[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":356,"breadcrumbs":357,"reading_minutes":170,"category":366,"head":368},"2024-03-14T12:20:39",{"rendered":6},"\n\u003Cp>It’s a familiar situation for many marketers – we’ve set up our campaigns, they’re running efficiently, we’re happy and our stakeholders are happy but soon enough we’re all thinking what else can we do? How can we improve performance even further? \u003C\u002Fp>\n\n\n\n\u003Cp>The first thought for most is: to increase spend to increase revenue. However, this is where we may experience diminishing returns. The law of diminishing returns states that after a certain point each additional unit of input results in a smaller increase in output. This is often the case in advertising – as spend increases, we expect to see revenue increase at the same rate, however, once we hit a certain spend level we will see revenue growth slow. Therefore, increasing spend may result in paying more per click without those clicks translating into conversions or increased revenue.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-does-this-relate-to-google-ads\">\u003Cstrong>How does this relate to Google Ads? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa>’ job is to hit the targets we as advertisers set. Whether it’s a target ROAS, target CPA or to drive as much traffic as possible through a maximise clicks bid strategy. Users and search terms that are most likely to hit those targets are prioritised which is why we often see high ROAS or low CPA when budgets are low. Once we’ve picked the low-hanging fruit, the audience pool expands to lower-intent users and more expensive audiences which is why, incrementally, we see each pound return less revenue. This is where we need to get more creative with reaching relevant audiences and hitting targets. Unfortunately, simply doubling the budget rarely means doubling the revenue, particularly if no changes are made to the campaign.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-we-find-the-sweet-spot\">\u003Cstrong>How do we find the sweet spot?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, how do we find the ‘Goldilocks zone’ regarding diminishing returns? The answer is through testing and experiments. Google allows us to set up experiments, analyse performance and implement what works. By running tests and experiments we can identify new customers through optimise messaging through ad copy tests and improve budget efficiency by reaching the most relevant search terms through keyword experiments. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-copy-tests\">\u003Cstrong>Ad copy tests\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Most brands have a particular tone of voice that is specific to them and their audience, however, is your ad copy alienating or discouraging some people from clicking? Is your promotional discount enticing enough? Does your CTA lack direction? One way we can find out, and grow the pool of potential converters is by testing different styles of ad copy. Below are some ideas of how a monthly subscription service could test copy to uncover which is most likely to drive clicks & conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>For example:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Save 25%\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">One Week Free\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Discover More\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Shop Now\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Valentine’s Delivery Available\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Order By 10th February\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keyword-experiments\">\u003Cstrong>Keyword experiments\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the best ways to grow an account is through broad match (BM) keyword testing. Historically, BM keywords were considered a little risky with the potential to spend lots of budget on largely irrelevant search terms, however, Google has improved its ability to utilise audience signals for more efficient targeting and Broad Match keywords have become more important for campaign growth. \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Choose a campaign that performs well and has sufficient data – the more conversions the better. Steer clear of branded campaigns to start with and go for product type instead,\u003C\u002Fli>\n\n\n\n\u003Cli>Carry out an in-depth SQR – identify any themes or specific keywords to add to a negative keyword list,\u003C\u002Fli>\n\n\n\n\u003Cli>Identify what you want the campaign to achieve i.e. low CPCs & increased conversions,\u003C\u002Fli>\n\n\n\n\u003Cli>Set up your BM experiment through Google Ads experiments, splitting the budget 50:50 between the control campaign and the test,\u003C\u002Fli>\n\n\n\n\u003Cli>Regularly review the experiment paying particular attention to budget pacing, search terms and CvR,\u003C\u002Fli>\n\n\n\n\u003Cli>Once Google has deemed the experiment data as statistically significant, review the campaign performance.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If the campaign has performed well and you are successfully reaching in-market users through new search terms, you can choose to ‘apply’ the experiment, in which case the BM campaign will be a fixture in the account. You could also choose to go a little more granular and pick out the top-performing BM keywords and add these to an existing campaign. If the experiment didn’t have the desired outcome then that is also valuable learning that can be used to set up another experiment, perhaps testing BM keywords on another campaign type.\u003C\u002Fp>\n\n\n\n\u003Cp>Once experiments have been run and results analysed it’s not long before ad fatigue sets in and refreshes and updates are needed. Adopting a test-and-learn strategy is important but being able to continue the cycle is essential. Consistency with a testing roadmap will ensure the growth and efficiency of campaigns, limiting the impacts of diminishing returns and avoiding stagnation of ads.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],40,[],[13],250,[15,16,17,18,19,20,21,22],"post-27543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":166},[25,112],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"How to overcome diminishing returns with ad & keyword testing in Paid Search",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},136,"\u002Fabout\u002Four-team\u002Fgina-wright\u002F","Gina Wright","SeniorPaid Media Strategist","I'm a Senior Paid Media Strategist at Impression. I started out studying fashion at University and worked in the clothing industry for a while before making the switch to advertising where I've been for the past 5 years. I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":57},"\u003Cp>Senior Paid Media Strategist. Joined Impression in October 2022.\u003C\u002Fp>\n\u003Cp>I studied fashion at University and worked in the clothing industry for a while before making the switch to advertising where I’ve been for the past 5 years. I have experience in programmatic, print and paid search across a variety of clients from finance & fragrance to appliances & activewear.\u003C\u002Fp>\n\u003Cp>At Impression I work on a variety of accounts ensuring they are running smoothly day-to-day, speaking to clients and developing strategies to improve performance.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI make really good Yorkshire puddings!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I like walking with my dog, Stella, going to a cosy pub & trawling charity shops and car boot sales for a bargain!\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},169,"98","2020-12-17 10:02:30","","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":58,"id":58,"title":59,"filename":60,"filesize":51,"url":61,"link":62,"alt":45,"author":63,"description":45,"caption":45,"name":64,"status":65,"uploaded_to":51,"date":66,"modified":66,"menu_order":51,"mime_type":67,"type":68,"subtype":69,"icon":70,"width":71,"height":72,"sizes":73},20451,"Gina-Wright","Gina-Wright.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&q=90","\u002Fgina-wright\u002F","12","gina-wright","inherit","2022-12-08 17:30:41","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":74,"thumbnail-width":75,"thumbnail-height":75,"medium":76,"medium-width":77,"medium-height":78,"medium_large":79,"medium_large-width":80,"medium_large-height":81,"large":82,"large-width":83,"large-height":84,"1536x1536":85,"1536x1536-width":86,"1536x1536-height":87,"2048x2048":88,"2048x2048-width":89,"2048x2048-height":90,"post-thumbnail":91,"post-thumbnail-width":92,"post-thumbnail-height":93,"12_col":94,"12_col-width":95,"12_col-height":96,"default_landscape":97,"default_landscape-width":98,"default_landscape-height":72,"default_portrait":99,"default_portrait-width":72,"default_portrait-height":98,"6_col_and_margin_short":100,"6_col_and_margin_short-width":92,"6_col_and_margin_short-height":96,"11_col_and_margin":101,"11_col_and_margin-width":102,"11_col_and_margin-height":96,"9_col_rectangle":103,"9_col_rectangle-width":104,"9_col_rectangle-height":105,"11_col":106,"11_col-width":107,"11_col-height":96,"staff_image_696_600":108,"staff_image_696_600-width":71,"staff_image_696_600-height":72,"rectangular_thumbnail":109,"rectangular_thumbnail-width":110,"rectangular_thumbnail-height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":113,"reduced":27,"top_overlap":114,"bottom_underlap":114,"disable_observer":-1,"heading":115,"cta_text":116,"cta_link":117,"items":118},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[119,135,153],{"type_key":16,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":132},"What’s new in Paid Media: October 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Google Performance Max finally adds channel prioritisation Kicking things off with a major update for PPC, Google has rolled out channel prioritisation and budget caps for Performance Max […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-october-2026-industry-updates\u002F","2026-11-11T17:31:28",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F11\u002Fmash-Nu3qsoEHyL4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127,130],{"name":128,"image":129},"Edward Jolliffe","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":131,"image":129},"Jennifer Shin",{"to":133,"name":134},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":152},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143,146,149],{"name":144,"image":145},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":147,"image":148},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":150,"image":151},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":134},{"type_key":16,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":124,"image":158,"authors":159,"category":165},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160,162],{"name":161,"image":129},"Joe Turnbull",{"name":163,"image":164},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":134},{"type":167,"style":168,"heading":28,"date":4,"updatedAt":169,"reading_minutes":170,"image":171,"imageAlt":28,"categories":172,"collections":355},"blog-post","light","2024-03-20T10:20:31",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C77%2C2400%2C1522&w=1860",[173],{"id":10,"count":174,"description":175,"link":133,"name":134,"slug":176,"taxonomy":177,"parent":51,"meta":178,"acf":179,"head_links":180,"resource_count":181,"yoast_title":182,"yoast_meta":183,"yoast_json_ld":228,"_links":327,"path":133},273,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[184,186,189,192,195,198,201,203,205,207,210,213,216,219,222,225],{"property":185,"content":182},"title",{"property":187,"content":188},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest PPC blogs!",{"name":190,"content":191},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":193,"content":194},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"name":196,"content":197},"og:locale","en_GB",{"property":199,"content":200},"og:type","article",{"property":202,"content":182},"og:title",{"property":204,"content":188},"og:description",{"property":206,"content":194},"og:url",{"property":208,"content":209},"og:site_name","Impression",{"property":211,"content":212},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":214,"content":215},"og:image:width",1200,{"property":217,"content":218},"og:image:height",630,{"property":220,"content":221},"og:image:type","image\u002Fjpeg",{"property":223,"content":224},"twitter:card","summary_large_image",{"property":226,"content":227},"twitter:site","@impressiontalk",{"@context":229,"@graph":230},"https:\u002F\u002Fschema.org",[231,239,249,260],{"@type":232,"@id":233,"url":233,"name":182,"isPartOf":234,"description":188,"breadcrumb":236,"inLanguage":238},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F",{"@id":235},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":237},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fppc\u002F#breadcrumb","en",{"@type":240,"@id":237,"itemListElement":241},"BreadcrumbList",[242,247],{"@type":243,"position":244,"name":245,"item":246},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":243,"position":248,"name":134},2,{"@type":250,"@id":235,"url":246,"name":209,"description":45,"publisher":251,"inLanguage":253,"potentialAction":254},"WebSite",{"@id":252},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":255,"target":256,"query-input":259},"SearchAction",{"@type":257,"urlTemplate":258},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":261,"@id":252,"name":209,"url":246,"logo":262,"image":268,"sameAs":269,"@context":273,"email":274,"foundingDate":275,"legalName":276,"vatID":277,"description":278,"telephone":279,"address":280,"location":287,"areaServed":320},"Organization",{"@type":263,"inLanguage":253,"@id":264,"url":265,"contentUrl":265,"width":266,"height":267,"caption":209},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[270,271,272],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":281,"streetAddress":282,"addressLocality":283,"addressRegion":284,"postalCode":285,"addressCountry":286},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[288,297,309],{"@type":289,"name":290,"geo":291,"address":295,"photo":268,"telephone":296},"Place","Impression Digital - Nottingham",{"@type":292,"latitude":293,"longitude":294},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":281,"streetAddress":282,"addressLocality":283,"addressRegion":284,"postalCode":285,"addressCountry":286},"+44 01158 242 212",{"@type":289,"name":298,"geo":299,"address":302,"photo":307,"telephone":308},"Impression Digital - London",{"@type":292,"latitude":300,"longitude":301},"51.50237208377361","-0.09229841534284115",{"@type":281,"streetAddress":303,"addressLocality":304,"addressRegion":305,"postalCode":306,"addressCountry":286},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":289,"name":310,"geo":311,"address":314},"Impression Digital - New York",{"@type":292,"latitude":312,"longitude":313},"40.726722746949","-74.00527778220652",{"@type":281,"streetAddress":315,"addressLocality":316,"addressRegion":317,"postalCode":318,"addressCountry":319},"160 Varick St","New York","NY","10013","USA",[321,324,326],{"@type":322,"name":323},"Country","Worldwide",{"@type":322,"name":325},"GBR",{"@type":322,"name":319},{"self":328,"collection":334,"about":337,"wp:post_type":340,"curies":351},[329],{"href":330,"targetHints":331},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F40",{"allow":332},[333],"GET",[335],{"href":336},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[338],{"href":339},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[341,343,345,347,349],{"href":342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=40",{"href":344},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=40",{"href":346},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=40",{"href":348},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=40",{"href":350},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=40",[352],{"name":353,"href":354,"templated":27},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[],[],[358,360,362,363],{"path":359,"name":245},"\u002F",{"path":117,"name":361},"Blog",{"path":133,"name":134},{"path":364,"name":365},null,"How to overcome diminishing returns with ad & keyword testing in Paid Search",[367],{"id":10,"name":134,"path":133},{"title":369,"script":370,"meta":441,"link":470},"Overcoming diminishing returns in Paid Search Advertising | Impression",[371],{"type":372,"key":373,"innerHTML":374},"application\u002Fld+json","yoast-json-ld",{"@context":229,"@graph":375},[376,393,401,404,412,416,434],{"@type":377,"@id":378,"isPartOf":379,"author":381,"headline":28,"datePublished":383,"dateModified":384,"mainEntityOfPage":385,"wordCount":386,"publisher":387,"image":389,"thumbnailUrl":391,"articleSection":392,"inLanguage":253},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#article",{"@id":380},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F",{"name":33,"@id":382},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F32ea2191a51c3c9a42a5578ca0dc4dca","2024-03-14T12:20:39+00:00","2024-03-20T10:20:31+00:00",{"@id":380},798,{"@id":388},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":390},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fneom-85ey1vFIwkc-unsplash.jpg?auto=compress%2Cformat&q=90",[134],{"@type":394,"@id":380,"url":380,"name":369,"isPartOf":395,"primaryImageOfPage":396,"image":397,"thumbnailUrl":391,"datePublished":383,"dateModified":384,"description":398,"breadcrumb":399,"inLanguage":238},"WebPage",{"@id":235},{"@id":390},{"@id":390},"Increasing spend may result in paying more per click without those clicks translating into conversions or increased revenue.",{"@id":400},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdiminishing-returns-with-ad-keyword-testing-in-paid-search\u002F#breadcrumb",{"@type":263,"inLanguage":253,"@id":390,"url":391,"contentUrl":391,"width":402,"height":403},2400,1600,{"@type":240,"@id":400,"itemListElement":405},[406,407,409,411],{"@type":243,"position":244,"name":245,"item":246},{"@type":243,"position":248,"name":361,"item":408},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":243,"position":410,"name":134,"item":233},3,{"@type":243,"position":170,"name":28},{"@type":250,"@id":235,"url":246,"name":209,"description":45,"publisher":413,"inLanguage":253,"potentialAction":414},{"@id":252},{"@type":255,"target":415,"query-input":259},{"@type":257,"urlTemplate":258},{"@type":261,"@id":252,"name":209,"url":246,"logo":417,"image":268,"sameAs":418,"@context":273,"email":274,"foundingDate":275,"legalName":276,"vatID":277,"description":278,"telephone":279,"address":419,"location":420,"areaServed":430},{"@type":263,"inLanguage":253,"@id":264,"url":265,"contentUrl":265,"width":266,"height":267,"caption":209},[270,271,272],{"@type":281,"streetAddress":282,"addressLocality":283,"addressRegion":284,"postalCode":285,"addressCountry":286},[421,424,427],{"@type":289,"name":290,"geo":422,"address":423,"photo":268,"telephone":296},{"@type":292,"latitude":293,"longitude":294},{"@type":281,"streetAddress":282,"addressLocality":283,"addressRegion":284,"postalCode":285,"addressCountry":286},{"@type":289,"name":298,"geo":425,"address":426,"photo":307,"telephone":308},{"@type":292,"latitude":300,"longitude":301},{"@type":281,"streetAddress":303,"addressLocality":304,"addressRegion":305,"postalCode":306,"addressCountry":286},{"@type":289,"name":310,"geo":428,"address":429},{"@type":292,"latitude":312,"longitude":313},{"@type":281,"streetAddress":315,"addressLocality":316,"addressRegion":317,"postalCode":318,"addressCountry":319},[431,432,433],{"@type":322,"name":323},{"@type":322,"name":325},{"@type":322,"name":319},{"@type":435,"@id":436,"name":33,"image":437,"description":35,"url":440},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F32ea2191a51c3c9a42a5578ca0dc4dca",{"@type":263,"inLanguage":253,"@id":438,"url":439,"contentUrl":439,"caption":33},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9651de48a900e57c719fb760c0cce7aaf8","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGina-Wright.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fgina-wright\u002F",[442,443,444,445,446,447,448,449,450,453,455,457,459,460,461,462,464,465,467,469],{"name":187,"content":398},{"name":190,"content":191},{"property":196,"content":197},{"property":199,"content":200},{"property":202,"content":369},{"property":204,"content":398},{"property":206,"content":380},{"property":208,"content":209},{"property":451,"content":452},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":454,"content":383},"article:published_time",{"property":456,"content":384},"article:modified_time",{"property":211,"content":458},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fopen-graph-ppc-diminishing-returns-2.png?auto=compress%2Cformat&q=90",{"property":214,"content":215},{"property":217,"content":218},{"property":220,"content":67},{"name":463,"content":33},"author",{"name":223,"content":224},{"name":466,"content":458},"twitter:image",{"name":468,"content":227},"twitter:creator",{"name":226,"content":227},[]]