C\u002Fp>\n\u003Cp>We’ll be watching the debate closely once the report’s published next month and then discussed for months afterwards. The outcome – whatever that will look like – could set the tone of online news publishing for years to come.\u003C\u002Fp>\n",{"rendered":155,"protected":198},8340,{"inline_featured_image":198,"footnotes":5},[1238],45,[],[209],[1242,104,212,213,214,215,216,1243],"post-2767","category-digital-pr",[],[],[1247,1248,1249,1250],{"path":171,"name":172},{"path":223,"name":224},{"path":162,"name":163},{"path":180,"name":154},"The European Commission wants to give publishers the power to charge the likes of Google and Facebook for listing links and snippets of their content. If approved, the draft plan to give news sites ‘exclusivity’ over their published content (in a similar way to record labels or broadcasters) would be a bold intervention in the long-running debate 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