[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Fwebinars\u002Fgoogle-and-impression-the-innovation-challenge":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"industries":9,"coauthors":10,"class_list":13,"acf":21,"head_links":196,"breadcrumbs":197,"head":209},"2020-06-03T11:00:00",{"rendered":6},"\n\u003Cp>In the ever-evolving world of digital marketing, there are many new trends and technologies to keep on top of and it’s easy for us, as digital marketers to have our heads turned by the newest innovations. Now more than ever, it’s vital to ensure that your marketing strategy is built on strong foundations, leveraging what’s already available before implementing the latest innovation as a solution. \u003C\u002Fp>\n\n\n\n\u003Cp>In this webinar, co-hosted with Google, guest speakers from both Google and Impression deliver talks outlining the fundamentals of digital marketing, giving actionable tips and advice on how your business can combine classic approaches with the newest tools and technologies.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"agenda\">Agenda:\u003C\u002Fh3>\n\n\n\n\u003Cp>10.00 – Welcome, Adam Bly of Impression\u003Cbr>10.05 – How to Drive Measurable Gains in Top of the Funnel Marketing, Laura Hampton, Head of Digital PR, Impression \u003Cbr>10.25 – Blending Automation with Creativity for Better Paid Performance, Liam Wade, Head of PPC, Impression\u003Cbr>10.45 – Full Funnel Marketing Solutions During Uncertain Times, Payal Pahalajani, Google\u003Cbr>11.00 – Live Q&A, Adam Bly of Impression\u003C\u002Fp>\n\n\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"details-of-the-talks-with-slides\">Details of the talks with slides:\u003C\u002Fh3>\n\n\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FLaura-Hampton_Light.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12434\" width=\"220\" height=\"220\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n\u003Ch2 class=\"has-huge-font-size wp-block-heading\" class=\"has-huge-font-size\" id=\"how-to-drive-measurable-gains-in-top-of-the-funnel-marketing\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>How to Drive Measurable Gains in Top of the Funnel Marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#080c1c\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Flaura-hampton\u002F\">Laura Hampton\u003C\u002Fa>, Head of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa>, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Creating compelling content isn’t easy. But in today’s marketing landscape, the ability to drive user engagement early on in the funnel is the differentiator between those businesses that grow today, and those that continue to thrive in the future.\u003C\u002Fp>\n\n\n\n\u003Cp>In this example-driven, actionable session, Laura will outline the fundamental benefits of an investment in digital PR and content marketing as a top-of-funnel activity, and how best to drive and measure gains made through a combination of micro and macro conversions alongside integrated channel strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>Expect to leave with a greater understanding of the broader benefits of digital PR and content marketing campaigns and actionable advice on how to drive higher returns and more measurable gains from your own investment.\u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002Fe\u002F2PACX-1vRUIk3tPpJ6wsfz4x62N3E6Fqh1yzofa4ea5W0L4ApJ57KyEr22wLJDFdJkDKA1qZZNJbg2KgpscvxQ\u002Fembed?start=false&loop=false&delayms=3000\" frameborder=\"0\" width=\"480\" height=\"299\" allowfullscreen=\"true\" mozallowfullscreen=\"true\" webkitallowfullscreen=\"true\">\u003C\u002Fiframe>\n\n\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FLiam-Wade_Light.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12436\" width=\"220\" height=\"220\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n\u003Ch2 class=\"has-huge-font-size wp-block-heading\" class=\"has-huge-font-size\" id=\"blending-automation-with-creativity-for-better-paid-performance\">\u003Cstrong>Blending Automation with Creativity for Better Paid Performance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#080c1c\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fliam-wade\u002F\">Liam Wade\u003C\u002Fa>, Head of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>We’re all looking to increase the efficiency of our paid activity and automation is at the top of that list, whether it is bidding & budgets, copy or even audience retargeting. \u003C\u002Fp>\n\n\n\n\u003Cp>However, just because we can automate something, it doesn’t mean that we should. Could your competitors be gaining an advantage by taking a more nuanced approach? We’re finding that a careful combination of automation and creativity are driving incremental gains for our clients and we’re excited to share some of the approaches we’ve been taking. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll demonstrate the spectrum from full automation to maximum creativity, and show you where each part of your strategy sits. You will see practical examples of how to take a balanced approach to efficiency vs agility, getting the most out of automation whilst applying creativity strategically to gain competitive advantage. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>We expect that you will leave the session with actionable takeaways to insert into your strategy immediately, alongside a greater understanding of the future implications for digital marketers. If you’re lucky, we might be sharing a script to help too!\u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002Fe\u002F2PACX-1vQGh8hFcQx2SWXxuGy62JipgSoMsgzJoNEynhWpRDk1QWvb4UFcpaLUuIu7a-tt7tnrqNgjZWH-Kg68\u002Fembed?start=false&loop=false&delayms=3000\" frameborder=\"0\" width=\"480\" height=\"299\" allowfullscreen=\"true\" mozallowfullscreen=\"true\" webkitallowfullscreen=\"true\">\u003C\u002Fiframe>\n\n\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cfigure class=\"wp-block-image size-full is-resized is-style-rounded\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FPayal.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11157\" width=\"220\" height=\"220\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:90%\">\n\u003Ch2 class=\"has-huge-font-size wp-block-heading\" class=\"has-huge-font-size\" id=\"full-funnel-marketing-solutions-during-uncertain-times\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>Full Funnel Marketing Solutions During Uncertain Times\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#080c1c\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>\u003Cmeta charset=\"utf-8\">Payal Pahalajani, Google\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>During these times of uncertainty, we understand that maximizing short-term ROI is more important than ever for business continuity. With guidance for awareness, action, measurement, creative and audience, these tips and tools highlight how ad formats and insights can help businesses of all sizes assess, pivot or invest smartly on Google Search, Display Ads and YouTube.\u003Cbr>\u003Cbr>In our discussion, we’ll explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Creative Considerations\u003C\u002Fli>\u003Cli>Messaging Considerations\u003C\u002Fli>\u003Cli>Driving Action\u003C\u002Fli>\u003Cli>Audience Considerations\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Head to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">our blog\u003C\u002Fa> for the latest news and updates in digital marketing or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today to speak to one of our digital specialists.\u003C\u002Fp>\n\n\n",[8],39,[],[11,12],11,164,[14,15,16,17,18,19,20],"post-2172","webinars","type-webinars","status-publish","has-post-thumbnail","hentry","category-digital-marketing",{"date__time":22,"partners":23,"gated":52,"watch_link":53,"page_content_modules":54,"hero":193},"03\u002F06\u002F2021 12:00 am",[24],{"logo":25,"link":32},{"ID":26,"id":26,"title":27,"filename":28,"filesize":29,"url":30,"link":31,"alt":32,"author":33,"description":32,"caption":32,"name":34,"status":35,"uploaded_to":36,"date":37,"modified":37,"menu_order":29,"mime_type":38,"type":39,"subtype":40,"icon":41,"width":42,"height":43,"sizes":44},12338,"Google-Logo-White","Google-Logo-White.svg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FGoogle-Logo-White.svg","\u002Fresources\u002Fwebinars\u002Flife-after-lockdown-the-reopening-of-retail\u002Fgoogle-logo-white\u002F","","12","google-logo-white","inherit",6682,"2021-11-02 12:49:56","image\u002Fsvg+xml","image","svg+xml","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",150,50,{"thumbnail":30,"thumbnail-width":45,"thumbnail-height":45,"medium":30,"medium-width":46,"medium-height":46,"medium_large":30,"medium_large-width":47,"medium_large-height":48,"large":30,"large-width":47,"large-height":49,"1536x1536":30,"1536x1536-width":42,"1536x1536-height":43,"2048x2048":30,"2048x2048-width":42,"2048x2048-height":43,"post-thumbnail":30,"post-thumbnail-width":42,"post-thumbnail-height":43,"12_col":30,"12_col-width":42,"12_col-height":43,"default_landscape":30,"default_landscape-width":50,"default_landscape-height":51,"default_portrait":30,"default_portrait-width":51,"default_portrait-height":50,"6_col_and_margin_short":30,"6_col_and_margin_short-width":42,"6_col_and_margin_short-height":43,"11_col_and_margin":30,"11_col_and_margin-width":42,"11_col_and_margin-height":43,"9_col_rectangle":30,"9_col_rectangle-width":42,"9_col_rectangle-height":43,"11_col":30,"11_col-width":42,"11_col-height":43,"staff_image_696_600":30,"staff_image_696_600-width":42,"staff_image_696_600-height":43,"rectangular_thumbnail":30,"rectangular_thumbnail-width":42,"rectangular_thumbnail-height":43},640,200,700,1,370,800,600,false,"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=JD-nBBOohH4",[55,173],{"acf_fc_layout":56,"reduced":57,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":57,"title":58,"content":6,"authors":59,"date":4,"date__time":22,"gated":52,"form_title":-1,"form_button_text":-1,"confirmation_title":-1,"confirmation_body":-1,"industries":134,"watch_link":53},"webinar_content",true,"Google & Impression – the innovation challenge",[60],{"id":61,"path":62,"display_name":63,"job_title":64,"description":65,"avatar_url":66,"acf":67},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":64,"full_bio":68,"specialist_service_links":69,"photo":86},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[70],{"page":71,"link_text":85},{"ID":72,"post_author":73,"post_date":74,"post_date_gmt":74,"post_content":32,"post_title":75,"post_excerpt":32,"post_status":76,"comment_status":77,"ping_status":77,"post_password":32,"post_name":78,"to_ping":32,"pinged":32,"post_modified":79,"post_modified_gmt":79,"post_content_filtered":32,"post_parent":29,"guid":80,"menu_order":29,"post_type":81,"post_mime_type":32,"comment_count":82,"filter":83,"url_path":84},33,"98","2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 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We're finding that a careful combination of automation and creativity are driving incremental gains for our clients and we're excited to share some of the approaches we've been taking. We'll demonstrate the spectrum from full automation to maximum creativity, and show you where each part of your strategy sits. You will see practical examples of how to take a balanced approach to efficiency vs agility, getting the most out of automation whilst applying creativity strategically to gain competitive advantage. We expect that you will leave the session with actionable takeaways to insert into your strategy immediately, alongside a greater understanding of the future implications for digital marketers. If you're lucky, we might be sharing a script to help too! Full Funnel Marketing Solutions During Uncertain Times Payal Pahalajani, Google During these times of uncertainty, we understand that maximizing short-term ROI is more important than ever for business continuity. 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