[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Ffaster-smarter-moving-manual-automated-sem-campaign-management-smx-london-2018":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":346,"breadcrumbs":347,"reading_minutes":133,"category":356,"head":358},"2018-05-23T16:30:46",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">A two-part seminar on automation in paid search; Optmyzer’s Frederick Vallaeys and Adalysis’ Brad Geddes outline the importance of automation in PPC, and how human work can work in tandem and support this rapidly growing aspect of PPC.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Frederick kicked off the session by asking the ever-important question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Why do we need to automate\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">? \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>To keep up with your competitors: \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Automation frees up time to do more strategic work. It allows companies and individuals to scale up and manage more accounts per person, leaving more space for growth.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>To change the rules of AdWords: \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Sometimes, Google drops a big game changer eg. Google now allows campaigns to spend up to double of their daily budget based on past trends; this might be great for the big spenders, but for SME’s with a limited budget, this can be detrimental. Automation can put you back in charge – A simple script can automatically stop any campaigns after they’ve spent what you intended them to, and re-enable them the next day.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For these reasons, we need to embrace automation and learn to work alongside it, as \u003C\u002Fspan>\u003Cb>AI innovations are accelerating – \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">We can’t expect to be given a living for doing something a computer could do, better. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This leads to a second question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">What roles will we play?\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cb>Prevent automation from going wrong.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> There are scripts and tools for monitoring accounts, for example, the anomaly detection script, which allows us to change sensitivities and aspects of the campaign to check. Another example is the broken link checker, which detects 404 errors on landing pages. Our role is to monitor these, making changes ourselves when the account fails to run itself, with help from automated alerts.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli>\u003Cb>Improve results by adding human judgement\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">: An example of this in action is the query management script. This reviews search terms and automatically adds them as targeted keywords if it’s a top performer. However, a search term with fantastic metrics could be added as a keyword, but this includes your competitors brand. The term performs well for the competitor but will perform very differently for your company. \u003C\u002Fspan>\u003Cb>Automation saves time finding opportunities, human judgement prevents blow-ups.\u003C\u002Fb>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"list-style-type: none;\">\u003C\u002Fli>\n\u003Cli>\u003Cb>Train your own Machine Learning model: \u003Cspan style=\"font-weight: 400;\">Improve results by leveraging better data, perhaps even your own data. For example, mixing automated CPA bidding strategies with your own margin data provides Google with more metrics to work with, giving the AI a better chance to succeed. \u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli>\u003Cb>Solve problems a different way\u003Cspan style=\"font-weight: 400;\">: For example, a script that chooses which ad is better might just turn the ad off, based purely on data. But what if the reason it isn’t performing well is that there was an error in it, like an incorrect year or offer in the headline? The reason for underperformance may be a lot more obvious to human eyes.\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003Cli>Decide what to automate:\u003Cspan style=\"font-weight: 400;\"> Things you do often and take a lot of time. Eg. bid management, budget updates, ad testing, how long and how frequent does it take\u002Fdo we do them? Prioritising areas of automation can be very important to your PPC strategy.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"list-style-type: none;\">\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Automate the tasks where steps are well defined: can you write it down as a system? For example, low impression share & low CPA = automated rule to raise bids\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Break down complex tasks into automatable parts. Eg. ad testing and writing new ad copy: 1) automate to find the losers of split tests and turn the ads off 2) automate to find the winners and use them as the base 3) automate to find the best CTA 4) The human touch: combine CTA’s with new ads\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brad Geddes then took to the stage to further explain the role of humans in a machine-dominated world. He outlined three levels of automation: Manual, Computer Assistance and Full Automation. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The advantages of doing everything manually: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Amazing amounts of control\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Creativity\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Human Intuition\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Whereas, the disadvantages are simply that this entails more, often boring, work. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Outlined below are a few examples of manual work having an advantage over automation: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">If an ad was displaying an out of date offer, a computer might not stop running it, but as humans, we have prior knowledge of what will and won’t work, and if there’s no data for the computer to work with, it can’t do anything. Obviously, an out of date ad won’t drive large numbers of sales. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Manual work can avoid what is known as “Automation danger.” For example, delays in conversion tracking, broken GA code and website downtimes could add a vital keyword like a Brand as a negative keyword through automation. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">“Alert danger” can also be avoided. Automation might give a lot of alerts that don’t mean anything particularly important, so we may delete them without looking at them. Here, automation is giving ourselves more work\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">So when should we think about automation? The answer was simple: Can we flowchart it and be happy with every single decision? If so, do it. For example, its possible to see what the outcomes of automated bid adjustments will be, so these should be automated. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brad moved on to asking how automation will affect our jobs: \u003C\u002Fspan>\u003Cb>Automation creates or shifts job responsibilities\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> – jobs are lost but more new jobs are created. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, the rise of the bank teller: When ATMs became popular, bank branches needed fewer employees due to the automation of withdrawals and deposits, but as it became cheaper to operate banks as a result and everyday tasks become less time-consuming for consumers, they had more intelligent questions to ask, so more banks opened as a result. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We can apply this to Paid Advertising, too. Market research, sales orders and stat assistants will be made redundant if their jobs don’t evolve into someone who interprets research, stats or provides sales strategy. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The session ended with the question: \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">Who wins?\u003C\u002Fspan>\u003C\u002Fi> \u003Cspan style=\"font-weight: 400;\">If the tasks included only creativity, strategy, storytelling, empathy, then humans. If it includes only repeatable data, stats, and pattern recognition, then computers win. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A combination of the two, or “Computer Assistance,” is vital to ensure that marketing campaigns can be run effectively, whilst being given the chance to grow whilst keeping an eye out for those mistakes which can be detrimental.\u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],1,[],[13],106,[15,16,17,18,19,20,21],"post-3851","post","type-post","status-publish","format-standard","hentry","category-seo",{"page_content_modules":23,"hero":160},[24,121],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Faster & Smarter: Moving From Manual To Automated SEM Campaign Management – SMX London 2018",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},28,"\u002Fabout\u002Four-team\u002Fgreg-holland\u002F","Greg Holland","Associate Director - Strategy","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":37,"job_title":33,"specialist_service_links":38,"photo":65},"\u003Cp>Associate Director – Strategy. Joined Impression in August 2017.\u003C\u002Fp>\n\u003Cp>I joined Impression straight from University where I studied Economics. Coming straight from an Economics degree helped me fit right into the world of PPC and gave me the ability to spot the potential for growth and create strategies to achieve said growth in accounts both big and small.\u003C\u002Fp>\n\u003Cp>Day to day I focus on managing my team, delivering clients’ strategies and I also get involved in pitching. I specialise in data analysis tools like Supermetics, creating templates and automating processes for the wider team to use in everyday account management and in their own data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’m proud of completing the Pokedex when I was younger, my extensive collection of duck ornaments and landing a job at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing music, going to gigs, watching something at the cinema and nerding out over some chunky board games. I’m also usually up for a drink and love a good beer.\u003C\u002Fp>\n",[39,57],{"page":40,"link_text":45},{"ID":41,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":56},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"page":58,"link_text":60},{"ID":50,"post_author":42,"post_date":59,"post_date_gmt":59,"post_content":44,"post_title":60,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":61,"to_ping":44,"pinged":44,"post_modified":62,"post_modified_gmt":62,"post_content_filtered":44,"post_parent":52,"guid":63,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":64},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":66,"id":66,"title":67,"filename":68,"filesize":69,"url":70,"link":71,"alt":44,"author":72,"description":44,"caption":44,"name":73,"status":74,"uploaded_to":52,"date":75,"modified":75,"menu_order":52,"mime_type":76,"type":77,"subtype":78,"icon":79,"width":80,"height":81,"sizes":82},24287,"Greg-Holland-NEW","Greg-Holland-NEW.png",356302,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&q=90","\u002Fgreg-holland-new\u002F","12","greg-holland-new","inherit","2023-08-02 10:43:43","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":83,"thumbnail-width":84,"thumbnail-height":84,"medium":85,"medium-width":86,"medium-height":87,"medium_large":88,"medium_large-width":89,"medium_large-height":90,"large":91,"large-width":92,"large-height":93,"1536x1536":94,"1536x1536-width":95,"1536x1536-height":96,"2048x2048":97,"2048x2048-width":98,"2048x2048-height":99,"post-thumbnail":100,"post-thumbnail-width":101,"post-thumbnail-height":102,"12_col":103,"12_col-width":104,"12_col-height":105,"default_landscape":106,"default_landscape-width":107,"default_landscape-height":81,"default_portrait":108,"default_portrait-width":81,"default_portrait-height":107,"6_col_and_margin_short":109,"6_col_and_margin_short-width":101,"6_col_and_margin_short-height":105,"11_col_and_margin":110,"11_col_and_margin-width":111,"11_col_and_margin-height":105,"9_col_rectangle":112,"9_col_rectangle-width":113,"9_col_rectangle-height":114,"11_col":115,"11_col-width":116,"11_col-height":105,"staff_image_696_600":117,"staff_image_696_600-width":80,"staff_image_696_600-height":81,"rectangular_thumbnail":118,"rectangular_thumbnail-width":119,"rectangular_thumbnail-height":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":122,"reduced":26,"top_overlap":123,"bottom_underlap":123,"disable_observer":-1,"heading":124,"cta_text":125,"cta_link":126,"items":127},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[128,142,151],{"type_key":16,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":139},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136],{"name":137,"image":138},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":140,"name":141},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":133,"image":147,"authors":148,"category":150},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[149],{"name":137,"image":138},{"to":140,"name":141},{"type_key":16,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":133,"image":156,"authors":157,"category":159},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[158],{"name":137,"image":138},{"to":140,"name":141},{"type":161,"style":162,"heading":27,"date":4,"updatedAt":163,"reading_minutes":133,"image":44,"imageAlt":27,"categories":164,"collections":345},"blog-post","light","2025-07-14T08:10:31",[165],{"id":10,"count":166,"description":167,"link":140,"name":141,"slug":168,"taxonomy":169,"parent":52,"meta":170,"acf":171,"head_links":172,"resource_count":173,"yoast_title":174,"yoast_meta":175,"yoast_json_ld":220,"_links":317,"path":140},432,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[176,178,181,184,187,190,193,195,197,199,202,205,208,211,214,217],{"property":177,"content":174},"title",{"property":179,"content":180},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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