[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-jon-greenhalgh-a-i-in-paid-media-strategies-you-can-use-tomorrow":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":423,"breadcrumbs":424,"reading_minutes":153,"category":431,"head":433},"2019-06-21T10:03:48",{"rendered":6},"\u003Cp>One of the hardest things that digital marketers find at the moment is trying to understand digital media in an AI context – the purpose of Jon’s talk today is to give us a starting point for implementing AI in our digital strategies.\u003C\u002Fp>\n\u003Cp>Jon is going to give us an overview of how the big 3 – Google, Facebook, and Amazon – use AI. He will then show us that the future of Paid Media is automated. Finally, he is going to give us some tools we can use tomorrow.\u003C\u002Fp>\n\u003Cp>A good starting point with machine learning is that a lot of it can be entirely useless – as digital marketers we need to find a way of focusing AI in practical ways for advertising. The best way to do this is to look to the strategies employed by the big 3.\u003C\u002Fp>\n\u003Ch4 id=\"what-do-amazon-facebook-and-google-do-which-is-useful-to-us-as-marketers\">What do Amazon, Facebook, and Google do which is useful to us as marketers?\u003C\u002Fh4>\n\u003Cul>\n\u003Cli>Amazon offer unlimited movies, music streaming, and photo storage for Prime members through a huge number of their products. They are also a big player in voice search with products such as Alexa. Google have now entered this market as well\u003C\u002Fli>\n\u003Cli>The amount of information which the big three can collect on customers using these products as well as search and site behaviour can potentially give them a huge advantage over competitors when it comes to advertising and selling more generally\u003C\u002Fli>\n\u003Cli>This  can be quite aggressive, and there are fears that these companies are storing more data than they let on.\u003C\u002Fli>\n\u003Cli>This data is invaluable to these companies, as it lets them personalise advertising to people who are already interested in certain products. More data plus user intent leads to better personalisation and therefore more ad revenue\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch4 id=\"automation-and-the-future-of-paid-media\">Automation and the future of Paid Media\u003C\u002Fh4>\n\u003Cp>Jon goes on to explain what machine learning promises for the future of PPC. He mentions just a few features which will be increasingly useful to us as digital marketers:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Ongoing audience expansion\u003C\u002Fli>\n\u003Cli>Automated bidding strategies such as maximise conversions\u003C\u002Fli>\n\u003Cli>Automatically build customised ads\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>He points out, however, that we have to be quite careful with how we use these services. Does AI have the potential to be the worst kind of black box? As marketers we need to be careful not to just let the AI services of the big 3 run wild without knowing what’s going on. In order to use what’s available to use effectively we need to follow 3 steps:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Interpret how they’re using AI\u003C\u002Fli>\n\u003Cli>Test new releases to verify which add value\u003C\u002Fli>\n\u003Cli>Understand how to implement strategies using AI effectively\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>The process for judging whether AI is adding value should always be the same – does it make us better, brighter, and faster?\u003C\u002Fp>\n\u003Ch4 id=\"strategies-you-can-use-tomorrow\">Strategies you can use tomorrow\u003C\u002Fh4>\n\u003Cp>As promised, Jon now details some opportunities – where can you start tomorrow with AI?\u003C\u002Fp>\n\u003Ch5 id=\"automated-bidding-programmed-rules-and-scripts-for-bidding-which-platforms-offer-off-the-shelf\">Automated bidding – programmed rules and scripts for bidding which platforms offer off the shelf.\u003C\u002Fh5>\n\u003Cul>\n\u003Cli>Positional based bidding – try to use this in a combination on high impression share campaigns that are already performing, but you want to hit top spots for. Set min\u002Fmax rules to ensure that you don’t overbid for the top spot\u003C\u002Fli>\n\u003Cli>Target CPA\u002FROAS – these strategies reflect rules based on commercial objectives. Don’t just set these arbitrarily across the whole account – tailor the rules specifically to different campaigns, product areas, or service areas in order to make it more effective at reducing CPA\u002Fincreasing ROAS\u003C\u002Fli>\n\u003Cli>Impression Share Targeting – Test on most valuable segmented campaigns such as those with high ROAS in order to further boost\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch5 id=\"scripts-readily-available-online-scripts-can-automate-time-consuming-tasks-as-well-as-helping-us-make-more-effective-data-driven-decisions\">Scripts – readily available online, scripts can automate time consuming tasks as well as helping us make more effective data-driven decisions.\u003C\u002Fh5>\n\u003Cul>\n\u003Cli>Time-based heatmapping is a great place to start. Try to focus not just on traffic and CTR but look at margin, conversions, conversion value etc. Also don’t just look at trends across the whole account if you’re going to apply changes based on it – every campaign is different. The 24\u002F7 bidding script can then be used to take action on insights provided by heatmapping\u003C\u002Fli>\n\u003Cli>N-gram – statistical keyword fragment analysis which is great for finding both positive and negative keywords to add to the account e.g. high converting phrases\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch5 id=\"ad-customisation\">Ad customisation.\u003C\u002Fh5>\n\u003Cul>\n\u003Cli>Ad copy customisation based on factors such as device and location, price and promotions, and so on. Use google sheets to build templates for this and have ad platforms import the data\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch5 id=\"micro-moment-targeting-target-the-moments-that-matter-in-the-user-journey\">Micro moment targeting – target the moments that matter in the user journey.\u003C\u002Fh5>\n\u003Cul>\n\u003Cli>Using off the shelf predictive programs like DataRobot, we can better understand people’s search habits and predict the next most likely action they will take. This can massively help advertisers by enabling us to target people at the right moment – when they’re ready to convert\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Jon summarises his talk as follows:\u003Cbr \u002F>\nFocus on the big three – what are Amazon, Facebook and Google doing?\u003Cbr \u002F>\nBe cynical – don’t blindly accept what various platforms are offering as useful. Develop your own filter and test new features as they are rolled out.\u003Cbr \u002F>\nStart with small, incremental opportunities and build out if results are positive.\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17,18],111,135,[20,21,22,23,24,25,26,27,28],"post-4499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-search-leeds",{"page_content_modules":30,"hero":149},[31,97],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Search Leeds: Jon Greenhalgh – A.I. in Paid Media: strategies you can use tomorrow",[36],{"id":37,"path":38,"display_name":39,"job_title":40,"description":41,"avatar_url":42,"acf":43},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","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",{"job_title":40,"full_bio":40,"specialist_service_links":7,"photo":44},{"ID":45,"id":45,"title":46,"filename":47,"filesize":48,"url":49,"link":50,"alt":40,"author":51,"description":40,"caption":40,"name":52,"status":53,"uploaded_to":48,"date":54,"modified":54,"menu_order":48,"mime_type":55,"type":56,"subtype":57,"icon":58,"width":59,"height":59,"sizes":60},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":61,"thumbnail-width":62,"thumbnail-height":62,"medium":63,"medium-width":64,"medium-height":64,"medium_large":65,"medium_large-width":66,"medium_large-height":66,"large":67,"large-width":68,"large-height":69,"1536x1536":70,"1536x1536-width":71,"1536x1536-height":71,"2048x2048":72,"2048x2048-width":73,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":82,"default_portrait":83,"default_portrait-width":82,"default_portrait-height":81,"6_col_and_margin_short":84,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":85,"11_col_and_margin-width":86,"11_col_and_margin-height":79,"9_col_rectangle":87,"9_col_rectangle-width":88,"9_col_rectangle-height":89,"11_col":90,"11_col-width":91,"11_col-height":79,"staff_image_696_600":92,"staff_image_696_600-width":93,"staff_image_696_600-height":82,"rectangular_thumbnail":94,"rectangular_thumbnail-width":95,"rectangular_thumbnail-height":96},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":98,"reduced":33,"top_overlap":99,"bottom_underlap":99,"disable_observer":-1,"heading":100,"cta_text":101,"cta_link":102,"items":103},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[104,124,138],{"type_key":21,"title":105,"excerpt":106,"to":107,"postedAt":108,"readingTime":109,"image":110,"authors":111,"category":121},"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",[112,115,118],{"name":113,"image":114},"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":116,"image":117},"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":119,"image":120},"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":122,"name":123},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":21,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":137},"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",6,"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",[132,134],{"name":133,"image":42},"Joe Turnbull",{"name":135,"image":136},"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":122,"name":123},{"type_key":21,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":109,"image":143,"authors":144,"category":148},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145,147],{"name":146,"image":42},"Harry Clements",{"name":135,"image":136},{"to":122,"name":123},{"type":150,"style":151,"heading":34,"date":4,"updatedAt":152,"reading_minutes":153,"image":154,"imageAlt":34,"categories":155,"collections":341},"blog-post","light","2022-02-07T16:48:22",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FaaAMOwzF-050720211625510254_IMG_20190620_135009-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[156],{"id":10,"count":157,"description":158,"link":122,"name":123,"slug":159,"taxonomy":160,"parent":48,"meta":161,"acf":162,"head_links":163,"resource_count":164,"yoast_title":165,"yoast_meta":166,"yoast_json_ld":210,"_links":309,"path":122},272,"\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",[167,169,172,175,178,181,184,186,188,190,193,196,199,202,204,207],{"property":168,"content":165},"title",{"property":170,"content":171},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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