[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-love-samantha-noble":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":416,"breadcrumbs":417,"reading_minutes":147,"category":424,"head":426},"2017-10-16T09:35:57",{"rendered":6},"\u003Cp>The main thing that’s changed over the years, says Samantha, is that audiences are now more important than ever.\u003C\u002Fp>\n\u003Cp>Back in the day, we’d spend a huge anount of time on keyword research and that was totally valid. But now, we need to understand our audience.\u003C\u002Fp>\n\u003Cp>For PPC, this is a huge shift in process.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3350\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FDq7Tobzw-samantha-noble-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"samantha noble search love\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>Of course, audience targeting isn’t a new thing. Facebook have been introducing more audience targeting recently. And with AdWords, we use location targeting, we use negative keywords, we use all sorts of factors to exclude people when they’re not relevant.\u003C\u002Fp>\n\u003Ch2 id=\"a-move-from-free-to-paid\">A move from free to paid\u003C\u002Fh2>\n\u003Cp>Google has changed what it gives us for free over the years. We can expect to see those things which are currently free to become paid in the future; Samantha gives maps listings as an example.\u003C\u002Fp>\n\u003Cp>Google makes its money from paid advertising, so this makes sense.\u003C\u002Fp>\n\u003Cp>On mobile, paid is taking up even more space, and it’s getting more difficult to get to the organic results. As paid has evolved, the design itself makes it even more difficult to see which are the organic and which are the paid results.\u003C\u002Fp>\n\u003Cp>In this study shared on Moz, Wayfair shows how the increase of paid prominence is decreasing its organic CTRs: https:\u002F\u002Fmoz.com\u002Fblog\u002Fgoogle-organic-clicks-shifting-to-paid\u003C\u002Fp>\n\u003Ch2 id=\"ad-extensions-manual-and-automated\">Ad extensions: manual and automated\u003C\u002Fh2>\n\u003Cp>If you don’t use your manual ad extensions, Google will choose them for you, so always choose your own.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Sitelink extension – deep dive to your site\u003C\u002Fli>\n\u003Cli>Call outs – USPs\u003C\u002Fli>\n\u003Cli>Structured snippets – additional information\u003C\u002Fli>\n\u003Cli>Call extensions – encourage people to call\u003C\u002Fli>\n\u003Cli>Message extensions – encourage people to text\u003C\u002Fli>\n\u003Cli>Location extensions – let people know where you are\u003C\u002Fli>\n\u003Cli>Affiliate location extensions – show third party distribution sites\u003C\u002Fli>\n\u003Cli>Price extensions – show prices\u003C\u002Fli>\n\u003Cli>Review extensions – show your reviews\u003C\u002Fli>\n\u003Cli>Previous visits – if you’ve visited before\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>All this means ads are getting bigger!\u003C\u002Fp>\n\u003Cp>In her list of great ad examples, Sam showed our own client, Great Bean Bags:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8204\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE33gCNYO-050720211625523188_sam-noble-great-bean-bags-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"sam noble great bean bags search love\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"dynamic-search-ads\">Dynamic search ads\u003C\u002Fh2>\n\u003Cp>This allows you more control over where your ads are shown.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Demographics for search ads (DFSA) allows you to add demographic data.\u003C\u002Fli>\n\u003Cli>Remarketing for search ads (RLSAs) allows you to create ads for people depending on the point in the journey.\u003C\u002Fli>\n\u003Cli>Similar audiences is like FB lookalike audiences.\u003C\u002Fli>\n\u003Cli>Promoted pins encourage footfall into local businesses.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"google-shopping\">Google Shopping\u003C\u002Fh2>\n\u003Cp>Samantha shared what’s happening in Shopping:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>PLAs at the top and on the right\u003C\u002Fli>\n\u003Cli>Everything’s an ad in shopping results\u003C\u002Fli>\n\u003Cli>Special offers in ads\u003C\u002Fli>\n\u003Cli>Showcase shopping ads for generic terms\u003C\u002Fli>\n\u003Cli>Click and collect\u003C\u002Fli>\n\u003Cli>Other third party comparison sites will be appearing in Shopping listings – which means we need to ensure our clients are using other comparison sites as well as Google\u003C\u002Fli>\n\u003Cli>Inventory search is coming soon so people can see if something’s in stock\u003C\u002Fli>\n\u003Cli>Carousel shopping ads on YouTube\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"remarketing\">Remarketing\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Dynamic product remarketing\u003C\u002Fli>\n\u003Cli>Gmail sponsored promotions\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"facebook-and-instagram\">Facebook and Instagram\u003C\u002Fh2>\n\u003Cp>Facebook is no longer just Facebook.com – they have expanded by acquisition to What’s App, Instagram and Messenger. They have a huge amount of data about us.\u003C\u002Fp>\n\u003Cp>79% of online adults are using Facebook in some form.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Single image ads\u003C\u002Fli>\n\u003Cli>Single video ads\u003C\u002Fli>\n\u003Cli>360 video ads\u003C\u002Fli>\n\u003Cli>Canvas ads\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"takeaways\">Takeaways\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>PPC isn’t going away\u003C\u002Fli>\n\u003Cli>We need to be aware of paid media\u003C\u002Fli>\n\u003Cli>We shouldn’t have silo’d PPC teams – we need to work together.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"more-ppc-advice\">More PPC advice\u003C\u002Fh2>\n\u003Cp>Are you interested in getting more PPC advice? Here’s some from our team to help you improve your own campaigns:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgolden-rules-ad-innovation\u002F\">Golden Rules of Ad Innovation\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faudiences-not-keywords\u002F\">Bing Interview: Audiences Not Keyword the Future of Search\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fenhanced-cpc-changes-affect-performance\u002F\">Enhanced CPC\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">More PPC Tips!\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"samanthas-slides\">Samantha’s slides\u003C\u002Fh2>\n\u003Cp>Find Sam’s slides here:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FKeftGhuCCoMa8y\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"The Evolution of Paid Media - SearchLove 2017\" href=\"\u002F\u002Fwww.slideshare.net\u002Fsecret\u002FKeftGhuCCoMa8y\" target=\"_blank\" rel=\"noopener\">The Evolution of Paid Media – SearchLove 2017\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002Fsamjanenoble\" target=\"_blank\" rel=\"noopener\">Samantha Noble\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},67,"Search Love","\u002Fblog\u002Fcollection\u002Fsearch-love\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-search-love",{"page_content_modules":29,"hero":143},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Love: Beyond the Reach of Keyword Targeting – Samantha Noble",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},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":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},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":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"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":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,119,131],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":116},"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",[111,113],{"name":112,"image":41},"Joe Turnbull",{"name":114,"image":115},"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":117,"name":118},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":130},"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",5,"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",[127,129],{"name":128,"image":41},"Harry Clements",{"name":114,"image":115},{"to":117,"name":118},{"type_key":20,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":142},"What’s new in Paid Media: June 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. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,140],{"name":128,"image":41},{"name":141,"image":41},"Jennifer Shin",{"to":117,"name":118},{"type":144,"style":145,"heading":33,"date":4,"updatedAt":146,"reading_minutes":147,"image":148,"imageAlt":33,"categories":149,"collections":335},"blog-post","light","2022-02-07T16:48:35",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FE33gCNYO-050720211625523188_sam-noble-great-bean-bags-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[150],{"id":10,"count":151,"description":152,"link":117,"name":118,"slug":153,"taxonomy":154,"parent":47,"meta":155,"acf":156,"head_links":157,"resource_count":158,"yoast_title":159,"yoast_meta":160,"yoast_json_ld":204,"_links":303,"path":117},271,"\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",[161,163,166,169,172,175,178,180,182,184,187,190,193,196,198,201],{"property":162,"content":159},"title",{"property":164,"content":165},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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