[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fthe-power-of-digital-advertising-through-economic-uncertainty":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":15,"coauthors":16,"class_list":18,"acf":31,"head_links":744,"breadcrumbs":745,"reading_minutes":214,"category":753,"head":759},"2022-07-27T09:40:00",{"rendered":6},"\n\u003Ch2 class=\"wp-block-heading\" id=\"the-power-of-advertising-through-a-recession-or-period-of-uncertainty\">The power of advertising through a recession or period of uncertainty\u003C\u002Fh2>\n\n\n\n\u003Cp>Advertising and marketing are the departments your Financial Director is likely to want to pull back on as soon as cost cutting measures come in to play, but this is against conventional wisdom in many ways. In short, money goes further in a downturn. You get a higher share of voice as competitors back out of your market, and of course: downturns end and you want to come out stronger than ever. \u003C\u002Fp>\n\n\n\n\u003Cp>As management consultancy \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Flink.gale.com\u002Fapps\u002Fdoc\u002FA90701250\u002FAONE?\">McKinsey published\u003C\u002Fa> in their 2002 Quarterly Special Edition on Risk and Resilience, which has time and time been proved true: \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>\u003Cem>“Thus, when other companies simply battened down the hatches, seeing only risk during the recession, the more successful competitors found opportunity and pressed their advantages.“\u003C\u002Fem>\u003C\u002Fp>\u003Ccite>Dobbs, Richard F., et al. “Learning to love recessions”\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Here we look at the economic uncertainty and the looming warnings around a 2022 recession, I make my case for diversified investment at this tricky time, and also share some specific ideas for you to consider across your paid and organic digital advertising channels. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-power-of-advertising-through-a-recession-or-period-of-uncertainty\">The power of advertising through a recession or period of uncertainty\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#economic-uncertainty-in-2022\">Economic uncertainty in 2022\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#issues-with-the-current-sme-digital-advertising-landscape\">Issues with the current SME digital advertising landscape\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advertising-in-a-recession\">Advertising in a recession?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#further-essential-reading-in-this-section\">Further essential reading in this section\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#digital-advertising-through-a-recession\">Digital advertising through a recession\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#digital-paid-performance-paid-search-social-display-and-video\">Digital Paid Performance, Paid Search, Social Display and Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#organic-media-seo-and-online-pr\">Organic media, SEO and Online PR\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-you-can-do-next\">What you can do next\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"economic-uncertainty-in-2022\">\u003Cstrong>Economic uncertainty in 2022\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Economic uncertainty has been a constant since early 2020 when the impact from the Coronavirus pandemic was first felt, but as we now look towards the remainder of 2022 and beyond, with the current news stating the UK is likely to face a larger recession than our EU peers, preparing to face the recession head on is now very much front of mind. \u003C\u002Fp>\n\n\n\n\u003Cp>Note: The composition of the S&P500 (USA) and the FTSE 100 (UK) stock markets are different and therefore they sometimes produce different results, which the UK saw in 2016 briefly. However in a more global economy and context the below graph still delivers the point that perhaps an economic rebalance is overdue.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fsp500-bull-markets-over-time.png\" alt=\"\" class=\"wp-image-18686\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.isabelnet.com\u002Fsp-500-history-of-u-s-bull-and-bear-markets\u002F\">\u003Cem>Source: Goldman Sachs – S&P 500 Bull & Bear Market History, 1900-2019.\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Looking back at the graph above, some economists had high hopes for a rebound in 2022 after the short-lived recession triggered by the pandemic, and for a while this seemed true by the end of 2021:\u003Cem> \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>2022 will be a critical year in which the imbalances wrought by the pandemic will likely begin to resolve. \u003C\u002Fp>\u003Ccite>Lisa Shalett – Chief Investment Officer, Wealth Management. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.morganstanley.com\u002Fideas\u002Finvestment-outlook-2022-hotter-business-cycle\">Source\u003C\u002Fa>.\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Despite things looking like they were back on the up in January 2022, from what we’ve seen so far this hasn’t been the case. The War in Ukraine, rising cost of living & energy crisis, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fec.europa.eu\u002Finfo\u002Fbusiness-economy-euro\u002Feconomic-performance-and-forecasts\u002Feconomic-forecasts\u002Fspring-2022-economic-forecast_en\">labour struggles\u003C\u002Fa>, further lockdowns in China and supply chain disruptions and the risk of stagflation are hammering growth. For many countries, \u003Ca href=\"https:\u002F\u002Fwww.worldbank.org\u002Fen\u002Fnews\u002Fpress-release\u002F2022\u002F06\u002F07\u002Fstagflation-risk-rises-amid-sharp-slowdown-in-growth-energy-markets\">recession will be hard to avoid\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As of June 2022, the S&P500 fell into a bear market with the stock market falling drastically from the previously positive outlook from January’s high.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1232\" height=\"702\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F07\u002Fbear-market-level-new-york-times.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18711\"\u002F>\u003Cfigcaption>\u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.nytimes.com\u002Flive\u002F2022\u002F06\u002F13\u002Fbusiness\u002Fstocks-bear-market\">Source: New York Times – ‘S&P 500 Falls Into Bear Market’\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>On the other hand, here in the UK, the FTSE100 has produced different results. Whilst it isn’t in a bear market \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.proactiveinvestors.co.uk\u002Fcompanies\u002Fnews\u002F985447\u002Fwhy-the-ftse100-isn-t-in-a-bear-market-yet-985447.html\">yet\u003C\u002Fa>, consumer confidence is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ft.com\u002Fcontent\u002Fde798aac-2162-42cd-baaf-2accf546762c\">weakening\u003C\u002Fa> overall. This fall in consumer confidence has been emphasised by the news coverage of a potential recession, leading to all-time low in brand loyalty also.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog is based on theory, studies and popular opinion. It doesn’t take into account \u003Cem>your\u003C\u002Fem> individual business’ current product demand, competitive action, staffing abilities or financial situation. Understandably, many businesses in the UK and those countries harder hit will be seeing decreased demand right now, and staff are likely to have been laid off across your supply chain. \u003C\u002Fp>\n\n\n\n\u003Cp>For the duration of this article, I’m putting aside the devastating humanitarian, personnel and HR impacts that both the cost of living crisis and a recession has and will have. I’m focusing only on marketing strategy, facts and the data that have come from previous recessions to make the case for continuing to invest and advertise through them. \u003C\u002Fp>\n\n\n\n\u003Cp>As is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2009\u002F04\u002Fhow-to-market-in-a-downturn-2\">often written\u003C\u002Fa> on the topic, “no two downturns are exactly alike” and as we’ve tired of hearing, we’ve been through, or are certainly in “unprecedented times”. However different this period is, there will always be similarities with other recessions: decreased consumer spending, lower market confidence, growing unemployment, less travel, fewer speculative business purchases and more.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"issues-with-the-current-sme-digital-advertising-landscape\">\u003Cstrong>Issues with the current SME digital advertising landscape\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Small and medium companies often don’t have the data density available to them that larger organisations are fortunate to have. With the additional data, PLCs and larger businesses can effectively analyse different attribution models and utilise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa>-driven analyses like econometric modelling. Without that data the analysis, even with non-last-click attribution, is somewhat limited (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fchanges-you-need-to-know-before-switching-to-google-analytics-4\u002F\">though improving\u003C\u002Fa>). \u003C\u002Fp>\n\n\n\n\u003Cp>This has been a growing disparity between enterprise and SME businesses. In many ways, with the late noughties fanfare around digital advertising and it being the answer to all businesses’ marketing problems, coupled with the rudimentary attribution tools available in the early days of internet advertising, it’s easy to see how inbound performance advertising has seen such growth. (In the early days, and until quite recently, the last touchpoint always took the credit for the sale – usually Paid Search). \u003C\u002Fp>\n\n\n\n\u003Cp>The result of this issue is that many firms, especially SMEs and those not in the enterprise space, are over-invested in performance paid media. By performance, here I refer to Paid Search and Paid Shopping activity — all bottom of the funnel advertising, far away from brand and audience building work. When the economy is on the up, or the company is running a price promotion, sales from performance channels are good, and incremental gains in these activities are to be celebrated. However, with little brand reinforcement during the marketing and sales experience, little residual brand equity and loyalty remain. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital advertising has grown exponentially over the last decade, of which Impression has been around for most of that period. We’ve also witnessed the steep growth of other brand eroders, such as shopping comparison sites, marketplaces and coupon affiliate sites just to name a few. \u003C\u002Fp>\n\n\n\n\u003Cp>That’s not to say each channel doesn’t have a place, or that I’m against \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">Paid Search\u003C\u002Fa> (clearly not the case!) but the important point here is that if we as marketers chase the final attribution channel (affiliate, Paid Search, coupons, remarketing, etc) then in a time where such advertising is pulled back, then there’s no fallback in place. \u003C\u002Fp>\n\n\n\n\u003Cp>In this article, I want to make the argument for branded display and video advertising (often simplified to just \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">‘programmatic display’\u003C\u002Fa>), and I suggest that now is the time that your business might strategically use it to grow your share of voice in your market.  \u003C\u002Fp>\n\n\n\n\u003Cp>As a quick aside, check out \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fadidas-marketing-effectiveness\u002F\">this telling article\u003C\u002Fa> by Simon Peel, global media director at Adidas, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">read here\u003C\u002Fa> (premium) the recommendation of infamous \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">Peter Field on his “60\u002F40” rule\u003C\u002Fa>, weighted in 60% brand 40% performance of budget allocation. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>We had an understanding it was digital advertising driving ecommerce sales and as a consequence we were over-investing.\u003C\u002Fp>\u003Ccite>Simon Peel, Adidas. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fadidas-marketing-effectiveness\u002F\">Source\u003C\u002Fa>.\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"advertising-in-a-recession\">\u003Cstrong>Advertising in a recession \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Henry Ford is frequently quoted saying “a man who stops advertising to save money is like a man who stops a clock to save time” and this has time and time again been proven true. In fact there are numerous analyses of individual studies, following some of the developed world’s most recent and famous recessions. A great roundup is \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.consterdine.com\u002Farticlefiles\u002F79\u002Fppai_adv_in_rec.pdf\">available here by Guy Consterdine\u003C\u002Fa> in which he reviews 9 studies and makes reference to many more. (These are really worth a read – it’s a short PDF.)\u003C\u002Fp>\n\n\n\n\u003Cp>In just one example, ahead of the 2008 IPA seminar, marketing consultant Peter Field was able to show that during an economic downturn, brands whose marketing share of voice was higher than their share of market tended to grow their share of market. This was from a meta analysis of 880 case studies from the IPA Databank. He concluded that a share of voice increase of 10% during a recession resulted in a share of market growth in real terms of one percent. \u003C\u002Fp>\n\n\n\n\u003Cp>Consterdine (\u003Cem>emphasis mine\u003C\u002Fem>) noted that:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left has-text-color has-medium-font-size\" style=\"color:#107de6\">\u003Cem>“By modelling a series of scenarios, Field showed that when cutting budgets in a recession, the short-term improvement in profitability was rapidly overtaken by a severe decline in profitability in the medium and long term… Because of the partially lagged effect on sales of marketing investment, \u003Cstrong>the short-term result of cutting expenditure looks attractive for a short while but masks the considerable damage being done to longer-term profitability\u003C\u002Fstrong>”.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Peter Field in \u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">The Long and the Short of It\u003C\u002Fa>\u003C\u002Fem> famously argues that there are two communication types which impact many buying decisions. These being \u003Cstrong>Rational Messaging\u003C\u002Fstrong> – system 2 logical reasoning that requires attention and interest at the time of research, and \u003Cstrong>Emotional Priming\u003C\u002Fstrong> – long lasting system 1 triggers where marketing messages require less attention to absorb \u003Cem>and\u003C\u002Fem> which grows deeper after repeated exposure. \u003C\u002Fp>\n\n\n\n\u003Cp>When mapped like in the graph below, you can see over a period of time, Emotional Priming wins over any short term Rational messages — so get creative, consider wider advertising formats, and consider a long term brand building approach.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpeter-field-emotional-priming-vs-rational.png\" alt=\"\" class=\"wp-image-18685\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fpublications-reports\u002Fthe-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies\">\u003Cem>Source: Les Binet & Peter Field ‘The Long and Short of It: Balancing Short and Long-term Marketing Strategies\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Marketers should think twice when considering cutting budgets during a recession. Considering both the advertising lag and the impact of emotional priming in the long run, pauses or decreases in advertising budgets when share of voice can be bought at lower prices seem disingenuous. Time lag associated with advertising then means in the period following the downturn, the latent brand value is diminished. \u003C\u002Fp>\n\n\n\n\u003Cp>However, all decisions depend on the company’s ability to make such investments in the economic climate. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.data2decisions.com\u002F\">Data2Decisions\u003C\u002Fa> was also a frequent data publisher of studies following the last recession and was also present at the 2008 IPA Seminar. The graph below shows modelled reports on real companies who cut advertising and marketing budgets – in this example for one year – to demonstrate the time lag effect of advertising. What Data2Decisions stated was that a pause in advertising spend does provide a misleading short term boost in profitability however the time lag can take several periods to recover. Half the budget also took more than half the time to recover. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fdata-2-decisions-long-term-marketing-investment-recession-or-pandemic.png\" alt=\"\" class=\"wp-image-18684\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.data2decisions.com\u002Fbuilding-the-case\">\u003Cem>Source: Data2Decisions ‘Building the case for long-term advertising’\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"further-essential-reading-in-this-section\">Further essential reading in this section\u003C\u002Fh3>\n\n\n\n\u003Cp>In the links below, see further arguments and case studies from companies like De Beers in the ‘08 financial crisis recession. Read how advertising is always cut at a higher percentage than real GDP growth (well, contraction), and how share of market can be grown in recessions simply by holding ground and effectively growing your share of voice in the market simply due to competitors exiting. \u003C\u002Fp>\n\n\n\n\u003Cp>The general consensus across marketers more famous than me is; when the recession ends, your return on your marketing expenditures will be multiplied”: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhbr.org\u002F2009\u002F04\u002Fhow-to-market-in-a-downturn-2\">How to Market in a Downturn\u003C\u002Fa> – HBR \u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fbradadgate\u002F2019\u002F09\u002F05\u002Fwhen-a-recession-comes-dont-stop-advertising\u002F\">When A Recession Comes, Don’t Stop Advertising\u003C\u002Fa> – Forbes\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2021\u002F03\u002F19\u002Fprepare-for-recession\">How to Prepare Your Business to Withstand a (Potentially Upcoming) Recession\u003C\u002Fa> – WordStream\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadage.com\u002Farticle\u002Fopinion\u002Frecession-proof-marketing-5-strategies-cmos\u002F2419526\">Recession-proof marketing—5 strategies for CMOs\u003C\u002Fa> – AdAge\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Fadvertising-during-a-recession\u002F\">Advertising during a recession\u003C\u002Fa> – MiQ\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadage.com\u002Farticle\u002Fcmo-strategy\u002Fwhat-marketers-and-agencies-might-expect-if-recession-happens\u002F2195251\">What marketers and agencies might expect if a recession happens\u003C\u002Fa> – AdAge \u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Favekon.org\u002Fpapers\u002F1141.pdf\">The Role of Advertising during Recession\u003C\u002Fa> – Avekon\u003C\u002Fli>\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2020\u002F09\u002F24\u002Fmarketing-during-recession\">10 Essential Tips on Marketing During a Recession (+Why It’s Crucial)\u003C\u002Fa> – WordStream\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"digital-advertising-through-a-recession\">\u003Cstrong>Digital advertising through a recession\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now, of course, the above is general marketing theory and not necessarily \u003Cem>digital advertising\u003C\u002Fem>, by which I’m mostly now talking about paid advertising (search and display). \u003C\u002Fp>\n\n\n\n\u003Cp>Organic search engine advertising and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR,\u003C\u002Fa> although some it feeds inbound searcher intent like Paid Search advertising, is a longer term investment a brand should be investing in. As such, I wouldn’t class this as performance marketing. Organic search activity, with the time lags associated with it, should be a year-round investment, as I make the case for in the next section.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"digital-paid-performance-paid-search-social-display-and-video\">Digital Paid Performance, Paid Search, Social Display and Video\u003C\u002Fh3>\n\n\n\n\u003Cp>Paid Search advertising by its very nature \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fai.googleblog.com\u002F2012\u002F03\u002Fimpact-of-organic-ranking-on-ad-click.html\">is incremental\u003C\u002Fa> but in many cases does not cannibalise organic performance, where there is no comparable organic result for an ad query. In 2012, 50% of clicks on ads where a position 1 organic ranking was achieved were incremental in a study produced, ironically, by Google itself. Ad formats and the number of ads have changed since then, but it stands to reason that paid activity on Search still delivers approximately an additional 50% of incremental click throughs to your site. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Note, \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fresearch.google\u002Fpubs\u002Fpub37731\u002F\">\u003Cem>Nike’s study\u003C\u002Fem>\u003C\u002Fa>\u003Cem> as mentioned above placed significantly lower value on Paid Search but they arguably had a much larger brand than your average Google Ads advertiser.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Non performance activity, such as paid display, paid social and video advertising will not necessarily result in direct visits and direct purchases in the same way that performance advertising will do. However, this is more reminiscent of the studies observed in the 2008 IPA seminar where the outputs were familiarity and price insensitivity with a brand and its products and services. \u003C\u002Fp>\n\n\n\n\u003Cp>These channels, when crafted carefully, play on the emotional priming of a consumer and therefore are best suited to products and services that have longer decision making timespans, on products for the home, or more costly investments be that at home or work. Whilst in many cases these channels work with performance paid media, they can also work standalone. \u003C\u002Fp>\n\n\n\n\u003Cp>When paired with Paid Search, ensure your attribution model considers view-through conversions and longer look-back windows to account for display, social and video in the initial touchpoint. \u003C\u002Fp>\n\n\n\n\u003Cp>WordStream has broken down data from Google to create an article for the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2015\u002F05\u002F21\u002Fhow-much-does-adwords-cost\">average cost for Google Ads & Trends\u003C\u002Fa> and a benchmark for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2022\u002F05\u002F18\u002Fsearch-advertising-benchmarks\">Google Ads & Microsoft ads across industry for 2022\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>With better attribution tools now available to small and medium enterprises, the subsequent over-investment in Paid Search now becoming apparent, and the cheaper clicks and views now available in the current economic downturn, all as discussed above in this article, I am making the argument that:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#107de6;font-size:22px\">\u003Cem>Now is the time SME advertisers should be diversifying their paid media strategy beyond Paid Search, building prospecting audiences, and taking this period of lower cost to connect with their future customers more. \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Paid Search activity should continue at levels where performance isn’t diminishing but beyond that paid display, paid social media, and perhaps even some YouTube video advertising is the next logical step. \u003C\u002Fp>\n\n\n\n\u003Cp>Some simple steps, and our current advice, for paid media campaigns in the current climate are; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Ensure your call to actions are relevant for the current economic climate. \u003C\u002Fli>\u003Cli>Test your creative. Edit your message. Make your creative work harder for you.\u003C\u002Fli>\u003Cli>If you expect delays in shipping or availability, don’t make ad copy promises that cannot be kept.\u003C\u002Fli>\u003Cli>Remain authentic; customers are people too, and will understand changes in your proposition. \u003C\u002Fli>\u003Cli>Check in on the effectiveness of your social\u002Fsearch audience matching, now more users are using home devices, or work devices at home. The line between work and home life is blurring and that may be beneficial for audience targeting. \u003C\u002Fli>\u003Cli>Review your attribution modelling, and look at the impact of assisted and view-through conversions to get a wider view on where your sales\u002Fleads are coming from. \u003C\u002Fli>\u003Cli>Ensure you are maximising opportunity within your existing performance campaigns that may be capped, look for dropping cost per clicks, or increased search volumes.\u003C\u002Fli>\u003Cli>Ensure that you’re making your product or service offer accessible. If anything the last few years has taught us is that digital transformation should be a key part of your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Where possible, your product should be easy to access online, or at least you should have a more accessible version of an offline-focused product\u002Fservice.\u003C\u002Fli>\u003Cli>Launch into more display, social and video activity as soon as you can, whilst visibility is cheap and your competitors may be paused. \u003C\u002Fli>\u003Cli>Reach out to your Google and Facebook reps for more industry information, or get in touch with our team to help you do so.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"organic-media-seo-and-online-pr\">Organic media, SEO and Online PR\u003C\u002Fh3>\n\n\n\n\u003Cp>When it comes to SEO investments in recessions, or specifically during this current cost of living crisis, the argument is similar. SEO as a channel naturally has time lags associated with its return on investment — this can be for many reasons, not least that it is dependent on so many third parties, including Google’s software. \u003C\u002Fp>\n\n\n\n\u003Cp>Investments in SEO will continue to rise over the coming years and competitor activity will only increase. The law of supply and demand tells us that the cost of appearing at the top of Google’s organic listings will increase simply because there is a limited supply of these position #1 locations. \u003C\u002Fp>\n\n\n\n\u003Cp>Competitor activity is therefore strong for almost all “head terms” — those being your most competitive and most profitable. \u003C\u002Fp>\n\n\n\n\u003Cp>Some simple steps, and our current advice, for SEO campaigns in the current climate are; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Prepare your link building campaigns for the inevitable economic bounce back — get on the front foot early. \u003C\u002Fli>\u003Cli>Continue to build and consolidate optimised content on your website, as this work should be “always-on” anyway. \u003C\u002Fli>\u003Cli>Avoid short term reactive activity \u003Cem>unless\u003C\u002Fem> it fits with your business offer, in which case act quickly and sensitively to capitalise on the opportunity.\u003C\u002Fli>\u003Cli>Consider hygiene link building work rather than ‘hero’ link building work, considering the media is otherwise engaged in economic news (or in any period where the news focuses on long-term issues, i.e pandemic, crisis, etc).\u003C\u002Fli>\u003Cli>Consider ‘hero’ or ‘hub’ style content projects ready to launch prior to economic recovery, so you come out of the period stronger than before.\u003C\u002Fli>\u003Cli>Continue monitoring competitor activity and be sure to capitalise on any emerging gaps. Not all competitors will continue their investment in SEO over this period so it stands to reason some performance from this channel is up for grabs in a shooter period of time than usual. \u003C\u002Fli>\u003Cli>If your primary SEO task(s) may be hampered by resource or the news agenda due to the situation, take the opportunity to audit aspects of your SEO strategy that may not be the usual day-to-day focus, including local SEO presence and performance, E-A-T considerations, backlink audits, competitor audits and gap analysis.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-you-can-do-next\">\u003Cstrong>What you can do next\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you are currently considering decreasing your digital advertising activity, I would strongly recommend looking into the data presented here to understand whether or not your brand could stand to grow market share despite the circumstances. \u003C\u002Fp>\n\n\n\n\u003Cp>This is specifically useful for brands not currently engaged in paid display, social or video advertising, but also for those seeing increased performance opportunities in Paid Search & shopping, or those engaged in SEO. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital advertising will continue to bring its same benefits; measurability and exposure despite most social or economic issues, but with a lower cost at this particular point in time. \u003C\u002Fp>\n\n\n\n\u003Cp>Perhaps take some inspiration from the channel-specific activities mentioned above and consider how these can be rolled into your existing digital marketing planning. We, our partners, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftrends.google.com\u002Ftrends\u002Fstory\u002FUS_cu_zIUiXGABAACOWM_en_en-US\">Google\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mckinsey.com\u002Fbusiness-functions\u002Fgrowth-marketing-and-sales\u002Four-insights\u002Fhow-us-consumers-are-feeling-shopping-and-spending-and-what-it-means-for-companies\">McKinsey\u003C\u002Fa> are noting particular increases in the following categories, just to name a few;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Online gaming, streaming, media \u003C\u002Fli>\u003Cli>Consumer electronics, software and home entertainment\u003C\u002Fli>\u003Cli>Beauty and cosmetics\u003C\u002Fli>\u003Cli>Clothing, accessories & apparel (fashion)\u003C\u002Fli>\u003Cli>Fitness products and sports apparel\u003C\u002Fli>\u003Cli>Pet supplies\u003C\u002Fli>\u003Cli>Real estate\u003C\u002Fli>\u003Cli>Travel & Leisure\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Of course, if Impression can help you during these times, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to speak with our amazing team. \u003Cbr>\u003C\u002Fp>\n",false,"standard",[10,11,12,13,14],39,45,41,40,1,[],[17],108,[19,20,21,22,23,24,25,26,27,28,29,30],"post-5072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-pr","category-measurement","category-ppc","category-seo",{"page_content_modules":32,"hero":210},[33,161],{"acf_fc_layout":34,"reduced":35,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":35,"title":36,"content":6,"authors":37},"blog_post_content",true,"The power of digital advertising through economic uncertainty",[38],{"id":14,"path":39,"display_name":40,"job_title":41,"description":42,"avatar_url":43,"acf":44},"\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":41,"full_bio":45,"specialist_service_links":46,"photo":105},"\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",[47,64,76,86,96],{"page":48,"link_text":52},{"ID":17,"post_author":49,"post_date":50,"post_date_gmt":50,"post_content":51,"post_title":52,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":55,"to_ping":51,"pinged":51,"post_modified":56,"post_modified_gmt":56,"post_content_filtered":51,"post_parent":57,"guid":58,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":63},"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":65,"link_text":75},{"ID":66,"post_author":67,"post_date":68,"post_date_gmt":68,"post_content":51,"post_title":69,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":70,"to_ping":51,"pinged":51,"post_modified":71,"post_modified_gmt":71,"post_content_filtered":51,"post_parent":72,"guid":73,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":74},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":77,"link_text":80},{"ID":78,"post_author":49,"post_date":79,"post_date_gmt":79,"post_content":51,"post_title":80,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":81,"to_ping":51,"pinged":51,"post_modified":82,"post_modified_gmt":82,"post_content_filtered":51,"post_parent":83,"guid":84,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":85},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":87,"link_text":95},{"ID":88,"post_author":49,"post_date":89,"post_date_gmt":89,"post_content":51,"post_title":90,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":91,"to_ping":51,"pinged":51,"post_modified":92,"post_modified_gmt":92,"post_content_filtered":51,"post_parent":59,"guid":93,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":94},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":97,"link_text":100},{"ID":98,"post_author":49,"post_date":99,"post_date_gmt":99,"post_content":51,"post_title":100,"post_excerpt":51,"post_status":53,"comment_status":54,"ping_status":54,"post_password":51,"post_name":101,"to_ping":51,"pinged":51,"post_modified":102,"post_modified_gmt":102,"post_content_filtered":51,"post_parent":59,"guid":103,"menu_order":59,"post_type":60,"post_mime_type":51,"comment_count":61,"filter":62,"url_path":104},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":106,"id":106,"title":107,"filename":108,"filesize":109,"url":110,"link":111,"alt":51,"author":112,"description":51,"caption":51,"name":113,"status":114,"uploaded_to":59,"date":115,"modified":115,"menu_order":59,"mime_type":116,"type":117,"subtype":118,"icon":119,"width":120,"height":121,"sizes":122},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":123,"thumbnail-width":124,"thumbnail-height":124,"medium":125,"medium-width":126,"medium-height":127,"medium_large":128,"medium_large-width":129,"medium_large-height":130,"large":131,"large-width":132,"large-height":133,"1536x1536":134,"1536x1536-width":135,"1536x1536-height":136,"2048x2048":137,"2048x2048-width":138,"2048x2048-height":139,"post-thumbnail":140,"post-thumbnail-width":141,"post-thumbnail-height":142,"12_col":143,"12_col-width":144,"12_col-height":145,"default_landscape":146,"default_landscape-width":147,"default_landscape-height":121,"default_portrait":148,"default_portrait-width":121,"default_portrait-height":147,"6_col_and_margin_short":149,"6_col_and_margin_short-width":141,"6_col_and_margin_short-height":145,"11_col_and_margin":150,"11_col_and_margin-width":151,"11_col_and_margin-height":145,"9_col_rectangle":152,"9_col_rectangle-width":153,"9_col_rectangle-height":154,"11_col":155,"11_col-width":156,"11_col-height":145,"staff_image_696_600":157,"staff_image_696_600-width":120,"staff_image_696_600-height":121,"rectangular_thumbnail":158,"rectangular_thumbnail-width":159,"rectangular_thumbnail-height":160},"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":162,"reduced":35,"top_overlap":163,"bottom_underlap":163,"disable_observer":-1,"heading":164,"cta_text":165,"cta_link":166,"items":167},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[168,182,201],{"type_key":20,"title":169,"excerpt":170,"to":171,"postedAt":172,"readingTime":173,"image":174,"authors":175,"category":179},"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",[176],{"name":177,"image":178},"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":180,"name":181},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":183,"excerpt":184,"to":185,"postedAt":186,"readingTime":173,"image":187,"authors":188,"category":198},"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","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[189,192,195],{"name":190,"image":191},"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":193,"image":194},"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":196,"image":197},"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":199,"name":200},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":202,"excerpt":203,"to":204,"postedAt":205,"readingTime":173,"image":206,"authors":207,"category":209},"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. 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