[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fshould-you-be-advertising-on-bing":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":400,"breadcrumbs":401,"reading_minutes":211,"category":409,"head":411},"2019-08-29T08:43:33",{"rendered":6},"\n\u003Cp>Other than a seemingly pointless name change, Microsoft Advertising has a lot going for it that can easily be overlooked by people running PPC accounts. It can be very easy for account managers to give all of their attention to Google. But should we be giving Microsoft Advertising some more love? Here are 5 reasons that might make you think so.    \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"demographics\">\u003Cb>Demographics\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>There is no denying that Google has a much larger audience than Bing. However targeting the right person is always more important than a scattergun approach. This is where Microsoft Advertising can have huge benefits for your PPC campaign. \u003C\u002Fp>\n\n\n\n\u003Cp>The typical Bing user is older and more affluent than the average person searching on Google, spending on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.atilus.com\u002Fwho-uses-bing\u002F\">average\u003C\u002Fa> 22% more than on other search engines. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this might not be huge for campaigns pushing low value products\u002Fservices, it can have a dramatic impact on campaigns pushing high value products\u002Fservices. Any account that is looking to push these high ticket items therefore needs to look at Microsoft Advertising as a necessity rather than an afterthought.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"targeting-options\">\u003Cb>Targeting Options\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>With Microsoft acquiring LinkedIn in 2016, it has enabled Microsoft Ads to use targeting options which simply aren’t available on Google. It is now possible to target users who work in specific industries, job functions and even at company level. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"251\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FBing-targeting-options.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14120\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This is obviously beneficial for recruitment companies. However, it can also be a powerful tool for a variety of other verticals. Through targeting users of a certain job function it is possible to attribute a certain level of income and therefore a higher intent of purchase depending on the product\u002Fservice. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"microsoft-search-partners-syndication\">\u003Cb>Microsoft Search Partners & Syndication\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>Using Microsoft ads doesn’t just enable you to appear on Bing, there are also a bunch of search partners that Microsoft Ads will give you access to including Gumtree, Amazon, Apple and Skype to name but a few. \u003C\u002Fp>\n\n\n\n\u003Cp>It is possible to opt out of appearing on these websites. However, these partner placements account for 1 in 6 clicks generated on the Microsoft Advertising network and generate a CPC which is typically \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-gb\u002Fresources\u002Ftraining\u002Fsyndicated-partner-network\">21% lower\u003C\u002Fa> than Bing itself.   \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"less-competition-cheaper-cpcs\">\u003Cb>Less competition & cheaper CPCs\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>As Microsoft Advertising is a less competitive platform that Google, advertising on Bing is often seen as optional luxury rather than an essential advertising platform. This means there is naturally less competition for impression share. \u003C\u002Fp>\n\n\n\n\u003Cp>Less competition means that you are likely to see a cheaper CPC in comparison to Google. A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginepeople.com\u002Fblog\u002F1412051025-10-reasons-bing-ads.html\">case study\u003C\u002Fa> carried out found that clicks can be anywhere between 32.5% and 59.2% cheaper.\u003C\u002Fp>\n\n\n\n\u003Cp>Not only are the clicks cheaper, they are also seen as being more likely to convert. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginewatch.com\u002F2016\u002F09\u002F20\u002Fbing-ads-vs-google-adwords-case-study-which-offers-the-better-value\u002F\">Studies\u003C\u002Fa> have found that conversion rates are typically higher on Bing than Google. The reason for this can be explained by the typical demographic of the users (as mentioned earlier). \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"easy-to-use\">\u003Cb>Easy to use\u003C\u002Fb>\u003C\u002Fh3>\n\n\n\n\u003Cp>One big obstacle for many people is the perceived difficulty in getting to grips with a new platform and the time required to make it worthwhile. However this should not be seen as a problem. \u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft Advertising is set up in a way that purposely mimics Google Ads. So if you are using Google Ads there is no reason why you would struggle to manage your campaigns on the Microsoft Advertising platform. It’s also incredibly simple to transfer campaigns you already have running in Google Ads across by simply using the ‘import’ function. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"332\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FEasy-to-use-Bing.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14122\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s also very easy to manage an array of other options with the import function, which allows for wholesale changes to be made whilst importing campaigns over. Importantly, you are able to make adjustments to things like; budget, bids, tracking options and much more. With such a simple way of creating campaigns there has never been a better time to give Microsoft Ads a chance.\u003C\u002Fp>\n\n\n\n\u003Cp>If you think Microsoft Advertising could be good for your business, why not \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to explore the benefits it can bring. \u003C\u002Fp>\n\n\n\n\u003Cp>As a Microsoft Advertising Select Agency Partner, our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-ads\u002F\">Microsoft Advertising agency\u003C\u002Fa> offers various services to grow your business online through search on Bing and other channels. \u003C\u002Fp>\n",false,"standard",[10],40,[],[13],108,[15,16,17,18,19,20,21,22],"post-4565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":207},[25,154],{"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,"Should you be advertising on Bing?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.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":98},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[40,57,69,79,89],{"page":41,"link_text":45},{"ID":13,"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},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":58,"link_text":68},{"ID":59,"post_author":60,"post_date":61,"post_date_gmt":61,"post_content":44,"post_title":62,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":63,"to_ping":44,"pinged":44,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":44,"post_parent":65,"guid":66,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":67},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":70,"link_text":73},{"ID":71,"post_author":42,"post_date":72,"post_date_gmt":72,"post_content":44,"post_title":73,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":74,"to_ping":44,"pinged":44,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":44,"post_parent":76,"guid":77,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":78},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":80,"link_text":88},{"ID":81,"post_author":42,"post_date":82,"post_date_gmt":82,"post_content":44,"post_title":83,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":84,"to_ping":44,"pinged":44,"post_modified":85,"post_modified_gmt":85,"post_content_filtered":44,"post_parent":52,"guid":86,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":87},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":90,"link_text":93},{"ID":91,"post_author":42,"post_date":92,"post_date_gmt":92,"post_content":44,"post_title":93,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":94,"to_ping":44,"pinged":44,"post_modified":95,"post_modified_gmt":95,"post_content_filtered":44,"post_parent":52,"guid":96,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":97},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":99,"id":99,"title":100,"filename":101,"filesize":102,"url":103,"link":104,"alt":44,"author":105,"description":44,"caption":44,"name":106,"status":107,"uploaded_to":52,"date":108,"modified":108,"menu_order":52,"mime_type":109,"type":110,"subtype":111,"icon":112,"width":113,"height":114,"sizes":115},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":116,"thumbnail-width":117,"thumbnail-height":117,"medium":118,"medium-width":119,"medium-height":120,"medium_large":121,"medium_large-width":122,"medium_large-height":123,"large":124,"large-width":125,"large-height":126,"1536x1536":127,"1536x1536-width":128,"1536x1536-height":129,"2048x2048":130,"2048x2048-width":131,"2048x2048-height":132,"post-thumbnail":133,"post-thumbnail-width":134,"post-thumbnail-height":135,"12_col":136,"12_col-width":137,"12_col-height":138,"default_landscape":139,"default_landscape-width":140,"default_landscape-height":114,"default_portrait":141,"default_portrait-width":114,"default_portrait-height":140,"6_col_and_margin_short":142,"6_col_and_margin_short-width":134,"6_col_and_margin_short-height":138,"11_col_and_margin":143,"11_col_and_margin-width":144,"11_col_and_margin-height":138,"9_col_rectangle":145,"9_col_rectangle-width":146,"9_col_rectangle-height":147,"11_col":148,"11_col-width":149,"11_col-height":138,"staff_image_696_600":150,"staff_image_696_600-width":113,"staff_image_696_600-height":114,"rectangular_thumbnail":151,"rectangular_thumbnail-width":152,"rectangular_thumbnail-height":153},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":155,"reduced":27,"top_overlap":156,"bottom_underlap":156,"disable_observer":-1,"heading":157,"cta_text":158,"cta_link":159,"items":160},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[161,181,196],{"type_key":16,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":178},"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",[169,172,175],{"name":170,"image":171},"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":173,"image":174},"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":176,"image":177},"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":179,"name":180},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":182,"excerpt":183,"to":184,"postedAt":185,"readingTime":186,"image":187,"authors":188,"category":195},"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",[189,192],{"name":190,"image":191},"Joe Turnbull","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":193,"image":194},"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":179,"name":180},{"type_key":16,"title":197,"excerpt":198,"to":199,"postedAt":200,"readingTime":166,"image":201,"authors":202,"category":206},"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",[203,205],{"name":204,"image":191},"Harry Clements",{"name":193,"image":194},{"to":179,"name":180},{"type":208,"style":209,"heading":28,"date":4,"updatedAt":210,"reading_minutes":211,"image":212,"imageAlt":28,"categories":213,"collections":399},"blog-post","light","2025-02-24T16:38:55",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FuxUOLgO2-050720211625509307_BingAds-Page-Header.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[214],{"id":10,"count":215,"description":216,"link":179,"name":180,"slug":217,"taxonomy":218,"parent":52,"meta":219,"acf":220,"head_links":221,"resource_count":222,"yoast_title":223,"yoast_meta":224,"yoast_json_ld":269,"_links":367,"path":179},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",[225,227,230,233,236,239,242,244,246,248,251,254,257,260,263,266],{"property":226,"content":223},"title",{"property":228,"content":229},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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