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Whether you want to enter new international markets or grow your existing presence in particular regions, PPC is a highly effective marketing channel that you shouldn’t overlook. It’s possible to have campaigns up and running in new countries far quicker through paid search than with […]\u003C\u002Fp>\n","\u002Fblog\u002Finternational-ppc-campaigns\u002F","2026-03-27T12:54:42","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Finternational-ppc-campaigns-cover-image.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3806],{"name":3807,"image":3808},"Team Impression","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",{"to":1840,"name":1841},{"type_key":3777,"title":3811,"excerpt":3812,"to":3813,"postedAt":3814,"readingTime":42,"image":3815,"authors":3816,"category":3820},"December 2025 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, including new studies and industry developments. Google is blurring the lines between web and social, with Search Console Insights now pulling in performance data from social channels like TikTok and YouTube. This move to provide a “unified view” of your […]\u003C\u002Fp>\n","\u002Fblog\u002Fdecember-2025-google-algorithm-and-search-industry-updates\u002F","2026-01-12T16:05:55","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002Ffreestocks-IMSxY7LI2PQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3817],{"name":3818,"image":3819},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":1241,"name":1242},{"type_key":3777,"title":3822,"excerpt":3823,"to":3824,"postedAt":3825,"readingTime":2354,"image":3826,"authors":3827,"category":3831},"The Power of Creative in Performance Marketing","\u003Cp>Now is the marketer’s call to action! It’s been found by multiple companies, such as Nielsen, Kantar and Google, that advertising effectiveness can depend on the creative by up to 70%! This, combined with the 4,000 ads we see every day on average, your ad needs to be one of the rare 16% that gets […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-power-of-creative-in-performance-marketing\u002F","2025-12-12T09:23:43","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3828],{"name":3829,"image":3830},"Immy Fox","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":560,"name":561},{"type_key":3777,"title":3833,"excerpt":3834,"to":3835,"postedAt":3836,"readingTime":1247,"image":3837,"authors":3838,"category":3842},"The baseline in Marketing Mix Modelling","\u003Cp>When presenting results of a Marketing Mix Model (MMM), the go-to graph to display is a waterfall chart, representing the contributions from all media channels. However, there is always the question. What is the baseline? Firstly, a quick recap on MMM. Marketing Mix Modelling is a statistical technique that measures the impact of marketing activities. […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-baseline-in-marketing-mix-modelling\u002F","2025-12-11T09:22:45","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Firham-setyaki-tfdff8Poebw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3839],{"name":3840,"image":3841},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":1413,"name":1414},{"type_key":3777,"title":3844,"excerpt":3845,"to":3846,"postedAt":3847,"readingTime":3848,"image":3849,"authors":3850,"category":3854},"November 2025 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search. Google layered its systems with quieter but meaningful upgrades: Search Console gained future-dated annotations, letting teams map upcoming changes directly onto performance timelines, and a new branded-queries filter to clarify when an audience is searching for you rather than merely […]\u003C\u002Fp>\n","\u002Fblog\u002Fnovember-2025-google-algorithm-and-search-industry-updates\u002F","2025-12-10T15:06:19",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Fsajad-nori-q33cqE_Luto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3851],{"name":3852,"image":3853},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":1241,"name":1242},{"type_key":3777,"title":3856,"excerpt":3857,"to":3858,"postedAt":3859,"readingTime":728,"image":3860,"authors":3861,"category":3865},"What’s new in Paid Media: November 2025 industry updates","\u003Cp>The nights are drawing in, and the end of the year is approaching fast. November is often a critical month for marketers as Black Friday and the Christmas rush kick sales into high gear. Alongside seasonal promotions, the paid media landscape is evolving rapidly. This month’s highlights include… Google Ads introduces Waze ads for Performance […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-november-2025-industry-updates\u002F","2026-04-22T08:13:08","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Fjonathan-talbert-cDqofUZhR_M-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3862],{"name":3863,"image":3864},"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":1753,"name":1754},{"type_key":3777,"title":3867,"excerpt":3868,"to":3869,"postedAt":3870,"readingTime":3848,"image":3871,"authors":3872,"category":3876},"Protecting your brand when implementing AI Max in Google Ads","\u003Cp>You may have seen (or not) that there are now a number of tools within Google Ads that have been added over the past year to help you spend less time creating ad copy and assets, and more time strategising. Most of these are powered by Google Gemini, Google’s AI tool.  Confusingly, these fall under […]\u003C\u002Fp>\n","\u002Fblog\u002Fprotecting-your-brand-when-implementing-ai-max-in-google-ads\u002F","2026-07-01T14:30:03","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Fimmo-wegmann-vi1HXPw6hyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3873],{"name":3874,"image":3875},"Yasmin Burchill","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002FYasmin-Williams-new23.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":34,"name":35},{"type_key":3777,"title":3878,"excerpt":3879,"to":3880,"postedAt":3881,"readingTime":2354,"image":3882,"authors":3883,"category":3885},"October 2025 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, including new studies and industry developments. Recent Google testing reveals a continued investment in the conversational and visual aspects of the AI search experience. For local searches, Google is testing different coloured map pins in AI Mode to improve result […]\u003C\u002Fp>\n","\u002Fblog\u002Foctober-2025-google-algorithm-and-search-industry-updates\u002F","2026-06-11T16:06:32","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Fheidi-kaden-JjxAasj1_uA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3884],{"name":3818,"image":3819},{"to":1241,"name":1242},{"type_key":3777,"title":3887,"excerpt":3888,"to":3889,"postedAt":3890,"readingTime":3891,"image":3892,"authors":3893,"category":3897},"The Complete Fintech SEO Guide","\u003Cp>In the rapidly changing and competitive fintech industry, having a website alone is no longer enough to stand out. To gain an edge online, fintech brands need to optimise their digital presence to reach the right audience and build trust. Effective SEO in fintech involves more than just ranking for popular keywords – it requires […]\u003C\u002Fp>\n","\u002Fblog\u002Ffintech-seo-guide\u002F","2025-11-24T12:26:22",24,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002FFintech-marketing-for-mobile.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3894],{"name":3895,"image":3896},"Eloise Andrews","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002FEloise-Andrews.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":2176,"name":1532},{"type_key":3777,"title":3899,"excerpt":3900,"to":3901,"postedAt":3902,"readingTime":3848,"image":3903,"authors":3904,"category":3908},"The Opal Paradox: Is Google Making SEO worse?","\u003Cp>In November 2025, Google announced that it has added a new tool to its arsenal. A Google Labs project called Opal, you might have already seen some news and opinions about it… not all of them positive. The immediate reaction can be summarised as ‘indignation’. How can Google justify launching a tool that will enable […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-opal-seo-industry-reaction\u002F","2026-04-28T13:19:17","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002FAI-text.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3905],{"name":3906,"image":3907},"Louisa Holman","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":34,"name":35},{"type_key":3777,"title":3910,"excerpt":3911,"to":3912,"postedAt":3913,"readingTime":1419,"image":3914,"authors":3915,"category":3919},"The Future of Nonprofits: Key trends and marketing tactics for charities","\u003Cp>2025 has navigated a complex landscape for the charity sector. While experiencing growth, it grapples with increasing demand and limited resources, facing a “triple threat” to sustainability that encompasses financial strain, operational challenges leading to workforce exhaustion, and a critical gap in trust and visibility of impact, a shift towards local giving, and evolving consumer […]\u003C\u002Fp>\n","\u002Fblog\u002Fcharity-marketing-trends\u002F","2025-11-05T12:33:14","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fgetty-images-x_mAqjO2mXo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3916],{"name":3917,"image":3918},"Rebecca Edwards","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":896,"name":897},{"type_key":3777,"title":3921,"excerpt":3922,"to":3923,"postedAt":3924,"readingTime":474,"image":3925,"authors":3926,"category":3928},"What’s new in Paid Media: October 2025 industry updates","\u003Cp>The clocks may have rolled back, but the Paid Media landscape keeps running forward! With the cold of Autumn setting in, there are a few October updates to keep every advertiser’s heart warm… Read on to learn more about: Conversions can come directly to ChatGPT You can now ask the chatbot to buy a product […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-october-2025-industry-updates\u002F","2025-10-28T15:00:18","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Ftaylor-rooney-L86gqddPTQs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3927],{"name":3874,"image":3875},{"to":1753,"name":1754},{"type_key":3777,"title":3930,"excerpt":3931,"to":3932,"postedAt":3933,"readingTime":2260,"image":3934,"authors":3935,"category":3940},"Shopify SEO: The definitive guide to ranking your ecommerce website","\u003Cp>So you’ve decided to grow your ecommerce business with Shopify. Congratulations, you’re on the path to success! Shopify is a simple yet powerful tool that many companies have found easy to use, and the key to scaling their ecommerce businesses. We have worked with many large, successful companies using Shopify and we’d love to work […]\u003C\u002Fp>\n","\u002Fblog\u002Fshopify-seo-the-definitive-guide-to-ranking-your-ecommerce-website\u002F","2025-10-27T12:20:07","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002FShopify-website-SEO.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3936,3939],{"name":3937,"image":3938},"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",{"name":3906,"image":3907},{"to":1155,"name":1156},{"type_key":3777,"title":3942,"excerpt":3943,"to":3944,"postedAt":3945,"readingTime":103,"image":3946,"authors":3947,"category":3951},"Impression Wins 2 awards at The Global Search Awards 2025","\u003Cp>We are going global, again! This year, we are taking home two major Global Search Awards for the fantastic work delivered to help our clients and our agency grow. As an international agency, being recognised in this way is a great recognition for our team The Global Search Awards reward and celebrate the innovation and […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-wins-2-awards-at-the-global-search-awards-2025\u002F","2025-10-27T09:57:52","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Ffull-global-search-winner-2025.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3948],{"name":3949,"image":3950},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":1667,"name":1668},{"type_key":3777,"title":3953,"excerpt":3954,"to":3955,"postedAt":3956,"readingTime":3957,"image":3958,"authors":3959,"category":3963},"How to optimise for Generative AI search","\u003Cp>A summary of main points Generative engine optimisation (GEO) prioritises being cited by AI over traditional ranking. Instead of just aiming for top search results, GEO focuses on making your content interpretable and trustworthy enough for Large Language Models (LLMs) to use it as a direct source in their answers. This discipline is an evolution […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F","2026-04-28T13:06:43",18,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3960],{"name":3961,"image":3962},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":34,"name":35},{"type_key":3777,"title":3965,"excerpt":3966,"to":3967,"postedAt":3968,"readingTime":100,"image":3969,"authors":3970,"category":3972},"Impression Hires Two Managing Partners to Strengthen Client Partnerships","\u003Cp>We’re delighted to welcome David Johnson and Emma Turner to Impression. Both have joined as Managing Partners, a new role that’s been recently introduced to drive client success as our agency continues to grow. The new appointments reinforce our agency’s commitment to building long-term, impactful relationships with our client partners. Both roles will be responsible […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-hires-two-managing-partners-to-strengthen-client-partnerships\u002F","2025-10-17T08:28:51","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002FDavid-and-Emma_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3971],{"name":3949,"image":3950},{"to":1667,"name":1668},"1355","76",{"category":28,"collection":28},{"title":3977,"script":3978,"meta":4019,"link":4039},"Digital and Internet Marketing Blog | Impression",[3979],{"type":3980,"key":3981,"innerHTML":3982},"application\u002Fld+json","yoast-json-ld",{"@context":85,"@graph":3983},[3984,3993,3997,4001],{"@type":3985,"@id":2728,"url":2728,"name":3977,"isPartOf":3987,"datePublished":3988,"dateModified":3989,"description":3990,"breadcrumb":3991,"inLanguage":94},[3986,88],"WebPage",{"@id":91},"2020-03-08T21:11:10+00:00","2021-09-28T09:25:47+00:00","SEO and the landscape of online marketing is always changing. 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