[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search":3},{"date":4,"date_gmt":4,"content":5,"categories":7,"industries":9,"coauthors":10,"class_list":13,"acf":21,"head_links":201,"breadcrumbs":202,"head":213},"2021-05-05T11:00:00",{"rendered":6},"\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarketing-census-2021\u002F\">our own research\u003C\u002Fa>, paid media channels are predicted to be the most effective form of online marketing this year with a high proportion of businesses planning on increasing their investment in paid marketing tactics. \u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, and the fact that 87% of marketers agree that more people will shop online in 2021, it’s more important than ever to future proof your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">paid search\u003C\u002Fa> strategy to keep your business ahead of the competition. \u003C\u002Fp>\n\n\n\n\u003Cp>The paid search landscape is complex and there are constant changes and updates to be aware of and to keep up with. To help you stay ahead of the curve, PPC experts Greg Holland from Impression and Luke Milbourn from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.emma-mattress.co.uk\u002F\">Emma\u003C\u002Fa> team up to deliver a live webinar covering topics that will help you deliver a successful paid strategy in 2021 and beyond. Find out more about each of the talks below. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have any questions, email \u003Ca rel=\"noreferrer noopener\" href=\"mailto:greg.holland@impression.co.uk\">greg.holland@impression.co.uk\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"mailto:luke.milbourn@emma-sleep.com\">luke.milbourn@emma-sleep.com\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-speakers\">The speakers\u003C\u002Fh2>\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\u002FGreg-Holland_Light.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-12398\" 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:76.66%\">\n\u003Ch2 class=\"has-huge-font-size wp-block-heading\" class=\"has-huge-font-size\" id=\"preparing-for-googles-bmm-update-and-embracing-automation\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>Preparing for Google’s BMM update and embracing automation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#080c1c\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>Greg Holland, Senior PPC Strategist, Impression\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has recently announced that come July, BMM keywords will no longer be available, but the same matching functionality will be available through phrase match. This date will soon be upon us and digital marketers must take action now to avoid being negatively impacted closer to the time. Greg’s session will cover exactly what this update means and ways that you can prepare for it. \u003C\u002Fp>\n\n\n\n\u003Cp>With the rise of automation, he’ll also share ways that you can adapt to Google’s new automated features, embracing this opportunity to dedicate more time to human strategy moving forwards.\u003C\u002Fp>\n\n\n\n\u003Cp>During Greg’s session, you’ll learn:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>What the BMM update entails and how to prepare for it\u003C\u002Fli>\u003Cli>How to structure campaigns for success\u003C\u002Fli>\u003Cli>How to embrace Google’s new automated features and optimise campaigns within an automated campaign set up\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#107de6\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FGreg-Holland-Impression-Futureproof-your-Paid-Search.pdf\">\u003Cstrong>Get your copy of Greg’s slides\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\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-style-rounded\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLukeMilbourn.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-7193\"\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:76.66%\">\n\u003Ch2 class=\"has-huge-font-size wp-block-heading\" class=\"has-huge-font-size\" id=\"when-is-it-worth-creating-a-keyword\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>When is it worth creating a keyword?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#080c1c\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>Luke Milbourn, Senior Performance Marketing Manager, Emma\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In Luke’s talk, you’ll learn: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>5 key questions to ask yourself when you’re considering creating a new keyword\u003C\u002Fli>\u003Cli>When to carry out an experiment vs an optimisation, and ways to mitigate risk \u003C\u002Fli>\u003Cli>Why it’s important to assess if a new keyword is worth your effort and reprioritising your time accordingly\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-text-color\" style=\"color:#107de6\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FLuke-Milbourn-Emma-Sleep-The-Key-to-Keywords.pdf\">\u003Cstrong>Get your copy of Luke’s slides\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n",[8],40,[],[11,12],11,164,[14,15,16,17,18,19,20],"post-2202","webinars","type-webinars","status-publish","has-post-thumbnail","hentry","category-ppc",{"date__time":22,"partners":23,"gated":52,"form_title":53,"form_button_text":54,"confirmation_title":32,"confirmation_body":32,"watch_link":55,"page_content_modules":56,"hero":198},"05\u002F05\u002F2021 11:00 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},12454,"emma","emma.svg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002Femma.svg","\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search\u002Femma-2\u002F","","12","emma-2","inherit",2202,"2021-11-02 16:09:44","image\u002Fsvg+xml","image","svg+xml","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",206,50,{"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,"Register here","Register","https:\u002F\u002Fyoutu.be\u002FBJ8F-q43U4k",[57,175],{"acf_fc_layout":58,"reduced":59,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":59,"title":60,"content":6,"authors":61,"date":4,"date__time":22,"gated":52,"form_title":53,"form_button_text":54,"confirmation_title":32,"confirmation_body":32,"industries":136,"watch_link":55},"webinar_content",true,"The future of paid search",[62],{"id":63,"path":64,"display_name":65,"job_title":66,"description":67,"avatar_url":68,"acf":69},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":66,"full_bio":70,"specialist_service_links":71,"photo":88},"\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",[72],{"page":73,"link_text":87},{"ID":74,"post_author":75,"post_date":76,"post_date_gmt":76,"post_content":32,"post_title":77,"post_excerpt":32,"post_status":78,"comment_status":79,"ping_status":79,"post_password":32,"post_name":80,"to_ping":32,"pinged":32,"post_modified":81,"post_modified_gmt":81,"post_content_filtered":32,"post_parent":29,"guid":82,"menu_order":29,"post_type":83,"post_mime_type":32,"comment_count":84,"filter":85,"url_path":86},33,"98","2020-03-12 15:00:28","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11","\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":89,"id":89,"title":90,"filename":91,"filesize":29,"url":92,"link":93,"alt":32,"author":33,"description":32,"caption":32,"name":94,"status":35,"uploaded_to":29,"date":95,"modified":95,"menu_order":29,"mime_type":96,"type":39,"subtype":97,"icon":41,"width":98,"height":51,"sizes":99},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","matthew-ahern_new2","2022-04-21 11:54:30","image\u002Fpng","png",696,{"thumbnail":100,"thumbnail-width":101,"thumbnail-height":101,"medium":102,"medium-width":46,"medium-height":103,"medium_large":104,"medium_large-width":105,"medium_large-height":106,"large":107,"large-width":108,"large-height":109,"1536x1536":110,"1536x1536-width":111,"1536x1536-height":112,"2048x2048":113,"2048x2048-width":114,"2048x2048-height":115,"post-thumbnail":116,"post-thumbnail-width":117,"post-thumbnail-height":118,"12_col":119,"12_col-width":120,"12_col-height":121,"default_landscape":122,"default_landscape-width":50,"default_landscape-height":51,"default_portrait":123,"default_portrait-width":51,"default_portrait-height":50,"6_col_and_margin_short":124,"6_col_and_margin_short-width":117,"6_col_and_margin_short-height":121,"11_col_and_margin":125,"11_col_and_margin-width":126,"11_col_and_margin-height":121,"9_col_rectangle":127,"9_col_rectangle-width":128,"9_col_rectangle-height":129,"11_col":130,"11_col-width":131,"11_col-height":121,"staff_image_696_600":132,"staff_image_696_600-width":98,"staff_image_696_600-height":51,"rectangular_thumbnail":133,"rectangular_thumbnail-width":134,"rectangular_thumbnail-height":135},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[137,139,141,143,145,147,149,151,153,155,157,159,161,163,165,167,169,171,173],{"value":138,"text":138},"Automotive",{"value":140,"text":140},"B2B",{"value":142,"text":142},"Creative",{"value":144,"text":144},"Energy",{"value":146,"text":146},"Fashion",{"value":148,"text":148},"Finance",{"value":150,"text":150},"FMCG",{"value":152,"text":152},"Health",{"value":154,"text":154},"Home Improvement",{"value":156,"text":156},"Luxury & Beauty",{"value":158,"text":158},"Manufacturing",{"value":160,"text":160},"Not for Profit",{"value":162,"text":162},"Professional Services",{"value":164,"text":164},"Retail",{"value":166,"text":166},"SaaS",{"value":168,"text":168},"Strategy",{"value":170,"text":170},"Sustainable",{"value":172,"text":172},"Technology",{"value":174,"text":174},"Travel",{"acf_fc_layout":176,"reduced":59,"top_overlap":177,"bottom_underlap":177,"disable_observer":-1,"heading":178,"cta_text":179,"cta_link":180,"items":181},"related_module","small","See more webinars","See all webinars","\u002Fresources\u002Fwebinars\u002F",[182,188,193],{"type_key":15,"title":183,"to":184,"date":185,"image":186,"type":187},"Marketing to Gen Z: Capturing and Converting the Digital Generation ","\u002Fresources\u002Fwebinars\u002Fmarketing-to-gen-z\u002F","07\u002F11\u002F2024 10:00 am","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F11\u002FFeatured-Image_Digital-Generation-2024.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750","Webinar",{"type_key":15,"title":189,"to":190,"date":191,"image":192,"type":187},"Driving ecommerce revenue growth beyond paid search","\u002Fresources\u002Fwebinars\u002Fdriving-ecommerce-revenue-growth-beyond-paid-search\u002F","27\u002F07\u002F2023 10:00 am","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002FGrowth-Beyond-Paid-Search.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"type_key":15,"title":194,"to":195,"date":196,"image":197,"type":187},"Programmatic advertising: Reach your audience in new moments","\u002Fresources\u002Fwebinars\u002Fintro-to-programmatic-advertising\u002F","24\u002F01\u002F2023 10:00 am","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FProgramatic-Advertising.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"type":199,"style":200,"heading":60,"title":187,"partners":23,"date":22},"webinar","dark",[],[203,206,209,211],{"path":204,"name":205},"\u002F","Home",{"path":207,"name":208},"\u002Fresources\u002F","Resources",{"path":180,"name":210},"Webinars",{"path":212,"name":60},null,{"title":214,"script":215,"meta":340,"link":380},"The future of paid search | Impression",[216],{"type":217,"key":218,"innerHTML":219},"application\u002Fld+json","yoast-json-ld",{"@context":220,"@graph":221},"https:\u002F\u002Fschema.org",[222,236,241,255,266,332],{"@type":223,"@id":224,"url":224,"name":214,"isPartOf":225,"primaryImageOfPage":227,"image":229,"thumbnailUrl":230,"datePublished":231,"dateModified":232,"breadcrumb":233,"inLanguage":235},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search\u002F",{"@id":226},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":228},"https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search\u002F#primaryimage",{"@id":228},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FalRiShRV-The-Future-of-Paid-Search.jpg?auto=compress%2Cformat&q=90","2021-05-05T11:00:00+00:00","2022-04-27T09:38:35+00:00",{"@id":234},"https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search\u002F#breadcrumb","en",{"@type":237,"inLanguage":238,"@id":228,"url":230,"contentUrl":230,"width":239,"height":240},"ImageObject","en-GB",906,360,{"@type":242,"@id":234,"itemListElement":243},"BreadcrumbList",[244,247,250,253],{"@type":245,"position":48,"name":205,"item":246},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":245,"position":248,"name":208,"item":249},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002F",{"@type":245,"position":251,"name":210,"item":252},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002Fwebinars\u002F",{"@type":245,"position":254,"name":60},4,{"@type":256,"@id":226,"url":246,"name":257,"description":32,"publisher":258,"inLanguage":238,"potentialAction":260},"WebSite","Impression",{"@id":259},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":261,"target":262,"query-input":265},"SearchAction",{"@type":263,"urlTemplate":264},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":267,"@id":259,"name":257,"url":246,"logo":268,"image":273,"sameAs":274,"@context":278,"email":279,"foundingDate":280,"legalName":281,"vatID":282,"description":283,"telephone":284,"address":285,"location":292,"areaServed":325},"Organization",{"@type":237,"inLanguage":238,"@id":269,"url":270,"contentUrl":270,"width":271,"height":272,"caption":257},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[275,276,277],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":286,"streetAddress":287,"addressLocality":288,"addressRegion":289,"postalCode":290,"addressCountry":291},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[293,302,314],{"@type":294,"name":295,"geo":296,"address":300,"photo":273,"telephone":301},"Place","Impression Digital - Nottingham",{"@type":297,"latitude":298,"longitude":299},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":286,"streetAddress":287,"addressLocality":288,"addressRegion":289,"postalCode":290,"addressCountry":291},"+44 01158 242 212",{"@type":294,"name":303,"geo":304,"address":307,"photo":312,"telephone":313},"Impression Digital - London",{"@type":297,"latitude":305,"longitude":306},"51.50237208377361","-0.09229841534284115",{"@type":286,"streetAddress":308,"addressLocality":309,"addressRegion":310,"postalCode":311,"addressCountry":291},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":294,"name":315,"geo":316,"address":319},"Impression Digital - New York",{"@type":297,"latitude":317,"longitude":318},"40.726722746949","-74.00527778220652",{"@type":286,"streetAddress":320,"addressLocality":321,"addressRegion":322,"postalCode":323,"addressCountry":324},"160 Varick St","New York","NY","10013","USA",[326,329,331],{"@type":327,"name":328},"Country","Worldwide",{"@type":327,"name":330},"GBR",{"@type":327,"name":324},{"@type":333,"@id":334,"name":60,"description":335,"thumbnailUrl":336,"uploadDate":231,"publisher":337,"embedUrl":338,"contentUrl":339,"url":224},"VideoObject","https:\u002F\u002Fwww.impressiondigital.com\u002Fresources\u002Fwebinars\u002Fthe-future-of-paid-search\u002F#video","According to our own research, paid media channels are predicted to be the most effective form of online marketing this year with a high proportion of businesses planning on increasing their investment in paid marketing tactics. With this in mind, and the fact that 87% of marketers agree that more people will shop online in 2021, it’s more important than ever to future proof your paid search strategy to keep your business ahead of the competition. The paid search landscape is complex and there are constant changes and updates to be aware of and to keep up with. To help you stay ahead of the curve, PPC experts Greg Holland from Impression and Luke Milbourn from Emma team up to deliver a live webinar covering topics that will help you deliver a successful paid strategy in 2021 and beyond. Find out more about each of the talks below. If you have any questions, email greg.holland@impression.co.uk or luke.milbourn@emma-sleep.com. The speakers Preparing for Google’s BMM update and embracing automation Greg Holland, Senior PPC Strategist, Impression Google has recently announced that come July, BMM keywords will no longer be available, but the same matching functionality will be available through phrase match. This date will soon be upon us and digital marketers must take action now to avoid being negatively impacted closer to the time. Greg’s session will cover exactly what this update means and ways that you can prepare for it. With the rise of automation, he’ll also share ways that you can adapt to Google’s new automated features, embracing this opportunity to dedicate more time to human strategy moving forwards. During Greg’s session, you’ll learn: What the BMM update entails and how to prepare for itHow to structure campaigns for successHow to embrace Google’s new automated features and optimise campaigns within an automated campaign set up Get your copy of Greg's slides When is it worth creating a keyword? Luke Milbourn, Senior Performance Marketing Manager, Emma In Luke’s talk, you’ll learn: 5 key questions to ask yourself when you’re considering creating a new keywordWhen to carry out an experiment vs an optimisation, and ways to mitigate risk Why it’s important to assess if a new keyword is worth your effort and reprioritising your time accordingly Get your copy of Luke's slides",[230],{"@type":267,"@id":259},"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FBJ8F-q43U4k","https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=BJ8F-q43U4k",[341,344,347,350,352,355,357,359,362,364,367,369,371,374,377],{"name":342,"content":343},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":345,"content":346},"og:locale","en_GB",{"property":348,"content":349},"og:type","article",{"property":351,"content":214},"og:title",{"property":353,"content":354},"og:description","According to our own research, paid media channels are predicted to be the most effective form of online marketing this year with a high proportion of businesses planning on increasing their investment in paid marketing tactics. With this in mind, and the fact that 87% of marketers agree that more people will shop online in […]",{"property":356,"content":224},"og:url",{"property":358,"content":257},"og:site_name",{"property":360,"content":361},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":363,"content":232},"article:modified_time",{"property":365,"content":366},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FalRiShRV-The-Future-of-Paid-Search.jpg?auto=compress%2Cformat",{"property":368,"content":239},"og:image:width",{"property":370,"content":240},"og:image:height",{"property":372,"content":373},"og:image:type","image\u002Fjpeg",{"name":375,"content":376},"twitter:card","summary_large_image",{"name":378,"content":379},"twitter:site","@impressiontalk",[]]