Not at all - it has simply evolved. While "0-click" searches (where users get answers directly from an AI overview) are increasing, the focus for 2026 must shift towards brand authority. To remain competitive, businesses need to prioritise "grounding" their data. This means doubling down on on-site basics like structured tables and clear headings, while simultaneously building off-site trust through news coverage and user-generated content (UGC) so that AI models recognise your brand as a reliable source.
" } }, { "@type": "Question", "name": "Should I still be wary of the \"black box\" nature of Performance Max (PMax)?", "acceptedAnswer": { "@type": "Answer", "text": "The "black box" is starting to open. 2025 was a turning point where Google finally provided the transparency advertisers have been asking for, including better placement insights and search term reporting. While PMax still relies heavily on automation, we now have the data to make informed creative and strategic decisions rather than just letting the algorithm run unchecked. For 2026, it is becoming a much more viable tool for lead-generation businesses, provided it is managed with a keen eye for detail.
" } }, { "@type": "Question", "name": "With TikTok becoming a search engine, should I move my Google Search budget there?", "acceptedAnswer": { "@type": "Answer", "text": "It’s not about replacing one with the other, but rather understanding the different types of user intent. TikTok has matured into a platform where 57% of users are actively searching for advice and recommendations, making it a powerful mid-funnel player. However, Google still dominates high-intent, immediate-action searches. The best strategy for 2026 is a diversified approach: use TikTok for evergreen, informative content that captures attention, and Google to capture the final conversion.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns Markdown URL: https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns/index.md --- title: "3 Google Tools To Inspire Creative For YouTube Campaigns" description: "Google has 3 tools at advertisers' disposal that help to inspire engaging creative for YouTube PPC Campaigns; Think with Google, Google Trends & Google Surveys." canonical: "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_tools_creative.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # 3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns Effectively managing bids, audiences, and placements is crucial for the success of a YouTube PPC campaign. However, just as important is producing engaging [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 21 March 2022 3 minute read  ## Listen to this article Your browser does not support audio playback. **Effectively managing bids, audiences, and placements is crucial for the success of a YouTube PPC campaign. However, just as important is producing engaging creatives that will grab your audience’s attention and spread your brand voice.** Because there are many different ways to create videos for YouTube campaigns, it’s essential to understand industry trends and get insights from data-based sources before making random videos. In this blog, we recommend 3 Google tools that you should consider if you want maximise the performance of your YouTube PPC video creatives. **1. Think With Google** [Think With Google](https://www.thinkwithgoogle.com/) is a platform that compiles and releases a massive amount of Google research and data for free to anyone on the internet. This type of information can be vital for inspiring engaging video creative for YouTube PPC campaigns. It’s a robust resource where you can find articles, papers and guides about many different themes from [consumer insights](https://www.thinkwithgoogle.com/consumer-insights/) to [valuable tools](https://www.thinkwithgoogle.com/tools/), and a great place to look for reliable [data and trends](https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-trends/trending-visual-stories). [Future marketing perspectives](https://www.thinkwithgoogle.com/future-of-marketing/) and [marketing strategies’ case studies](https://www.thinkwithgoogle.com/marketing-strategies/) can also be found on their website. If you haven’t seen it yet, we recommend checking out their article on [YouTube wins in 2021 and trends for 2022](https://www.thinkwithgoogle.com/marketing-strategies/video/2021-youtube-trends/). **2. Google Trends** If you want to find out what people in the world are searching for on Google (and that’s a great way to find trending topics that can inspire YouTube PPC creatives, by the way), the best place to do so is on [Google Trends](https://trends.google.com/trends/?geo=GB). This tool provides access to a significant sample of real Google searches in an anonymous and grouped way. Of course, that means you won’t know who searched for that specific term, but you will have information about themes that a large group of people have been interested in at a particular period of time. For example, if you are a candle company, you can enter a topic like “candles” and find which related queries have increased search volume anywhere in the world in the last 12 months. With that information in hand, you can get inspiration on which to base your creatives, ensuring you will be producing content users are genuinely interested in. **3. Google Surveys** Surveys are also an effective method for understanding what your audience’s interests are and making data-informed decisions. It’s a great way to test video topics and use the feedback to adapt and tailor themes. With [Google Surveys](https://surveys.withgoogle.com/) it’s possible to get answers from real people in your audience, with prices starting at 10¢ per completed survey. You can ask up to ten questions at a time and target your audience based on location and device usage, for example. Final results can be returned in three days, and Google provides detailed graphs and charts that make feedback analysis a quicker and more manageable task. **To sum up…** Don’t just “guess” what people find engaging, make use of these tools, do your research, and maximise the performance of your YouTube campaigns. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [What Does an Effective PPC Account Structure Look Like in 2022? To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) [A Few Things That Affect Your Google Ads Quality Score This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) [5 PPC Trends For 2022 Google has gradually increased their push on AI over the last few years as it continues to evolve throughout PPC landscape. AI today will likely look vastly](https://cleandigital.co.uk/blog/5-ppc-trends-for-2022) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns#blogposting", "url": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns" }, "headline": "3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns", "description": "Google has 3 tools at advertisers' disposal that help to inspire engaging creative for YouTube PPC Campaigns; Think with Google, Google Trends & Google Surveys.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_tools_creative.png" ], "datePublished": "2022-03-21T12:00:00.000Z", "dateModified": "2022-03-21T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "YouTube" ], "articleSection": [ "Tips", "Google Ads", "Google Display Network" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns", "item": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/5-ppc-trends-for-2022 Markdown URL: https://cleandigital.co.uk/blog/5-ppc-trends-for-2022/index.md --- title: "5 PPC Trends For 2022" description: "With a new year comes new opportunities across the PPC landscape. We've collated the top 5 PPC trends that will stand out in 2022." canonical: "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Top_5_tips_for_ppc_in_2022.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # 5 PPC Trends For 2022 Google has gradually increased their push on AI over the last few years as it continues to evolve throughout PPC landscape. AI today will likely look vastly [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) 12 January 2022 3 minute read  ## Listen to this article Your browser does not support audio playback. ## With a new year comes new opportunities across the PPC landscape. Below are the 5 PPC trends that will stand out in 2022. ## 1. Artificial Intelligence Google has gra dua ll y incre ased their push on AI over the last few years as it continues to evolve throughout PPC landscape. AI today will likely look vastly different from the AI in 2023, but currently Google allows us to use it through: - [Smart bidding](https://support.google.com/google-ads/answer/7066642?hl=en-GB) - Analyse performance - Optimise unsuccessful keywords - Suggest long tail keywords - Build the strongest [responsive search ads (RSAs)](https://support.google.com/google-ads/answer/7684791?hl=en-GB) - Create [dynamic search ads (DSAs)](https://support.google.com/google-ads/answer/2471185?hl=en) It is likely that, as AI is integrated across your PPC platforms, 2022 is the year where you see how it can enhance your marketing. ## **2. Utilise First Party Data** 2021 was the year where Apple, Google and Facebook limited the data available to advertisers but 2022 looks to be the year where we see its affects. As people wise up to data collection and the importance of data privacy, companies will look to focus on ethical and acceptable first party data. When the transition is made, you will end up with more reliable and effective data that can really influence the customer experience while also making it easier to comply with any future changes to GDPR. While the change from a third party data focus to first cannot be done overnight, it is worthwhile starting the process now with the aim to complete it by the end of the year. ## **3. Importance of Testing** Inline with the discussed improvements to automation and AI, 2022 appears to be the year for testing and accepting the risks that are associated with it in order to gain competitive edge and utilise new opportunities. Adapting to changes within the PPC landscape is vital, therefore testing is a must while being rigid to your current methods and believing they will stand the test of time will get you nowhere. Whether this be testing your success across a new ad platform, exploring what social media has to offer or putting new/unsuccessful campaigns in the hands of Google’s automation, enhance your marketing strategy this year. ## **4. Responsive Search Ads** In June 2022, every business will no longer be able to set up [expanded text ads (ETAs)](https://support.google.com/google-ads/answer/7056544?hl=en). We have known about this one for a while, but the deadline for ETAs is now fast approaching which makes it increasingly important that ads are switched over to responsive text ads (RSAs). Although previously created ETAs will still work and serve, you will no longer be able to create new ones or edit old ones. This, means that RSAs should be your default type going forward. RSAs work fairly similar to ETAs, however, Google uses multiple headlines & descriptions to create several rotating ads and, depending on your settings, optimises to the stronger performers. ## **5. Improve your mobile presence** Despite it being more than a decade since the creation of the first smart phone, many companies still do not have a website that is friendly to mobile users. This is a big issue as, no matter how good your PPC management is, if your customer’s website experience is poor then all your efforts will be in vain. With more and more impressions coming from mobile users, accessibility for users is now a necessity. It is important to make sure that your website is user friendly on mobile which, in turn, will have a positive effect on your overall customer experience and conversion rates. Article author ## David Dye Contributor David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about [Amazon advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising), PPC automation and using [changes in customer demand](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) to plan campaigns. [More articles by David Dye](https://cleandigital.co.uk/blog/authors/david-dye) ## Share this article ## Related articles [10 Ad Extensions To Boost Your Google Search Ads Failing to use ad extensions on Google Search Ads is one of the biggest mistakes made by inexperienced advertisers. Extensions are extra relevant information](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) [What Does an Effective PPC Account Structure Look Like in 2022? To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) [3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns Effectively managing bids, audiences, and placements is crucial for the success of a YouTube PPC campaign. However, just as important is producing engaging](https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022#blogposting", "url": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022" }, "headline": "5 PPC Trends For 2022", "description": "With a new year comes new opportunities across the PPC landscape. We've collated the top 5 PPC trends that will stand out in 2022.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Top_5_tips_for_ppc_in_2022.png" ], "datePublished": "2022-01-12T12:00:00.000Z", "dateModified": "2022-01-12T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "David Dye", "url": "https://cleandigital.co.uk/blog/authors/david-dye", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp", "jobTitle": "Contributor", "description": "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC automation and using changes in customer demand to plan campaigns." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC trends for 2022" ], "articleSection": [ "Tips" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "5 PPC Trends For 2022", "item": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns Markdown URL: https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns/index.md --- title: "5 Tips for Christmas Campaigns" description: "Here are 5 top tips for your Christmas campaigns to get them off to the best start. The earlier you can start planning, the better." canonical: "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/christmas_campaign_tips.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # 5 Tips for Christmas Campaigns It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 18 October 2021 3 minute read  ## Listen to this article Your browser does not support audio playback. It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you have started... or not, here are 5 tips to check out before launch. ## Last Christmas Were you running Christmas campaigns last year? If so, how did they perform? Take some time to analyse your data to see which campaigns and products performed well, when the majority of sales took place, and whether they were completed on mobile or computers. It’s important to check last years’ campaigns to see if you can build upon similar successes, or whether you need a brand new approach. ## Planning With Plenty Time To Spare If you are sending items out to customers, when is the last date for your company to guarantee delivery for Christmas? Using this date and working backwards could give you a good idea of when the main focus of your festive campaigns should be. Also bear in mind that CPCs will increase as we get closer to Christmas, so prepare your budget accordingly. With the increase in interest over the weeks to Christmas, it’s vital to make sure that your website can handle the surge in traffic! Check that your site is optimised for mobile, as shoppers prefer to browse gift ideas and more on their phones. The idea should be that the purchasing experience as smooth as possible. ## Understanding Your Target Audience No matter who might be in your target audience, they are still likely to do online shopping in preparation for the festive season, and will be expecting promotions at this time of year too. Take a bit of time to check your target audience, has it changed over the past year? Decide on what imagery or headlines would suit the different segments of your audience. Whether it’s for new or existing customers, you can create a few different campaigns to target people in different stages of the buying funnel. If this is your first time running Christmas campaigns, it can also be a good idea to try some A/B experiments early on, and see which versions to focus on closer to Christmas. ## Remarketing Across Platforms In general, although more so in the festive season, as there can be a prolonged conversion window, shoppers add items to cart and then don’t complete checkout. So you need to remind them to complete their purchase and get your product under their Christmas tree. Your remarketing campaigns can be via Google Ads search and display, or via Facebook and Instagram. Set up a 30-day remarketing audience on Analytics, check your Facebook pixel is working properly so you can set up one on Facebook too. ## And Once Christmas Is Over? Stop! Maybe don’t be so quick to switch off promotional campaigns. Lots of people might have received vouchers and money as gifts, and are often looking to use them immediately. Swap out your Christmas campaigns for more post-festive themes for a few weeks, especially if you have any January sales and promotions planned. This decision is up to you, so make sure your budget covers this extended festive period if needed. Get planning, and happy holidays! Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [Responsive Search Ads: Why You Should Start Using Them ASAP If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs)](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) [Number 1 In The Search Results: Is This Really The Best Place To Be? Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) [10 Ad Extensions To Boost Your Google Search Ads Failing to use ad extensions on Google Search Ads is one of the biggest mistakes made by inexperienced advertisers. Extensions are extra relevant information](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns#blogposting", "url": "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns" }, "headline": "5 Tips for Christmas Campaigns", "description": "Here are 5 top tips for your Christmas campaigns to get them off to the best start. The earlier you can start planning, the better.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/christmas_campaign_tips.png" ], "datePublished": "2021-10-18T11:00:00.000Z", "dateModified": "2021-10-18T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "christmas campaigns" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "5 Tips for Christmas Campaigns", "item": "https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display Markdown URL: https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display/index.md --- title: "A Beginner's Guide To Remarketing For Display" description: "Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours." canonical: "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/remarketing_for_display.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # A Beginner's Guide To Remarketing For Display Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 28 July 2021 5 minute read  ## Listen to this article Your browser does not support audio playback. ## A Beginner’s Guide to Remarketing for Display - Overview of Remarketing/Retargeting - Types of Retargeting - Remarketing Lists (Who to target?) - Remarketing For Display (GDN) - Training Recap ## What is Remarketing? Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we refer to remarketing in the digital sphere, is actually the process of Retargeting, where we implement pixels on sites to capture the behaviour of a user online to better understand what they are doing on your site, which products or services that they engage with/read about, and ultimately whether their visit results in a conversion. Overall, Remarketing encapsulates all activity related to reaching people again with a marketing message, whether that be Offline, through Email, Social Media, or by Phone, for our purpose here we will be focusing specifically on retargeting. To begin with, you will need to look at creating ‘lists’ of users based on specific actions that they either take, or don’t take on-site, or by segmenting them based on their online behaviours to effectively allocate users into separate audience buckets that we can devise a range of more unique or specifically targeted messaging/offerings in the future to drive them to converting. ## Types of Remarketing/Retargeting ### _Retargeting (Off-Site)_ - Search engine queries - Content consumed/sites visited - Reached a Specific Landing Page - Target based on interests similar to your existing customers ### _Retargeting (On-Site)_ - Products viewed, actions taken, or exit pre-conversion - Inbound events - Interaction with email marketing ### _Remarketing Lists_ Remarketing lists are a collection of website visitors or app users gathered by snippets of code added to your site or app (or partner sites/apps). When you create a list, you set rules for when visitors or users should be added to a specific list. You can then use these lists to allow you to better segment your audience targeting, and potentially serve more relevant advertisements to audiences at different stages in the consumer journey. Examples of the kinds of things that you would break down lists by could be: - Dwell time on-site (pages / session duration) - Desirable actions made on site (clicks a button, visits a target page, downloads a sales document). - Basket additions/Checkout page reached, but no checkout In order to be able to utilise your marketing lists on Google, there are some requirements in terms of size - Google Display Network - Must have a minimum of 100 active visitors or users within the last 30 days - Google Search Network - Must have a minimum of 1,000 active visitors or users within the last 30 days. - YouTube - Same as Search Network (above) - Gmail Ads - Must have a minimum of 1,000 active visitors or users within the last 30 days in the Display network. - Discovery Ads - Must have a minimum of 1,000 active visitors or users within the last 30 days Given the above size requirements, online remarketing activity can be assisted by running other marketing activities, or promotions in order to incentivise users to use your site and therefore feed into your Remarketing audiences/buckets, and it is important that you have a strong idea of what kind of audiences you may want to retarget in the future so that you can correctly set up your audiences (as you aren’t able to retrospectively allocate users into these audiences). Having a wide range of Remarketing audiences allows you to have a strong idea of how your remarketing campaigns are performing, and give you the potential to adjust your bids based on any specific metrics that you may be focused on going after. ### _Remarketing For Display_ Perhaps the easiest entry to testing remarketing is through the Google Display Network (GDN). By creating/defining your first retargeting audiences in Google Analytics, this will allow for the audiences to begin ‘populating’, or have users added to them. Once you have satisfied the requirements for minimum active visitors (100 active visitors/users in the last 30 days), you can begin to serve Display ads to these lists by creating a Display campaign within Google Ads. By beginning with a low daily budget to begin with, this should allow you to gauge the volume of impressions that you can serve through the campaigns on a daily basis, and then you can amend your CPM bids and overall budget based on what you feel comfortable with. By building out a few different ad variations, and potentially splitting your campaigns by alternative audience groups, this allows you to trial what is the most effective messaging to drive conversions from these audiences. It’s important to remember that this won’t be these users first interaction with your brand, and that you can potentially use this to your benefit in building on your initial brand-building spend and efforts to guide them further along in their conversion journey, and ideally improve your conversions overall. ## Training Recap So now we have covered what the process of Remarketing/Retargeting is, and how you can trial this in your ads accounts, now is the time to get your thinking caps on and work out what kinds of users you want to trial remarketing for, and to create your first Remarketing Audience Lists. Before all of this, it’s important to check whether you have the correct setup of pixels/tagging on-site to ensure that you are correctly tracking what is happening on your website. Once this has been implemented you can then build your audiences to allow them to populate and trial your first Remarketing campaign. If you’re not happy with the performance of the ads/audiences that you have, there is always the potential to amend your bid adjustments and upweight/downweight your bids across audiences, amend your copy or ads, or split audiences into more defined remarketing campaigns for targeting with specific copy or offers. Good luck! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Store GCLIDs In A Google Sheets Document With GTM Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) [Responsive Search Ads: Why You Should Start Using Them ASAP If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs)](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) [5 Tips for Christmas Campaigns It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display#blogposting", "url": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display" }, "headline": "A Beginner's Guide To Remarketing For Display", "description": "Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/remarketing_for_display.png" ], "datePublished": "2021-07-28T11:00:00.000Z", "dateModified": "2021-07-28T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "remarketing" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "A Beginner's Guide To Remarketing For Display", "item": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score Markdown URL: https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score/index.md --- title: "A Few Things That Affect Your Google Ads Quality Score" description: "There are a few things that affect your Google Ads quality score, including ad relevancy, keywords, CTR (click-through-rate) & landing page." canonical: "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Quality_score_neon.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # A Few Things That Affect Your Google Ads Quality Score This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 27 April 2022 3 minute read  ## Listen to this article Your browser does not support audio playback. **This is something to check on your search campaigns each month as changes to the campaigns could cause your [quality score](https://ads.google.com/intl/en_uk/home/resources/improve-quality-score/#:~:text=1.-,What%20is%20Quality%20Score%3F,for%20your%20keyword(s).) to fluctuate. The same goes for if there hasn’t been any changes in months, as Google might review the data and decide that the information provided is not as relevant as it once was.** 3 main factors are used when calculating the overall quality score, and these are: Keywords, Ads, and Landing Page. These are analysed for relevance, search intent, and user experience, and calculated to assign a score of 1-10. Having a good quality score is good for you, cost per click decreases and leads and sales increase, as well as for the user, as they are being served useful ads, and being directed to informative and easy-to-use pages. **Keywords** - Divide your keywords into manageable ad groups of similar themes. - Check on low-performing keywords every few months. If keywords haven’t had a single impression or click in 6 months, then consider pausing them. **Ads** - Try not to repeat the information through too many assets. - Make sure your headlines contain some of the keywords from your ad group. - If your ads have a low CTR, those ads probably haven’t had much relevancy for users. Check your assets and see what headlines and descriptions are in need of an update. **Landing Page** The landing page experience can be split into 2 factors: - Page Speed - User Experience These checks will make sure there is a strong link from keywords to ads to landing page, and provide more relevancy for users. Finding time to audit quality scores on accounts on a regular basis can be tricky, but it is worth it in the long run if you can improve performance for your clients or for yourself. Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns Effectively managing bids, audiences, and placements is crucial for the success of a YouTube PPC campaign. However, just as important is producing engaging](https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns) [What Does an Effective PPC Account Structure Look Like in 2022? To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) [How To Use Exclusions To Save Money On Google Display Ads Google Display ads are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score#blogposting", "url": "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score" }, "headline": "A Few Things That Affect Your Google Ads Quality Score", "description": "There are a few things that affect your Google Ads quality score, including ad relevancy, keywords, CTR (click-through-rate) & landing page.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Quality_score_neon.png" ], "datePublished": "2022-04-27T11:00:00.000Z", "dateModified": "2022-04-27T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Ads Quality Score" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "A Few Things That Affect Your Google Ads Quality Score", "item": "https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all Markdown URL: https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all/index.md --- title: "Account Level Negative Keywords: One List To Rule Them All" description: "Account level negative keyword lists are now available worldwide. This change helps advertisers manage their negative keywords more efficiently." canonical: "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Negative_Keyword_List.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Account Level Negative Keywords: One List To Rule Them All Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 13 July 2023 2 minute read  ## Listen to this article Your browser does not support audio playback. **Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their negative keywords more efficiently and improve their targeting accuracy.** Previously you had campaign level lists, and so had to manually apply the list to each campaign. This method increased the likelihood of human error, as one campaign or more could slip through the cracks. Negative keyword lists are useful in excluding irrelevant impressions and clicks for your brand, allowing campaigns to focus solely on the keywords that matter to your potential customers. Every click matters, and given that advertisers can only create a maximum of 20 negative keyword lists per account, you have to make sure to make them count. One difference between the negative keyword list types is that these new account level lists have a limit of 1,000 negative keywords, compared to the campaign level negative keyword lists of 5000 negative keywords. When you set an account-level negative keyword, it applies to all your eligible search and shopping campaign types, which includes Search, Performance Max, Shopping, Smart Shopping, Smart, and Local campaigns. Performance Max Shopping only allows account-level negative keyword lists currently, which can make it tricky when wanting to experiment with different campaign targeting. You are still able to add individual keywords at an ad group level directly via the search terms report and you are still be able to use the various match types within these new account level lists. By creating one list to rule them all, you can save time and ensure that your ads are only shown to the right people, improving the accuracy and effectiveness of your campaigns. And if you haven't done so already, consider creating an account-level negative keyword list for your Google Ads account to take advantage of this exciting feature. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Apply negative keywords to Performance Max Negative keywords protect Performance Max budget from irrelevant searches. Account-level and campaign-level controls should be reviewed alongside search themes and search-term reporting. [Performance Max negative keywords How we manage search themes, exclusions and brand traffic in Performance Max.](https://cleandigital.co.uk/performance-max-management) [Search campaign management Match types, search terms and maintained negative-keyword lists.](https://cleandigital.co.uk/search-campaign-management) ## Share this article ## Related articles [Google’s Display Network (GDN) – Why Should You Use It? What is GDN? Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites and apps as well as properties that belong](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it) [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP! Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) [Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all#blogposting", "url": "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all" }, "headline": "Account Level Negative Keywords: One List To Rule Them All", "description": "Account level negative keyword lists are now available worldwide. This change helps advertisers manage their negative keywords more efficiently.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Negative_Keyword_List.png" ], "datePublished": "2023-07-13T09:07:00.000Z", "dateModified": "2023-07-13T09:07:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Negative Keywords" ], "articleSection": [ "Features", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Account Level Negative Keywords: One List To Rule Them All", "item": "https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing Markdown URL: https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing/index.md --- title: "Advertising On Alternative Search Engines" description: "Advertising on alternative search engines is becoming increasingly beneficial to brands. New players like DuckDuckGo and Ecosia, are on the rise." canonical: "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Advertising_on_other_search_engines.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Advertising On Alternative Search Engines Other Than Google & Bing In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) 21 July 2022 5 minute read  ## Listen to this article Your browser does not support audio playback. **In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services that they are looking for. Whether you are a polished marketer or an everyday user, you will be aware of two of the main search engines for advertising: [Google](https://www.google.co.uk/) and [Bing](https://www.bing.com/).** **The Newcomers** In the past few years, we have seen a lot of new players come into the market and started to chip away from Google’s dominance. Some of those players, amongst the many, are [DuckDuckGo](https://duckduckgo.com/) and [Ecosia](https://www.ecosia.org/?c=en). The former has a strong focus on user privacy while the latter is a browser with a strong environmental focus as they have pledged to plant a tree with each user search. (Source: searchengineland.com) DuckDuckGo, in particular, has seen a meteoric rise. Last year, the company had announced that they had reached 100 million every day users; while in January this year, they have managed to hit 100 billion all time private searches. Google and [Apple](https://www.apple.com/uk/) have received a lot of pressure over consumer privacy which has led them to block third-party cookies from tracking users across the web. As a result, this same focus on privacy has allowed DuckDuckGo to grow at such a fast pace. Ecosia has also been growing steadily as it has reached 15 million users. As I am typing this, they have planted over 155 million trees and this number rises by the second with each user search. As a company they are also very transparent as one can easily view their revenue income generated by advertising on their website. Additionally, by saying _“We’re interested in trees, not your data”_ they claim to take pride in user privacy as well. Therefore, any client or business who is selling eco-friendly products could potentially benefit from advertising here due to the high-intent users who might be browsing there. This entrance of new players in the market and their rapid rise, raises the question on whether we should be incorporating them in our strategies. For instance, with the example of Ecosia, businesses who want to promote eco-friendly products could advertise on Ecosia and take advantage of the high intent of users who will be using this browser and promote their products there to generate an additional stream of revenue on top of that of Google’s and Bing’s. So far, neither of these two browsers has its own advertising platform. However, we can already serve ads on them and who knows? Maybe they grow large enough to develop their own platforms soon and dictate their own terms. In the meantime, I will briefly explain to you how to serve ads on these platforms. **But…how can we serve ads on these browsers?** Both browsers are still at relatively early stages and do not have their own platform like [Google Ads](https://ads.google.com/intl/en_uk/home/) or [Microsoft Ads](https://ads.microsoft.com/?fdmkt=en-gb&fdiso=gb&fdtz=0). However, advertisers can already serve ads on both these browsers via Microsoft Ads with the following steps: 1. Have a Microsoft Ads account to serve ads on 2. Select the campaign you want to run ads on these browsers 3. Select the Ad Group’s name 4. Click on the Settings option on your left 5. Scroll down and Click on Ad Distribution 6. Select the option “Bing, AOL, and Yahoo Syndicated Search partners only” Congrats! Your ads are now serving on DuckDuckGo and Ecosia. **What to be aware of and additional actions to take:** - Do the same changes, at an ad set level, on all the campaigns you want to be serving ads for - Ad URL exclusions on the websites you do not want to appear on or the costs might accumulate (keep reading to find out how) **How do I review performance?** Want to review performance and see where your ads have appeared? You can do this on Microsoft Ads by clicking on Reports > Dimensions > Basic > Publisher Website. This is where you can get a view on where your ads have been serving and how performance has been so far. This is also where you can download the list with all the websites you want to add in your URL exclusions. You will need to go to your ad set’s settings tab, go to exclusions and copy paste all the URLs of the websites you do not want to appear on. Be careful NOT to copy and paste DuckDuckGo, Ecosia or any other browser you DO want to be appearing on. **Conclusion** Google and Microsoft still control the lion’s share in the market. However, new players like DuckDuckGo and Ecosia, amongst others, have started to slowly chip away some of that market share. In terms of DuckDuckGo specifically, although it has been growing fast the past few years, the company still has a long way to go before reaching Google. However, its gradual growth has allowed it to start closing in towards platforms like Bing and soon where at which point, they may even be discussed in the same breath. Therefore, it would be good to, at least, start considering them when devising our marketing strategies as they may grow large enough to make a strong impact. Article author ## Emma Fairley Contributor Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about [Google Display](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), [alternative search engines](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) and voice search, and contributes platform news to Weekly Insights. [More articles by Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) ## Manage Microsoft Ads as a separate search channel A Google Ads import provides a starting point for Microsoft Ads. UET tracking, search terms, audiences, budgets and reporting still need Microsoft-specific management. [Microsoft Ads management Campaign imports, UET, LinkedIn profile targeting and separate reporting.](https://cleandigital.co.uk/microsoft-ads-management) [Search campaign management Query control, negative keywords and bidding across Google and Microsoft.](https://cleandigital.co.uk/search-campaign-management) ## Share this article ## Related articles [How To Use Exclusions To Save Money On Google Display Ads Google Display ads are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) [How To Track Campaign Performance Using UTMs So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) [A Few Things That Affect Your Google Ads Quality Score This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing#blogposting", "url": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing" }, "headline": "Advertising On Alternative Search Engines Other Than Google & Bing", "description": "Advertising on alternative search engines is becoming increasingly beneficial to brands. New players like DuckDuckGo and Ecosia, are on the rise.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Advertising_on_other_search_engines.png" ], "datePublished": "2022-07-21T11:00:00.000Z", "dateModified": "2022-07-21T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png", "jobTitle": "Contributor", "description": "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about Google Display, alternative search engines and voice search, and contributes platform news to Weekly Insights." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "advertising on alternative search engines" ], "articleSection": [ "Tips", "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Advertising On Alternative Search Engines Other Than Google & Bing", "item": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026 Markdown URL: https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026/index.md --- title: "AI Advertising in 2026: From Search to Discovery" description: "How Google, OpenAI and Meta are changing AI advertising in 2026, and where paid media teams should test search and discovery campaigns." canonical: "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ai-advertising-mnj3q.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026 While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 6 February 2026 5 minute read  ## AI has introduced a monumental shift in how people search, research, explore and arrive at decisions online, and for those of us working in PPC, the implications have been quietly building for some time. While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and commercial pressure would eventually force the question of monetisation, particularly with Google nipping at their heels. What we are now seeing is the early shape of that transition. Ads are not arriving all at once, and they do not resemble traditional search placements, but the direction of travel is becoming clearer. As digital marketers, we are paying close attention, aware that access to these environments will matter, but also that timing and execution will be critical. This blog aims to track the current state of **AI advertising**, investigating where platform capabilities stand today and how paid media teams should frame the next phase of discovery. ### Implications for 2026 As we move into 2026, AI advertising looks less like a sudden unlock and more like a period of careful experimentation. Monetisation is becoming unavoidable as these platforms scale, yet introducing ads into personal, conversational environments brings a different set of risks to those seen in search or social. Trust, user comfort and adoption all sit in a fragile balance, and 2025 showed how quickly assumptions can outpace reality. As a result, progress is likely to be measured and uneven, shaped by small pilots rather than broad rollouts, as platforms test where advertising can exist without undermining the experience. For advertisers, this is not about rushing to be first, but about understanding how AI-driven discovery is evolving, what signals truly matter, and where paid media can play a role that adds value rather than friction. ### The 2026 Landscape of **AI Advertising** Platforms  ### Supplementary information about the top channels #### Google (Search, AI Overviews, AI Mode, Gemini) - Google is currently the most advanced platform when it comes to integrating advertising into AI-driven discovery. Ads are already live within AI Overviews and are being tested in AI Mode, largely through existing Google Ads products such as Performance Max, broad match and automated campaign types. Rather than creating entirely new formats, Google is extending its existing ad ecosystem into AI surfaces, reinforcing its structural advantage in ad delivery, measurement and scale. For advertisers, this is the clearest and most immediate route into AI-influenced inventory, albeit with limited control and increasing reliance on automation. #### OpenAI (ChatGPT) - ChatGPT remains largely ad-free, but the narrative has shifted. While OpenAI previously positioned itself away from advertising, recent signals suggest monetisation is under active consideration, alongside subscriptions. Any advertising model is likely to be introduced cautiously, potentially through recommendations, partnerships or affiliate-style placements rather than traditional ads. Access is currently unavailable to advertisers, but expectations are growing that controlled tests will emerge as the platform continues to scale. #### Microsoft (Copilot) - Microsoft has already introduced advertising into Copilot experiences, leveraging its existing Microsoft Advertising infrastructure. Ads are contextually placed and clearly labelled, with early formats focused on commerce and product discovery. Compared to other AI platforms, Copilot is further along operationally, though adoption and advertiser appetite remain closely tied to Bing’s broader market share and performance. #### Perplexity - Perplexity was one of the first AI search platforms to experiment with advertising, introducing sponsored follow-up questions and contextual placements. However, these initiatives have since been paused as the company reassesses its approach. This highlights the tension between monetisation and user experience in AI search, and serves as a reminder that early experimentation does not guarantee long-term execution. #### Anthropic (Claude) - Claude currently operates without advertising and remains focused on subscriptions and enterprise use cases. There are no public indications of near-term ad integration, and the platform appears cautious about monetisation that could undermine trust. For now, Claude is not an advertising channel, but its position may evolve as competitive and financial pressures increase. #### Meta AI - Meta is not placing ads directly inside AI chat experiences at this stage, but it is using interactions with its AI tools to inform ad targeting across Facebook, Instagram and other properties. This approach keeps monetisation outside the chat interface while still extracting commercial value from AI usage. Over time, this creates a potential pathway to more native AI-driven ad formats, though privacy and user perception remain key constraints. ### Clean Digital Opinion At Clean Digital, we are not surprised to see ChatGPT beginning to explore an ad-funded model as it looks to keep pace with Google’s scale and commercial advantage. As [Aitor has previously highlighted in his blog in December](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026), monetisation across AI platforms is inevitable, but advertising in conversational environments comes with real risk. Google remains best positioned to scale AI advertising thanks to its existing ad tech and data depth, while others will need to tread carefully to avoid user friction around privacy and trust. For that reason, 2026 is far more likely to be about experimentation and stress testing than full-scale rollouts. Some approaches will work, others will fail, and those outcomes will shape which platforms ultimately gain adoption. For marketers, the focus should remain on fundamentals: staying flexible, platform-agnostic, and clear on where AI advertising genuinely adds value rather than chasing early access for its own sake. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions Is AI advertising currently available on ChatGPT in 2026? Yes, but with caveats. As of early 2026, OpenAI has begun testing **sponsored recommendations** for users on the "Free" and "Go" tiers in the U.S. These ads are clearly labeled and appear at the bottom of the conversation window when a product or service is contextually relevant. Premium tiers like Plus, Enterprise, and Team remain ad-free for now. How does AI-driven discovery differ from traditional PPC search? Traditional PPC targets specific **keywords** (e.g., "buy running shoes"), whereas AI-driven discovery targets **intent and context** within a conversation. Instead of a list of blue links, AI platforms provide a synthesised answer that may cite a brand as a "recommended partner" based on the user’s specific goals, such as "finding a durable shoe for marathon training in wet climates". What is the best way for brands to prepare for AI search ads? Preparation in 2026 focuses on **data readiness** rather than keyword bidding. Brands should audit their "conversational presence" by checking how LLMs currently describe them, implementing comprehensive **FAQ schema** on their websites, and ensuring their product data (pricing, availability, specs) is machine-readable and up-to-date so AI crawlers can cite it accurately. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [Progress Beats Promises: The Shift from Deferred Value to Instant Relevance We are operating in an era of sustained uncertainty rather than short-term disruption. Economic volatility, geopolitical instability, climate anxiety,](https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance) [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) [In 2026, do Old Google Ads Metrics still matter? Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026#blogposting", "url": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026" }, "headline": "AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026", "description": "How Google, OpenAI and Meta are changing AI advertising in 2026, and where paid media teams should test search and discovery campaigns.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ai-advertising-mnj3q.png" ], "datePublished": "2026-02-06T11:59:00.000Z", "dateModified": "2026-02-06T11:59:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "ai advertising" ], "articleSection": [ "Advanced Marketing Insights", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026", "item": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026#faq", "mainEntity": [ { "@type": "Question", "name": "Is AI advertising currently available on ChatGPT in 2026?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, but with caveats. As of early 2026, OpenAI has begun testing sponsored recommendations for users on the "Free" and "Go" tiers in the U.S. These ads are clearly labeled and appear at the bottom of the conversation window when a product or service is contextually relevant. Premium tiers like Plus, Enterprise, and Team remain ad-free for now.
" } }, { "@type": "Question", "name": "How does AI-driven discovery differ from traditional PPC search?", "acceptedAnswer": { "@type": "Answer", "text": "Traditional PPC targets specific keywords (e.g., "buy running shoes"), whereas AI-driven discovery targets intent and context within a conversation. Instead of a list of blue links, AI platforms provide a synthesised answer that may cite a brand as a "recommended partner" based on the user’s specific goals, such as "finding a durable shoe for marathon training in wet climates".
" } }, { "@type": "Question", "name": "What is the best way for brands to prepare for AI search ads?", "acceptedAnswer": { "@type": "Answer", "text": "Preparation in 2026 focuses on data readiness rather than keyword bidding. Brands should audit their "conversational presence" by checking how LLMs currently describe them, implementing comprehensive FAQ schema on their websites, and ensuring their product data (pricing, availability, specs) is machine-readable and up-to-date so AI crawlers can cite it accurately.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/ai-max-for-search Markdown URL: https://cleandigital.co.uk/blog/ai-max-for-search/index.md --- title: "Thinking About AI Max for Search? Start Here First." description: "Discover how AI Max transforms search campaigns with smarter matching, tailored ad copy, and enhanced landing page flexibility. Read our top tips for success." canonical: "https://cleandigital.co.uk/blog/ai-max-for-search" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ai-max.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Thinking About AI Max for Search? Start Here First. Search is changing fast. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 20 June 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. Search is changing fast. With users now searching via voice, image, and increasingly complex queries, expectations have shifted. They are not after a generic answer. They want precision, relevance, and personalisation … and they want it now. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter matching, tailored ad copy, and landing page flexibility, and ALL in the name of better performance. But like most good things in digital marketing, there’s a caveat: AI Max only works well if the foundations are already strong. Here’s our advice before you go anywhere near the toggle. ## 1. Structure comes first If your account is cluttered, fragmented, or running on limited budget, you won’t get the results AI Max is capable of delivering. Now is the time to: - Consolidate low-volume ad groups - Remove duplicate keywords - Make sure your campaigns have enough budget to run freely A cleaner setup gives the AI room to perform. ## 2. Sort your conversion tracking AI Max relies on clear signals. If your tracking is inconsistent, delayed, or vague, performance will suffer. Before switching on: - Use Enhanced Conversions and Data-Driven Attribution - Focus on one or two primary conversion actions - Make sure your tags are firing correctly on key events If the system knows what good looks like, it can go and find more of it. ## **3. Get your landing pages in order** AI Max can send users to any relevant landing page on your site. This can be incredibly useful - or completely unhelpful, depending on what’s live. - Review your key pages for clarity and quality - Add URL exclusions to prevent mismatches - Check that CTAs and copy align with your core offer The smoother the journey post-click, the better the outcome. ## 4. Use automation with boundaries AI Max can dynamically build ad copy and choose final URLs, but that doesn’t mean letting go of all control. We recommend: - Reviewing Automatically Created Assets regularly - Setting asset and URL exclusions where needed - Using negative keywords where performance (not just relevance) says so Let the AI flex its muscles - but with some guardrails in place. ## 5. Give it time This is not a switch-it-on-and-check-tomorrow situation. AI Max takes a couple of weeks to find its feet and a few more to start proving itself. Try not to tweak too much too soon - focus on high-level performance indicators like CPA, ROAS, and conversion volume. So, should you use AI Max? AI Max is brilliant if you set it up properly. It’s not a shortcut - it’s a multiplier. If your foundation is solid, it can take your Search campaigns further, faster. If your setup is shaky, it will just amplify the wobble. If you want to talk through whether it’s a fit for your account, [get in touch](https://cleandigital.co.uk/contact). We are happy to help! ## Frequently asked questions Is this better than regular Search Ads? It’s not better - it’s smarter. AI Max is an upgrade to your existing Search campaigns. It uses Google’s AI to improve how you match with user intent, personalise ad copy, and send users to more relevant landing pages. You still run Search campaigns, just with more intelligent tools layered in. Do I need to restructure my whole account to use AI Max? Not necessarily, but your existing campaigns should be in good shape. AI Max builds on what’s already there, so if your structure is overly segmented, budget-limited, or cluttered with duplicate keywords, it’s worth cleaning that up first. Can I still control where my ads appear and what they say? Yes. AI Max gives you more automation, but also new controls. You can exclude certain landing pages, block phrases from being used in copy, and review/edit automatically created assets. It’s not a free-for-all. How does this compare with Performance Max? Think of AI Max as Performance Max’s little sibling, but focused only on Search. You keep the structure and transparency of Search campaigns, but gain some of the automation and performance uplift you'd expect from PMax. It’s a good middle ground for advertisers who want to scale intelligently without handing over all the control. What changes will I see after switching AI Max on? - You will likely see: - Broader matching to search terms (based on intent) - New auto-generated headlines and descriptions Can I test AI Max before rolling it out across everything? Yes, and you should. Start with a single campaign that’s already performing well and has room to scale. Is there a minimum daily budget to run AI Max? Google recommends at least £40-£50 per day to give the system enough room to learn and optimise. If your campaigns are budget-limited or only spend a few pounds a day, you likely won’t see the benefit, and may even restrict performance. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [Get Your Products into ChatGPT Shopping Most businesses don't have a ChatGPT strategy. Learning how to get your products into ChatGPT Shopping is about to become extremely](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) [What does ChatGPT Agent mean for advertisers? Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: open a browser, navigate to a](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/ai-max-for-search#blogposting", "url": "https://cleandigital.co.uk/blog/ai-max-for-search", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/ai-max-for-search" }, "headline": "Thinking About AI Max for Search? Start Here First.", "description": "Discover how AI Max transforms search campaigns with smarter matching, tailored ad copy, and enhanced landing page flexibility. Read our top tips for success.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ai-max.png" ], "datePublished": "2025-06-20T14:22:00.000Z", "dateModified": "2025-06-20T14:45:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "AI Max" ], "articleSection": [ "Advanced Marketing Insights", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/ai-max-for-search#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Thinking About AI Max for Search? Start Here First.", "item": "https://cleandigital.co.uk/blog/ai-max-for-search" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/ai-max-for-search#faq", "mainEntity": [ { "@type": "Question", "name": "Is this better than regular Search Ads?", "acceptedAnswer": { "@type": "Answer", "text": "It’s not better - it’s smarter. AI Max is an upgrade to your existing Search campaigns. It uses Google’s AI to improve how you match with user intent, personalise ad copy, and send users to more relevant landing pages. You still run Search campaigns, just with more intelligent tools layered in.
" } }, { "@type": "Question", "name": "Do I need to restructure my whole account to use AI Max?", "acceptedAnswer": { "@type": "Answer", "text": "Not necessarily, but your existing campaigns should be in good shape. AI Max builds on what’s already there, so if your structure is overly segmented, budget-limited, or cluttered with duplicate keywords, it’s worth cleaning that up first.
" } }, { "@type": "Question", "name": "Can I still control where my ads appear and what they say?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. AI Max gives you more automation, but also new controls. You can exclude certain landing pages, block phrases from being used in copy, and review/edit automatically created assets. It’s not a free-for-all.
" } }, { "@type": "Question", "name": "How does this compare with Performance Max?", "acceptedAnswer": { "@type": "Answer", "text": "Think of AI Max as Performance Max’s little sibling, but focused only on Search. You keep the structure and transparency of Search campaigns, but gain some of the automation and performance uplift you'd expect from PMax. It’s a good middle ground for advertisers who want to scale intelligently without handing over all the control.
" } }, { "@type": "Question", "name": "What changes will I see after switching AI Max on?", "acceptedAnswer": { "@type": "Answer", "text": "You will likely see:
Broader matching to search terms (based on intent)
New auto-generated headlines and descriptions
Yes, and you should. Start with a single campaign that’s already performing well and has room to scale.
" } }, { "@type": "Question", "name": "Is there a minimum daily budget to run AI Max?", "acceptedAnswer": { "@type": "Answer", "text": "Google recommends at least £40-£50 per day to give the system enough room to learn and optimise. If your campaigns are budget-limited or only spend a few pounds a day, you likely won’t see the benefit, and may even restrict performance.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches Markdown URL: https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches/index.md --- title: "AI Overviews: Navigating the Shifting Search Landscape" description: "AI Overviews aim to provide concise, consolidated answers directly within the SERP. This has led to an increase in \"zero-click searches\"." canonical: "https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ai-overviews-cjxpt.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 12 August 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the immediate impact on paid advertising channels isn't direct, these AI-powered summaries are reshaping the organic search landscape, presenting both challenges and novel opportunities for advertisers.  ## The Rise of Zero-Click Searches AI Overviews, generated from structured data across various source websites, aim to provide concise, consolidated answers directly within the SERP. This has led to a notable increase in " **zero-click searches** " where users find sufficient information in the overview and do not click through to a source website. Our analysis of client organic performance reveals a prevailing trend: many accounts have experienced increased reliance on paid channels over the past year. This trajectory is likely to persist in the short term, until a greater proportion of consumers initiate their searches directly within AI models like ChatGPT, Gemini, or Perplexity. ## Nuances of AI Overviews and User Behaviour While the rise of zero-click searches is undeniable, several nuances are important to consider: - Top-of-funnel and question-based queries are most susceptible to zero-click behaviour, as these are often in categories where paid results are not typically displayed. - Despite their increasing prevalence, they don't always satisfy all user needs. Some users will still click through to source websites, particularly when seeking more in-depth information or verification. - Understanding which domains appear in AI Overviews is critical, as this can reveal strategic opportunities. We've observed that while zero-click searches are increasing, a substantial portion of traffic still flows to websites either featured within the overviews or listed in traditional organic results. ## A New Tactic: Leveraging AI Overview Data for Targeted Advertising At Clean Digital, we are currently monitoring hundreds of key search terms and their associated overviews for our clients, gathering extensive data on which domains are appearing, their frequency, and the diversity of unique domains involved. This ongoing analysis forms the basis for a compelling new advertising tactic. By categorising search terms into specific themes, we can quickly identify where non-zero-click traffic is likely to be directed. Assuming these domains are targetable, this intelligence allows us to create highly effective placement lists for display or native advertising campaigns. The key advantage of this approach lies in its dynamic nature. Continuously scraping search data and monitoring which sites populate these overviews ensures that these placement lists remain up-to-date. This also provides a competitive edge as more websites optimise their structured data to enhance their own visibility and inclusion in AI Overviews. As always, we love discussing all things AI & PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! ## Frequently asked questions How do AI Overviews impact user search behaviour? AI Overviews lead to an increase in zero-click searches by providing users with direct answers on the search engine results page. This means fewer users may click through to the original source websites, especially for top-of-funnel or question-based queries. What can advertisers do to benefit from AI Overviews? Advertisers can leverage the data from AI Overviews to enhance their advertising tactics. By analysing which domains frequently appear in AI Overviews, advertisers can create targeted placement lists for display or native advertising campaigns, ensuring their campaigns are reaching the right audience even without direct clicks from organic search results. Will AI Overviews replace the need for paid advertising? AI Overviews do not eliminate the need for paid advertising. Many users still click through for in-depth information or verification, and advertisers can utilise insights from AI Overviews to inform and refine their paid advertising strategies for maximum impact. Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [What does ChatGPT Agent mean for advertisers? Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: open a browser, navigate to a](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) [Choosing a Google Ads Agency in 2025 Most businesses know they should be using Google Ads. Far fewer know if they're truly getting a positive return. Choosing the right Google](https://cleandigital.co.uk/blog/choose-google-ads-agency) [Programmatic Advertising: When It’s the Right Fit But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in. At Clean Digital, we run](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches#blogposting", "url": "https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches" }, "headline": "AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities", "description": "AI Overviews aim to provide concise, consolidated answers directly within the SERP. 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" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/archive Markdown URL: https://cleandigital.co.uk/blog/archive/index.md --- title: "PPC and Paid Media Article Archive | Clean Digital" description: "Browse Clean Digital articles on PPC, Google Ads, paid social, programmatic advertising, analytics and AI search." canonical: "https://cleandigital.co.uk/blog/archive" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [Back to the blog](https://cleandigital.co.uk/blog) # PPC article archive Every indexable Clean Digital article, grouped by publication year. 2026 (17 articles) - [Why Display Advertising Still Matters in PPC Strategies](https://cleandigital.co.uk/blog/why-display-advertising-still-matters-in-ppc-strategies) 26 Aug 2026 - [What Three Years of Employee Ownership Looks Like](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) 17 Jul 2026 - [Why Creative Matters in Paid Media](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing) 13 Jul 2026 - [Clean Digital Wins Silver Award: Why It Feels Like Gold](https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold) 26 Jun 2026 - [From Data to Doorstep. Your Next Location is Hiding in Plain Sight.](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) 18 Jun 2026 - [The PPC World Cup: Navigating Strategy During the Tournament](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) 12 Jun 2026 - [Why Marketing Must Move from Seasonal to Signal Led](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) 26 May 2026 - [Making The Most Of First-Party Data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data) 15 May 2026 - [CTR Is Not Dead. It's Just Changed Its Outfit.](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) 16 Apr 2026 - [Global Agency Award Finalists: Clean Digital Recognised on Global Stage](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) 16 Apr 2026 - [Why UGC Ads are the Future of Brand Marketing](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) 24 Mar 2026 - [Clean Digital Achieves Google Premier Partner Status](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) 11 Mar 2026 - [In 2026, do Old Google Ads Metrics still matter?](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) 6 Mar 2026 - [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) 23 Feb 2026 - [AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) 6 Feb 2026 - [Progress Beats Promises: The Shift from Deferred Value to Instant Relevance](https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance) 23 Jan 2026 - [Meta’s Ads Library just got more useful (and here’s why it matters for 2026)](https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful) 8 Jan 2026 2025 (23 articles) - [2025 in Review & The Digital Marketing Shifts Shaping 2026](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) 19 Dec 2025 - [The Rising Costs of Digital Advertising](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) 11 Dec 2025 - [Are micro conversions the most underused advantage in PPC??](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) 2 Dec 2025 - [Using Google Trends for UK Consumer Sentiment Analysis](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) 26 Nov 2025 - [TikTok Search Ads: Capturing Intent in the Moment](https://cleandigital.co.uk/blog/tiktok-search-ads) 18 Nov 2025 - [Meta Andromeda: What It Means for Your Meta Ads Strategy](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) 12 Nov 2025 - [B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) 6 Nov 2025 - [Content-Specific Paid Media Strategy: Making Content Work Harder](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) 28 Oct 2025 - [How Weather Patterns Are Reshaping Paid Search Seasonality](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) 15 Oct 2025 - [Digital Marketing for Hotels: Our Blueprint For Success](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) 29 Sept 2025 - [Generative Search Optimisation: How to Optimise for AI Search](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) 25 Sept 2025 - [Programmatic Advertising: When It’s the Right Fit](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) 22 Sept 2025 - [The Rise of Social Search](https://cleandigital.co.uk/blog/the-rise-of-social-search) 19 Aug 2025 - [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) 12 Aug 2025 - [Why Our Strong Company Culture Has Been Key To Our Success](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) 28 Jul 2025 - [What does ChatGPT Agent mean for advertisers?](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) 17 Jul 2025 - [Choosing a Google Ads Agency in 2025](https://cleandigital.co.uk/blog/choose-google-ads-agency) 6 Jul 2025 - [Thinking About AI Max for Search? Start Here First.](https://cleandigital.co.uk/blog/ai-max-for-search) 20 Jun 2025 - [Get Your Products into ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) 13 Jun 2025 - [Clean Digital: UK Culture Award Double Winners](https://cleandigital.co.uk/blog/clean-digital-double-winners) 4 Jun 2025 - [Breaking into Digital Marketing: Why Paid Ads is a Smart First Step](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) 5 Mar 2025 - [Google Shopping Vehicle Listings: Rev Up Your Automotive Business](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) 12 Feb 2025 - [Bidding Towards New Customer Acquisition](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) 4 Feb 2025 2024 (8 articles) - [CSS: All You Need to Know About Comparison Shopping Services](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) 28 Aug 2024 - [Display Ads: Grow Traffic & Boost All-Channel Performance](https://cleandigital.co.uk/blog/display-ads) 20 Aug 2024 - [Value Rules: Maximise Your PPC Success](https://cleandigital.co.uk/blog/value-rules) 18 Jul 2024 - [Google Ads Unveils Game-Changing Updates](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) 28 Jun 2024 - [Instagram: Working Towards Rewarding Original Creators](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) 11 Jun 2024 - [Using Portfolio Bids To Set CPC Bid Limits](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) 28 May 2024 - [Programmatic Advertising: A Simple Guide](https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide) 27 Feb 2024 - [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) 9 Feb 2024 2023 (10 articles) - [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP!](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) 1 Nov 2023 - [Clean Digital: PPC Agency of the Year 2023](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) 25 Oct 2023 - [Mastering Your Market with Customer Personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) 19 Sept 2023 - [Google’s Display Network (GDN) – Why Should You Use It?](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it) 25 Jul 2023 - [Account Level Negative Keywords: One List To Rule Them All](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) 13 Jul 2023 - [Why Employee Ownership Is Right For Us](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) 8 Jun 2023 - [Colourful Solutions: Automate Image “Color” Attribute With Python](https://cleandigital.co.uk/blog/automate-image-color) 11 May 2023 - [From UA to GA4: Important Changes You Should Know About](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) 20 Apr 2023 - [Ad Extensions: Why Are They So Important?](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) 23 Mar 2023 - [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) 22 Feb 2023 2022 (11 articles) - [TikTok Continues Their Rise In 2022](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) 30 Nov 2022 - [Google Data Studio: What Is It & How Does It Help With Reporting?](https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting) 19 Oct 2022 - [How To Track Campaign Performance Using UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) 21 Sept 2022 - [Advertising On Alternative Search Engines Other Than Google & Bing](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) 21 Jul 2022 - [How To Use Exclusions To Save Money On Google Display Ads](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) 29 Jun 2022 - [A Few Things That Affect Your Google Ads Quality Score](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) 27 Apr 2022 - [3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns](https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns) 21 Mar 2022 - [What Does an Effective PPC Account Structure Look Like in 2022?](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) 24 Feb 2022 - [TikTok Advertising Taking Over In 2022](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022) 10 Feb 2022 - [The Emergence Of Amazon Advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising) 27 Jan 2022 - [5 PPC Trends For 2022](https://cleandigital.co.uk/blog/5-ppc-trends-for-2022) 12 Jan 2022 2021 (12 articles) - [10 Ad Extensions To Boost Your Google Search Ads](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) 8 Dec 2021 - [Number 1 In The Search Results: Is This Really The Best Place To Be?](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) 24 Nov 2021 - [Voice Search Integration Into PPC](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) 11 Nov 2021 - [5 Tips for Christmas Campaigns](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) 18 Oct 2021 - [Responsive Search Ads: Why You Should Start Using Them ASAP](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) 29 Sept 2021 - [A Beginner's Guide To Remarketing For Display](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) 28 Jul 2021 - [The Importance of Brand Awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) 9 Jun 2021 - [Store GCLIDs In A Google Sheets Document With GTM](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) 26 May 2021 - [Google Ads Targeting: What Are Affinity Audiences?](https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences) 7 Apr 2021 - [Facebook: Implications of the Apple iOS 14 Update](https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update) 16 Mar 2021 - [Using Custom Audiences On Google Display Network](https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network) 26 Jan 2021 - [PPC Best Practice: Tracking Forms Without The "Thank You" Page](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) 12 Jan 2021 2020 (9 articles) - [PPC Best Practice: Brand Campaigns – Are they worth it?](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) 27 Nov 2020 - [Clean Digital PPC Best Practice Series: Facebook Ads](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads) 5 Nov 2020 - [How to Measure Advertising Success on Spotify Ads](https://cleandigital.co.uk/blog/how-to-measure-advertising-success-on-spotify-ads) 5 Nov 2020 - [The World of Spotify Advertising](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) 8 Oct 2020 - [Clean Digital PPC Best Practice Series: Google Shopping](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) 16 Sept 2020 - [Clean Digital PPC Best Practice Series: Dynamic Search Ads](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) 14 Aug 2020 - [Clean Digital PPC Best Practice Series: Location Strategy](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) 29 Jul 2020 - [Clean Digital PPC Best Practice Series: Search Terms](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) 10 Jul 2020 - [The E-Commerce Google Ads Landscape During COVID-19](https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19) 1 Apr 2020 2019 (11 articles) - [The Rise Of Variants](https://cleandigital.co.uk/blog/the-rise-of-the-variants) 19 Nov 2019 - [Human Led Automation For E-Commerce PPC - Part 1](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1) 28 Oct 2019 - [Input Orientated Mindset - When PPC And Poker Overlap](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) 17 Oct 2019 - [Reporting Beyond Average Position](https://cleandigital.co.uk/blog/reporting-beyond-average-position) 30 Sept 2019 - [The Shady World Of Search (Partners)](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) 23 Sept 2019 - [LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) 6 Sept 2019 - [Using Click Share To Spot Performance Outliers](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) 23 Apr 2019 - [Tracking Drift Chat Interactions With Google Tag Manager](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager) 21 Feb 2019 - [Search Ads Above Or Below The Organic Results - Does It Matter?](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) 24 Jan 2019 - [The Hidden Potential Of Time-Based Optimisation](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) 10 Jan 2019 - [Google Tag Manager: What Is It And Why Should We Be Using It?](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it) 3 Jan 2019 2018 (5 articles) - [Google's New Demographic Options](https://cleandigital.co.uk/blog/googles-new-demographic-options) 19 Dec 2018 - [Setting up gtag.js event tracking in Google Analytics](https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking) 29 Aug 2018 - [Compound Bidding: Looking Beyond Performance Data](https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data) 16 Aug 2018 - [How PPC Can Help Measure Your Offline Advertising Impact](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) 25 Jul 2018 - [How To Advertise On Facebook Internationally](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) 25 Jul 2018 ```json { "@context": "https://schema.org", "@type": "CollectionPage", "name": "Clean Digital article archive", "url": "https://cleandigital.co.uk/blog/archive" } ``` --- Source URL: https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc Markdown URL: https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc/index.md --- title: "Are micro conversions the most underused advantage in PPC??" description: "Discover how micro conversions can unlock user behaviour insights in PPC campaigns, optimising your strategy for better performance from start to finish." canonical: "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/micro-conversions.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Are micro conversions the most underused advantage in PPC?? Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 2 December 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## One of the biggest misconceptions in PPC is that a user lands on your site, likes what they see, and converts in a single clean line. Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or completing a purchase. And those small actions (the micro conversions) are often the most telling part of your funnel. Micro conversions are simply the steps users frequently take before converting. This can look like reading an important page, clicking your main CTA, watching a video, downloading a brochure, signing up for a mailing list, or adding something to a basket. They are indicators that someone is warming up, not ready to convert yet, but not cold either. And here is the part people underestimate: while macro conversions only capture 3% of your traffic, micro conversions often appear in 5%, 10%, or even 50% of visits. That means the majority of your performance insights don’t live at the very end of the journey - they live in the middle, long before the final action happens. Once you start looking at these smaller behaviours, you get a much clearer feel for how people move through your funnel. You can see which content genuinely nudges users forward, where the drop-offs happen, and what separates window shoppers from serious prospects. It also transforms how you approach audiences. Someone who viewed pricing or downloaded a course guide is not the same as someone who just poked around your homepage, and your campaigns perform much better when you treat these users differently. Of course, not all micro conversions carry the same weight. The useful ones tend to be the actions that sit closest to the macro goal: downloading a brochure, joining a mailing list, adding something to the basket, using live chat, or watching a product or course video most of the way through. These behaviours show proper intent. On the other hand, broader signals like “time on site,” generic pageviews, or scroll depth rarely tell you anything meaningful. They are too vague, and they don’t reliably predict whether someone will actually convert. If you want a simple starting point, track the micro behaviours that clearly represent intent: newsletter sign-ups, brochure downloads, and add-to-basket actions. These give you enough visibility to understand how people are interacting with your content and where the path between first click and conversion breaks down. - If people are downloading resources but not enquiring, you have a landing page or message problem - If people add to the basket but don’t purchase, the issue is likely in the checkout experience Micro conversions make these weaknesses visible long before your macro data is large enough to tell you the same story. They are particularly valuable in long decision journeys - education, lead-gen, higher-ticket products, or anything where users rarely convert immediately. In these cases, macro conversions come in too slowly to optimise around, especially early in an intake or during a seasonally quiet period. Micro conversions keep your campaigns fuelled with consistent signals. If you are running a huge, fast-moving ecommerce setup with thousands of conversions a month, you probably won’t rely on micro conversions as heavily. But for most advertisers, especially anyone dealing with complex user journeys, they are one of the simplest ways to improve your understanding of user behaviour and strengthen the performance of every step in your funnel. **Macro** conversions tell you the final result. **Micro** conversions tell you the story. And if you want better performance, you need **both**. ## Key Takeaway 🔑 Understanding user behaviour in PPC campaigns requires a focus on both micro and macro conversions. While macro conversions reveal the end result, micro conversions provide valuable insights into user engagement and intent throughout their journey. By monitoring these smaller actions, you can refine your approach and improve conversion rates, especially in complex or lengthy decision processes. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact). ## Frequently asked questions What are micro conversions, and why are they important? Micro conversions are small actions that users take before completing a main conversion, such as signing up for a newsletter or adding an item to a basket. They are important because they offer insights into user intent and behaviour, allowing you to optimise your PPC campaigns more effectively. How can I identify which micro conversions matter? Focus on actions that closely align with your macro goal, such as downloading brochures or adding products to a basket. These indicate genuine user interest and intent. Avoid relying on vague signals like time on site or scroll depth, as they often lack predictive value. How do micro conversions improve campaign performance? By tracking micro conversions, you can identify where users drop off in the funnel and which content nudges them forward. This insight helps tailor your messaging and target your audience more effectively, ultimately enhancing your overall campaign performance. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [Using Google Trends for UK Consumer Sentiment Analysis For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) [The Rising Costs of Digital Advertising The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) [2025 in Review & The Digital Marketing Shifts Shaping 2026 This has been an unbelievable year for the digital marketing landscape. I am sure that most people will underline that 2025 has been mostly shaped by the](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc#blogposting", "url": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc" }, "headline": "Are micro conversions the most underused advantage in PPC??", "description": "Discover how micro conversions can unlock user behaviour insights in PPC campaigns, optimising your strategy for better performance from start to finish.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/micro-conversions.png" ], "datePublished": "2025-12-02T11:12:00.000Z", "dateModified": "2025-12-02T11:14:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "micro conversions" ], "articleSection": [ "Google Ads", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Are micro conversions the most underused advantage in PPC??", "item": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc#faq", "mainEntity": [ { "@type": "Question", "name": "What are micro conversions, and why are they important?", "acceptedAnswer": { "@type": "Answer", "text": "Micro conversions are small actions that users take before completing a main conversion, such as signing up for a newsletter or adding an item to a basket. They are important because they offer insights into user intent and behaviour, allowing you to optimise your PPC campaigns more effectively.
" } }, { "@type": "Question", "name": "How can I identify which micro conversions matter?", "acceptedAnswer": { "@type": "Answer", "text": "Focus on actions that closely align with your macro goal, such as downloading brochures or adding products to a basket. These indicate genuine user interest and intent. Avoid relying on vague signals like time on site or scroll depth, as they often lack predictive value.
" } }, { "@type": "Question", "name": "How do micro conversions improve campaign performance?", "acceptedAnswer": { "@type": "Answer", "text": "By tracking micro conversions, you can identify where users drop off in the funnel and which content nudges them forward. This insight helps tailor your messaging and target your audience more effectively, ultimately enhancing your overall campaign performance.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing Markdown URL: https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing/index.md --- title: "Why UGC Ads are the Future of Brand Marketing" description: "Discover why audiences are rejecting polished campaigns in favour of UGC (user generated content) creatives that drives higher ROI and consumer trust." canonical: "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ugc-creatives.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Why UGC Ads are the Future of Brand Marketing Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show [Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) 24 March 2026 3 minute read  ## Social media advertising is experiencing a significant shift. Brands are moving away from heavily polished, brand-focused campaigns and transitioning into user-generated content (UGC) creatives. This evolution in advertising strategy is being driven by one core demand: authenticity. Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show that approximately 92% of consumers trust user-generated content more than traditional advertising [[1](https://www.socialtargeter.com/blogs/the-future-of-ugc-trends-shaping-user-generated-content-in-the-next-5-years) ]. This highlights the fundamental change in how audiences are engaging with brands. User scepticism is also growing towards AI-generated content, with audiences increasingly questioning what is real and what is AI-generated. As AI-produced content becomes more prevalent, the demand for human-led, authentic creatives has also risen significantly. ### The Rise of Paid UGC Content We are also seeing brands move away from A-list, large-scale celebrity endorsements in favour of influencers and micro-influencers who have stronger trust within their audiences. While celebrity campaigns still have their place, audiences increasingly respond to creators who feel accessible and authentic. UGC-style content showcases real-life use of a product or service. It demonstrates how something fits naturally into everyday routines, helping viewers to see themselves using it. This relatability builds credibility and trust. When content feels less like an advert and more like a recommendation, it reduces friction in the user purchasing journey, with 79% of users stating that UGC content highly influences their purchasing decisions [[2](https://www.socialtargeter.com/blogs/the-future-of-ugc-trends-shaping-user-generated-content-in-the-next-5-years) ]. It’s important to note that this does not mean abandoning brand-focused advertising entirely. Instead, it signals the need for brands to diversify their creative strategy. Testing creatives, incorporating creator-led content, and balancing polished brand assets can significantly expand performance opportunities. ### The Surge in Short-Form Video Content The rise of short-form video has accelerated this shift even further. Platforms such as TikTok and Instagram Reels have reshaped how users consume content - fast, informal, and highly engaging.  Short-form video thrives on authenticity. Highly scripted, over-produced adverts often feel out of place in feeds designed for creator-led content. UGC-style videos blend into these placements, making them less disruptive, obvious and more engaging. Paid social platforms such as Meta and TikTok prioritise ads that generate higher engagement. Because **UGC-style ads** feel native to the platform, they consistently outperform traditional assets across key metrics: - **Stronger Click-Through Rates (CTRs):** Users are more likely to engage with content that looks like a recommendation. - **Lower Cost-Per-Click (CPCs):** Higher engagement signals to platforms like Meta and TikTok that the ad is relevant, often reducing costs. - **Improved ROI:** Authenticity reduces friction in the purchasing journey, leading to better conversion. For brands, this is not just a creative shift; it’s a performance-driven one. ### Why This Shift Shouldn't Be Ignored Ultimately, UGC-style content is reshaping the advertising industry. Consumers are demanding transparency, relatability, trust and authenticity, and brands are responding. The move away from heavily brand-focused campaigns towards creator-led, authentic content is not just a trend; it reflects a broader change in how users connect with brands online. The most successful advertisers will not abandon traditional brand-building, but they will adapt by testing, learning and developing their creatives to meet the audiences they target. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! [[1](https://www.socialtargeter.com/blogs/the-future-of-ugc-trends-shaping-user-generated-content-in-the-next-5-years) ] Social Targeter [2 ] Social Targeter ## Frequently asked questions What are UGC-style ads? **UGC-style ads** are paid advertisements designed to look and feel like organic user-generated content. Instead of high-end studio production, these ads use "lo-fi" aesthetics—often filmed on mobile phones by creators or customers—to appear more authentic and less disruptive within a user's social media feed. Why is authenticity becoming more important in digital marketing? Modern consumers, particularly Gen Z and Millennials, have developed "ad blindness" toward traditional, overly polished commercials. As AI-generated content becomes more common, audiences are prioritising transparency. Research shows that 92% of consumers trust peer recommendations and authentic human experiences over traditional brand messaging. Do UGC-style ads perform better than traditional brand videos? In many cases, yes. Because **UGC-style ads** feel native to platforms like TikTok and Instagram Reels, they typically achieve higher engagement rates, stronger click-through rates (CTRs), and a lower cost-per-click (CPC). They reduce the "friction" of a sale by making the promotion feel like a genuine recommendation rather than a cold pitch. Article author ## Christina McLeod Contributor Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about [PPC account structure](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022), search ad positioning and using [user-generated content](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) in social ads. [More articles by Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) ## Share this article ## Related articles [In 2026, do Old Google Ads Metrics still matter? Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) [CTR Is Not Dead. It's Just Changed Its Outfit. Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing#blogposting", "url": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing" }, "headline": "Why UGC Ads are the Future of Brand Marketing", "description": "Discover why audiences are rejecting polished campaigns in favour of UGC (user generated content) creatives that drives higher ROI and consumer trust.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ugc-creatives.png" ], "datePublished": "2026-03-24T15:45:00.000Z", "dateModified": "2026-03-24T15:45:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Christina McLeod", "url": "https://cleandigital.co.uk/blog/authors/christina-mcleod", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/christina%20mcleod%20clean%20digital%20transparent%20headshot.png", "jobTitle": "Contributor", "description": "Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about PPC account structure, search ad positioning and using user-generated content in social ads." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "UGC", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "TikTok", "Meta Ads", "Instagram", "Advanced Marketing Insights", "Paid Social" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Why UGC Ads are the Future of Brand Marketing", "item": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing#faq", "mainEntity": [ { "@type": "Question", "name": "What are UGC-style ads?", "acceptedAnswer": { "@type": "Answer", "text": "UGC-style ads are paid advertisements designed to look and feel like organic user-generated content. Instead of high-end studio production, these ads use "lo-fi" aesthetics—often filmed on mobile phones by creators or customers—to appear more authentic and less disruptive within a user's social media feed.
" } }, { "@type": "Question", "name": "Why is authenticity becoming more important in digital marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Modern consumers, particularly Gen Z and Millennials, have developed "ad blindness" toward traditional, overly polished commercials. As AI-generated content becomes more common, audiences are prioritising transparency. Research shows that 92% of consumers trust peer recommendations and authentic human experiences over traditional brand messaging.
" } }, { "@type": "Question", "name": "Do UGC-style ads perform better than traditional brand videos?", "acceptedAnswer": { "@type": "Answer", "text": "In many cases, yes. Because UGC-style ads feel native to platforms like TikTok and Instagram Reels, they typically achieve higher engagement rates, stronger click-through rates (CTRs), and a lower cost-per-click (CPC). They reduce the "friction" of a sale by making the promotion feel like a genuine recommendation rather than a cold pitch.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/authors Markdown URL: https://cleandigital.co.uk/blog/authors/index.md --- title: "PPC and Paid Media Authors | Clean Digital" description: "Meet the Clean Digital specialists who write about PPC, paid social, programmatic advertising, analytics and AI commerce." canonical: "https://cleandigital.co.uk/blog/authors" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Article authors Clean Digital specialists writing about paid media strategy, campaign management and measurement. ## Aitor Larrañaga Contributor, 8 articles Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [View articles](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Alex Berish Data Analyst, 3 articles Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He founded [chatobserver.com](https://chatobserver.com/) to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including [ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), AI agents and [choosing a Google Ads agency](https://cleandigital.co.uk/blog/choose-google-ads-agency). [View articles](https://cleandigital.co.uk/blog/authors/alex-berish) ## Callum Coard Contributor, 8 articles [View articles](https://cleandigital.co.uk/blog/authors/callum-coard) ## Christina McLeod Contributor, 3 articles Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about [PPC account structure](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022), search ad positioning and using [user-generated content](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) in social ads. [View articles](https://cleandigital.co.uk/blog/authors/christina-mcleod) ## David Dye Contributor, 3 articles David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about [Amazon advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising), PPC automation and using [changes in customer demand](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) to plan campaigns. [View articles](https://cleandigital.co.uk/blog/authors/david-dye) ## Declan McGinley Former contributor, 5 articles [View articles](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Emma Fairley Contributor, 3 articles Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about [Google Display](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), [alternative search engines](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) and voice search, and contributes platform news to Weekly Insights. [View articles](https://cleandigital.co.uk/blog/authors/emma-fairley) ## Fraser Smith Contributor, 11 articles Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [View articles](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Hannah Pate Contributor, 11 articles Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [View articles](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Hattie Abell Contributor, 1 article Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about [conversion value rules](https://cleandigital.co.uk/blog/value-rules) and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights. [View articles](https://cleandigital.co.uk/blog/authors/hattie-abell) ## Jack Campbell Contributor, 3 articles [View articles](https://cleandigital.co.uk/blog/authors/jack-campbell) ## Kirsten Douglas Contributor, 8 articles Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [View articles](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Logan Hunter Contributor, 6 articles [View articles](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Megan MacArthur Contributor, 3 articles Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about [ad creative](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing), [TikTok Search Ads](https://cleandigital.co.uk/blog/tiktok-search-ads) and how people search for products on social media. [View articles](https://cleandigital.co.uk/blog/authors/megan-macarthur) ## Melissa Wratt Contributor, 10 articles Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [View articles](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Patrick McLean Contributor, 2 articles Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about [customer personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) and using [customer location data](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) to plan business expansion. [View articles](https://cleandigital.co.uk/blog/authors/patrick-mclean) ## Rory Young Contributor, 13 articles Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [View articles](https://cleandigital.co.uk/blog/authors/rory-young) ## Sean McGauran Contributor, 3 articles Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He writes about using [Google Ads extensions](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) and [building brand awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) through paid advertising. [View articles](https://cleandigital.co.uk/blog/authors/sean-mcgauran) ## Stoyan Stoyanov Contributor, 1 article [View articles](https://cleandigital.co.uk/blog/authors/stoyan-stoyanov) ```json { "@context": "https://schema.org", "@type": "CollectionPage", "@id": "https://cleandigital.co.uk/blog/authors#collection", "name": "PPC and Paid Media Authors | Clean Digital", "description": "Meet the Clean Digital specialists who write about PPC, paid social, programmatic advertising, analytics and AI commerce.", "url": "https://cleandigital.co.uk/blog/authors", "mainEntity": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "Person", "name": "Alex 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"https://cleandigital.co.uk/blog/authors/david-dye", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 6, "item": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 7, "item": { "@type": "Person", "name": "Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 8, "item": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 9, "item": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 10, "item": { "@type": "Person", "name": "Hattie Abell", "url": "https://cleandigital.co.uk/blog/authors/hattie-abell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hattie-abell.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 11, "item": { "@type": "Person", "name": "Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 12, "item": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 13, "item": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 14, "item": { "@type": "Person", "name": "Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 15, "item": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 16, "item": { "@type": "Person", "name": "Patrick McLean", "url": "https://cleandigital.co.uk/blog/authors/patrick-mclean", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/patrick_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 17, "item": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 18, "item": { "@type": "Person", "name": "Sean McGauran", "url": "https://cleandigital.co.uk/blog/authors/sean-mcgauran", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/sean%20mcgauran%20transparent%20headshot.png", "jobTitle": "Contributor" } }, { "@type": "ListItem", "position": 19, "item": { "@type": "Person", "name": "Stoyan Stoyanov", "url": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/SS%20Headshot.png", "jobTitle": "Contributor" } } ] } } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/aitor-larranaga Markdown URL: https://cleandigital.co.uk/blog/authors/aitor-larranaga/index.md --- title: "Articles by Aitor Larrañaga | Clean Digital" description: "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He..." canonical: "https://cleandigital.co.uk/blog/authors/aitor-larranaga" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Aitor Larrañaga Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). ## Articles by Aitor Larrañaga 8 articles 19 Dec 2025 15 minute read ## [2025 in Review & The Digital Marketing Shifts Shaping 2026](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) This has been an unbelievable year for the digital marketing landscape. I am sure that most people will underline that 2025 has been mostly shaped by the [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) 11 May 2023 3 minute read ## [Colourful Solutions: Automate Image “Color” Attribute With Python](https://cleandigital.co.uk/blog/automate-image-color) We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However, [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/automate-image-color) 26 May 2021 Data and measurement 11 minute read ## [Store GCLIDs In A Google Sheets Document With GTM](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) 12 Jan 2021 Paid search 4 minute read ## [PPC Best Practice: Tracking Forms Without The "Thank You" Page](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) 10 Jul 2020 Paid search 6 minute read ## [Clean Digital PPC Best Practice Series: Search Terms](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy. [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) 30 Sept 2019 Paid search 4 minute read ## [Reporting Beyond Average Position](https://cleandigital.co.uk/blog/reporting-beyond-average-position) But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”. [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/reporting-beyond-average-position) 21 Feb 2019 Data and measurement 6 minute read ## [Tracking Drift Chat Interactions With Google Tag Manager](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager) As we saw in our previous article, Google Tag Manager is a powerful tool that allows us to track all sorts of events on our website. It also means we [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager) 3 Jan 2019 Data and measurement 3 minute read ## [Google Tag Manager: What Is It And Why Should We Be Using It?](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it) It's essential to measure our users’ behaviour: Where do they click? What are they interested in? How do they interact with the content? The most [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) [Read article](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/aitor-larranaga#profile-page", "name": "Articles by Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. 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He also serves as a..." canonical: "https://cleandigital.co.uk/blog/authors/alex-berish" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/alex_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Data Analyst # Alex Berish Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He founded [chatobserver.com](https://chatobserver.com/) to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including [ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), AI agents and [choosing a Google Ads agency](https://cleandigital.co.uk/blog/choose-google-ads-agency). ## Articles by Alex Berish 3 articles 17 Jul 2025 AI and commerce 16 minute read ## [What does ChatGPT Agent mean for advertisers?](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: open a browser, navigate to a [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) [Read article](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) 6 Jul 2025 Paid search 6 minute read ## [Choosing a Google Ads Agency in 2025](https://cleandigital.co.uk/blog/choose-google-ads-agency) Most businesses know they should be using Google Ads. Far fewer know if they're truly getting a positive return. Choosing the right Google [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) [Read article](https://cleandigital.co.uk/blog/choose-google-ads-agency) 13 Jun 2025 AI and commerce 8 minute read ## [Get Your Products into ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) Most businesses don't have a ChatGPT strategy. Learning how to get your products into ChatGPT Shopping is about to become extremely [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) [Read article](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/alex-berish#profile-page", "name": "Articles by Alex Berish", "url": "https://cleandigital.co.uk/blog/authors/alex-berish", "description": "Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He founded chatobserver.com to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including ChatGPT Shopping, AI agents and choosing a Google Ads agency.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/alex-berish#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers", "name": "What does ChatGPT Agent mean for advertisers?" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/choose-google-ads-agency", "name": "Choosing a Google Ads Agency in 2025" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping", "name": "Get Your Products into ChatGPT Shopping" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/alex-berish#person", "name": "Alex Berish", "url": "https://cleandigital.co.uk/blog/authors/alex-berish", "description": "Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He founded chatobserver.com to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including ChatGPT Shopping, AI agents and choosing a Google Ads agency.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/alex_final.webp", "jobTitle": "Data Analyst", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/alex-berish#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/callum-coard Markdown URL: https://cleandigital.co.uk/blog/authors/callum-coard/index.md --- title: "Articles by Callum Coard | Clean Digital" description: "Articles by Callum Coard on PPC, paid media and digital advertising." canonical: "https://cleandigital.co.uk/blog/authors/callum-coard" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Callum Coard ## Articles by Callum Coard 8 articles 6 Mar 2026 Paid search 7 minute read ## [In 2026, do Old Google Ads Metrics still matter?](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) 6 Feb 2026 5 minute read ## [AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) 12 Nov 2025 Paid social 4 minute read ## [Meta Andromeda: What It Means for Your Meta Ads Strategy](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) 15 Oct 2025 Paid search 3 minute read ## [How Weather Patterns Are Reshaping Paid Search Seasonality](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) 29 Jun 2022 Paid search 2 minute read ## [How To Use Exclusions To Save Money On Google Display Ads](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) Google Display ads are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) 21 Mar 2022 Paid search 3 minute read ## [3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns](https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns) Effectively managing bids, audiences, and placements is crucial for the success of a YouTube PPC campaign. However, just as important is producing engaging [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns) 8 Dec 2021 Paid search 2 minute read ## [10 Ad Extensions To Boost Your Google Search Ads](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) Failing to use ad extensions on Google Search Ads is one of the biggest mistakes made by inexperienced advertisers. Extensions are extra relevant information [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) 29 Sept 2021 Paid search 2 minute read ## [Responsive Search Ads: Why You Should Start Using Them ASAP](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs) [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) [Read article](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/callum-coard#profile-page", "name": "Articles by Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "description": "Articles by Callum Coard on PPC, paid media and digital advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/callum-coard#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter", "name": "In 2026, do Old Google Ads Metrics still matter?" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026", "name": "AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy", "name": "Meta Andromeda: What It Means for Your Meta Ads Strategy" }, { "@type": "ListItem", "position": 4, "url": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality", "name": "How Weather Patterns Are Reshaping Paid Search Seasonality" }, { "@type": "ListItem", "position": 5, "url": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads", "name": "How To Use Exclusions To Save Money On Google Display Ads" }, { "@type": "ListItem", "position": 6, "url": "https://cleandigital.co.uk/blog/3-google-tools-to-inspire-engaging-creative-for-youtube-ppc-campaigns", "name": "3 Google Tools To Inspire Engaging Creative For YouTube PPC Campaigns" }, { "@type": "ListItem", "position": 7, "url": "https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads", "name": "10 Ad Extensions To Boost Your Google Search Ads" }, { "@type": "ListItem", "position": 8, "url": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap", "name": "Responsive Search Ads: Why You Should Start Using Them ASAP" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/callum-coard#person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "description": "Articles by Callum Coard on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/callum-coard#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/christina-mcleod Markdown URL: https://cleandigital.co.uk/blog/authors/christina-mcleod/index.md --- title: "Articles by Christina McLeod | Clean Digital" description: "Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about PPC account..." canonical: "https://cleandigital.co.uk/blog/authors/christina-mcleod" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/christina%20mcleod%20clean%20digital%20transparent%20headshot.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Christina McLeod Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about [PPC account structure](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022), search ad positioning and using [user-generated content](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) in social ads. ## Articles by Christina McLeod 3 articles 24 Mar 2026 Paid social 3 minute read ## [Why UGC Ads are the Future of Brand Marketing](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show [Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) [Read article](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) 24 Feb 2022 Paid search 5 minute read ## [What Does an Effective PPC Account Structure Look Like in 2022?](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are [Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) [Read article](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) 24 Nov 2021 Paid search 3 minute read ## [Number 1 In The Search Results: Is This Really The Best Place To Be?](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best [Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) [Read article](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/christina-mcleod#profile-page", "name": "Articles by Christina McLeod", "url": "https://cleandigital.co.uk/blog/authors/christina-mcleod", "description": "Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about PPC account structure, search ad positioning and using user-generated content in social ads.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/christina-mcleod#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing", "name": "Why UGC Ads are the Future of Brand Marketing" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022", "name": "What Does an Effective PPC Account Structure Look Like in 2022?" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be", "name": "Number 1 In The Search Results: Is This Really The Best Place To Be?" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/christina-mcleod#person", "name": "Christina McLeod", "url": "https://cleandigital.co.uk/blog/authors/christina-mcleod", "description": "Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about PPC account structure, search ad positioning and using user-generated content in social ads.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/christina%20mcleod%20clean%20digital%20transparent%20headshot.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/christina-mcleod#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/david-dye Markdown URL: https://cleandigital.co.uk/blog/authors/david-dye/index.md --- title: "Articles by David Dye | Clean Digital" description: "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC..." canonical: "https://cleandigital.co.uk/blog/authors/david-dye" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # David Dye David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about [Amazon advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising), PPC automation and using [changes in customer demand](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) to plan campaigns. ## Articles by David Dye 3 articles 26 May 2026 2 minute read ## [Why Marketing Must Move from Seasonal to Signal Led](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) [Read article](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) 27 Jan 2022 4 minute read ## [The Emergence Of Amazon Advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising) Amazon is a household name, known for being one of the world’s largest online marketplaces alongside Amazon Music, Amazon Prime and, most recently, [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) [Read article](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising) 12 Jan 2022 Paid search 3 minute read ## [5 PPC Trends For 2022](https://cleandigital.co.uk/blog/5-ppc-trends-for-2022) Google has gradually increased their push on AI over the last few years as it continues to evolve throughout PPC landscape. AI today will likely look vastly [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) [Read article](https://cleandigital.co.uk/blog/5-ppc-trends-for-2022) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/david-dye#profile-page", "name": "Articles by David Dye", "url": "https://cleandigital.co.uk/blog/authors/david-dye", "description": "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC automation and using changes in customer demand to plan campaigns.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/david-dye#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led", "name": "Why Marketing Must Move from Seasonal to Signal Led" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising", "name": "The Emergence Of Amazon Advertising" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/5-ppc-trends-for-2022", "name": "5 PPC Trends For 2022" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/david-dye#person", "name": "David Dye", "url": "https://cleandigital.co.uk/blog/authors/david-dye", "description": "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC automation and using changes in customer demand to plan campaigns.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/david-dye#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/declan-mcginley Markdown URL: https://cleandigital.co.uk/blog/authors/declan-mcginley/index.md --- title: "Articles by Declan McGinley | Clean Digital" description: "Articles by Declan McGinley on PPC, paid media and digital advertising." canonical: "https://cleandigital.co.uk/blog/authors/declan-mcginley" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Former contributor # Declan McGinley ## Articles by Declan McGinley 5 articles 11 Mar 2026 Paid search 2 minute read ## [Clean Digital Achieves Google Premier Partner Status](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) [Read article](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) 23 Jan 2026 4 minute read ## [Progress Beats Promises: The Shift from Deferred Value to Instant Relevance](https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance) We are operating in an era of sustained uncertainty rather than short-term disruption. Economic volatility, geopolitical instability, climate anxiety, [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) [Read article](https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance) 8 Jan 2026 Paid social 2 minute read ## [Meta’s Ads Library just got more useful (and here’s why it matters for 2026)](https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful) Firstly, you can now filter Ads Library results by WhatsApp. That’s a big deal. WhatsApp has always been there in Meta’s ecosystem, but until now [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) [Read article](https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful) 29 Jul 2020 Paid search 5 minute read ## [Clean Digital PPC Best Practice Series: Location Strategy](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) 24 Jan 2019 Paid search 2 minute read ## [Search Ads Above Or Below The Organic Results - Does It Matter?](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings. [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) [Read article](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/declan-mcginley#profile-page", "name": "Articles by Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "description": "Articles by Declan McGinley on PPC, paid media and digital advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/declan-mcginley#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status", "name": "Clean Digital Achieves Google Premier Partner Status" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance", "name": "Progress Beats Promises: The Shift from Deferred Value to Instant Relevance" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful", "name": "Meta’s Ads Library just got more useful (and here’s why it matters for 2026)" }, { "@type": "ListItem", "position": 4, "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy", "name": "Clean Digital PPC Best Practice Series: Location Strategy" }, { "@type": "ListItem", "position": 5, "url": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter", "name": "Search Ads Above Or Below The Organic Results - Does It Matter?" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/declan-mcginley#person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "description": "Articles by Declan McGinley on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/declan-mcginley#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/emma-fairley Markdown URL: https://cleandigital.co.uk/blog/authors/emma-fairley/index.md --- title: "Articles by Emma Fairley | Clean Digital" description: "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about..." canonical: "https://cleandigital.co.uk/blog/authors/emma-fairley" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Emma Fairley Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about [Google Display](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), [alternative search engines](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) and voice search, and contributes platform news to Weekly Insights. ## Articles by Emma Fairley 3 articles 25 Jul 2023 Paid search 7 minute read ## [Google’s Display Network (GDN) – Why Should You Use It?](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it) What is GDN? Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites and apps as well as properties that belong [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) [Read article](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it) 21 Jul 2022 Paid search 5 minute read ## [Advertising On Alternative Search Engines Other Than Google & Bing](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) [Read article](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) 11 Nov 2021 Paid search 5 minute read ## [Voice Search Integration Into PPC](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) [Read article](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/emma-fairley#profile-page", "name": "Articles by Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "description": "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about Google Display, alternative search engines and voice search, and contributes platform news to Weekly Insights.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/emma-fairley#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it", "name": "Google’s Display Network (GDN) – Why Should You Use It?" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing", "name": "Advertising On Alternative Search Engines Other Than Google & Bing" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc", "name": "Voice Search Integration Into PPC" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/emma-fairley#person", "name": "Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "description": "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about Google Display, alternative search engines and voice search, and contributes platform news to Weekly Insights.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/emma-fairley#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/fraser-smith Markdown URL: https://cleandigital.co.uk/blog/authors/fraser-smith/index.md --- title: "Articles by Fraser Smith | Clean Digital" description: "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on..." canonical: "https://cleandigital.co.uk/blog/authors/fraser-smith" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Fraser Smith Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. ## Articles by Fraser Smith 11 articles 11 Dec 2025 6 minute read ## [The Rising Costs of Digital Advertising](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) 26 Nov 2025 4 minute read ## [Using Google Trends for UK Consumer Sentiment Analysis](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) 29 Sept 2025 Agency and business 9 minute read ## [Digital Marketing for Hotels: Our Blueprint For Success](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) At Clean Digital, we've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns. [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) 25 Sept 2025 AI and commerce 4 minute read ## [Generative Search Optimisation: How to Optimise for AI Search](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) Search is changing - fast. Google, ChatGPT, Gemini, Claude… they are no longer just giving you a list of links. They answer your questions for you. [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) 12 Aug 2025 Paid search 3 minute read ## [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) 28 Jun 2024 Paid search 3 minute read ## [Google Ads Unveils Game-Changing Updates](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) 9 Feb 2024 Paid search 4 minute read ## [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) 5 Nov 2020 Programmatic 3 minute read ## [How to Measure Advertising Success on Spotify Ads](https://cleandigital.co.uk/blog/how-to-measure-advertising-success-on-spotify-ads) Whilst video killed the radio star, Spotify Ads is currently set to put a dent in radio ad budgets, as campaigns have more precise targeting options and, in [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/how-to-measure-advertising-success-on-spotify-ads) 16 Sept 2020 Paid search 8 minute read ## [Clean Digital PPC Best Practice Series: Google Shopping](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) 1 Apr 2020 Paid search 8 minute read ## [The E-Commerce Google Ads Landscape During COVID-19](https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19) Businesses are hyper-focused on cash flow at the moment (and rightly so), which means that certain costs, such as marketing, are being cut in order to protect [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19) 16 Aug 2018 Paid search 3 minute read ## [Compound Bidding: Looking Beyond Performance Data](https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data) One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) [Read article](https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/fraser-smith#profile-page", "name": "Articles by Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. 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He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/fraser-smith#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/hannah-pate Markdown URL: https://cleandigital.co.uk/blog/authors/hannah-pate/index.md --- title: "Articles by Hannah Pate | Clean Digital" description: "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about..." canonical: "https://cleandigital.co.uk/blog/authors/hannah-pate" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Hannah Pate Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). ## Articles by Hannah Pate 11 articles 17 Jul 2026 4 minute read ## [What Three Years of Employee Ownership Looks Like](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) "A company is only as good as its people" A phrase many businesses throw around, but back in May 2023, we decided to truly put our money [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) 26 Jun 2026 Agency and business 3 minute read ## [Clean Digital Wins Silver Award: Why It Feels Like Gold](https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold) ...more than just fake videos of hamsters riding whales, more than confusing images that look almost real…but not quite! And more than just a [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold) 12 Jun 2026 Paid search 5 minute read ## [The PPC World Cup: Navigating Strategy During the Tournament](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) 16 Apr 2026 Agency and business 4 minute read ## [Global Agency Award Finalists: Clean Digital Recognised on Global Stage](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh, [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) 28 Jul 2025 Agency and business 4 minute read ## [Why Our Strong Company Culture Has Been Key To Our Success](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) “A company is only as good as its people.” - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) 4 Jun 2025 Agency and business 3 minute read ## [Clean Digital: UK Culture Award Double Winners](https://cleandigital.co.uk/blog/clean-digital-double-winners) We did it!! In a year that has highlighted the strength of our team and the vibrancy of our culture, we are beyond thrilled to scoop up both awards we [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/clean-digital-double-winners) 27 Feb 2024 Programmatic 4 minute read ## [Programmatic Advertising: A Simple Guide](https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide) You’ve probably heard the term 'programmatic advertising' being tossed about in digital marketing circles lately, but what exactly does it mean? And how is [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide) 1 Nov 2023 Paid search 5 minute read ## [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP!](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) 25 Oct 2023 Paid search 3 minute read ## [Clean Digital: PPC Agency of the Year 2023](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) Founded back in the summer of 2012, Clean Digital is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) 28 Jul 2021 Paid search 5 minute read ## [A Beginner's Guide To Remarketing For Display](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) 14 Aug 2020 Paid search 6 minute read ## [Clean Digital PPC Best Practice Series: Dynamic Search Ads](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/hannah-pate#profile-page", "name": "Articles by Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. 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And Why You Need To Be Using It ASAP!" }, { "@type": "ListItem", "position": 9, "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023", "name": "Clean Digital: PPC Agency of the Year 2023" }, { "@type": "ListItem", "position": 10, "url": "https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display", "name": "A Beginner's Guide To Remarketing For Display" }, { "@type": "ListItem", "position": 11, "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads", "name": "Clean Digital PPC Best Practice Series: Dynamic Search Ads" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/hannah-pate#person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/hannah-pate#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/hattie-abell Markdown URL: https://cleandigital.co.uk/blog/authors/hattie-abell/index.md --- title: "Articles by Hattie Abell | Clean Digital" description: "Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about conversion value..." canonical: "https://cleandigital.co.uk/blog/authors/hattie-abell" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hattie-abell.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Hattie Abell Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about [conversion value rules](https://cleandigital.co.uk/blog/value-rules) and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights. ## Articles by Hattie Abell 1 article 18 Jul 2024 Paid search 4 minute read ## [Value Rules: Maximise Your PPC Success](https://cleandigital.co.uk/blog/value-rules) Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you [Hattie Abell](https://cleandigital.co.uk/blog/authors/hattie-abell) [Read article](https://cleandigital.co.uk/blog/value-rules) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/hattie-abell#profile-page", "name": "Articles by Hattie Abell", "url": "https://cleandigital.co.uk/blog/authors/hattie-abell", "description": "Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about conversion value rules and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/hattie-abell#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/value-rules", "name": "Value Rules: Maximise Your PPC Success" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/hattie-abell#person", "name": "Hattie Abell", "url": "https://cleandigital.co.uk/blog/authors/hattie-abell", "description": "Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about conversion value rules and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hattie-abell.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/hattie-abell#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/jack-campbell Markdown URL: https://cleandigital.co.uk/blog/authors/jack-campbell/index.md --- title: "Articles by Jack Campbell | Clean Digital" description: "Articles by Jack Campbell on PPC, paid media and digital advertising." canonical: "https://cleandigital.co.uk/blog/authors/jack-campbell" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Jack Campbell ## Articles by Jack Campbell 3 articles 23 Feb 2026 Paid social 4 minute read ## [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) [Read article](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) 20 Aug 2024 Paid search 3 minute read ## [Display Ads: Grow Traffic & Boost All-Channel Performance](https://cleandigital.co.uk/blog/display-ads) Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) [Read article](https://cleandigital.co.uk/blog/display-ads) 19 Oct 2022 Data and measurement 3 minute read ## [Google Data Studio: What Is It & How Does It Help With Reporting?](https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting) Even with little experience, GDS is very easy to get to grips with. The power behind the visual tools that it offers, will blow your mind; like it did [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) [Read article](https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/jack-campbell#profile-page", "name": "Articles by Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "description": "Articles by Jack Campbell on PPC, paid media and digital advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/jack-campbell#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert", "name": "Creative Is the New Targeting: How to Build Meta Ads That Actually Convert" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/display-ads", "name": "Display Ads: Grow Traffic & Boost All-Channel Performance" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting", "name": "Google Data Studio: What Is It & How Does It Help With Reporting?" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/jack-campbell#person", "name": "Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "description": "Articles by Jack Campbell on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/jack-campbell#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/kirsten-douglas Markdown URL: https://cleandigital.co.uk/blog/authors/kirsten-douglas/index.md --- title: "Articles by Kirsten Douglas | Clean Digital" description: "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about..." canonical: "https://cleandigital.co.uk/blog/authors/kirsten-douglas" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Kirsten Douglas Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). ## Articles by Kirsten Douglas 8 articles 15 May 2026 Paid search 4 minute read ## [Making The Most Of First-Party Data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data) But what exactly is first-party data, why does it matter, and how can brands harness it to build trust and deliver better advertising? First-party data [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data) 11 Jun 2024 3 minute read ## [Instagram: Working Towards Rewarding Original Creators](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) 13 Jul 2023 Paid search 2 minute read ## [Account Level Negative Keywords: One List To Rule Them All](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) 30 Nov 2022 Paid social 2 minute read ## [TikTok Continues Their Rise In 2022](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) Earlier this year we posted about TikTok advertising on the increase for 2022, and the results in so far have definitely cemented that fact. In April it [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) 21 Sept 2022 Data and measurement 3 minute read ## [How To Track Campaign Performance Using UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) 27 Apr 2022 Paid search 3 minute read ## [A Few Things That Affect Your Google Ads Quality Score](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) 10 Feb 2022 Paid social 2 minute read ## [TikTok Advertising Taking Over In 2022](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022) In 2020 TikTok was one of the most downloaded apps worldwide, and since then it’s impossible to deny the impact that this social media [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022) 18 Oct 2021 Paid search 3 minute read ## [5 Tips for Christmas Campaigns](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) [Read article](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/kirsten-douglas#profile-page", "name": "Articles by Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. 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After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) 4 Feb 2025 Paid search 3 minute read ## [Bidding Towards New Customer Acquisition](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) Leveraging Google's New Customer Acquisition Setting for E-commerce Success In the shifting landscape of digital marketing, Google continues to innovate [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) 7 Apr 2021 Paid search 5 minute read ## [Google Ads Targeting: What Are Affinity Audiences?](https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences) Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies based on a [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences) 16 Mar 2021 5 minute read ## [Facebook: Implications of the Apple iOS 14 Update](https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update) Many of you may have already heard or been notified of Apple’s iOS 14 update on your mobile devices. However, there is a larger issue at hand which [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update) 27 Nov 2020 Paid search 7 minute read ## [PPC Best Practice: Brand Campaigns – Are they worth it?](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) 8 Oct 2020 Programmatic 6 minute read ## [The World of Spotify Advertising](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) What is Spotify Advertising? Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) [Read article](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/logan-hunter#profile-page", "name": "Articles by Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "description": "Articles by Logan Hunter on PPC, paid media and digital advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/logan-hunter#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business", "name": "Google Shopping Vehicle Listings: Rev Up Your Automotive Business" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition", "name": "Bidding Towards New Customer Acquisition" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences", "name": "Google Ads Targeting: What Are Affinity Audiences?" }, { "@type": "ListItem", "position": 4, "url": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update", "name": "Facebook: Implications of the Apple iOS 14 Update" }, { "@type": "ListItem", "position": 5, "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it", "name": "PPC Best Practice: Brand Campaigns – Are they worth it?" }, { "@type": "ListItem", "position": 6, "url": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising", "name": "The World of Spotify Advertising" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/logan-hunter#person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "description": "Articles by Logan Hunter on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/logan-hunter#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/megan-macarthur Markdown URL: https://cleandigital.co.uk/blog/authors/megan-macarthur/index.md --- title: "Articles by Megan MacArthur | Clean Digital" description: "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes..." canonical: "https://cleandigital.co.uk/blog/authors/megan-macarthur" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Megan MacArthur Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about [ad creative](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing), [TikTok Search Ads](https://cleandigital.co.uk/blog/tiktok-search-ads) and how people search for products on social media. ## Articles by Megan MacArthur 3 articles 13 Jul 2026 Paid social 3 minute read ## [Why Creative Matters in Paid Media](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing) In paid media, data and spend often get all the attention, but the role of creative is often overlooked. Without strong, engaging ads, even the biggest [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) [Read article](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing) 18 Nov 2025 Paid social 3 minute read ## [TikTok Search Ads: Capturing Intent in the Moment](https://cleandigital.co.uk/blog/tiktok-search-ads) In recent years, consumers have changed the way in which they search for products and services. The rise of ‘social search’ has paved [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) [Read article](https://cleandigital.co.uk/blog/tiktok-search-ads) 19 Aug 2025 Paid social 4 minute read ## [The Rise of Social Search](https://cleandigital.co.uk/blog/the-rise-of-social-search) According to a recent survey carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) [Read article](https://cleandigital.co.uk/blog/the-rise-of-social-search) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/megan-macarthur#profile-page", "name": "Articles by Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "description": "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about ad creative, TikTok Search Ads and how people search for products on social media.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/megan-macarthur#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing", "name": "Why Creative Matters in Paid Media" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/tiktok-search-ads", "name": "TikTok Search Ads: Capturing Intent in the Moment" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/the-rise-of-social-search", "name": "The Rise of Social Search" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/megan-macarthur#person", "name": "Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "description": "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about ad creative, TikTok Search Ads and how people search for products on social media.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/megan-macarthur#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/melissa-wratt Markdown URL: https://cleandigital.co.uk/blog/authors/melissa-wratt/index.md --- title: "Articles by Melissa Wratt | Clean Digital" description: "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She..." canonical: "https://cleandigital.co.uk/blog/authors/melissa-wratt" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Melissa Wratt Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. ## Articles by Melissa Wratt 10 articles 16 Apr 2026 Paid search 7 minute read ## [CTR Is Not Dead. It's Just Changed Its Outfit.](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) 2 Dec 2025 Paid search 4 minute read ## [Are micro conversions the most underused advantage in PPC??](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) 6 Nov 2025 Paid social 4 minute read ## [B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) 28 Oct 2025 4 minute read ## [Content-Specific Paid Media Strategy: Making Content Work Harder](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) 22 Sept 2025 Programmatic 3 minute read ## [Programmatic Advertising: When It’s the Right Fit](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in. At Clean Digital, we run [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) 20 Jun 2025 3 minute read ## [Thinking About AI Max for Search? Start Here First.](https://cleandigital.co.uk/blog/ai-max-for-search) Search is changing fast. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ai-max-for-search) 28 Aug 2024 Paid search 3 minute read ## [CSS: All You Need to Know About Comparison Shopping Services](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing. But what exactly is a CSS and why is it a game-changer? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) 28 May 2024 Paid search 2 minute read ## [Using Portfolio Bids To Set CPC Bid Limits](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) 20 Apr 2023 Data and measurement 3 minute read ## [From UA to GA4: Important Changes You Should Know About](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) Have you been wondering what is changing with Google Analytics 4 (GA4) compared to Universal Analytics (UA)? Well, you are not alone, you little Socrates. [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) 22 Feb 2023 3 minute read ## [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/melissa-wratt#profile-page", "name": "Articles by Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. 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Start Here First." }, { "@type": "ListItem", "position": 7, "url": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know", "name": "CSS: All You Need to Know About Comparison Shopping Services" }, { "@type": "ListItem", "position": 8, "url": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits", "name": "Using Portfolio Bids To Set CPC Bid Limits" }, { "@type": "ListItem", "position": 9, "url": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about", "name": "From UA to GA4: Important Changes You Should Know About" }, { "@type": "ListItem", "position": 10, "url": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate", "name": "From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/melissa-wratt#person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/melissa-wratt#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/patrick-mclean Markdown URL: https://cleandigital.co.uk/blog/authors/patrick-mclean/index.md --- title: "Articles by Patrick McLean | Clean Digital" description: "Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about..." canonical: "https://cleandigital.co.uk/blog/authors/patrick-mclean" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/patrick_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Patrick McLean Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about [customer personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) and using [customer location data](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) to plan business expansion. ## Articles by Patrick McLean 2 articles 18 Jun 2026 2 minute read ## [From Data to Doorstep. Your Next Location is Hiding in Plain Sight.](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling, [Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) [Read article](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) 19 Sept 2023 Paid social 7 minute read ## [Mastering Your Market with Customer Personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) There are many approaches to advertising, but a “one size fits all” targeting method will rarely provide the results you desire.Consider the [Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) [Read article](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/patrick-mclean#profile-page", "name": "Articles by Patrick McLean", "url": "https://cleandigital.co.uk/blog/authors/patrick-mclean", "description": "Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about customer personas and using customer location data to plan business expansion.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/patrick-mclean#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight", "name": "From Data to Doorstep. Your Next Location is Hiding in Plain Sight." }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas", "name": "Mastering Your Market with Customer Personas" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/patrick-mclean#person", "name": "Patrick McLean", "url": "https://cleandigital.co.uk/blog/authors/patrick-mclean", "description": "Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about customer personas and using customer location data to plan business expansion.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/patrick_final.webp", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/patrick-mclean#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/rory-young Markdown URL: https://cleandigital.co.uk/blog/authors/rory-young/index.md --- title: "Articles by Rory Young | Clean Digital" description: "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing..." canonical: "https://cleandigital.co.uk/blog/authors/rory-young" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Rory Young Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. ## Articles by Rory Young 13 articles 8 Jun 2023 Paid search 3 minute read ## [Why Employee Ownership Is Right For Us](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) Clean Digital has always had a clear vision; to provide best-in-class customer service via our PPC management and constantly push the boundaries on what we [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) 26 Jan 2021 4 minute read ## [Using Custom Audiences On Google Display Network](https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network) Often, the most effective way to utilise Audiences in Google Display Network campaigns is to include Remarketing Lists; putting your ad in front of people [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network) 19 Nov 2019 Paid search 5 minute read ## [The Rise Of Variants](https://cleandigital.co.uk/blog/the-rise-of-the-variants) What is a close variant match? Google explain it best here, although in short it’s Google’s method of matching what it sees as relevant terms [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/the-rise-of-the-variants) 28 Oct 2019 Paid search 7 minute read ## [Human Led Automation For E-Commerce PPC - Part 1](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1) When running a PPC campaign the most important question is usually; “how much can I afford to pay for my traffic that ensures we get enough volume [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1) 17 Oct 2019 Paid search 7 minute read ## [Input Orientated Mindset - When PPC And Poker Overlap](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) 23 Sept 2019 3 minute read ## [The Shady World Of Search (Partners)](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: The question [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) 6 Sept 2019 Paid search 2 minute read ## [LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. It's [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) 23 Apr 2019 Paid search 5 minute read ## [Using Click Share To Spot Performance Outliers](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) 10 Jan 2019 Paid search 4 minute read ## [The Hidden Potential Of Time-Based Optimisation](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) 19 Dec 2018 Paid search 2 minute read ## [Google's New Demographic Options](https://cleandigital.co.uk/blog/googles-new-demographic-options) Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/googles-new-demographic-options) 29 Aug 2018 Data and measurement 2 minute read ## [Setting up gtag.js event tracking in Google Analytics](https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking) If your Google Analytics account is using the latest “gtag.js” snippet, and you rely on event tracking for your reporting and analysis, you [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking) 25 Jul 2018 Paid search 2 minute read ## [How PPC Can Help Measure Your Offline Advertising Impact](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels. [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) 25 Jul 2018 Paid social 3 minute read ## [How To Advertise On Facebook Internationally](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) [Read article](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/rory-young#profile-page", "name": "Articles by Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. 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He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. 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He also..." canonical: "https://cleandigital.co.uk/blog/authors/sean-mcgauran" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/sean%20mcgauran%20transparent%20headshot.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Sean McGauran Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He writes about using [Google Ads extensions](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) and [building brand awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) through paid advertising. ## Articles by Sean McGauran 3 articles 26 Aug 2026 Paid search 5 minute read ## [Why Display Advertising Still Matters in PPC Strategies](https://cleandigital.co.uk/blog/why-display-advertising-still-matters-in-ppc-strategies) It’s often seen as inefficient, hard to measure, or something you run because you feel like you should rather than because you actually believe in it. And [Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) [Read article](https://cleandigital.co.uk/blog/why-display-advertising-still-matters-in-ppc-strategies) 23 Mar 2023 Paid search 3 minute read ## [Ad Extensions: Why Are They So Important?](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive [Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) [Read article](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) 9 Jun 2021 4 minute read ## [The Importance of Brand Awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) Many businesses that we speak to say that they want to grow their businesses online, which is a great idea in today’s climate where consumers are [Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) [Read article](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/sean-mcgauran#profile-page", "name": "Articles by Sean McGauran", "url": "https://cleandigital.co.uk/blog/authors/sean-mcgauran", "description": "Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He writes about using Google Ads extensions and building brand awareness through paid advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/sean-mcgauran#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/why-display-advertising-still-matters-in-ppc-strategies", "name": "Why Display Advertising Still Matters in PPC Strategies" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions", "name": "Ad Extensions: Why Are They So Important?" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness", "name": "The Importance of Brand Awareness" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/sean-mcgauran#person", "name": "Sean McGauran", "url": "https://cleandigital.co.uk/blog/authors/sean-mcgauran", "description": "Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He writes about using Google Ads extensions and building brand awareness through paid advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/sean%20mcgauran%20transparent%20headshot.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/sean-mcgauran#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/authors/stoyan-stoyanov Markdown URL: https://cleandigital.co.uk/blog/authors/stoyan-stoyanov/index.md --- title: "Articles by Stoyan Stoyanov | Clean Digital" description: "Articles by Stoyan Stoyanov on PPC, paid media and digital advertising." canonical: "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/SS%20Headshot.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Stoyan Stoyanov ## Articles by Stoyan Stoyanov 1 article 5 Mar 2025 4 minute read ## [Breaking into Digital Marketing: Why Paid Ads is a Smart First Step](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year [Stoyan Stoyanov](https://cleandigital.co.uk/blog/authors/stoyan-stoyanov) [Read article](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "ProfilePage", "@id": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov#profile-page", "name": "Articles by Stoyan Stoyanov", "url": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov", "description": "Articles by Stoyan Stoyanov on PPC, paid media and digital advertising.", "inLanguage": "en-GB", "mainEntity": { "@id": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov#person" }, "hasPart": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step", "name": "Breaking into Digital Marketing: Why Paid Ads is a Smart First Step" } ] } }, { "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov#person", "name": "Stoyan Stoyanov", "url": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov", "description": "Articles by Stoyan Stoyanov on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/SS%20Headshot.png", "jobTitle": "Contributor", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov#profile-page" } } ] } ``` --- Source URL: https://cleandigital.co.uk/blog/automate-image-color Markdown URL: https://cleandigital.co.uk/blog/automate-image-color/index.md --- title: "Colourful Solutions: Automate Image “Color” Attribute With Python" description: "Automate image \"Color\" attribute with Python. Work at an eCommere brand? We’ve outlined a way to automate the process and have the attributes ready in seconds." canonical: "https://cleandigital.co.uk/blog/automate-image-color" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Automate_Image_Color.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Colourful Solutions: Automate Image “Color” Attribute With Python We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However, [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 11 May 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. **We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However, sometimes, information is missing in the feed for many different reasons; the backend is not ready to pull some attributes, the information is not available, etc.** This is what happens sometimes with the “color” attribute on [Merchant Centre](https://www.google.com/intl/en_uk/retail/solutions/merchant-center/?mcsubid=gb-en-ha-mc-bk-c-mce%21o3). If you run an e-commerce, Clothing & Apparel business for example, and have lots of product variants/colours, the “color” attribute becomes vitally important. If the product feed does not have this information readily available, and we are unable to get it from the platform (which would be the ideal scenario here!) we’ve outlined a way to automate the process and have the attributes **ready in a matter of seconds.** Export from BigQuery Using [BigQuery](https://cloud.google.com/bigquery) data transfer service, we can pull a merchant centre export which enables us to see the number of disapproved products as well as all of the feed attributes. This comes handy to create dashboards monitoring the feeds’ health but also to create supplemental feeds to create custom labels, and in this case, add new product attributes.  Download Images Now we have all the feed attributes ready in BigQuery, we can pull out the “image_link” attribute. We need the image URLs to download the product images and process them later. The easiest way to download all the image URLs is through the google-cloud-bigquery or pandas-gbq library. After we get the list of URLs with a simple “Select” [SQL statement](https://cloud.google.com/bigquery/docs/reference/libraries#client-libraries-usage-python), we can download the images using the requests library. Check the Colours Once we have our images ready, we need to use another two libraries to check the predominant colours in the image: colorthief and webcolors. For instance, if we have this image:  The script is going to determine that the predominant colour in the picture is: darkslategrey. We can use that colour as an attribute or we can do further maths to extract the predominant color on the “dark slate grey” which in this case can be either green or blue (both have, surprisingly, the same colour % mix). Send this info to Google Sheets After you choose whether you want to push a basic colour or the darkslategrey, we can easily send the information to a google sheets spreadsheet by using a library like gspread and have a supplemental feed mapping the ID to the newly extracted “color” attribute. I hope you can get an idea on how powerful data enrichment can be using the Merchants Data Transfer Service for BigQuery along with scripts like the one described throughout the article. To learn more about how to optimise your data feed and make the most of all the attributes available, [sign up to our Webinar](https://us02web.zoom.us/webinar/register/WN_-GDaEF-cSme9JtkW6ib9ug) next Thursday 18th of May at 10am (BST). Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here?](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) [Mastering Your Market with Customer Personas There are many approaches to advertising, but a “one size fits all” targeting method will rarely provide the results you desire.Consider the](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/automate-image-color#blogposting", "url": "https://cleandigital.co.uk/blog/automate-image-color", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/automate-image-color" }, "headline": "Colourful Solutions: Automate Image “Color” Attribute With Python", "description": "Automate image \"Color\" attribute with Python. Work at an eCommere brand? We’ve outlined a way to automate the process and have the attributes ready in seconds.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Automate_Image_Color.png" ], "datePublished": "2023-05-11T10:46:00.000Z", "dateModified": "2023-05-11T10:46:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Automate Image Color" ], "articleSection": [ "Tips", "Python", "Automation", "Google Merchant Centre" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/automate-image-color#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Colourful Solutions: Automate Image “Color” Attribute With Python", "item": "https://cleandigital.co.uk/blog/automate-image-color" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be Markdown URL: https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be/index.md --- title: "B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen" description: "B2B marketing on LinkedIn unlocks new avenues for high-quality lead generation by leveraging targeted advertising and professional engagement." canonical: "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/b2b-marketing.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 6 November 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## If you work in B2B marketing, you are in a constant cycle of finding, qualifying and nurturing the right leads - not just anyone with a credit card and curiosity. And while plenty of platforms promise “quality leads,” only one consistently walks the walk: LinkedIn. When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to recruitment and sustainability brands. LinkedIn isn’t just a social platform for professionals; it’s an active marketplace of decision-makers who are already in “business mode.” ### Here’s why we think LinkedIn is the place to B2B: #### 1. The Professional Mindset = Built-in Intent People don’t log onto LinkedIn to look at dog videos (sadly). They’re there to connect, learn, and solve business problems, which means your ads land in a completely different mental space than on other platforms. Every profile update, connection request, or company follow is a small flare of professional intent. You’re not interrupting - you are joining the conversation. #### 2. Precision Targeting That Actually Means Something LinkedIn’s targeting isn’t about age brackets or household income; it’s about roles, companies, and authority. You can zero in on: - Job titles & functions (CFOs, Marketing Managers, IT Heads) - Industries & company names - Company size (SME, Mid-Market, Enterprise) - Seniority & decision-making level - Skills, interests & groups Layer them together, and suddenly your audience list reads like your ideal ABM spreadsheet. Spend goes further, quality goes up, and every impression counts. #### 3. Content That Feeds the Funnel LinkedIn isn’t just about pushing ads, it’s a full-funnel content platform. From awareness to conversion, you can mix formats to match user intent: - Sponsored Content: Native ads for blog posts, webinars, or case studies - Lead Gen Forms: Pre-filled, one click forms - Conversation Ads: Personalised inbox messages for direct engagement - Dynamic & Document Ads: Showcase your reports, decks, and insights natively Used together, these formats can create a smooth path from scroll to submit, nurturing professionals with actual intent rather than vanity traffic. #### 4. Building Trust While You Sell No one buys in B2B without trust. LinkedIn lets you build that naturally, post smart things, comment where it counts, share a win without sounding like a robot. Before long, you have become the brand people see everywhere and think, “Oh yeah, those guys know their stuff.” ### 5. Data That Drives Real Optimisation Sure, LinkedIn’s analytics tell you the basics. But the real juice comes when you plug into tools like Supermetrics. That’s where you find the hidden gold, the one industry quietly driving 70% of conversions or the job function that actually clicks. Because data isn’t just reporting; it’s free consulting. #### 6. Matched Audiences: The Secret Weapon If you’ve already got a CRM full of leads or target accounts, LinkedIn lets you bring that data straight into your campaigns: - Website retargeting - re-engage site visitors - Contact lists - retarget leads or exclude existing customers - Account targeting - focus on specific companies (perfect for ABM) These tools connect your first-party data with LinkedIn’s professional universe - a dream combo for B2B advertisers. #### 7. Visuals That Stop the Scroll We love data, but let’s be honest… visuals sell. Clean, bold imagery and short-form videos consistently outperform static creative on LinkedIn. As our team’s found, animation drives engagement up and CPCs down, and in a platform where clicks can cost £5+, that adds up fast. ### Top Tips From The Team David & Kirsten, two of our PPC Specialists, have run hundreds of campaigns on LinkedIn for our clients. Here is some of their top tips for running quality B2B campaigns: **David**: “Segment everything. Build distinct campaigns for top, mid, and bottom-funnel audiences, then tailor creative and bids for each. Bid lower for TOF, scale up at MOF and BOF where intent is higher. And always separate target vs. non-target accounts so spend goes where it matters most.” **Kirsten**: “In one campaign, animated video charts delivered a CTR of 1.09% vs 0.44% for static images and CPCs dropped from £3.43 to £0.67. Animation pays off. Don’t sleep on it.” ### Ready to Scale Your B2B Lead Generation? Don't let valuable B2B marketing leads slip away. At Clean Digital, we specialise in crafting high-performing LinkedIn Ads campaigns that deliver tangible results. G [et in touch](https://cleandigital.co.uk/contact) with our expert team today to discuss how we can help your brand harness the full power of LinkedIn for your next B2B lead generation campaign. ## Frequently asked questions Is LinkedIn Ads expensive? Yes … CPCs can be higher. But lead quality is also higher. We regularly see stronger Cost-Per-Qualified-Lead (CPQL) and better ROI once campaigns mature. How long until I see results? Expect a few weeks for early traction and a few months for consistent, scalable results - especially if you’re building funnel-based campaigns. What type of content works best? Educational, high-value pieces: think e-books, webinars, case studies, and insights that genuinely solve a business challenge. Can LinkedIn integrate with our CRM? Absolutely. LinkedIn integrates with most CRMs, making lead follow-up and attribution seamless. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Turn LinkedIn spend into pipeline LinkedIn works for B2B when campaigns are judged on sales-qualified pipeline rather than form fills. That takes CRM feedback and lead-quality reporting from day one. [LinkedIn Ads agency Campaigns judged on pipeline, not lead volume.](https://cleandigital.co.uk/linkedin-ads-agency) [B2B PPC agency Paid search, LinkedIn and CRM conversion imports for B2B accounts.](https://cleandigital.co.uk/b2b-ppc-agency) ## Share this article ## Related articles [Meta Andromeda: What It Means for Your Meta Ads Strategy For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) [Content-Specific Paid Media Strategy: Making Content Work Harder The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) [Using Google Trends for UK Consumer Sentiment Analysis For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be#blogposting", "url": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be" }, "headline": "B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen", "description": "B2B marketing on LinkedIn unlocks new avenues for high-quality lead generation by leveraging targeted advertising and professional engagement.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/b2b-marketing.png" ], "datePublished": "2025-11-06T16:36:00.000Z", "dateModified": "2025-11-06T16:36:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "B2B Marketing" ], "articleSection": [ "Advanced Marketing Insights", "B2B", "Lead Gen" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen", "item": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be#faq", "mainEntity": [ { "@type": "Question", "name": "Is LinkedIn Ads expensive?", "acceptedAnswer": { "@type": "Answer", "text": "Yes … CPCs can be higher. But lead quality is also higher. We regularly see stronger Cost-Per-Qualified-Lead (CPQL) and better ROI once campaigns mature.
" } }, { "@type": "Question", "name": "How long until I see results?", "acceptedAnswer": { "@type": "Answer", "text": "Expect a few weeks for early traction and a few months for consistent, scalable results - especially if you’re building funnel-based campaigns.
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" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition Markdown URL: https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition/index.md --- title: "Bidding Towards New Customer Acquisition" description: "The New Customer Acquisition setting allows advertisers to prioritise bids for new customers over returning ones, helping to capture first-time buyers." canonical: "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/new-customer-acquisition.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Bidding Towards New Customer Acquisition Leveraging Google's New Customer Acquisition Setting for E-commerce Success In the shifting landscape of digital marketing, Google continues to innovate [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 4 February 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. **Leveraging Google's New Customer Acquisition Setting for E-commerce Success** In the shifting landscape of digital marketing, Google continues to innovate with tools that help advertisers stay ahead, especially as we edge closer to a cookie-less world. While the choice to optimise towards New Customer Acquisition has been available for some time in Google Ads, without this opted into across your accounts, gathering data on New vs. Returning Customers in a post-cookie environment is not possible. This feature allows advertisers to prioritise bids for new customers over returning ones, providing valuable insights and an edge in capturing first-time buyers. **Understanding the New Setting** The New Customer Acquisition setting is designed to help advertisers distinguish between new and returning customers in their Google Ads campaigns. By enabling this feature, businesses can strategically allocate their budget towards acquiring new customers while simultaneously gathering critical data on customer behaviour. This is particularly beneficial for e-commerce clients looking to expand their customer base. **How It Works** To activate this setting, head to the conversion section in Google Ads and look for 'Customer Acquisition'. After clicking on 'edit goal', you'll be prompted with a pop-up where Google suggests a value for a new customer based on historical data (take this with a pinch of salt). The trick here is setting this value to just £0.01 higher than the value of a returning customer. This approach doesn't significantly alter your current CPC, yet allows you to start collecting valuable new versus returning customer data. _(Note: it will alter the value of every new customer conversion by £0.01)_ **Why It Matters** This strategic tweak doesn't just provide an automatic bidding advantage for acquiring new buyers but is also a proactive step towards a more privacy-centric advertising future. By gathering segmented data now, e-commerce businesses can better prepare for the inevitable changes that will come with reduced cookie tracking. **In Summary** The New Customer Acquisition setting offered by Google Ads presents a simple yet effective strategy for e-commerce clients to gain deeper insights into their customer demographics. By valuing £0.01 more for new customers, businesses can start building a more comprehensive understanding of their audience without impacting their ad spend or bids. As competition for online attention grows fiercer, these insights will prove essential for making informed marketing decisions and staying competitive. Activate this setting today with the below steps and start unlocking the potential of targeted new customer acquisition! _(Note: Unfortunately, this setting does not backdate, it will only collect data from creation date)_ **Step-by-Step Guide** **1.** **Access Customer Acquisition**: Navigate to the 'Customer Acquisition' section in the conversion settings backend and open the edit goal menu.  **2.** **Set the Value**: In the pop-up, set the new customer value to £0.01 higher than a returning customer. This slight increase is strategic—it won’t impact your budget or bids dramatically but begins the process of data segmentation.  **3.** **Apply Across Campaigns**: To ensure consistency and data collection across the board, select all campaigns, click 'Edit', and choose 'Update Customer Acquisition'. This allows the setting to take effect across all your campaigns.   **4.** **Monitor Customer Insights**: After implementation, use the 'Segment' option to filter by 'Conversion' and then 'New vs. Returning Customers.' This setup enables a detailed view of your customer data which previously displayed 'Unknown' data due to a lack of prior tracking.  As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [Google Shopping Vehicle Listings: Rev Up Your Automotive Business Google is changing quickly. After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) [Breaking into Digital Marketing: Why Paid Ads is a Smart First Step If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) [Choosing a Google Ads Agency in 2025 Most businesses know they should be using Google Ads. Far fewer know if they're truly getting a positive return. Choosing the right Google](https://cleandigital.co.uk/blog/choose-google-ads-agency) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition#blogposting", "url": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition" }, "headline": "Bidding Towards New Customer Acquisition", "description": "The New Customer Acquisition setting allows advertisers to prioritise bids for new customers over returning ones, helping to capture first-time buyers.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/new-customer-acquisition.png" ], "datePublished": "2025-02-04T16:38:00.000Z", "dateModified": "2025-02-04T16:38:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "New Customer Acquisition" ], "articleSection": [ "Features", "Tips", "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Bidding Towards New Customer Acquisition", "item": "https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform Markdown URL: https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform/index.md --- title: "Google Ads Unveils Game-Changing Updates" description: "Google Ads have announced some changes to the platform and for the first time in a while the changes are both significant and positive." canonical: "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Ads_Announcement.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google Ads Unveils Game-Changing Updates Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 28 June 2024 3 minute read  ## Listen to this article Your browser does not support audio playback. Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and positive. The changes relate to query matching in Google Ads and grant advertisers additional powers to improve matching and gain improved insight regarding visibility on search term reports, which over the last couple of years have been a point of contention for advertisers. The first of the changes relates to brand campaigns via a relatively new addition called ‘ [Brand Inclusions](https://support.google.com/google-ads/answer/14453047?hl=en#:~:text=Note%3A%20Brand%20inclusions%20will%20prevent,not%20contain%20a%20brand%20name.) ’. Announced nearly exactly a year ago, Brand Inclusions exclusively sit within broad match campaigns and help refine smart bidding’s breadth of search terms it can match to by limiting the scope to only brands which you include within campaign settings. Google have rolled out recommended brands to add within the recommendations tab within Google Ads. Just be careful though, the option is only available for broad match campaigns, so if you apply the setting it will automatically turn on the broad match campaign setting and update the match types within the campaign. A little before that, Google announced [Brand Exclusions for Performance Max](https://support.google.com/google-ads/answer/14505308?hl=en-GB). They are now expanding that feature to cover all keyword match types in addition to dynamic search ad ([DSA](https://support.google.com/google-ads/answer/2471185?hl=en-GB)) campaigns, which comes as a nice addition and another way for advertisers to better control query matching. Use this during setup to ensure that DSA campaigns are only matching to brands you’re comfortable with, thus ensuring you’re being as efficient as possible. The final point in the announcement regarding improved matching is that negative keywords can now identify and block misspells of queries, which is a complete godsend to advertisers. Instead of tediously adding in a near unlimited number of misspells (Google themselves note that there apparently is somehow 1.5 million ways to misspell ‘YouTube’), only a single negative will now need added to comprehensively prevent a specific term from showing. Moving onto the increased visibility changes, Google have announced that now up to 9% more search terms which previous fell under the ‘Other’ grouping will be available to be reviewed in search term reports. It is worth noting that these 'new' terms will be misspells of other terms which are already available and with the aforementioned update on how negative keywords will work (e.g. blocking misspells), the impact and efficiency gains of the change is welcomed, but likely redundant with good account upkeep. To summarise: - Brand Inclusions are now in place for Broad Match Campaigns - Brand Exclusions are now in place for all match types & DSA campaigns. - Negative keywords now cover and block misspells - Increased visibility across search term reports. For more information, including some examples of how these changes will impact your account, check out [Google’s blog here](https://support.google.com/google-ads/answer/15070437?trk=feed_main-feed-card_comment-text) and be sure to implement some of these great changes in your accounts over the coming days and weeks. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you](https://cleandigital.co.uk/blog/value-rules) [Using Portfolio Bids To Set CPC Bid Limits Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) [Display Ads: Grow Traffic & Boost All-Channel Performance Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target](https://cleandigital.co.uk/blog/display-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform#blogposting", "url": "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform" }, "headline": "Google Ads Unveils Game-Changing Updates", "description": "Google Ads have announced some changes to the platform and for the first time in a while the changes are both significant and positive.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Ads_Announcement.png" ], "datePublished": "2024-06-28T12:31:00.000Z", "dateModified": "2024-06-28T12:31:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Ads" ], "articleSection": [ "Announcements", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google Ads Unveils Game-Changing Updates", "item": "https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step Markdown URL: https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step/index.md --- title: "Breaking into Digital Marketing: Why Paid Ads is a Smart First Step" description: "A digital marketing career in paid ads can take you far because the skills you develop are applicable across many industries." canonical: "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/digital-marketing.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Breaking into Digital Marketing: Why Paid Ads is a Smart First Step If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year [Stoyan Stoyanov](https://cleandigital.co.uk/blog/authors/stoyan-stoyanov) 5 March 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year ago—a recent graduate, fresh out of uni with my master’s degree in digital marketing, thinking, “Okay, what now? I don’t know where to begin.” It’s hard to figure out what you want to do when you haven’t had proper exposure, but at the same time, most companies expect you to already have some experience. Finding one who’s willing to take on someone with no experience can be challenging, but it’s not impossible. Long story short, I’m here to tell you that a career in paid ads can take you far because the skills you develop are applicable across many industries. Anyway, enough rambling—let’s get to the main points: paid ads, or more specifically, PPC. If you like data, this is the field for you. One of the reasons I enjoy working in paid ads is that all decisions are data-driven. A/B testing is more exciting than you might think, and often, the least expected ad ends up performing the best. But it’s not just about numbers, data, and spreadsheets—it’s about creating a narrative that moves users down the funnel. It’s about crafting a story with your ads that captures attention and converts users into customers.  But it doesn’t stop there. Once you have a customer, you need to retain them—and that’s where remarketing comes in. You have to go the extra mile, acknowledging that since they’ve already made a purchase, you need to incentivise them and make them feel like part of a community. This is where strong ad copy plays a crucial role. On any given day, you scroll past anywhere between 4,000 and 10,000 ads. That’s why keeping your copy sharp and to the point is crucial. People don’t have the time (or patience) to read through multiple paragraphs, especially in the age of “doom scrolling.” Attention spans are minimal, so you have a very small window to make a strong impression. Well-worded copy is key. Having strong creatives is also vital to the success of your ads. You need to show users exactly what they’re getting—overcomplicating things can leave them confused about what you’re actually offering. However, in some cases, that mystery can work in your favor, depending on your industry. If you can hold a user’s attention for longer, they’re more likely to interact with your brand out of curiosity. Once they’re engaged, you move them to the next stage of the funnel—retargeting. At the end of the day, it’s all very strategic—some might even say sneaky—which is exactly why I enjoy doing it. **A few helpful resources that helped me understand the basics of digital marketing and get started in this field are:** - [The Google Skill Shop](https://skillshop.withgoogle.com/) - [Introduction to Google Ads](https://growmyads.com/google-ads/how-google-ads-works/) - [Social Media Analytics](https://khoros.com/resources/social-media-analytics-cheat-sheet) - [GA4 for Beginners](https://www.youtube.com/watch?v=_rm4SNmhDXA) - Podcasts, podcasts, and more podcasts! I can’t stress enough how useful these have been for me. - Some great examples are: The Paid Search Podcast, Keep Optimising, The Digital Marketing Podcast by Exposure Ninja, Marketing and Margaritas  A great way to test your analytical skills is by using the GA4 [demo account](https://analytics.google.com/analytics/web/?utm_source=demoaccount&utm_medium=demoaccount&utm_campaign=demoaccount#/p213025502/reports/intelligenthome) for the Google Merchandise Store. It’s a brilliant hands-on tool that lets you explore real data without needing access to a live website. You can dive into reports, track user behaviour, analyse traffic sources, and even see how e-commerce performance is measured. It’s perfect for experimenting with dashboards and figuring out how everything fits together.  Google Merchandise Store GA4 Account So, if you’ve got a knack for strategy and relish in a bit of creative sneakiness, PPC could be your perfect match. Dive in, and who knows? You might just discover your digital marketing niche. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Stoyan Stoyanov Contributor [More articles by Stoyan Stoyanov](https://cleandigital.co.uk/blog/authors/stoyan-stoyanov) ## Share this article ## Related articles [Google Shopping Vehicle Listings: Rev Up Your Automotive Business Google is changing quickly. After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) [Bidding Towards New Customer Acquisition Leveraging Google's New Customer Acquisition Setting for E-commerce Success In the shifting landscape of digital marketing, Google continues to innovate](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) [Why Our Strong Company Culture Has Been Key To Our Success “A company is only as good as its people.” - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step#blogposting", "url": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step" }, "headline": "Breaking into Digital Marketing: Why Paid Ads is a Smart First Step", "description": "A digital marketing career in paid ads can take you far because the skills you develop are applicable across many industries.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/digital-marketing.png" ], "datePublished": "2025-03-05T17:25:00.000Z", "dateModified": "2025-03-05T17:25:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Stoyan Stoyanov", "url": "https://cleandigital.co.uk/blog/authors/stoyan-stoyanov", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/SS%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Digital Marketing" ], "articleSection": [ "Tips", "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Breaking into Digital Marketing: Why Paid Ads is a Smart First Step", "item": "https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/choose-google-ads-agency Markdown URL: https://cleandigital.co.uk/blog/choose-google-ads-agency/index.md --- title: "How to Choose a Google Ads Agency" description: "Struggling with Google Ads management? Clean Digital shows you how to choose the right Google Ads agency, with an expert checklist & red flags to avoid." canonical: "https://cleandigital.co.uk/blog/choose-google-ads-agency" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-ads-agency-clean-digital-google-ads-management.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Choosing a Google Ads Agency in 2025 Most businesses know they should be using Google Ads. Far fewer know if they're truly getting a positive return. Choosing the right Google [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) 6 July 2025 6 minute read  ## Listen to this article Your browser does not support audio playback. ## Choosing a **Google Ads Agency** Most businesses know they _should_ be using **Google Ads**. Far fewer know if they're truly getting a positive return. Choosing the right **Google Ads agency** is the single most important decision you can make to turn a channel of potentially wasted spend into a predictable engine for growth. At Clean Digital, we believe mastering **Google Ads management** is non-negotiable for any business serious about scaling. The line between a simple search ad and a fully integrated, AI-powered conversion strategy has never been more complex. We are committed to demystifying the process and helping our clients dominate their market. In this guide, we will cover the core pillars of effective **Google Ads management**, the critical differences between running ads in-house versus hiring an agency, and a checklist for choosing the right partner to manage your investment. ### Part 1: Why Google Ads is More Complex (and Powerful) Than Ever Google Ads in 2025 is not the platform it was five years ago. The rise of Performance Max, (and now [AI Max](https://cleandigital.co.uk/blog/ai-max-for-search)), and increasingly sophisticated audience targeting means that "setting and forgetting" a campaign is a recipe for failure. **The Modern Landscape:** Today, success on Google Ads is a holistic challenge based on a combination of factors: - **Audience Signals:** Who you're targeting is as important as what they type. Leveraging first-party data and Google's audience insights is critical. - **Creative Assets:** With Performance Max and responsive display ads, the quality and variety of your images, videos, and ad copy headlines are paramount. - **Conversion Tracking:** Inaccurate or incomplete conversion data feeds the Google algorithm bad information, leading to poor optimisation and wasted budget. - **Bidding Strategy:** Understanding the nuances between Target CPA, Target ROAS, and Maximise Conversions—and when to use each—is a science in itself. - **Competitive Pressure:** Your competitors are getting smarter. A passive strategy will see your costs rise and your results diminish. ### Part 2: The Core Pillars of Effective Google Ads Management When you engage a professional [**Google Ads management service**](https://cleandigital.co.uk/paid-search), you are investing in a structured, strategic process. For any business that has worked with a results-focused agency, this framework is familiar. Pillar 1: Deep-Dive Strategy & Research Before a single penny is spent, a top-tier agency will perform: - **Keyword & Search Term Analysis:** Identifying high-intent keywords your customers are searching for right now. - **Competitor Analysis:** Reverse-engineering what your successful competitors are doing, what keywords they're bidding on, and what their ad copy looks like. - **Audience Definition:** Building ideal customer profiles to ensure your ads are shown to the most relevant users. Pillar 2: Meticulous Campaign Architecture The structure of your account determines your ability to control budget, gather data, and optimise effectively. - **Logical Campaign & Ad Group Structure:** Separating campaigns by service, product category, or user intent (e.g., Brand vs. Non-Brand). - **Compelling Ad Copy & Creative:** Writing direct-response ad copy that speaks to user pain points and drives clicks. For e-commerce, this extends to pristine product feed management. - **High-Converting Landing Pages:** Ensuring the page the user lands on is a seamless continuation of the ad's promise, optimised for conversions. Pillar 3: Data-Driven Bidding & Optimisation This is the ongoing "management" that separates the pros from the amateurs. - **Performance Monitoring:** Daily and weekly checks on key metrics like Click-Through Rate (CTR), Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS). - **A/B Testing:** Constantly testing ad copy, landing pages, and targeting strategies to find what works best. - **Search Query Analysis:** Refining your keyword list by excluding irrelevant search terms that waste your budget. - **Budget Allocation:** Shifting budget towards your most profitable campaigns and pausing what isn't working. ### Part 3: Why Your Business Needs a Google Ads Agency We are witnessing a widening gap between businesses that manage Google Ads as an afterthought and those that treat it as a primary revenue driver. As paid media experts, we advise our clients that a dedicated agency partner like Clean Digital offers advantages that are difficult to replicate in-house: - **Expertise:** A specialist agency lives and breathes Google Ads. They manage millions in ad spend across dozens of accounts, giving them a level of insight a single marketing manager cannot achieve. - **Tools & Technology:** Most agencies invest in third-party software for competitive analysis, reporting, and bid management that is often too expensive for a single business. At Clean Digital, we go further and have developed our own proprietary software to enable even more advanced management and insights: From [SignalPulse](https://cleandigital.co.uk/signalpulse), our value-based bidding product, to [AdIntelligence](https://cleandigital.co.uk/adintelligence), our competitor analysis tool. - **Efficiency:** An experienced agency can achieve in hours what might take an in-house team days of learning and experimentation. This speed translates directly into faster results and less wasted spend. The brands that win are those who leverage expert partners, allowing them to focus on their core business while their agency drives growth. ### Part 4: The Checklist: How to Choose the Right Google Ads Agency Finding the right partner is crucial. Here is your actionable checklist to evaluate any potential Google Ads agency: | Task | Action to Take | | --- | --- | | **Ask for Case Studies** | Request relevant, recent case studies. Look for tangible results like "Reduced CPA by 30%" or "Increased ROAS from 3x to 5.5x." | | **Verify Their Status** | Check if they are a certified **Google Premier Partner**. This is a designation awarded to the top 3% of agencies, demonstrating expertise and performance. | | **Understand the Strategy** | Ask them to outline their process for the first 90 days. A good agency will talk about audits, research, and building a solid foundation. | | **Clarify Reporting** | How often will you receive reports? What metrics do they include? Insist on a transparent dashboard and regular communication. | | **Discuss Fee Structure** | Understand how they charge. Common models include a percentage of ad spend, a flat monthly retainer, a performance-based fee, or some combination that works for your business. | ### Part 5: Red Flags to Watch For When Hiring Trust your instincts. If something sounds too good to be true, it probably is. - **Guarantees of #1 Rankings:** No one can guarantee specific ad positions. - **Vague Reporting:** A lack of transparency around key metrics like CPA and ROAS is a major red flag. - **Long-Term Lock-in Contracts:** A confident agency will let its results speak for themselves and won't need to lock you in for 12 months from day one. - **The Agency Owns the Account:** You, the client, should always own your Google Ads account. ### Conclusion: Make Google Ads Your Growth Engine The power of Google Ads is undeniable, but so is its complexity. By partnering with a dedicated Google Ads agency, you are not just buying a service; you are investing in a strategic partnership designed to generate a measurable return. By following the steps in this guide, you can confidently choose a partner to future-proof your business. This is a critical moment for digital advertising. As the winner of the UK's PPC Agency of the Year, we're dedicated to building transparent, high-performance campaigns that drive real business results. **If you want an expert strategic partner to audit your existing campaigns or build a dominant new presence on Google, request a free strategy call today.** ## Frequently asked questions How much does a Google Ads agency cost? Agency fees vary. Common models are a flat monthly retainer (e.g., £500 - £5,000+ p/m), a percentage of your monthly ad spend (typically 10-20%), or a performance-based fee. The right model depends on your budget and goals. At Clean Digital, we typically charge a flat monthly retainer. If you're interested to learn more about our billing model, [contact us](https://cleandigital.co.uk/contact). What is a Google Premier Partner? Clean Digital is a Google Premier Partner. This means we are an agency in the top 3% of Google's partners in the UK. It signifies that Clean Digital has met stringent requirements for ad spend, client growth, and client retention, and holds multiple advanced certifications. How long until I see results from Google Ads management? While you can see data like clicks and impressions almost immediately, it typically takes 60-90 days to see meaningful business results. This period is used for data collection, testing, and initial optimisations. Any agency promising instant profits should be viewed with caution. At Clean Digital, however, we aim to reduce wasted ad spend immediately. What will I need to provide to my Google Ads agency? To start, you'll need to grant your Google Ads agency access to your Google Ads account, Google Analytics, and Google Merchant Centre (for e-commerce). You'll also work with them on defining your budget, target customer, and business goals. At Clean Digital, we may offer a free audit of your Google Ads account depending on a few factors. If you'd like to receive an audit, you may fill out our [contact form](https://cleandigitail.co.uk/contact). Article author ## Alex Berish Data Analyst Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He founded [chatobserver.com](https://chatobserver.com/) to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including [ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), AI agents and [choosing a Google Ads agency](https://cleandigital.co.uk/blog/choose-google-ads-agency). [More articles by Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) ## Share this article ## Related articles [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) [How Weather Patterns Are Reshaping Paid Search Seasonality For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) [Google Shopping Vehicle Listings: Rev Up Your Automotive Business Google is changing quickly. After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/choose-google-ads-agency#blogposting", "url": "https://cleandigital.co.uk/blog/choose-google-ads-agency", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/choose-google-ads-agency" }, "headline": "Choosing a Google Ads Agency in 2025", "description": "Struggling with Google Ads management? Clean Digital shows you how to choose the right Google Ads agency, with an expert checklist & red flags to avoid.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-ads-agency-clean-digital-google-ads-management.png" ], "datePublished": "2025-07-06T12:55:00.000Z", "dateModified": "2025-07-06T12:55:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Alex Berish", "url": "https://cleandigital.co.uk/blog/authors/alex-berish", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/alex_final.webp", "jobTitle": "Data Analyst", "description": "Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He founded chatobserver.com to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including ChatGPT Shopping, AI agents and choosing a Google Ads agency." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "google ads agency", "google ads management" ], "articleSection": [ "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/choose-google-ads-agency#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Choosing a Google Ads Agency in 2025", "item": "https://cleandigital.co.uk/blog/choose-google-ads-agency" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/choose-google-ads-agency#faq", "mainEntity": [ { "@type": "Question", "name": "How much does a Google Ads agency cost?", "acceptedAnswer": { "@type": "Answer", "text": "Agency fees vary. Common models are a flat monthly retainer (e.g., £500 - £5,000+ p/m), a percentage of your monthly ad spend (typically 10-20%), or a performance-based fee. The right model depends on your budget and goals. At Clean Digital, we typically charge a flat monthly retainer. If you're interested to learn more about our billing model, contact us.
" } }, { "@type": "Question", "name": "What is a Google Premier Partner?", "acceptedAnswer": { "@type": "Answer", "text": "Clean Digital is a Google Premier Partner.
This means we are an agency in the top 3% of Google's partners in the UK. It signifies that Clean Digital has met stringent requirements for ad spend, client growth, and client retention, and holds multiple advanced certifications.
" } }, { "@type": "Question", "name": "How long until I see results from Google Ads management?", "acceptedAnswer": { "@type": "Answer", "text": "While you can see data like clicks and impressions almost immediately, it typically takes 60-90 days to see meaningful business results. This period is used for data collection, testing, and initial optimisations. Any agency promising instant profits should be viewed with caution. At Clean Digital, however, we aim to reduce wasted ad spend immediately.
" } }, { "@type": "Question", "name": "What will I need to provide to my Google Ads agency?", "acceptedAnswer": { "@type": "Answer", "text": "To start, you'll need to grant your Google Ads agency access to your Google Ads account, Google Analytics, and Google Merchant Centre (for e-commerce). You'll also work with them on defining your budget, target customer, and business goals. At Clean Digital, we may offer a free audit of your Google Ads account depending on a few factors. If you'd like to receive an audit, you may fill out our contact form.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status Markdown URL: https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status/index.md --- title: "Clean Digital Achieves Google Premier Partner Status" description: "Clean Digital is officially a Google Premier Partner, placing us in the top 3% of UK agencies. Learn what this exclusive status means for our clients." canonical: "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-premier-partner-2026-3.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital Achieves Google Premier Partner Status Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) 11 March 2026 2 minute read  ## We’re proud to share that Clean Digital is now a [**Google Premier Partner**](https://partnersdirectory.withgoogle.com/?regions=GB&premier=true), placing us among just **190 agencies in the UK, or the top 3%,** to hold this status. Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads accounts. But what does that actually mean? ### **What Google Premier Partner Status Represents** Premier Partner status isn’t something you apply for - it’s awarded to the top-performing agencies in each country based on measurable performance criteria. Google evaluates agencies on: - Client growth - Account performance - Product adoption across Google Ads - Retention - Managed ad spend Each year only the top few percent of agencies qualify. In practical terms, it’s external validation that the systems, strategy and standards we apply across our accounts consistently deliver at scale.  ### Why This Matters for Our Clients While badges don’t run campaigns, the infrastructure behind them does. Google premier partner status gives us: - Priority access to Google support - Early access to product betas - Deeper insight into platform changes - Stronger alignment with Google’s roadmap That means faster issue resolution, earlier testing opportunities and better-informed strategic decisions. More importantly, it reflects the way we already operate: - Structured, performance-first account builds - Ongoing experimentation - Clear measurement frameworks - Focus on commercial return ### **A Reflection of Our Clients** This milestone isn’t just about us. It reflects the brands we partner with - ambitious businesses willing to test, iterate and scale intelligently. Growth at this level doesn’t happen without strong collaboration and shared accountability. ### What Happens Next Recognition is welcome - but it isn’t the destination. Our focus remains the same: - Sustainable growth - Measurable commercial outcomes - Transparent strategy - Continuous improvement Google Premier Partner status confirms we’re operating at the highest level within the Google ecosystem. We build and improve from here. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions What does it mean to be a Google Premier Partner? Premier Partner status is the highest tier of the Google Partners program, awarded only to the top 3% of performing agencies in each country. Unlike standard certification, it is earned through rigorous criteria including client growth, account performance, and advanced product adoption. How does this status benefit Clean Digital’s clients? Clients gain a competitive edge through priority Google support, early access to product betas, and deeper insights into platform changes. This infrastructure allows for faster problem-solving and the ability to test new features before they are available to the general public. Does this change how Clean Digital manages accounts? The status is a validation of our existing "performance-first" approach. While our core focus remains on transparent strategy and commercial return, being a Premier Partner ensures our methods are consistently aligned with Google’s latest best practices and roadmap. Article author ## Declan McGinley Former contributor [More articles by Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Share this article ## Related articles [In 2026, do Old Google Ads Metrics still matter? Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) [CTR Is Not Dead. It's Just Changed Its Outfit. Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) [Global Agency Award Finalists: Clean Digital Recognised on Global Stage We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh,](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status" }, "headline": "Clean Digital Achieves Google Premier Partner Status", "description": "Clean Digital is officially a Google Premier Partner, placing us in the top 3% of UK agencies. Learn what this exclusive status means for our clients.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-premier-partner-2026-3.png" ], "datePublished": "2026-03-11T12:29:00.000Z", "dateModified": "2026-03-12T08:55:37.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Premier Partner" ], "articleSection": [ "Announcements", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital Achieves Google Premier Partner Status", "item": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status#faq", "mainEntity": [ { "@type": "Question", "name": "What does it mean to be a Google Premier Partner?", "acceptedAnswer": { "@type": "Answer", "text": "Premier Partner status is the highest tier of the Google Partners program, awarded only to the top 3% of performing agencies in each country. Unlike standard certification, it is earned through rigorous criteria including client growth, account performance, and advanced product adoption.
" } }, { "@type": "Question", "name": "How does this status benefit Clean Digital’s clients?", "acceptedAnswer": { "@type": "Answer", "text": "Clients gain a competitive edge through priority Google support, early access to product betas, and deeper insights into platform changes. This infrastructure allows for faster problem-solving and the ability to test new features before they are available to the general public.
" } }, { "@type": "Question", "name": "Does this change how Clean Digital manages accounts?", "acceptedAnswer": { "@type": "Answer", "text": "The status is a validation of our existing "performance-first" approach. While our core focus remains on transparent strategy and commercial return, being a Premier Partner ensures our methods are consistently aligned with Google’s latest best practices and roadmap.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-double-winners Markdown URL: https://cleandigital.co.uk/blog/clean-digital-double-winners/index.md --- title: "Clean Digital: UK Culture Award Double Winners" description: "Clean Digital, an employee-owned PPC agency in Edinburgh, scoops up 2 award wins at the UK Culture Awards 2025, including Best Agency to Work For!" canonical: "https://cleandigital.co.uk/blog/clean-digital-double-winners" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/img-0548.jpg" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital: UK Culture Award Double Winners We did it!! In a year that has highlighted the strength of our team and the vibrancy of our culture, we are beyond thrilled to scoop up both awards we [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 4 June 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. We did it!! In a year that has highlighted the strength of our team and the vibrancy of our culture, we are beyond thrilled to scoop up both awards we were nominated for at the [UK Culture Awards 2025](https://companycultureawards.co.uk/): **Best Agency to Work For** and **Best Culture Transformation Initiative** – double win!!  Since [Clean Digital](https://cleandigital.co.uk/) was founded in 2012, we’ve always been extremely proud of our culture, embracing a people-first approach that has driven our growth and defined our identity. These awards highlight the dynamic environment that we’ve built over the years – a space where employee wellbeing and professional growth are central to our mission. The decision to transition to a 100% employee-owned company in 2023 has been transformative for us, kickstarting a brand new chapter for Clean Digital. This change has empowered every team member, embedding a genuine sense of ownership throughout our company. Not only has it enhanced our dedication to client success, but it has also improved staff retention and collective company knowledge via greater operational transparency and inclusive decision making. It has created long-term stability that benefits both clients and team members. We’re extremely proud to have been recognised for our bold approach to culture transformation!  **_“Having been part of the team both before and after our transition to employee ownership, and now as an elected Trustee Director, I’ve witnessed first-hand how this change has naturally evolved our culture – these awards are the cherry on top!”_** **– Hannah Pate, Senior Marketing Manager –** Our ability to stand out as the **Best Agency to Work For** is a testament, not only to our employee-ownership milestone, but also to our cultural initiatives, ranging from flexible working arrangements and wellness benefits to bespoke training programmes. These elements create an environment where creativity and teamwork flourish, ensuring that we remain at the forefront of the PPC sector. The support and trust of our clients have been essential in our journey. We’re committed to maintaining our path of innovation, excellence and exploring new opportunities, to ensure we maintain long-term stability that benefits both clients and team members. As we look towards the future, we are excited to continue enhancing our workplace culture, ensuring it remains as dynamic and inclusive as ever.  **_“I anticipated that becoming an employee-owned company would be a monumental shift for us, but witnessing our team’s transformation and being recognised with these prestigious awards has exceeded all my expectations.”_** **– Rory Young, Managing Director –** We’re thrilled about what we’ve achieved and excited for what’s next. With our people-first approach and strong team spirit, we’re ready to embrace new challenges and opportunities that come our way! As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Global Agency Award Finalists: Clean Digital Recognised on Global Stage We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh,](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-double-winners#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-double-winners", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-double-winners" }, "headline": "Clean Digital: UK Culture Award Double Winners", "description": "Clean Digital, an employee-owned PPC agency in Edinburgh, scoops up 2 award wins at the UK Culture Awards 2025, including Best Agency to Work For!", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/img-0548.jpg" ], "datePublished": "2025-06-04T14:30:00.000Z", "dateModified": "2025-06-04T14:33:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "UK Culture Awards" ], "articleSection": [ "News" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-double-winners#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital: UK Culture Award Double Winners", "item": "https://cleandigital.co.uk/blog/clean-digital-double-winners" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023 Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023/index.md --- title: "Clean Digital: PPC Agency of the Year 2023" description: "Winning PPC Agency of the Year 2023 at the UK Agency Awards was a real honour, especially in our first year as an employee-owned business." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Clean_Digital_PPC_Agency_of_the_Year.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital: PPC Agency of the Year 2023 Founded back in the summer of 2012, Clean Digital is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 25 October 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. Founded back in the summer of 2012, [Clean Digital](https://cleandigital.co.uk/) is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has remained steadfast; to provide best-in-class customer service via our PPC management and constantly push the boundaries on what we can achieve for clients. In recent years we have seen significant growth, now a team of 16, enabling us to develop and diversify our offerings, both strategically and technically, further solidifying our position as PPC experts. An exciting, and perhaps most significant milestone in the Clean Digital journey occurred earlier this year when Rory, then sole owner & MD of Clean Digital, decided to take the leap and transition the business into a 100% employee-owned company – meaning that every team member, no matter their position, has meaningful stake in the company and a say on how things are run. As co-owners, each member of our team is personally invested in Clean Digital's success, which translates into a commitment to deliver exceptional results for our clients. Being nominated for PPC Agency of the Year 2023 at the UK Agency Awards in London in September was a real honour, especially in our first year as an employee-owned business. The nomination alone reflected our amazing team's hard work, passion, and enthusiasm, but when our name was called on the night and Clean Digital was named winner of the award, we simply couldn’t contain our excitement. This recognition signifies our unwavering commitment to delivering excellence in every project we undertake, and is a testament to the skill, innovation, and dedication of our incredible team. Winning PPC Agency of the Year has meant the world to the team. Not only has it cemented our position as a leading PPC agency in the UK, but winning the award has also ignited our hunger to strive to be even better. Over the past year, our Data & Analytics team have been developing a number of products (such as [SignalPulse](https://cleandigital.co.uk/signalpulse) & [RoverAI](https://cleandigital.co.uk/rover)) designed to improve campaign efficiency and ultimately save advertisers money from their PPC in order to maximise results and boost ROI. Being named PPC Agency of the Year 2023 has certainly inspired confidence, giving us a nudge to ramp up the rollout of these products, and we’re already seeing significant results coming in across our clients’ accounts. After receiving the feedback from the judges, we were thrilled to learn that both becoming employee-owned, and our focus on technology & adoption of AI, were stated as key factors in their decision to name Clean Digital PPC Agency of the Year. The fact that the judges recognised our “forward-thinking mindset” has left us feeling humbled, as w e started the year with three main goals, all of which we’ve managed to achieve: - Become an employee-owned business, with everyone at Clean Digital having a stake in our future. - Invest our time on tech innovation to provide better solutions for clients. - Sustainably scale our client base across our service range. Winning this award is a true honour and a fantastic recognition of our team’s devotion and expertise. It’s a celebration of our growth & resilience, as well as our unwavering commitment to our pursuit of digital excellence in this ever-evolving world of PPC. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) [Why Employee Ownership Is Right For Us Clean Digital has always had a clear vision; to provide best-in-class customer service via our PPC management and constantly push the boundaries on what we](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023" }, "headline": "Clean Digital: PPC Agency of the Year 2023", "description": "Winning PPC Agency of the Year 2023 at the UK Agency Awards was a real honour, especially in our first year as an employee-owned business.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Clean_Digital_PPC_Agency_of_the_Year.png" ], "datePublished": "2023-10-25T11:31:00.000Z", "dateModified": "2023-10-25T11:31:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC Agency of the Year" ], "articleSection": [ "Announcements", "News" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital: PPC Agency of the Year 2023", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it/index.md --- title: "PPC Best Practice: Brand Campaigns – Are they worth it?" description: "Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers...let's explore why." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/brand_campaigns.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # PPC Best Practice: Brand Campaigns – Are they worth it? Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 27 November 2020 7 minute read  ## Listen to this article Your browser does not support audio playback. **Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into these in more detail, and discuss how, when set up and managed properly, they can play an integral part in a successful PPC strategy.** **SERP Disposition** **Search Engine Result Pages, commonly known as SERPs, are the pages which will be shown to users once a search is made, composed of both organic and paid listings (pay-per-click/PPC).** **In the below screenshot, for our ‘Nike Shoes’ search, 3 ads appeared above the organic listing (in blue), with Nike’s brand ad appearing in the absolute top position (in red).** **In an ideal world, advertisers and businesses alike would always love to appear at the absolute top of the SERP for all searches; however, several factors such as competition, available media spend and quality score, among others, make it so that this isn’t always the case.** **To follow on from the above example, you can see that JD Sports and Sports Direct, Nike’s competitors, are also bidding (most likely paying a high cost-per-click) on the term ‘Nike Shoes’ and are appearing on top of Nike’s organic listing as a result.** **Auction Insights – Competitors Analysis** **Many brands, both big and small, can face competition on their own brand terms which opens the possibility for competitors to essentially steal traffic from users who were searching on your brand terms, and who, in principle, have a strong likelihood of converting on-site.** **However, not to worry, because Google grants advertisers/businesses the ability to see which competitors are bidding on their brand terms via the Auction Insights report. You can access this in the Google Ads interface via 2 options:** **Option 1** 1. **Select any Brand relevant campaigns** 2. **Click on ‘Auction Insights’ (highlighted in red)** **Option 2** 1. **Alternatively, you’re also able to click on ‘Auction Insights’ (in blue) in the sub-tab at campaign-level** - **To get a view on the level of competition across your brand queries, make sure to add a filter for ‘Campaign’ and select the relevant Brand campaigns** **When reviewing the Auction Insights reports, there are a few key metrics to understand: Search Impression Share, Absolute Top of Page Rate and Top of Page Impression Rate.** **First off, Search Impression Share as defined by Google:** **_‘Impressions received on Search divided by the estimated number of impressions that you were eligible to receive’_** **In layman’s terms, an 80% impression share means that your ads were showing for 80% of the time, and for 20% of the time when ads were eligible to show, they were not showing.** **Now, this could be due to several factors:** 1. **Low Keyword/Product Group Level Bids** - **Search Lost to Rank metric** **Capped Campaigns Budgets (campaigns limited by budget)** - **Search Lost to Budget metric** **Ad schedule is set to only serve ads during the weekdays/certain hours during the week** **Next up, Top of Page Rates, another vital metric to consider when reviewing the Auction Insights reports:** **_‘Impressions received in the top (any placements above the organic search results) positions of the search results page divided by the estimated number of impressions you were eligible to receive in the top positions’_** **Whilst Absolute Top of Page Rates refers to:** **_‘The absolute top impressions divided by the total eligible top impressions’_** **Achieving as near to 100% impression share with the strongest top/absolute top of page presence is sought after by many, however appreciate that this may not always be viable for most advertisers/businesses, as they will not have the necessary means to maintain high impression share and top or absolute top of page rates.** **All in all, it is advised to review the auction insight report on a fortnightly/monthly basis to get a view on any fluctuations on competitor’s activity/presence, and gauge how much focus they are allocating regarding bidding on your brand terms. And if you’re not achieving strong presence across your Brand terms, adjust your bidding strategy to scale overall impression share across any strong performing keywords you’d like to push in order maximise impression share and capture high top/absolute top of page rates. Also, it is important to also pull these metrics through at campaign/keyword level, as you can incorporate these into your daily/weekly optimisations, by identifying any strong or weaker performing keywords (i.e. revenue, ROI, CPL etc) with either high or low impression share to push or pull back across.** **Don’t allow competitors to appear at the absolute top position on your brand terms. Advertisers should always aim to dominate their Brand SERP, by owning the space across all devices with clear, concise structure ads for user to capture all Brand traffic.** **Have consistent and relevant Brand messaging:** **For eCommerce: Brand Name | Unique Selling Point | Browse & Buy Online** **For Lead Generation: Brand Name | Unique Selling Point | Contact Us Today** **Typically, users searching on Brand terms have previously interacted with or heard about your Brand – so it’s recommended to test out varying USPs and promotional offers in the ad copy to drive users to click-through-to-site; rather than land one of your competitor’s websites.** **Mobile vs. Desktop SERP** **Dominate the mobile space on Brand SERP** **Now although device performance will vary from business to business, the implications in the difference between mobile and desktop SERP are quite significant. As shown in the below mobile SERP clip, this is not nearly as much ‘real estate’ as that on desktop, where 3 paid ads were showing above the organic listing; whilst on mobile, the user would have to scroll down to get a view on any additional paid/organic listings.** **Video Player** **00:00** **00:09** **Therefore, this highlights the importance of ranking high in terms of absolute top of page rates across your Brand queries on mobile, as the digital ‘real estate’ is mainly occupied by whoever ranks in the absolute top position.** **To Advertise or Not To Advertise On Brand Terms** **There is some debate in the advertising industry of whether advertisers should bid on brand terms.** **Argument against bidding on brand terms: If a user is already searching on brand terms, then would they not just click on the Organic listing? Then should an advertiser pay for a click on a paid brand ad when we can capture those clicks for free (organically)?** **Argument for bidding on brand terms: Running PPC brand ads will in any event could divert clicks away from the organic brand listing (assuming that your ad is ranking above organic); however, as we’ve seen across several of our clients who happen to be running paid ads in tandem with organic listing, there has been substantial uplift in engaged, high-intent traffic driven to site coupled with stronger revenue/lead volume pulling through across non-paid channels. Therefore, advertisers/businesses will in principle, capture stronger brand presence and dominate the space; and secondly, impact the amount of traffic on competitors bidding on your brand terms.** **All in all, tests can be conducted to gauge whether running both paid and organic brand presence returns greater revenue (eCommerce) or lead volume (Lead Generation) across all channels. After which, a decision can be made on whether or not bidding across brand terms is a viable option for your business.** Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [PPC Best Practice: Tracking Forms Without The "Thank You" Page We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) [The World of Spotify Advertising What is Spotify Advertising? Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it" }, "headline": "PPC Best Practice: Brand Campaigns – Are they worth it?", "description": "Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers...let's explore why.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/brand_campaigns.png" ], "datePublished": "2020-11-27T12:00:00.000Z", "dateModified": "2020-11-27T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "brand campaigns" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "PPC Best Practice: Brand Campaigns – Are they worth it?", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads/index.md --- title: "Clean Digital PPC Best Practice Series: Dynamic Search Ads" description: "Dynamic Search Ads can be a huge time saver, particularly for advertisers with a vast number of products or services, and those with highly structured websites." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Dynamic_Search_Ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital PPC Best Practice Series: Dynamic Search Ads Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 14 August 2020 6 minute read  ## Listen to this article Your browser does not support audio playback. **Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search Ads.** **But…what are Dynamic Search Ads?** **Dynamic Search Ads (DSAs) can be a huge time saver, particularly for advertisers with a vast number of products or services to offer, and those with highly structured websites. They are a powerful campaign type that can capture unique or long-tail searches that may be missed by your other search campaigns, which could result in sales or new leads, thus potential opportunities for expansion.** **Let’s dig a little deeper. When a user performs a Google search for a phrase that is closely related to the content/titles that appear regularly on your website, Google will use this information to dynamically generate a relevant, tailored headline to match the search term. Then, if the user goes on to click the ad, they will be directed to a suitable landing page.** **Example: A leading sports brand has thousands of running shoes available to purchase online. A potential customer types “trail running shoes”, and will then be served an ad such as:** **If clicked, the user will be directed to the trail runners landing page of the website:** **https://www.runfast.com/womens-trail-running-shoes** **However, if said sports brand did not utilise DSAs within their Google Ads account, they may risk relevant searches slipping through the cracks, and therefore miss out on potential sales, or waste time and resource manually writing ads for new products or offers.** **A similar effect can be achieved when we combine DSAs with remarketing lists for search ads (RLSA) on the “targeting” settings. It is no secret that people make multiple searches during the consideration stage of their browsing journey, comparing products or services on different websites. Anything from coupons to the location of the service, or a specific product characteristic, can impact the decision-making process. DSAs can help you to reach users that have previously visited your website while researching and considering other options. Regular keywords might be insufficient to capture all of these searches. Therefore, by having an RLSA targeting only these people, you can be more flexible with bids and maintain a presence in all stages of the funnel.** **In short, DSAs generate headlines and landing pages based on your website content, all you need to write is the ad description. Sounds simple enough, right? However, if you’re not careful and these aren’t set up properly and efficiently, your campaigns could pay the price. Let’s explore how they work.** **How does DSA targeting work?** **In the absence of keywords, matching user searches with information within your website or feed can significantly expand the reach of your campaigns. Therefore, it’s highly important that the targeting is just right, and you, the advertiser, is in control here.** **There are a variety of targeting options to specify which of your landing pages DSA should use to match to searches. You can target groups of landing pages, or “categories”, which are automatically built based on your website. Alternatively, you can target at a more granular level, by targeting specific webpages, or Page Feeds. You can also choose to target your entire website.** **When it comes to bidding, just like a text campaign, DSAs are based on a cost-per-click (CPC) model. However, as DSAs do not include keywords, you need to set bids for each auto-target, i.e. each individual web page or category on your site that you are targeting. Then your ad will appear in the search results page based on your ad rank: bid + quality score.** **Sometimes, given the simplicity of the setup, advertisers might be tempted to create a campaign and chuck everything in there by targeting all webpages, trying to push as much traffic as possible to the site. We believe that the major misconception of the DSA campaigns is to think that, as everything is automated, DSAs don’t need a structure.** **Following on with the running shop example, let’s say they sell flip-flops as well as trail shoes. On one hand, the average order value differs a lot from flip-flops to trail shoes. On the other hand, flip-flops are generally a more seasonal product than trail shoes. As a result, we might expect a significant difference on the ROI as well as conversion volume throughout the year, that’s why setting the correct bids is key here.** **But wait, remember that we don’t have keywords, we only have webpage categories which cover flip-flops and trail shoes all together. If we were bidding £1 on the “shoes” category in December, we would definitely be overbidding on flip-flops. Therefore, it is best practice on DSA to segment your catalogue into different campaigns using negative keywords as well as negative ad targets, so you can bid according to the product theme ROI.** **When are Dynamic Search Ads a no-go?** **So DSAs have proven to be a powerful tool in enhancing the overall performance of your Google Ads account, however they’re not for everyone!** **If there are changes made to your website on a regular basis, for example daily promotions/offers, then DSAs are not recommended. In addition, DSAs are best suited to well structured pages that are highly-optimised so that web content and themes can be easily identified. Google recommends that the site should have more than 1000 indexed pages to work properly.** **Google also recommends a proper site structure. If the site structure is not “robot-friendly”, the GoogleBot might struggle to create the relevant category list and the matching could take a hit. Once the campaign is active, we would recommend checking which landing pages users are being driven to, removing irrelevant landing pages if needed.** **Some other concerns involve the ad copy and landing page. Ad copy is important as it is the users first point of contact with the brand. If you see a certain query is driving lots of sales or leads, we would recommend creating a keyword to target those queries in order to match to relevant ad copy and landing pages.** **Final thoughts…** **To sum up here, lets run through the benefits of Dynamic Search Ads:** - **Time saving.** - **Catch additional traffic & discover new keywords.** - **Easy to set up and run alongside your standard campaigns.** **But remember…use them wisely, and segment them properly.** **In conclusion, when setup correctly and with proper management, DSAs can be a great product to fill any gaps in your current account structure and maximise opportunities for growth. However, tread carefully, as the high search volume can increase the cost of the campaigns a lot, skewing overall performance.** Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) [Clean Digital PPC Best Practice Series: Search Terms Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads" }, "headline": "Clean Digital PPC Best Practice Series: Dynamic Search Ads", "description": "Dynamic Search Ads can be a huge time saver, particularly for advertisers with a vast number of products or services, and those with highly structured websites.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Dynamic_Search_Ads.png" ], "datePublished": "2020-08-14T11:00:00.000Z", "dateModified": "2020-08-14T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Dynamic Search Ads" ], "articleSection": [ "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital PPC Best Practice Series: Dynamic Search Ads", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads/index.md --- title: "Clean Digital PPC Best Practice Series: Facebook Ads" description: "PPC best practice involves more than just Google Ads, advertisers can enhance performance by including other platforms in their marketing strategy." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital PPC Best Practice Series: Facebook Ads But Clean Digital, I hear you ask…Google is all well and good, but what role does Facebook/Instagram advertising play in a solid PPC foundation? 5 November 2020 7 minute read  ## Listen to this article Your browser does not support audio playback. **But Clean Digital, I hear you ask…Google is all well and good, but what role does Facebook/Instagram advertising play in a solid PPC foundation?** **As an advertising platform, having access to both Facebook & Instagram users across a range of placements from News Feeds to Stories can be seriously powerful. With a combined 3.7 billion active global users at your fingertips, and unarguably the best demographic targeting of all online media, you can get started with reaching your exact market from a budget as little as £1.** **Why is strong targeting on social media important for any advertiser?** **Unlike Google, Facebook uses an impression based spending system. So your media budget is slowly spent by serving your ad to a user, regardless of whether they’ve clicked through to your landing page, stopped to read it or just scrolled straight past without even noticing…which makes selecting your user interests particularly important for cost efficiency.** **Demographic targeting is set up at ad set level within the Ads Manager account. It allows you to control your ad distribution based on age range, gender, geographical location, plus detailed targeting options such as job titles, socioeconomic foundations and interests.** **So how can you find out who YOUR customers are?** **Facebook Audience Insights** **This handy little tool can be found by navigating from Business Tools in Ads Manager > Analyse & Report > Audience Insights. When you’re in, simply select the People connected to you Page, toggle the location/age settings if needed, and watch the stats role in!** **We recommend spending some time in the ‘Page Likes’ area to identify your audiences affinities with consumed media, hobbies & interests. Facebook even gives an interesting ‘Affinity’ score on the top Facebook pages your audience share likes commonly – which can provide a great starting ground for your campaign targeting.** **How to add this information into your campaign** **When you’ve got a good feel for your target market foundations, you can head back to your campaign draft and start inputting this valuable information into your Detailed Targeting area.** **So, it’s as easy as just inputting your audience targeting and pressing go? Well, not quite. Adding multiple interests in this section tells Facebook to find users who match to any 1 of these, but not all. For example, if you are selling Vegan Dog treats and want to target users interested in both vegan nutrition & dog owners, simply adding both of these will not ensure that the users being served the ad apply to both. To do this, you have to narrow the audience. This forces Facebook to find users who match to at least 1 category from each box, so it’s worth ensuring that each box is filled with interests within a similar theme (see below).** **It’s important to ensure that your detailed targeting allows Facebook’s algorithm to work it’s magic without restrictions, so striking the balance between adding relevant targeting, whilst ensuring a wide enough audience size for Facebook to find the best users is crucial here. We’d recommend (depending on location targeting) ensuring a minimum of 5k reach for new user targeting.** **Case Study – [Arden University](https://arden.ac.uk/)** **We work with Arden University to generate interest in their blended learning offers, combining online learning with 1-2-1 teacher time, in a flexible undergraduate degree designed for those looking to level up their career or enter a new profession but are unable to commit to a full time degree.** **Our objective per intake is to reach a target level of leads across multiple platforms. The target audience for this offering has a broad age and gender categorisation and there are 3 study centres spread out across the UK. Without smart targeting our media spend can easily be wasted, reaching many users uninterested in studying for a degree.** **So our first job was to ensure that we were only targeting those interested in further education, and excluding users who had specified on their social media profile that they had already achieved an undergraduate degree. This helped to narrow our reach to a relevant user base…but there was still more we could do.** **With a degree being such a long term and individual commitment from user to user, it was important that we split out the course offerings and tailored our messaging per ad to speak directly to those working in entry level roles in their target industry, or with interests in matched course offerings that may lead them into their dream career.** **So from here we narrowed the broad ‘University’ interested audience into 2 test groups: Jobs & Interests.** **The Jobs audience searched for users with job titles within an industry where a course offering was available, for this exercise let’s use Healthcare. We narrowed the audience down to anyone who had a job title applicable that did not require a degree, i.e. healthcare assistant, care home assistant, nursery staff.** **The Interests audience searched for users with interests (based on their online search history & web pages visited) within an industry where a course offering was available, for this exercise let’s use Criminology & Psychology. For this test, we narrowed audiences down to anyone who had interests in the Broad ‘Psychology’ or ‘Criminology’ categories available via Facebook, but also included some more niche audiences such as those interested in true crime documentaries, crime fiction, forensic science & social psychology. Doing this allowed us to hone in on relevant users and increase performance exponentially.** **UTM Tracking for Google Analytics** **The final step to making a kickass Social campaign is to make sure you’re tracking accurately.** **It’s always best to confirm your click & conversion data with Google Analytics, especially as the Facebook pixel’s attribution model can have a tendency to over report. Luckily it’s super easy to do this through UTM parameters.** **UTM parameters is a snippet of data attached to the URL upon a user click which helps Google Analytics identify the source, medium & campaign information of this click.** **Within the Ad section of any campaign, you can navigate to the very bottom labelled ‘URL parameters’. Below the data input section here you’ll see ‘Build a URL parameter’ (you may also see it under the Website URL section a little further up, adding the parameter to either or of these sections is fine).** - **Campaign source = facebook or instagram** - **Campaign medium: identifies the medium of advertising. We use it to define PPC vs organic. You could also differentiate by placement such as ‘feed’ or ‘story’ here.** - **Campaign Name: As it says on the tin – copy and paste the name in here to ensure correct formatting.** - **Campaign content: Usually used to differentiate the ad creative test, i.e. ‘carousel’, ‘sale image’.** - **Add Parameter: Additional parameters can be used to identify differences in the products on the landing page, i.e. colour.** **Once done, Facebook automatically creates the UTM link for you – no further action needed! Just set your campaign live and watch the conversion roll in.** **NB: You can opt to use preloaded information in the drop down {{CAMPAIGN_NAME}}, though this will remain fixed should you decide to update the names of the campaign/ad set/ad later on.** ## Share this article ## Related articles [How To Advertise On Facebook Internationally TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) [Mastering Your Market with Customer Personas There are many approaches to advertising, but a “one size fits all” targeting method will rarely provide the results you desire.Consider the](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) [How to Measure Advertising Success on Spotify Ads Whilst video killed the radio star, Spotify Ads is currently set to put a dent in radio ad budgets, as campaigns have more precise targeting options and, in](https://cleandigital.co.uk/blog/how-to-measure-advertising-success-on-spotify-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads" }, "headline": "Clean Digital PPC Best Practice Series: Facebook Ads", "description": "PPC best practice involves more than just Google Ads, advertisers can enhance performance by including other platforms in their marketing strategy.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_.png" ], "datePublished": "2020-11-05T12:00:00.000Z", "dateModified": "2020-11-05T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC Best Practice" ], "articleSection": [ "Facebook Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital PPC Best Practice Series: Facebook Ads", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-facebook-ads" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping/index.md --- title: "Google Shopping: Clean Digital PPC Best Practice Series" description: "Google Shopping campaigns work slightly different compared to classic search campaigns, here we’ll provide an overview to get you started." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Shopping.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 16 September 2020 8 minute read  ## Listen to this article Your browser does not support audio playback. **Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In recent months, starting predominantly in the US, some traditional Google Shopping ad units now fall under free listings again providing a channel whereby SMEs can generate highly relevant traffic for their eCommerce sites.** **Shopping campaigns work slightly different compared to classic search campaigns, and in next edition of our ‘Best Practice Series’ we’ll provide an overview to get you started on Shopping.** **What Do Shopping Ads Look Like?** **Shopping ads are composed of an image, price and title, all of which are shown together in a single ad unit. Like search ads, there are various ad units for shopping ads. The most common is a selection of 5 ads shown immediately below the search bar, though there is other common units such as a 3 or 9 ad combination.** **Google Shopping ads are automatically created by Google on behalf of advertisers. For each product you want to sell online, Google compiles data contained in your Product Feed to create a shopping ad. We will delve a bit deeper on what is included in a Product Feed below.** **How Does Targeting Work?** **Unlike traditional search campaigns, ads aren’t triggered by predefined keywords which have been included in a campaign in Google Ads. Targeting criteria is based upon product data which is supplied in a database, called a product feed, which is read by Google’s systems. From this product data, Google will determine a range of terms that Shopping ads will be able to appear on, and will match you to terms based on a combination of key data fields included in your product feed.** **The most important field in a product feed is a product’s Title, closely followed by its Description, whilst also factoring in data from other fields such as a product’s category. What searches you’re eligible to appear for are determined by the data contained within these fields. Google’s systems will process data left to right, meaning that you should include the most important keywords at the start of a product’s Title or Description.** **One aspect of optimising Google Shopping campaigns can be to test different orders of a product’s Title or Description to determine the optimal order of terms which give the highest volume of impressions and strongest click-through-rate, in addition to other key metrics.** **What is a Product Feed?** **The product feeds contains information about all products on a company’s site, detailing all defining features of these products. Having up-to-date and accurate information about a product is imperative as Google’s bots will use this information to determine if your product should match to a search term or not.** **Advertisers will need to include certain required fields, such as a product’s brand, title, description, and final URL, but it is recommended that as many fields are added as possible to improve product matching to relevant queries. The more relevant information that is included here, the higher the likelihood that your products will match and rank to relevant searches, and be eligible to show more often for the high search volume terms which you’ll want to appear in to maximise conversions.** **Apart from including fields which indicate a specific product’s physical description, there are additional fields in which data can be included to further define a product. Up to 5 custom fields can be included to any product in the feed, and this can be a great way to group products under a common theme. These groupings can include key data such as profit margin grouping, and you can optimise towards these.** **How to Make Sub Divisions?** **Once you’ve got a working product feed, you’re now ready to create the first of several Shopping campaigns. Similar to search campaigns, advertisers are going to want to split their campaigns into closely-knit themes and allow for concise account management.** **Sub-dividing products into sets of similar groups allows advertisers to optimise towards each group based on their defining characteristics. For example, you may want to subdivide a list of products by brand, category, colour, and so on, or a combination of several fields. This is particularly useful for retailers with a large volume of brands and product categories.** **Take for example a fashion retailer. The retailer may sell shoes, dresses and shirts, amongst other things. The products themselves come from a variety of brands, such as Ralph Lauren, Gucci and Nike. Naturally with various product types, and with brands with varying levels of price points, profit margins on these products should be treated differently, and so segmenting them into different groups should be seen as best practice.** **Creating subdivisions is really straightforward and can be rolled out quickly directly within the Google Ads interface. Once a Shopping campaign is created, a single bid will be set for all products. Hover near the ‘All products’ product group and a cross will appear to its right which when clicked will allow you to subdivide products into different product groups.** **Products can be sub-divided by any of the fields in the feed, though advertisers will most likely want to focus on splitting by a product’s brand, category, or by one of the custom labels which can be used to further split products by common themes. This could be a product’s colour (e.g. ‘red’) or by another variable such as price, margin, stock count, etc.** **Sub-divided product groups can be split more than once by another field. For example, an advertiser may want to initially split products by category, and then by brand, before also splitting by profit margin.** **Once sub-divided, product groups can be excluded too which means that products within that sub-division won’t be shown in Shopping ads. This can be really useful if you only want to match certain queries to a specific ad group theme, or an agreement is in place with a supplier to not advertise their products on Shopping, which can happen from time-to-time due to minimum advertised pricing (MAP) particularly when a discount sale is running.** **What Should I Bid?** **How much an advertiser bids varies from industry-to-industry, business-to-business and product-to-product, so there isn’t a specific bid which should be used when setting bids. It’s important to remember that auctions for shopping results and search (text ads) results are completely different, and so may warrant different bids. When deciding what to bid there are a few factors to consider which should give any advertiser a ball park figure for what initial bid to set.** **First, consider for every web sale the profit which will be derived from a sale of a product. Next, consider the volume of additional value which is likely to come from the sale of a product. For example, does the product usually result in the sale of additional products? If 50% of shoppers who purchase product X also purchase product Y then you should factor in this value too.** **Finally, consider the conversion rate on site for any non-brand traffic, so factor out the conversion rate for direct traffic and any brand searches coming to the site via paid or organic sources, and take this as the projected conversion rate for shopping traffic. Take this number and divide 1 by it. This will give you the average volume of clicks it will take to generate a transaction. For example, if you calculated that non-brand traffic converted on average at 2%, then 1 divided by 2% (1/0.02) would give you 50, meaning that on average it takes 50 clicks to site before a transaction will occur.** **Over time, as more data is gathered, advertisers can increase the sophistication of their bidding by reviewing the above at more granular levels such as the conversion rate for a specific brand, brand product group or even product.** **Once you’ve calculated the above, advertisers can apply a formula to calculate an initial starting bid, which can then be reviewed and updated in the days following the campaign launch:** **Based on the above example, an advertiser would want to set bids below £0.40 which has been calculated to be their break even bid. (e.g. paying a £0.40 per click 50 times would result in a CPA of £20 essentially resulting in a net profit of 0, which may be fine in some cases (stock clearances) but isn’t best suited to most advertisers). Remember to review search query data and add in new negative keywords often to ensure you’re only paying for traffic which is relevant to the product(s) which are being sold.** **And that’s that. You should now have everything you need to get start on Shopping campaigns. Please feel free to share this article and drop a message to fraser@cleandigital.co.uk with any comments.** Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [The World of Spotify Advertising What is Spotify Advertising? Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) [Clean Digital PPC Best Practice Series: Dynamic Search Ads Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) [Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping" }, "headline": "Clean Digital PPC Best Practice Series: Google Shopping", "description": "Google Shopping campaigns work slightly different compared to classic search campaigns, here we’ll provide an overview to get you started.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Shopping.png" ], "datePublished": "2020-09-16T11:00:00.000Z", "dateModified": "2020-09-16T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Shopping" ], "articleSection": [ "Tips", "Google Ads", "Google Shopping" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital PPC Best Practice Series: Google Shopping", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy/index.md --- title: "Clean Digital PPC Best Practice Series: Location Strategy" description: "In order to maintain PPC best practice, it's important to set up your location strategy to maximise profitable volume, and reduce wasted media spend." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_-_Location.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) 29 July 2020 5 minute read  ## Listen to this article Your browser does not support audio playback. **So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which again seems simple if ‘my customers are in the UK, then I target the UK’. Right? Wrong.** **Why is location bidding important?** It’s easy to assume that a consumer’s physical location doesn’t have that much impact on their demand for a particular good or service, which to a certain extent is true, but what is different is their propensity to buy that good online or redeem that service. For example, someone living more rurally may not have as many options in terms of bricks and mortar retailers so will have stronger online purchase behaviour compared to someone who lives just down the road from the high street shops. If you’re within the lead gen industry; then physical location is more important as there will be a distance where people aren’t willing to travel to redeem that service. You may also see differences in locational performance if what you sell is deemed a want or a need, more specifically if it is a want with a high price point then you’re likely to see greater success in more affluent towns/cities/postcodes. **How does location bidding improve performance?** To simplify into a visual view, let’s say the green dots below are our desirable clicks with the highest return, whilst our reds we could give or take as they’re not that valuable in terms of profit, and our grey circles are our bids. If our end bid in any auction is determined by our keyword/product bid and our location bid (in reality there’s also device, audience, demographic etc. but let’s keep it simple for the purposes of discussion), then if we’re not sophisticated in bidding at location level and leave success entirely up to one keyword/product bid; then the chances of our circles colliding and maximising the volume of green dots is low: If we tighten up our location bidding, then we end up with something more like this where we’ve increased the probability that our circles collide in such a way that we’re maximising profitable clicks: **How do the circles above translate in practice?** In order the have the greatest success in location bidding, the question you really need to know the answer to is ‘what is the lowest level at which I have significant data that illustrates differences in performance?’, where ‘level’ follows the granularity at which your PPC platform allows you to bid. For example, in Google Ads, the hierarchy of location levels at which you can set different bids looks something like: If your CRM, Google Analytics or Google Ads accounts don’t have significant performance differences at post code level, then bidding down to this level overcomplicates things. However, if you have a local or lead gen business then postcode is likely appropriate. Once you know what level you want to break things down to, take performance differences as indicated by your data and apply +/- bid adjustments for each location based on its performance. If you’re an ecommerce business that can deliver to all of the UK then you’ll set you’re highest location level as such, but with a lower bid, so that it acts as a catch all and picks up any stray clicks. If you’re a lead gen business, then your top level might be a radius or city, but again, with a lower bid as the intention of being a catch all. There are a few other things to look out for in setting up location targeting in order to be the most efficient, including how the platform defines each country. For example, something that will happen is that Northern Ireland will always be included when you select a country target of The United Kingdom which makes absolute sense; though people living in Northern Ireland may prefer not to ship across sea as it’s quicker for them to buy from Ireland/Northern Ireland so you might have a longer shipping time frame, hence lower conversion rates. We’d almost always advocate to not chose the default location setting and ensure you change to ‘people in your target location’ as opposed to ‘people in, or interested in, your target location’ as the latter will see you waste budget in locations you don’t want ads shown in. **Conclusion** So now we’ve done the hard work in setting up our location strategy to maximise profitable volume, but that’s not to say it won’t need to be updated on an ongoing basis because things will change. In probably the most extreme of examples; when something like COVID-19 hits and drives a significant increase in online purchasing, then perhaps previously low performing locations thrive as shopping is almost entirely driven online whilst lockdowns are in place locally or nationwide, and so we reverse some of our previous assumptions on where our strongest performance comes from. Food for thought! Article author ## Declan McGinley Former contributor [More articles by Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Share this article ## Related articles [Clean Digital PPC Best Practice Series: Dynamic Search Ads Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) [Clean Digital PPC Best Practice Series: Search Terms Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy" }, "headline": "Clean Digital PPC Best Practice Series: Location Strategy", "description": "In order to maintain PPC best practice, it's important to set up your location strategy to maximise profitable volume, and reduce wasted media spend.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_-_Location.png" ], "datePublished": "2020-07-29T11:00:00.000Z", "dateModified": "2020-07-29T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC Best Practice", "location strategy" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital PPC Best Practice Series: Location Strategy", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms/index.md --- title: "Clean Digital PPC Best Practice Series: Search Terms" description: "In order to maintain PPC best practice, search terms play a critical role in ensuring your ads are triggered by the most relevant user searches." canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_-_Search_Terms.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital PPC Best Practice Series: Search Terms Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy. [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 10 July 2020 6 minute read  ## Listen to this article Your browser does not support audio playback. **Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy. We’ll kick things off by outlining the importance of search terms, and the key role they play in campaign optimisation.** **Search Queries: Why are They so Important for PPC best practice?** Today, we are going to start with search terms. It’s no secret that the most important thing for a successful account is to identify to whom we would like to show our ads. With more than 63,000 searches in Google each second, showing your ads on irrelevant queries (and therefore paying for these clicks), can obliterate your monthly budget and tank your PPC strategy. **_Keywords: Who Is Going To See My Ads?_** The first point is key, something reasonable yet sometimes people struggle: know your audience when you are creating your keywords. We show ads to humans, so we need to put ourselves in our client’s shoes and think about how they might be searching for us in Google. Most of the time, there will be around 3 types of queries: 1. **Branded queries:** People who are familiar with your brand are likely to be people who are willing to convert on the spot, so protect your brand! Google lets advertisers compete for your brand keyword, and it may happen that your competitor appears above you in the search results page. Losing a sale to a competitor, who’s ad outranked yours, on a user who was originally looking for your company, is something that should not be overlooked. 2. **Product queries:** Normally, we all start with a search that covers our needs. For instance, if I would like to buy some trekking shoes, I would probably start my search by typing “buy Salomon trekking shoes”, “Salomon shoes”, or “trekking shoes”. Covering these queries is key to a successful campaign. 3. **Generic queries:** These tend to have a huge impression volume and cheaper cost-per-clicks, but also a lower conversion rate. Queries like “shoes” or “trekking” don’t usually drive direct sales, but make no mistake; these are a good option to grow your brand and drive new users to the site. **_Search Query Report: Marketers’ BFF_** The second point might be second nature for most readers, yet it must always be reviewed and updated. I’m talking about negative keywords. With all of the searches every day along with keywords close variants – which broadens keyword matching – new queries often appear in the search term report. For the best performance, a campaign needs a good base of negative keywords that will prevent from matching to queries that are not relevant to us. To provide you with an example, thanks to the fast-moving query report, we spotted that all of a sudden the system started serving our ads when someone was looking for definitions related to one of our keywords. If this had gone unnoticed, we would have certainly spent money unnecessarily, as the average cost-per-click was of £3.21. Google shopping campaigns are more challenging in this sense. It is not possible to target keywords, so the importance of the search term report is key during the initial weeks of the campaign. You would be surprised how imaginative Google’s AI can be! At Clean Digital, we have developed a tool called “universal positives” that eases the pain of reviewing search terms; stay tuned, we have more on this in an upcoming blog. **_Coming Up with the Correct Campaign Structure_** The third point is related to the account structure and how grouping your campaigns into different keyword match types makes a huge difference. Dividing campaigns into exact match [my keyword] and modified broad match (BMM moving forward) +my +keyword is an extended best practice that lets you have more control over your budget and overall presence. Exact match keywords tend to have higher CTR (click-through-rate) and CVR (conversion rate), compared to the BMM campaigns because the keyword matches exactly what the user is looking for. On the other side, as Google matches more queries to BMM keywords, these keywords tend to have more impressions and spend more overall. I feel like you are reaching the same conclusion here: segmenting campaigns will allow you to maintain a presence on exact match (higher CVR) when needed, without running out of budget due to the BMM queries. **_Advanced Tools and Strategies_** Finally, another piece of advice is to know your query themes. It is no secret that there are some word combinations that perform better than others. Last month, we performed an n-gram analysis for one of our clients. An n-gram analysis takes all of the queries, splits them into words, and groups them into the most common word sequences. After performing the analysis, we found that users typing “hire” had a 50% lower CPA (cost per acquisition) than those typing “rent”. This information allowed us to quickly create specific keywords with “rent” and “hire”, in order to differentiate between them and set different CPCs, thus giving us more control over spending. That is just one of the examples of how useful knowing your query themes can be, we have even created a simple [Data Studio report](https://datastudio.google.com/reporting/9afbc741-fae8-489a-89dd-2358928f968e/page/23CVB?s=s6GCzcJERvA) to show how intuitive it can be. As a matter of fact, the analysis is a good way to discover new campaign themes or even create negative keyword lists. Report created from Google’s Sample Data **_Conclusion_** We have covered a lot so far, but this is only the tip of the iceberg. It is no coincidence we have started the series with this article. Search is about intent, presence, and thinking strategically to prioritise one keyword to another, to ensure we make the most of the budget. With poor campaign structure, keywords, or matching, to name a few, it’s impossible to survive in the long run. Once the basics are understood, you can jump into the impression share metric and its relationship with position metrics, click-through-rate, cost-per-click, or impression volume. Google is said to be an “ecosystem”, everything is related here. Thank you for getting so far, see you in the next article! Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) [Clean Digital PPC Best Practice Series: Dynamic Search Ads Now that we’ve brushed up on our location bidding skills, let’s explore the next key element to a successful PPC strategy: Dynamic Search](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-dynamic-search-ads) [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms" }, "headline": "Clean Digital PPC Best Practice Series: Search Terms", "description": "In order to maintain PPC best practice, search terms play a critical role in ensuring your ads are triggered by the most relevant user searches.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_Best_Practice_-_Search_Terms.png" ], "datePublished": "2020-07-10T11:00:00.000Z", "dateModified": "2020-07-10T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC Best Practice" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital PPC Best Practice Series: Search Terms", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page Markdown URL: https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page/index.md --- title: "PPC Best Practice: Tracking Forms Without The \"Thank You\" Page" description: "Here we will explore different PPC best practice techniques to learn how we can track a form without having to contact your web developers. Follow the steps!" canonical: "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_best_practice.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # PPC Best Practice: Tracking Forms Without The "Thank You" Page We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 12 January 2021 4 minute read  ## Listen to this article Your browser does not support audio playback. **We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to learn one of the most convenient uses: tracking forms.** **Form tracking has been a challenge at times, with the progressive disappearance of the so-called “thank-you” pages. Because, let’s be honest, redirections can be very confusing, especially on mobile devices. That is why some web designers go for a notification message instead.** **Here we will explore different techniques to learn how we can track a form without having to contact your web developers. There are different form engines and plugins available, but we think the “element visibility” triggers are the easiest and most consistent to use.** **1. Make sure GTM is properly implemented** **We covered this in another article, but it’s always best-practice to double-check. You can easily download Google’s tag assistant and have a look before starting your task:** **As a result, we rely a lot less on the web development team and we have more flexibility when deciding which events or actions we track. This is useful when there are lots of changes on the website or there are lots of elements to track (PDF downloads, bookings etc).** **2. Send a test form** **We will use Chrome to get the information we need. There are several ways to do this, but we consider this to be the easiest.** **Once sent, the interesting part begins. Right-click the notification and click on “Inspect element”. An additional window will appear containing the source code, and this will be everything we will need.** **Our task now will be to discover the unique identifiers that tell us that it is indeed a successful form submission, rather than an error. Let’s have a closer look.** **We can see the classes underlined in red are indications of how the form has been submitted correctly. On the other hand, some might think that the class highlighted in orange is a good indicator, but check out what happens when we submit a form incorrectly.** **Light your pipe, put on your hat, and let’s dive in.** - **The first highlighted class also has the classes “ _success fusion-success_ ” regardless of whether the form has been sent correctly or not.** - **However, the class “ _wpcf7-mail-sent-ok_ ” we saw on the successful form is not seen in the incorrect one. Therefore, we can assume that using that class name will be safe for us to identify sent forms.** - **When the form is submitted correctly, “ _fa-check-circle_ ” class appears, in contrast to the “ _fa-exclamation-triangle_ ” when a form is submitted incorrectly. So we can use the former to identify successful forms.** - **Finally, the “ _fusion-alert-content_ ” highlighted in orange is the same in both cases, although the message is different. We will have to discard this identifier.** **3. Create the tags and triggers** **Now the classes have been identified, we can proceed to create the tag and the trigger in GTM. First of all, we will create a tag. A simple one will do.** **The important thing here will be the trigger. Let’s create a new “element visibility” trigger:** **Inside, there are a few things to take into account. Remember our class (not id) name is _wpcf7-mail-sent-ok._** **We do not need everything else. However, if you only wanted to track forms from the “contact” page, it is recommended to add some conditions below:** **4. Test!** **Now it has triggered the event, we can head over to Google Analytics and see how the event is doing, or create an event conversion to import it to Google Ads. Furthermore, this trigger can be used with your Facebook Pixel to optimize towards an action.** **In the coming months, we will explore all of the possibilities GTM can offer, so stay tuned for the next blog!** Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [PPC Best Practice: Brand Campaigns – Are they worth it? Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) [The World of Spotify Advertising What is Spotify Advertising? Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and](https://cleandigital.co.uk/blog/the-world-of-spotify-advertising) [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page" }, "headline": "PPC Best Practice: Tracking Forms Without The \"Thank You\" Page", "description": "Here we will explore different PPC best practice techniques to learn how we can track a form without having to contact your web developers. Follow the steps!", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/PPC_best_practice.png" ], "datePublished": "2021-01-12T12:00:00.000Z", "dateModified": "2021-01-12T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "PPC Best Practice" ], "articleSection": [ "Tips", "Google Tag Manager", "Google Analytics" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "PPC Best Practice: Tracking Forms Without The \"Thank You\" Page", "item": "https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold Markdown URL: https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold/index.md --- title: "Clean Digital Wins Silver Award: Why It Feels Like Gold" description: "Discover how Clean Digital and Dobbies Garden Centres secured a Silver Award at the 2026 European Search Awards for our innovative AI-driven search strategy." canonical: "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/blogs-website-6-silver-award.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Clean Digital Wins Silver Award: Why It Feels Like Gold ...more than just fake videos of hamsters riding whales, more than confusing images that look almost real…but not quite! And more than just a [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 26 June 2026 3 minute read  ## In 2026, “AI” has evolved from more than just the buzzword it once was... ...more than just fake videos of hamsters riding whales, more than confusing images that look _almost_ real…but not quite! And more than just a shortcut for content generation. It has matured into a sophisticated engine that powers everything from our personal daily habits to the complex professional solutions for leading companies all over the world. In digital marketing, the competition surrounding AI is fierce. Top agencies and marketers are now leveraging intricate, AI-powered strategies to push performance metrics and streamline internal processes. That is exactly why being named a finalist in the "Best Use of AI" category at the European Search Awards 2026 felt like such a massive milestone for Clean Digital. And not only were we shortlisted amongst the industry heavyweights in Europe…we ended up winning the Silver award! Honestly, it felt just like gold.  _Judges Comments_ At this point, it would be remiss not to mention our amazing in-house Data & Analytics team: Aitor Laranaga and Alex Berish. Without their genius - and their constant drive to push the boundaries of what is possible - we simply wouldn't be in this position. Not only do they develop AI-driven technology that propels client performance, streamlines operations, and optimises team resource; they take the time to educate and upskill the wider team. By empowering our account managers to integrate these solutions into their strategies, they’ve helped create a culture of innovation. This is exactly what Fraser Smith and the rest of the [Dobbies Garden Centres](https://www.dobbies.com/) team achieved, ultimately resulting in the campaign that secured us this Silver award. ### The Campaign: Weather-Proofing Retail For our Spring 2025 campaign with Dobbies Garden Centres, we set out to solve a challenge as old as the British retail industry: the unpredictability of the weather. Our analysis showed that Dobbies’ footfall fluctuated wildly based on the forecast. To transform this from an uncontrollable risk into a strategic advantage, we built a bespoke AI Weather Intelligence Dashboard. By integrating real-time Met Office data with historical sales patterns, the AI acted as a live, store-level strategist - automatically reallocating budgets and shifting creative messaging across all 53 locations. It proved that AI could effectively insulate the business against the elements and deliver a more consistent performance throughout the season. ### A Long-Standing Partnership Winning this award is particularly special because it celebrates our relationship with Dobbies, which now spans over seven years. During this time, our work together has won and been nominated for several industry awards; this Silver award is a true testament to that history. A huge thank you to the team over at Dobbies; their willingness to trial new approaches and the trust they’ve placed in us over the years is what makes work like this possible. While we’re incredibly proud to bring home this Silver, we aren’t stopping here. This project has already provided a roadmap for how we can continue to evolve our AI-driven strategies. We’re excited to keep building on this momentum, working alongside our partners to turn the next set of industry challenges into opportunities for growth. It’s an exciting time to be working in this space, and we can’t wait to see what’s next. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! Or you can [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304). ## Frequently asked questions What does this award represent for Clean Digital? Winning a Silver award at the European Search Awards is a significant milestone for us. It recognises our commitment to delivering high-level, data-driven solutions and celebrates our ability to solve complex commercial challenges using cutting-edge technology. How does Clean Digital approach AI in marketing? We view AI as a sophisticated engine to support, rather than replace, human expertise. Our approach focuses on developing bespoke, highly specific tools that integrate real-time data to streamline internal processes and improve performance, ensuring our strategies remain both innovative and commercially sound. How long has Clean Digital worked with Dobbies Garden Centres? We have proudly partnered with Dobbies for over seven years. This long-standing relationship is built on mutual trust, a shared appetite for innovation, and a collaborative approach to testing new technologies, all of which have contributed to our shared success in industry awards. Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [What Three Years of Employee Ownership Looks Like "A company is only as good as its people" A phrase many businesses throw around, but back in May 2023, we decided to truly put our money](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) [Global Agency Award Finalists: Clean Digital Recognised on Global Stage We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh,](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold#blogposting", "url": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold" }, "headline": "Clean Digital Wins Silver Award: Why It Feels Like Gold", "description": "Discover how Clean Digital and Dobbies Garden Centres secured a Silver Award at the 2026 European Search Awards for our innovative AI-driven search strategy.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/blogs-website-6-silver-award.png" ], "datePublished": "2026-06-26T13:03:00.000Z", "dateModified": "2026-06-26T13:03:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Silver Award", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Announcements", "News", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Clean Digital Wins Silver Award: Why It Feels Like Gold", "item": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold#faq", "mainEntity": [ { "@type": "Question", "name": "What does this award represent for Clean Digital?", "acceptedAnswer": { "@type": "Answer", "text": "Winning a Silver award at the European Search Awards is a significant milestone for us. It recognises our commitment to delivering high-level, data-driven solutions and celebrates our ability to solve complex commercial challenges using cutting-edge technology.
" } }, { "@type": "Question", "name": "How does Clean Digital approach AI in marketing?", "acceptedAnswer": { "@type": "Answer", "text": "We view AI as a sophisticated engine to support, rather than replace, human expertise. Our approach focuses on developing bespoke, highly specific tools that integrate real-time data to streamline internal processes and improve performance, ensuring our strategies remain both innovative and commercially sound.
" } }, { "@type": "Question", "name": "How long has Clean Digital worked with Dobbies Garden Centres?", "acceptedAnswer": { "@type": "Answer", "text": "We have proudly partnered with Dobbies for over seven years. This long-standing relationship is built on mutual trust, a shared appetite for innovation, and a collaborative approach to testing new technologies, all of which have contributed to our shared success in industry awards.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know Markdown URL: https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know/index.md --- title: "CSS: All You Need to Know About Comparison Shopping Services" description: "Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing." canonical: "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/css-q1jsc.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # CSS: All You Need to Know About Comparison Shopping Services Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing. But what exactly is a CSS and why is it a game-changer? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 28 August 2024 3 minute read  ## Listen to this article Your browser does not support audio playback. Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing. But what exactly is a CSS and why is it a game-changer? Let’s delve into the details... **What is a CSS?** A CSS, or Comparison Shopping Service, is a platform designed to allow users to compare products and prices across different retailers. Picture a service where you search for an item, and it displays various places where you can purchase it, along with the prices offered by each retailer. Essentially, CSS platforms facilitate smarter shopping decisions by helping consumers find the best deals available.  **Why Does Google Promote CSS?** There are several reasons for this including: 1. Encouraging Competition: By promoting CSS platforms, Google increases competition among advertisers, which can help keep prices lower for consumers. 2. Better User Experience: Multiple platforms competing to show the best deals generally lead to better, more relevant shopping results. 3. Regulatory Compliance: Google introduced CSS options in response to regulatory requirements aimed at ensuring fair competition in online shopping ads. **Benefits of Using a CSS** Savings: One of the most compelling benefits is the potential to achieve CPC savings of up to 20% compared to standard Google Shopping campaigns. This significant discount stems from Google's initiative to increase competition in the online marketplace. Free Access: While many CSS providers charge monthly fees for their services, some offer access free of charge, allowing advertisers to benefit without incurring additional costs. Flexibility: CSS platforms generally offer great flexibility, with no fixed terms. This means advertisers can switch back to standard Google Shopping at any time, making it easy to adapt their strategy as needed. Enhanced Ad Visibility: Using a CSS platform can enhance your products’ visibility. Ads run through a CSS often get access to better placements in the Shopping carousel, potentially attracting more eyeballs and clicks. This increased visibility can drive more traffic to your site and boost your conversion rates. Improved Ad Formats on Google: When running campaigns via a CSS, the ads themselves appear subtly different on Google. The blue clickable link below the product information will display a CSS tag (e.g., "By [CSS Name]") instead of "By Google". Clicking this link takes users to a product listing section featuring your products, directing more focused and high-intent traffic to your site. Exclusive Features and Insights: CSS partners often gain access to unique features and insights not available through standard Google Shopping. These may include: - Enhanced Reporting: Access to more detailed analytics and performance reports. - Deeper Analytics: Insights that help fine-tune your strategies for better results. - Tailored Optimisations: Customised recommendations to improve your campaign effectiveness. **Stay Tuned!** We’re really excited to announce that Clean Digital will be launching our very own CSS soon! This new service will be packed with features designed to help you maximise your advertising ROI. Keep an eye out and stay tuned to our updates for more information coming soon! As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Put CSS savings to work A Comparison Shopping Service partner reduces the effective cost of Shopping clicks. The saving only compounds when the product feed and campaign structure are managed properly. [Comparison Shopping Service How CSS pricing works and what switching involves.](https://cleandigital.co.uk/comparison-shopping-service) [Google Shopping management Feed optimisation, Merchant Center and Shopping campaign management.](https://cleandigital.co.uk/google-shopping-management) ## Share this article ## Related articles [Display Ads: Grow Traffic & Boost All-Channel Performance Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target](https://cleandigital.co.uk/blog/display-ads) [Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you](https://cleandigital.co.uk/blog/value-rules) [Google Ads Unveils Game-Changing Updates Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know#blogposting", "url": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know" }, "headline": "CSS: All You Need to Know About Comparison Shopping Services", "description": "Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/css-q1jsc.png" ], "datePublished": "2024-08-28T09:46:00.000Z", "dateModified": "2024-08-28T09:46:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "css" ], "articleSection": [ "Insights", "Google Ads", "Google Display Network", "CSS" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "CSS: All You Need to Know About Comparison Shopping Services", "item": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data Markdown URL: https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data/index.md --- title: "Compound Bidding: Looking Beyond Performance Data" description: "One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids in Google Ads" canonical: "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/compound_bidding.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Compound Bidding: Looking Beyond Performance Data One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 16 August 2018 3 minute read  ## Listen to this article Your browser does not support audio playback. One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids in a Google Ads account: - Device - Time of Day - Day of Week - Location - Gender - Age - Household Income* - Parental Status* - Any RLSA Audience * Currently in the US only. ## The Problem Whilst working on Client X you analyse performance over a statistically significant period and discover the following user categories perform best: - Mobile searches - Between 12pm and 6pm - On Weekdays - In New York - Females - Between 25 and 34 - Top 10% household income bracket - Parents - Returning Users If you decide to implement a +20% bid adjustment for each bidding group. Let’s also assume you’re bidding £5 for one of the top keywords in the account; performance could in fact decline, rather than improve. ## The reason: Compound Bidding. - Just taking into account 5 signals (Device, Time of Day/Week, Location, Gender & Age) a bid can suddenly become significantly higher. - Your initial bid of £5, now has the potential on certain users to be turned into a bid of £12.44, more than double your original bid! - Let me explain. - Your initial bid of £5 will be multipled by each of the bid adjustments you have in place. - Even with the data you’ve reviewed, are you confident enough to bid more than double for anyone searching for one of your ads? Chances are that the answer is no. ## The Solution - The reason for this is that, when analysing data in Google Ads and/or Analytics, this data is generalised across all users, across all devices, across all times of day etc. - It’s likely that unless you’re Nike or any other advertiser with a plethora of customer data to analyse micro segments, you won’t have sufficient data to know how a very small, specific group of users perform. - As such, when setting bid adjustments, minimise the impact of Compound Bidding by setting slightly lower adjustments than the data is telling you. - Furthermore, I’d recommend actually bidding down across poorly performing segments rather than up on top performers. This should limit the volume of expensive clicks. - You should see more-efficient bidding moving forward and an overall more stable Avg CPC resulting in more clicks for your media spend and, in the long term, more conversions. _TLDR: You're probably bidding too much across your PPC accounts due to compound bidding. Lower current bid adjustments or look to implement negative bid adjustments to pull back on underperforming areas, rather than push up on strongest areas._ Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [How PPC Can Help Measure Your Offline Advertising Impact TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels.](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) [Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the](https://cleandigital.co.uk/blog/googles-new-demographic-options) [The Hidden Potential Of Time-Based Optimisation TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data#blogposting", "url": "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data" }, "headline": "Compound Bidding: Looking Beyond Performance Data", "description": "One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids in Google Ads", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/compound_bidding.png" ], "datePublished": "2018-08-16T11:00:00.000Z", "dateModified": "2018-08-16T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "compound bidding" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Compound Bidding: Looking Beyond Performance Data", "item": "https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder Markdown URL: https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder/index.md --- title: "Content-Specific Paid Media Strategy: Making Content Work Harder" description: "Learn how aligning content and paid media strategies boosts reach and conversions. Discover our approach to crafting seamless customer journeys." canonical: "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/content-marketing.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Content-Specific Paid Media Strategy: Making Content Work Harder The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 28 October 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## Content marketing and paid media are often treated as separate lanes. On one side: blogs, guides, videos, webinars, and case studies. On the other: Google Ads, Meta campaigns, LinkedIn targeting, and programmatic placements. The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures them along the journey, from awareness through to conversion. At Clean Digital, we have seen this across sectors from higher education to e-commerce, and the results are stronger when content and paid media pull in the same direction. ### Using content in paid campaigns Not every ad needs to scream “Buy Now” or “Apply Today.” Sometimes the smartest move is promoting high-value content that gives people a reason to care. - For university clients, we have promoted guides, student stories, and career-focused videos on LinkedIn and Meta. These top-of-funnel campaigns build awareness while giving prospective students something genuinely useful. - With our e-commerce, educational content like “A Buyer's Guide to…” has been used in paid campaigns to warm up audiences before serving product ads. - For our service clients, content around “Activities to Prepare Your Child for Nursery” has been amplified with paid, positioning them as experts while planting the seed for a future leads. The key is treating content as campaign assets, not just something sitting passively on the site. #### Retargeting engaged audiences Here’s the thing: just because someone’s read your guide or watched your video doesn’t mean they’re ready to throw money at you immediately. Respect the journey. - Higher Ed: Someone watches a video on “Balancing Study and Work”? Retarget them later with course-specific ads - Ecommerce: A shopper who reads a style guide can later be served dynamic product ads featuring the exact range they were researching - Services: Visitors who view an information based page can be retargeted with ads about booking a visit. Gentle, not desperate. This works because it respects the buyer journey, you don’t force the hard sell too soon, but you stay present when intent builds. #### Measuring content with paid data One of the best parts of amplifying content with paid is the feedback loop. It’s not just about distribution - it’s free research (well, not free, but cheaper) - Engagement metrics: Which headlines or videos spark the most clicks and views in Meta or Discovery campaigns? - Conversion data: Which guides lead to actual enquiries or sales when paired with retargeting? - Cross-channel learnings: In higher ed, affordability content resonates overseas; career progression pieces land better in the UK. Context is everything This data does not just make ads sharper, it gives content teams direction for the next piece. Win-win. #### Full Funnel alignment When aligned properly, content and paid media create a really great unified journey: - Awareness: Videos, guides, and stories promoted via LinkedIn, Meta, etc. - Consideration: Retargeting audiences with testimonials, webinars, or comparison content - Conversion: Search and product-led ads pushing that final click It’s about warming people up gently before going in with the big ask. Because no one likes a brand that comes on too strong. ### The takeaway: Content is not just there to keep Google happy, and paid media is not just about the last-click conversions. Together, they build a more holistic, measurable strategy that feels smarter (and less shouty). At Clean Digital, we have used this approach to: - Turn university content into actual enrolments - Guide ecommerce shoppers from advice into purchases - Help our service brands turn readers into qualified leads So if you are running ads without softer, value-led entry points then you are only really playing half the game.. and it’s the small inches that win or lose you the result. If you'd like to learn more, [get in touch](https://cleandigital.co.uk/contact)! ## Frequently asked questions Why should content marketing and paid media work together? Content marketing and paid media should work together because they complement each other by creating a seamless customer journey. When aligned, they ensure that the right audience is reached at the right time and nurtured through the buying journey, from initial awareness to final conversion. By integrating content into paid strategies, businesses can provide value, build trust, and maintain engagement, which ultimately leads to better results across various sectors like higher education and e-commerce. How can I use content in my paid campaigns effectively? To use content effectively in paid campaigns, focus on promoting high-value content that engages your target audience. This could include guides, stories, and educational videos to build awareness and interest. For instance, promoting a “Buyer’s Guide” or student stories across platforms like LinkedIn and Meta can attract potential leads by offering useful information. The key is to treat content as an active asset in campaigns, not just passive material on your site. What role does retargeting play in a combined content and paid media strategy? Retargeting is essential in a combined content and paid media strategy because it allows you to reconnect with engaged audiences who may not be ready to convert immediately. By respecting the buyer's journey and retargeting with relevant ads—like course-specific ads after viewing educational content—brands can stay top-of-mind without being overwhelming. This gentle approach nurtures potential customers, increasing the likelihood of conversion over time. How can amplifying content with paid media improve my brand's strategy? Amplifying content with paid media improves a brand’s strategy by creating a feedback loop that enhances both content and ad performance. Monitoring engagement metrics, conversion data, and cross-channel learnings provides valuable insights. For example, understanding which guides lead to enquiries or which headlines spark interest can refine future content and campaigns. This approach not only sharpens your ads but also guides your overall content strategy to be more targeted and effective, ensuring a coherent full-funnel alignment from awareness to conversion. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) [How Weather Patterns Are Reshaping Paid Search Seasonality For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) [Meta Andromeda: What It Means for Your Meta Ads Strategy For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder#blogposting", "url": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder" }, "headline": "Content-Specific Paid Media Strategy: Making Content Work Harder", "description": "Learn how aligning content and paid media strategies boosts reach and conversions. 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She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "content" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Content-Specific Paid Media Strategy: Making Content Work Harder", "item": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder#faq", "mainEntity": [ { "@type": "Question", "name": "Why should content marketing and paid media work together?", "acceptedAnswer": { "@type": "Answer", "text": "Content marketing and paid media should work together because they complement each other by creating a seamless customer journey. When aligned, they ensure that the right audience is reached at the right time and nurtured through the buying journey, from initial awareness to final conversion. By integrating content into paid strategies, businesses can provide value, build trust, and maintain engagement, which ultimately leads to better results across various sectors like higher education and e-commerce.
" } }, { "@type": "Question", "name": "How can I use content in my paid campaigns effectively?", "acceptedAnswer": { "@type": "Answer", "text": "To use content effectively in paid campaigns, focus on promoting high-value content that engages your target audience. This could include guides, stories, and educational videos to build awareness and interest. For instance, promoting a “Buyer’s Guide” or student stories across platforms like LinkedIn and Meta can attract potential leads by offering useful information. The key is to treat content as an active asset in campaigns, not just passive material on your site.
" } }, { "@type": "Question", "name": "What role does retargeting play in a combined content and paid media strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Retargeting is essential in a combined content and paid media strategy because it allows you to reconnect with engaged audiences who may not be ready to convert immediately. By respecting the buyer's journey and retargeting with relevant ads—like course-specific ads after viewing educational content—brands can stay top-of-mind without being overwhelming. This gentle approach nurtures potential customers, increasing the likelihood of conversion over time.
" } }, { "@type": "Question", "name": "How can amplifying content with paid media improve my brand's strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Amplifying content with paid media improves a brand’s strategy by creating a feedback loop that enhances both content and ad performance. Monitoring engagement metrics, conversion data, and cross-channel learnings provides valuable insights. For example, understanding which guides lead to enquiries or which headlines spark interest can refine future content and campaigns. This approach not only sharpens your ads but also guides your overall content strategy to be more targeted and effective, ensuring a coherent full-funnel alignment from awareness to conversion.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert Markdown URL: https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert/index.md --- title: "Meta Ads Creative: How to Build Ads That Convert" description: "Learn how Meta's automated targeting changes creative strategy, with practical guidance for producing and testing ads that convert." canonical: "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/creative-scrolling.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Creative Is the New Targeting: How to Build Meta Ads That Actually Convert With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) 23 February 2026 4 minute read  ## For years, performance marketers were defined by their obsession with granular targeting - meticulously layering interests, lookalikes, and exclusions. But as Meta’s algorithm-driven landscape has shifted, those technical levers have become largely automated. With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to out-produce them. Welcome to the era where **creative** **is the new targeting**. ### The First 3 Seconds Are Everything (Hooks Win Auctions) Part of Meta’s algorithm shift is that it’s optimising for the engagement signals early on in the user’s interface experience. If the ad doesn’t halt the scroll, it doesn't get the distribution. This is widely known as the hook, which its current goal isn’t beauty, it’s being thumb-stopping-ly relevant. The hook is now part of the targeting layer. Saying that, we believe the hook must: - Create pattern interruption - Speak directly to a problem-point - Spark curiosity - Or visually stand out immediately We’ve created some hook-provoking examples: - “If you’re running ads and your CPA keeps rising, watch this.” - “We wasted £40,000 before figuring this out.” - A bold on-screen stat. - A controversial claim.  ### User Generated Content Is Still King...But It Has Evolved User Generated Content (UGC) content isn’t new, but as the title suggests, it’s evolved. Evolving into more structured content that covers a variety of needs, wants, and views that user’s trust and can resonate with quicker than most. Being able to blend these evolved structured UGC ads into the feed, is how we can grasp attention immediately, creating opportunity for engagement. What we’ve seen as ‘Winning’ formats include: - Problem → Solution storytelling - “POV” style videos - Before/after transformation - Founder-led authenticity - Micro-influencer reviews So, what’s the key difference today? It must feel native to the feed. Over-produced content often underperforms. The best ads feel like organic posts that just happen to sell. We can predict that Meta’s machine learning rewards content that drives: - Hold rate - Watch time - Shares - Saves - Engagement That’s why media buyers now need to understand content psychology - not just metrics.  ### Iterative Testing Beats Big Content Launches - ‘Out with the Old, In with the New…’  Creative testing should follow a structured framework: **Phase 1 - Hook Testing:** Same body, different openings. **Phase 2 - Angle Testing:** Problem-aware vs benefit-led vs objection handling. **Phase 3 - Format Testing:** Talking head vs testimonial vs demo vs meme. We’ve started treating creative activity like paid search testing: - Hypothesis-driven - Systematic - Fast iteration cycles Creative velocity is now a competitive advantage. ### Why Media Buyers Are Becoming Creative Strategists Automation has changed the skillset. When campaigns like [Advantage+](https://www.facebook.com/business/ads/meta-advantage-plus) handle majority of targeting and optimisation, performance hinges on: - Messaging clarity - Offer positioning - Visual storytelling - Psychological triggers The top-end media buyers today, will be: - Study copywriting - Analysing consumer behaviour - Breaking down top-performing ads weekly/bi-weekly - Collaborate closely with creators When the targeting is now broad, the ad creative determines who will convert. ### The Takeaway If your performance is starting to or has been plateauing, it’s rarely because your audience isn’t precise enough. It’s down to the following: - Your hook(s) need improvement - be more engaging. - Your creative lacks iteration. - Your message needs to be sharper. In the ever-evolving sphere of Social Media advertising, it’s less so about dashboard and bidding strategies but about building the ads to feel native, spark emotion, and convert at a larger scale. Creative isn’t support anymore. It’s the lead. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions Why has creative replaced manual targeting on Meta? With the rise of machine learning and tools like **Advantage+**, Meta’s algorithm has become incredibly efficient at finding audiences on its own. Since your competitors are likely using the same broad targeting, the only way to differentiate and lower your CPA is through creative that "self-targets" by resonating with specific customer pain points. What makes an ad "native" to the feed, and why does it matter? A native ad is designed to look like organic content- posts from friends or creators - rather than a polished commercial. Meta rewards content that drives high engagement and "hold rates." Over-produced ads often trigger "ad blindness," whereas structured UGC (User-Generated Content) feels more authentic and builds trust faster. How does the "Modern Model" of creative testing work? Instead of launching 5 polished ads and waiting weeks for results, the modern model prioritises **creative velocity**. You launch 20–50 variations, testing hooks rapidly and killing underperformers within 3-5 days. Once a winning hook is identified, you iterate on the angles and formats to scale performance systematically. Article author ## Jack Campbell Contributor [More articles by Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) ## Share this article ## Related articles [In 2026, do Old Google Ads Metrics still matter? Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) [AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026 While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) [Why UGC Ads are the Future of Brand Marketing Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert#blogposting", "url": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert" }, "headline": "Creative Is the New Targeting: How to Build Meta Ads That Actually Convert", "description": "Learn how Meta's automated targeting changes creative strategy, with practical guidance for producing and testing ads that convert.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/creative-scrolling.png" ], "datePublished": "2026-02-23T16:56:00.000Z", "dateModified": "2026-02-23T16:56:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "creative" ], "articleSection": [ "Meta Ads", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Creative Is the New Targeting: How to Build Meta Ads That Actually Convert", "item": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert#faq", "mainEntity": [ { "@type": "Question", "name": "Why has creative replaced manual targeting on Meta?", "acceptedAnswer": { "@type": "Answer", "text": "With the rise of machine learning and tools like Advantage+, Meta’s algorithm has become incredibly efficient at finding audiences on its own. Since your competitors are likely using the same broad targeting, the only way to differentiate and lower your CPA is through creative that "self-targets" by resonating with specific customer pain points.
" } }, { "@type": "Question", "name": "What makes an ad \"native\" to the feed, and why does it matter?", "acceptedAnswer": { "@type": "Answer", "text": "A native ad is designed to look like organic content- posts from friends or creators - rather than a polished commercial. Meta rewards content that drives high engagement and "hold rates." Over-produced ads often trigger "ad blindness," whereas structured UGC (User-Generated Content) feels more authentic and builds trust faster.
" } }, { "@type": "Question", "name": "How does the \"Modern Model\" of creative testing work?", "acceptedAnswer": { "@type": "Answer", "text": "Instead of launching 5 polished ads and waiting weeks for results, the modern model prioritises creative velocity. You launch 20–50 variations, testing hooks rapidly and killing underperformers within 3-5 days. Once a winning hook is identified, you iterate on the angles and formats to scale performance systematically.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit Markdown URL: https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit/index.md --- title: "CTR Is Not Dead. It's Just Changed Its Outfit." description: "Discover why CTR is still a vital diagnostic tool in 2026, how to read it alongside CVR, and why trusting the algorithm blindly is a recipe for wasted spend." canonical: "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ctr-blog.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # CTR Is Not Dead. It's Just Changed Its Outfit. Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 16 April 2026 7 minute read  ## My colleague recently wrote about [why old Google Ads metrics still matter in 2026](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) - touching on "CTR is not dead; it has just changed jobs" and I wanted to pull on that thread. Because I think it deserves its own conversation. Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that anymore. We are letting the algorithm handle it." Everyone nods. Someone writes "trust the automation" in the notes. A small part of me dies. (Not you, obviously. You would never.) Here's the thing about click-through-rate (CTR) in 2026: it has become very unfashionable to care about it. In an era of PMax, Smart Bidding, and Google essentially saying "don't worry about it, we have got this," the old metrics have been quietly shuffled to the back of the room. And that, I would argue, is a mistake. It is not dead. ### What CTR used to be, and what it actually is now The old way of thinking about CTR was blunt: high is good, low is bad, chase the number. If you got a 10% CTR you were either a genius or you had accidentally written clickbait. Either way, celebrate. That framing is outdated, yes. But here's what a lot of people miss when they throw CTR overboard: the signal didn't disappear. It just changed jobs. In 2026, CTR is best understood as a creative and intent alignment metric. It's not telling you how great your ad is in isolation. It's telling you whether automation is pointing your ads at the right people. When CTR starts dropping consistently, it's often the first sign that something has gone quietly wrong - that the queries being matched to your ads no longer match your messaging, that broad match has wandered somewhere it shouldn't, that the humans on the other end of the impression are looking at your ad and going ...nah. And here's the really important bit: that signal appears before your CVR drops. The system keeps buying traffic. The clicks keep coming. But engagement weakens first, efficiency follows later, and by the time the CPA looks alarming, you have already been haemorrhaging relevance for weeks. ### The four-part reality check This is where CTR and CVR need to be read together, because either one in isolation will lie to you, and the lie is expensive. Here's the thing nobody puts in the deck: CTR and CVR tell completely different stories depending on which direction they move together, and each combination means something specific. 1. High CTR, high CVR? Great. Your message is landing and your page is delivering. Don't touch it, but do try to make it even better. 2. High CTR, low CVR? This is the dangerous one, and the one most people miss. The dashboard looks lively. The clicks are coming in. But those clicks aren't converting, which means you are attracting the wrong people with a promise the landing page isn't keeping. That's not a win. That's a money pit dressed up as momentum. 3. Low CTR, high CVR? Your message resonates well with the few people who actually click - but something in the ad itself is putting everyone else off before they get there. The opportunity is real. The copy just needs to open the door wider. 4. Low CTR, low CVR? Remove it. It's dead weight, and keeping it is just a matter of politeness toward a bad decision.  The point is: CTR without CVR is half a story. A high CTR with a collapsed CVR isn't a success metric - it's a diagnosis. It tells you very specifically that people found the hook interesting, but the reality didn't match. That gap between what the ad said and what the page delivered? That's where money quietly disappears. ### The automation trap There is a comforting lie that goes around in PPC circles, which is that because Google's bidding is smart, you only really need to pull the one lever: adjust the tCPA or tROAS target and wait for things to improve. And look, sometimes that works! Short-term, it can absolutely produce movement. But it's treating symptoms, not causes. It's the equivalent of turning up the thermostat because your windows are open. The number changes. The underlying problem does not. CTR, alongside Quality Score and landing page experience and all the other metrics that have been quietly demoted to "legacy" status, are diagnostic tools. They're not levers you pull - they are gauges you read. [Callum covers this in detail](https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter) - these metrics tell you why the system is doing what it's doing, which is considerably more useful than just watching what it does and hoping for the best. The platforms themselves haven't abandoned CTR either. Google's AI weighs historical CTR to influence ad rank and Quality Score, and Meta uses it to train delivery algorithms. So while we have been arguing about whether it matters, the machines have been using it to make decisions about who sees what and at what cost. Might be worth paying attention to the thing the algorithm is paying attention to. ### The number itself, since we are here The average CTR for Google Ads is currently around 6.4%, with some industries like arts and entertainment reaching as high as 13% ([Cropink](https://cropink.com/google-ads-statistics)). If you are sitting well below your industry benchmark and shrugging because "CTR isn't a real metric anymore," you are almost certainly paying more per click than you need to, reaching people less efficiently than you should be, and drifting toward a performance problem that will eventually become unignorable. It doesn't have to be a KPI. It doesn't have to be the thing you report to clients every week. But it should absolutely be something someone is looking at. ### So what do we actually do Watch the direction, not just the number. A CTR that's trending downward is often the first warning sign before something more expensive goes wrong. It's the smoke detector. You don't ignore the smoke detector because it's not also putting out the fire. Test your creative, even when you are not manually bidding. Write distinct headlines that each do a different job: one that matches the keyword, one that leads with a benefit, one that builds trust, one that speaks to a feature, one that tells people what to do next. Run them, then actually go back and look at what the CTR and CVR data is telling you about each one. Most advertisers write RSA headlines once and never look at them again. That's not testing. That's hoping. And for the love of all things, look at your landing page. Because if CTR is holding up but CVR is falling, the ad is doing its job and the page is not. That's a solvable problem, but only if someone actually diagnoses it. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! Or you can [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304). ## Frequently asked questions Is a high CTR always a sign of a successful Google Ads campaign? Not necessarily. While a high CTR indicates that your ad is engaging and relevant to the search query, it only tells half the story. If you have a high CTR but a low Conversion Rate (CVR), you are likely attracting the wrong audience or sending them to a landing page that fails to deliver on the ad's promise. CTR is a measure of **interest**, not **intent to buy**. Why should I care about CTR if I use Smart Bidding and PMax? Even in an automated environment, Google uses historical CTR to determine your Ad Rank and Quality Score. A declining CTR is a signal that your creative is fatiguing or the algorithm is matching your ads with irrelevant queries. By monitoring CTR, you can catch performance "drifts" weeks before they show up as an increase in your Cost Per Acquisition (CPA). How can I improve a low CTR without changing my entire strategy? Start by testing your creative assets. Ensure your Responsive Search Ads (RSAs) include a mix of keyword-heavy headlines and benefit-driven copy. Check your "Search Terms" report to see if broad match is triggering your ads for irrelevant phrases, and use negative keywords to prune that traffic. Often, a low CTR is simply a sign that your ad hasn't "opened the door" wide enough for the right audience. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [Why UGC Ads are the Future of Brand Marketing Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) [Making The Most Of First-Party Data But what exactly is first-party data, why does it matter, and how can brands harness it to build trust and deliver better advertising? First-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data) [Clean Digital Achieves Google Premier Partner Status Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit#blogposting", "url": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit" }, "headline": "CTR Is Not Dead. It's Just Changed Its Outfit.", "description": "Discover why CTR is still a vital diagnostic tool in 2026, how to read it alongside CVR, and why trusting the algorithm blindly is a recipe for wasted spend.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ctr-blog.png" ], "datePublished": "2026-04-16T15:51:00.000Z", "dateModified": "2026-04-16T15:51:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "CTR", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Google Ads", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "CTR Is Not Dead. It's Just Changed Its Outfit.", "item": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit#faq", "mainEntity": [ { "@type": "Question", "name": "Is a high CTR always a sign of a successful Google Ads campaign?", "acceptedAnswer": { "@type": "Answer", "text": "Not necessarily. While a high CTR indicates that your ad is engaging and relevant to the search query, it only tells half the story. If you have a high CTR but a low Conversion Rate (CVR), you are likely attracting the wrong audience or sending them to a landing page that fails to deliver on the ad's promise. CTR is a measure of interest, not intent to buy.
" } }, { "@type": "Question", "name": "Why should I care about CTR if I use Smart Bidding and PMax?", "acceptedAnswer": { "@type": "Answer", "text": "Even in an automated environment, Google uses historical CTR to determine your Ad Rank and Quality Score. A declining CTR is a signal that your creative is fatiguing or the algorithm is matching your ads with irrelevant queries. By monitoring CTR, you can catch performance "drifts" weeks before they show up as an increase in your Cost Per Acquisition (CPA).
" } }, { "@type": "Question", "name": "How can I improve a low CTR without changing my entire strategy?", "acceptedAnswer": { "@type": "Answer", "text": "Start by testing your creative assets. Ensure your Responsive Search Ads (RSAs) include a mix of keyword-heavy headlines and benefit-driven copy. Check your "Search Terms" report to see if broad match is triggering your ads for irrelevant phrases, and use negative keywords to prune that traffic. Often, a low CTR is simply a sign that your ad hasn't "opened the door" wide enough for the right audience.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success Markdown URL: https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success/index.md --- title: "Digital Marketing for Hotels: Our Blueprint For Success" description: "Digital Marketing for Hotels: We've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns." canonical: "https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/digital-marketing-for-hotels.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Digital Marketing for Hotels: Our Blueprint For Success At Clean Digital, we've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns. [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 29 September 2025 9 minute read  ## Listen to this article Your browser does not support audio playback. ## Digital marketing for hotels is no simple task. In the ever-evolving landscape of hospitality, simply having a fantastic hotel isn't sufficient. To truly thrive and distinguish yourself from competitors, a robust and intelligent marketing strategy is crucial. At Clean Digital, we've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns. This blueprint will guide you through the essentials, offering insights and actionable strategies to scale your results.  ### The Modern Traveller's Journey & Why Paid Media is Essential Consider the modern traveller: from initial inspiration to booking confirmation, their journey is both increasingly digital and complex with multiple touchpoints on those journeys. They're scrolling through social media, searching on Google, comparing prices, and reading reviews. If your hotel isn't visible at these crucial touchpoints, you're missing out on valuable bookings. Paid media, encompassing everything from search to social and programmatic display, puts your hotel directly in front of potential guests at the right moment. It allows for unparalleled targeting, immediate impact, and measurable return on investment (ROI), making it an indispensable tool for any hotel looking to boost occupancy and revenue. ### Digital Marketing for Hotels: The Blueprint #### The Importance of Data & Measurement Before even looking at channel strategies, we need to talk about data and how platform bidding algorithms leverage that data to reach new customers. Fundamentally, most bidding strategies under value revenue when looking at room booking by only looking at the value of the room booking itself rather than all the potential add-ons that customers often enjoy when they stay. This could take the form of any of the following: - Food & Drink - Does your hotel have a restaurant or bar which guests often eat and drink in? - Leisure Activities - Are guests able to book sports activities such as Golf, Biking, Horse Riding, etc during their stay? - Spa Services - Is there on site beauty or massage services which guests can book? - Tours - Can your guests book day trips from the hotel or does the hotel benefit from when guest book trips via a third-party? To better explain the importance of this additional value, let's look at an example. _For their wedding anniversary, Mr & Mrs Jones book a weekend away at a newly opened hotel. Their stay is for 2 nights with the room costing £250 per night, for a total of £500._ _However, whilst there they eat lunch and dinner in the hotel restaurant. It’s their anniversary and so they enjoy themselves by indulging surf & turf dinners with a bottle of champagne both nights followed by a night cap of a martini and old fashioned on their final night. Whilst delightful, their restaurant and bar bills total £600._ _They met at their university golf society and so like competing against each other whenever they can. A round of golf each day does just that and costs a total of £300 including their golf plus rental of clubs, plus some balls._ _After a morning golfing it’s time to relax and so the first day they are there they both get a couples massage together costing £200._ _All in, their stay has cost them £1,200 and this is where hotels can more closely compete with OTAs by interpreting their own data slightly differently._ Marketing teams may be tasked with converting new customers at a ROAS of say 5:1 or better in order to beat OTAs giving teams a target of £100 if they only look at the room booking value. By factoring in all revenue data as outline in the above example, that target now becomes £240, substantially more and allows them to be more competitive in paid search, either by showing in more searches on current keywords or start competing more aggressively on broader terms, and reach more users across paid social and programmatic to help the hotel scale bookings. This is just a small example of how being smart with data can support drive results for hotels, though another great tactic we’ve used has been leveraging occupancy reports across the hotel group to support budgeting and bidding decisions. #### Capturing Existing In-Market Intent With Paid Search When someone searches for "hotels in [your city]" or "luxury accommodation [your region]," they're expressing clear intent. Paid search, particularly Google Ads, ensures your hotel appears prominently at the top of these search results. - **Branded Campaigns**: Bidding on your own hotel's name is non-negotiable. While it might seem counter-intuitive, it defends against competitors bidding on your brand and ensures you capture guests who are already looking for you. It also provides a direct booking path, avoiding commissions from OTAs. After all, why work on a marketing strategy to scale when your investment helps generate more for those OTAs. - **Non-Branded** **Keywords**: Target broader terms relevant to your location, amenities, and unique selling points (USPs). Think "boutique hotel Edinburgh," "family-friendly hotel Cornwall," or "spa breaks Lake District." - **Local Search Ads**: For hotels, local search is incredibly powerful. Ensure your Google My Business profile is fully optimised, as this directly influences visibility in local search results and Google Maps. - **Dynamic Search Ads (DSAs)**: Great for hotels with extensive websites and numerous room types or facilities. DSAs automatically generate headlines based on your website content, showing relevant ads to users searching for what you offer. **Insight**: Don't just focus on "book now" keywords. Consider the full research phase. Target keywords like "things to do in [your city]" and subtly introduce your hotel as the perfect base. Understand what theme those terms fall under to look to scale by optimising those themes. #### Inspire and Engage With Social Social platforms like Facebook, Instagram, and TikTok are not just for connecting with friends; they are powerful discovery engines for travel inspiration. - **Audience Targeting**: The beauty of social media advertising lies in its granular targeting capabilities. Reach potential guests based on demographics, interests (e.g., "luxury travel," "spa weekends," "golf holidays"), behaviours (e.g., frequent travellers), and even custom audiences (uploading your CRM data for retargeting). - **Visual Storytelling**: Hotels are inherently visual. High-quality imagery and video are paramount. Showcase your rooms, facilities, dining experiences, and the local area. Use carousel ads to highlight multiple aspects of your hotel. - **Dynamic Ads for Travel (DAT)**: A game-changer for hotels. [DAT](https://www.facebook.com/business/help/1690794621187911?id=221593351918232) automatically shows users relevant hotel ads based on their browsing history on your website or related travel sites, featuring real-time pricing and availability. - **Influencer Marketing (Paid Partnerships)**: Collaborate with relevant travel influencers to showcase authentic experiences at your hotel to their engaged audiences. This can be highly effective for building trust and brand awareness with this content being able to be leveraged more widely to paid, owned & earned audiences. **Insight**: Don't just push bookings. Use social media to build brand affinity. Share behind-the-scenes content, local tips, and engage with comments to create a community around your hotel. #### Reach Untapped Audience With Programmatic Video & Display Video and display ads allow you to reach a vast audience across websites, apps, and connected TV, building brand awareness and nurturing leads through the sales funnel. - **Audience Segmentation**: Target users based on their online behaviour, interests, demographics, and even their current location. You can target "in-market" audiences actively researching travel or specific destinations. - **Retargeting (Remarketing)**: Crucial for hotels. Serve ads to users who have visited your website but didn't book. Remind them of your offerings, perhaps with a special incentive. This audience has already shown interest and is more likely to convert. - **Geofencing**: Target users who are physically located in a specific area – perhaps near your competitors or a local landmark – with compelling ads for your hotel. - **Video Content**: Engage potential guests with immersive video tours of your hotel, testimonials, or clips showcasing your unique experiences. Video has significantly higher engagement rates. **Insight**: Use a sequential messaging strategy. Start with broad brand awareness ads, then follow up with more specific offers or retargeting messages as users move closer to booking. #### Metasearch Advertising: Competing Directly Metasearch engines like Trivago, Kayak, and Google Hotels are where many travellers compare prices. Advertising here allows you to display your direct booking rates alongside OTAs, giving you a chance to capture commission-free bookings. - **Price Competitiveness**: Ensure your direct booking rates are competitive with, or ideally better than, those offered by OTAs. Travellers are savvy, and a higher direct price will lead them elsewhere. - **Rate Parity**: Maintaining rate parity across all channels is essential. Inconsistent pricing can damage trust. - **Real-time Availability**: Seamless integration with your property management system (PMS) is critical to display accurate, real-time availability and pricing. **Insight**: Metasearch is often a "lower funnel" channel, meaning users are close to making a booking decision. Treat it as a performance channel with a strong focus on conversion rate optimisation. #### Others Factors for Hotel Paid Media Success - **Integrated Strategy**: Your paid media channels shouldn't operate in silos. They should work together, complementing each other to guide the customer through their journey. - **Robust Tracking & Analytics**: Implement comprehensive conversion tracking on your website. Understand which campaigns, ad groups, and keywords are driving bookings and revenue. Use Google Analytics 4 (GA4) to gain deeper insights into user behaviour. - **Mobile Optimisation**: A significant percentage of travel research and bookings occur on mobile devices. Ensure your ads, landing pages, and booking engine are fully optimised for mobile. - **Compelling Landing Pages**: Your ad might be brilliant, but if the landing page is slow, confusing, or not relevant, you'll lose the booking. Ensure high-quality imagery, clear calls to action, and an intuitive booking process. - **A/B Testing**: Continuously test different ad creatives, headlines, copy, landing pages, and targeting options to identify what resonates best with your audience. - **Budget Allocation**: Allocate your budget strategically across channels based on performance and your marketing objectives. Be prepared to adjust as campaigns progress. - **Seasonal & Event Planning**: Adapt your campaigns for peak seasons, local events, holidays, and school breaks. Tailor your messaging and offers accordingly. In conclusion, digital marketing for hotels is an intricate yet essential strategy for anyone in the hospitality industry aiming to maximise occupancy and revenue. By leveraging data smartly, engaging with modern travellers across multiple platforms, and ensuring seamless integration between different marketing channels, hotels can position themselves ahead of the competition. If you'd like to learn more about digital marketing for hotels, [get in touch](https://cleandigital.co.uk/contact)! ## Frequently asked questions How much should a hotel budget for paid media? There's no one-size-fits-all answer, as it depends on your hotel's size, location, competitive landscape, and revenue goals. A common benchmark for marketing spend in hospitality is 3-7% of gross revenue, with a significant portion allocated to digital. It's best to start with a realistic budget and scale up based on performance. Should hotels still work with Online Travel Agencies (OTAs)? OTAs can be a valuable source of bookings, especially for hotels looking for broad exposure or during off-peak seasons. However, they come with high commission rates. Your paid media strategy should aim to drive direct bookings to reduce reliance on OTAs and maximise your profit margins. What's the most important metric for hotels in paid media? While many metrics are important (CTR, CPC, Impressions), for hotels, the most critical are Return on Ad Spend (ROAS) and Cost Per Acquisition (CPA). These directly tell you how profitable your campaigns are and how much it costs to acquire a new guest. How long does it take to see results from paid media campaigns? Some campaigns, particularly search engine marketing, can yield results relatively quickly. However, a comprehensive strategy involving brand building and nurturing can take several months to show its full potential. Consistency and ongoing optimisation are key. Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Grow direct bookings with paid media Hotels defend margin by shifting bookings from OTAs to their own site. That takes paid search, paid social and tracking that measures booking revenue, not clicks. [Paid search management Google Ads and Microsoft Ads managed around booking revenue.](https://cleandigital.co.uk/paid-search) [Paid social services Demand generation and retargeting beyond the booking window.](https://cleandigital.co.uk/paid-social) ## Share this article ## Related articles [Generative Search Optimisation: How to Optimise for AI Search Search is changing - fast. Google, ChatGPT, Gemini, Claude… they are no longer just giving you a list of links. They answer your questions for you.](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) [Programmatic Advertising: When It’s the Right Fit But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in. At Clean Digital, we run](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) [How Weather Patterns Are Reshaping Paid Search Seasonality For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success#blogposting", "url": "https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success" }, "headline": "Digital Marketing for Hotels: Our Blueprint For Success", "description": "Digital Marketing for Hotels: We've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/digital-marketing-for-hotels.png" ], "datePublished": "2025-09-29T19:25:00.000Z", "dateModified": "2025-09-29T19:25:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. 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A common benchmark for marketing spend in hospitality is 3-7% of gross revenue, with a significant portion allocated to digital. It's best to start with a realistic budget and scale up based on performance.
" } }, { "@type": "Question", "name": "Should hotels still work with Online Travel Agencies (OTAs)?", "acceptedAnswer": { "@type": "Answer", "text": "OTAs can be a valuable source of bookings, especially for hotels looking for broad exposure or during off-peak seasons. However, they come with high commission rates. Your paid media strategy should aim to drive direct bookings to reduce reliance on OTAs and maximise your profit margins.
" } }, { "@type": "Question", "name": "What's the most important metric for hotels in paid media?", "acceptedAnswer": { "@type": "Answer", "text": "While many metrics are important (CTR, CPC, Impressions), for hotels, the most critical are Return on Ad Spend (ROAS) and Cost Per Acquisition (CPA). These directly tell you how profitable your campaigns are and how much it costs to acquire a new guest.
" } }, { "@type": "Question", "name": "How long does it take to see results from paid media campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Some campaigns, particularly search engine marketing, can yield results relatively quickly. However, a comprehensive strategy involving brand building and nurturing can take several months to show its full potential. Consistency and ongoing optimisation are key.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/display-ads Markdown URL: https://cleandigital.co.uk/blog/display-ads/index.md --- title: "Display Ads: Grow Traffic & Boost All-Channel Performance" description: "Using Display ads strategically can significantly increase traffic volumes, ensuring content is relevant and engaging for users." canonical: "https://cleandigital.co.uk/blog/display-ads" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Display_Ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Display Ads: Grow Traffic & Boost All-Channel Performance Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) 20 August 2024 3 minute read  ## Listen to this article Your browser does not support audio playback. Display ads are great visual addition to your paid portfolio. Operating across [Google's Display Network (GDN)](https://support.google.com/google-ads/answer/2404190?hl=en-GB), they put an ad in front of millions or target specific users, spreading awareness and delivering specific messages at a low cost. There are two types: Responsive Display Ads (RDAs) and Image Ads. RDAs pair an image with various headlines and descriptions. Image Ads are more visually engaging, often using text overlays or GIFs. RDAs: Image Ads: The GDN spans across a vast number of websites, apps, and Google owned entities like Gmail and YouTube. Choosing specific ad formats across these platforms ensures your ads engage users effectively, driving them to your website or highlighting specific events. An important strategic factor to identify before running your ads is understanding the demographics, interests, and types of users you need to target using Google's interest and demographic-based models. Retargeting audiences can enhance this strategy, focusing on users who've already interacted with your website. For a broader overview of the GDN, check out [Alan's blog](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), which offers valuable insights into why you should be using GDN. **Situational Tendencies** Over the past two years, the use of Display ads has impacted PPC performances across a weekly, monthly, and yearly comparison. During traffic dips (due to external factors like environmental, economic, or fashion trends), Display ads have proven very useful. Across diverse client targets, Display ads have increased traffic for events or targeted campaigns, positively impacting performance metrics. The increase in traffic volumes was evident not only through PPC channels but also across Organic and Direct channels. Additionally, there were notable improvements in user signups, returning customers, sales, and revenue. **Goals, Expectations and Outcomes** For example, to increase visibility and presence of a specific product category for an e-commerce client: - **What we want from the Display ads:** Increase traffic and sales for a selected product category, focusing on new and returning customer sales. - **What we think will happen:** Drive new customer sales by targeting a new audience (interest and demographic based) and increase returning customer sales using retargeting - **What did happen:** Higher traffic from PPC, with increased sessions from new users leading to more new customer sales and stable returning customer sales, boosting revenue. Strategically using Display Ads can significantly enhance traffic volumes, ensuring content remains relevant and engaging for users. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Jack Campbell Contributor [More articles by Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) ## Share this article ## Related articles [CSS: All You Need to Know About Comparison Shopping Services Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing. But what exactly is a CSS and why is it a game-changer?](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) [Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you](https://cleandigital.co.uk/blog/value-rules) [Google Ads Unveils Game-Changing Updates Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/display-ads#blogposting", "url": "https://cleandigital.co.uk/blog/display-ads", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/display-ads" }, "headline": "Display Ads: Grow Traffic & Boost All-Channel Performance", "description": "Using Display ads strategically can significantly increase traffic volumes, ensuring content is relevant and engaging for users.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Display_Ads.png" ], "datePublished": "2024-08-20T10:22:00.000Z", "dateModified": "2024-08-20T10:22:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Display Ads" ], "articleSection": [ "Insights", "Google Ads", "Google Display Network" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/display-ads#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Display Ads: Grow Traffic & Boost All-Channel Performance", "item": "https://cleandigital.co.uk/blog/display-ads" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update Markdown URL: https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update/index.md --- title: "Facebook: Implications of the Apple iOS 14 Update" description: "Users on Facebook will now be prompted with Apple’s App Tracking Transparency (ATT) window, where they will essentially allow users to opt in or out for their d" canonical: "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/facebook_IOS_update_privacy_5.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Facebook: Implications of the Apple iOS 14 Update Many of you may have already heard or been notified of Apple’s iOS 14 update on your mobile devices. However, there is a larger issue at hand which [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 16 March 2021 5 minute read  ## Listen to this article Your browser does not support audio playback. Many of you may have already heard or been notified of Apple’s iOS 14 update on your mobile devices. However, there is a larger issue at hand which appeals to businesses and advertisers alike who promote their products or services via Facebook Ads. Users on Facebook will now be prompted with Apple’s App Tracking Transparency (ATT) window, where they will essentially allow users to opt in or out for their data to be tracked.  In general, this will most likely impact audience member size/data, whilst remarketing capabilities may also be affected due to users opting out of tracking. Below we’ve listed several key changes as a result of the update, along with next steps in order to better prepare your business/ad account in order to mitigate the potential disruptions this update may have on performance moving forward. ## What’s Happening? Whilst Apple’s iOS 14 update has already had an impact on Facebook thus far, there are additional changes yet to be rolled out, needing to be closely monitored over the coming months/year; all of which are listed below. ### Roll out ‘Aggregated Event Measurement’ An algorithmic model that will help advertisers/businesses measure campaign performance regardless of user’s decisions to opt in or out #### Maximum of 8 Conversion Events per domain i.e. purchase, add to cart, view content, page view etc If a user completes multiple conversion events, then the highest priority event will be reported For example, a purchase will have a higher priority than a page view #### Amending campaign optimisation events could take up to 72 hours to be processed Therefore, prior to carrying out any changes, be sure that an amend is required before doing so And don’t be surprised if such changes take some time to be processed #### Sunsetting 28-day attribution and 7-day view attribution windows (this has already taken place) Will be replaced by 1-day click 7-day click 1-day click and 1-day view 7-day click and 1-day view (default attribution window) You will still be able to compare attribution windows, by clicking on ‘Compare Attributions’ under the ‘Columns’ at either campaign, ad set or ad level in your Facebook Ads account #### End of reporting for age, gender, region and placement There will no longer be supporting breakdowns on age, gender and placement data for conversions Advertisers will have to rely on past historical demographic data accrued across other paid or non-paid channels to inform them of who and where they should be targeting Regarding placement, this is slightly trickier as any new advertisers will not have a concrete understanding of which placements are relevant and could perform well for them – so one to A/B test across your campaigns. ## Actions Required ### Domain Verification in Business Manager *IMPORTANT* This will ensure no immediate or future disruptions in the ability to configure conversion events Your business domain will have to be added in Business Manager How to find this: Go to your Facebook Ads Manager account Click on ‘Business Tools’, located on the left-hand side of your screen and go to ‘Business Settings’ Then navigate to ‘Brand Safety’ tab and select ‘Domains’ Once there, you should see an option to add your website’s domain After which, you’ll then be prompted with the below screenshot, where you or someone with access to your domain will need to verify your website’s domain Can be verified via: DNS Verification, HTML File Upload or Meta-Tag Verification Side note: this could take up to 72h, so don’t worry if it’s not immediately verified  #### Prioritise Conversion Events Seeing as you’ll only be able to use a maximum of 8 conversion events, it will be important to prioritise those which you are either currently using or planning on using in your campaigns #### Review the various attribution models at your disposal You can review the various attribution models at campaign, ad set or ad level You can find this under ‘Columns’ Once there you’ll be able to select or remove any of the attribution windows to either view one on its own or compare versus one another  ### Moving Forward All in all, we expect there to be minimal effects off the back of this in the short-run, however, could potentially see further impact on audience/remarketing capabilities in the long-run, as noted above. Therefore, it will be vital for businesses and advertisers to closely monitor their accounts over the coming months/remainder of 2021 and identify any trends or shifts in traffic, audience size and general top-level performance (i.e. leads or sales) – as there could be further updates on either Facebook or Apple’s side as we move closer towards a cookie-less world. Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [Responsive Search Ads: Why You Should Start Using Them ASAP If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs)](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) [TikTok Advertising Taking Over In 2022 In 2020 TikTok was one of the most downloaded apps worldwide, and since then it’s impossible to deny the impact that this social media](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022) [Clean Digital: PPC Agency of the Year 2023 Founded back in the summer of 2012, Clean Digital is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update#blogposting", "url": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update" }, "headline": "Facebook: Implications of the Apple iOS 14 Update", "description": "Users on Facebook will now be prompted with Apple’s App Tracking Transparency (ATT) window, where they will essentially allow users to opt in or out for their d", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/facebook_IOS_update_privacy_5.png" ], "datePublished": "2021-03-16T12:00:00.000Z", "dateModified": "2021-03-16T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Facebook" ], "articleSection": [ "Announcements" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Facebook: Implications of the Apple iOS 14 Update", "item": "https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate Markdown URL: https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate/index.md --- title: "Website Conversion Rate: Four Practical Improvements" description: "Improve website conversion rates by reducing friction, strengthening calls to action and aligning landing pages with campaign intent." canonical: "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Conversion_Rate.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 22 February 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. To summarise this blog with an overused metaphor: You can lead a horse _customer_ to water _your website_ but you cannot make them drink _buy_. Still here? Let's go. Sometimes we are so focused on sending traffic to our site via PPC, Organic and Social that we forget to focus on our main converting mechanism: our website. It sits there, looking pretty but often not working as hard as it should. You can do SO much with it to improve conversion rate, sales, customer experience and lifetime value! Here is a short 4-point list that can help increase your conversion rate in the long run, I have kept them practical and punchy. But the opportunities don't stop there. Implement live chats, keep things consistent, introduce user-generated content or more social proof, and show product review ratings. Make the horse customer have no option but to drink buy. Okay! On to the good stuff. **Tip Number 1** Avoid squeeze pages. If you are sending prospecting customers to your website who are not ready to convert, you are essentially telling them to buy or leave. You don't want a landing page that gives a potential customer this ultimatum. Offer them the chance to browse your blog, look at other products or see your review page. Have your primary conversion front and centre but also offer a transitional CTA - specifically for those who are not quite ready to convert. Maybe that's a free e-book that you remarket to later. Don't scare them off. **Tip Number 2** Think about the hierarchy of focus. Have your important buttons that lead to your conversion goal (Add to Cart) differ in colour from low-importance buttons (About Us). This is called creating an isolation effect. **Tip Number 3** Make your website run like a physical shop. If I went to a shop and picked up a product you wouldn't want to pick me up and run me to the checkout - removing all chances of me adding more items to my cart. No. Let people browse. They are a shopper UNTIL they buy. A few suggestions: - Maybe offer pop-ups on your site that provide more information and do not make them activate the checkout process. - Allow people to view their carts without having to activate the checkout process. Have a “View your cart” option. **Tip Number 4** Don’t leave your contact forms as an afterthought! You got someone ALL the way to giving you information at either the checkout stage or the free download stage. Don’t trip up now. Try adding a little bit more information to your forms. Like this: Email: _(Required for Order Confirmation)_ Phone: _(Required for Shipping Notifications)_ These simple changes to the microcopy do a lot. It helps to build trust and really improves the data you collect - removing errors. Why? It's simple. They pay more attention. They want that confirmation and they want notifications when their order is due. _All typos are intentional except where unintentional._ Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) [Colourful Solutions: Automate Image “Color” Attribute With Python We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However,](https://cleandigital.co.uk/blog/automate-image-color) [How To Track Campaign Performance Using UTMs So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate#blogposting", "url": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate" }, "headline": "From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate", "description": "Improve website conversion rates by reducing friction, strengthening calls to action and aligning landing pages with campaign intent.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Conversion_Rate.png" ], "datePublished": "2023-02-22T13:30:00.000Z", "dateModified": "2023-02-22T13:30:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Conversion Rate" ], "articleSection": [ "Tips", "Website", "Landing Page", "UX" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate", "item": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight Markdown URL: https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight/index.md --- title: "From Data to Doorstep. Your Next Location is Hiding in Plain Sight." description: "Looking for your next business location? Learn how location intelligence and customer data mapping helped 1Rebel identify their most successful expansion site." canonical: "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/location-3.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # From Data to Doorstep. Your Next Location is Hiding in Plain Sight. Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling, [Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) 18 June 2026 2 minute read  ## Selecting a new location has become something of an industry. Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling, and daytime population flows. There are academic papers on this. Dedicated software platforms. Consultants who do nothing else. Sometimes, though, the answer is much simpler than the process built around finding it. We worked with [1Rebel](https://www.1rebel.com/en-gb), one of London's best boutique fitness brands, on exactly this question. As part of wider customer analysis - looking at how attendance and sales varied by location, seasonality, weather, and demographics - we mapped 1Rebel's London customer base by postcode.  _Illustrative heatmap – not client data_ What came back was striking: meaningful demand in the south, no club to serve it – a gap that, once you could see it, was hard to unsee. 1Rebel opened in Clapham. It's their most successful opening to date. Your customers may already be voting with their postcodes. They are showing you where they live, how far they travel, and where demand may be going unmet. The opportunity is often already in the data – it just needs to be surfaced. If you’re ready to understand what your customer data is already telling you, we'd love to talk. And if you haven't tried 1Rebel yet, you really should.  ### A final thought... We can help you: - Map where your customers live and travel from - Identify geographic gaps between demand and provision - Turn customer data into actionable location insight If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact) today. Don't forget to follow us for more digital marketing insights and [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304)! ## Frequently asked questions How can I use customer data to choose a new business location? You can use location intelligence to map the postcodes of your existing customer base. By identifying high-demand areas where you currently have no physical presence, you can pinpoint the exact locations that will most likely mirror the success of your existing sites. Does location intelligence require expensive software? While dedicated software exists, the core principle is about surfacing existing data. By analysing your own attendance, sales, and customer demographics, you can often identify clear geographic opportunities without needing a massive enterprise-level geospatial department. Article author ## Patrick McLean Contributor Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about [customer personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) and using [customer location data](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) to plan business expansion. [More articles by Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) ## Share this article ## Related articles [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [Why Marketing Must Move from Seasonal to Signal Led In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) [Why Creative Matters in Paid Media In paid media, data and spend often get all the attention, but the role of creative is often overlooked. Without strong, engaging ads, even the biggest](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight#blogposting", "url": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight" }, "headline": "From Data to Doorstep. Your Next Location is Hiding in Plain Sight.", "description": "Looking for your next business location? Learn how location intelligence and customer data mapping helped 1Rebel identify their most successful expansion site.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/location-3.png" ], "datePublished": "2026-06-18T15:43:00.000Z", "dateModified": "2026-06-18T16:47:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Patrick McLean", "url": "https://cleandigital.co.uk/blog/authors/patrick-mclean", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/patrick_final.webp", "jobTitle": "Contributor", "description": "Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about customer personas and using customer location data to plan business expansion." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "location", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "From Data to Doorstep. Your Next Location is Hiding in Plain Sight.", "item": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight#faq", "mainEntity": [ { "@type": "Question", "name": "How can I use customer data to choose a new business location?", "acceptedAnswer": { "@type": "Answer", "text": "You can use location intelligence to map the postcodes of your existing customer base. By identifying high-demand areas where you currently have no physical presence, you can pinpoint the exact locations that will most likely mirror the success of your existing sites.
" } }, { "@type": "Question", "name": "Does location intelligence require expensive software?", "acceptedAnswer": { "@type": "Answer", "text": "While dedicated software exists, the core principle is about surfacing existing data. By analysing your own attendance, sales, and customer demographics, you can often identify clear geographic opportunities without needing a massive enterprise-level geospatial department.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about Markdown URL: https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about/index.md --- title: "From UA to GA4: Important Changes You Should Know About" description: "GA4 is going to be a big change up for marketers/businesses, but there are some improvements. Take your time to get amongst it - don't get left in the dust." canonical: "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/GA4.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # From UA to GA4: Important Changes You Should Know About Have you been wondering what is changing with Google Analytics 4 (GA4) compared to Universal Analytics (UA)? Well, you are not alone, you little Socrates. [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 20 April 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. **Have you been wondering what is changing with [Google Analytics 4 (GA4)](https://support.google.com/analytics/answer/10089681?hl=en) compared to Universal Analytics (UA)? Well, you are not alone, you little Socrates. There are three fundamental changes that will help show how data will be measured/looked at.** Sessions: Sessions are getting tracked a bit differently in the new world of GA4. For both UA and GA4 when a page is viewed = new session. Historically, with UA when you keep a tab open and walk away to make a coffee, get distracted and unload your dishwasher, pat your cat and come back after 30mins = new session. You close your browser and open another = new session. The source of session changes, by a purchasing funnel sending you to an external secure pay site (website cart > paypal > website purchase confirmation) and then coming back = a new session. On a late-night purchasing spree? And jump online at 11.59 pm, and shop until 12.20 am - that crosses a day and will ping…you guessed it = a new session. This no longer happens, it won't restart your session. What does this mean for your data? You should expect a drop in sessions when changing over (just note that this should be at most 5-10 % if it is more, then maybe jump in and review performance). Bounce Rate: Bounce rate is also getting a shake-up. Historically, it's been a bit loose. If a user lands on a webpage - fires a session, doesn't interact and leaves? That is considered a bounce. GA4 looks at this a bit differently. They set down some ground rules; - 1-page session and, - Session time is less than 10sec and, - they did not convert and, - did not scroll to the bottom of the page (90% or less). = bounce What does this mean for your data? Simple: you should see your bounce rate go down. Attribution Modelling: UA has a last-click non-direct as the main attribution. This gives 100% of the credit goes to the last channel - a bit of a Natural Born Killers film situation, Oliver Stone gets the credit for Quentin Tarontino's hustle. Potato, potahto. (Trumpets) enters data-driven as the new default with GA4. This spreads the credit. These amounts vary depending on time delay, etc. In summation: GA4 is going to be a big change up for marketers/businesses, this is especially so for those who are currently only using UA and have not jumped in and played around in GA4. But there are some improvements, what we have gone through above, along with free BigQuery exports, custom reports, better conversion pathway visualisations, etc., and things will continue to be improved. Take your time to get amongst it - don't get left in the dust. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [TikTok Continues Their Rise In 2022 Earlier this year we posted about TikTok advertising on the increase for 2022, and the results in so far have definitely cemented that fact. In April it](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) [Google Data Studio: What Is It & How Does It Help With Reporting? Even with little experience, GDS is very easy to get to grips with. The power behind the visual tools that it offers, will blow your mind; like it did](https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting) [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP! Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about#blogposting", "url": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about" }, "headline": "From UA to GA4: Important Changes You Should Know About", "description": "GA4 is going to be a big change up for marketers/businesses, but there are some improvements. Take your time to get amongst it - don't get left in the dust.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/GA4.png" ], "datePublished": "2023-04-20T11:07:00.000Z", "dateModified": "2023-04-20T11:07:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "GA4" ], "articleSection": [ "Insights", "Google Analytics", "GA4" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "From UA to GA4: Important Changes You Should Know About", "item": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage Markdown URL: https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage/index.md --- title: "Clean Digital Named Global Agency Awards Finalist" description: "Clean Digital was named a 2026 Global Agency Awards finalist for its AI advertising work with Arden University." canonical: "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/global-agency-award-blog.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Global Agency Award Finalists: Clean Digital Recognised on Global Stage We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh, [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 16 April 2026 4 minute read  ## To paraphrase the late American anthropologist, Margaret Mead: never underestimate the power of a small group of committed people. We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh, but we’re also a team of dynamic, innovative, thought leaders with ambitious goals, genuine passion, and an impressive portfolio of challenger brands, both nationally and internationally.  This recognition is evidence that technical innovation isn't reserved for Silicon Valley giants or network agencies with massive headcounts. It proves that with the right expertise and a culture of curiosity, a small team can engineer solutions that stand out on a global scale. We were finalists in the “Best Use of AI in a Client Campaign” category for our work with [Arden University](https://arden.ac.uk/). Our relationship with Arden University spans nearly a decade, a partnership that is really important to us. Arden is an incredibly forward-thinking partner that has consistently empowered us to push the boundaries of what’s possible. This nomination wasn't just a celebration of our team’s innovation, but also of our longstanding partnership with Arden University. ### The Challenge: Scaling Without Losing Relevancy [Arden’s account is complex](https://cleandigital.co.uk/case-studies/arden-university). Managing 285 active campaigns across diverse international markets created a massive operational bottleneck: relevancy. To meet 2025 intake targets, we faced three core hurdles: - ****Broad Match Irrelevance:**** Broad Match can be a double-edged sword; it often matched specific course keywords to irrelevant, high-funnel terms like "university jobs" instead of "university degrees". - ****Operational Strain:**** Our Specialists were spending over **20 hours per week** manually policing thousands of search queries. - **Scalability:** We needed a way to scale volume through AI Max without losing control of the budget or quality. ### The Solution: A Bespoke "Intent-Engine" The solution came from the sheer brilliance of our Head of Data & Analytics, Aitor Larrañaga, who spearheaded the development of our proprietary Vector Classification Intent-Engine. Rather than relying on outdated scripts that only catch typos, Aitor’s engine uses LLM embeddings to understand the actual _meaning_ behind a search. By converting queries into mathematical vectors, the system recognises that 'tertiary education' and 'degree' are synonymous, despite sharing no common letters. This wasn’t just about adopting a third-party tool; it was about engineering a bespoke backend solution from our office in Leith. By implementing a 'Confidence Score' and hybrid search guardrails, we successfully automated the 'mental exhaustion' of query analysis. This innovation hasn't just improved performance; it has reclaimed vital time for our specialists to reinvest back into high-level strategy and creative optimisation. ### What This Honour Means to Clean Digital Being shortlisted for a Global Agency Award remains a monumental moment for everyone at Clean Digital. In an industry where "AI" is often just a buzzword for generative copy or imagery, this nomination validated our commitment to solving deep structural problems with technical architecture. _"Seeing our work alongside the world's biggest agencies is a real 'pinch-me' moment,"_ says Rory Young, CEO. _"It’s a testament to our 'small but mighty' philosophy. We don't just want to follow industry trends; we want to build the tools that set them. Reclaiming 20 hours of manual work a week for our account managers hasn't just improved performance - it’s improved our team's quality of life, allowing them to focus on high-level strategy and creative optimisation."_ For us, this award entry represents the perfect coupling of human intuition and machine precision. It proves that a small agency in Edinburgh can compete on the world stage by staying agile, staying curious, and never being afraid to build something from scratch. We are incredibly grateful to our partners at Arden University for trusting us to innovate on such a significant scale. Whilst we didn't win the trophy, being named a finalist at the Global Agency Awards is a win for the Edinburgh tech scene and for small agencies everywhere who are punching well above their weight. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! Or you can [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304). ## Frequently asked questions What was the specific innovation that led to the Global Agency Awards shortlisting? We were recognised for our proprietary "Vector Classification Intent-Engine." Developed by our Head of Data & Analytics, Aitor Larrañaga, this tool uses LLM embeddings to understand the semantic meaning of search queries. Unlike traditional scripts, it can recognise that terms like "tertiary education" and "degree" are synonymous, allowing us to scale volume for Arden University while maintaining strict relevancy and budget control. How does this AI innovation benefit the team at Clean Digital? The primary benefit is the reclamation of time. By automating the "mental exhaustion" of manual query policing, the system saved our specialists approximately 20 hours of manual work per week. This allowed the team to move away from repetitive tasks and reallocate their expertise toward high-level strategy, creative optimisation, and driving better performance for our clients. Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Clean Digital Achieves Google Premier Partner Status Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026 While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage#blogposting", "url": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage" }, "headline": "Global Agency Award Finalists: Clean Digital Recognised on Global Stage", "description": "Clean Digital was named a 2026 Global Agency Awards finalist for its AI advertising work with Arden University.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/global-agency-award-blog.png" ], "datePublished": "2026-04-16T11:16:00.000Z", "dateModified": "2026-04-16T11:16:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Global Agency Award", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Announcements", "News", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Global Agency Award Finalists: Clean Digital Recognised on Global Stage", "item": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage#faq", "mainEntity": [ { "@type": "Question", "name": "What was the specific innovation that led to the Global Agency Awards shortlisting?", "acceptedAnswer": { "@type": "Answer", "text": "We were recognised for our proprietary "Vector Classification Intent-Engine." Developed by our Head of Data & Analytics, Aitor Larrañaga, this tool uses LLM embeddings to understand the semantic meaning of search queries. Unlike traditional scripts, it can recognise that terms like "tertiary education" and "degree" are synonymous, allowing us to scale volume for Arden University while maintaining strict relevancy and budget control.
" } }, { "@type": "Question", "name": "How does this AI innovation benefit the team at Clean Digital?", "acceptedAnswer": { "@type": "Answer", "text": "The primary benefit is the reclamation of time. By automating the "mental exhaustion" of manual query policing, the system saved our specialists approximately 20 hours of manual work per week. This allowed the team to move away from repetitive tasks and reallocate their expertise toward high-level strategy, creative optimisation, and driving better performance for our clients.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences Markdown URL: https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences/index.md --- title: "What Are Affinity Audiences? - Google Ads Targeting" description: "Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies." canonical: "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/UTM_Tracking.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google Ads Targeting: What Are Affinity Audiences? Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies based on a [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 7 April 2021 5 minute read  ## Listen to this article Your browser does not support audio playback. Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies based on a series of online signals. Advertisers can utilise these audience-groups to target and understand the performance of their products or services online. Google currently offers more than one-hundred audience groups under the umbrella of Affinity Audiences. As these are based on online behavioural indicators, they can prove to be a very useful tool for marketers to use in order to better segment their audiences and even potentially tailor audience-specific approaches, based on a more granular understanding of what kinds of audiences are interacting or converting in response to online advertising activity. Some examples of Affinity Audiences are: - Business Travellers - Foodies - Cycling Enthusiasts - Value Shoppers One example of how you could use these audiences is that say you were advertising for a luxury fashion brand, you may choose to break-out product offerings into different campaigns depending on what you think will work for each audience. You could tailor one campaign or ad group to target solely Value Shoppers with lower ticket items, or items that are on sale. You could then build another that targets Business Travellers with products that are aimed at those with higher purchasing power/travel-focussed products. Another way that this can be done is not by limiting the reach of your campaigns by isolating specific audience groups, but using the Affinity Audiences as observation audiences, as I will touch on below. ## Adding Affinity Audiences Affinity Audiences can be added within the ‘Audiences’ tab of Google Ads. Start by clicking the blue pencil icon. Something to be mindful of when adding audiences is that they can be used in different ways, as either ‘Observation’, or ‘Targeting’ Audiences: - Observation Audience: Doesn’t narrow the reach of your campaigns/ad groups, but gives you the option to adjust bids up or down across selected audiences dependent on performance. - Targeting Audience: Narrows the reach of your campaigns/ad groups to only the specific audiences that you select, although you retain the option of adjust audience specific bids. Most of the time Observation is the recommended option, as it doesn’t limit the reach of your ads and allows them to appear for potentially valuable audiences that you may not yet have defined. However, if you are working on a limited budget and you have a detailed understanding of exactly the types of customers that you would like to target/you want to trial a defined targeting approach, then you can choose to run with Targeting Audiences. One thing to consider is that you should regularly check-in for recommendations from Google related to potential additional Affinity Audiences that could work well for your campaigns/ad groups. There will undoubtedly be audiences that you may not have thought to add initially, and widen your audience reporting potential. This can be done by accessing the Audiences tab in Google Ads, and by filtering by ‘recent’, or ‘ideas’ as shown here. ## Monitoring & Adjusting Whilst there is always the option to ‘set & forget’ once you have added audiences across your account, it is always recommended to check-in on performance and amend your bids based on how each audience is performing. This can be done in a number or ways through Google Ads, although I find that the easiest way to visualise this is through the Reports tab on the top right of the Google Ads interface. Clicking here gives you various options, and Audience reporting is accessed by following Predefined Reports -> Basic -> Audience Reports, which will open a basic reporting template focusing on audience performance. A useful metric/dimension to add is ‘Audience Type’ as this will allow you to filter by audience types, and hone in on Affinity Audiences specifically. You can then analyse any number of metrics here, such as Cost / Conversion, Spend by Audience, Click-Through Rates etc., depending on what your key metrics are. Should your analysis of these audience reports lead you to identify any audiences that are over or under performing, you can use this information to implement negative or positive bid adjustments at audience-level. Say I noticed that I was getting a lot of traffic from ‘Outdoor Enthusiasts’ and not seeing any conversion-related behaviours, I could implement a negative bid adjustment to tell Google to bid down on those within this specific audience. Or vice versa, apply a positive adjustment if I want to increase my bids when a user within this group is searching for products that I offer. ## To Sum Up... The option of widening your observed audiences by including Affinity Audiences allows for more detailed reporting and control across the types of users that are interacting with your brand or buying your products online. Or Affinity Audiences allow you to reach only a very-defined set of users, should you decide to use these as targeting audiences. Affinity Audiences give businesses the ability to better optimise their targeting approach across Google Ads and more effectively define and understand their audiences and whether they are more likely to be interested in your brand. This can give you added control of ensuring that you are driving more highly engaged traffic through to your site to add further efficiency to your marketing spend, and that can only be a good thing! Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [Store GCLIDs In A Google Sheets Document With GTM Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) [The Importance of Brand Awareness Many businesses that we speak to say that they want to grow their businesses online, which is a great idea in today’s climate where consumers are](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) [A Beginner's Guide To Remarketing For Display Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences#blogposting", "url": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences" }, "headline": "Google Ads Targeting: What Are Affinity Audiences?", "description": "Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/UTM_Tracking.png" ], "datePublished": "2021-04-07T11:00:00.000Z", "dateModified": "2021-04-07T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "affinity audiences" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google Ads Targeting: What Are Affinity Audiences?", "item": "https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting Markdown URL: https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting/index.md --- title: "Google Data Studio: What Is It & How Does It Help With Reporting?" description: "Google Data Studio is a reporting platform that allows (visually boring) numerical data to be presented in a more elaborate and aesthetically pleasing way." canonical: "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Website_-_DALL-E_Images__1_.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google Data Studio: What Is It & How Does It Help With Reporting? Even with little experience, GDS is very easy to get to grips with. The power behind the visual tools that it offers, will blow your mind; like it did [Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) 19 October 2022 3 minute read  ## Listen to this article Your browser does not support audio playback. ## **[Google Data Studio (GDS)](https://datastudio.google.com/), what is it and how does it help with reporting to our clientele? GDS is a reporting platform that allows (visually boring) numerical data to be presented in a more elaborate and aesthetically pleasing way. When reporting to our clients via this visually enhanced data tool, it gives clients visual confirmation of success, areas to improve, and an overall view of performance.** Even with little experience, GDS is very easy to get to grips with. The power behind the visual tools that it offers, will blow your mind; like it did mine. Given the opportunity to enhance your reporting presentations or whether the report is primarily for clientele use – GDS should be the go-to platform. Backing up to when I first started using GDS, in my eyes it was a minefield. However, through careful but experimental trial and error – I was soon able to create reports and collate the relevant data for clients. For the PPC industry, I can’t stress enough the endless benefits of implementing GDS into your daily/weekly/monthly reporting duties. _Below is a report that is presenting Week over Week Performance data._ _Google Data Studio Report – Overview_ This report is quick and easy to view, appealing to look at and it’s understandable – even at first glance! That being said, small details can make the biggest difference – looking at the top row of data, which is last week being compared to the week before, we can see that the data is indicating performance last week is slower than that of the prior week. This portrays that there’s a reason as to why performance is down last week – and it’s our job to find out why; where has this performance drop occurred? How can we fix it / improve that area of slower performance? Additionally, clients can view and operate these reports with the Date Range Slider (Top Right), to meet their own specific data requirements. A specific date range can be selected, whether it’s a custom range or a pre-selected range (Month-to-date, Last Month, Last 7/14 Days). This allows control over the report to make it client specific. This is an invaluable service to clients and a unique selling point for potential future clientele. _Date Range Slider – Open View_ As seen in the image above, a full spectrum of date ranges can be selected in this view. The new date range selected, it will automatically be applied throughout the sheet – to every table, graph, or number box; with comparison dates also needing selected. This blog has highlighted the importance of [Google’s](https://www.google.com/) Data Studio and the power behind the platform when used efficiently. Personally, since working with GDS, my knowledge, insights, and hindsight of visual data have all seen exponential growth – in turn, adding extreme value to clients’ requirements. Satisfying clients and keep them happy is a PPC Agency’s number one core value – that and producing ‘fabulous looking’ Google Data Studio Reports. Is this a sign to try out your GDS report? Give it a go… Article author ## Jack Campbell Contributor [More articles by Jack Campbell](https://cleandigital.co.uk/blog/authors/jack-campbell) ## Share this article ## Related articles [TikTok Continues Their Rise In 2022 Earlier this year we posted about TikTok advertising on the increase for 2022, and the results in so far have definitely cemented that fact. In April it](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) [Advertising On Alternative Search Engines Other Than Google & Bing In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) [From UA to GA4: Important Changes You Should Know About Have you been wondering what is changing with Google Analytics 4 (GA4) compared to Universal Analytics (UA)? Well, you are not alone, you little Socrates.](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting#blogposting", "url": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting" }, "headline": "Google Data Studio: What Is It & How Does It Help With Reporting?", "description": "Google Data Studio is a reporting platform that allows (visually boring) numerical data to be presented in a more elaborate and aesthetically pleasing way.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Website_-_DALL-E_Images__1_.png" ], "datePublished": "2022-10-19T11:00:00.000Z", "dateModified": "2022-10-19T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Jack Campbell", "url": "https://cleandigital.co.uk/blog/authors/jack-campbell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/jack_final.webp", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Data Studio" ], "articleSection": [ "Insights", "Google Data Studio" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google Data Studio: What Is It & How Does It Help With Reporting?", "item": "https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it Markdown URL: https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it/index.md --- title: "Google’s Display Network (GDN) – Why Should You Use It?" description: "Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites & apps as well as properties that belong to Google such as YouTube" canonical: "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Display_Network_GDN.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google’s Display Network (GDN) – Why Should You Use It? What is GDN? Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites and apps as well as properties that belong [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) 25 July 2023 7 minute read  ## Listen to this article Your browser does not support audio playback. **What is GDN?** Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites and apps as well as properties that belong to Google such as YouTube and Gmail. According to Google, their Display Network can reach over 90% of internet users worldwide. This accounts for more than a trillion impressions served to over a billion users each month. Although there is the argument that GDN results are not as high quality as other campaigns, primarily Search and Shopping, it remains a powerful tool which can help advertisers both from an awareness perspective, as well as helping work towards objectives such as Lead generation and Sales. **How can we use GDN campaigns?** Although today’s blog will be focusing on Prospecting GDN campaigns, I will outline a few other examples of GDN goals below. There are different goals we can use GDN ads for such as: **_1._** **_Prospecting_** - Advertising to new users who may be familiar with products like those we are advertising but lack brand awareness. **_2._** **_Remarketing_** - Users who may have interacted with our business before by visiting the website in the past. - Can target generic website visitors or users who have taken some kind of action on the website such as purchasing, subscribing by email, abandoning the cart, or having submitted a form amongst others. **_3._** **_Competitor Activity_** - Another goal here would be to target our competitors. - We can target users by the websites they have visited and, in this case, we can include different competitor sites and ask Google to target users who are similar to those visitors. - Then we can incorporate some copy and ads to highlight our clients’ products, services and USPs to show why they are better than the competitors to entice the users to buy from our client instead. **Prospecting GDN campaigns and possible placements to use** Today’s blog will be focusing on the Prospecting side of GDN campaigns and the different placements we can use to target our desired audience. One of the key areas of GDN campaigns to help us run successful campaigns is the targeting used to reach desired users. We can target users by placements such as Websites browsed, YouTube channels, YouTube Videos, Apps or App Categories. For instance, we were running ads for a store which focuses on Golf products such as clubs, golf balls, clothing as well as other golf equipment we could target via the below placements. Over 322 Golf related websites, over a thousand YouTube Channels and YouTube Videos as well as 415 Apps. The potential pool of relevant users that can be shown our ads here is very promising to say the least. Below, we have some examples of placements along with some screenshots of how they may look in those placements. **Websites** As a Golf store we can target highly relevant websites which are tailored to information about golf as a sport and different type of equipment. Some examples are: [https://www.nationalclubgolfer.com/](https://www.nationalclubgolfer.com/) which currently has an estimated of 4m impressions, [https://golfguidebook.com/](https://golfguidebook.com/) with an estimated of 300k impressions and [https://www.golfertroop.com/](https://www.golfertroop.com/) with an estimated 500k impressions. The screenshot below is from the golfertroop.com website and it shows 3 different types of GDN ads that are shown while users interested in Golf are browsing their site. Imagine if we, as an advertiser, would show ads in here for this Golf Store client. By targeting this placement, we would put a lot of relevant ads in front of users who are very interested in this topic and have a higher potential to either click on our ads and proceed to purchase something or just see our ad with our brand name on it multiple times which can then help us from an awareness perspective. That means that in the future, when this user needs to buy a new golf club or other golf equipment, they will have seen our ads multiple times, increasing the likelihood that they remember our client’s name. They will then search for what he needs on Google’s search engines and will either visit our client’s site via one of our paid ads or via another channel such as Direct or Organic. **YouTube Channels & YouTube Videos** Similarly, we can target channels such as _Rock Shiels Golf_ which has 2.49m subscribers or _Good Good_ which is another golfing channel with 1m subscribers. Additionally, there is the option of targeting videos such as “Tiger Woods’ Best Shots Of The Decade” which has received 1.41m views or “Golfing with a Walmart Starter Set Of Clubs” which has 774k views. These are some very relevant placements which our Golf Store client would be very interested in! Please see below for an example of a potential ad space in YouTube videos or channels. Once again, showing the users interested in Golf our brand and informing them about any potential offers, we create opportunities to drive them to the site or make them more aware of the brand which can result in long term growth. **Apps** Similarly, we can also target very relevant ads such golf gaming apps or Golf GPS which would be used by users which are more inclined to play golf outdoors and may be interested in purchasing equipment from our client. Please see below a couple of examples of apps we can target. **Conclusion** GDN campaigns, although they do provide traffic of “lower quality users” as the ads served are more intrusive in a way where users are not actively seeking the products like they do on Search ads, they can still provide a lot of value due to the sheer volume of users they allow us to reach. In this blog we mentioned the importance of GDN ads to aid your prospecting activity and how they can help to entice new users who are familiar with products like the ones we have on offer. The key here is selecting the right placements that we want to target so that we can put our ads in front of the right eyes. This will lead to benefits such as sales/leads, and more long term benefits such as Band Awareness where users will remember of our clients brand and will then seek their site via other channels such as Direct, Organic, or even our Paid Search ads. If that user has been to our site before, they may already be served ads via GDN remarketing campaigns which will be focusing on past website visitors. Having remarketing in place would allow us to fill in the funnel and get previously engaged users to interact with us again and with their intent to buy being higher (they are revisiting our site), they may proceed to purchase more frequently at this stage. Therefore, if you are not using GDN ads, we would strongly advice that you do as there are some immediate and hidden benefits that can help your company and clients grow by filling the user funnel to a website, both from an awareness perspective, but also through remarketing activity. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Emma Fairley Contributor Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about [Google Display](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), [alternative search engines](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) and voice search, and contributes platform news to Weekly Insights. [More articles by Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) ## Plan display beyond the GDN The Google Display Network is one buying route. Programmatic opens the same inventory plus native, video, audio and Connected TV with tighter brand safety control. [Programmatic advertising agency Display, native, video and CTV planned and measured properly.](https://cleandigital.co.uk/programmatic) [GDN placement directory Browse real Google Display Network placements before you spend.](https://cleandigital.co.uk/tools/gdn-placement-directory) ## Share this article ## Related articles [Account Level Negative Keywords: One List To Rule Them All Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP! Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) [Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it#blogposting", "url": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it" }, "headline": "Google’s Display Network (GDN) – Why Should You Use It?", "description": "Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites & apps as well as properties that belong to Google such as YouTube", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Google_Display_Network_GDN.png" ], "datePublished": "2023-07-25T08:00:00.000Z", "dateModified": "2023-07-25T08:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png", "jobTitle": "Contributor", "description": "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about Google Display, alternative search engines and voice search, and contributes platform news to Weekly Insights." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Display Network" ], "articleSection": [ "Google Ads", "Google Display Network" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google’s Display Network (GDN) – Why Should You Use It?", "item": "https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business Markdown URL: https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business/index.md --- title: "Google Shopping Vehicle Listings for Automotive Ads" description: "Learn how Google Vehicle Listings use Shopping feeds and Performance Max to improve vehicle ad visibility for automotive businesses." canonical: "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-shopping-vehicle-listings.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google Shopping Vehicle Listings: Rev Up Your Automotive Business Google is changing quickly. After some years of closed betas, Google's Vehicle Listings on Google Shopping are finally here for all advertisers. By [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 12 February 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. **Google is changing quickly. After some years of closed betas, [Google's Vehicle Listings](https://developers.google.com/vehicle-listings) on Google Shopping are finally here for all advertisers. By leveraging** [**Performance Max campaigns**](https://ads.google.com/intl/en_uk/home/campaigns/performance-max/?subid=gb-en-ha-aw-bk-c-dvc!o3~CjwKCAiAqrG9BhAVEiwAaPu5zmX7Ua11x3la_biBeUrBpdDPFVstps1xRFD7JozZh6aI5JD0HbfjExoCK4wQAvD_BwE~162680528153~kwd-1641520751683~19699786961~696984891039&utm_source=aw&utm_medium=ha&utm_campaign=gb-en-ha-aw-bk-c-dvc!o3~CjwKCAiAqrG9BhAVEiwAaPu5zmX7Ua11x3la_biBeUrBpdDPFVstps1xRFD7JozZh6aI5JD0HbfjExoCK4wQAvD_BwE~162680528153~kwd-1641520751683~19699786961~696984891039&gad_source=1&gclid=CjwKCAiAqrG9BhAVEiwAaPu5zmX7Ua11x3la_biBeUrBpdDPFVstps1xRFD7JozZh6aI5JD0HbfjExoCK4wQAvD_BwE&gclsrc=aw.ds#) **, businesses can now effectively manage and optimise their vehicle listings to maximise visibility (see below Google Shopping Listing example) and drive sales. We could not wait longer so here is how we got started and the results achieved so far.** _Psst! if you are looking to buy a new or used vehicle, check out [Eastern Western’s extensive offers](https://www.easternwestern.co.uk/) across a range of manufacturers._ **What are Vehicle Listings?** Vehicle Listings is a feature designed for car retailers to promote their inventory through Google's expansive shopping network. This allows potential buyers to see detailed information about vehicles, such as make, model, price, and even dealership information, all in one place. Just as product ads do! The convenience of having all this information accessible enhances the customer's ability to make informed decisions and compare prices in a glimpse, ultimately increasing the likelihood of a purchase. **The Benefits** - **Increased Visibility** - Your vehicles can appear across various Google platforms, including Search, Maps, YouTube, and the Display Network, significantly broadening your reach. - Targeted Audience - With Performance Max, you can fine-tune your advertising efforts to target specific demographics, ensuring your ads reach the most relevant audiences. - Enhanced Customer Experience - Customers benefit from a unified shopping experience, with the ability to view a comprehensive selection of your stock and details, streamlining their decision-making process. **Setting Up Your Vehicle Listings** **1. Create a Merchant Centre Account** If you haven't already, you'll need to create an account with [Google Merchant Centre](https://www.google.com/intl/en_uk/retail/). This will be the hub where you manage your vehicle data feed. Through the Merchant Centre, you can upload your inventory and ensure all data is accurate and up-to-date. **2. Prepare Your Vehicle Data Feed** The next step involves [creating a detailed data feed of your inventory](https://support.google.com/merchants/answer/11192663?hl=en&ref_topic=15345558&sjid=9604099307878573878-EU). This includes essential information like vehicle IDs, titles, descriptions, prices, and availability. Google's [onboarding guide](https://developers.google.com/vehicle-listings/onboarding-guide) provides specific requirements and advice on how to format your feed correctly. Here is a [template feed](https://docs.google.com/spreadsheets/d/1edS4gD4N2UV1eCKQDS-cUmaQsVQZ1BLhgn7O3FUyjrg/edit?usp=sharing) which you can copy and use at your disposal. Ensure that this feed is automatically updated so that it reflects accurate stock availability. **3. Integrate with Performance Max** Google has made PMAX the only campaign type compatible with Vehicle ads. There is nothing to do as a workaround, so please be mindful of the potential and limitations that PMAX offers. Think about a good structure and creatives. Below are some steps you can follow:   **4. Monitor and Optimise** Once your vehicle listings are live, it's crucial to monitor their performance regularly. Keep an eye on metrics such as clicks, impressions, and conversions. Use this data to make informed adjustments to your listings, such as altering descriptions for clarity or updating pricing to remain competitive. We have found out that a good conversion tracking framework is key for success since there are lots of valuable secondary conversions to consider when people are looking for cars. **Results** We have substantially increased exposure for users actively searching for new or used vehicles. The enhanced visibility this format offers, combined with users’ familiarity with Google, makes it an excellent medium for advertising. In our short journey into vehicle ads, we have achieved an 80% reduction in CPA and reached users we previously couldn't due to high competition on the SERP. **In Summary** Google's Vehicle Listings on Google Shopping are now available for all advertisers, enabling businesses to optimise vehicle ads and increase visibility using Performance Max campaigns. Early results show a significant 80% reduction in CPA and improved reach in competitive spaces. Overall, this offers an excellent opportunity for advertisers in the automotive sector. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [Bidding Towards New Customer Acquisition Leveraging Google's New Customer Acquisition Setting for E-commerce Success In the shifting landscape of digital marketing, Google continues to innovate](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) [Breaking into Digital Marketing: Why Paid Ads is a Smart First Step If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) [Choosing a Google Ads Agency in 2025 Most businesses know they should be using Google Ads. Far fewer know if they're truly getting a positive return. Choosing the right Google](https://cleandigital.co.uk/blog/choose-google-ads-agency) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business#blogposting", "url": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business" }, "headline": "Google Shopping Vehicle Listings: Rev Up Your Automotive Business", "description": "Learn how Google Vehicle Listings use Shopping feeds and Performance Max to improve vehicle ad visibility for automotive businesses.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-shopping-vehicle-listings.png" ], "datePublished": "2025-02-12T13:32:00.000Z", "dateModified": "2025-02-12T13:32:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Vehicle Listings" ], "articleSection": [ "Features", "Tips", "Insights", "Google Ads", "Google Shopping" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google Shopping Vehicle Listings: Rev Up Your Automotive Business", "item": "https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it Markdown URL: https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it/index.md --- title: "Google Tag Manager: What Is It And Why Should We Be Using It?" description: "Google has developed Tag Manager to make tracking easier and faster, with multi-platform support. Completely free of charge!" canonical: "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google_tag_manager.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google Tag Manager: What Is It And Why Should We Be Using It? It's essential to measure our users’ behaviour: Where do they click? What are they interested in? How do they interact with the content? The most [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 3 January 2019 3 minute read  ## Listen to this article Your browser does not support audio playback. It's essential to measure our users’ behaviour: Where do they click? What are they interested in? How do they interact with the content? The most popular choice for advertisers has been Google Analytics, as we can set up events and measure the actions that could potentially lead to a conversion. However, tagging every button or action will take a lot of time and effort. Google has developed [Tag Manager](https://tagmanager.google.com/) to make tracking easier and faster, with multi-platform support. Completely free of charge! ## Don't rely on web developers With Google Tag Manager (GTM), everyone can set up conversions, remarketing tags and even analytics tracking without changing the website code. As a result, we rely a lot less on the web development team and we have more flexibility when deciding which events or actions we track. This is useful when there are lots of changes on the website or there are lots of elements to track (PDF downloads, bookings etc). ## Manage everything through a single platform Facebook Ads, Twitter, LinkedIn…every platform has developed it's own particular tracking solution. As a result, it's highly recommended to implement all of them on our webpage in order to have as much insight as possible. With Tag Manager, we can use a single piece of code to launch them all. ## But… how does it work? Google Tag Manager is based on three essential components to make everything work: - _Tag:_ A piece of code that will allow us to track and measure user activity. By default, GTM includes several pre-set tags: Google Analytics, Ads, Hotjar, Bing, Twitter or LinkedIn being the most popular. However, if a particular platform is not natively supported (Facebook for instance), we can create a custom tag to deploy it. The process is as simple as creating an HTML Custom Tag, forget about limitations. - _Triggers_: A set of rules that will cause the tag to fire. For example, a trigger can be something that will cause the tag to fire in “Every Page” (useful for Analytics), or only when an event happens: a transaction, a click on a certain button, time, a video reproduction, scrolling down to the bottom of the page…are just some of the options. - _Variables_: Dynamic or static values that can be used in triggers and tags. An example of a dynamic variable is a transaction value (as it will change in the event of every purchase), a constant variable is the Analytics tracking ID (which always remains the same). This is how we can reference a constant variable (the Analytics UA) in a tag. Let’s put this in practice This is what a trigger looks like. We have created this example trigger to count a click in a 404 page as an event. In this case, the trigger is called “Click Trigger”, the _variable_ is a click class that equals “error-btn button”, and for the moment is only used by a single _Tag_ called “404returnEvent” _._ By using this, we track how many people decide to go back to the homepage after a “page not found” error. Another useful feature that GTM offers us is the “preview mode”. By using this preview mode, we can double check whether the tag triggers correctly or not in real time. If you've not tried GTM, now is the time to test it out. It's a great time saver, and as marketers lets us focus on what we do best, without bombarding our web development friends with emails! Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Fix the tracking behind your PPC Google Tag Manager is only useful when the conversion data behind it is accurate. We audit and rebuild PPC conversion tracking so Smart Bidding and reporting run on numbers you can trust. [PPC conversion tracking Conversion actions, enhanced conversions, offline imports and GA4.](https://cleandigital.co.uk/conversion-tracking) [Data and analytics services Measurement, reporting and attribution for paid media.](https://cleandigital.co.uk/data-and-analytics) ## Share this article ## Related articles [Tracking Drift Chat Interactions With Google Tag Manager As we saw in our previous article, Google Tag Manager is a powerful tool that allows us to track all sorts of events on our website. It also means we](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager) [PPC Best Practice: Tracking Forms Without The "Thank You" Page We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) [Store GCLIDs In A Google Sheets Document With GTM Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it#blogposting", "url": "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it" }, "headline": "Google Tag Manager: What Is It And Why Should We Be Using It?", "description": "Google has developed Tag Manager to make tracking easier and faster, with multi-platform support. Completely free of charge!", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google_tag_manager.png" ], "datePublished": "2019-01-03T12:00:00.000Z", "dateModified": "2019-01-03T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "google tag manager" ], "articleSection": [ "Google Tag Manager" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google Tag Manager: What Is It And Why Should We Be Using It?", "item": "https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/googles-new-demographic-options Markdown URL: https://cleandigital.co.uk/blog/googles-new-demographic-options/index.md --- title: "Google's New Demographic Options" description: "Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the demographics for ads." canonical: "https://cleandigital.co.uk/blog/googles-new-demographic-options" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/demographic.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 19 December 2018 2 minute read  ## Listen to this article Your browser does not support audio playback. Google have added more layers to their [demographic targeting options.](https://support.google.com/google-ads/answer/2580383?hl=en-GB) Advertisers can now access even more detail when selecting the characteristics of a potential customer. Previously targeting was limited to age, gender and location. Advertisers are now able to be more granular in the factors that are taken into consideration. The new categories that are available are as follows: - Marital Status: Single / In a relationship / Married - Home Ownership: Owner / Renter - Education Level: High school / Bachelor's - Parental Status: Infants/Toddlers/Preschool/Grade school/Teenagers Expanding these demographic targeting options allows advertisers to further refine their audience, thus reducing wastage and creating a more efficient and cost effective campaign, reflected in better CPCs. As well as these specific categories, you can also select the 'unknown' category. This refers to people who have not disclosed their information when it comes to these new demographic options. This category is selected by default in order to widen your reach. Excluding it will narrow your audience, which can avoid wasted and irrelevant impressions but also prevent potential customers from seeing your ad too. The below screen grab gives a good illustration of how the new targeting looks on the interface. ## Example Scenarios There are a couple of examples where this more in depth demographic targeting would come in useful: - Companies offering landlord insurance would now be able to exclude renters as a demographic in order to reduce clicks from irrelevant audience sectors. - Universities looking to build an audience for masters programmes would also benefit from this new level of targeting as they can specify that they are looking for people who already have degrees. This will remove potential wastage that may occur from showing ads to people who are looking to apply for undergraduate degrees instead. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [The Hidden Potential Of Time-Based Optimisation TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) [Search Ads Above Or Below The Organic Results - Does It Matter? TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings.](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) [Using Click Share To Spot Performance Outliers In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/googles-new-demographic-options#blogposting", "url": "https://cleandigital.co.uk/blog/googles-new-demographic-options", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/googles-new-demographic-options" }, "headline": "Google's New Demographic Options", "description": "Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the demographics for ads.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/demographic.png" ], "datePublished": "2018-12-19T12:00:00.000Z", "dateModified": "2018-12-19T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "demographic" ], "articleSection": [ "Features", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/googles-new-demographic-options#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Google's New Demographic Options", "item": "https://cleandigital.co.uk/blog/googles-new-demographic-options" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact Markdown URL: https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact/index.md --- title: "How PPC Can Help Measure Your Offline Advertising Impact" description: "PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels." canonical: "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/offline_advertising.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # How PPC Can Help Measure Your Offline Advertising Impact TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels. [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 25 July 2018 2 minute read  ## Listen to this article Your browser does not support audio playback. TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels. You can use data from your PPC campaigns to identify value from marketing activity that is typically harder to track. Including: - TV Ads - Radio Ads - PR Releases - Print Advertising - Other “Burst” Online Marketing activity - YouTube video/Facebook/Twitter etc ## Brand Search Spikes - For TV advertising, you can compare your brand search volume during the times the TV ad was shown. A detailed ad placement report is required here. - In your Brand Exact AdWords campaign, pull a "By Hour & Day" report and layer on when your TV ads were scheduled. - TV spots 1, 4 and 6 proved most effective using the example above. We can dive deeper into the data, for even more valuable insights: - Which TV Channels performed best? - Are there any TV programmes that consistently lead to Brand uplifts? - Do TV ad runs at certain times of the day lead to larger search uplifts than others? - By feeding back on the above info, planning your brand's next TV campaign will be a lot more informed. ## Demographic Deep Dive - Use demographic data within AdWords/Analytics to monitor if there has been a change in the type of users that are searching before/after the other advertising activity. - It has encouraged more male users to the site, as well as a younger demographic. This can be used to highlight creative/placement improvements to better resonate with your brand's intended audience. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [How To Advertise On Facebook Internationally TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) [Compound Bidding: Looking Beyond Performance Data One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids](https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data) [Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the](https://cleandigital.co.uk/blog/googles-new-demographic-options) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact#blogposting", "url": "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact" }, "headline": "How PPC Can Help Measure Your Offline Advertising Impact", "description": "PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/offline_advertising.png" ], "datePublished": "2018-07-25T11:00:00.000Z", "dateModified": "2018-07-25T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "offline advertising" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "How PPC Can Help Measure Your Offline Advertising Impact", "item": "https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally Markdown URL: https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally/index.md --- title: "International advertising on Facebook" description: "See our guide on international advertising on Facebook. You may need to do more than duplicate your campaigns, here are some other considerations." canonical: "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/international_advertising_on_facebook.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # How To Advertise On Facebook Internationally TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 25 July 2018 3 minute read  ## Listen to this article Your browser does not support audio playback. TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook internationally. Simply duplicating your existing campaigns and changing the location to the country you want to target is not the best idea. There is a number of considerations you should take into account when building out your Facebook ad campaigns to other countries in order to ensure you spend your budget effectively. ## Audience Considerations - Take care when replicating existing campaigns to target new countries as potential audience size can vary greatly in both directions based on the availability of the selected criteria in the new location. _TIP 1: Once you update the location check the potential reach is sufficient for the daily budget and duration of the campaign._ _TIP 2: If changes are required you can narrow the audience by adding new layers of criteria that the audience members should meet or adding exclusions._ Alternatively, you can expand the audience size by using the suggestions Facebook provides based on your existing criteria by picking the most relevant ones. ## Think Device - The adoption of different mobile devices varies greatly between countries _TIP 1: At the ad set creation stage, select the types of mobile devices you want to show ads on as shown below:_ _TIP 2: At the ad creation stage, make sure to review what the ad would look like not just in the different placements (e.g. News Feed, Right Column, Audience Network etc.), but also on the different devices by using the drop-down menu as shown below._ _TIP 3: When analysing historic data, use the Breakdown by “Impression Device” feature to keep track of the portion of the total impressions that the different mobile devices represent._ ## Learn from Competitors - Facebook have recently launched a new feature, which allows users to view all ads that a business page is currently running on Facebook. - This is an incredibly powerful tool when launching Facebook Ads campaigns in new markets, as advertisers can view their competitors content/tone of voice prior to launching. - The feature can be found by inserting "/ads/" after the business pages URL. Using Nike as an example: https://www.facebook.com/nike/ads/ - Advertisers can view the ads in different countries by toggling the Location drop-down ## Use Relevant Ads & Landing Pages - When launching campaigns in new countries, advertisers need to ensure that they are adapting their ads and landing pages to speak to the local users. - Accurate translation is key, nothing will put off users more than fragmented messaging in the ads & landing page. The messaging should be consistent between ads and landing page also. - Beyond translation, all imagery should be relevant to the users in the target countries. If Nike were to advertise new running shoes in Australia, an image of a runner next to the Sydney Opera House will resonate better than London Bridge. Help them understand your product in the context of their everyday lives. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [How PPC Can Help Measure Your Offline Advertising Impact TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels.](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) [Tracking Drift Chat Interactions With Google Tag Manager As we saw in our previous article, Google Tag Manager is a powerful tool that allows us to track all sorts of events on our website. It also means we](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager) [Clean Digital PPC Best Practice Series: Search Terms Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally#blogposting", "url": "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally" }, "headline": "How To Advertise On Facebook Internationally", "description": "See our guide on international advertising on Facebook. You may need to do more than duplicate your campaigns, here are some other considerations.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/international_advertising_on_facebook.png" ], "datePublished": "2018-07-25T11:00:00.000Z", "dateModified": "2018-07-25T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "international advertising on facebook" ], "articleSection": [ "Tips", "Facebook Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "How To Advertise On Facebook Internationally", "item": "https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping Markdown URL: https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping/index.md --- title: "Get Your Products into ChatGPT Shopping" description: "Get your products in ChatGPT Shopping. Clean Digital shows you the steps to prepare your business for ChatGPT shopping feeds and ChatGPT Shopping ads." canonical: "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/chatgpt-shopping-ads-clean-digital-ppc-agency-scotland-lkrxo.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Get Your Products into ChatGPT Shopping Most businesses don't have a ChatGPT strategy. Learning how to get your products into ChatGPT Shopping is about to become extremely [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) 13 June 2025 Updated 29 July 2026 8 minute read  ## Listen to this article Your browser does not support audio playback. Most businesses don't have a ChatGPT strategy. Learning **how to get your products into ChatGPT Shopping** is about to become extremely important. As a leading **PPC agency in the UK**, we see this as the most immediate and impactful shift for any brand that relies on **paid e-commerce ads**. The line between a search engine and a conversational assistant is dissolving, and we're committed to helping our clients take advantage of the opportunity. In this guide, we cover the technical requirements for **OAI-SearchBot SEO**, the current **ChatGPT shopping feed** specification, and how paid product-feed ads fit into a wider paid media strategy. ## **Part 1: Understanding ChatGPT Product Recommendations** OpenAI has already integrated organic shopping results into its platform, creating a new source of **ChatGPT e-commerce recommendations**. ### **How It Works Today** When a user submits a query with commercial intent (like "best noise-cancelling headphones under £200" or "sustainable skincare brands in the UK"), ChatGPT can now go beyond simple text answers. ChatGPT may (for certain queries) browse the web to present specific products that match the user's request, complete with names, prices, and direct links to the merchant's product page. ChatGPT can show organic product results, while ChatGPT Ads is a separate paid route. OpenAI does not publish a complete organic ranking formula, but useful inputs may include: - **Crawlability:** Whether `OAI-SearchBot` can access your public product pages and current product information. - **On-page content:** The clarity and relevance of your product titles and descriptions. - **Structured Data:** The presence and quality of your Product Schema markup. - **Site Authority:** Traditional SEO signals that indicate trustworthiness. - **User Context:** The nuances of the user's conversational query. ## **Part 2: The ChatGPT Shopping Feed** OpenAI now supports direct product feeds for organic product discovery and for eligible ChatGPT Ads accounts. Merchant feeds and paid product-feed campaigns use related product data, but they are separate routes. ### **What is a Product Feed, and Why Does it Matter?** A product feed is a structured file (typically an XML, CSV, or TSV file) that contains the key information about your product catalogue. For any business that has worked with a [**Google Shopping Ads agency**](https://cleandigital.co.uk/google-shopping-management), this concept is familiar. OpenAI publishes its own stable feed specification, so merchants should map their data to OpenAI's required fields rather than assume the Google format is identical. Submitting a **ChatGPT shopping feed** gives OpenAI a current source for your product data. It can improve accuracy, but it does not guarantee organic inclusion or ad delivery. - **Pricing & Availability:** Supply current prices and stock status. - **Product Details:** Supply accurate titles, descriptions, and identifiers. - **Imagery:** Provide the product images linked to each item. - **Eligibility:** Set the relevant search and ads eligibility fields. ### **Published Feed Attributes: Preparing Your Data** OpenAI now publishes a stable [**ChatGPT shopping feed specification**](https://developers.openai.com/commerce/specs/file-upload/products). The full requirement set depends on the feed route, but core fields include: - `item_id`: A stable, unique identifier for the product. - `title`: The product title. - `description`: A clear and accurate product description. - `url`: The product landing-page URL. - `image_url`: The main product image URL. - `availability`: The current stock status. - `price`: The price and currency. - `brand`: The product's brand name. - `gtin`: The Global Trade Item Number, when available. - `mpn`: The manufacturer part number, when available. - `condition`: The product condition. - `is_eligible_search`: Whether the product can be surfaced in ChatGPT search. - `is_ads_eligible`: Whether the product can be processed for ChatGPT Ads. ## **Part 3: Why Your Paid Media Strategy Must Evolve** We are witnessing a fundamental shift in the customer journey. As an expert in **paid media consulting**, we advise clients that visibility must now be managed across traditional search, social, and conversational AI. Advanced skills in managing complex **Google Shopping** campaigns are likely to be directly transferable. Feed management, data accuracy, and conversion tracking are universal principles. However, the context is new. The customer is no longer just "searching"; they are having a dialogue. The brands that win will be those who see this not as an isolated SEO task, but as an integrated part of their entire performance marketing mix. ## **Part 4: The Technical Checklist: How to Get Your Products On ChatGPT** OpenAI has released product feeds and ChatGPT Ads, but access and setup differ between organic merchant feeds and paid ad accounts. Use the route available to your business. Here is your actionable checklist to **prepare your site for ChatGPT Shopping Ads:** | **Task** | **Action** | | --- | --- | | **Allow the Correct Crawlers** | Allow `OAI-SearchBot` to access the public product pages you want considered for ChatGPT search. OpenAI uses `OAI-AdsBot` separately to check submitted ad landing pages. | | **Implement Schema** | Use valid JSON-LD structured data (`Product`, `Offer`, `AggregateRating`, etc.) to make public product details machine-readable. Schema can support discovery, but it does not replace the feed or guarantee inclusion. | | **Set Up Feed Access** | For organic product discovery, follow OpenAI's commerce feed requirements. For ads, eligible accounts connect a feed in Ads Manager. | | **Optimise Product Content** | Write clear, current product titles and descriptions that match the landing page and answer likely customer questions. | | **Measure Each Route** | Track organic referrals from `chatgpt.com` in GA4. Use Ads Manager or the Ads insights API for paid impressions, clicks, and conversions. | ### **A Practical Guide to Product Schema Implementation** To **get your products listed in ChatGPT Shopping**, valid product schema can help crawlers understand the public page. It supports, but does not replace, OpenAI's product feed. Here is a sample JSON-LD snippet for reference: ``` ``` ## **Part 5: Use the route available to your business** For organic product discovery, review OpenAI's current merchant feed guidance and use the published feed specification if your business has access. For paid placements, eligible advertisers can sign in to [Ads Manager](https://ads.openai.com) and follow the [product-feed Ads documentation](https://developers.openai.com/ads/product-feeds). OpenAI requires an eligible ad account, a linked feed, and the correct Ads setup. ## **Conclusion: Prepare to get your products on ChatGPT now.** AI-powered shopping and paid ads experiences are now live. By allowing **OAI-SearchBot**, maintaining accurate **ChatGPT product data feed** information, and measuring organic product discovery separately from paid ads, you can assess each route on its own results. This is a pivotal moment in e-commerce. As the winner of the [UK's **PPC Agency of the Year**](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023), we're dedicated to keeping our clients ahead of the curve in digital advertising. If you want an expert strategic partner to help you navigate the future of conversational e-commerce and build a dominant presence across Google, Meta, and ChatGPT, [request a free strategy call](https://cal.com/cleandigital/30min) today. ## Frequently asked questions Is getting products on ChatGPT free? Organic product results do not require ad spend. ChatGPT Ads and product-feed ad campaigns are a separate paid route. Feed access, product eligibility, and delivery depend on OpenAI's current programme and account requirements. How is OAI-SearchBot different from GPTBot? They serve different purposes. `GPTBot` crawls content that may be used to improve OpenAI's models. `OAI-SearchBot` supports ChatGPT search results. `OAI-AdsBot` checks submitted ad landing pages. A site can allow or block each crawler separately. Will there be paid "ChatGPT Shopping Ads"? Yes. OpenAI now documents ChatGPT Ads and product-feed campaigns. Eligible advertisers can set up feeds in Ads Manager and create campaigns that use eligible products. How long until I see my products in ChatGPT? OpenAI does not publish a fixed timeframe for organic product inclusion, and crawlability or feed submission does not guarantee inclusion. Track referrals from `chatgpt.com` to measure organic traffic. For paid campaigns, use Ads Manager and product-level insights. For help with measurement, get in touch with our [data and analytics](https://cleandigital.co.uk/data-and-analytics) team. Article author ## Alex Berish Data Analyst Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He founded [chatobserver.com](https://chatobserver.com/) to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including [ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), AI agents and [choosing a Google Ads agency](https://cleandigital.co.uk/blog/choose-google-ads-agency). [More articles by Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) ## Make your products visible in AI search AI assistants build product answers from the same structured data that powers Google Shopping. A clean, enriched product feed is the entry ticket. [AI marketing services How we track and improve visibility in AI search.](https://cleandigital.co.uk/ai-marketing) [Google Shopping management Product feed management and enrichment for ecommerce accounts.](https://cleandigital.co.uk/google-shopping-management) ## Share this article ## Related articles [Thinking About AI Max for Search? Start Here First. Search is changing fast. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter](https://cleandigital.co.uk/blog/ai-max-for-search) [What does ChatGPT Agent mean for advertisers? Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: open a browser, navigate to a](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping#blogposting", "url": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping" }, "headline": "Get Your Products into ChatGPT Shopping", "description": "Get your products in ChatGPT Shopping. Clean Digital shows you the steps to prepare your business for ChatGPT shopping feeds and ChatGPT Shopping ads.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/chatgpt-shopping-ads-clean-digital-ppc-agency-scotland-lkrxo.webp" ], "datePublished": "2025-06-13T19:58:00.000Z", "dateModified": "2026-07-29T09:56:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Alex Berish", "url": "https://cleandigital.co.uk/blog/authors/alex-berish", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/alex_final.webp", "jobTitle": "Data Analyst", "description": "Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He founded chatobserver.com to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including ChatGPT Shopping, AI agents and choosing a Google Ads agency." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "ChatGPT Shopping" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Get Your Products into ChatGPT Shopping", "item": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping#faq", "mainEntity": [ { "@type": "Question", "name": "Is getting products on ChatGPT free?", "acceptedAnswer": { "@type": "Answer", "text": "Organic product results do not require ad spend. ChatGPT Ads and product-feed ad campaigns are a separate paid route. Feed access, product eligibility, and delivery depend on OpenAI's current programme and account requirements.
" } }, { "@type": "Question", "name": "How is OAI-SearchBot different from GPTBot?", "acceptedAnswer": { "@type": "Answer", "text": "They serve different purposes. GPTBot crawls content that may be used to improve OpenAI's models. OAI-SearchBot supports ChatGPT search results. OAI-AdsBot checks submitted ad landing pages. A site can allow or block each crawler separately.
Yes. OpenAI now documents ChatGPT Ads and product-feed campaigns. Eligible advertisers can set up feeds in Ads Manager and create campaigns that use eligible products.
" } }, { "@type": "Question", "name": "How long until I see my products in ChatGPT?", "acceptedAnswer": { "@type": "Answer", "text": "OpenAI does not publish a fixed timeframe for organic product inclusion, and crawlability or feed submission does not guarantee inclusion. Track referrals from chatgpt.com to measure organic traffic. For paid campaigns, use Ads Manager and product-level insights. For help with measurement, get in touch with our data and analytics team.
While traditional SEO optimises for search engine algorithms and keyword rankings, GEO focuses on how AI models understand, process, and synthesise information. GEO emphasises conversational content, semantic relationships, and authoritative sources rather than just keywords and backlinks.
" } }, { "@type": "Question", "name": "Do I need to abandon my current SEO strategy for GEO?", "acceptedAnswer": { "@type": "Answer", "text": "Not necessarily. Many SEO fundamentals like creating quality content and building authority remain important. However, you should adapt your approach to include conversational content structures, semantic optimisation, and strategies specific to AI platforms.
" } }, { "@type": "Question", "name": "How do I measure the success of my GEO efforts?", "acceptedAnswer": { "@type": "Answer", "text": "Focus on metrics like brand mention frequency in AI responses, quality of citations, accuracy of brand representation, and sentiment in AI-generated content. Traditional metrics like keyword rankings become less relevant in the GEO context.
" } }, { "@type": "Question", "name": "Which AI platforms should I prioritise for GEO?", "acceptedAnswer": { "@type": "Answer", "text": "Start with the most popular platforms like ChatGPT, Google's Bard/Gemini, and Claude, but tailor your approach to where your target audience is most active. Each platform has unique characteristics that may require different optimisation strategies.
" } }, { "@type": "Question", "name": "How long does it take to see results from GEO efforts?", "acceptedAnswer": { "@type": "Answer", "text": "GEO results can vary significantly depending on your content quality, industry competition, and consistency of efforts. Some businesses see improvements in AI citations within weeks, while building comprehensive topical authority may take several months.
" } }, { "@type": "Question", "name": "Can small businesses compete with larger companies in GEO?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, often more effectively than in traditional SEO. AI models value expertise and helpfulness over domain authority alone. Small businesses with deep knowledge and authentic voices can often outperform larger competitors who rely on generic content.
" } }, { "@type": "Question", "name": "What types of content perform best for GEO?", "acceptedAnswer": { "@type": "Answer", "text": "Comprehensive, authoritative content that answers questions completely tends to perform well. This includes detailed how-to guides, expert analyses, case studies, and content that provides context and explains complex topics clearly.
" } }, { "@type": "Question", "name": "How do I avoid penalties or negative representation in AI responses?", "acceptedAnswer": { "@type": "Answer", "text": "Focus on creating accurate, balanced content that acknowledges limitations alongside benefits. Avoid overly promotional language and ensure all claims are well-supported with credible sources. Transparency and authenticity are key.
" } }, { "@type": "Question", "name": "Should I create different content for each AI platform?", "acceptedAnswer": { "@type": "Answer", "text": "While the core content can be similar, you may need to adapt formatting, tone, and emphasis for different platforms. Monitor how each platform responds to your content and adjust accordingly.
" } }, { "@type": "Question", "name": "What's the biggest mistake companies make when starting with GEO?", "acceptedAnswer": { "@type": "Answer", "text": "The most common mistake is treating GEO like traditional SEO with keyword stuffing and manipulative tactics. AI models are sophisticated enough to recognise and penalise artificial optimisation. Focus on genuine value creation instead.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms Markdown URL: https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms/index.md --- title: "How To Track Campaign Performance Using UTMs" description: "Advertisers can track performance using UTMs. These are little snippets of text, that once added to the end of your URLs, can help you track different metrics." canonical: "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/track_campaign_performance_using_utms.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # How To Track Campaign Performance Using UTMs So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 21 September 2022 3 minute read  ## Listen to this article Your browser does not support audio playback. **So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but before you click to launch that campaign, make sure that you know exactly what you want to track, and how.** **Which is where UTMs come in….** UTM stands for [Urchin Tracking Module](https://support.google.com/urchin/answer/28307?hl=en), which was developed by the company Urchin. The modules are simply little snippets of text, called parameters, that once added to the end of your [URLs](https://support.google.com/analytics/answer/1033867?hl=en), can help you track different performance aspects of campaigns in [Google Analytics](https://analytics.google.com/analytics/web/). The parameters can cover 5 different aspects: source, medium, campaign, term and content. The last 2 are optional which can help you report on a more granular level, but medium, source, and campaign should always be included. - **Source:** The source or platform of how they got there. Facebook, Instagram etc. - **Medium:** The medium used. PPC, organic, direct etc. - **Campaign:** What is the campaign name. - **Term:** In Google Ads this is set as the keyword. - **Content:** Good for A/B testing, for example, was the image text used red or blue. So, if you set up a organic post on [Facebook](https://www.facebook.com/) to lead to this blog article, all of that will show in a URL like this: [https://www.website.com?utm_source=facebook&utm_medium=organic&utm_campaign=blog_post&utm_term=urchin&utm_content=red](https://www.website.com/?utm_source=facebook&utm_medium=organic&utm_campaign=blog_post&utm_term=urchin&utm_content=red) If you think this might be a little tricky to do manually, thankfully Google Analytics has their own [URL Builder](https://ga-dev-tools.web.app/campaign-url-builder/) to help you cover the different UTM aspects needed: **Top Tips:** - UTMs are case sensitive, so make sure that you are using the same case (ideally lowercase) throughout when naming your parameter, otherwise you’ll have to remedy this when you’re reporting in Google Analytics later. For example: campaignone, CampaignOne, and campaignOne, will show as 3 different line items. - Decide beforehand within your organisation the naming conventions for each aspect, and add these to your internal campaign documents, this way it can help keep things consistent. - Not only will these parameters help you report on the success of current campaigns, you can use them to build audiences for future ones. As LinkedIn campaigns tend to have higher CPCs, you can use UTMs as a strategy by building out specific parameter audiences that you’re able to use for more cost efficient remarketing on Google Ads and Facebook. **Now that you’ve built your UTMs…go ahead and click to launch that campaign!** Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [Advertising On Alternative Search Engines Other Than Google & Bing In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) [How To Use Exclusions To Save Money On Google Display Ads Google Display ads are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or](https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads) [A Few Things That Affect Your Google Ads Quality Score This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms#blogposting", "url": "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms" }, "headline": "How To Track Campaign Performance Using UTMs", "description": "Advertisers can track performance using UTMs. These are little snippets of text, that once added to the end of your URLs, can help you track different metrics.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/track_campaign_performance_using_utms.png" ], "datePublished": "2022-09-21T11:00:00.000Z", "dateModified": "2022-09-21T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "track performance using UTMs" ], "articleSection": [ "Tips", "Analytics" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "How To Track Campaign Performance Using UTMs", "item": "https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads Markdown URL: https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads/index.md --- title: "How To Use Exclusions To Save Money On Google Display Ads" description: "Google display ads have different settings & exclusions that, when used correctly, can help advertisers to save money in their campaigns and improve performance" canonical: "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Saving_money_on_Google_Ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # How To Use Exclusions To Save Money On Google Display Ads Google Display ads are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 29 June 2022 2 minute read  ## Listen to this article Your browser does not support audio playback. **[Google Display ads](https://support.google.com/google-ads/answer/2404190?hl=en-GB) are an excellent brand awareness tool. They are also relatively low in cost compared to other ad types, such as Search or Video, making them even more attractive for advertisers. However, if not set up correctly, Display ads can be a money pit.** Content exclusions are one of the most crucial Display campaign elements that, when missed, result in money waste for both advertisers and businesses. To avoid this; once a new campaign is created, go to ‘settings’> ‘more settings’> ‘content exclusions’ (Step by step can be found [here](https://support.google.com/google-ads/answer/7444288?hl=en-GB)). In that settings section, you will be able to select the top-level content-related placements you want to prevent your ads from being shown in. Meaning you won’t spend money showing your ads on websites, pages, and videos that don’t fit your brand and, consequently, don’t attract your audience. **There are three main content exclusions categories:** **Digital Content Labels** Choose the maturity level of the content that your ads can be shown on or next to. That includes, for example, content suitable for families, audiences with parental guidance, and mature audiences. **Sensitive Content** Exclude websites, pages, videos, and apps containing certain types of sensitive content that may not be appropriate for your brand. For example, sensitive social issues and sexually suggestive content. **Content Type** Avoid certain content categories, such as games, live video streams and parked domains. Here is where you can have more control over the placements that don’t fit your business needs. It’s important to note that – while [Google](https://www.google.co.uk/) has been improving content exclusions – they don’t guarantee that all related content will be excluded. Nevertheless, setting them in your campaign is a much more reasonable option than just ignoring their existence. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [Advertising On Alternative Search Engines Other Than Google & Bing In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) [A Few Things That Affect Your Google Ads Quality Score This is something to check on your search campaigns each month as changes to the campaigns could cause your quality score to fluctuate. The same](https://cleandigital.co.uk/blog/a-few-things-that-affect-your-google-ads-quality-score) [How To Track Campaign Performance Using UTMs So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads#blogposting", "url": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads" }, "headline": "How To Use Exclusions To Save Money On Google Display Ads", "description": "Google display ads have different settings & exclusions that, when used correctly, can help advertisers to save money in their campaigns and improve performance", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Saving_money_on_Google_Ads.png" ], "datePublished": "2022-06-29T11:00:00.000Z", "dateModified": "2022-06-29T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google display ads" ], "articleSection": [ "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "How To Use Exclusions To Save Money On Google Display Ads", "item": "https://cleandigital.co.uk/blog/how-to-use-exclusions-to-save-money-on-google-display-ads" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality Markdown URL: https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality/index.md --- title: "How Weather Patterns Are Reshaping Paid Search Seasonality" description: "Optimise paid search seasonality with weather data. Make real-time bid adjustments to boost conversions and outsmart competitors with local insights." canonical: "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/paid-search-seasonality.jpg" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # How Weather Patterns Are Reshaping Paid Search Seasonality For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 15 October 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. ## What really drives seasonality? Most people think Christmas, payday, or back-to-school. But what if the real trigger is as simple as whether you need sunglasses or an umbrella? Could the weather app on your phone actually be the most underrated PPC tool in your stack? For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer sales slumps. We know when to push budget and when to pull back. But there’s a blind spot: the weather. Unlike traditional seasonality, it doesn’t follow neat, predictable cycles. It’s immediate, it’s local, and it can flip campaign performance in hours. A sunny Saturday boosts garden centre footfall; a sudden downpour can send people running indoors, phone in hand, ready to browse and buy online.  ### The Rainy Day Revelation Here’s what we have learned across client accounts: rain isn’t just bad for hair, it’s a major performance driver. - Indoor-focused businesses? Conversions spike when the skies open. - Outdoor and experience brands? Sales can fall off a cliff. We are not talking theory - this is measurable. A rainy Tuesday in Manchester can outperform a sunny one by 40% in some verticals. Weather is not just a nice-to-know factor; it’s often the single biggest lever outside of deadlines and market shifts. The question isn’t if weather impacts your campaigns. It’s: are you set up to take advantage of it? #### Uncovering Weather Patterns in Your Data - Weather Forecasting Integration - Plug weather APIs (e.g. Met Office) into your setup. Forecasts become a signal in your bidding strategy, turning your campaigns from reactive to proactive - Geographic Clustering by Weather - Forget arbitrary borders. Target “rain zones” and “sunshine clusters” instead. London’s microclimate is not the Highlands, so why treat them the same? - Script-Based Bidding Automation - Use scripts that track forecasts and auto-adjust bids. Rain in Leeds? Push budget there. Sunshine in Brighton? Pull back. Your spend literally follows the clouds - Location-Based Value Rules - Set bid modifiers tied to forecasted conditions. If your top market’s forecast says “rain all week,” lean in. If it’s sunshine, shift budget elsewhere #### Looking Ahead: Predictive Weather Analytics Weather data goes out seven days. That’s seven days of tactical advantage. Instead of drip-feeding budget evenly, you can: - Front-load spend before favourable weather. - Ease off during less-promising conditions. - Outpace competitors who only react after weather hits. It’s not “set and forget.” It’s “set and forecast.” ### Key Takeaway: Weather doesn't just influence what people wear; it fundamentally shapes how, when, and where they buy. From students choosing revision over recreation based on rainfall, to consumers shopping online during downpours rather than visiting physical stores, weather drives immediate behavioural shifts that traditional seasonality models completely miss. Paid search campaigns that ignore meteorological data are essentially flying blind in a storm. The brands winning in this space aren't just tracking clicks and conversions; they're looking at the percentage chance of rain, planning for a heatwave or, for whether April showers are guaranteed. The future of paid search seasonality isn't found in last year's performance data; it's in tomorrow's weather forecast. Start treating your local meteorologist as seriously as your analytics dashboard, because in the world of weather-responsive marketing, they might just be your most valuable team member. If you'd like to learn more, [get in touch](https://cleandigital.co.uk/contact)! ## Frequently asked questions How can weather data improve PPC campaign performance? Weather data can dramatically enhance PPC campaign performance by enabling real-time adjustments. By integrating weather forecasting into your bidding strategy, you can predict consumer behaviour shifts and tailor your campaigns accordingly. For instance, increasing bids for indoor-focused businesses during rainy periods can capture higher conversion rates, while outdoor activities might require budget reductions. What tools are available to incorporate weather data into PPC strategies? To incorporate weather data into PPC strategies, consider using weather APIs like those from the Met Office. These can be integrated to provide continuous forecasting updates. Additionally, script-based bidding automation can adjust bids automatically based on local weather conditions, ensuring your campaigns are always optimised for current and predicted weather patterns. Why is weather a more dynamic factor than traditional seasonality in PPC? Weather is more dynamic than traditional seasonality because it doesn't adhere to predictable cycles. While events like Black Friday or back-to-school shopping happen at set times, weather changes are immediate and localised. A sudden weather shift can quickly influence consumer behaviour, making it crucial for PPC managers to react swiftly to leverage these opportunities. How does weather impact different business sectors in PPC campaigns? Weather impacts different business sectors uniquely. For indoor-focused businesses, rainy weather can lead to increased online transactions as people stay indoors and browse more. Conversely, outdoor or experiential brands might see a decline in sales during adverse weather. Understanding these patterns helps tailor PPC strategies to maximise effectiveness based on current and forecasted weather conditions. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [Content-Specific Paid Media Strategy: Making Content Work Harder The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) [Digital Marketing for Hotels: Our Blueprint For Success At Clean Digital, we've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns.](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) [Generative Search Optimisation: How to Optimise for AI Search Search is changing - fast. Google, ChatGPT, Gemini, Claude… they are no longer just giving you a list of links. They answer your questions for you.](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality#blogposting", "url": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality" }, "headline": "How Weather Patterns Are Reshaping Paid Search Seasonality", "description": "Optimise paid search seasonality with weather data. Make real-time bid adjustments to boost conversions and outsmart competitors with local insights.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/paid-search-seasonality.jpg" ], "datePublished": "2025-10-15T15:04:00.000Z", "dateModified": "2025-10-15T15:04:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Paid Search Seasonality" ], "articleSection": [ "Google Ads", "Advanced Marketing Insights", "Google Search" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "How Weather Patterns Are Reshaping Paid Search Seasonality", "item": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality#faq", "mainEntity": [ { "@type": "Question", "name": "How can weather data improve PPC campaign performance?", "acceptedAnswer": { "@type": "Answer", "text": "Weather data can dramatically enhance PPC campaign performance by enabling real-time adjustments. By integrating weather forecasting into your bidding strategy, you can predict consumer behaviour shifts and tailor your campaigns accordingly. For instance, increasing bids for indoor-focused businesses during rainy periods can capture higher conversion rates, while outdoor activities might require budget reductions.
" } }, { "@type": "Question", "name": "What tools are available to incorporate weather data into PPC strategies?", "acceptedAnswer": { "@type": "Answer", "text": "To incorporate weather data into PPC strategies, consider using weather APIs like those from the Met Office. These can be integrated to provide continuous forecasting updates. Additionally, script-based bidding automation can adjust bids automatically based on local weather conditions, ensuring your campaigns are always optimised for current and predicted weather patterns.
" } }, { "@type": "Question", "name": "Why is weather a more dynamic factor than traditional seasonality in PPC?", "acceptedAnswer": { "@type": "Answer", "text": "Weather is more dynamic than traditional seasonality because it doesn't adhere to predictable cycles. While events like Black Friday or back-to-school shopping happen at set times, weather changes are immediate and localised. A sudden weather shift can quickly influence consumer behaviour, making it crucial for PPC managers to react swiftly to leverage these opportunities.
" } }, { "@type": "Question", "name": "How does weather impact different business sectors in PPC campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Weather impacts different business sectors uniquely. For indoor-focused businesses, rainy weather can lead to increased online transactions as people stay indoors and browse more. Conversely, outdoor or experiential brands might see a decline in sales during adverse weather. Understanding these patterns helps tailor PPC strategies to maximise effectiveness based on current and forecasted weather conditions.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1 Markdown URL: https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1/index.md --- title: "Human Led Automation For E-Commerce PPC - Part 1" description: "The PPC industry is currently awash with talk of machine learning & automation. In this 3 part blog series we’ll be outlining our view on the current state of a" canonical: "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/automation.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Human Led Automation For E-Commerce PPC - Part 1 When running a PPC campaign the most important question is usually; “how much can I afford to pay for my traffic that ensures we get enough volume [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 28 October 2019 7 minute read  ## Listen to this article Your browser does not support audio playback. ## The PPC industry is currently awash with talk of [machine learning & automation](https://searchengineland.com/ppc-and-machine-learning-where-do-we-draw-the-line-on-automation-319099). In this 3 part blog series we’ll be outlining our view on the current state of automation and some "human led" techniques PPC advertisers can utilise to automate effectively using business data (rather than relying on ad platform conversion data). When running a PPC campaign the most important question is usually; “how much can I afford to pay for my traffic that ensures we get enough volume at my target KPI”. There are so many factors that go into what level of presence you should have on any PPC activity (campaign, keyword, ad unit) and it’s vital that this ties in exactly with the main KPI you are aiming to achieve as a business. E-commerce advertisers can utilise an online-only bid management tool (e.g. Google Conversion Optimiser, Acquisio, Marin etc), which will set the level of presence based on the online-only KPI target you set. Whilst it is possible to get Profit/Margin information included here, usually these bid management tools optimise towards click attributed Revenue & ROI. ## Now, what are some issues with optimising in this way? "Online Only” information isn’t always an accurate representation of true channel performance Regardless of which attribution model you use, you’ll always miss out on the actual "value” of each click given users switch devices & clear cookies more than they have previously. Almost all advertisers will be experiencing an increase in Mobile traffic year on year, along with a rise in “Direct” revenue. Given this will be affecting all “online only” attribution models, it’s vital that advertisers look at data sets for the entire website performance & ensure their optimisations don’t ignore areas that are likely to providing value. _Past performance ≠ expected future performance_ A massive limitation in optimising solely using online data is that it is purely historical, and doesn’t account for any changes that have happened that have the ability to change the performance we can expect from the channel/campaign. As an example, let’s say you are an online bakery selling Wedding Cakes. You have a 5:1 ROI target, and in the past month your Wedding Cakes Search & Shopping campaigns have achieved a 7:1 ROI. The graph below follows an expected level of return for each level of media spend based on the historical data. The dotted line in Red outlines the current return at a 7:1 ROI, with the dotted Green line outlining the additional spend/revenue possible at a 5:1 ROI: Now, let’s add a realistic business scenario that might have occurred since the Google Ads account has achieved a 7:1 ROI for Wedding Cakes. A core competitor, MegacorpWeddingCakez.com, has finally got their act together and has launched a Wedding Cakes shopping campaign with aggressive CPC bids This hurts on two levels; it will “spread” possible conversions amongst more advertisers (hurting your conversion rate) and increasing the effective CPC’s for the traffic from your campaigns (increasing cost). What this does is essentially shift the forecast line down (as the expected return is lower than when Megacorp weren’t showing). The dotted Red & Green lines are in the same positions, so without any change in spend levels the campaigns would come in at 5:1, whilst if the automated bidding implements the changes it expects the ROI would drop do 4:1 (under the target). The automated bidding will recognise & amend the algorithm due to the conversion rate/CPC’s fluctuations, although based on click volume/learning time it could mean that you’ve overpaid for traffic for 2 - 3 weeks. NB. the time it takes for the machine learning/automation to register this new data point and adapt is dependent on the number of clicks/traffic volume. There are a number of other factors that can change the forecast line, including: - A big shift in seasonality between the historical data and the period you’re moving into. For example, the 7:1 ROI might have been achieved in a seasonal peak period (e.g. April – May), with conversion rate typically tailing off 10% per month thereafter. This would shift the forecast line down, making the ROI lower for the same forecast spend. - There could be a significant change in stock levels across the core product range (e.g. 50% of the most popular sell out). This decrease in consumer choice can lead to a drop in conversion rate, which again would drop the forecast line from what Google are expecting based on the historical stats. - A significant news story/industry update has the potential to upset the forecast also. For example, if BBC released an article regarding the cost of Wedding Cakes increasing 4x in 10 years, your ads could have an influx of traffic from low value searchers. Again, this shifts the ROI forecast line down. ## Optimising PPC in silo doesn’t speak to business priorities There are many moving variables in the world of an e-commerce website, with priorities often shifting on a day by day basis. Stock levels, pricing strategy, brand/supplier relationships and sale periods are all liable to change, and the respective internal teams will often reach out to their PPC managers to change short term presence in order to hit a short term business need. The changes that PPC managers need to make (like consumer behaviour) are often “irrational” – i.e. they can be counter-intuitive in achieving the KPI goal that the channel is optimising towards Using a retailer in the consumer electronics vertical as an example: - The buying team advise that they have 10x the number of Hotpoint Double Ovens in stock than they have for any other Oven. As such, they are asking the PPC team to push these ovens in particular and that they’d accept a lower ROI/Margin for sales of these products - Management have implemented a flash sale of all Beko Dishwashers, with all prices down 25%. The PPC team have been asked to raise all bids accordingly for 48 hours, as there is the belief that Beko is likely to perform at a much higher conversion rate - A key supplier has e-mailed expressing concern that they never see an AO.com shopping ad for any Samsung TV’s, even though they had an agreement with the procurement team that they would show in at least 1 in 4 searches. Again, the PPC team have been tasked with amending bids to allow for higher than current presence for Samsung TV’s. The issue with using a bid management solution in these examples is that they are “irrational” business decisions that the bidding algorithm can’t possibly factor into its calculations. It’s impossible to structure a PPC account which would allow flexibility to change presence around these irrational business requirements, with new campaigns often required to implement even the simplest of workarounds. **OK Computer.** Whilst there are definitely instances where utilising online only automation can be beneficial, the above highlights some pitfalls that advertisers should bear in mind. Our next 2 articles will review some processes & automation e-commerce advertisers can implement instead of online only automation. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) [The Rise Of Variants What is a close variant match? Google explain it best here, although in short it’s Google’s method of matching what it sees as relevant terms](https://cleandigital.co.uk/blog/the-rise-of-the-variants) [Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”.](https://cleandigital.co.uk/blog/reporting-beyond-average-position) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1#blogposting", "url": "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1" }, "headline": "Human Led Automation For E-Commerce PPC - Part 1", "description": "The PPC industry is currently awash with talk of machine learning & automation. In this 3 part blog series we’ll be outlining our view on the current state of a", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/automation.png" ], "datePublished": "2019-10-28T12:00:00.000Z", "dateModified": "2019-10-28T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "automation" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Human Led Automation For E-Commerce PPC - Part 1", "item": "https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter Markdown URL: https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter/index.md --- title: "In 2026, do Old Google Ads Metrics still matter?" description: "Think old Google Ads metrics are dead in 2026? Discover why Quality Score, CTR, and visibility are still the ultimate diagnostic tools for mastering automation." canonical: "https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/olg-google-ads-metrics.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # In 2026, do Old Google Ads Metrics still matter? Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 6 March 2026 7 minute read  ## The automation hangover Across agencies up and down the country, conversations are being had about what the future of a Paid Media professional looks like in the context of an increasingly automated industry. Gone are the days of manually adjusting keyword bids (and have been for quite a while), but have the traditional **Google Ads metrics** used for managing campaigns and adjusting strategy gone for good? Or are they undervalued skills which need revisiting? As of writing (March 2026), Google Ads is almost entirely automated. For many advertisers, this has created a quiet assumption that old Google Ads metrics no longer matter. Quality Score feels historical. CTR feels irrelevant. Visibility metrics feel disconnected if you are bidding for a conversion target. That assumption is flawed. Legacy metrics have not lost value because automation took over. They have lost control. And that distinction matters. In an environment where you can’t manually steer every lever, the ability to interpret what the system is doing becomes the real advantage. Old Google Ads metrics still win in 2026 - not because they dictate outcomes, but because they reveal causes. They provide the context needed to build beyond surface-level recommendations and truly understand performance dynamics. ### What “old Google Ads metrics” actually mean in 2026 When I say old Google Ads metrics, I’m not talking about long-lost metrics like Page Position but still widely available metrics you don’t hear as prominently in discussions as you did 5-6 years ago. To name but a few, for example: - Quality Score and its components. - Click-through rate (CTR). - Auction and visibility metrics. - Landing page experience.  In 2026, these are no longer levers in isolation. You are not optimising them through manual tweaks or chasing thresholds for vanity. Instead, they function as diagnostic indicators. You influence them indirectly - through stronger relevance, clearer messaging, and better landing experiences - not through direct manual control. Think of them as inputs into Google’s decision-making rather than targets for manual optimisation. They describe how the system perceives relevance, usefulness, and value. That perception still governs cost, eligibility, and scale, even if the mechanics are hidden. When was the last time a member of your team assessed landing page experience against their broad match keywords and thought, “Maybe the missing CPCs & CPAs aren’t due to high competition, but actually, there’s fundamentally an issue with the landing page?” As to this day and likely always, conversion rate is key. ### Quality Score as a relevance health check Quality Score still rolls up three fundamentals: - How well the query matches intent. - How relevant the ad is to that intent. - How effectively the landing page delivers on the promise of the ad. Those fundamentals have not changed. What has changed is how quickly poor relevance compounds and how hardly anyone takes note. Low Quality Scores still correlate with higher CPCs and unstable delivery. Automation accelerates what’s already present. Strong relevance compounds positively. Weak alignment compounds negatively. Broad match and automated expansion push your ads into wider intent pools. When relevance weakens, the system pays more to find converters and performance becomes volatile; quality score still impacts the final cost you’re paying to win the auction. One of the most useful signals in 2026 is not the Quality Score number itself, but its direction. Downward trends often appear before performance collapses. They are frequently the first indicator that matching has drifted too far or that messaging no longer aligns with how queries are being interpreted. Used properly, Quality Score is not a KPI. It is an early warning system. ### CTR is not dead; it has just changed jobs CTR used to be treated as a blunt optimisation metric. Higher was better. Lower was bad. That framing is outdated, but the signal itself is not. Today, CTR is best understood as a creative and intent alignment metric. It shows how users respond to the traffic automation is choosing to send you. When CTR declines consistently, it often exposes a mismatch between query intent and ad messaging. In many accounts, sustained CTR erosion precedes conversion rate drops. The system continues buying traffic, but engagement weakens before efficiency visibly drops. This matters across modern formats. Demand Gen, Performance Max, and broad match all rely heavily on user response signals. Click behaviour remains one of the clearest expressions of perceived relevance. Creative testing still matters, even when bidding does not. Ignore it at your peril. CTR no longer tells you how good your ads are in isolation. It tells you whether automation is still pointing them at the right people. ### SERP visibility still dictates volume Average position may be gone, but visibility has not disappeared. It has simply been reframed. Impression share, top of page rate, and absolute top of page rate still define how often you are present and where. When performance plateaus, these Google Ads metrics frequently explain why. Lost impression share due to budget indicates demand is there, but spend is constrained. Lost impression share due to rank shows when relevance, bids, or targets are holding you back (and quality score!). These distinctions matter. In many accounts, default response to stagnation is to increase tCPA or lower tROAS. But if the underlying constraint is coverage or relevance, bid adjustments alone won’t unlock scale. Visibility metrics reveal when automation is deprioritising a campaign entirely, and whether growth is structurally possible or artificially capped. ### Landing page experience is the forgotten multiplier Landing page experience is arguably more important in 2026 than it was a decade ago. Automation sends broader traffic by design. Pages that convert narrow intent extremely well often fail when exposed to that breadth. They rely on users arriving already convinced.. Page speed, message match, and intent clarity now influence more than conversion rate. They feed back into Quality Score and auction outcomes. Poor pages increase costs and reduce eligibility long before conversion data becomes statistically clear. Treating the landing page work as a CRO side project misses the point. Strong pages give automation room to explore without destroying efficiency. Keep this at the forefront of any campaign optimisation, and you’ll see great improvements in conversion rate will follow. ### The automation generation problem Across the market, we are seeing a growing over-reliance on target adjustments as the primary response to performance shifts. Many newer practitioners have grown up in a world where adjusting tCPA or tROAS is the primary response to performance issues. Structural diagnostics are skipped because automation is assumed to handle them, but also, those who teach them have also become accustomed to automation and smart strategies doing the heavy lifting. This is not laziness. It is over-reliance. Adjusting targets is fast and often produces short-term movement. But it treats symptoms, not causes. Rising CPCs can be masked by smart bidding. Relevance decay happens gradually. Volatility only becomes obvious when market conditions shift. Without diagnostic discipline, accounts drift until they break. Normally resulting in clients leaving or strained relationships. ### To conclude, returning to fundamentals is a competitive edge Automation has not removed the need for understanding. It has increased it. Old Google Ads metrics are not outdated. They are the framework for interpreting a system you no longer directly control. Marketers who can read those signals, rather than blindly adjusting bidding targets, gain stability, scale, and long-term performance advantages in 2026. Back to basics is not regressive. It is how you move forward when the controls are no longer in your hands. The agencies that thrive in 2026 aren’t fighting automation. They are interpreting it - and structuring accounts accordingly. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions Is Quality Score still relevant in an automated Google Ads environment? Yes, but its role has shifted. In 2026, Quality Score acts as a "diagnostic health check" rather than a manual lever. It reveals how Google’s AI perceives your relevance; a declining score is often an early warning sign that your messaging or landing page is no longer aligning with the intent of the traffic automation is finding. Should I still track Click-Through Rate (CTR) if I’m bidding for conversions? Absolutely. While CTR no longer dictates outcomes in isolation, it remains the primary metric for creative and intent alignment. If your CTR is eroding while the system is still buying traffic, it indicates that the automation may be drifting into the wrong audience pools or your creative is failing to engage users. How do visibility metrics like Impression Share help with automated campaigns? Visibility metrics provide the structural context for performance plateaus. They help you determine if a lack of growth is due to budget constraints (Lost IS due to Budget) or fundamental issues with rank and relevance (Lost IS due to Rank). Understanding these prevents the common mistake of simply raising bid targets when the real issue is account structure or quality. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [Clean Digital Achieves Google Premier Partner Status Our recent Google Premier Partner status, awarded by the Google Partners programme, represents the highest tier available to agencies managing Google Ads](https://cleandigital.co.uk/blog/clean-digital-achieves-google-premier-partner-status) [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) [Why UGC Ads are the Future of Brand Marketing Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter#blogposting", "url": "https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/in-2026-do-old-google-ads-metrics-still-matter" }, "headline": "In 2026, do Old Google Ads Metrics still matter?", "description": "Think old Google Ads metrics are dead in 2026? 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In 2026, Quality Score acts as a "diagnostic health check" rather than a manual lever. It reveals how Google’s AI perceives your relevance; a declining score is often an early warning sign that your messaging or landing page is no longer aligning with the intent of the traffic automation is finding.
" } }, { "@type": "Question", "name": "Should I still track Click-Through Rate (CTR) if I’m bidding for conversions?", "acceptedAnswer": { "@type": "Answer", "text": "Absolutely. While CTR no longer dictates outcomes in isolation, it remains the primary metric for creative and intent alignment. If your CTR is eroding while the system is still buying traffic, it indicates that the automation may be drifting into the wrong audience pools or your creative is failing to engage users.
" } }, { "@type": "Question", "name": "How do visibility metrics like Impression Share help with automated campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Visibility metrics provide the structural context for performance plateaus. They help you determine if a lack of growth is due to budget constraints (Lost IS due to Budget) or fundamental issues with rank and relevance (Lost IS due to Rank). Understanding these prevents the common mistake of simply raising bid targets when the real issue is account structure or quality.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap Markdown URL: https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap/index.md --- title: "Input Orientated Mindset - When PPC And Poker Overlap" description: "PPC and poker overlap in a number of ways, in poker, a common term you’ll hear amongst the pros is not to be “results orientated” - the same goes for PPC." canonical: "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ppc_and_poker.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 17 October 2019 7 minute read  ## Listen to this article Your browser does not support audio playback. Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a career in paid media advertising. In poker, a common term you’ll hear amongst the pros is not to be “results orientated”. In poker, a large amount of your success is determined by skill. i.e. making the statistically correct decision in any given scenario and doing this again and again without deviation. This is particularly true in PPC lead generation campaigns, as we cannot guide the customer throughout the checkout funnel as smoothly and quickly as we do in the ecommerce space. They leave our online properties to do research, discuss with colleagues, look at competitors and as such we lose data points and an understanding of what they are doing and how we can guide them from lead to sales. A solid lead generation campaign requires multiple website and marketing touchpoints with your brand (higher deal value means more consideration and more touchpoints). As marketers we’re obsessed with visibility and transparency. It’s the backbone of our industry and why spend has rapidly shifted into the digital space over the last 20 years. But what we aren’t sometimes ready to admit is that full transparency is impossible. We can’t therefore have 100% control and need to shift our efforts to become more “input orientated”. Let’s take a trip to the card table to better understand that mindset. ## Shuffle Up and Deal Assume you are player 5 in this scenario. You put all your chips in the middle and player 6 calls. You will win this hand almost 84% of the time, with your 3 aces and there is only 1 more card to come. Player 6 needs a club to make a flush. Nothing else. They have approximately 16% chance of winning the hand as there are 7 clubs left in the deck that can win the hand for them. (If a Jack or 2 of clubs comes, player 5 wins with a full house). In the less likely event that one of the clubs that player 6 needs here comes in the last card, they win the hand. But player 5 (who made the statistically correct decision to bet all their chips in that scenario against that particular opponent) may feel aggrieved. They should have won. But this is where the luck element of poker comes in and you cannot control it. **So as the pros say: “don’t be results orientated”.** At the time, you made the correct decision and if we run that hand 100 times, 84 times you will correctly win all the money. ## Becoming “Input Orientated” For Lead Generation Lead generation campaigns (especially high value ones) require patience. This isn't always in sync with our paid media backgrounds where we expect quick results, full tracking transparency and a heavy focus on the sale (not the after sale). We need to shift our focus to be more “input orientated”. That’s how you win in the long term. Doing the right thing and applying the best strategy with the information we have at hand again and again, and the results will come. Focus on the factors you can control (in the case of PPC: making your ads as appealing as possible, offering value at every touchpoint between lead and sale, advising your client where they can improve their product offering, getting to know your best customers and making your hook that much more appealing than your competitors). ## Block Out The Noise Within the industry, there is an increasing sense of anxiety fuelled by unrealistic expectations set by the ever expanding [martech landscape](https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/). Various tools and software aim to “close the loop on reporting” and offer “unified, cross channel attribution visibility” and marketing departments understandably start to panic that they aren’t doing something right. Or that their competitors have a magic tool or data set that they don’t. I’m not advocating we abandon martech. Far from it. There are some excellent tools we use on a daily basis to automate processes and better understand our customer’s journeys, stage in the conversion funnel and repeat buying pattern. We’ve even built a few of our own. But we are very clear that these are meant to improve our advertising efforts, not solve them. Most martech in the leadgen space at the moment is trying to create a cookie cutter, replicative tool for all companies/industries but we know that every single business has unique technological debt and marketing stacks. Full transparency and closed loop full visibility attribution are a myth. Especially in the B2B lead gen space. Why? ## Humans buy services not robots. Humans lose proposal PDFs, turn up 24 hours early to webinars, share the wrong links with colleagues, spill coffee on their laptops and make decisions based on emotional factors rather than what’s best of the company they are working for (consciously or unconsciously). With high value B2B lead gen PPC (let’s use the example of enterprise cloud storage solutions), a successful deal could have a lifetime value well into 7 figures. All the marketing tech in the world isn’t going to help if you have a suboptimal offering compared with your competitors or if you make them wait on hold to reach a call centre for an initial query. If you do the right thing again and again in terms of messaging, constant improvement of your product, learning from your best customers and being “input orientated” with your media budgets: you can build a long term, sustainable marketing campaign and guide those leads through to high value deals. ## An ‘Input Orientated’ Checklist I run a PPC agency and over the last decade or so have been very fortunate to run lead generation campaigns for some of the leading organisations in the UK and further afield. I’ve had a peek behind the curtain of the inner workings of hundreds of very successful companies: their marketing departments and website infrastructures. From one person companies with industry changing ideas, to publicly listed companies with marketing budgets that would make your eyes water. All with the same goal: make my marketing budget stretch further and bring in more business than last year. This can be condensed into the following “Input Orientated” checklist. Many of the points sound simple, but my belief is that in our noisy digital marketing space, the simplest solutions are often the most elegant ones. Keep your product offering, market fit and customer journey front of mind at all times and focus on the levers that you control, and the results will look after themselves. ### Messaging - Unified, Cross Channel Messaging - From education to final sale - All your creative, marketing messages and remarketing lists working together across the various channels to stay front of mind at every stage in the process. ### Input - Be Input Orientated - Results down a bit day on day, week on week? Ask yourself if the data set is significant? - Are we still strong in terms of competitiveness, budgets, product offering? What are our competitors doing and how can we combat that? ### Linking - Your CRM (customer relationship management) system connected to your advertising data - This can sometimes be a tricky integration depending on the platform you use, but it will pay massive dividends in the long term - Again, don’t expect complete 100% visibility. People drop off, get busy, go on holiday, research on behalf of colleagues. - But this is integral towards optimising towards deal value rather than leads. A surprisingly common oversight we see again and again in lead gen campaigns. ### Deal - Deal not Lead Reporting - Instead of CPA, look at lifetime ROI - Instead of lead form submissions, look at assisted conversion from paid social, organic and email marketing. - Live dashboards, updated daily with data feeding in from your CRM - Constant analysis of your lead time (lead to deal) and comparison with previous quarters, financial years etc Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Human Led Automation For E-Commerce PPC - Part 1 When running a PPC campaign the most important question is usually; “how much can I afford to pay for my traffic that ensures we get enough volume](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1) [Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”.](https://cleandigital.co.uk/blog/reporting-beyond-average-position) [The Shady World Of Search (Partners) On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: The question](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap#blogposting", "url": "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap" }, "headline": "Input Orientated Mindset - When PPC And Poker Overlap", "description": "PPC and poker overlap in a number of ways, in poker, a common term you’ll hear amongst the pros is not to be “results orientated” - the same goes for PPC.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/ppc_and_poker.png" ], "datePublished": "2019-10-17T11:00:00.000Z", "dateModified": "2019-10-17T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "ppc and poker" ], "articleSection": [ "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Input Orientated Mindset - When PPC And Poker Overlap", "item": "https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators Markdown URL: https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators/index.md --- title: "Instagram: Working Towards Rewarding Original Creators" description: "It seems like Instagram is finally listening, with their announcement from the end of April showing they are willing to make a change in their algorithm." canonical: "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Instagram_algorithm_LI_.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 11 June 2024 3 minute read  ## Listen to this article Your browser does not support audio playback. I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how many times I’ve seen those smaller accounts I follow posting on how their engagement has tanked on the platform. Anyone who has a small business profile will know that it’s really hard to get a good following without spending days on content, encouraging users to engage and comment, and then still having to throw a bunch of money at ads. But it seems like [Instagram](https://www.instagram.com/) is finally listening, with their announcement from the end of April showing they are willing to make a change in their algorithm… so will the proposed updates make a difference? The algorithm update consists of: - A new input to ranking that will give smaller creators more distribution. - Replacing reposts with original content in recommendations. - Adding labels to reposted content, lining to the original creator. - Removing content aggregators from recommendations. Although the majority is more for reducing the number of reposted content, at least this new approach means that Instagram are going to “give all creators a more equal chance of breaking through to new audiences.” Previously Instagram tended to rank content depending on how large an accounts’ following was, which made it harder for smaller accounts to get eyes on their content. Now it seems that they will be moving to a step system based on engagement, if initial engagement with the content from a set audience with the content is good, it will move up a step to a slightly wider audience and so on. In the update, there is a lot of mention of “content”, but whether this applies to all formats or just reels is a little unclear at this point, as we know Instagram loves pushing on reels. For dealing with reposted content, Instagram is moving to show more original content in recommendations, and if reposted content is still shown, it will have a label to link it to the original creator to give viewers a chance to engage with the original. And if accounts repeatedly continue to post unoriginal content, namely aggregator accounts, they will be penalised and not be featured in areas where Instagram recommends content. However, these accounts will be reviewed and allowed into recommendations again after 30 days. This update will only be rolling out in a few months, but it’ll be intriguing to see if small businesses, and their audience, start seeing any improvements. Engagement will be key, so get liking, commenting and sharing those local creators! And as for the cat videos, hopefully I’ll still be able to get my fix, but at least it’ll hopefully be from the original posters and not some random account trying to sell me cheap shirts with my cat’s face on. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [Using Portfolio Bids To Set CPC Bid Limits Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) [Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you](https://cleandigital.co.uk/blog/value-rules) [Display Ads: Grow Traffic & Boost All-Channel Performance Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target](https://cleandigital.co.uk/blog/display-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators#blogposting", "url": "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators" }, "headline": "Instagram: Working Towards Rewarding Original Creators", "description": "It seems like Instagram is finally listening, with their announcement from the end of April showing they are willing to make a change in their algorithm.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Instagram_algorithm_LI_.png" ], "datePublished": "2024-06-11T07:50:00.000Z", "dateModified": "2024-06-11T07:50:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "instagram" ], "articleSection": [ "Insights", "News", "Instagram" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Instagram: Working Towards Rewarding Original Creators", "item": "https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad Markdown URL: https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad/index.md --- title: "LinkedIn Profile Targeting In Your Microsoft Ads Campaigns" description: "Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by using LinkedIn profile targeting." canonical: "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/LinkedIn_Profile_Targeting.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. It's [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 6 September 2019 2 minute read  ## Listen to this article Your browser does not support audio playback. Back in October 2018, Microsoft Ads [announced](https://about.ads.microsoft.com/en-us/solutions/audience-targeting/linkedin-profile-targeting) that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. - Company: e.g. Nike, Morgan Stanley, HSBC - Industry: retail, law practice, hospitality - Job function: human resources, marketing, legal It's available for the search, dynamic search, shopping, and audience campaigns. With this move, Microsoft has given itself a competitive advantage by adding a dimension that allows potential customers to put their ads in front of more tailored and suitable audiences. Especially useful for B2B lead generation campaigns and high end B2C campaigns. We're actively trying this out with some of our clients on the Microsoft Ads platform. Targeting at Industry and Job Function level (although not looking at Companies) allows us to look at relevant sectors to get an edge and bid up when we start to see significant, positive results. For example, 'computer software' may be relevant to the campaign as an Industry but 'accounting' is **_more_** relevant, and so there is a 200% bid adjustment made here to ensure that potential customers in this Industry are served this ad more prominently than in other targeted areas. However, it is also important to bear in mind the possible limitations of LinkedIn targeting. Whilst targeting is layered to include job functions, it does not go to such a granular level as job title yet. For instance, we can target people in marketing but not a job within this such as 'Head of Marketing', so the scope within this function can still be quite wide. Another drawback is that the targeting is only as good as what the user is willing to share about themselves on their LinkedIn profile, therefore is reliant on what people offer up in the first place. Microsoft is making great strides forward by including LinkedIn targeting as an extra option for people to use in their audiences and we expect to see a wider range of features being rolled out on Microsoft Ads in the very near future as they strive to be the B2B, desktop focused search engine of choice. - Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [The Shady World Of Search (Partners) On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: The question](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) [Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”.](https://cleandigital.co.uk/blog/reporting-beyond-average-position) [Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad#blogposting", "url": "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad" }, "headline": "LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad", "description": "Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by using LinkedIn profile targeting.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/LinkedIn_Profile_Targeting.png" ], "datePublished": "2019-09-06T11:00:00.000Z", "dateModified": "2019-09-06T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "linkedin profile targeting" ], "articleSection": [ "Insights", "Microsoft Ads", "LinkedIn" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad", "item": "https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/making-the-most-of-first-party-data Markdown URL: https://cleandigital.co.uk/blog/making-the-most-of-first-party-data/index.md --- title: "Making The Most Of First-Party Data" description: "Build trust and drive results with first-party data. Learn to deliver personalised, GDPR-compliant marketing in a privacy-first world." canonical: "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/first-party-data.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Making The Most Of First-Party Data But what exactly is first-party data, why does it matter, and how can brands harness it to build trust and deliver better advertising? First-party data [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 15 May 2026 4 minute read  ## In today’s evolving digital landscape, first-party data has become a cornerstone for businesses aiming to connect meaningfully with their audiences while respecting privacy. But what exactly is first-party data, why does it matter, and how can brands harness it to build trust and deliver better advertising? ### What Is First-Party Data And Why It Matters First-party data is information collected directly from your audience through their interactions with your website, app, or services. Unlike third-party data, which is gathered indirectly and often without explicit consent, first-party data is owned by you and gathered with clear user consent. This direct relationship means: - You have control and full ownership of the data. - Your audience has consented to the sharing of their information. - You can use this data in ways that need to be transparent and respectful. In a world where privacy concerns are rising and regulations tightening, this kind of data is gold. It’s the foundation for building trust and delivering personalised experiences that customers actually want. ### Consent Is Key The days of relying on third-party cookies for marketing are ending. Laws like the GDPR (EU), CCPA (California), and POPI (South Africa) are phasing out third-party cookies and demanding that brands evolve. Privacy laws like the GDPR aim to strike a balance between protecting individual privacy and allowing businesses to function effectively. Privacy is a fundamental right, but so is the ability for companies to engage with and serve their customers. This balance means businesses must thoughtfully manage how they use data - not to stop data use entirely, but to do so responsibly. Consent is vital, and consumers are becoming increasingly selective about how, where, and with whom they share their data. To ensure your strategy is effective: - ****Avoid Jargon:**** Don't rely on technical legalese in your cookie banners. Use simple, clear explanations about why data is collected and how it benefits the consumer. - ****Meaningful Privacy Policies:**** If policies are filled with vague language, users tend to click “accept” just to carry on without understanding the agreement. This undermines the goal of meaningful consent and erodes long-term trust. ### Making the most of it for your advertising **Customer Experience:** Use insights from first-party data to enhance the customer experience by personalising your website, emails, and ads. Tailored experiences feel more relevant and respectful, deepening customer loyalty. **Retargeting:** Reach out to users based on their previous interactions, preferences, and behaviours. This targeted approach reduces wasted ad spend and increases conversion rates. **Profiles:** Integrate first-party data with your CRM system to create fuller customer profiles. Track interactions across channels for a cohesive view of the customer journey. **Conversion Tracking and Attribution:** By linking advertising efforts with CRM data, you can track conversions more precisely. This means better optimisation of campaigns and smarter budget allocation. ### Sustainable Business Growth By focusing on first-party data for PPC, you not only comply with privacy laws but also create more relevant, efficient, and respectful advertising experiences. This approach nurtures trust with your audience and strengthens your business’s ability to thrive sustainably in a privacy-conscious world. When you treat data as a shared resource, that’s collected transparently and used thoughtfully, you can easily nurture relationships that last beyond clicks and conversions. ### To Sum Up... The shift towards a privacy-first world isn’t a hurdle to clear; it’s an opportunity to build a more resilient, honest brand. By prioritising first-party data, you’re choosing to invest in genuine relationships rather than just tracking pixels. Ultimately, the most sustainable way to grow is to treat your audience’s data with the respect it deserves - turning compliance into your greatest competitive advantage. When you lead with transparency, you don’t just gain data; you gain loyalty. Is your business ready for a privacy-first future? [Contact us today](https://cleandigital.co.uk/contact) to audit your data strategy. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! And please do [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304). ## Frequently asked questions What is the main difference between first-party and third-party data? First-party data is information you collect directly from your own audience via your website or app with their explicit consent. Third-party data is gathered by outside entities (often through cookies) from various sources across the web and is then sold to businesses. First-party data is generally more accurate, ethical, and reliable. How does first-party data help with UK GDPR compliance? Because first-party data relies on a direct relationship between the brand and the consumer, it allows for clear, transparent consent. By using your own data rather than third-party cookies, you have full visibility over how that data was collected, ensuring you meet the "lawful basis for processing" required by UK privacy laws. Can small businesses benefit from first-party data, or is it only for big brands? It is arguably even more important for small businesses. By focusing on your own email lists, website analytics, and customer feedback, you can compete with larger brands through highly personalised marketing. It allows for more efficient budget spend, as you are targeting people who have already shown a genuine interest in your specific services. Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [Why Marketing Must Move from Seasonal to Signal Led In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [CTR Is Not Dead. It's Just Changed Its Outfit. Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data#blogposting", "url": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data" }, "headline": "Making The Most Of First-Party Data", "description": "Build trust and drive results with first-party data. Learn to deliver personalised, GDPR-compliant marketing in a privacy-first world.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/first-party-data.png" ], "datePublished": "2026-05-15T15:03:00.000Z", "dateModified": "2026-05-15T15:03:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "first-party data", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Google Ads", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Making The Most Of First-Party Data", "item": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/making-the-most-of-first-party-data#faq", "mainEntity": [ { "@type": "Question", "name": "What is the main difference between first-party and third-party data?", "acceptedAnswer": { "@type": "Answer", "text": "First-party data is information you collect directly from your own audience via your website or app with their explicit consent. Third-party data is gathered by outside entities (often through cookies) from various sources across the web and is then sold to businesses. First-party data is generally more accurate, ethical, and reliable.
" } }, { "@type": "Question", "name": "How does first-party data help with UK GDPR compliance?", "acceptedAnswer": { "@type": "Answer", "text": "Because first-party data relies on a direct relationship between the brand and the consumer, it allows for clear, transparent consent. By using your own data rather than third-party cookies, you have full visibility over how that data was collected, ensuring you meet the "lawful basis for processing" required by UK privacy laws.
" } }, { "@type": "Question", "name": "Can small businesses benefit from first-party data, or is it only for big brands?", "acceptedAnswer": { "@type": "Answer", "text": "It is arguably even more important for small businesses. By focusing on your own email lists, website analytics, and customer feedback, you can compete with larger brands through highly personalised marketing. It allows for more efficient budget spend, as you are targeting people who have already shown a genuine interest in your specific services.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas Markdown URL: https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas/index.md --- title: "Mastering Your Market with Customer Personas" description: "Customer Personas: Customer, buyer, or marketing personas are the map to your customers and can be highly valuable tools in guiding your marketing strategy." canonical: "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Customer_Personas.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Mastering Your Market with Customer Personas There are many approaches to advertising, but a “one size fits all” targeting method will rarely provide the results you desire.Consider the [Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) 19 September 2023 7 minute read  ## Listen to this article Your browser does not support audio playback. There are many approaches to advertising, but a “one size fits all” targeting method will rarely provide the results you desire. Consider the (semi-sensical) analogy of fishermen blindly trawling the ocean with a giant net. Their efficiency would be much improved by knowing their catch; where are they found, what are their habits, what bait do you use, etc. Like frivolous fishermen, advertisers targeting an entire population are wasting their resources. By understanding your target market, you can focus your efforts on those most likely to bite. So, how do we better understand our audience? **Customer Personas:** Customer, buyer, or marketing personas are the map to your catch/customers and can be highly valuable tools in guiding your marketing strategy. **What are Customer Personas?** Customer Personas are semi-fictional characters based on your current or prospective customers. Each persona represents a distinguishable group of a business’s audience, often characterised by similar demographics, interests, behaviours or pain points. Typically, businesses will have multiple customer personas, each representing separate segments of their target market. This segmentation allows advertisers to focus their efforts. They can tailor their marketing strategies to meet each segment's needs and preferences effectively. Customer Personas can be a great instrument in applying the textbook STP (Segmentation, Targeting, Positioning) Model, a key marketing strategy. **Personas in Practice** Being the entrepreneurial go-getter you are, you’ve not only caught the fish from earlier but are now running a restaurant. Observing your clientele, you notice that they can be segmented into distinct groups, each with their own unique behaviours and needs: - Grannies: Women aged 60+ who come in for a coffee and cake mid-morning - Griswold's: Families who come in for dinner during the week - Geezers: Men aged 20+ who come to watch the sports with a drink Except for some potential cross over between the Griswold's and the other groups, each persona has distinct characteristics. With this said, if you chose to run a marketing campaign with one audience, you’d have to target and cater for everyone from Grannies to Geezers (…everyone?). Reflecting on the different habits of your customer base is crucial. Look at the types of products or services purchased, frequency of purchase or visit, days of the week, and time of the year. By identifying these patterns, you can define the characteristics that distinguish these customers. **Why You Need Customer Personas** Customer Personas can help you and your team to better understand your customers, allowing you to: 1. **Spend your marketing budget efficiently**: Simply, by focusing your advertising spend on your desired audience, and minimising wasted spend on anyone outside of your target market, you can improve marketing efficiency. 2. **Improve engagement with bespoke ads**: Understanding your customer personas allow for better positioning. You can tailor your messaging to meet the needs and preferences of each group. Like fishermen selecting their bait. For example, the Grannies, Griswold's, and Geezers all visit the restaurant for different reasons - morning coffee, midweek dinner, or for live sport. This patterned behaviour enables advertisers to tailor content for each group, such as offering cake and coffee discounts for Grannies, dinner discounts for the Griswold's, and live sport reminders for Gary. 3. **Reach customers on the right platform**: Different personas may be best reached in different places. By understanding this, you can coordinate your marketing efforts to reach the desired users in the right place and at the right time. **A Balancing Act** For the above reasons, Customer Personas can be a great way to exploit your understanding of your current customers. However, while they help you target known converting characteristics, they will not assist much in discovering new audiences. This is where a broad targeting approach earns its worth. It has the potential to reveal new audiences. Take the restaurant example: here, it might not yet be discovered that the venue will be a big hit with young couples, or people of even less predictable characteristics, like marathon runners or readers of true crime. So, while exploiting known converters in the form of customer personas is highly efficient, time and resources should also be reserved for exploring new audiences to allow growth. This balance is often referred to as the Exploration and Exploitation Framework. Many theorise that this is best struck at an 80:20 ratio, with 80% of resources dedicated to exploiting existing knowledge and 20% assigned to exploring new ideas or opportunities. But we can take a deeper dive into this on another day. **Personas in Practice: Their Role in Digital Marketing** The targeting capabilities of digital marketing platforms only continue to grow. From Job Title targeting on LinkedIn, relationship status on Meta, to the content users engage with on TikTok, the tools to get granular with your targeting (and recreate your customer personas) are in abundance. Keeping it simple, let's create an audience for the beforementioned "Geezers", using Meta's (Facebook & Instagram) targeting options: Demographics: - Age: 21-40 - Gender: Male - Location: Edinburgh Interests: - Pubs Goers - Beer, Alcohol, Restaurants, etc - Football Fans - Football media, Premier League, World Cup, etc With the above targeting, we have created an audience of between 43,000 and 50,000 people. Depending on our campaign strategy and objectives, we can narrow or grow our audience with each detail we include. For example, if we decided to grow our audience above, we could alter our restrictions to find football _**or**_ rugby fans – doing so would grow our audience by an extra 4,000 users. In comparison, if we only targeted users in Edinburgh, our audience would be between 454,000 and 534,000 in size. This 10 to 1 difference in audience size, between broad and a specific targeting, helps to illustrate the importance of defining our audiences: to focus spend on our target market and reduce wasted spend on those outside it. **In Summary** Customer personas play a critical role in digital marketing, helping businesses to understand their audiences better and tailor their marketing strategies accordingly. They allow us to focus our marketing efforts on the right people, at the right time, and in the right place. Whether it's creating more relevant ad content, optimising our advertising spend, or reaching customers on their preferred platform, the benefits of using customer personas are clear. As we move towards an increasingly personalised marketing landscape, understanding and applying customer personas becomes not just beneficial, but essential for businesses seeking to connect with their customers effectively and efficiently. Just as a seasoned fisherman understands the importance of knowing their catch, in the ever-evolving world of digital marketing, customer personas remain a steadfast tool for understanding and defining your audience. **Customer Personas Template** Finally, we’ve created a Customer Persona Template, which you can find below. Use this to map out your customer segments, identify their unique characteristics, behaviours, and needs. Remember, the more you understand your customer, the better you can serve them. And if you need any further assistance in refining your digital marketing strategy or understanding your audience, our team at Clean Digital is always here to help. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Patrick McLean Contributor Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about [customer personas](https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas) and using [customer location data](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) to plan business expansion. [More articles by Patrick McLean](https://cleandigital.co.uk/blog/authors/patrick-mclean) ## Share this article ## Related articles [Colourful Solutions: Automate Image “Color” Attribute With Python We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However,](https://cleandigital.co.uk/blog/automate-image-color) [Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here?](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas#blogposting", "url": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas" }, "headline": "Mastering Your Market with Customer Personas", "description": "Customer Personas: Customer, buyer, or marketing personas are the map to your customers and can be highly valuable tools in guiding your marketing strategy.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Customer_Personas.png" ], "datePublished": "2023-09-19T09:34:00.000Z", "dateModified": "2023-09-19T09:34:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Patrick McLean", "url": "https://cleandigital.co.uk/blog/authors/patrick-mclean", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/patrick_final.webp", "jobTitle": "Contributor", "description": "Patrick brings 4 years of specialist knowledge in paid search and paid social since 2022, focusing on maximising ROI and performance for clients. He writes about customer personas and using customer location data to plan business expansion." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "customer personas" ], "articleSection": [ "Tips", "Facebook Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Mastering Your Market with Customer Personas", "item": "https://cleandigital.co.uk/blog/mastering-your-market-with-customer-personas" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas Markdown URL: https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas/index.md --- title: "Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs" description: "Maximise hotel revenue: Hotel brands fail in PPC by undervaluing conversions. Spend smarter, not just on room cost, to beat OTAs." canonical: "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Maximise_Hotel_Revenue.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 9 February 2024 4 minute read  ## Listen to this article Your browser does not support audio playback. ## **When it comes to performance marketing, majority of hotel brands are setting themselves up for failure...** Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep pockets of online travel agents (OTAs), such as [Booking.com](https://www.booking.com/). Booking.com's business model is not too dissimilar to Amazon's retail strategy. They're big and savvy enough to know that a substantial chick share equals a winning formula against independents, thanks to their vast array of hotel options and user-friendly site. Now, going back to my opening paragraph, independent hotels put themselves on the back foot from the get go due to their approach to data analysis. Revenue is measured and attributed simply by the cost of the hotel room itself (say, £500 for a 2 night stay), but there is so much more value generated post-conversion that isn’t attributed into models. You pay for your stay, again using the earlier £500 example. Upon arrival and throughout your stay, you indulge in various activities and services: you enjoy a couples massage (+£250), you play a round of golf including club rental, cart, caddy & shoe hire (+£200), you grab afternoon tea (+£40) and eat lunch and dinner in the hotel restaurant each day (+£300). This brings your total spending up to £1,290. However, usually only the initial £500 payment for the room reservation is recorded as revenue generated by the PPC campaign, even though the actual value created from the conversion is considerably higher. This approach is highly flawed and results in the business undervaluing the user at the point of click. This then leads to short term scaling issues, before eventually causing long term 'big fish eats little fish' issues, as the larger, more data driven OTAs dominate. Whilst the picture I’ve painted is one of doom & gloom, it doesn’t need to be that way. Regardless of size, if hotels start looking at data differently these short and long term issues can be avoided. A hotel group may task its marketing team or agency with the goal of achieving revenue at a specific return on investment. For example, they may set a target of 10:1 target, meaning that for every £1 spent on advertising, they aim to make £10 in revenue. Or, the approach could be that the team can spend 10% of the revenue generated on the costs associated with acquiring the customer. In these two different approaches, the amount we’re willing to spend varies by some margin. On the outdated model, the one where only the room booking is counted as revenue, we can spend up to £50. On the advanced model, that number increases to £129. This higher figure allows advertisers to push positions, bid more aggressively, expand to broader terms, and still convert profitably despite generating bookings at lower conversions rates. In some extreme cases, the ability to maximise click shares can be achieved, freeing up capital to invest in brand awareness channels to further grow market share - and that is before any aspect of life time value (LTV) is considered. There are various ways to leverage this process, not just in a single example, but at scale across all consumers who make purchases through paid serach. At the core of these methods is Value-Based Bidding (VBB). Since nearly all modern PPC bidding strategies revolve around platform data optimisation, VBB is essential for scaling up in today's digital landscape. ### **Lead value captured via PPC campaigns...** Unsure where to start with VBB? We've got you covered! Our data team have developed a state-of-the-art tool that does just that, at scale, across [Google Ads](https://ads.google.com/home/), [Microsoft Ads](https://ads.microsoft.com/?n1pq=1ed5d766-e8ce-40a7-bf8d-fa8467595688&fdmkt=en-gb&fdiso=gb&fdtz=0), [Meta](https://www.facebookblueprint.com/student/path/219703-ads-manager-basics) & more! Introducing... [SignalPulse](https://cleandigital.co.uk/signalpulse). Looking to take your digital hotel strategy to the next level? Get in touch to find out more! As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [Programmatic Advertising: A Simple Guide You’ve probably heard the term 'programmatic advertising' being tossed about in digital marketing circles lately, but what exactly does it mean? And how is](https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide) [Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP! Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) [Clean Digital: PPC Agency of the Year 2023 Founded back in the summer of 2012, Clean Digital is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas#blogposting", "url": "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas" }, "headline": "Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs", "description": "Maximise hotel revenue: Hotel brands fail in PPC by undervaluing conversions. Spend smarter, not just on room cost, to beat OTAs.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Maximise_Hotel_Revenue.png" ], "datePublished": "2024-02-09T15:57:00.000Z", "dateModified": "2024-02-09T15:57:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "maximise hotel revenue" ], "articleSection": [ "Insights", "Google Ads", "Automation", "News", "Value-Based Bidding" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs", "item": "https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy Markdown URL: https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy/index.md --- title: "Meta Andromeda: What It Means for Your Meta Ads Strategy" description: "Discover how Meta Andromeda, is transforming Facebook and Instagram advertising, and how to adapt effectively." canonical: "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/website-dall-e-images-14.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Meta Andromeda: What It Means for Your Meta Ads Strategy For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 12 November 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## Meta Andromeda: The AI Shift Reshaping Facebook and Instagram Advertising For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered demographics with interests, and split-tested our way to incremental gains. But Meta Andromeda: [Meta's new AI system](https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/) is fundamentally changing the rules of the game. This isn't another minor algorithm update you can afford to ignore. Meta Andromeda represents a complete rebuild of how Meta decides which ads to show, shifting the balance of power from targeting strategy to creative execution. If your campaigns are still built on the old playbook, performance is likely already telling you something's changed.  ### Our understanding of what Andromeda Actually Does Andromeda is Meta's new AI engine that powers the candidate retrieval stage of ad delivery. This is essentially the point where Meta decides which ads could be shown to each user. The previous system struggled under the weight of modern advertising volume. Andromeda, built on new hardware and advanced machine learning, can analyse exponentially more ad options and match them to users with far greater precision. The practical difference? The old system identified broad preferences: "this person likes running." Andromeda identifies specific intent: "this person is interested in the latest running shoes, likely for an upcoming marathon, and typically browses on mobile in the evening." It's not just faster targeting. It's a fundamentally different approach to personalisation. One that relies heavily on what you create, not just who you select. #### Why Creative Now Outweighs Targeting Andromeda learns directly from your ad variations. It analyses which messages, visuals, and formats resonate with different audience segments, then automatically delivers the optimal match to each individual. This means the creative variety you provide has become more valuable than the targeting parameters you set. Your job is no longer to manually identify and segment audiences, it's to supply enough creative diversity that Andromeda can personalise delivery at scale. A campaign with one strong creative and 47 audience segments will underperform against a campaign with 30 varied creatives and broad targeting. The complexity has shifted from structure to content. #### How to Adapt Your Campaign Strategy Based on what we're seeing across accounts, here's what works: - Simplify campaign structure aggressively One campaign per objective. Broad targeting. Minimal ad sets. Let Andromeda handle the segmentation through creative matching, not manual audience splits. - Lean into Advantage+ automation Meta's automation tools are no longer optional extras, they're core to how Andromeda functions. Resistance at this stage means fighting the system that's already optimising for you. - Prioritise creative range over minor variations Don't just test headline tweaks. Develop genuinely distinct creatives that explore different concepts, tones, and value propositions. Aim for 10–30 creatives that give Andromeda real variety to learn from. Experiment with User Generated Content, Testimonials, “How to” Videos, Founders' Stories. The options are endless. - Ensure tracking infrastructure is robust Your pixel, Conversion API, and tracking setup are now critical inputs. Andromeda's personalisation is only as effective as the data signals you provide. Clean, consistent data equals better performance. The pattern is clear: simpler structure, deeper creative strategy. #### Performance Reality Check Meta reports an 8% improvement in ad quality from Andromeda testing. That's measurable, but it's not guaranteed. Strong creative variety + accurate data signals = Andromeda delivers meaningful performance gains. Weak creative library + poor tracking = average results that don't justify the hype. This system amplifies what you put into it. It's not a shortcut, it's a multiplier for advertisers who adapt their approach. Practical Implementation Checklist 1. **Consolidate campaigns.** Strip back unnecessary complexity. One clear objective, broad audience parameters. 2. **Build 10–30 distinct creatives** exploring different angles, not just cosmetic variations of the same ad. 3. **Evaluate by** **concept**, not by component. Track which creative themes perform, rather than obsessing over individual headline performance. 4. **Maintain fresh** **creative rotation.** Andromeda learns from live performance data. Static creative libraries produce static results. ### Key Takeaway: Meta Andromeda isn't just another platform update, it's a strategic pivot in how Meta's advertising system operates. The brands seeing the strongest performance aren't the ones with the most sophisticated audience targeting. They're the ones investing in creative variety and feeding the system quality data signals. Traditional targeting skills haven't become obsolete, but they've become secondary. In this new Meta Andromeda era, your creative strategy is your competitive edge. If you're still spending more time refining audience segments than developing creative concepts, you're optimising for yesterday's algorithm. The system has changed. The question is whether you'll adapt your strategy before your competitors do, or wait until the performance gap makes the decision for you. If you'd like to learn more, [get in touch](https://cleandigital.co.uk/contact)! ## Frequently asked questions What is Meta's Andromeda AI, and how does it affect advertising? Andromeda is Meta's new AI engine, streamlining the ad delivery process by analysing more ad options and precisely matching them to users. It signifies a shift in advertising focus from detailed targeting to creative execution, requiring marketers to adapt their strategies accordingly. Why is creative content more critical than audience targeting with Andromeda? With Andromeda, the AI learns from different ad variations provided and tailors ads to individual users based on creative resonance rather than predefined targeting parameters. Thus, a broader array of creative content becomes more valuable for effective advertising. How should campaign strategies change in response to Andromeda? Simplifying campaign structures, leveraging Meta's automation tools, prioritising creative diversity, and ensuring robust tracking systems are key. Instead of focusing on numerous audience segments, concentrate on creating a variety of compelling ad creatives. What results can advertisers expect when using Andromeda's AI system? Advertisers can anticipate improved ad quality with Andromeda, yet outcomes heavily depend on the quality of creative content and tracking data. Brands investing in creative variety and comprehensive data signals can see significant performance gains. Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) [Using Google Trends for UK Consumer Sentiment Analysis For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) [Content-Specific Paid Media Strategy: Making Content Work Harder The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy#blogposting", "url": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy" }, "headline": "Meta Andromeda: What It Means for Your Meta Ads Strategy", "description": "Discover how Meta Andromeda, is transforming Facebook and Instagram advertising, and how to adapt effectively.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/website-dall-e-images-14.png" ], "datePublished": "2025-11-12T14:53:00.000Z", "dateModified": "2025-11-12T14:53:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Meta Andromeda" ], "articleSection": [ "Meta Ads", "Advanced Marketing Insights", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Meta Andromeda: What It Means for Your Meta Ads Strategy", "item": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy#faq", "mainEntity": [ { "@type": "Question", "name": "What is Meta's Andromeda AI, and how does it affect advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Andromeda is Meta's new AI engine, streamlining the ad delivery process by analysing more ad options and precisely matching them to users. It signifies a shift in advertising focus from detailed targeting to creative execution, requiring marketers to adapt their strategies accordingly.
" } }, { "@type": "Question", "name": "Why is creative content more critical than audience targeting with Andromeda?", "acceptedAnswer": { "@type": "Answer", "text": "With Andromeda, the AI learns from different ad variations provided and tailors ads to individual users based on creative resonance rather than predefined targeting parameters. Thus, a broader array of creative content becomes more valuable for effective advertising.
" } }, { "@type": "Question", "name": "How should campaign strategies change in response to Andromeda?", "acceptedAnswer": { "@type": "Answer", "text": "Simplifying campaign structures, leveraging Meta's automation tools, prioritising creative diversity, and ensuring robust tracking systems are key. Instead of focusing on numerous audience segments, concentrate on creating a variety of compelling ad creatives.
" } }, { "@type": "Question", "name": "What results can advertisers expect when using Andromeda's AI system?", "acceptedAnswer": { "@type": "Answer", "text": "Advertisers can anticipate improved ad quality with Andromeda, yet outcomes heavily depend on the quality of creative content and tracking data. Brands investing in creative variety and comprehensive data signals can see significant performance gains.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful Markdown URL: https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful/index.md --- title: "Meta’s Ads Library just got more useful" description: "Meta Ads Library adds WhatsApp filtering and ‘low impression’ labels. Discover how these updates provide deeper competitive intelligence for your PPC strategy." canonical: "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/meta-ads-library-4n8vd.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Meta’s Ads Library just got more useful (and here’s why it matters for 2026) Firstly, you can now filter Ads Library results by WhatsApp. That’s a big deal. WhatsApp has always been there in Meta’s ecosystem, but until now [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) 8 January 2026 2 minute read  ## Meta has quietly rolled out two updates to the Ads Library that might look small but are pretty telling if you spend your days inside ad accounts like we do. Firstly, you can now filter Ads Library results by WhatsApp. That’s a big deal. WhatsApp has always been there in Meta’s ecosystem, but until now it’s been hard to see how (or if) competitors are really using it. Being able to spot who’s testing ads on WhatsApp, and what those ads look like, gives advertisers a much earlier signal on where Meta is likely to push harder next. Secondly, Meta has added a ‘low impression’ label to ads with fewer than 100 impressions. Sounds minor but it adds much needed context. It helps separate ads that are genuinely underperforming from those that are simply brand new or still learning. Anyone who’s ever tried to benchmark competitor creative will know how often that distinction matters.  From a PPC perspective, this is all pointing in one direction: better competitive intelligence, if you know how to use it. As we look toward 2026, these kinds of signals will matter more. Platforms are getting more complex, not less. Understanding where competitors are testing, when ads are actually gaining traction and which channels are being quietly scaled will be just as important as CTRs and CPAs. Used properly, the Ads Library shifts from a source of ideas to a tool for staying one step ahead. Worth keeping an eye on. ### **Key Takeaways for 2026 PPC Strategy** - **Intelligence over Metrics:** Competitive signals now matter as much as your own CTRs. - **Scaling Secrets:** Watch the Ads Library to see which channels (like WhatsApp) rivals are quietly scaling. - **Context is King:** Use labels like 'low impressions' to accurately judge the health of competitor creative. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions Why is the new WhatsApp filter in the Meta Ads Library significant? The WhatsApp filter allows advertisers to see exactly how competitors are utilizing the platform for the first time. This provides early signals on whether competitors are testing direct-to-chat strategies, helping you stay ahead of Meta’s push into business messaging. What does the ‘low impression’ label mean for my competitor research? A ‘low impression’ label is applied to ads with fewer than 100 impressions. This context is vital because it helps you distinguish between a new ad that is still in the "learning phase" and an established ad that is genuinely underperforming or not being scaled. How do these Ads Library updates impact PPC strategy in 2026? As digital platforms become more complex, these updates shift the Ads Library from a simple "inspiration gallery" into a powerful competitive intelligence tool. They allow brands to monitor where rivals are testing new content and which channels they are quietly scaling before they become mainstream. Article author ## Declan McGinley Former contributor [More articles by Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Share this article ## Related articles [Progress Beats Promises: The Shift from Deferred Value to Instant Relevance We are operating in an era of sustained uncertainty rather than short-term disruption. Economic volatility, geopolitical instability, climate anxiety,](https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance) [2025 in Review & The Digital Marketing Shifts Shaping 2026 This has been an unbelievable year for the digital marketing landscape. I am sure that most people will underline that 2025 has been mostly shaped by the](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) [The Rising Costs of Digital Advertising The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful#blogposting", "url": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful" }, "headline": "Meta’s Ads Library just got more useful (and here’s why it matters for 2026)", "description": "Meta Ads Library adds WhatsApp filtering and ‘low impression’ labels. Discover how these updates provide deeper competitive intelligence for your PPC strategy.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/meta-ads-library-4n8vd.png" ], "datePublished": "2026-01-08T16:57:00.000Z", "dateModified": "2026-01-08T16:57:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Ads Library" ], "articleSection": [ "Meta Ads", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Meta’s Ads Library just got more useful (and here’s why it matters for 2026)", "item": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful#faq", "mainEntity": [ { "@type": "Question", "name": "Why is the new WhatsApp filter in the Meta Ads Library significant?", "acceptedAnswer": { "@type": "Answer", "text": "The WhatsApp filter allows advertisers to see exactly how competitors are utilizing the platform for the first time. This provides early signals on whether competitors are testing direct-to-chat strategies, helping you stay ahead of Meta’s push into business messaging.
" } }, { "@type": "Question", "name": "What does the ‘low impression’ label mean for my competitor research?", "acceptedAnswer": { "@type": "Answer", "text": "A ‘low impression’ label is applied to ads with fewer than 100 impressions. This context is vital because it helps you distinguish between a new ad that is still in the "learning phase" and an established ad that is genuinely underperforming or not being scaled.
" } }, { "@type": "Question", "name": "How do these Ads Library updates impact PPC strategy in 2026?", "acceptedAnswer": { "@type": "Answer", "text": "As digital platforms become more complex, these updates shift the Ads Library from a simple "inspiration gallery" into a powerful competitive intelligence tool. They allow brands to monitor where rivals are testing new content and which channels they are quietly scaling before they become mainstream.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend Markdown URL: https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend/index.md --- title: "The Rising Costs of Digital Advertising" description: "Discover strategies to optimise your marketing budget amid the rising costs of digital advertising. Learn to adapt and thrive in today's competitive landscape." canonical: "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/rising-costs-of-digital-advertising.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Rising Costs of Digital Advertising The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 11 December 2025 6 minute read  ## The rising costs of digital advertising is no secret. Advertisers, from small businesses to global corporations, are feeling the pinch as the cost of reaching potential customers climbs higher. The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is fundamentally changing the economics of media spend and forcing everyone to rethink their strategies. ### Riding the Wave of Rising Costs of Digital Advertising The escalating prices for digital ads aren't a coincidence; they're the result of a perfect storm of interconnected factors. The first and most obvious culprit is increased competition. When the COVID-19 pandemic accelerated the shift to online commerce by years, it also brought a flood of new advertisers into the digital space. More brands vying for the same limited ad inventory on platforms like Google and Meta naturally drives up prices in an auction-based system. It's simple supply and demand: more bidders for a fixed number of ad slots means higher costs. Another significant factor is economic inflation. Just as the price of groceries and petrol has risen, so have the operational costs for businesses, including their advertising budgets. Many companies are spending more just to maintain the same level of visibility they had before. This inflationary pressure is evident across the board, from search ads to programmatic display and social media. Beyond market forces, platform changes are also playing a role. Google, for instance, has introduced richer search features and generative AI results. While these features are designed to improve the user experience, they can also reduce the number of clicks on traditional ads, as users get their answers directly from the search results. Fewer clicks for advertisers mean intensified competition for the remaining clicks, which, in turn, pushes CPCs even higher. Similarly, the rise of automated bidding systems like Google's Performance Max, while effective for some, often bids higher to maximise conversions, contributing to the overall cost increase. ### The Impact on Buying Power 💸 For advertisers, the real consequence of rising CPCs and CPMs is a decrease in the buying power of media spend. In plain terms, your budget simply doesn't go as far as it used to. - Fewer Clicks, Same Budget: If the average CPC for your industry jumps from £2 to £3, a £1,000 budget will now only get you about 333 clicks instead of 500. This directly impacts the amount of traffic you can drive to your website or landing pages. - Reduced Reach and Awareness: For brand-building campaigns focused on impressions, a higher CPM means you can show your ad to fewer people. A CPM increase from £8 to £10 means your £1,000 budget will get you 100,000 impressions instead of 125,000, limiting your brand's reach. This erosion of buying power forces marketers to make tough choices. It's no longer just about increasing ad spend; it's about being more strategic than ever. Businesses that used to rely on broad, top-of-funnel campaigns are now re-evaluating their strategies to focus on more efficient channels and tactics. The emphasis has shifted from simply acquiring clicks to acquiring high-quality, high-value customers. ### How To Track Changes In Base Costs Whilst those base cost increases are unavoidable, but should be closely monitored as they directly impact future buying power as detailed above. To at the very least maintain buying power amidst the rising costs of digital advertising, it is recommended that brands increase channel spending by the percentage changes in base costs. Google themselves don’t tend to publish numbers on annual CPC changes but there are often articles every few months on the likes of Search Engine Land ([Search Engine Land - News, Search Engine Optimization (SEO), Pay-Per-Click (PPC)](https://searchengineland.com/)), such as ([CPC inflation: How fast are Google Ads costs rising?](https://searchengineland.com/cpc-inflation-google-ads-costs-rising-fast-454291)) which can provide great context on how much those CPCs are changing year-on-year. The average rate for the last couple of years is around 10%. Meta provides much more insight on costs, which fall under their ‘Average Price Per Ad YoY Percentage Change’ ([Earnings Presentation - Q2 2025](https://s21.q4cdn.com/399680738/files/doc_downloads/Earnings-Presentation-Q2-2025-FINAL.pdf)) tab in their quarterly presentations. That mark was a 17% increase y/y for Q2 2025. It is important to note that a lot of the available data is all based around averages and it’s important to keep track of how your own CPC/CPMs are increasing between periods. These changes also don’t factor in changes in strategy, which may see different or adjusted targeting options selected as part of campaigns. ### Adapting to a Costly Landscape Surviving and thriving in this new environment requires a more sophisticated approach. Instead of panicking, smart advertisers are getting back to basics and looking for new ways to optimise their campaigns. **1. Focus on Quality Score and Ad Relevance**: Platforms like Google Ads reward relevant, high-quality ads with lower CPCs. By improving ad copy, using more specific keywords, and ensuring a great landing page experience, you can increase your Quality Score and effectively reduce your cost per click. **2. Rethink Bidding Strategies**: Automated bidding can be a double-edged sword. While it can be very effective, it's not a set-it-and-forget-it solution. Advertisers are increasingly using a mix of manual and automated bidding to maintain greater control over their costs while still leveraging platform intelligence. **3. Explore New Channels**: When a platform gets too expensive, it's time to explore alternatives. TikTok, Pinterest, and even podcast advertising may offer lower CPMs and CPCs, providing a less competitive environment to reach new audiences. **4. Prioritise Lifetime Value (LTV)**: As customer acquisition costs (CAC) rise, the importance of customer retention and lifetime value becomes paramount. It's better to pay a higher CPC for a customer who will make multiple purchases over time than to acquire a cheap click from a one-time buyer. The takeaway is clear: the era of cheap and easy digital advertising is over. With the rising costs of digital advertising, the current climate is forcing marketers to be smarter, more creative, and more data-driven. The companies that will win aren't necessarily the ones with the biggest budgets, but the ones with the most strategic approach. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact). ## Frequently asked questions What is a "good" CPC or CPM? There is no single "good" number, as costs vary widely by industry, platform, and geography. For example, the legal or finance industries will have a much higher average CPC than e-commerce or retail. A more useful question is: what is the CPC or CPM that allows me to hit my business goals and maintain a positive ROI? Why do some industries have much higher CPCs than others? Higher CPCs are usually found in industries with a high customer lifetime value (LTV). For example, a law firm can afford to pay a high CPC because a single new client could be worth thousands of pounds. Similarly, the competition for high-value keywords in the B2B software space drives up costs significantly. Given that paid search works on an auction basis, the market will always decide the top price in those auctions. Those advertisers who can analyse their data better than others or incorporate CLTV into how they bid for new customers will inevitably be able to bid higher than others, so make sure you’re analysing your own data properly. Is this trend of rising costs going to continue? Experts predict that the trend of increasing digital ad costs will continue, albeit at a fluctuating pace. Factors like competition and inflation aren't going away. However, platforms will continue to evolve, and new ad channels will emerge, offering new opportunities for advertisers to find efficiency. The key is to stay informed and be agile. Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [2025 in Review & The Digital Marketing Shifts Shaping 2026 This has been an unbelievable year for the digital marketing landscape. I am sure that most people will underline that 2025 has been mostly shaped by the](https://cleandigital.co.uk/blog/2025-in-review-whats-next-the-digital-marketing-shifts-shaping-2026) [Are micro conversions the most underused advantage in PPC?? Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) [Using Google Trends for UK Consumer Sentiment Analysis For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods](https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend#blogposting", "url": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend" }, "headline": "The Rising Costs of Digital Advertising", "description": "Discover strategies to optimise your marketing budget amid the rising costs of digital advertising. Learn to adapt and thrive in today's competitive landscape.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/rising-costs-of-digital-advertising.png" ], "datePublished": "2025-12-11T16:59:00.000Z", "dateModified": "2025-12-11T17:09:25.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "rising costs of digital advertising" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Rising Costs of Digital Advertising", "item": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend#faq", "mainEntity": [ { "@type": "Question", "name": "What is a \"good\" CPC or CPM?", "acceptedAnswer": { "@type": "Answer", "text": "There is no single "good" number, as costs vary widely by industry, platform, and geography. For example, the legal or finance industries will have a much higher average CPC than e-commerce or retail. A more useful question is: what is the CPC or CPM that allows me to hit my business goals and maintain a positive ROI?
" } }, { "@type": "Question", "name": "Why do some industries have much higher CPCs than others?", "acceptedAnswer": { "@type": "Answer", "text": "Higher CPCs are usually found in industries with a high customer lifetime value (LTV). For example, a law firm can afford to pay a high CPC because a single new client could be worth thousands of pounds. Similarly, the competition for high-value keywords in the B2B software space drives up costs significantly. Given that paid search works on an auction basis, the market will always decide the top price in those auctions. Those advertisers who can analyse their data better than others or incorporate CLTV into how they bid for new customers will inevitably be able to bid higher than others, so make sure you’re analysing your own data properly.
" } }, { "@type": "Question", "name": "Is this trend of rising costs going to continue?", "acceptedAnswer": { "@type": "Answer", "text": "Experts predict that the trend of increasing digital ad costs will continue, albeit at a fluctuating pace. Factors like competition and inflation aren't going away. However, platforms will continue to evolve, and new ad channels will emerge, offering new opportunities for advertisers to find efficiency. The key is to stay informed and be agile.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be Markdown URL: https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be/index.md --- title: "Number 1 In Search Results: Is It The Best Place To Be?" description: "Number 1 in the Search results might sound like the ideal place to be, but it isn't necessarily going to get you the best return for your budget." canonical: "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/number_1_in_search_results.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Number 1 In The Search Results: Is This Really The Best Place To Be? Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best [Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) 24 November 2021 3 minute read  ## Listen to this article Your browser does not support audio playback. Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best return for your ad spend, and at the end of the day, that's much more important. So, here are three things to consider before you start cranking up your bids to outrank the competition. ## What are you trying to achieve? If the answer is _brand protection_ because competitors are bidding on your brand terms, then it makes sense to be in the top spot. You'll have all the advantages of being the brand, such as high search relevancy ratings, which will benefit you with lower click costs, and by bidding up to maintain your position, you'll force your competitors to pay a premium to steal your traffic. If, however, the answer is a _strong ROI_, then maybe paying extra for clicks isn't going to be worth it. You might get more clicks in first position, but it will be more expensive, and every extra penny or cent you pay for that click will cut into your profitability. Your conversion rate won't be any different in first position or third, so why pay more? ## How much search volume is there? If you are a small business in a niche industry or a local firm serving a small area, then search traffic will be limited. In this case, you need to capture all the relevant traffic you can, so bidding for the number 1 spot makes more sense. In general, the search competition isn't going to be that high for these types of businesses, and the price you pay for the top spot will reflect that. However, if there is a huge amount of traffic available, for terms like 'women's shoes', 'package holidays', or 'computer hardware', and competition is high, then you need to consider if the extra costs required for a higher search position is going to pay off. And unless you have an unlimited budget, you need to focus on getting the most clicks for your budget, and lower click costs will mean you can get more clicks for the amount of money you have available. ## How unique is your offering? Suppose you provide a very similar product or service to the competition. In that case, searchers are more likely to click on several different ads to see who has the best deal. For example, if you are a travel agent that sells similar holiday packages to your competitors, then there is little point in paying extra for the top position if web users will open three or four tabs to compare what's on offer from different websites. But, if you have something different to offer, such as handmade items, ethical products, or a bespoke service, then you’ll want to be seen first to get that message across before searchers have a chance to check out other websites. You'll need to make sure your ad copy tells searchers why your product is unique, and your landing page should focus on your USP to drive that message home. ## To sum up... Top position in the search results will usually mean more clicks but these will come at a higher cost. So, consider if you need the extra visibility, how much the additional costs will affect your return on ad spend, the amount of traffic available, and how the uniqueness of your product will affect user behaviour. Article author ## Christina McLeod Contributor Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about [PPC account structure](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022), search ad positioning and using [user-generated content](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) in social ads. [More articles by Christina McLeod](https://cleandigital.co.uk/blog/authors/christina-mcleod) ## Share this article ## Related articles [Voice Search Integration Into PPC We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) [10 Ad Extensions To Boost Your Google Search Ads Failing to use ad extensions on Google Search Ads is one of the biggest mistakes made by inexperienced advertisers. Extensions are extra relevant information](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads) [5 Tips for Christmas Campaigns It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be#blogposting", "url": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be" }, "headline": "Number 1 In The Search Results: Is This Really The Best Place To Be?", "description": "Number 1 in the Search results might sound like the ideal place to be, but it isn't necessarily going to get you the best return for your budget.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/number_1_in_search_results.png" ], "datePublished": "2021-11-24T12:00:00.000Z", "dateModified": "2021-11-24T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Christina McLeod", "url": "https://cleandigital.co.uk/blog/authors/christina-mcleod", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/christina%20mcleod%20clean%20digital%20transparent%20headshot.png", "jobTitle": "Contributor", "description": "Christina utilises 2 years of experience in paid search and PPC execution to drive effective campaign performance and client success. She writes about PPC account structure, search ad positioning and using user-generated content in social ads." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "number 1 in search results" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Number 1 In The Search Results: Is This Really The Best Place To Be?", "item": "https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits Markdown URL: https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits/index.md --- title: "Portfolio Bidding With Max CPCs" description: "Have you tried using Portfolio Bidding to control your CPCs yet? If you're ready to take your PPC strategy to the next level, give it a go and see the results." canonical: "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Portfolio_Bidding.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Using Portfolio Bids To Set CPC Bid Limits Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 28 May 2024 2 minute read  ## Listen to this article Your browser does not support audio playback. **Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to help: Portfolio Bidding with max CPCs. If used correctly, these can help reduce wasted spend.** High CPCs aren’t always bad. Sometimes Google will up the bid if it believes that a conversion is going to occur, so it's not always a reason to jump to max bids! But if you are seeing CPCs that are substantially higher than your account average then this might be where you consider utilising a [portfolio bidding](https://support.google.com/google-ads/answer/6263072?hl=en-GB) strategy. You can do this through Tools > Budgets & Bidding > Bid Strategy. Select your Smart Bidding strategy that you are currently using, you are going to put in the same tROAS, but what we are looking for is hidden in _Advanced options_. Portfolio Bidding gives you more control and flexibility over your ad spend. Do's and Don’ts: - Don't limit your account by setting the CPC too low. Give Google room to grow so look at setting it higher than your desired CPC - just giving that CPC a ceiling which stops it from being far too high. - Look at your average CPCs for this as a GUIDE…again, do not base it off this. Performance will suffer if you do. - Remember it! Regularly monitor and adjust your settings. Do not set and forget - you might find that your Christmas sale gets a wee bit limited if so. Thanks for reading! Have you tried using Portfolio Bidding to help control your CPCs yet? If you're ready to take your PPC strategy to the next level, give it a go and see the results. Need some help optimising your bids? Why not get in touch with us today?! As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Share this article ## Related articles [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) [Google Ads Unveils Game-Changing Updates Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) [Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you](https://cleandigital.co.uk/blog/value-rules) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits#blogposting", "url": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits" }, "headline": "Using Portfolio Bids To Set CPC Bid Limits", "description": "Have you tried using Portfolio Bidding to control your CPCs yet? If you're ready to take your PPC strategy to the next level, give it a go and see the results.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Portfolio_Bidding.png" ], "datePublished": "2024-05-28T10:34:00.000Z", "dateModified": "2024-05-28T10:34:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "portfolio bidding" ], "articleSection": [ "Tips", "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Using Portfolio Bids To Set CPC Bid Limits", "item": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide Markdown URL: https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide/index.md --- title: "Programmatic Advertising: A Simple Guide" description: "Explore programmatic advertising with Clean Digital—automate your ad buys, refine targeting, and boost ROI. Stay ahead in digital marketing." canonical: "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Programmatic_Advertising_Blog_Image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Programmatic Advertising: A Simple Guide You’ve probably heard the term 'programmatic advertising' being tossed about in digital marketing circles lately, but what exactly does it mean? And how is [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 27 February 2024 4 minute read  ## Listen to this article Your browser does not support audio playback. **You’ve probably heard the term 'programmatic advertising' being tossed about in digital marketing circles lately, but what exactly does it mean? And how is it different to traditional display advertising?** **TLDR: it's like having a smart, digital assistant that buys ad space for you, ensuring your adverts are seen by the right people at the right time.** Let’s break it down… **What is programmatic advertising?** Programmatic advertising is the automated buying and selling of online ad spaces. This process uses software to purchase digital advertising, as opposed to the traditional process which involves human negotiations and manual insertion orders. **How does it work?** Imagine you want to buy a billboard space. Traditionally, you would need to go through a series of negotiations with the billboard owner, agree on a price, and then pay for the space. With programmatic advertising, this process is automated and happens in real-time – effectively, cutting out the middle man! When your target audience browses online, the programmatic system bids on ad space that aligns with your target parameters. If the bid is won, your ad is displayed almost instantly. Programmatic ad spaces include digital out-of-hone (DOOH), native, display, video, ConnectedTV (CTV) and voice ads. **Why use it?** 1. Broaden Your Reach: Programmatic allows you to reach a wide audience through Native, Display, Video, Audio, Connected TV & DOOH ads across a multitude of placements and providers. 2. Refine your targeting: Gain access to a wealth of data to accurately target your desired audience, including specific demographics, interests, browsing habits and locations to ensure that your ads are being seen by the right people. 3. Real-time optimisation & reporting: Programmatic offers real-time analytics, allowing advertisers to monitor the campaign performance and make immediate adjustments. This ensures ad spend is utilised in the most efficient way possible, maximising ROI. **Programmatic advertising with Clean Digital** At Clean Digital, we harness the full potential of programmatic advertising to take your digital marketing to the next level. Our partnership with [StackAdapt](https://www.stackadapt.com/), a self-serve Demand Side Platform (DSP), gives you the cutting-edge advantage you need to not just compete but dominate in your industry. - PLAN FOR PERFORMANCE: Our experts craft campaigns uniquely tailored to your KPIs, shaping the path to success before the first ad even goes live. - FULL CREATIVE CONTROL: Preview how your ads will appear across various formats and utilise the Creative Studio to fine-tune your campaign's messaging to meet your business objectives. - EXPLORE MORE WITH PROGRAMMATIC: The journey doesn't end with deployment. Programmatic with Clean Digital is about continuous exploration and refinement. It's about crafting bespoke audiences that not only make sense for your business but propel you towards your goals. **Creative Examples in Action** Below are a couple of examples of programmatic activity we've delivered on Native & Display, promoting the "Silence Your Critic" ads for our client, [Arden University](https://arden.ac.uk/). Here's an ad example we're rolling our across Connected TV. Imagine seeing this while flicking through TV shows... For [Rabbie's Tours](https://www.rabbies.com/en), we've expanded their advertising horizons by using a variety of creatives (see examples below) within their 'Stories move us...' programmatic campaign, including Connected TV, Native and Display to maximise their reach. Is it just me...or is anyone else all of a sudden extremely keen to go on a trip to the Scottish highlands?! **To Sum Up...** Programmatic advertising represents a significant leap in the way we approach digital marketing. Leveraging a self-serve DSP enables us to automate the ad buying process, bringing efficiency, targeting precision, and real-time optimisations. Ready to experience the power of programmatic advertising tailored to your vision? [Get in touch with us today!](https://cleandigital.co.uk/programmatic) As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Run programmatic with a specialist team Clean Digital plans and manages programmatic campaigns across display, native, video, audio and Connected TV, with brand safety and measurement handled before budget goes in. [programmatic advertising services How we plan, buy and measure programmatic campaigns.](https://cleandigital.co.uk/programmatic) [Rabbie’s Tours case study Programmatic, paid search and paid social behind a 236% increase in booking revenue.](https://cleandigital.co.uk/case-studies/rabbies) [Free ad account review A senior specialist checks where your current spend is leaking.](https://cleandigital.co.uk/ad-account-audit) ## Share this article ## Related articles [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) [Using Portfolio Bids To Set CPC Bid Limits Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide#blogposting", "url": "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide" }, "headline": "Programmatic Advertising: A Simple Guide", "description": "Explore programmatic advertising with Clean Digital—automate your ad buys, refine targeting, and boost ROI. Stay ahead in digital marketing.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Programmatic_Advertising_Blog_Image.png" ], "datePublished": "2024-02-27T16:31:00.000Z", "dateModified": "2024-02-27T16:31:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "programmatic advertising" ], "articleSection": [ "Insights", "Programmatic Advertising" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Programmatic Advertising: A Simple Guide", "item": "https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit Markdown URL: https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit/index.md --- title: "Programmatic Advertising: When It’s the Right Fit" description: "Discover when programmatic advertising is the right fit for your brand. Learn how it enhances awareness, offers smarter targeting, and complements PPC channels." canonical: "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/programmatc-ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Programmatic Advertising: When It’s the Right Fit But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in. At Clean Digital, we run [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) 22 September 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. ## When most people think about digital ads, they think of paid search and paid social: Google, Facebook, Instagram, TikTok etc. And fair enough, those platforms still do the heavy lifting for our performance marketing here at Clean Digital. But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in. At Clean Digital, we run programmatic campaigns through our partner platform [StackAdapt](https://www.stackadapt.com/), giving us the ability to test new formats and channels, without our chosen scope. ### So…what even is it? At its simplest, it's is an automated way of buying ad space. Instead of phoning up publishers or haggling over banner placements like it’s 2009… …we use technology that bids in real-time across thousands of websites, apps, connected TVs (Disney, Channel 4), and even billboard, bus stops more. Think of it as a bigger playground than Google and Meta, just with rules, targeting, and reporting that keep everything in check. ### Where it adds value It's is not something we will recommend to everyone. But in the right situation, it brings genuine benefits: - Awareness at scale - showing up in more places - Smarter targeting - not just age and location, but behaviours, interests, and context - Multi-format coverage - display, video, native, audio, CTV… you name it - Premium environments - we are talking respected publishers, not random pop-ups ### Programmatic + PPC = better together Here is the thing…it's not a PPC replacement. Instead, it works best alongside them: - Programmatic builds awareness where your audience naturally hangs out - PPC captures intent once they are ready to act Together, they create a customer journey that feels linked and seamless, rather than hoping someone remembers your ad from weeks ago and Googles you by chance. ### Why we partner with StackAdapt We chose StackAdapt because their platform is transparent, feature-rich, and gives us access to the kind of premium inventory our clients actually want. It means we can run programmatic with the same performance-first mindset we bring to PPC - minus the faff. ## The takeaway Programmatic is not for everyone. But if you are looking to broaden your reach, tell your story across multiple formats, or strengthen your funnel, it can be a powerful addition. At Clean Digital, we will only recommend it if it’s a genuine fit for your goals and when it is, we have got the tools (and StackAdapt partnership) to make it work. If you'd like to learn more, [get in touch](https://cleandigital.co.uk/contact)! ## Frequently asked questions What is programmatic advertising? Programmatic advertising is an automated method of purchasing digital ad space. Unlike traditional approaches where you might negotiate placements manually, programmatic uses technology to bid on ad spaces in real time across various platforms and formats, such as websites, apps, connected TVs, and even out-of-home locations like billboards and bus stops. How does programmatic advertising differ from PPC? While both programmatic advertising and PPC are integral components of a digital marketing strategy, they serve different purposes. Programmatic advertising is about building awareness across a wide range of environments by targeting behaviours, interests, and contexts. In contrast, PPC is focused on capturing user intent at the moment they're ready to act. Together, they create a cohesive customer journey that is both wide-reaching and highly targeted. Article author ## Melissa Wratt Contributor Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about [LinkedIn lead generation](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be), [micro conversions](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) and controlling Google Ads bids. [More articles by Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) ## Plan programmatic around a measurable role Programmatic fits when display, video, CTV, audio or DOOH has a defined audience, inventory plan, frequency control and measurement method. [managed programmatic advertising Audience strategy, inventory controls, channel planning and incrementality measurement.](https://cleandigital.co.uk/programmatic) [Programmatic media planning Model the role and budget for programmatic within the wider paid media plan.](https://cleandigital.co.uk/agency-media-planner) ## Share this article ## Related articles [Generative Search Optimisation: How to Optimise for AI Search Search is changing - fast. Google, ChatGPT, Gemini, Claude… they are no longer just giving you a list of links. They answer your questions for you.](https://cleandigital.co.uk/blog/how-to-optimise-for-ai-search-the-complete-guide-to-generative-search-optimisation-geo) [Digital Marketing for Hotels: Our Blueprint For Success At Clean Digital, we've helped numerous 4 & 5 star hotel brands unlock their full potential through meticulously crafted paid media campaigns.](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) [How Weather Patterns Are Reshaping Paid Search Seasonality For years, PPC managers have mastered the “usual suspects” of paid search seasonality: Black Friday splurges, January fitness crazes, summer](https://cleandigital.co.uk/blog/how-weather-patterns-are-reshaping-paid-search-seasonality) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit#blogposting", "url": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit" }, "headline": "Programmatic Advertising: When It’s the Right Fit", "description": "Discover when programmatic advertising is the right fit for your brand. Learn how it enhances awareness, offers smarter targeting, and complements PPC channels.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/programmatc-ads.png" ], "datePublished": "2025-09-22T16:20:00.000Z", "dateModified": "2025-09-22T16:25:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "jobTitle": "Contributor", "description": "Melissa brings 7 years of experience in managing large-scale paid media accounts and client strategy, ensuring seamless campaign delivery and communication. She writes about LinkedIn lead generation, micro conversions and controlling Google Ads bids." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "programmatic" ], "articleSection": [ "Programmatic Advertising", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Programmatic Advertising: When It’s the Right Fit", "item": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit#faq", "mainEntity": [ { "@type": "Question", "name": "What is programmatic advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Programmatic advertising is an automated method of purchasing digital ad space. 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" } }, { "@type": "Question", "name": "How does programmatic advertising differ from PPC?", "acceptedAnswer": { "@type": "Answer", "text": "While both programmatic advertising and PPC are integral components of a digital marketing strategy, they serve different purposes. Programmatic advertising is about building awareness across a wide range of environments by targeting behaviours, interests, and contexts. In contrast, PPC is focused on capturing user intent at the moment they're ready to act. Together, they create a cohesive customer journey that is both wide-reaching and highly targeted.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance Markdown URL: https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance/index.md --- title: "The Shift from Deferred Value to Instant Relevance" description: "Explore the shift from deferred value to instant relevance. Learn how brands in 2026 can build deep consumer trust through meaningful, real-time engagement." canonical: "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/instant-relevancy.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Progress Beats Promises: The Shift from Deferred Value to Instant Relevance We are operating in an era of sustained uncertainty rather than short-term disruption. Economic volatility, geopolitical instability, climate anxiety, [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) 23 January 2026 4 minute read  ## The gravitational pull of long-term aspiration is weakening as consumers increasingly seek **instant relevance** in their brand interactions. As we move into 2026, brands that continue to anchor their propositions in distant rewards, future payoffs or ‘one day’ outcomes will feel progressively out of step with consumer reality. We are operating in an era of sustained uncertainty rather than short-term disruption. Economic volatility, geopolitical instability, climate anxiety, housing inaccessibility and rapid technological change have combined to create a often discerning background hum of unease. Consumers are not simply distracted but evermore driven towards emotionally fatigue. As a result, many are subconsciously recalibrating how they define value and reward. ### Moments of escape Rather than planning years ahead, people are prioritising what improves their sense of wellbeing now! This isn’t a rejection of ambition or responsibility, more that it’s a pragmatic response to a world where traditional life milestones feel increasingly fragile or unattainable. For younger generations particularly, the promise of a distant payoff - owning a home, retiring comfortably, long-term brand ‘status’ - often feels abstract compared to the certainty of a meaningful experience in the present. A weekend away, a cultural event, a small luxury or a moment of escapism offers something tangible: joy, control and instant emotional return.  From a strategic perspective, this marks a fundamental shift in how brands should think about motivation. The old loyalty playbook assumed patience: accumulate points, stay committed and eventually receive a significant reward. That model is losing effectiveness because it relies on trust in the future. Increasingly, consumers want evidence of **instant relevance -** proof that their engagement is worthwhile immediately, not just eventually. ### Surprise and delight [Dobbies’](https://www.dobbies.com/) Club and Club Plus programme offers a great example. Rather than relying solely on distant rewards or complex point accumulation, Dobbies provides members with immediate, tangible benefits that deliver value from the moment they join. With 10%-off plants, bulbs and seeds, two free hot drinks each month, exclusive offers and priority access to events, members experience real feel-good rewards that strengthen the brand connection every time they shop or visit.  These perks, paired with straightforward points-earning that converts into money-off vouchers, mean everyday gardening purchases become a series of small appreciable wins rather than a slow march toward a distant payoff. Crucially, this doesn’t dilute Dobbies’ value proposition; it enhances it by providing **instant relevance -** signalling that the brand recognises and rewards ongoing engagement consistently and in the here and now. Looking ahead to 2026, this principle will extend far beyond loyalty schemes. Instead of selling only the ultimate outcome - transformation, mastery, prestige or savings - brands must learn to spotlight and reward the full journey a customer takes with their brand. Progress needs to be visible, measurable and emotionally resonant at every stage, that’s what creates sustained long-term loyalty. In practical terms, this means redesigning customer journeys to include more moments of acknowledgement and gratification. Subscription brands might surface weekly ‘wins’ rather than annual savings. Financial services could reframe saving not as sacrifice, but as a series of positive behaviours that unlock immediate benefits or reassurance. Retailers and travel brands can create layered experiences where engagement itself becomes rewarding, not just the final transaction. ### Progress beats promises Technology will accelerate this shift, with more sophisticated CRMs, real-time personalisation and AI-driven insight. Brands in 2026 will be able to respond dynamically to customer behaviour and emotional context. The opportunity, and indeed challenge, will be using this capability to deliver **instant relevance** and genuine value rather than superficial gamification. Consumers are highly attuned to inauthentic reward mechanics and so progress must feel meaningful, not manufactured. Ultimately, the brands that win in 2026 will be those that understand a simple truth: progress beats promises. By breaking down long-term goals into achievable, confidence-building moments, brands can help consumers: - **Feel grounded and valued:** Providing stability through consistent, small wins. - **Maintain optimism:** Focusing on immediate progress rather than distant rewards. - **Build authentic trust:** Moving beyond engagement to create a lasting bond in a skeptical market. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! ## Frequently asked questions What is the primary difference between "deferred value" and "instant relevance"? **Deferred value** relies on a "pay-off" that happens in the future, such as traditional loyalty points or "buy ten, get one free" schemes. **Instant relevance** focuses on the now. It ensures that every single interaction provides immediate utility or emotional validation, making the customer feel the brand’s value in real-time rather than making them wait for a milestone. How can brands avoid the "superficial gamification" trap? The key is to prioritize **utility over novelty**. While badges and progress bars can be fun, they feel "manufactured" if they don't help the user achieve their actual goals. To remain authentic, brands should ensure that "progress" correlates with a tangible benefit—like a simplified user interface, a time-saving insight, or a personalized recommendation that solves a current problem. Why is trust becoming harder to earn in 2026? As AI-driven marketing becomes the standard, consumers are increasingly wary of being "managed" by algorithms. They can sense when a brand is using data to manipulate them versus using it to support them. By focusing on **consistent, small-scale progress**, brands prove their reliability over time, which is the only way to build genuine trust in a high-tech, high-skepticism environment. Article author ## Declan McGinley Former contributor [More articles by Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Share this article ## Related articles [AI Advertising Pivot: Navigating the Shift from Search to Discovery in 2026 While platforms like OpenAI initially signalled resistance to a traditional advertising model, many paid media specialists suspected that scale, cost and](https://cleandigital.co.uk/blog/ai-advertising-pivot-navigating-the-shift-from-search-to-discovery-in-2026) [Meta’s Ads Library just got more useful (and here’s why it matters for 2026) Firstly, you can now filter Ads Library results by WhatsApp. That’s a big deal. WhatsApp has always been there in Meta’s ecosystem, but until now](https://cleandigital.co.uk/blog/metas-ads-library-just-got-more-useful) [Creative Is the New Targeting: How to Build Meta Ads That Actually Convert With Advantage+ and machine learning now driving distribution, the competitive edge has moved. You can no longer out-target the competition; you have to](https://cleandigital.co.uk/blog/creative-is-the-new-targeting-how-to-build-meta-ads-that-actually-convert) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance#blogposting", "url": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance" }, "headline": "Progress Beats Promises: The Shift from Deferred Value to Instant Relevance", "description": "Explore the shift from deferred value to instant relevance. Learn how brands in 2026 can build deep consumer trust through meaningful, real-time engagement.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/instant-relevancy.png" ], "datePublished": "2026-01-23T12:39:00.000Z", "dateModified": "2026-01-23T12:39:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "instant relevance" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Progress Beats Promises: The Shift from Deferred Value to Instant Relevance", "item": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/progress-beats-promises-the-shift-from-deferred-value-to-instant-relevance#faq", "mainEntity": [ { "@type": "Question", "name": "What is the primary difference between \"deferred value\" and \"instant relevance\"?", "acceptedAnswer": { "@type": "Answer", "text": "Deferred value relies on a "pay-off" that happens in the future, such as traditional loyalty points or "buy ten, get one free" schemes. Instant relevance focuses on the now. It ensures that every single interaction provides immediate utility or emotional validation, making the customer feel the brand’s value in real-time rather than making them wait for a milestone.
" } }, { "@type": "Question", "name": "How can brands avoid the \"superficial gamification\" trap?", "acceptedAnswer": { "@type": "Answer", "text": "The key is to prioritize utility over novelty. While badges and progress bars can be fun, they feel "manufactured" if they don't help the user achieve their actual goals. To remain authentic, brands should ensure that "progress" correlates with a tangible benefit—like a simplified user interface, a time-saving insight, or a personalized recommendation that solves a current problem.
" } }, { "@type": "Question", "name": "Why is trust becoming harder to earn in 2026?", "acceptedAnswer": { "@type": "Answer", "text": "As AI-driven marketing becomes the standard, consumers are increasingly wary of being "managed" by algorithms. They can sense when a brand is using data to manipulate them versus using it to support them. By focusing on consistent, small-scale progress, brands prove their reliability over time, which is the only way to build genuine trust in a high-tech, high-skepticism environment.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/reporting-beyond-average-position Markdown URL: https://cleandigital.co.uk/blog/reporting-beyond-average-position/index.md --- title: "Reporting Beyond Average Position" description: "In February, Google officially announced that the “Average Position” metric will be coming to an end on September 30th. This took many users by surprise." canonical: "https://cleandigital.co.uk/blog/reporting-beyond-average-position" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/average_position.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”. [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 30 September 2019 4 minute read  ## Listen to this article Your browser does not support audio playback. ## In February, Google officially announced that the “Average Position” metric will be coming to an end on September 30th. This decision took many users by surprise, as it was one of the main metrics to optimise performance. But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”. For example, if an ad showed once at first place, and then it showed behind another advertiser (2.0), the average position would be 1.5. In this article, you will discover how this metric has been misinterpreted and how to deal with the new position metrics moving forward. ## Why has google moved on? In the past, ads in the SERP (Search Engine Results Page) used to be on the right side of the organic results as well. That being the case, the average position fulfilled its role of showing ads’ performance from 1 to 7. _Figure 1 Source: https://www.ppchero.com/4-ppc-misconceptions-of-adwords-keywords/_ But the SERP has changed over time; new snippets, shopping results… and different ad distribution. For instance, depending on the query, device or even the hour of the day, Google shows a different number of ads with the only limit of 3 on the top and 4 on the bottom of the page. Nowadays Google can show a single ad located on the bottom of the page. In this case, the average position of the ad would be 1, yet it would be far from the common conception of the ad being on a prominent and visible position of the SERP. ## What are we going to do now? Instead of relying on the average position metric, last year Google released new solutions; the top and absolute top metrics. Unlike the average position, these metrics don’t consist of an average or show the order of the ads, but rather the actual location of the ads on the SERP. _Source: https://support.google.com/google-ads/answer/9140484?hl=en_ For example, if a keyword triggering the ad has had 150 impressions and, of those, 40 have appeared at the top position, the keyword’s top position would be 26.6%. This opens new possibilities to interpret the real position the ads are appearing on the search page results. On top of that, they give a solution to the problem we faced above were an average position 1 keyword was showing at the bottom of the page. Below are some other examples: ## Limitations Not everything is perfect, though. These new metrics, as pointed previously, diminish the information about the competitor's activity. When the average position metric disappears, the only way advertisers can check competitor activity will be through the “auction insights", leveraging the “overlap rate” and the “outranking share". Another notable limitation is the impossibility of using the (absolute) top position metrics on certain reports like “ad scheduling” or “devices," as well as “locations". While we can still segment the campaigns or the keywords by “devices” or “day of the week", Google hasn’t included the new metrics to the geographic reports. The same happens to the audience tab where we can see the average position but not the (absolute) top position metrics. ## Last Words The disappearance of the average position will cause some inconveniences and it will force advertisers to come up with new strategies to outbid the competitors efficiently. However, this is another chance to consider these new metrics and reconsider the old (mis)conceptions of average position by focusing on the actual ad location on the SERP. Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [The Shady World Of Search (Partners) On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: The question](https://cleandigital.co.uk/blog/the-shady-world-of-search-partners) [Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) [LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. It's](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/reporting-beyond-average-position#blogposting", "url": "https://cleandigital.co.uk/blog/reporting-beyond-average-position", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/reporting-beyond-average-position" }, "headline": "Reporting Beyond Average Position", "description": "In February, Google officially announced that the “Average Position” metric will be coming to an end on September 30th. This took many users by surprise.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/average_position.png" ], "datePublished": "2019-09-30T11:00:00.000Z", "dateModified": "2019-09-30T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "average position" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/reporting-beyond-average-position#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Reporting Beyond Average Position", "item": "https://cleandigital.co.uk/blog/reporting-beyond-average-position" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap Markdown URL: https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap/index.md --- title: "Responsive Search Ads: Why You Should Start Using Them ASAP" description: "Responsive Search Ads allow advertisers to create versatile text ads by providing up to 15 headlines and 4 descriptions. Over time, Google Ads will optimise" canonical: "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/responsive_search_ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Responsive Search Ads: Why You Should Start Using Them ASAP If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs) [Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) 29 September 2021 2 minute read  ## Listen to this article Your browser does not support audio playback. If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs) now! As of 30 June 2022, [Expanded Text Ads (ETAs) on Google Ads will no longer be possible](https://support.google.com/google-ads/answer/11031467) as they are being replaced permanently with RSAs. ## **Responsive Search Ads x Expanded Text Ads** [Responsive Search Ads](https://support.google.com/google-ads/answer/7684791?hl=en) allow advertisers to create versatile text ads by providing up to 15 headlines and 4 descriptions. Over time, Google Ads will automatically test different combinations to learn which ones perform best. The main benefit is adapting ad copy to match users search terms without human intervention, saving marketers' resources and helping improve campaign performance. However, this type of ad reduces the control brands have over the message they want to spread on Google Ads. [Expanded Text Ads](https://support.google.com/google-ads/answer/7056544?hl=en) require two headlines plus an optional third one and two descriptions only, giving advertisers more control over ad messaging. However, they need constant manual checks and updates to ensure the content is relevant and matches users' search queries. ## **Evolve or Die** Google's decision to stop advertisers from creating ETAs isn’t surprising given their push towards automation. With each new update, they are removing mo re and more control from the advertiser. However, in the Paid Search world, updates from Big Tech are usually not contestable. So you have to adapt, even if you don't like them. To ensure you are well prepared for that change, it's essential to take some **actions** during the transition period: - Have at least one responsive search ad in every ad group in your Search campaigns by July 2022. - Reuse high-performing content from expanded text ads and pay attention to Ad strength - According to [Google](https://support.google.com/google-ads/answer/11031467), "advertisers who improve Ad strength for their responsive search ads from 'Poor' to 'Excellent' see 9% more clicks and conversions on average". - Have control over your ETA content by pinning headlines or descriptions to specific positions in your responsive search ads. - Assess the success of your ads by analysing the number of impressions, clicks, and conversions your ad groups and campaigns received. Metrics like clickthrough rate and conversion rate may not be as accurate on RSAs. To keep up with all Google Ads updates, we recommend regularly checking their [announcements page](https://support.google.com/google-ads/announcements/9048695?hl=en). Article author ## Callum Coard Contributor [More articles by Callum Coard](https://cleandigital.co.uk/blog/authors/callum-coard) ## Share this article ## Related articles [5 Tips for Christmas Campaigns It's over half way through October already! And as Christmas creeps closer, every good PPC specialist should be preparing their festive campaigns. If you](https://cleandigital.co.uk/blog/5-tips-for-christmas-campaigns) [Number 1 In The Search Results: Is This Really The Best Place To Be? Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) [A Beginner's Guide To Remarketing For Display Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap#blogposting", "url": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap" }, "headline": "Responsive Search Ads: Why You Should Start Using Them ASAP", "description": "Responsive Search Ads allow advertisers to create versatile text ads by providing up to 15 headlines and 4 descriptions. Over time, Google Ads will optimise", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/responsive_search_ads.png" ], "datePublished": "2021-09-29T11:00:00.000Z", "dateModified": "2021-09-29T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Callum Coard", "url": "https://cleandigital.co.uk/blog/authors/callum-coard", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/image%20%2826%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "responsive search ads" ], "articleSection": [ "Announcements", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Responsive Search Ads: Why You Should Start Using Them ASAP", "item": "https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter Markdown URL: https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter/index.md --- title: "Is the Top Position in Google Ads Worth It?" description: "We're looking at how being in the top position in Google Ads impacts on overall cost and performance across some of our larger e-commerce clients." canonical: "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/top_position_in_google_ads.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Search Ads Above Or Below The Organic Results - Does It Matter? TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings. [Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) 24 January 2019 2 minute read  ## Listen to this article Your browser does not support audio playback. TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings. Following the additional performance metrics [recently added into the Google Ads interface](https://support.google.com/google-ads/answer/9140484), we’ve analysed performance across some of our larger e-commerce clients with the view to answering the question: should we pay more for clicks to appear at the top of page 1 - above the organic listings - and not just in the top ad positions 1-4. The new metrics include: absolute top impression % (the percentage of your impressions that are shown as the very first ad above the organic search results) and top impression share % (the percentage of your impressions that are shown anywhere above the organic search results). Let's look at these in more detail below. ## Average Position 1 & Absolute Top Impression % When an ad is shown in position 1, as the absolute top impression % share decreases, so too does the CTR of the ad despite still having an average position of 1. This suggests that not all users scroll beyond the top of the fold results; thereby reducing the CTR of position 1 ads that are shown at the bottom of the page. However, there doesn’t appear to be any obvious impact on conversion rates of position 1 ads when they are shown at the bottom of the page. The question then becomes what click volume is required for profitable return; as a lower CTR means click volumes will diminish, so based on position 1 conversion rates, what level of clicks is required for maximum return. ## Average Position 2-4 & Top Impression % When an ad is shown in positions 2-4, as the top impression share % decreases, so too does the CTR; which mirrors what we’ve seen for position 1 ads. However; unlike position 1 ads, there does appear to be a negative correlation with respect to top impression share % and conversion rate. Similar to position 1 ads; it needs to be considered whether it is more cost effective to sit below the organic results with potentially lower CPC's and conversion rates, or above with higher CPC's and conversion rates. When deciding on your best positioning strategy, it's also worth bearing in mind the [disparity in CTR% between organic and paid traffic](https://sparktoro.com/blog/new-data-how-googles-organic-paid-ctrs-have-changed-2015-2018/), by device. Article author ## Declan McGinley Former contributor [More articles by Declan McGinley](https://cleandigital.co.uk/blog/authors/declan-mcginley) ## Share this article ## Related articles [The Hidden Potential Of Time-Based Optimisation TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) [Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the](https://cleandigital.co.uk/blog/googles-new-demographic-options) [Using Click Share To Spot Performance Outliers In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter#blogposting", "url": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter" }, "headline": "Search Ads Above Or Below The Organic Results - Does It Matter?", "description": "We're looking at how being in the top position in Google Ads impacts on overall cost and performance across some of our larger e-commerce clients.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/top_position_in_google_ads.png" ], "datePublished": "2019-01-24T12:00:00.000Z", "dateModified": "2019-01-24T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Declan McGinley", "url": "https://cleandigital.co.uk/blog/authors/declan-mcginley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/DM%20Headshot.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "top position in google ads" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Search Ads Above Or Below The Organic Results - Does It Matter?", "item": "https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking Markdown URL: https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking/index.md --- title: "Setting up gtag.js event tracking in Google Analytics" description: "Setting up gtag.js event tracking · Check the admin section of your Google Analytics account · In “Tracking Info”, then “Tracking Code” look for “Global Site Ta" canonical: "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/setting_up_gtag_google_analytics.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Setting up gtag.js event tracking in Google Analytics If your Google Analytics account is using the latest “gtag.js” snippet, and you rely on event tracking for your reporting and analysis, you [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 29 August 2018 2 minute read  ## Listen to this article Your browser does not support audio playback. If your Google Analytics account is using the latest “gtag.js” snippet, and you rely on event tracking for your reporting and analysis, you may need to adapt how your event tracking is set up in your website code. ## analytics.js event tracking On our site, we track button clicks on one of our pages. The old analytics.js code snippet event tracking naming convention was as follows: ``` onclick=”ga(‘send’, ‘event’, ‘download’, ‘casestudy’, ‘casestudy1’);” ``` ## gtag.js event tracking The new naming convention for gtag.js is: ``` onclick=”gtag(‘event’, ‘download’, {‘event_category’:’casestudy’ ,’event_label’:’casestudy1′});” ``` ## Actions and Next Steps 1. Check the admin section of your Google Analytics account 2. In “Tracking Info”, then “Tracking Code” look for “Global Site Tag (gtag.js)” above your snippet. 3. If you’re not sure if you have event tracking set up, go to Behaviour, Events, Top Events in the left hand nav: If your event activity has dropped off in the last few weeks/months, this new naming convention could be the reason. We’re seeing this more and more at the moment, especially as Google Ads adopts gtag.js as their default conversion tracking and remarketing tag, which they have rolled out as a solution to combat Safari’s latest Intelligent Tracking Prevention (ITP) update. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [How To Track Campaign Performance Using UTMs So, the strategy is sorted, the image and video assets created, the audiences finalised, the campaigns on each platform are ready to go… but](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms) [Compound Bidding: Looking Beyond Performance Data One of the single biggest factors behind under-performing PPC accounts is “compound bidding”. Below is a list of different ways adjust bids](https://cleandigital.co.uk/blog/compound-bidding-looking-beyond-performance-data) [How PPC Can Help Measure Your Offline Advertising Impact TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels.](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking#blogposting", "url": "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking" }, "headline": "Setting up gtag.js event tracking in Google Analytics", "description": "Setting up gtag.js event tracking · Check the admin section of your Google Analytics account · In “Tracking Info”, then “Tracking Code” look for “Global Site Ta", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/setting_up_gtag_google_analytics.png" ], "datePublished": "2018-08-29T04:26:00.000Z", "dateModified": "2018-08-29T04:26:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Analytics", "gtag.js" ], "articleSection": [ "Analytics" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Setting up gtag.js event tracking in Google Analytics", "item": "https://cleandigital.co.uk/blog/setting-up-gtag-js-event-tracking" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm Markdown URL: https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm/index.md --- title: "Store GCLIDs In A Google Sheets Document With GTM" description: "GCLIDs: this little workaround will allow us to evaluate each lead individually and upload all of them based on the value they have had for our business." canonical: "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/GCLIDs.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Store GCLIDs In A Google Sheets Document With GTM Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 26 May 2021 11 minute read  ## Listen to this article Your browser does not support audio playback. **Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store and use this information.** **In the previous blog posts, we have covered the [basics of GTM](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it), as well as a bit more advanced articles such as [tracking forms](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) or [drift chat interactions](https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager). Today, we will take another step forward and connect GTM with other platforms and services.** **Before anything else, the first question we have to ask ourselves is: “why should I want to store GCLIDs?” Storing GCLIDs is useful when the quality of the lead depends on future action. For example, let’s say that you are generating leads through a form. Not all of the leads will have the same value for the business; for example, one lead can deliver a £300 business while another one £10 or directly 0. Therefore, it might seem wrong to treat them all as the same number.** **To give another example, it can be that a top-of-the-funnel campaign brings 10 leads through a form, and after the salespeople contact those leads, only 1 converts. On the contrary, another top-of-the-funnel campaign generates 5 leads, but in this case, 3 users convert. It would be interesting to scale up this campaign and re-orientate the former campaign. Taking these decisions is only possible when we have all of the information regarding the user journey.** **Offline conversions allow you to upload conversions with a value and it only asks for a GCLID number and its conversion value. The challenge here is to get the GCLID for Google to be able later to match it to a click and give us all of the information about the conversion (campaign name, the hour of the day, keyword, etc.).** **These are the steps we are going to follow:** 1. **Collect the GCLID on the website.** 2. **Set up the Google Sheet to collect the values from GTM.** 3. **Set up the tag and triggers in GTM.** **Collecting the GCLID** **Aitor, Aitor, stop… what is the GCLID? The GCLID is a URL parameter that gets appended to our ad’s final URL (if auto-tagging is active at the account level). It will look this way:** **https://www.ilovecakes.co.uk/unicorn-rainbow-sprinklescake.html?gclid=EAIaIQobChMIonV0sLF4QIVzbvtCh0EiwIKEAQYBCABEgJCIfD_BwE** **By using this, we can use that unique identifier to map it into a conversion that could potentially happen after the user gets to the landing page. For example, when they finally decide to make a custom order using the form on the landing page. As the GCLID is nothing but a URL parameter, we can store that in cookies or the localStore to send it to our tracking solution (a google sheet in this case).** **Google provides us with [a piece of code](https://support.google.com/google-ads/answer/7012522) to store the GCLID value in the localStore. This piece of code should be fired before the tag on our page:** **** **To implement it, we will head to GTM > New Tag > Custom HTML. And we will paste the script.** **Once we finish creating the Tag, we can fire it on every page, or we can fire it only when the GCLID parameter is on the landing page. I went for the second option, so I created the next trigger:** **We preview it on GTM and we go to our webpage. Imagine that one of our users finds our brand new “iphone Carrot” sale on an organic result and clicks it:** **As there is no GCLID parameter attached to the URL, our tag won’t fire. Instead, if they click on an ad, the scenario changes. Check out this:** **Good! The tag is firing. But… what happens now? What’s its function? What this piece of code does is to store the GCLID value into the localStore, we can also create a cookie out of it, but we will cover that in another article. Let’s double and triple-check that the GCLID has been stored correctly once that the user has gone to check the cart. We can do that easily by going to “Developer tools in Chrome” (F12) and typing “localStorage” on the console.** **There you are!** **Set up the Google Sheet** **Thanks to this awesome article by [ganotes.com](http://www.ganotes.com/pass-dynamic-data-to-google-sheets-using-google-tag-manager/) we can easily set up a web app to begin collecting data. Let’s go ahead, then! We will go to our Google account > Drive > New > Spreadsheet. The new Spreadsheet will contain the columns we want to store the information and the “keys” as the primary values, as easy as that.** **Afterward, we will go to “Tools” > “Script Editor”. And we will create a new script that will look this way after pasting the code:** **// Usage** **// 1. Enter sheet name where data is to be written below** **// 1. Enter sheet name and key where data is to be written below** **var SHEET_NAME = "Sheet1";** **var SHEET_KEY = "insert-sheet-ID-here";** **// 2. Run > setup** **//** **// 3. Publish > Deploy as web app** **// - enter Project Version name and click 'Save New Version'** **// - set security level and enable service (most likely execute as 'me' and access 'anyone, even anonymously)** **//** **// 4. Copy the 'Current web app URL' and post this in your form/script action** **//** **// 5. Insert column names on your destination sheet matching the parameter names of the data you are passing in (exactly matching case)** **var SCRIPT_PROP = PropertiesService.getScriptProperties(); // new property service** **// If you don't want to expose either GET or POST methods you can comment out the appropriate function** **function doGet(e){** **return handleResponse(e);** **}** **function doPost(e){** **return handleResponse(e);** **}** **function handleResponse(e) {** **var lock = LockService.getPublicLock();** **lock.waitLock(30000); // wait 30 seconds before conceding defeat.** **try {** **// next set where we write the data - you could write to multiple/alternate destinations** **var doc = SpreadsheetApp.openById(SHEET_KEY);** **var sheet = doc.getSheetByName(SHEET_NAME);** **// we'll assume header is in row 1 but you can override with header_row in GET/POST data** **var headRow = e.parameter.header_row || 1;** **var headers = sheet.getRange(1, 1, 1, sheet.getLastColumn()).getValues()[0];** **var nextRow = sheet.getLastRow()+1; // get next row** **var row = [];** **// loop through the header columns** **for (i in headers){** **if (headers[i] == "Timestamp"){ // special case if you include a 'Timestamp' column** **row.push(new Date());** **} else { // else use header name to get data** **row.push(e.parameter[headers[i]]);** **}** **}** **// more efficient to set values as [][] array than individually** **sheet.getRange(nextRow, 1, 1, row.length).setValues([row]);** **// return json success results** **return ContentService** **.createTextOutput(JSON.stringify({"result":"success", "row": nextRow}))** **.setMimeType(ContentService.MimeType.JSON);** **} catch(e){** **// if error return this** **return ContentService** **.createTextOutput(JSON.stringify({"result":"error", "error": e}))** **.setMimeType(ContentService.MimeType.JSON);** **} finally { //release lock** **lock.releaseLock();** **}** **}** **After that, and without leaving the page yet, we will click on “Publish” > “Deploy as web app” with these options:** **That’s it! We are almost ready now. We will save the “Current web app URL” somewhere as we will need it for later on.** **Sending the information to the Sheet** **Now we are collecting the GCLID and storing it in the localStore, but how can we send it to the sheet? Well, it’s time to set the variables!** **Variables will collect the actual GCLID values stored depending on the user and after we have them, we will use them to set the final tag.** **If you are familiar with JS, you might think that a simple variable JavaScript variable like this is enough.** **Unfortunately, it is not enough for us. We would get a not-very-nice “Undefined” as we are pushing an array:** **This is the workaround I’ve found to be the most comfortable one for me, but feel free to text me if you find something easier!** **We will refresh our GTM preview and our webpage to see if the value appears:** **The final step is coming soon, I promise!** **We have the saved GCLID, and the variables to send it wherever we want. So, let’s end up this and send the information to our Sheets.** 1. **Set the timestamp variable** **In my case, I don’t have a message ID set up that could potentially help me identify and could help me mapping it back to the user. Instead, I’ve thought about a timestamp that will be unique and I will be able to access from my messages to pair it with a certain user. It is as easy as setting a Custom JavaScript Variable with the following value:** **function(){** **var today = new Date();** **var str = today.toUTCString();** **return str;** **}** **Which will return a value like “Wed, 10 May 2021 14:01:40 GMT”.** 1. **Set up the conversion Tag.** **In my case, I want to collect those GCLIDs that send a form. A plugin I installed (“GTM For WordPress by Thomas Geiger”, very recommended) makes it easy for me, as the event gtm4wp.contactForm7Submitted triggers every time a form is sent. Therefore, I will use that trigger to set up my Tag, but you can modify this into your own needs!** **We go to “Tags” > New Tag > “Custom Image”. In the image URL, we are going to paste the link we saved before in step 1 (where we created the web app). It will look something like: https://script.google.com/macros/s/AKfycbxNGJ6o8HgE5WCwGS2CJrNgcVn46s3ys-rbavHXdG-jRHE8TQ8y/exec** **We will slightly tweak it to send our variables until it looks something like this: https://script.google.com/macros/s/AKfycbxNGJ6o8HgE5WCwGS2CJrNgcVn46s3ys-rbavHXdG-jRHE8TQ8y/exec?Timestamp={{Timestamp Variable}}&GCLID={{GCLID Field}}** **So, after the “exec?” we have to include the following:** - **The placeholder of the google sheet={{GTM variable name}}&second placeholder={{GTM variable 2 name}}** **Let’s send the form and see if that works.** **Finally, it’s working!** **Conclusion** **Not all leads should be given the same value and attributed equally. This little workaround will allow us to evaluate each lead individually and upload all of them based on the value they have had for our business. There are plenty of ways to improve this implementation but we have to bear in mind that pushing values to a Google Sheet should be only in those few cases where a CRM solution is not possible or is too expensive.** **You can even go further now, why not integrate this with Zappier to automate the process? And what about connecting it to your Azure account to enrich your data? There are lots of possibilities that we will explore in the coming articles!** Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [The Importance of Brand Awareness Many businesses that we speak to say that they want to grow their businesses online, which is a great idea in today’s climate where consumers are](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) [Google Ads Targeting: What Are Affinity Audiences? Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies based on a](https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences) [A Beginner's Guide To Remarketing For Display Remarketing is a behavioural marketing process that involves targeting advertising to people/users based on their previous behaviours. Most of the time, what we](https://cleandigital.co.uk/blog/a-beginners-guide-to-remarketing-for-display) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm#blogposting", "url": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm" }, "headline": "Store GCLIDs In A Google Sheets Document With GTM", "description": "GCLIDs: this little workaround will allow us to evaluate each lead individually and upload all of them based on the value they have had for our business.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/GCLIDs.png" ], "datePublished": "2021-05-26T11:00:00.000Z", "dateModified": "2021-05-26T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "GCLIDs" ], "articleSection": [ "Tips", "Insights", "Google Tag Manager" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Store GCLIDs In A Google Sheets Document With GTM", "item": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19 Markdown URL: https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19/index.md --- title: "E-Commerce Google Ads During COVID-19" description: "Here we look at how E-commerce Google Ads during COVID-19 have been impacted. Which advertisers are pulling back, and which are continuing as normal." canonical: "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/E-Commerce_Google_Ads_During_COVID-19.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The E-Commerce Google Ads Landscape During COVID-19 Businesses are hyper-focused on cash flow at the moment (and rightly so), which means that certain costs, such as marketing, are being cut in order to protect [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 1 April 2020 8 minute read  ## Listen to this article Your browser does not support audio playback. ## The outbreak of COVID-19 has been challenging for all businesses regardless of size or vertical and will likely have a significant lasting economic impact; the extent of which we won’t know for years to come. Businesses are hyper-focused on cash flow at the moment (and rightly so), which means that certain costs, such as marketing, are being cut in order to protect the business. However, if possible, continuing to advertise should be a priority for retailers and there are a number of reasons why it makes sense to serve ads, 5 of which I’ve included below. ## 1. Amazon Haven’t Appeared in a Shopping Auction Since March 14th For the last several years Amazon have continued to increase their presence in Shopping auctions and at times are seen to be showing in 80%+ of all possible searches, making them one of the most aggressive advertisers within the Google Shopping platform. Amazon haven't appeared in a Google Shopping auction for over 2 weeks. However, they haven’t appeared in a Shopping auction since March 14th, allowing other retailers to compete for clicks which would more than likely have gone to the retail giant. ## 2. Whilst Amazon Are Out, The Volume of Advertisers Has Remained Fairly Stable Despite Amazon not advertising, auctions remain as active as ever and in some cases have actually seen an increase in the volume of advertisers appearing on a day-to-day basis. There's been an increase in daily advertisers in auctions in the last week or so. In the above, we’ve outlined the volume of advertisers showing Shopping ads in the last 30 days. Given we know that Amazon haven’t been present, there hasn’t been a mass exodus of advertisers with the majority of other retailers continuing to compete for clicks. Google Shopping is a high-intent marketing channel with users continuing to actively search for and purchase products online, even if search volume has decreased – more on that below. ## 3. Search Volume May be Down, But High Demand Still Exists In the below graph, we’ve compared daily impression volume across various verticals for the last 30 days or so. Some verticals have seen increases in search volume, whilst other have seen dips. Whilst some verticals have seen search volume dip from peak, in others demand has significantly increased (Retailer 1 for example). With the latest reported numbers indicating that 25% of the world’s population are under lock down, consumers are likely to be less willing to make a purchase if they are unable to use a product until the lock down measures are lifted, and so demand (search volume) is likely to be lower. As Lord Wolfson, the chief executive of Next, recently said “people do not buy a new outfit to stay at home". Whilst this is undoubtedly true, demand still exists and advertisers need to appear in auctions, or risk giving up the sale to their competition who continue to advertise. Google Shopping provides advertisers a way to get relevant traffic to their site to an audience who are self qualified/in-market (they’ve searched for the product), so being present in these search results should be seen as a priority. Whilst some product categories will see a decrease in demand, other verticals could see sizeable increases in demand over the next few weeks. Games consoles have seen an increase in demand with kids & adults alike practising social distancing. An example of this could be games consoles, such as the PlayStation 4, which has seen a spike in search volume in the last few weeks coinciding with the increased social distancing/lock down measures worldwide. Another example of a sector which could see a boost is home and garden, as consumers in lock down will likely want to make their self-isolation as comfortable as possible. With a visit to your favourite restaurant or bar out of the question, consumers will have more time on their hands and it may be the perfect time for some home/garden improvements which they have been neglecting. With increased time at home, DIY projects around the home & garden have become popular. Furthermore, some users may have a higher-than-normal retail purchasing power as income won’t be spent on eating out, drinks, visits to the cinema, gyms or larger purchases such as holidays. Whilst some of the income will likely be saved, consumers will spend some proportion of their income on home entertainment activities such as jigsaws or virtual tools, both of which have seen large increases in search volume in the last couple of weeks. Searches for 'jigsaws' have seen a 5 year peak, coming outside of their usual peak around Christmas. Searches for ‘jigsaws’ saw a huge increase in searches with its 5 year peak coming in the last 7 days. Similarly, with users not being able to travel to holiday destinations, searches for ‘virtual tour’ have increased significantly too. (See below) With airlines grounding their fleets, travel experiences have moved online. ## 4. Google Have Announced a $340M Ad Credit Care Package for SMEs At the end of last week [Google announced](https://blog.google/inside-google/company-announcements/commitment-support-small-businesses-and-crisis-response-covid-19) that as part of a combined $800M package to combat COVID-19 it was pledging $340M in free ad credit for SMEs, providing invaluable assistance to businesses during what is likely the most challenging period of trading they have collectively faced. The ad credit could provide a much needed injection into spend levels to allow businesses to continue to advertise and reach consumers looking for their product or service. So far, the only eligibility requirement is that the business needs to have been actively advertising on Google Ads since January 2019, though there may be additional requirements set out in the coming days. Advertisers who are eligible should be notified via their Google Ads account. Whilst the $340M commitment from Google is sure to assist some businesses, it remains to be seen how many businesses it can help in addition to the level of ad credit each business will have available. As of 2019, there were 5.9M SMEs in the UK alone, and whilst only a small volume of these will be advertising on Google Ads (and from January 2019), if you are to consider the volume of SMEs across the world who do advertise on Google, the ad credit per advertiser is fairly low. Take for example a pool of 400,000 SMEs worldwide who are eligible for the ad credit. That pot of $340M evenly distributed would give a sum of $850 per business. Below is a breakdown of what an evenly distributed pot would mean for businesses based on a varying volume of advertisers: Google haven't yet announced how many SMEs it will be able to support with free ad credit. We’re currently awaiting official guidance from Google on what the ad credit will be per advertiser; we’ll update this blog once we know more. ## 5. Brands Continuing to Advertise During Slowdowns See Increased Sales & Market Share During & After The Recession According to this [Forbes](https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#1e96744f4608) article, during the 2008 recession, ad spending in the US dropped by 13%, with online seeing a smaller drop (2%) compared to traditional formats such as newspapers (27%) and radio (22%). However, those who continued to advertise reaped the benefits during & after the recession. As it notes, there are several reasons to advertise during a “slowdown”, such as: ## The Noise Level Can Decrease as Competitors Pull Back on Ad Spend - With more choice, consumers will block out the noise and often stick to what they know; a lot of the time in B2C ecommerce that means Amazon. - With Amazon not present, advertisers should take advantage of their absence and generate additional sales. ## The Cost of Advertising Drops During Slowdowns - As competitors pull back or suspend advertising, it becomes more cost-effective to advertise at similar levels. - Paid search continues to be auction based and, with less brands competing for clicks, it can be extremely cost-effective to continue advertising. ## When Marketers Cut Spend, Their Brands Lose Their “Share of Mind” - When not present in consumers minds, brands can quickly lose their market share. - A great example the article cites is that during the 1920s, the market leader of dry cereal was Post. - However, during the Great Depression, they significantly cut back their advertising budget. - Simultaneously, one of the competitors, Kellogg’s, doubled its spend and grew profits by 30% becoming the market leader; a position it retained for years to come. ## Brands Can Project Stability During Unstable Times - Whilst these times are unprecedented in the modern era, brands who do continue to advertise look strong to the market, whilst others who suspend or pullback can see their market shares decrease during and following market slowdowns. - Take for example this ad from Allstate which tackled the 2008 recession head on by reassuring consumers that better times are coming, having themselves been founded in 1931, around 18 months after the 1929 crash. - Whilst Allstate’s stock took a hit in 2008 (as most companies did), earlier this year their stock was trading at $125 a share (around 5x what it was following its dip during the 2008 financial crisis) and has continued rebounding well despite dropping due to COVID-19. Whilst it is understandable that some businesses will unavoidably suspend advertising, there is data ranging from the last couple of weeks to the last 100 years of business to suggest that if a business is still operating, it is advantageous to continue or even increase the levels of media spend which are being committed to advertising. Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [Clean Digital PPC Best Practice Series: Search Terms Here at Clean Digital, we have put together a "PPC Best Practice" blog series on what we believe are the fundamentals of a successful PPC strategy.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) [Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) [The Rise Of Variants What is a close variant match? Google explain it best here, although in short it’s Google’s method of matching what it sees as relevant terms](https://cleandigital.co.uk/blog/the-rise-of-the-variants) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19#blogposting", "url": "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19" }, "headline": "The E-Commerce Google Ads Landscape During COVID-19", "description": "Here we look at how E-commerce Google Ads during COVID-19 have been impacted. Which advertisers are pulling back, and which are continuing as normal.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/E-Commerce_Google_Ads_During_COVID-19.png" ], "datePublished": "2020-04-01T11:00:00.000Z", "dateModified": "2020-04-01T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "E-Commerce Google Ads During COVID-19" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The E-Commerce Google Ads Landscape During COVID-19", "item": "https://cleandigital.co.uk/blog/the-ecommerce-google-ads-landscape-during-covid-19" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising Markdown URL: https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising/index.md --- title: "The Emergence Of Amazon Advertising" description: "The world of digital advertising has been dominated by Google & Facebook for the best part of two decades. Amazon Advertising is now emerging in the Top 3" canonical: "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Emergence_of_amazon_advertising.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Emergence Of Amazon Advertising Amazon is a household name, known for being one of the world’s largest online marketplaces alongside Amazon Music, Amazon Prime and, most recently, [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) 27 January 2022 4 minute read  ## Listen to this article Your browser does not support audio playback. ## The world of digital advertising has been dominated by Google across search and Facebook across social for the best part of two decades. Many alternatives have come and gone, with Microsoft advertising being a useful secondary option to many businesses, but like many others, it has never managed to make a serious dent into the longstanding duopoly within the sector. Enter Amazon. Amazon is a household name, known for being one of the world’s largest online marketplaces alongside Amazon Music, Amazon Prime and, most recently, its Amazon stores - yet few people will be aware that it offers advertising services similar to Google. Established in 2012, Amazon Advertising (formerly Amazon Marketing Services) was created to allow Amazon to tap into the full potential of their business but later expanded further in 2013 as they realised the avenues they could explore with their data collection capabilities and retail connections. With Amazon Advertising reaching a global revenue of [£19 billion](https://www.statista.com/statistics/1196850/amazon-share-digital-advertising-revenue-worldwide/) and moving ahead of Microsoft as the [3rd largest advertising platform](https://www.brightedge.com/blog/amazon-advertising-third-largest-platform), do they have the power to make a serious dent within the status quo? ## **What does Amazon Ads Offer?** - [Sponsored products](https://advertising.amazon.com/en-gb/solutions/products/sponsored-products) - These self-service cost per click ads are used for individual products listings which will appear in shopping results and on the product detail pages - [Display ads](https://advertising.amazon.com/en-gb/solutions/products/sponsored-display) - Deliver messages on Amazon sites, apps, devices and third-party sites - [Video ads](https://advertising.amazon.com/en-gb/solutions/products/video-ads) - Engaging your audience on and off Amazon - [Stores](https://advertising.amazon.com/en-gb/solutions/products/stores) - Multi-page websites on Amazon for your brand ## **Why is Amazon Succeeding?** With Amazon Ads seeing an [87% growth](https://www.cnbc.com/2021/07/29/amazons-ads-business-posts-87percent-growth.html) year on year, what sets it apart from other platforms? Amazon believe that they can cover the requirements of their customer base with the three R's (Relationships, Relevance and & Results). - **Relationship** - Creating strong & trustworthy relationships with vendors and customers has made amazon a safe place to sell and shop. - **Relevance** - Amazon offer a variety of creative formats that allow sellers to reach the most interested shoppers with messaging that is directly tailored to their buying journey. - **Results** - Amazon provide insights that allow advertisers to understand the impact of their campaigns in order to empower businesses and optimise marketing strategies. Amazon has also been successful in finding niches in the market which serves them as a viable alternative to Google and Facebook. The platform allows businesses to track the buyer journey from the first click to any eventual sale. This allows these advertisers to gain an in depth look at what makes their customers tick and provides opportunities on optimisation around the most likely journey and behaviour of a customer. Amazon also possesses a far higher buyer intent than other platforms which is a massive plus point for any potential business considering selling on the platform. As Amazon Ads continues to grow and provide new opportunities for its advertisers, every e-commerce business should consider it as a 2022 option to expand their marketing strategies. ## **What does the future hold for Amazon Ads?** The jury is still out on whether Amazon can provide a serious long term threat to the duopoly, but Amazon Ads has the backing and presence to do it with a long term strategy that focuses on the needs of customers and advertisers. Amazon Ads looks to have had the initial impact the company desired, but its long term success appears to hinge on how effective the platform can be for its userbase. Nearly [40% of users](https://www.statista.com/statistics/1025149/marketer-views-amazon-ad-performance-vs-google-and-facebook-us/) felt that Amazon Ads offered greater ROAS then Google and Facebook, with a further 35% believing that the platform also offered greater campaign management. Amazon as a business has successfully diversified into other markets, so why should PPC be any different? It may be that early adopters see the greatest benefit from Amazon Ads before it becomes over saturated. ## **In Conclusion…** It is more than likely that Amazon will always be known as an e-commerce giant, rather than for any of its diversification but it is clearly trying to transition into a media conglomerate. With its growing channels and opportunities for advertisers, we may see vendors flock to get their piece of the pie and their ads in front of customer base that is growing day by day. It may be that, in the second half of the 2020s we ask the question ‘How did Amazon Ads become as big as Google and Facebook’ rather than ‘can it’. What do you think? Article author ## David Dye Contributor David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about [Amazon advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising), PPC automation and using [changes in customer demand](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) to plan campaigns. [More articles by David Dye](https://cleandigital.co.uk/blog/authors/david-dye) ## Share this article ## Related articles [What Does an Effective PPC Account Structure Look Like in 2022? To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) [Number 1 In The Search Results: Is This Really The Best Place To Be? Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) [Voice Search Integration Into PPC We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising#blogposting", "url": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising" }, "headline": "The Emergence Of Amazon Advertising", "description": "The world of digital advertising has been dominated by Google & Facebook for the best part of two decades. Amazon Advertising is now emerging in the Top 3", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Emergence_of_amazon_advertising.png" ], "datePublished": "2022-01-27T12:00:00.000Z", "dateModified": "2022-01-27T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "David Dye", "url": "https://cleandigital.co.uk/blog/authors/david-dye", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp", "jobTitle": "Contributor", "description": "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC automation and using changes in customer demand to plan campaigns." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Amazon advertising" ], "articleSection": [ "Insights", "Amazon Advertising" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Emergence Of Amazon Advertising", "item": "https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation Markdown URL: https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation/index.md --- title: "The Hidden Potential Of Time-Based Optimisation" description: "Using time-based optimisation techniques on Google Ads can help in a number of ways, e.g. save budget by bidding down in quiet periods" canonical: "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/time-based_optimisation.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Hidden Potential Of Time-Based Optimisation TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 10 January 2019 4 minute read  ## Listen to this article Your browser does not support audio playback. TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and automated rules to increase the efficiency of your media spend or increase engagement with dynamic time-sensitive ads. Analysing the change of user behaviour over different periods of time has a strong potential to help: - Save budget by bidding down in quiet periods - Maximise last-click results by increasing prominence in peak times - Make the most of your traffic by introducing time-sensitive offers - Increase relevance and CTR by tweaking ad copy at certain times So, in order to reap the benefits of time-based optimisation, you will need to dive into the data. **TIP:** Make sure you only include the conversion action that you would like to optimise towards e.g. sales or leads. If you are looking at multiple conversion actions, analyse them separately in order to distinguish between trends relating to different stages of the funnel. **TIP:** Use a long period of time (at least 1 year) for statistical significance and to avoid seasonality differences skewing your data. ## **Tim e of Month** - **Use your historic data to optimise monthly budgets** Export your Google Ads data over the period you’ve chosen, number the days in a month and sum the results for each day from all the months. This way you will look at the “traditional” month of performance for your account. **TIP:** Use conditional formatting to turn your table into a heat map and easily spot hot/cold periods. **TIP:** Split the month into periods based on the trends you notice in impression volume, CTR, conversion volume, conversion rate and revenue if applicable. Based on your findings, you can implement automated rules which bid up on a certain date each month and bid back down on another. In our example, there are three periods of the month, the beginning of the month being a research stage (high on-site engagement), and the last 10 days of the month being the high-value sales period (highest revenue per sale), potentially due to users being paid around that time. **TIP:** If you are bidding up by a percentage and would like to bid back down to return to your starting point. Use the formula 1 / (1+x) where x is the decimal form of the initial percentage bid change. ## Time of Day/Week - **Control presence through ad schedules** Use the “day” and “hour of day” segments on Google Ads to look for trends in performance. Implement a suitable ad schedule which bids up/down at certain periods. **TIP:** If you are looking to preserve budget, use the ad schedule to bid down at certain times and let your keyword bids determine your presence at all other times. Bidding up and down at the same time for different periods makes it harder to review and evaluate the results of your strategy especially if you have other bid modifiers like devices, demographic, audiences etc. Recently, Google made the ad scheduling more precise by allowing advertisers to bid in 15 mins increments as shown below: **TIP:** This can be useful if you are aligning bidding precisely with specific events, for example, increasing bids at the exact time your TV ad is showing which could increase your brand searched. - **Engage users in the right moment with relevant dynamic ads** Use the findings from your time of day/week analysis to tweak your ad messaging accordingly thus increasing relevance and CTR. This can be done using dynamic ad customisers that switch certain ad elements (e.g. headlines, descriptions) based on a set rule. Making your ads change in different time periods can make you stand out among the advertisers in the search results and also add a bit of character to your ads. For example, you can have ads highlighting specific time-sensitive offers or countdowns. The following ad showing on the days of the week when orders tend to be lower: Or the following countdown ad on a Monday evening to boost sales: Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Search Ads Above Or Below The Organic Results - Does It Matter? TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings.](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) [Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the](https://cleandigital.co.uk/blog/googles-new-demographic-options) [Using Click Share To Spot Performance Outliers In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation#blogposting", "url": "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation" }, "headline": "The Hidden Potential Of Time-Based Optimisation", "description": "Using time-based optimisation techniques on Google Ads can help in a number of ways, e.g. save budget by bidding down in quiet periods", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/time-based_optimisation.png" ], "datePublished": "2019-01-10T12:00:00.000Z", "dateModified": "2019-01-10T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "time-based optimisation" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Hidden Potential Of Time-Based Optimisation", "item": "https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-importance-of-ad-extensions Markdown URL: https://cleandigital.co.uk/blog/the-importance-of-ad-extensions/index.md --- title: "Ad Extensions: Why Are They So Important?" description: "A important way to maximise the efficiency of your PPC ads is to utilise ad extensions across your ads." canonical: "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Ad_Extensions.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Ad Extensions: Why Are They So Important? Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive [Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) 23 March 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. Paid advertising is a powerful digital marketing tool that can aid in attracting a desired audience to your website, enabling you to quickly drive relevant traffic to your website. Over the years, this space has become increasingly competitive as businesses continue to grow their presence online due to the market shift towards digital commerce. Due to this increase in competition, it’s more important than ever before to ensure your ads stand out from the crowd and catch your target audiences’ attention. One way to maximise the efficiency of your PPC ads is to utilise [ad extensions](https://ads.google.com/intl/en_uk/home/resources/how-google-ad-extensions-can-help-you-reach-valuable-customers/) across your ads. Ad extensions add value to your ads and don’t cost more to use. When used effectively, they can help to provide more context, drive clicks, and improve performance. There are various types of ad extensions available to use, including [sitelink extensions](https://support.google.com/google-ads/answer/2375416?hl=en-GB), [callout extensions](https://support.google.com/google-ads/answer/6079510?hl=en-GB), [image extensions](https://support.google.com/google-ads/answer/9566341?hl=en-GB), [location extensions](https://support.google.com/google-ads/answer/2404182?hl=en-GB), [call extensions](https://support.google.com/google-ads/answer/2453991?hl=en-GB) and [structured snippets](https://support.google.com/google-ads/answer/6280012?hl=en-GB). One of the primary benefits, and reasons that we use these as often as possible, is that they aid in increasing the visibility of your ads. In essence, they allow your ads to take up more space on the search engine results page, while also providing more information to users pre-click to help to qualify people’s interest before spending on the click. As a result, sitelink extensions help to drive overall click volume by increasing ad visibility, not just driving more traffic to your website, but also more qualified traffic. Ad extensions also allow businesses to provide more information on their ads outside of the standard 30-character limit headlines and 90-character limit descriptions available to advertisers. By adding ad extensions, you’re essentially giving yourself up to four additional spaces below your ads that not only allow you to add more information to potential customers but can also allow you to link to additional pages on your website all within the same search. In terms of the ad extensions available to users, additional information can be in the form of sitelinks to specific pages on the website, callout extensions to highlight specific features/unique selling points, or structured snippets to provide more context about your business and the products/services that you offer. By providing more information, businesses can increase the likelihood of ad clicks, leading to increased traffic to their website. Ad extensions have also been shown to increase click-through rates (CTRs) as they help to provide more relevant information to users early in the user journey. One of the best things, and main reasons that we would recommend incorporating them into your campaigns, is that they are free to add to PPC ads and do not cost anything extra to use. Essentially, this allows advertisers to improve the performance of their ads without spending more money on advertising. In conclusion, using ad extensions in PPC ads can provide numerous benefits, including increased visibility, more information, better user experience, increased click-through rates, cost-effectiveness, better targeting, and a competitive advantage. Check out **[our previous blog](https://cleandigital.co.uk/blog/10-ad-extensions-to-boost-your-google-search-ads)** for more information on the different ad extensions. Article author ## Sean McGauran Contributor Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He writes about using [Google Ads extensions](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) and [building brand awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) through paid advertising. [More articles by Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) ## Share this article ## Related articles [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here?](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) [Colourful Solutions: Automate Image “Color” Attribute With Python We all know how important it is to have a healthy feed full of attributes that allows Google to perform better by improving matching relevancy. However,](https://cleandigital.co.uk/blog/automate-image-color) [Account Level Negative Keywords: One List To Rule Them All Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions#blogposting", "url": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions" }, "headline": "Ad Extensions: Why Are They So Important?", "description": "A important way to maximise the efficiency of your PPC ads is to utilise ad extensions across your ads.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Ad_Extensions.png" ], "datePublished": "2023-03-23T12:30:00.000Z", "dateModified": "2023-03-23T12:30:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Sean McGauran", "url": "https://cleandigital.co.uk/blog/authors/sean-mcgauran", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/sean%20mcgauran%20transparent%20headshot.png", "jobTitle": "Contributor", "description": "Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He writes about using Google Ads extensions and building brand awareness through paid advertising." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "ad extensions" ], "articleSection": [ "Features", "Tips", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Ad Extensions: Why Are They So Important?", "item": "https://cleandigital.co.uk/blog/the-importance-of-ad-extensions" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-importance-of-brand-awareness Markdown URL: https://cleandigital.co.uk/blog/the-importance-of-brand-awareness/index.md --- title: "The Importance of Brand Awareness" description: "Learn how brand awareness supports paid media performance by increasing familiarity, trust and demand before a customer is ready to convert." canonical: "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/cocacola_future.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Importance of Brand Awareness Many businesses that we speak to say that they want to grow their businesses online, which is a great idea in today’s climate where consumers are [Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) 9 June 2021 4 minute read  ## Listen to this article Your browser does not support audio playback. Many businesses that we speak to say that they want to grow their businesses online, which is a great idea in today’s climate where consumers are buying more products and services online than ever before. However, it can often feel like quite a vague starting point as growth means different things for different business. A great starting point for any business that wants to begin their journey advertising online is to focus on growing their brands awareness.  If your business is new to advertising online, maybe you started offline but you’re looking to move online, or you have a brand new business that currently has no customers, then prioritising awareness as a key marketing objective is often a great place to start your journey. Awareness is the first step to success online and is fundamental to driving new customers to your website. Without awareness, potential customers will not have the opportunity to hear about you or learn more about what your business offers. Even well established online businesses continue to invest in awareness campaigns online to ensure that they have a steady supply of new visitors to their website as it is vital to continue to grow their online audience.  There are many ways that you can grow your brands awareness online, and many different strategies that can be implemented to achieve sustained new visitor growth. Are you looking to get people talking about your brand to generate discussion and promote word of mouth? Then implementing an awareness campaign across social media could be a great place to start. Facebook, Instagram, Twitter, and more recently TikTok can all be fantastic channels to promote growth and start to spread the word and generate discussions around your brand. Once you have a rough idea of who your target market is, these platforms make it very easy to target people who are likely to have an affinity to what you offer. Advertising on social media also has the added benefit of allowing people to like, comment, share and tag people in your ads, which can be a fantastic tool for promoting word of mouth and expanding your reach further. When considering how to approach gaining brand awareness through search engines, like Google and Bing, it’s important to think about exactly how a potential customer is likely to find a product or service that you offer, as it is very unlikely that they will search for your brand name directly if they haven’t heard of you before! In this instance, it’s important to think about what sort of searches your target market is likely to make and ensure that you have ads in place across these search terms. For example, if your business sells water bottles, then it would make sense to consider where potential customers are likely to use your water bottles, such as at work or in the gym, and try to place yourself in as many relevant searches as you can. In this example you could consider trying to appear on searches for things like ‘office accessories’ or ‘gym essentials’ to tap into some new users that aren’t necessarily looking for what you sell but may be interested in it based on what they’re searching for. Growing this list of potential searches is the best way to ensure that you’re constantly growing your brands awareness online and helps to ensure that as many new and relevant people as possible will spot your advertising efforts. While focusing on awareness isn’t always the most cost effective way to drive revenue for your businesses, it is an essential part of online advertising and helps to fuel growth and create a constant funnel of new users to your website and will help to promote new sales and create returning loyal visitors in the long term. Article author ## Sean McGauran Contributor Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He writes about using [Google Ads extensions](https://cleandigital.co.uk/blog/the-importance-of-ad-extensions) and [building brand awareness](https://cleandigital.co.uk/blog/the-importance-of-brand-awareness) through paid advertising. [More articles by Sean McGauran](https://cleandigital.co.uk/blog/authors/sean-mcgauran) ## Share this article ## Related articles [Store GCLIDs In A Google Sheets Document With GTM Sometimes, unfortunately, we don’t have a CRM to store useful information. Good for us, today we are going to cover a workaround that can help us to store](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) [Google Ads Targeting: What Are Affinity Audiences? Affinity Audiences are audiences available to target on Google Ads that consist of a group of people with similar lifestyles, passions and hobbies based on a](https://cleandigital.co.uk/blog/google-ads-targeting-what-are-affinity-audiences) [Voice Search Integration Into PPC We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As](https://cleandigital.co.uk/blog/voice-search-integration-into-ppc) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness#blogposting", "url": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness" }, "headline": "The Importance of Brand Awareness", "description": "Learn how brand awareness supports paid media performance by increasing familiarity, trust and demand before a customer is ready to convert.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/cocacola_future.png" ], "datePublished": "2021-06-09T11:00:00.000Z", "dateModified": "2021-06-09T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Sean McGauran", "url": "https://cleandigital.co.uk/blog/authors/sean-mcgauran", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/sean%20mcgauran%20transparent%20headshot.png", "jobTitle": "Contributor", "description": "Sean is an experienced paid search professional with 9 years of expertise in building, scaling, and optimising high-converting PPC campaigns since 2017. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He writes about using Google Ads extensions and building brand awareness through paid advertising." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Brand Awareness" ], "articleSection": [ "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Importance of Brand Awareness", "item": "https://cleandigital.co.uk/blog/the-importance-of-brand-awareness" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament Markdown URL: https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament/index.md --- title: "The PPC World Cup: Navigating Strategy During the Tournament" description: "Navigating the 2026 World Cup? Discover how the tournament is shifting search behavior and how your brand can play smart to capture second-screen PPC demand." canonical: "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/world-cup.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 12 June 2026 5 minute read  ## The whistle has officially blown. With the World Cup kicking off and Scotland back on the big stage, consumer attention across the country has completely shifted. But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can completely rewrite the rules of search demand, media buying, and consumer intent. To help you stay ahead of the volatility this month, here is our breakdown of how the tournament is shifting the digital advertising landscape - and how your brand can play smart to capitalise. ### 📺 The Future of Broadcast: Is This the Last 'Free-to-Air' World Cup? The battle for broadcast rights is changing how we think about top-of-funnel reach. Big tech giants are no longer just circling major sporting assets; they are actively rewriting the playbook. Look no further than this year's tournament landscape: YouTube giants like **CazéTV** are streaming all 104 World Cup matches entirely for free in major international markets. Traditional "free-to-air" television is fragmenting at lightning speed as viewing behaviors decentralise onto social-first streaming models. For digital marketers, this is a massive opportunity. As the action moves away from linear TV to digital spaces, the potential for hyper-targeted, programmatic video ads during live match streams will skyrocket. The brands preparing their responsive digital video assets now will be the clear winners of this shift. ### 🧠 The Attention Economy & The Ad-Blindness Trap As brands flood the market with tournament spend, the digital space is becoming incredibly crowded. While ad spend spikes, industry research highlights that generic advertising actually becomes _less_ effective during major tournaments due to the sheer volume of competing messages. Audiences experience immediate ad fatigue. The solution? Don't just add to the noise. Instead, lean heavily into capturing the demand that your massive competitors are generating. High-impact corporate sponsorships and multi-million-pound TV campaigns inevitably generate massive, sudden spikes in generic and branded search elsewhere on second screens. Ensuring your Paid Search budgets are uncapped for your own brand terms is the easiest way to capture that spillover demand precisely when your competitors pull users to their phones. ### 🪤 Leveraging the Hype Without Falling Afoul of Regulations Everyone wants to ride the wave of tournament excitement, but you have to play smart to avoid strict trademark penalties from official governing bodies. From a creative perspective, you don't need official corporate sponsorship to leverage the hype. Brands are seeing huge success by aligning promotions with the _culture_ around the game rather than the tournament itself - think "match-day prep," fast-delivery incentives during half-time, or reactive social campaigns based on the post-match mood. From a bidding perspective, if you are running e-commerce or retail campaigns, you need to expect a massive "Half-Time Surge" in mobile traffic. Implementing automated intraday bidding rules or scripts to boost your visibility precisely during that 15-minute half-time window - when millions of users simultaneously look down at their phones - can completely change your campaign efficiency. ## How We're Adapting Client Strategies at Clean Digital 🛠️ Theory is fine, but how does this look in a live ad account? Here is a look behind the scenes at how our account teams are tailoring real-world client campaigns to match active consumer context this month. ### 🏃♂️ Case Study: The Reactive Promo (Health & Fitness Sector) For one of our premier fitness clients, tactical alignment means capitalising directly on national momentum without needing official corporate branding. Our account team helped deploy a highly time-sensitive flash promotion tied directly to live tournament performance. The campaign's urgency is reactive - the offer remains active only as long as the home nation stays in the running. By dynamically shifting paid social creatives to mirror live match-day status, we insert the brand cleanly into the cultural conversation, earning high click-through rates while completely bypassing seasonal conversion fatigue. ### 💡 CD Insider: Managing the Media Buying Turbulence While high-impact, reactive campaigns grab the headlines, what happens to everyday, standard account performance? Here is what we're keeping an eye on for accounts running normal, non-tournament strategies: - ****Expect Minor Disruption:**** Search volumes and conversion rates will naturally see minor, erratic fluctuations during big match windows over the next month. - ****The Saving Grace:**** Unlike previous tournaments in Russia or Qatar where matches dominated daytime working hours, the North American time zones mean major kick-offs are pushed much later into the UK evening. - ****The Volume Factor:**** With the tournament expanding to a massive 48 teams, the group stages are highly diluted with niche fixtures (think Canada vs Bosnia). This means far fewer daytime lockouts where the entire UK general public is glued to a single screen. ****The Takeaway:**** Don't panic over slight day-to-day fluctuations. Monitor evening performance separately, track your multi-screen conversions, and let the group stage play out before making drastic structural account changes. ### 🏁 The Final Whistle... Our absolute favourite creative execution of the tournament so far has to go to **adidas** for their [**"Choose Scotland"**](https://x.com/adidasUK/status/2065343502896996622?s=46) campaign (featuring a brilliant cameo from Lewis Capaldi). A masterclass in emotional brand resonance - and a cracking watch! If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact) today. Don't forget to follow us for more digital marketing insights and [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304)! ## Frequently asked questions Can non-sponsor brands use the words "World Cup" or "FIFA" in PPC copy? **No.** FIFA holds strict trademarks over these terms. Using them in your ad copy without an official sponsorship can lead to immediate ad disapproval or trademark penalties. Instead, hint at the tournament culturally by using phrasing like _"the big match," "match-day prep,"_ or _"the summer tournament."_ How do tournament time zones impact UK search behavior? With the 2026 tournament hosted in North America, kick-offs are skewed much later into the UK evening compared to previous daytime tournaments. This means you should expect daytime search traffic for standard accounts to remain relatively steady, while conversion rate fluctuations will largely concentrate during late-night match windows. Should I pause my standard PPC campaigns on major match nights? **Generally, no.** Pausing campaigns disrupts the algorithm's learning data. Instead, leave your core brand search budgets uncapped to capture second-screen spillover traffic, and rely on automated rules or intraday scripts to temporarily adjust bids during high-distraction windows like half-time. Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [From Data to Doorstep. Your Next Location is Hiding in Plain Sight. Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling,](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) [Clean Digital Wins Silver Award: Why It Feels Like Gold...more than just fake videos of hamsters riding whales, more than confusing images that look almost real…but not quite! And more than just a](https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold) [Why Marketing Must Move from Seasonal to Signal Led In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament#blogposting", "url": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament" }, "headline": "The PPC World Cup: Navigating Strategy During the Tournament", "description": "Navigating the 2026 World Cup? Discover how the tournament is shifting search behavior and how your brand can play smart to capture second-screen PPC demand.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/world-cup.png" ], "datePublished": "2026-06-12T15:18:00.000Z", "dateModified": "2026-06-12T15:18:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "World Cup", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Python", "News", "Advanced Marketing Insights", "Paid Search", "Paid Media" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The PPC World Cup: Navigating Strategy During the Tournament", "item": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament#faq", "mainEntity": [ { "@type": "Question", "name": "Can non-sponsor brands use the words \"World Cup\" or \"FIFA\" in PPC copy?", "acceptedAnswer": { "@type": "Answer", "text": "No. FIFA holds strict trademarks over these terms. Using them in your ad copy without an official sponsorship can lead to immediate ad disapproval or trademark penalties. Instead, hint at the tournament culturally by using phrasing like "the big match," "match-day prep," or "the summer tournament."
" } }, { "@type": "Question", "name": "How do tournament time zones impact UK search behavior?", "acceptedAnswer": { "@type": "Answer", "text": "With the 2026 tournament hosted in North America, kick-offs are skewed much later into the UK evening compared to previous daytime tournaments. This means you should expect daytime search traffic for standard accounts to remain relatively steady, while conversion rate fluctuations will largely concentrate during late-night match windows.
" } }, { "@type": "Question", "name": "Should I pause my standard PPC campaigns on major match nights?", "acceptedAnswer": { "@type": "Answer", "text": "Generally, no. Pausing campaigns disrupts the algorithm's learning data. Instead, leave your core brand search budgets uncapped to capture second-screen spillover traffic, and rely on automated rules or intraday scripts to temporarily adjust bids during high-distraction windows like half-time.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-rise-of-social-search Markdown URL: https://cleandigital.co.uk/blog/the-rise-of-social-search/index.md --- title: "The Rise of Social Search: Gen Z Prefers TikTok & Instagram" description: "Social Search: Younger audiences are searching on platforms like TikTok and Instagram instead of Google." canonical: "https://cleandigital.co.uk/blog/the-rise-of-social-search" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/clean-digital-social-search-ads-agency-edinburgh.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Rise of Social Search According to a recent survey carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) 19 August 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## For years, Google has been the go-to for users searching for information online. Need a dinner spot? Google it. Curious about a product? Google it. But things are shifting, and social search is rising fast. According to a recent [survey](https://www.forbes.com/sites/johnkoetsier/2024/03/11/genz-dumping-google-for-tiktok-instagram-as-social-search-wins/) carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok in second place with 62%, while Google is in third place at 61%.  | **Platform** | **Usage Among 18-24 Demographic** | | --- | --- | | Instagram | 67% | | TikTok | 62% | | Google | 61% | ### So, what’s driving this shift? It all comes down to authenticity. The younger demographic is drawn to content that feels real and relatable. Instead of reading a paragraph review on TripAdvisor, they’d much rather watch a 15-second video of someone actually trying out a new cafe, skincare product, or holiday destination. They trust real people in real places sharing honest opinions, something traditional search engines can’t offer in the same way. Plus, this generation has grown up with social media as part of daily life, so using Instagram or TikTok to search for products or services likely feels natural to them. ### How social platforms are adapting to the social search shift Social platforms have taken notice of this, for instance, Instagram recently rolled out a major update that allows content from professional accounts (like businesses and creators) to appear in Google search results. This is a global rollout, meaning if you run a business or creator account, your content could show up in Google’s search results page. That includes everything from reels to carousels to static posts. For example, if your skincare brand posts a product demo and someone searches “skincare” on Google, your post might show up, which is great added visibility for your business. And with this shift, captions and hashtags have become even more important as they’ll help with discoverability in Google’s SERP too. Using the right keywords in your posts now means you're optimising not just for the Instagram algorithm, but also for Google. It’s worth noting that this feature is turned on by default for eligible public business accounts, but you can opt out. Just head to Settings > Privacy > and turn off “Allow public photos and videos to appear in search engine results”. Additionally, TikTok has also recognised how users are changing the way they search and has built features around that behaviour within the app itself. According to TikTok, 57% of users utilise the in-app search bar, and nearly a quarter start searching within 30 seconds of opening the app. To tap into this, TikTok has introduced search ads this year, allowing businesses to appear in relevant search results based on the keywords users are typing in. It’s a big opportunity to get in front of users right when they’re actively looking for something.  Example of TikTok Search Ad on the right The bottom line is, if your audience is the younger demographic, being on Instagram and TikTok is essential. These platforms aren’t just about community and engagement anymore, they’ve evolved into key tools for discovery, and **social search** is a natural evolution for a demographic that has used these platforms their entire lives. Don’t miss the opportunity to get in front of users where they’re actively searching. The brands that understand and embrace this shift will be the ones that stay both visible and relevant. If you'd like to learn how your business can benefit from surfacing content on social media platforms, [get in touch.](https://cleandigital.co.uk/contact) ## Frequently asked questions Which social platforms are most popular for search among young people? Instagram is the leading search platform for the 18-24 demographic; however, TikTok is in a close second place, with 62% usage for search, while Google is third at 61%. How can my business appear in social search ads? Businesses can adapt in two key ways to survive the shift to **social search**. First, on Instagram, use relevant keywords in captions and hashtags, as this content can now appear in Google's search results. Second, on TikTok, businesses can use the new "search ads" feature to appear in front of users who are actively searching for specific keywords within the app. If you'd like guidance to help get set up for search ads on TikTok or any other social search platform, [we can help.](https://cleandigital.co.uk/paid-social) Why are younger audiences using social media for search instead of Google? Social search is appealing to younger audiences because they value authenticity. Users in the 18-24 demographic prefer watching short, relatable videos of real people trying products, visiting cafes, or sharing honest opinions, which they find more trustworthy than traditional text-based reviews. Your ads need to appear alongside these search results if you want to survive. [Find out how we can help.](https://cleandigital.co.uk/paid-social) Article author ## Megan MacArthur Contributor Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about [ad creative](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing), [TikTok Search Ads](https://cleandigital.co.uk/blog/tiktok-search-ads) and how people search for products on social media. [More articles by Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) ## Share this article ## Related articles [Why Our Strong Company Culture Has Been Key To Our Success “A company is only as good as its people.” - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) [Meta Andromeda: What It Means for Your Meta Ads Strategy For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) [TikTok Search Ads: Capturing Intent in the Moment In recent years, consumers have changed the way in which they search for products and services. The rise of ‘social search’ has paved](https://cleandigital.co.uk/blog/tiktok-search-ads) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-rise-of-social-search#blogposting", "url": "https://cleandigital.co.uk/blog/the-rise-of-social-search", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-rise-of-social-search" }, "headline": "The Rise of Social Search", "description": "Social Search: Younger audiences are searching on platforms like TikTok and Instagram instead of Google.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/clean-digital-social-search-ads-agency-edinburgh.png" ], "datePublished": "2025-08-19T09:51:00.000Z", "dateModified": "2025-08-19T09:51:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png", "jobTitle": "Contributor", "description": "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about ad creative, TikTok Search Ads and how people search for products on social media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "social search" ], "articleSection": [ "Insights", "TikTok", "Meta Ads", "Instagram" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-rise-of-social-search#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Rise of Social Search", "item": "https://cleandigital.co.uk/blog/the-rise-of-social-search" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/the-rise-of-social-search#faq", "mainEntity": [ { "@type": "Question", "name": "Which social platforms are most popular for search among young people?", "acceptedAnswer": { "@type": "Answer", "text": "Instagram is the leading search platform for the 18-24 demographic; however, TikTok is in a close second place, with 62% usage for search, while Google is third at 61%.
" } }, { "@type": "Question", "name": "How can my business appear in social search ads?", "acceptedAnswer": { "@type": "Answer", "text": "Businesses can adapt in two key ways to survive the shift to social search. First, on Instagram, use relevant keywords in captions and hashtags, as this content can now appear in Google's search results. Second, on TikTok, businesses can use the new "search ads" feature to appear in front of users who are actively searching for specific keywords within the app. If you'd like guidance to help get set up for search ads on TikTok or any other social search platform, we can help.
" } }, { "@type": "Question", "name": "Why are younger audiences using social media for search instead of Google?", "acceptedAnswer": { "@type": "Answer", "text": "Social search is appealing to younger audiences because they value authenticity. Users in the 18-24 demographic prefer watching short, relatable videos of real people trying products, visiting cafes, or sharing honest opinions, which they find more trustworthy than traditional text-based reviews. Your ads need to appear alongside these search results if you want to survive. Find out how we can help.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-rise-of-the-variants Markdown URL: https://cleandigital.co.uk/blog/the-rise-of-the-variants/index.md --- title: "The Rise Of Close Variant Search terms" description: "There have been a few updates to the scope of “close variant” search queries in recent years, whilst Google announced BERT last month which is sure to impact on" canonical: "https://cleandigital.co.uk/blog/the-rise-of-the-variants" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/variant.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Rise Of Variants What is a close variant match? Google explain it best here, although in short it’s Google’s method of matching what it sees as relevant terms [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 19 November 2019 5 minute read  ## Listen to this article Your browser does not support audio playback. ## Google are continuing to push the boundaries of how they match queries to the keywords we include in Google Ads campaigns. There have been a [few](https://searchengineland.com/googles-exact-match-close-variants-expand-again-now-include-same-meaning-variations-305056) [updates](https://searchengineland.com/google-extends-same-meaning-close-variants-to-phrase-match-broad-match-modifiers-320138) to the scope of “close variant” search queries in recent years, whilst Google announced [BERT last month](https://searchengineland.com/welcome-bert-google-artificial-intelligence-for-understanding-search-queries-323976) which is sure to impact on matching moving forward. What is a close variant match? Google explain it best [here](https://support.google.com/google-ads/answer/9342105?hl=en-GB), although in short it’s Google’s method of matching what it sees as relevant terms that wouldn’t have otherwise matched to your keywords. Whilst this has obvious upsides (more matching = more volume, without the need to add in thousands of keywords), it’s really important to know the extent of the close variant matching in any accounts you manage whilst also reviewing the relevance of the close variants you are being matched to. To get some context on the scale of the close variants matching, we analysed ~50 accounts that have had presence in the last year and a half and came up with some pretty interesting discoveries: ## The % of close variants appears to be increasing The graph above shows the close variant matches as a % of total search query impressions across the accounts. The ratio started at just over 10% in mid-2018, to consistently above 20% in the past few months in 2019 ## Close variant queries have higher CPCs CPCs are consistently higher, at an average of 21% higher CPCs than regular matched queries. 68% of the accounts we analysed had close variant CPCs higher than the regular matched queries. In our reviews, we isolated Brand & non-Brand queries and CPCs were up on both in the accounts we tested. For Brand, we found that there were instances whereby slight misspells had up to 10x the avg CPC of the actual exact match brand query. ### The question we’d have here is; why are CPCs higher on the close variant queries? We’re thinking Quality Score must be a factor here, as the queries are less relevant to the ads than the intended Exact/Phrase keywords. Quality Score has historically been calculated at keyword level, so if specific queries are being “punished” with higher CPCs then this calculation must have been tweaked by Google. Would love to hear any other thoughts on this! ### Are there implications on wider performance? The most important question here; are the close variant’s relevant and is performance comparable to the regular keyword match type? This is something that needs to be answered on an account by account basis, although I’ve given some examples from a couple of verticals below. In an e-commerce Google Ads account we run; non-Brand Close Variant comes in with higher CPC’s ($0.48 vs. $0.40), lower CTR’s (11% vs 14%) and lower ROI (9:1 vs 11:1). Whilst there is definitely merit in having a huge chunk of the close variant traffic live as it is still providing Revenue, it’s clear performance isn’t as strong as the core matching queries (where we have more control on messaging/bidding etc). In our research we found that the matching for close variants is generally pretty strong, with most the high volume queries tending to be plurals/misspells. However, we have noticed a few instances whereby the intent of the query has changed following the close variant match. For example, a query “university of birmingham” can match from a “university in Birmingham” keyword. The intent of the search completely changes; a user looking for a specific university rather than an option of all universities in their target location. If we’re paying the same CPC’s (or higher for close variant) then that’s not ideal, as we’d expect conversion rate to be significantly lower on the “competitor” type search. ### Some next steps! - Audit your account to see what extent your queries are matching to close variants. Establish the performance of the close variants, as this will determine the scale/scope of the changes you’ll need to make. - Next, review the match quality of the close variants in your search query reports. For all close variants with strong volume, you will decide whether to leave matching to your keyword as it is, add in as a keyword in it’s own right or add in as a negative. For more advanced analysis, you can pull an nGram report for all close variants, so that you can diagnose theme performance at scale to help with any new adgroups or negative keyword lists. - Finally, I’d recommend that you consistently monitor the ratio of close variants as a % of total, and make a rule to perform a search query deepdive if the ratio increases significantly on any given day/week. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Human Led Automation For E-Commerce PPC - Part 1 When running a PPC campaign the most important question is usually; “how much can I afford to pay for my traffic that ensures we get enough volume](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1) [Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) [Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”.](https://cleandigital.co.uk/blog/reporting-beyond-average-position) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-rise-of-the-variants#blogposting", "url": "https://cleandigital.co.uk/blog/the-rise-of-the-variants", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-rise-of-the-variants" }, "headline": "The Rise Of Variants", "description": "There have been a few updates to the scope of “close variant” search queries in recent years, whilst Google announced BERT last month which is sure to impact on", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/variant.png" ], "datePublished": "2019-11-19T12:00:00.000Z", "dateModified": "2019-11-19T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "variant" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-rise-of-the-variants#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Rise Of Variants", "item": "https://cleandigital.co.uk/blog/the-rise-of-the-variants" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing Markdown URL: https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing/index.md --- title: "Why Creative Matters in Paid Media" description: "Learn why creative matters in paid media, why it’s just as important as media spend, and how stronger ads can drive better engagement and conversions." canonical: "https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/creative-blog.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Why Creative Matters in Paid Media In paid media, data and spend often get all the attention, but the role of creative is often overlooked. Without strong, engaging ads, even the biggest [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) 13 July 2026 3 minute read  ## Why It Matters In paid media, data and spend often get all the attention, but the role of creative is often overlooked. Without strong, engaging ads, even the biggest budgets can only take you so far. Spend alone won't improve CTRs or conversions. On the flip side, great creative without sufficient reach can't scale if it doesn't get in front of the right audience. The campaigns that truly reach their potential are the ones that treat creative as a core part of the strategy, not an afterthought. ### Creative Supports Performance Big budgets can't make up for weak ads or messaging. If your content doesn't grab attention, communicate clear value, or actually connect with your audience, it'll just get lost in the noise. When that happens, engagement drops and spend becomes less efficient rather than working as effectively as it could. That's why creative strategy matters. It's not just about having lots of assets, but about building a thoughtful content portfolio and continuously testing what works. At the centre of it all is your audience. What do they actually want to see? What do they care about? Sometimes it's the product itself, sometimes it's how it's made, and sometimes it might be something more human like behind the scenes insights. Keep testing different concepts, hooks, and video styles, then look at how your audience responds. Use that feedback loop to improve over time. Stay flexible, and be open to change, because audience needs and preferences can change over time. ### Social Channels Move Fast Platforms like [TikTok](https://www.tiktok.com/) and [Instagram](https://www.instagram.com/) are constantly evolving, with new ad formats, trends, and user behaviours emerging all the time. Brands that aren’t actively listening to their audience and updating their ads accordingly can quickly fall out of step, making it harder to stand out, stay relevant, and drive performance, ultimately limiting CVR potential. The key is balancing responsiveness with consistency, adapting to what works without chasing every trend or platform, while staying aligned to your brand values and positioning. ### Invest in Creative to Maximise Performance No matter how much you spend, performance can only get you so far without strong creative and strategy. It shouldn't be an afterthought in paid media. It's worth investing part of your budget into developing ads that actually make your audience stop scrolling, engage, convert, and remember your brand. Think about it - what ads actually make you stop scrolling? Chances are it's not the ones that blend in with everything else or the ones you keep seeing over and over without being refreshed. Some questions to ask yourself: - What do we know about our audience - their needs, interests, and pain points? - How does our product or service fit into their life, and what value are we offering them? - How are we bringing this to life in a way that stands out, through content, storytelling, or partnering with influencers/content creators? If you’d like support with paid social strategy, [get in touch](https://cleandigital.co.uk/contact), we’d be happy to help! ## Frequently asked questions Why is creative so important in performance marketing? Creative is what captures attention, communicates value, and drives engagement. Without strong creative, even high budgets and precise targeting can only take your campaigns so far. Can strong media spend compensate for weak creative? Not really. Big budgets might increase impressions, but if the creative doesn’t resonate, clicks, conversions, and engagement will suffer, meaning you’re not maximising your spend. How often should I refresh my creative? Creative should be updated regularly to stay relevant. For social platforms like TikTok and Instagram, refreshing every 2–3 months or when engagement dips is a good rule of thumb. What types of creative perform best? It depends on your audience and platform, but testing a mix of formats including video, carousels, static images, as well as different hooks and messaging, is key to finding what resonates. How do I know if my creative is underperforming? Look at engagement metrics like CTR, time on landing page, and conversions. Low engagement despite strong targeting often indicates that the creative isn’t capturing attention or communicating value effectively. Article author ## Megan MacArthur Contributor Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about [ad creative](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing), [TikTok Search Ads](https://cleandigital.co.uk/blog/tiktok-search-ads) and how people search for products on social media. [More articles by Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) ## Share this article ## Related articles [From Data to Doorstep. Your Next Location is Hiding in Plain Sight. Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling,](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [Why Marketing Must Move from Seasonal to Signal Led In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing#blogposting", "url": "https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing" }, "headline": "Why Creative Matters in Paid Media", "description": "Learn why creative matters in paid media, why it’s just as important as media spend, and how stronger ads can drive better engagement and conversions.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/creative-blog.png" ], "datePublished": "2026-07-13T14:19:00.000Z", "dateModified": "2026-07-13T14:19:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png", "jobTitle": "Contributor", "description": "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. 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Without strong creative, even high budgets and precise targeting can only take your campaigns so far.
" } }, { "@type": "Question", "name": "Can strong media spend compensate for weak creative?", "acceptedAnswer": { "@type": "Answer", "text": "Not really. Big budgets might increase impressions, but if the creative doesn’t resonate, clicks, conversions, and engagement will suffer, meaning you’re not maximising your spend.
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" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-shady-world-of-search-partners Markdown URL: https://cleandigital.co.uk/blog/the-shady-world-of-search-partners/index.md --- title: "The Shady World Of Search (Partners)" description: "Search partners on Google Ads is not always what it seems. Take a look in your Auction insights reports to see if you come up against the same issues." canonical: "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Search_Partners.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The Shady World Of Search (Partners) On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: The question [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 23 September 2019 3 minute read  ## Listen to this article Your browser does not support audio playback. ## We’ve noticed something strange when reviewing our Auction Insights for one of our high value/CPC lead gen clients – a few “search engines” popped up as competitors on some core terms in recent months. On doing some digging across verticals, we’ve found the below search engines prominent in some high volume/CPC search themes: - www.pronto.com (owned by Ask Media Group) - www.smarter.com (owned by Ask Media Group) - www.izito.co.uk (owned by Visymo Universal Search Group) - www.zapmeta.com (owned by Visymo Universal Search Group) The question we’d have here, how is this viable? Without owning the PPC accounts of these search engines it’s hard to be sure, although we’ve included a “guesstimate” below. These sites appear to power their search results through (almost exclusively) ads from Google via the Search Partners network. By doing this, they’ll be getting a % of the high value CPC that Google is charging advertisers for these clicks. To make it viable for these search engines to bid for these keywords on Google Search, they’ll set a CPC limit that will be the maximum of the Search Partner CPC portion they receive on their results page (assuming a % CTR). Further, it looks like they are showing ads on a potentially low-cost generic keyword, and serving ads on a higher cost head term. So, lets say they are bidding £2 (paying £1.75) to appear in position 5 in an auction and redirect to their Search Results page that has a Top of Page CPC of £10;every click they get on their ad will be profitable if enough users to click on the (up to) £10 ad units on their results page. With this in mind, we reviewed Search Partner presence for one of our high CPC advertisers and found the below: - The % of Search Partner clicks has increased from 1% in January to 5% in August. This makes sense, if the search partners are actively using Google to feed their funnel - Search Partner CPC’s have gone from ~25% cheaper than Google Search to ~20% more expensive. Suggesting the Search Partners are “optimising” toward the higher value CPC units - Our advertisers Search Partner ROI is down 40% YoY Given the switch in Search Partner intent and impact on CPC’s (and ROI), we’ll be reviewing our Search Partner presence across all accounts. Google only gives a binary “on or off” option for presence on Search Partners (rather than a bid adjustment like Device, Location etc), so we’ll likely be turning Search Partners off in all instances we have seen performance take a hit. It'll be interesting to see how Google deals with this type of Search Partner activity; as in our eyes it doesn’t add anything to either the advertiser or user. The advertiser is “punished” by a high CPC from what is essentially a low position click on a less trusted site than Google, whilst the user is served with a low quality/relevance Search Result page with exactly the same ads present. **I’d urge all Google Ads advertisers & agencies to have a look at the Auction Insights and review Search Partners to see if this is occurring.** Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Reporting Beyond Average Position But wait a second, what exactly is the average position? According to Google, this metric is “the order in which your ad shows up on a page”.](https://cleandigital.co.uk/blog/reporting-beyond-average-position) [LinkedIn Profile Targeting In Your Microsoft Ads Search Campaigns: The Good And The Bad Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. It's](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) [Input Orientated Mindset - When PPC And Poker Overlap Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a](https://cleandigital.co.uk/blog/input-orientated-mindset-when-ppc-and-poker-overlap) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners#blogposting", "url": "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners" }, "headline": "The Shady World Of Search (Partners)", "description": "Search partners on Google Ads is not always what it seems. Take a look in your Auction insights reports to see if you come up against the same issues.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Search_Partners.png" ], "datePublished": "2019-09-23T11:00:00.000Z", "dateModified": "2019-09-23T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "search partners" ], "articleSection": [ "Insights", "Search Partners" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The Shady World Of Search (Partners)", "item": "https://cleandigital.co.uk/blog/the-shady-world-of-search-partners" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/the-world-of-spotify-advertising Markdown URL: https://cleandigital.co.uk/blog/the-world-of-spotify-advertising/index.md --- title: "The World of Spotify Advertising" description: "With free users making up 60% of the user base, Spotify Advertising can be an effective way to reach more people, and get more ears on your product." canonical: "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Spotify_Advertising.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # The World of Spotify Advertising What is Spotify Advertising? Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and [Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) 8 October 2020 6 minute read  ## Listen to this article Your browser does not support audio playback. **What is Spotify Advertising?** **Spotify is an online music streaming service that offers both free & premium access to a diverse library of music and podcasts for streaming. Spotify Premium users are granted additional benefits including the option to download music for offline play, ad-free listening, unlimited song skipping and higher-quality audio. Free users, who make up circa 60% of Spotify’s user-base, are served an occasional advertisement in return for access to the service, allowing Spotify to monetise their platform, and opening it up to advertisers like yourself.** **At a time when people are increasingly more difficult to reach with effective brand messages, Spotify provides a way to tap into vast, engaged audiences at key touch points throughout the day via the emotionally connected medium of Audio.** **Audio advertisements on Spotify can run for up to 30 seconds, they cannot be skipped, and they are played to Free-tier users every 15 minutes or so. A branded image accompanies the audio ad (showing where the cover art would appear when music is playing). These ads can be served anywhere people can access Spotify, across any device, when someone is streaming music.** **Tell Me More** **Our team will apply their knowledge of the market and effective targeting to utilise [Spotify Ad Studio](https://adstudio.spotify.com/) to plan and book your audio/display ad, but first we’ll need a few things. To get started we’ll need to know what it is that you’re promoting, who it is that you want to target, and what your budget is for the campaign. The following key-steps highlight the specifics that we’ll go through when planning a potential Spotify campaign for you:** **1. Who are we targeting – Age, Gender, Location, and Platform(s).** **Additional targeting options can also be layered on top of the above, however this is dependent on the deliverability of the campaign. These options can include things such as genre, interests, or real-time context targeting – think about those ads you hear in the lead up to lunch-time, or on a Friday afternoon, that influence your choice of potential takeaway.** **2. What is the budget for your campaign, and when would you like it to run?** **When would you like your message to be delivered (specific days of week, weekends only etc.), and how much do you want to allocate in terms of campaign budget? It’s worth noting here that minimum spend on Spotify is £250.** **3. Upload or create your ad – Upload your image and audio ([guidelines](https://adstudio.scdn.co/assets/landingpage/ad-studio-guidelines-2-1.pdf)).** **We will use any brand display assets that you have, or we can help to create these for the visual element of the campaign that will show as your ad is playing. This is clickable and will direct listeners to a URL that you define. If you have a pre-recorded audio ad, we can use this for the audio element of the ad, however if you don’t have an ad pre-recorded, never fear, Spotify will help with production of a brand new one using professional voice actors.** **We’ll let them know what you want your ad to say and how it should sound, and they’ll produce an ad for you. You can even define specifics such as language, preferred voice profile (deep or high-pitched, etc.) and give any specific instructions you may have for the voice actor. This generally takes around 24-48 hours to be produced and ready for review. Once the ad is recorded, you can review it for any changes, reject it, or approve it and begin serving! Did we mention this service is free?!** **[Here’s](https://adstudio.spotify.com/#listen-to-an-ad) an example of how an ad will look and sound on Spotify.** **4. Confirm the campaign – Sit back & let your ad be served to your audience.** **We’ll check in with the reporting (which begins to populate with statistics 24 hours after the campaign has started), monitor, and report back to you on the status of the campaign as it runs, as well as providing a post-campaign report.** **Spotify Creative Best Practice** - **Ads tend to work best when you match your ad’s messaging to your website’s tone of voice – creates a seamless feeling.** - **Personalised ads tend to trigger a higher level of engagement – potentially use alternate ad copy for different locations, or get creative.** - **Be sure to include a direct call-to-action in your ad, tell your audience what you’d like them to do (click-through, sign-up, share etc.).** - **Think about the type of music you would like to include with your ad, as this can promote intent in your audience – what kind of music fits your audience and the message you are sharing with them?** - **Don’t forget to clearly include who you are – say your brand’s name.** - **There is such a thing as over-targeting – Feel free to hone in on an audience, but ensure that you’re not being too specific with your targeting as you could miss out on potentially valuable impressions.** **Check out further best practice notes [here](https://adstudio.spotify.com/getting-started-on-ad-studio-education-marketers)!** **Additional Notes** **Full Targeting Options** - **Habits** - **Mindsets** - **Tastes** - **Demographic** - **Genre** **Interest Targeting** **Reach people based on their regular activities and topics that they’re passionate about. This is informed by their recent streaming behaviours including podcast, playlist, and platform preferences. These topics are:** **Real Time Context Targeting** **Reach people who are listening to their favourite music or playlists tailored to specific moments, based on their real-time listening behaviour. Relevant contexts can include Chill, Dinner, Cooking, Focus, Holidays, Study, Workout etc.** **Reporting** **Stats begin to populate 24 hours after your campaign goes live. Some of the metrics included in the report will be:** - **Ads Served** - **Clicks** - **Clickthrough rate** - **Reach** - **Frequency** **As well as additional metrics specific to the audience(s) that your ads have been served to.** **What are the full-range of options on Spotify?** - **Display / Audio – This is what we can plan and book through Ad Studio** - **Display Only (Leaderboard) – Desktop/Web Only** - **Display Overlays – ‘Welcome Back’ style** - **Branded playlists – custom playlists with your logo, custom text and an optional link to a landing page (min. 20 songs and only one track per artist)** - **Sponsored Sessions – ad-free listening in exchange for viewing your video** - **Video Takeover – Show during a commercial break when desktop app is in-view (on screen)** - **Homepage Takeovers – Display ads that enable you to take over the Spotify homepage for 24 hours. Combine branded background skins and an interactive area (both clickable)** - **Branded Moments – Similar to sponsored sessions, but allow you to serve sequential display ads** **A Final Word…** **To sum up, no matter the size of your business or fan base, Ad Studio lets you be heard in the moment. Maximise your reach with easy-to-make ads that sound great! Want to find out more about how Spotify Ads could help your business? Reach out to our team for more information!** Article author ## Logan Hunter Contributor [More articles by Logan Hunter](https://cleandigital.co.uk/blog/authors/logan-hunter) ## Share this article ## Related articles [Clean Digital PPC Best Practice Series: Google Shopping Since its inception Google Shopping has come full circle; initially starting as free listings, before becoming a fully-paid platform under Google Ads. In](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) [PPC Best Practice: Brand Campaigns – Are they worth it? Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) [Clean Digital PPC Best Practice Series: Location Strategy So we’ve established the importance of search queries as a foundation of a solid PPC (Best Practice) strategy. Next up: location bidding, which](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-location-strategy) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising#blogposting", "url": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising" }, "headline": "The World of Spotify Advertising", "description": "With free users making up 60% of the user base, Spotify Advertising can be an effective way to reach more people, and get more ears on your product.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Spotify_Advertising.png" ], "datePublished": "2020-10-08T11:00:00.000Z", "dateModified": "2020-10-08T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Logan Hunter", "url": "https://cleandigital.co.uk/blog/authors/logan-hunter", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Website%20-%20DALL-E%20Images%20%288%29.png", "jobTitle": "Contributor" }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Spotify Advertising" ], "articleSection": [ "Tips", "Spotify" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "The World of Spotify Advertising", "item": "https://cleandigital.co.uk/blog/the-world-of-spotify-advertising" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/three-years-of-employee-ownership Markdown URL: https://cleandigital.co.uk/blog/three-years-of-employee-ownership/index.md --- title: "What Three Years of Employee Ownership Looks Like" description: "Employee ownership has transformed Clean Digital. Three years into our journey, we share our milestones, lessons, and why more companies should take the leap." canonical: "https://cleandigital.co.uk/blog/three-years-of-employee-ownership" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/employee-ownership.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # What Three Years of Employee Ownership Looks Like "A company is only as good as its people" A phrase many businesses throw around, but back in May 2023, we decided to truly put our money [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 17 July 2026 4 minute read  ## Employee ownership was one of the best moves we've ever made (you should do it, too!) "A company is only as good as its people" A phrase many businesses throw around, but back in May 2023, we decided to truly put our money where our mouth is. We transitioned Clean Digital to a 100% employee-owned model. Three years on, we can safely say it’s one of the best business decisions we’ve made. Moving to employee ownership (EO) hasn't just been a structural change behind the scenes; it has completely transformed how we work, collaborate, and grow. Ever wondered what the EO journey actually looks like? Or, are you considering it for your own business? Here is a look at our story so far. ### Our journey so far Transitioning to EO doesn’t happen overnight. It’s a learning curve, but the milestones we’ve hit along the way have made every bit of effort worth it. #### 1. Redefining who we are As soon as we became employee-owned, we brought the whole team together to rewrite our company values. If we were all going to think like owners, we needed a collective compass. Together, we built our four pillars: - **Be Leaders:** Thinking like owners, driving thought leadership, and taking initiative. - **Have Passion:** Bringing enthusiasm to everything we do. - **Be Curious:** Staying proactive and solution-oriented (further empowering our Data team to build incredible custom tools like [ROVER](https://cleandigital.co.uk/rover), [SignalPulse](https://cleandigital.co.uk/signalpulse), and [BrandGuard](https://cleandigital.co.uk/brandguard)). - **Bring Value:** Making our time count for both our clients and the agency. #### 2. Giving everyone a voice (and a vote!) We established a brilliant governance structure featuring a Board of Directors alongside elected Trustee Directors who rotate every two years to keep ideas fresh. To make sure every team member, regardless of seniority, could comfortably voice ideas or ask questions, we held one-to-one sessions and created dedicated channels for open discussion. Today, our regular trustee meetings are highly collaborative, incredibly efficient, and genuinely shape our future. #### 3. Rewriting the hiring process With employee ownership, the stakes for hiring are high. We want people who truly align with our collaborative culture. To solve this, we involve as much of the team as possible in the recruitment process. #### 4. Award wins and nominations In 2025, we won not one but two awards at the UK Culture Awards: "Best Agency to Work For" and "Best Culture Transformation Initiative" - both directly attributed to our shift to employee ownership! We were also named a finalist for the "Employer of the Year" award at the ECC Business Awards 2026.  ### The perks of shared success When the company does well, everyone benefits. Because we’ve managed to grow our business while keeping our close-knit team incredibly efficient, we’ve been able to reinvest heavily in our people. Here are just a few things we’ve introduced since becoming employee-owned: - **Regular Profit Shares:** Rewarding the team’s hard work with a direct stake in our financial success. - **Enhanced Leave:** We introduced a Buy/Sell holiday scheme, increased our overall annual leave, and enhanced our Parental Leave policies. - **Health, Wellness & Lifestyle:** Alongside our Private Health Insurance via Vitality, we’ve introduced a dedicated "Wellness Hour" for personal activities, and a Cycle2Work scheme. - **Office Flexibility:** Got a gig straight after work? Want to get to that early yoga class? No problem. Keeping our core hours during the middle of the day, we introduced more wiggle room for late starts and early finishes to improve work/life balance! ### Why we recommend employee ownership If you’re a business owner weighing up the future of your company, or a team member wondering if EO is right for your workplace, here is our advice: do it. Traditional agency structures can sometimes feel rigid, but EO aligns everyone’s goals. We’ve maintained an incredibly high staff retention rate (our very first employee is still with us over a decade later!), successfully navigated major industry shifts in AI, expanded our client base, and even picked up some amazing industry recognition. Employee ownership creates an environment of trust, transparency, and shared ambition. When you empower your team to think like owners, they don't just help the business grow - they build a workplace they actually enjoy coming to every day. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact), and please follow us for more digital marketing related content! Or you can [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304). ## Frequently asked questions What actually changes for clients when an agency becomes employee-owned? On a day-to-day level, the exceptional service stays the same - but the mindset elevates. Because every team member literally has a stake in the business, they think and act like business owners. This naturally drives higher motivation, proactive problem-solving, and a deeply personal investment in our clients' success. How does decision-making work with a team of "owners"? It’s collaborative but structured. We are governed by a Board of Directors working alongside elected Trustee Directors who rotate every two years. Through quarterly trustee meetings and open communication channels, we make sure every voice is heard on big-picture decisions without slowing down our agile, day-to-day operations. What is your number one tip for companies considering the transition to EO? Get your team involved early. Transitioning to EO is a learning curve, but actively shaping our company values and decision-making processes _together_ from day one is what gave us our strong foundation. Focus on open communication and trust, and the rest will follow. Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [Clean Digital Wins Silver Award: Why It Feels Like Gold...more than just fake videos of hamsters riding whales, more than confusing images that look almost real…but not quite! And more than just a](https://cleandigital.co.uk/blog/clean-digital-wins-silver-award-why-it-feels-like-gold) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [Global Agency Award Finalists: Clean Digital Recognised on Global Stage We’re extremely proud to have made it to the finals at the Global Agency Awards 2026. Clean Digital may be a small agency based in sunny Leith, Edinburgh,](https://cleandigital.co.uk/blog/global-agency-awards-clean-digital-recognised-on-global-stage) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership#blogposting", "url": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership" }, "headline": "What Three Years of Employee Ownership Looks Like", "description": "Employee ownership has transformed Clean Digital. 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She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Employee Ownership", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Announcements", "Insights", "News" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "What Three Years of Employee Ownership Looks Like", "item": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/three-years-of-employee-ownership#faq", "mainEntity": [ { "@type": "Question", "name": "What actually changes for clients when an agency becomes employee-owned?", "acceptedAnswer": { "@type": "Answer", "text": "On a day-to-day level, the exceptional service stays the same - but the mindset elevates. 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" } }, { "@type": "Question", "name": "How does decision-making work with a team of \"owners\"?", "acceptedAnswer": { "@type": "Answer", "text": "It’s collaborative but structured. We are governed by a Board of Directors working alongside elected Trustee Directors who rotate every two years. Through quarterly trustee meetings and open communication channels, we make sure every voice is heard on big-picture decisions without slowing down our agile, day-to-day operations.
" } }, { "@type": "Question", "name": "What is your number one tip for companies considering the transition to EO?", "acceptedAnswer": { "@type": "Answer", "text": "Get your team involved early. Transitioning to EO is a learning curve, but actively shaping our company values and decision-making processes together from day one is what gave us our strong foundation. Focus on open communication and trust, and the rest will follow.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022 Markdown URL: https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022/index.md --- title: "TikTok Advertising Taking Over In 2022" description: "In 2020 TikTok was one of the most downloaded apps worldwide, and Tiktok advertising is set to increase further as its popularity rises." canonical: "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/futuretiktok.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # TikTok Advertising Taking Over In 2022 In 2020 TikTok was one of the most downloaded apps worldwide, and since then it’s impossible to deny the impact that this social media [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 10 February 2022 2 minute read  ## Listen to this article Your browser does not support audio playback. **In 2020 [TikTok](https://www.tiktok.com/en/) was one of the most downloaded apps worldwide, and since then it’s impossible to deny the impact that this social media platform has had on culture, and not just with teenagers. Now used across more than 150 countries, it’s no wonder that TikTok advertising is on the increase.** If you’re considering starting a paid campaign, just remember your target market, as TikTok is not for every brand, but companies such as Chipotle, the NFL, and even Crocs (yep, they are still around), have found marketing success on the platform. With short videos created to entertain, inform, and share experiences, it is a great space for storytelling, which is essential in advertising these days. TikTok offers a few different options for [ad formats](https://www.tiktok.com/business/en-GB/apps/tiktok) already; In-Feed, Top-View, Branded Hashtag Challenge, and Branded Effected…. and they will be adding even more to the line-up for 2022. [SPARK ADS](https://www.tiktok.com/business/en/blog/spark-ads-authentic-way-brands-elevate-native-popular-content) Announced in July 2021, these ads will enable brands to promote existing organic content, not their own, but those created through partnering with other creators or building via the TikTok community with a Duet feature. [INTERACTIVE ADS](https://www.tiktok.com/business/en-GB/blog/tiktokworld-creative-tools-brand-collaborations) Announced in September 2021, aiming for higher levels of engagement. - Customised Instant Pages: directing users to mobile-optimized landing pages - Pop-Up Showcase: providing advertisers with a library of stickers and images to pop onto their video ads - Gesture Ads: users can reveal more information or rewards when sliding or tapping on the video ad - Super Like 2.0: helping engagement on likes by having visual elements appear when the video ad is double tapped - Story Selection: allowing users to build their own adventure within an ad story With all these ad options, and over 600 million monthly active users worldwide, there are plenty of captive audiences ready and waiting to discover your brand. You never know, you might create the next TikTok trend! Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [TikTok Continues Their Rise In 2022 Earlier this year we posted about TikTok advertising on the increase for 2022, and the results in so far have definitely cemented that fact. In April it](https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022) [Responsive Search Ads: Why You Should Start Using Them ASAP If you want to see high-performing Search ads running on your Google Ads account next Summer, you might need to start using Responsive Search Ads (RSAs)](https://cleandigital.co.uk/blog/responsive-search-ads-why-you-should-start-using-them-asap) [Facebook: Implications of the Apple iOS 14 Update Many of you may have already heard or been notified of Apple’s iOS 14 update on your mobile devices. However, there is a larger issue at hand which](https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022#blogposting", "url": "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022" }, "headline": "TikTok Advertising Taking Over In 2022", "description": "In 2020 TikTok was one of the most downloaded apps worldwide, and Tiktok advertising is set to increase further as its popularity rises.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/futuretiktok.png" ], "datePublished": "2022-02-10T12:00:00.000Z", "dateModified": "2022-02-10T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "TikTok advertising" ], "articleSection": [ "Announcements" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "TikTok Advertising Taking Over In 2022", "item": "https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022 Markdown URL: https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022/index.md --- title: "TikTok Continues Their Rise In 2022" description: "In April, TikTok was the most downloaded app worldwide, and for Q2 of 2022, ecommerce brands increased their TikTok ad spend by 60%." canonical: "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/tiktok.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # TikTok Continues Their Rise In 2022 Earlier this year we posted about TikTok advertising on the increase for 2022, and the results in so far have definitely cemented that fact. In April it [Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) 30 November 2022 2 minute read  ## Listen to this article Your browser does not support audio playback. **Earlier this year we posted about [TikTok advertising on the increase for 2022](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022), and the results in so far have definitely cemented that fact. In April it was shown to be the most downloaded app worldwide, and for Q2 of 2022, ecommerce brands increased their [TikTok](https://www.tiktok.com/en/) ad spend by 60%. And many believe that this trend will continue...** These results are from a recent survey by [Triple Whale](https://www.triplewhale.com/) of 5,000 online stores, with a total of $29.9 million in TikTok advertising spend. The top spender being health and beauty ($141.9 million), which is no surprise considering how the beauty industry uses influencer marketing across various platforms. Triple Whale commented on these findings to say that TikTok “is no longer a channel serious paid media buyers can avoid without cutting into revenue and profit,” and it “may soon surpass Facebook as the most valuable platform.” Saying that, Facebook is still in the lead for ecommerce advertising, but when comparing the Q2 to Q1 spend, the increase wasn’t as impressive as TikTok, with just a 5.6% increase in spend. When comparing time spent on the 2 platforms however, TikTok has now surpassed Facebook with the average TikTok user spending 52 minutes on the app a day compared to 33 minutes on Facebook. To show the power of TikTok, especially in terms of ecommerce, there are over 16 billion videos on the platform tagged #TikTokMadeMeBuyIt. Some brands might be hesitant for thinking that TikTok is just for the younger demographic of 18-24 year olds, who are the majority, but with over one billion users worldwide, there are a wide range of people on the platform. So whatever your target market, TikTok could be an option for your next advertising strategy. With a higher increase in demand, we’re likely to see higher costs for TikTok advertising, but there is still plenty of opportunities there for ecommerce for Q4 and beyond. Article author ## Kirsten Douglas Contributor Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about [first-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data), negative keywords and [tracking campaign results with UTMs](https://cleandigital.co.uk/blog/how-to-track-campaign-performance-using-utms). [More articles by Kirsten Douglas](https://cleandigital.co.uk/blog/authors/kirsten-douglas) ## Share this article ## Related articles [TikTok Advertising Taking Over In 2022 In 2020 TikTok was one of the most downloaded apps worldwide, and since then it’s impossible to deny the impact that this social media](https://cleandigital.co.uk/blog/tiktok-advertising-taking-over-in-2022) [Google Data Studio: What Is It & How Does It Help With Reporting? Even with little experience, GDS is very easy to get to grips with. The power behind the visual tools that it offers, will blow your mind; like it did](https://cleandigital.co.uk/blog/google-data-studio-what-is-it-how-does-it-help-with-reporting) [Advertising On Alternative Search Engines Other Than Google & Bing In the world of digital marketing, and PPC specifically, there are various ways of reaching our users and helping them find the products and services](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022#blogposting", "url": "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022" }, "headline": "TikTok Continues Their Rise In 2022", "description": "In April, TikTok was the most downloaded app worldwide, and for Q2 of 2022, ecommerce brands increased their TikTok ad spend by 60%.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/tiktok.png" ], "datePublished": "2022-11-30T12:00:00.000Z", "dateModified": "2022-11-30T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Kirsten Douglas", "url": "https://cleandigital.co.uk/blog/authors/kirsten-douglas", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/kirsten_final.webp", "jobTitle": "Contributor", "description": "Kirsten applies 11 years of experience in paid media execution since 2015, specialising in PPC campaign optimisation and performance tracking. She writes about first-party data, negative keywords and tracking campaign results with UTMs." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "tiktok" ], "articleSection": [ "Insights", "TikTok" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "TikTok Continues Their Rise In 2022", "item": "https://cleandigital.co.uk/blog/tiktok-continues-their-rise-in-2022" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/tiktok-search-ads Markdown URL: https://cleandigital.co.uk/blog/tiktok-search-ads/index.md --- title: "TikTok Search Ads: Capturing Intent in the Moment" description: "Maximise TikTok for your brand: reach audiences, track trends, and capture intent with TikTok Search Ads in 2026." canonical: "https://cleandigital.co.uk/blog/tiktok-search-ads" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/tiktok-search-ads-2.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # TikTok Search Ads: Capturing Intent in the Moment In recent years, consumers have changed the way in which they search for products and services. The rise of ‘social search’ has paved [Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) 18 November 2025 3 minute read  ## Listen to this article Your browser does not support audio playback. ## Enter...TikTok Search Ads In recent years, consumers have changed the way in which they search for products and services. The rise of ‘ [social search](https://cleandigital.co.uk/blog/the-rise-of-social-search) ’ has paved the way for apps like TikTok to be at the frontier of that changing of the guard when it comes to search, especially for younger consumers. TikTok knows this and is capitalising on changing search behaviours by launching Search Ads, allowing brands to appear directly in users’ search results. We’ve been testing it for our clients for the last few months and have included in the below why it needs to be part of your digital strategy in 2026. ### Search Ads vs In-Feed Ads: What’s the Difference? TikTok now offers two primary ad placements that serve different purposes in the customer journey: Search Ads appear within TikTok’s search results, triggered by the keywords users type into the search bar. This allows you to target high-intent audiences, which are people who are already looking for information, comparisons, or recommendations. For example, if someone searches “best running trainers”, your ad can appear right alongside organic content, putting your brand in front of users at the exact moment of intent. In-Feed Ads, which you’re likely more familiar with across social platforms, appear natively in users’ For You feed as they scroll through content. Since users aren’t actively searching, this format is best suited for driving brand awareness and engagement, reaching people who may not yet know your brand or product. However, their effectiveness depends heavily on thumb-stopping creative and relatable storytelling that blends well with TikTok’s organic content. Both formats play a vital role: - **In-Feed Ads** build awareness - **Search Ads** capture intent When used together, they create a full-funnel strategy that mirrors how people actually use TikTok - to discover, research, and take action.  Example of In-Feed Ad on the left and Search Ad on the right ### Leveraging TikTok Search Insights Additionally, by using TikTok’s search bar and typing in your brand name, you can see which related searches are currently trending. For example, the screenshot below for Rhode shows what users are actively searching for in relation to the brand. This is a great way to gain insights into users interests and product demand, identify potential content gaps, and inform both future creative direction and keyword opportunities. Example of TikTok Search Bar: Trending Searches for Brand Rhode ### If Your Audience is on TikTok, It’s Time To Show Up TikTok Search Ads only launched this year, which means a lot of brands still haven’t tapped into them, and that could include your competitors. But if they are already there, bidding on your brand terms, then the real question is, why aren’t you? Knowing where your audience is searching is crucial, and if they’re turning to TikTok to discover products, compare options, or check out reviews, you need to show up in those search results. This is a prime opportunity while the format is still new and competition is low. If your customers are searching on TikTok, your brand should be showing up there too, and the earlier you move, the more advantage you’ll gain. If you’d like to learn how your business can make the most of TikTok Search Ads, [get in touch](https://cleandigital.co.uk/contact). ## Frequently asked questions What are TikTok Search Ads? TikTok Search Ads are paid placements that appear within TikTok’s search results, triggered by the keywords users type. They allow brands to reach audiences who are actively looking for information, products, or recommendations. How do TikTok Search Ads differ from In-Feed Ads? In-Feed Ads appear natively in users’ For You feed to build awareness and engagement, while Search Ads capture high-intent traffic by showing ads to users actively searching for related content. Why should my brand consider TikTok Search Ads? Search Ads help you reach audiences at the exact moment they are searching for products or services, making them ideal for driving conversions and capturing intent. Article author ## Megan MacArthur Contributor Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about [ad creative](https://cleandigital.co.uk/blog/the-role-of-creative-in-paid-marketing), [TikTok Search Ads](https://cleandigital.co.uk/blog/tiktok-search-ads) and how people search for products on social media. [More articles by Megan MacArthur](https://cleandigital.co.uk/blog/authors/megan-macarthur) ## Share this article ## Related articles [The Rise of Social Search According to a recent survey carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok](https://cleandigital.co.uk/blog/the-rise-of-social-search) [Why Our Strong Company Culture Has Been Key To Our Success “A company is only as good as its people.” - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a](https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success) [Why UGC Ads are the Future of Brand Marketing Audiences have become more sceptical of traditional advertising and more receptive to content that feels real, relatable and trustworthy. Studies show](https://cleandigital.co.uk/blog/authenticity-shift-the-rise-of-ugc-driven-brand-marketing) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/tiktok-search-ads#blogposting", "url": "https://cleandigital.co.uk/blog/tiktok-search-ads", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/tiktok-search-ads" }, "headline": "TikTok Search Ads: Capturing Intent in the Moment", "description": "Maximise TikTok for your brand: reach audiences, track trends, and capture intent with TikTok Search Ads in 2026.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/tiktok-search-ads-2.png" ], "datePublished": "2025-11-18T15:21:00.000Z", "dateModified": "2025-11-18T15:25:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Megan MacArthur", "url": "https://cleandigital.co.uk/blog/authors/megan-macarthur", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/megan%20macarthur%20clean%20digital%20headshot%20transparent%20%281%29.png", "jobTitle": "Contributor", "description": "Megan brings 3 years of paid media expertise since 2023, specialising in both paid search and paid social, with a particular love for paid social strategy. She writes about ad creative, TikTok Search Ads and how people search for products on social media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "tiktok search ads" ], "articleSection": [ "Insights", "TikTok", "Paid Social" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/tiktok-search-ads#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "TikTok Search Ads: Capturing Intent in the Moment", "item": "https://cleandigital.co.uk/blog/tiktok-search-ads" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/tiktok-search-ads#faq", "mainEntity": [ { "@type": "Question", "name": "What are TikTok Search Ads?", "acceptedAnswer": { "@type": "Answer", "text": "TikTok Search Ads are paid placements that appear within TikTok’s search results, triggered by the keywords users type. 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" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager Markdown URL: https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager/index.md --- title: "Tracking Drift Chat Interactions With Google Tag Manager" description: "In this guide we look at a step by step guide on tracking drift chat interactions with Google Tag Manger." canonical: "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Tracking_Drift_Chat_Interactions.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Tracking Drift Chat Interactions With Google Tag Manager As we saw in our previous article, Google Tag Manager is a powerful tool that allows us to track all sorts of events on our website. It also means we [Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) 21 February 2019 6 minute read  ## Listen to this article Your browser does not support audio playback. As we saw in our [previous article](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it), Google Tag Manager is a powerful tool that allows us to track all sorts of events on our website. It also means we just require 1 small code snippet implementation on site, and from there we can add/remove pixels and tracking code without bothering our web developer friends! [Drift Chat](https://www.drift.com/) is our tool of choice for conversational marketing (also known as on site chat bots). We find this a valuable lead generation tool for own website and for clients. It helps us quickly route new and potential customers to the correct people in the business faster than just using the traditional method of form fill > email > phone call. Although GTM doesn’t support Drift tracking natively, we can build our own set of triggers and variables to measure conversation metrics (i.e. user replies, or chat box closed). In this article we're going to: 1. Set up the custom listener tag. We will use this tag to push values into the data layer. 2. Trigger set up: DOM Ready and Custom Event. 3. Create Analytics events by using custom variables. ## 1. Setting Up The Listener Tag This is probably the most challenging step we are going to face while setting up our tracking events. We're going to create our custom event for Drift chat and push it to the data layer. Apart from GTM knowledge, an understanding of Drift’s API is needed to set up the tracking. Fortunately, we have already included a fully working code below. ``` ``` We will create a new Custom HTML tag and paste the code above. The trigger we will use in this case is “Dom Ready” trigger in all pages where our drift shows. This is what the custom HTML Tag looks like ## 2. Trigger Setup In order to create a DOM Ready trigger, we will head to “Triggers > New Trigger”. In the trigger configuration, we will use the “Page view > DOM Ready” trigger type. DOM Ready rather than Page Views After selecting it, we will fire it on “All DOM Ready Events”. We can save the trigger after this step. The next step is to create our own defined trigger for the Drift event listener we have set up earlier. This trigger will fire when any of our custom events happens, for example when a message is sent by a user, as we have define it on our listener tag. We will add another trigger, this type we select “Custom Event” under “Other” category. We will name it driftAction which will fire when “All Custom Events” with that name happen. Important: Preserve capitalisation! JS is case sensitive Almost done! At the moment we have all of the custom HTML Tag implemented. We're now listening to the custom events, but have to push everything into Google Analytics to measure the impact Drift has on the webpage. So, let's go ahead and create the final tag and variables. ## 3. Creating The Variables We need to create new variables that will store information from the values that we are going to push to GA. For example, the "eventAction" variable we will set up now, will have "user replies" as a value when a message is sent, or "Welcome message closed" when someone closes the welcome message. To create these variables, 3 in total, we will head to "Variables > User-Defined Variables > New variable". The variable type is "Data Layer Variable" (as these values are pushed into the data layer), with "eventAction" as the name. We will repeat these steps for "eventCategory" and "eventLabel" as well. Creating the variables Finally, the last step. We will create a new "Analytics Universal" tag following these instructions: Tag Creation to push values into Google Analytics And we are ready to publish and see how is it working. ### Conclusion We've seen how we can use the Custom HTML Tag to build our own listener to track Drift events. GTM gives us flexibility to track information in multiple situations, break it down to variables and use it across the website. For example, we could create a tag with a trigger that would change a certain text on the website by using CSS selectors in case that the user has dismissed the box without any other interaction. Once set up properly you'll have another set of events in Analytics from which to make more informed marketing decisions and another step in the user journey to help understand how your people are moving through the funnel from research to purchase/conversion. Article author ## Aitor Larrañaga Contributor Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, [Google Tag Manager](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) and [automating product feed tasks with Python](https://cleandigital.co.uk/blog/automate-image-color). [More articles by Aitor Larrañaga](https://cleandigital.co.uk/blog/authors/aitor-larranaga) ## Share this article ## Related articles [Google Tag Manager: What Is It And Why Should We Be Using It? It's essential to measure our users’ behaviour: Where do they click? What are they interested in? How do they interact with the content? The most](https://cleandigital.co.uk/blog/google-tag-manager-what-is-it-and-why-should-we-be-using-it) [How PPC Can Help Measure Your Offline Advertising Impact TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from offline advertising channels.](https://cleandigital.co.uk/blog/how-ppc-can-help-measure-your-offline-advertising-impact) [How To Advertise On Facebook Internationally TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly when advertising on Facebook](https://cleandigital.co.uk/blog/how-to-advertise-on-facebook-internationally) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager#blogposting", "url": "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager" }, "headline": "Tracking Drift Chat Interactions With Google Tag Manager", "description": "In this guide we look at a step by step guide on tracking drift chat interactions with Google Tag Manger.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Tracking_Drift_Chat_Interactions.png" ], "datePublished": "2019-02-21T12:00:00.000Z", "dateModified": "2019-02-21T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Aitor Larrañaga", "url": "https://cleandigital.co.uk/blog/authors/aitor-larranaga", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/aitor_final.webp", "jobTitle": "Contributor", "description": "Aitor specialises in marketing analytics and data infrastructure, backed by 10 years of experience turning complex data into actionable performance insights. He writes practical guides to conversion tracking, Google Tag Manager and automating product feed tasks with Python." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Tracking Drift Chat Interactions" ], "articleSection": [ "Tips", "Google Tag Manager" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Tracking Drift Chat Interactions With Google Tag Manager", "item": "https://cleandigital.co.uk/blog/tracking-drift-chat-interactions-in-google-analytics-with-google-tag-manager" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers Markdown URL: https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers/index.md --- title: "Using Click Share To Spot Performance Outliers" description: "Google rolled out its new “Click Share” metric across advertisers in February 2019, and since then we’ve been trying to figure out how we can use the metric." canonical: "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/click_share.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Using Click Share To Spot Performance Outliers In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 23 April 2019 5 minute read  ## Listen to this article Your browser does not support audio playback. ## Google rolled out its new “Click Share” metric across advertisers in February 2019, and since then we’ve been trying to figure out how we can use the metric to understand performance variances in our accounts. In short, Click Share is the number of clicks your ad received divided by the number of clicks it could have received. To give context on the metric, we pulled a Search campaign level report across all advertiser accounts on our MCC; using all campaigns with at least 1 Impression in 7 days. In total, we were looking at 972 campaigns across 57 active accounts. Using this data, we segmented the metrics to give the following learnings: ## Correlation Excel has a handy formula, “ _=CORREL(array1,array2)_ ”, which highlights the correlation between two datasets. A correlation of +1 indicates a perfect positive correlation (i.e. when metric 1 goes up, metric 2 always goes up too), whilst -1 shows a perfect negative correlation. As such, we tested some core metrics against Click Share to see which had the highest positive/negative correlation: - _Absolute Top Impression Share: 0.82_ This makes sense, given if you are in the absolute top position then you’re more likely to have a stronger click share than if you’re not - _Average Position: -0.75_ Meaning, the lower the position the higher the click share generally - _Impression Share: 0.75_ It’s hard to have a high click share if you’re ads aren’t’ showing, which again makes sense - _Top Impression Share: 0.61_ The correlation is quite a bit lower than Absolute Top/Impression Share, suggesting that click share drops off significantly when the ad is in Positions 2 – 4 (above Organic) - _Click Through Rate: 0.55_ Whilst there is still a correlation, it’s much less significant than the position based metrics. When we adjust Top/Absolute Top Impression Share based on the Impression Share they actually received, the correlation becomes even stronger: - _Absolute Top Impression Share: 0.89_ - _Top Impression Share: 0.77_ ## Graphs Now we have data on which metrics correlate most closely with Click Share, we manipulated the data into pivots so can use a scatter graph to really highlight the relationships: A fairly strong relationship between Impression Share and Click Share overall, although there are a few fairly big outliers (particularly as in the higher Top Impression Share values). The Absolute Top Impression Share has a much closer relationship with Click Share, with much fewer major outliers. ## Now What? Whilst it’s great to understand what metrics correlate with Click Share, the next step is building a process to act on any significant changes across your accounts/campaigns. When formatting the graphs, you can choose to see the Equation for the trendline in the "Trendline Options" section. Using this formula, you can return to your raw data and input the calculation to see how this compares: ### Top Impression Share: *using formula y = -0.247x2 + 0.9062x + 0.1234 ### Absolute Top Impression Share: *using formula y = -0.6434x2 + 1.3926x + 0.1689 In the “Difference” column, you’ll find the campaigns with significantly higher/lower Click Shares than the trendline for both Top & Absolute Top Impression Share. You’ll want to investigate the campaigns that have a significant difference on either/both of the metrics. Using the data above, the Account 3 – Brand campaign is interesting, as this has a “normal” Click Share for it’s Top of Page IS but a relatively low Click Share based on the Absolute Top IS it receives. ## Using The Data Once you have identified campaigns with a significant difference in the actual/expected Click Share, you will want to audit the following factors: - **Adgroup/Keyword Audit** Are there any adgroups/keywords that stand out as having particularly poor Click Share? If so, these should be investigated with priority - **CTR and Ad Quality** Should be reviewed with priority; if Click Share is lower than what is predicted then it’s likely your CTR is letting the campaign down. Review Ad Relevance, Accuracy and Uniqueness vs. competition; implementing any changes with priority - **Search Query Reports** Should also be reviewed, to identify if rogue search queries are impacting on the campaigns ability to achieve a target Click Share. If you identify any search queries that have high impression volume but low relevance, then adding as negatives should help CTR - **Auction Insights Report** Should also be consulted, to see if a particular competitor is impacting your ability to achieve strong Click Share. This could be the case if a competitor has a particularly strong ad message/USP vs. your ad, or if they have changed their strategy significantly and your regular optimisations haven’t account for this yet This entire analysis can be repeated for Keywords within an account to help identify specific keywords with particularly good/bad click share vs. the account average. As Click Share is a new metric, we’ll continue to develop our reporting solutions to help identify any areas that require investigation. Mapping click share over time and creating alerts for significant movements is our next task, we’ll follow-up in a separate blog. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Search Ads Above Or Below The Organic Results - Does It Matter? TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings.](https://cleandigital.co.uk/blog/search-ads-above-or-below-the-organic-results-does-it-matter) [The Hidden Potential Of Time-Based Optimisation TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and](https://cleandigital.co.uk/blog/the-hidden-potential-of-time-based-optimisation) [Google's New Demographic Options Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the](https://cleandigital.co.uk/blog/googles-new-demographic-options) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers#blogposting", "url": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers" }, "headline": "Using Click Share To Spot Performance Outliers", "description": "Google rolled out its new “Click Share” metric across advertisers in February 2019, and since then we’ve been trying to figure out how we can use the metric.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/click_share.png" ], "datePublished": "2019-04-23T11:00:00.000Z", "dateModified": "2019-04-23T11:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "click share" ], "articleSection": [ "Insights", "Google Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Using Click Share To Spot Performance Outliers", "item": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network Markdown URL: https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network/index.md --- title: "Using Custom Audiences On Google Display Network" description: "Custom audiences contain targeting options that allow us to be more granular and effective than before by targeting in 3 different ways:" canonical: "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/custom_audiences_google_ads2.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Using Custom Audiences On Google Display Network Often, the most effective way to utilise Audiences in Google Display Network campaigns is to include Remarketing Lists; putting your ad in front of people [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 26 January 2021 4 minute read  ## Listen to this article Your browser does not support audio playback. ## What are Custom Audiences? Often, the most effective way to utilise Audiences in Google Display Network campaigns is to include Remarketing Lists; putting your ad in front of people who have previously engaged with your website or app, stretching back over different time periods from 7 days to 540 days. This can encompass people who have already purchased your product or even those who have come close to doing so but have as yet not converted. But what if you are looking to attract new customers and expand your reach and impact beyond repeat business? This is where custom audiences come in. Traditionally, Google has had other audience types to cover this such as Affinity and In-Market audiences. However, custom audiences contain targeting options that allow us to be more granular and effective than before by targeting in 3 different ways: ### Keywords: You can build a keyword bank based on what people have searched for that match customers’ interests and behaviours This can be especially useful for YouTube campaigns, where a keyword list can be constructed in a similar fashion to a Search campaign  ### URLs: You can include specific URLs for companies similar to your own, thereby putting your ad in front of people who’ve visited relevant sites  ### Apps: Advertisers can target people who they think may use apps similar to their own by adding names of apps that your target customer may use An important caveat here is that your ad will not necessarily show on the targeted app itself, rather it will show for people who are interested in the listed apps  ### Places: This lets you target people who’ve visited specific locations – i.e. shopping centres, sports grounds, etc. – adding increased behavioural relevance for your campaign beyond online search intent  ## How to create Custom Audiences At the top of the Google Ads dashboard, select ‘Tools & Settings’, then ‘Audience Manager’. From here, select ‘Custom Audiences’ and then click the blue plus (‘+’) button, which allows you to begin building your new Custom Audience, selecting from the targeting options outlined above.   Once this has been created, you can see a summary of the reach and potential profile of the new audience. This breakdown includes estimated weekly impressions, gender, age, parental status, related topics of interest.  ## How to apply Custom Audiences most effectively A key thing to look out for when setting up Custom Audiences is the campaign goal. This is important as the objective of your campaign will impact your targeting. For instance, you would want to have more nuanced, targeted audiences in place for a campaign that has a Sales campaign goal, targeting those most likely to convert, as opposed to having a wider audience that would be more suitable for Brand Awareness and Reach.  Custom audiences work best when taking learnings from in-market and affinity audiences too. By looking at how existing audiences have performed over time, you can start to group these by theme and add new segments to a custom audience based on this. Doing this allows you to set up well targeted and contextually relevant messaging aimed at potential customers. Putting your ads in front of a highly targeted audience can drive really cost efficient campaigns with strong returns, reducing any possible wastage that a more broad audience might have. ## In conclusion… Custom audiences are a really effective tool at advertisers’ disposal. For the best application of these, they should be combined with a relevant and appropriate campaign goal, as well as including key takeaways from in-market and affinity audiences when initially building the audiences. With a straightforward set up too, building and implementing custom audiences is a simple and great way to put yourself in front of potential customers to help drive improvements across your KPIs. Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [PPC Best Practice: Tracking Forms Without The "Thank You" Page We have previously written about how useful GTM (Google Tag Manager) is and how complex it can get. However, today we are going to get back to basics to](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) [Facebook: Implications of the Apple iOS 14 Update Many of you may have already heard or been notified of Apple’s iOS 14 update on your mobile devices. However, there is a larger issue at hand which](https://cleandigital.co.uk/blog/facebook-implications-of-the-apple-ios-14-update) [PPC Best Practice: Brand Campaigns – Are they worth it? Whether or not to run Brand campaigns on Google Ads seems to be a controversial topic amongst advertisers. Next up in our blog series we’ll dive into](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network#blogposting", "url": "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network" }, "headline": "Using Custom Audiences On Google Display Network", "description": "Custom audiences contain targeting options that allow us to be more granular and effective than before by targeting in 3 different ways:", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/custom_audiences_google_ads2.png" ], "datePublished": "2021-01-26T12:00:00.000Z", "dateModified": "2021-01-26T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Custom Audiences" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Using Custom Audiences On Google Display Network", "item": "https://cleandigital.co.uk/blog/using-custom-audiences-on-google-display-network" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis Markdown URL: https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis/index.md --- title: "Using Google Trends for UK Consumer Sentiment Analysis" description: "Discover how Google Trends offers real-time insights into UK consumer sentiment. Learn to leverage this powerful tool for timely, effective campaigns." canonical: "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-trends-2.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Using Google Trends for UK Consumer Sentiment Analysis For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods [Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) 26 November 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. ## Consumer sentiment, or consumer confidence, is a crucial indicator of the UK's economic health. Google Trends reflects the overall attitude of consumers towards their personal financial situation and the state of the economy. When sentiment is high, people are more likely to spend, while low sentiment often leads to more cautious behaviour and a reduction in discretionary spending. For marketers and advertisers, keeping a finger on the pulse of this sentiment is essential for crafting effective campaigns. While traditional methods like surveys and reports are valuable, they can often be slow to capture real-time shifts. This is where it comes in, offering a powerful, free tool to monitor consumer sentiment as it evolves.  ### How Google Trends Reflects UK Consumer Sentiment Google Trends analyses a sample of Google searches to provide a relative measure of search interest over time. By examining the types of queries and the volume of searches, we can infer consumer attitudes and intentions. Here’s how you can use this data to your advantage: #### 1. Gauging Economic Optimism vs. Pessimism - Optimism and pessimism about the economy are often reflected in search behaviour. For example, during periods of economic confidence, you might see a rise in searches for "holiday deals," "new car," or "luxury brands." Conversely, when sentiment is low, searches for "how to save money," "budget recipes," "cheapest flights," or "side hustle" tend to spike. By comparing these types of terms, you can get a quick, real-time snapshot of the prevailing mood. #### 2. Identifying Shifts in Spending Habits - Google Trends can reveal how consumers are reallocating their spending. For instance, an increase in searches for "DIY tutorials" and "home improvement" could suggest that people are choosing to spend on improving their existing homes rather than moving. Similarly, a surge in searches for "staycation ideas" and "camping gear" might indicate a shift from expensive foreign holidays to more affordable domestic travel. Monitoring these trends helps you identify emerging market opportunities and tailor your messaging accordingly. #### 3. Understanding Brand and Product Interest - You can use Google Trends to track interest in your own brand and products, as well as those of your competitors. A sudden surge in searches for a particular competitor might signal a successful marketing campaign or a new product launch. Conversely, a drop in interest for your own brand could be a sign that you need to re-evaluate your strategy. By comparing search interest over time, you can benchmark your brand's performance against the broader market. #### 4. Spotting Early-Stage Trends - The "Rising" section in Google Trends is a goldmine for advertisers. This feature highlights queries that have seen a significant increase in search volume recently. A "Breakout" query is one that has grown by more than 5,000%. By keeping an eye on these rising trends, you can be among the first to create content or launch a campaign that taps into a new or emerging consumer interest. For example, a "breakout" in searches for "plant-based protein" could signal a perfect opportunity for a food brand to promote its new vegan range. ## Key Takeaway 🔑 Google Trends is an invaluable, real-time indicator of UK consumer sentiment. It provides actionable insights into public mood, spending habits, and emerging trends, allowing marketers and advertisers to develop timely, relevant, and effective campaigns. While it shouldn't be the only tool in your arsenal, its speed and accessibility make it a powerful supplement to more traditional research methods. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact). ## Frequently asked questions Is Google Trends a scientific measure of consumer sentiment? No, it's not a scientific poll. Google Trends reflects aggregated search interest, not a representative survey of the population. It's best used as an indicative tool to spot trends and changes in consumer behaviour in real-time. Can I use Google Trends to forecast future consumer behaviour? While you can't predict the future with 100% accuracy, you can use historical data on Google Trends to identify seasonal patterns and recurring trends. This helps with planning campaigns and content calendars to align with expected spikes in interest. How can I use Google Trends for local marketing? You can filter Google Trends data by sub-region, allowing you to see how search interest varies across different parts of the UK. This is particularly useful for local businesses to understand what's trending in their specific area. Article author ## Fraser Smith Contributor Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about [hotel marketing](https://cleandigital.co.uk/blog/digital-marketing-for-hotels-our-blueprint-for-success) across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover [advertising costs](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend), Google Shopping, campaign measurement and the effect of AI search on paid media. [More articles by Fraser Smith](https://cleandigital.co.uk/blog/authors/fraser-smith) ## Share this article ## Related articles [Are micro conversions the most underused advantage in PPC?? Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) [Meta Andromeda: What It Means for Your Meta Ads Strategy For years, Paid Media Specialists have mastered the art of audience segmentation on Meta. We've built intricate targeting structures, layered](https://cleandigital.co.uk/blog/meta-andromeda-what-it-means-for-your-meta-ads-strategy) [The Rising Costs of Digital Advertising The trend of rising costs of digital advertising, marked by rising CPCs (Cost Per Click) and CPMs (Cost Per Mille, or Cost Per Thousand Impressions), is](https://cleandigital.co.uk/blog/navigating-the-rising-costs-of-digital-advertising-optimising-media-spend) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis#blogposting", "url": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis" }, "headline": "Using Google Trends for UK Consumer Sentiment Analysis", "description": "Discover how Google Trends offers real-time insights into UK consumer sentiment. Learn to leverage this powerful tool for timely, effective campaigns.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/google-trends-2.png" ], "datePublished": "2025-11-26T14:50:00.000Z", "dateModified": "2025-11-26T14:50:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Fraser Smith", "url": "https://cleandigital.co.uk/blog/authors/fraser-smith", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/fraser_final.webp", "jobTitle": "Contributor", "description": "Fraser is Clean Digital’s Chief Strategy Officer and a company director, with 11 years of experience in paid media and strategic planning. He works alongside Rory on the agency’s direction and growth, overseeing client strategy, service delivery and account planning. He writes about hotel marketing across paid search, paid social and programmatic advertising, with a focus on increasing direct bookings. His articles also cover advertising costs, Google Shopping, campaign measurement and the effect of AI search on paid media." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Google Trends" ], "articleSection": [ "Features", "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Using Google Trends for UK Consumer Sentiment Analysis", "item": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/using-google-trends-for-uk-consumer-sentiment-analysis#faq", "mainEntity": [ { "@type": "Question", "name": "Is Google Trends a scientific measure of consumer sentiment?", "acceptedAnswer": { "@type": "Answer", "text": "No, it's not a scientific poll. Google Trends reflects aggregated search interest, not a representative survey of the population. It's best used as an indicative tool to spot trends and changes in consumer behaviour in real-time.
" } }, { "@type": "Question", "name": "Can I use Google Trends to forecast future consumer behaviour?", "acceptedAnswer": { "@type": "Answer", "text": "While you can't predict the future with 100% accuracy, you can use historical data on Google Trends to identify seasonal patterns and recurring trends. This helps with planning campaigns and content calendars to align with expected spikes in interest.
" } }, { "@type": "Question", "name": "How can I use Google Trends for local marketing?", "acceptedAnswer": { "@type": "Answer", "text": "You can filter Google Trends data by sub-region, allowing you to see how search interest varies across different parts of the UK. This is particularly useful for local businesses to understand what's trending in their specific area.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap Markdown URL: https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap/index.md --- title: "Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP!" description: "Value-Based Bidding is the most important paid media implementation in 2023. Having a robust VBB strategy in place is vital for PPC success." canonical: "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Value-Based_Bidding__2_.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP! Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 1 November 2023 5 minute read  ## Listen to this article Your browser does not support audio playback. Humour me for a moment and imagine that you run a fruit stall at the local farmer’s market. On a busy Saturday morning you get lots of different customers, who are all interested in different fruits, and have different amounts of money that they’re willing to spend. Of your plethora of delicious fruit, the infamous “Tangy Red Apple” is by far the most valuable to you; it doesn’t cost you much to grow and it sells for a competitive price. Other products, such as the “Juicy Watermelon”, though may cost more than the “Tangy Red Apple”, are far more expensive to produce so you won’t make as much profit per sale. Value-Based Bidding is like showing the “Tangy Red Apple” first to customers who you know are looking for apples and are willing to spend more on top quality produce. You know from previous Saturday morning markets that these particular customers are more likely to buy the “Tangy Red Apples” and may even be tempted to buy more fruit, providing you with even more value. Therefore, you prioritise these customers over those who are just looking for a cheap snack, or are more interested in lower value products, such as the “Juicy Watermelon”, or simply just don’t like apples! Thanks for sticking with me. Anyone else really craving a red apple now…or is that just me?! At Clean Digital, we truly believe that Value-Based Bidding is the most important paid media implementation in 2023. Having a robust VBB strategy in place is vital to the success of your PPC campaigns – it’s sink or swim. Google, Meta and other PPC channels are now adopting this approach, allowing advertisers to optimise towards business value and gain a competitive edge in the auctions. In simple terms, instead of just paying for clicks (CPC), or impressions (CPM), you base bids on the potential value a user might bring. Whether you are an eCommerce or a lead gen business, VBB now plays a crucial role in maximising your return on investment. Looking specifically at Google Ads for this example, if you are an eCommerce business without a VBB strategy in place, Google will only take 2 factors into consideration, Product Revenue & Past Sales Performance, which, as we know from our fruit seller analogy, isn’t the best approach. Value-Based Bidding, on the other hand, will also factor in Profit Margin, Expected Future Performance, Stock Levels, Lifetime Value (LTV), and Other Business-Critical Information. Similarly, if you are a lead gen business, Google will treat all leads exactly the same regardless of who they are, whereas VBB optimises to Lead Quality & Final Sale Characteristics. **But, how does it work?** Value-Based Bidding, first and foremost, requires a deep understanding of your customers in order for it to be as effective as possible. Therefore, analysing your data correctly is imperative. Firstly, you need to assign a value to your customers based on factors like their past purchase history, lifetime value, or their likelihood to make a purchase, and then use these values to adjust your bids. For example, if you determine that one user is twice as valuable as another, you might bid twice as much to have your ad shown to them. **Ok…this sounds tricky, is there a product that can do this for me?!** Enter…SignalPulse. [SignalPulse](https://cleandigital.co.uk/signalpulse) is our Value-Based Bidding solution, developed by our genius Data & Analytics here at Clean Digital. This groundbreaking tool allows you to dynamically insert any user input or item identifier into a conversion value. This value can then be utilised in platform bidding, optimising your advertising strategy by focusing on profit and long-term value bidding as opposed to just revenue. Designed to work seamlessly with Google Ads, Microsoft Ads, and Meta Ads, SignalPulse an powerful tool for both eCommerce and lead generation advertising campaigns. SignalPulse is not just another advertising tool. Its unique features offer numerous benefits: **1. Easy setup:** Say goodbye to complex setups with third-party platforms. SignalPulse provides a hassle-free integration, making it a breeze to get started. **2. Customisable signal scoring value:** Tailor your scoring value according to your business priorities. SignalPulse allows you to optimise this score over time, ensuring your advertising strategy stays aligned with your evolving business needs. **3. Real-time data feedback:** With SignalPulse, you receive immediate feedback on your advertising campaigns. This enables you to make timely adjustments and maximise the effectiveness of your strategy. **To Sum Up…** There is no denying that Value-Based Bidding is the future of PPC advertising. With the significant improvements in smart bidding over the past few years, it's essential to give Google and other platforms more precise, business-critical information to optimise differently than it does for the larger market. To ensure you don’t fall behind in the auctions, get a robust VBB strategy, like SignalPulse, in place ASAP. At Clean Digital, we could talk about SignalPulse and VBB until the cows come home, so please don’t hesitate to get in touch and arrange a chat with one of our experts. Why wait? Start saving money on your PPC now! As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Use commercial values in Performance Max Value-based bidding works when the account receives accurate revenue, margin or qualified-lead inputs. Those values give Performance Max a commercial target for budget allocation. [Performance Max value-based bidding How ecommerce and lead-generation campaigns use value inputs and offline outcomes.](https://cleandigital.co.uk/performance-max-management) [PPC conversion tracking Build the revenue and lead-quality signals that Smart Bidding needs.](https://cleandigital.co.uk/conversion-tracking) ## Share this article ## Related articles [Google’s Display Network (GDN) – Why Should You Use It? What is GDN? Google’s Display Network (GDN) allows advertisers to reach people across 35 million websites and apps as well as properties that belong](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it) [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) [Account Level Negative Keywords: One List To Rule Them All Earlier this year, Google Ads announced that account level negative keyword lists are now available worldwide. This change helps advertisers manage their](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap#blogposting", "url": "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap" }, "headline": "Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP!", "description": "Value-Based Bidding is the most important paid media implementation in 2023. Having a robust VBB strategy in place is vital for PPC success.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Value-Based_Bidding__2_.png" ], "datePublished": "2023-11-01T14:12:00.000Z", "dateModified": "2023-11-01T14:12:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Value-Based Bidding" ], "articleSection": [ "Insights", "Google Ads", "Meta Ads" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Value-Based Bidding: What Is It? And Why You Need To Be Using It ASAP!", "item": "https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/value-rules Markdown URL: https://cleandigital.co.uk/blog/value-rules/index.md --- title: "Value Rules: Maximise Your PPC Success" description: "Value Rules offer a nuanced way to improve your PPC campaigns by assigning different values to conversions based on essential criteria." canonical: "https://cleandigital.co.uk/blog/value-rules" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Value_Rules.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Value Rules: Maximise Your PPC Success Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you [Hattie Abell](https://cleandigital.co.uk/blog/authors/hattie-abell) 18 July 2024 4 minute read  ## Listen to this article Your browser does not support audio playback. Are you finding that your PPC campaigns aren't quite hitting the mark despite using automated bidding? There's a powerful tool you can use to help you achieve your goals: **Value Rules**. When used appropriately, Value Rules can help you optimise your spend and ensure your budget is directed toward the most valuable conversions. If you haven't already, read Hannah's blog [here](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap), where she explains value-based bidding (VBB) and why having a robust VBB strategy in place is vital to the success of your PPC campaigns. Building on this foundation, I'm excited to share this handy tool that can fine-tune your PPC campaigns. **What are Value Rules?** Value Rules allow you to assign conversion values based on specific conditions, such as audience attributes and other demographics. Instead of treating all conversions equally, Value Rules allow you to prioritise or de-prioritise a conversion from a certain type of user by increasing or decreasing their value according to the criteria you choose. Essentially, it tells Google, "the users with these attributes aren't as valuable to me, so decrease the value of these users", steering Google towards your preferred audience. For example: Imagine you run a university and have the aim of getting users to enrol in your university degree courses. You value these leads at £1,000, but you know that users coming from London are much less likely to actually enrol in the courses after becoming a lead. Therefore, you want to value leads from these users based in London at £500. With Value Rules, you could multiply all leads coming from London by 0.5. This would decrease bids for any users coming from this region and allow Google to work hard at getting leads from other, more valuable regions. As mentioned, you can set up a value rule for the following criteria: - **Location**: Adjust values based on geographic locations. - Are you seeing poor-quality users come from a certain city? Add a negative value rule! - **Device**: Change values depending on whether the conversion comes from a mobile device, desktop, or tablet. - Are you seeing a certain device has a very poor conversion rate compared to others? Add a negative value rule! - **Audience**: Indicate the type of users that you know are of higher value to your business - Have you identified a valuable audience segment that fits your customer persona perfectly? Add a positive value rule! **Benefits of Using Value Rules** **Optimised Bidding**: Value Rules enable your bidding strategy to be more aligned with your business goals. By assigning higher values to conversions from users that are more valuable to your business, you can optimise your bids to focus on these high-priority users. **Improved ROAS**: By tailoring conversion values, you can achieve better ROAS. For instance, if conversions from returning customers are generally more valuable, you can set Value Rules to reflect this. **Better Resource Allocation**: Value Rules help in efficiently allocating your advertising budget, ensuring that more funds are directed toward more profitable conversions. **Enhanced Campaign Precision**: They allow more granular control, offering precision in targeting and conversion tracking that general settings can't provide. **How to add a Value Rule on Google ads** 1. Navigate to Value Rules: Click on the 'Goals' icon (the Trophy) and then under the Conversions column, select 'Value Rules'. 2. Select 'Create conversion value rule" 3. Select the Conversion Goal that your rule will apply to 4. Select the primary condition (the main condition that your conversions must meet for the value rule to apply). 5. Add in a value adjustment. 1. Increase by: adding a percentage or flat amount to the conversion value. 2. Decrease by: subtracting a percentage or a flat amount from the conversion value. 6. After applying your Value Rules, regularly monitor your campaign’s performance. Make adjustments to the rules as necessary to ensure they are meeting your objectives. **Best Practices for Using Value Rules** **Start Small**: Begin with a simple rule and expand as you become more comfortable with how it impacts your campaign performance. **Regular Monitoring**: Continuously monitor the impact of your Value Rules and adjust as necessary. **Customer Data Utilisation**: Leverage CRM data to identify valuable audiences and segments. The more data-driven your approach, the better your Value Rules will perform. **To Sum Up...** Value Rules offer a nuanced way to improve your PPC campaigns by assigning different values to conversions based on essential criteria. By applying these rules, you can ensure a more efficient allocation of your budget, driving higher-value conversions and optimising your overall campaign performance. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hattie Abell Contributor Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about [conversion value rules](https://cleandigital.co.uk/blog/value-rules) and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights. [More articles by Hattie Abell](https://cleandigital.co.uk/blog/authors/hattie-abell) ## Share this article ## Related articles [Google Ads Unveils Game-Changing Updates Late Wednesday (26th June 2024), Google Ads announced some changes to the platform and for the first time in a while the changes are both significant and](https://cleandigital.co.uk/blog/blog-google-ads-announce-major-changes-to-platform) [Display Ads: Grow Traffic & Boost All-Channel Performance Display ads are great visual addition to your paid portfolio. Operating across Google's Display Network (GDN), they put an ad in front of millions or target](https://cleandigital.co.uk/blog/display-ads) [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/value-rules#blogposting", "url": "https://cleandigital.co.uk/blog/value-rules", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/value-rules" }, "headline": "Value Rules: Maximise Your PPC Success", "description": "Value Rules offer a nuanced way to improve your PPC campaigns by assigning different values to conversions based on essential criteria.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/Value_Rules.png" ], "datePublished": "2024-07-18T13:06:00.000Z", "dateModified": "2024-07-18T13:06:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hattie Abell", "url": "https://cleandigital.co.uk/blog/authors/hattie-abell", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hattie-abell.png", "jobTitle": "Contributor", "description": "Hattie brings over a year of digital marketing experience, focusing on day-to-day paid media optimisation and tactical PPC support. She writes about conversion value rules and reports on Google Ads bidding, reporting and campaign updates in Weekly Insights." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "Value Rules" ], "articleSection": [ "Tips", "Insights", "Google Ads", "Value-Based Bidding" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/value-rules#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Value Rules: Maximise Your PPC Success", "item": "https://cleandigital.co.uk/blog/value-rules" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/voice-search-integration-into-ppc Markdown URL: https://cleandigital.co.uk/blog/voice-search-integration-into-ppc/index.md --- title: "Voice Search Integration Into PPC" description: "A voice search is when someone searches by verbally asking a question to a device such as a smartphone, smart home device or other devices like smartwatches." canonical: "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/voice_search_integration.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Voice Search Integration Into PPC We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As [Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) 11 November 2021 5 minute read  ## Listen to this article Your browser does not support audio playback. We’re living in a time where most of our needs as humans, living in the west, are satisfied as per Maslow’s hierarchy of needs (see image below). As we head higher up the in pyramid and towards esteem and self-actualisation needs, the thing that becomes most scarce is time. Therefore, people are looking for ways to save time. This is where the opportunity for Voice Search comes in play as it is much more convenient and less time-consuming to talk than type. (Image source: [https://www.simplypsychology.org/maslow.html](https://www.simplypsychology.org/maslow.html) ) ## Types of voice assistants A voice search is when someone searches by verbally asking a question to a device such as a smartphone, smart home device or other devices like smartwatches. These devices will then provide a quick answer, verbally, as well as in a traditional SERP if they have a screen. The biggest players so far in terms of voice technology are Amazon’s Alexa, Google Assistant, and Apple’s Siri. ## Should we be optimising towards voice search? Voice assistants can be a great tool in terms of routine, day-to-day tasks like writing down a shopping list, turning lights on and off while washing the dishes, or setting up an alarm etc. Yes, this is indeed the functionality that most of users have voice assistants for. However, ignoring voice search’s potential in terms of shopping, rendering it obsolete, means we’re failing to keep up with the latest and future trends. ## A few facts & figures... - There were 4.2 billion voice assistants in use in 2020 and it is estimated that by 2023 there will be 8 billion of them. Meaning that there will be almost as many assistants as the global population. - According to Google, 27% of people in 2021 that use voice search are doing so on mobiles. - More than half of people with a smartphone in 2020 engage with voice search technology - 58% of consumers have found local businesses using voice search within the last year. If your business is dependent on local traffic, then it’s quite important to take it into consideration. - People not only interact with their voice assistants but are also becoming more likely to shop through them now as well. This is particularly important to e-commerce businesses, as well as local business, who could get leads through voice assistants. See the image below for some more interesting stats on voice search shopping. (image source: [https://uk.pcmag.com/shopping/133935/e-commerce-takes-a-new-pivot-voice-shopping](https://uk.pcmag.com/shopping/133935/e-commerce-takes-a-new-pivot-voice-shopping) ) How to capitalise on voice search in PPC There are a few steps we can take in order to take advantage of voice search: - Get a web developer to create a voice search friendly website. - Have a strong mobile focus - most voice searches take place on mobile devices and it is important to have a good mobile customer experience. - Have high intent and local approach as people who are looking for something with voice search are more likely to be doing so locally. For instance, “Cafes near me”, “Plumbing services Edinburgh” or “pizza deliveries in Leith”. Additionally, one of the most important ways to make the most of voice searches in PPC is by using longtail keywords. Search terms that are longer in size, help Google figure out the user’s intent better. It's like talking to a human and trying to communicate, the longer our sentence, the more we can convey and communicate with someone. The same thing applies to voice assistants, longtail keywords allow us to demonstrate higher intent by being more specific on “when” and “what” we are looking to do. To illustrate this, here is an example: If we type “watch battery” into Google, we will get a list of battery pictures in the shopping section of the SERP with some details on price and the vendor. If we type “watch battery replacement”, we then show voice assistants some more intent and the SERP will offer us some more options like local listings of places where we can get our battery changed or an instructional video on how to replace a battery. Finally, if we say “Ok Google, where can I get my watch battery replaced?”, Google will then provide us with the best one answer based on our location and intent. That means the local store that has the closest longtail keyword will come up as the chosen result by the voice assistant. Of course, there are more parameters to consider with ad rank and who appears as the default first choice. However, this is just an example to show the importance of longtail keywords and why we should be capitalising on them during this period of ascend for voice assistants. ## What does the future hold for voice search in PPC? To sum up, voice assistants have been on the rise for a few years now. Although we have not yet fully transition into a voice search era, there are constant advancements in technology every year which are improving user experience. Therefore, as a result, we expect voice assistants to be an important part of user search and PPC. So, it's a good idea to start experimenting and taking the first steps towards this transition so that we can be prepared for what the future holds! Article author ## Emma Fairley Contributor Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about [Google Display](https://cleandigital.co.uk/blog/google-display-network-gdn-why-should-you-use-it), [alternative search engines](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) and voice search, and contributes platform news to Weekly Insights. [More articles by Emma Fairley](https://cleandigital.co.uk/blog/authors/emma-fairley) ## Share this article ## Related articles [Number 1 In The Search Results: Is This Really The Best Place To Be? Number one! Top of the search results! First position! It sounds like the ideal place to be...right? But it isn't necessarily going to get you the best](https://cleandigital.co.uk/blog/number-1-in-the-search-results-is-this-really-the-best-place-to-be) [The Emergence Of Amazon Advertising Amazon is a household name, known for being one of the world’s largest online marketplaces alongside Amazon Music, Amazon Prime and, most recently,](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising) [What Does an Effective PPC Account Structure Look Like in 2022? To begin with, of course, you should make sure that your campaign structure reflects your online marketing goals. So, for instance, if you are](https://cleandigital.co.uk/blog/what-does-an-effective-ppc-account-structure-look-like-in-2022) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc#blogposting", "url": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc" }, "headline": "Voice Search Integration Into PPC", "description": "A voice search is when someone searches by verbally asking a question to a device such as a smartphone, smart home device or other devices like smartwatches.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/voice_search_integration.png" ], "datePublished": "2021-11-11T12:00:00.000Z", "dateModified": "2021-11-11T12:00:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Emma Fairley", "url": "https://cleandigital.co.uk/blog/authors/emma-fairley", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/Headshots%20%286%29.png", "jobTitle": "Contributor", "description": "Emma applies 2 years of experience since 2024 in digital advertising to assist with paid search campaign execution, optimisation, and reporting. She writes about Google Display, alternative search engines and voice search, and contributes platform news to Weekly Insights." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "voice search" ], "articleSection": [ "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Voice Search Integration Into PPC", "item": "https://cleandigital.co.uk/blog/voice-search-integration-into-ppc" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers Markdown URL: https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers/index.md --- title: "What does ChatGPT Agent mean for advertisers?" description: "Is ChatGPT Agent making SERPs irrelevant? How should brands adapt their paid media strategy? Clean Digital can guide you through the process." canonical: "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/chatgpt-agent-clean-digital-google-ads-agency-uk-ppc.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # What does ChatGPT Agent mean for advertisers? Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: open a browser, navigate to a [Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) 17 July 2025 16 minute read  ## Listen to this article Your browser does not support audio playback. Before ChatGPT Agent, for nearly three decades, our interaction with the internet has been through a simple, routine ritual: _open a browser, navigate to a search engine, and type in a query._ The goal was information retrieval. To be presented with a list of links (and ads) which we would then explore on our own. This year, that ritual is changing. The catalyst for this change is agents, and more specifically OpenAI’s release of ChatGPT Agent, which can navigate the internet and take actions on its own, on behalf of users. As of 17 July, ChatGPT Agent is being made available to millions of ChatGPT Pro, Plus, and Team users. Instead of asking for information, a user can now delegate a goal: "compare the top 5 project management tools" or "find the best place for me to spend my holiday in Scotland". This introduces a major conflict for advertisers. The entire digital advertising ecosystem is predicated on users visiting search engines and clicking on ads. If ChatGPT Agent can research products, compare services, and even execute purchases without ever displaying a Google search page to the user, what happens to the ads that live there? The answer is not simple, and it carries with it both threats and opportunities. The rise of AI agents signals a shift toward a more complex, more technical, and ultimately more efficient advertising ecosystem, but one that will be **far more difficult** for brands to manage on their own. ## Part 1: What is ChatGPT Agent? ChatGPT Agent is a new category of software, which OpenAI describes as a "unified agentic system". It is an AI that can perceive, reason, and act to perform complex, multi-step tasks on a user's behalf, effectively functioning as a digital teammate or virtual assistant. This new capability is the result of merging two of OpenAI's previous specialised systems: "Deep Research," a tool skilled at in-depth information gathering and synthesis, and "Operator," an agent capable of interacting with websites by clicking, scrolling, and typing. Separately, each had limitations. - **Operator**: could interact with websites but couldn't perform deep analysis. - **Deep Research**: could synthesise reports but couldn't interact with web elements to refine its search or access authenticated content. By unifying them, OpenAI has created a single system that can both reason and act, fluidly shifting between the two to complete complex workflows from start to finish. ### See it in Action: - [**Knowledge Work**](https://www.youtube.com/watch?v=szJI9YJNEZk) **:** A user can prompt the agent to "analyse three competitors and create a slide deck". The agent will then autonomously browse competitor websites (avoiding search ads) synthesise key findings, use its code interpreter to conduct data analysis, and deliver the final output as an editable presentation. - **E-commerce and Tasks:** The prompt "plan and buy ingredients to make Japanese breakfast for four" showcases its ability to handle the entire consumer journey. This involves researching recipes, creating a shopping list, selecting products from online retailers, and potentially completing the purchase. ChatGPT Agent allows the user to "take control" at the final moment of the transaction to enter payment and shipping information. - [**Personal and Professional Assistance**](https://youtu.be/Ht2QW5PV-eY?si=6GZXbI4IcaQUBMME&t=37) **:** A command like, "look at my calendar and book me a trip to go to a tennis tournament in Palm Springs next year" demonstrates its capacity to integrate with a user's personal data ecosystem. Using "Connectors," the agent can access applications like Google Drive and Gmail to find relevant information and incorporate it into its tasks. ### The Technical Side  A text-based browser displays search results for "Clean Digital" (Bing) ChatGPT Agent accomplishes these tasks by operating within its own "virtual computer," a secure environment where it can use a web browser and other tools that the user does not actually see. This includes a visual browser for interacting with graphical user interfaces, a text-based browser for more efficient data extraction, a terminal for running code, and direct API access for connecting to other services. The user can stop the agent or take control at any time; however, the user will **not** see the actions the agent is actually taking, nor will the user see the ads the agent is seeing. At least not in the same way the agent sees those actions. The UI obfuscates a lot of this to create a better user experience. It's not just OpenAI either. Competitors are developing similar capabilities, including Google's "Project Mariner," Anthropic's "computer use" tool, and Perplexity's "Comet" browser assistant, signalling that autonomous agents are coming (and here to stay). For decades, software, including search engines, has functioned as a collection of passive _tools_. A **user** operates these tools with explicit, step-by-step commands: type a query, see an ad, click a link, copy data, open a new application, paste the data. **The human _was_ the agent, and the software _was_ the tool.** Agents invert this dynamic. A user no longer provides a series of commands; they delegate a high-level _goal_. The agent then autonomously deconstructs that goal into a sequence of sub-tasks, selects the appropriate tools from its arsenal, executes the plan, and synthesises the final result. This elevates the user's role from that of an operator to that of a manager. A manager that may or may not observe the operator. **Key Takeaway #1:** The world of advertising is moving from a reality where brands market to humans to a new reality where brands must increasingly market to the AI agents those humans entrust to get things done. ## Part 2: Is This the End of Search Results? So, we know that AI agents can now complete tasks without navigating a traditional search engine. Users will not see ads where they previously would have, although the agents may still see those ads. The most pressing question for the advertising industry must then be answered: Will widespread adoption of this technology lead to a significant decline in traffic to Search Engine Results Pages (SERPs)? At Clean Digital, we believe the answer is yes. For a significant and growing portion of user queries, particularly those with complex or commercial intent, the SERP will be bypassed. Industry analysis is beginning to quantify this threat. A [recent eMarketer report](https://digiday.com/marketing/in-graphic-detail-how-ai-is-changing-search-and-advertising/) projected that the proliferation of AI agents could lead to a **38% drop in ad exposure during the discovery phase of the consumer journey, a 47% drop during the consideration phase, and a 30% drop at the point of conversion.** When a user's goal is to find a set of links to begin their own research, a SERP is the ideal tool. However, when the goal is just to get a job done (to find a list of the best options for a product or service, to book a rental car, or to book a few B2B software demo calls), the SERP becomes an inefficient intermediary. An agent that can perform deep research, browse multiple sources, and finally complete a task or purchase, obviates the need for a user to manually sift through four ads and ten organic links in order to perform that synthesis themselves. This does not mean the functions of the SERP are disappearing. Rather, the SERP is being unbundled. The core functions it provides (e.g., discovery, comparison, navigation, and transaction) are not being destroyed by AI agents. This unbundling also points to a more structural transformation. The economic value of the SERP has always been tied to its position as the dominant _interface_ for capturing user intent. Advertisements are placed within this interface, monetising the attention of users as they navigate it. As AI agents become the new primary interface for expressing intent, those agents will instead perform the SERP's functions by crawling websites and making API calls in the background. The final output presented to the user, for instance, "I've analysed the market and found that Competitor X has the highest customer reviews and best overall pricing, and here is a slide summarising the findings", hides the complex process that produced it. Consequently, the economic value that was once concentrated in the SERP interface will likely, in our view, migrate to the underlying _data and logic layers_ that these agents access. **Key Takeaway #2:** The new prime real estate for advertisers will not be a position on a SERP, but a position within an agent's decision-making process. We believe the future of advertising will be less about buying search ads with human readers in mind, and more about: 1. Ensuring your data appears within an agent's knowledge graph. This can include writing ads for a machine audience. 2. Optimising your digital presence for LLM readability and preference. (See our guide on [how to appear on ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) for more.) 3. Partnering with a trusted agency like Clean Digital to ensure you get first-in-line access to ChatGPT Ads - a product we believe is in development and will be released soon. ## Part 3: How AI Agents See Your Ads  While ChatGPT Agent may see your ads, the UI displayed to the human user will not display those ads. As users begin to delegate their online activities, a new audience will emerge, one that is alien to the principles that have guided advertising for a century. To survive, brands must learn to " **market to machines** ". This requires an immediate rethinking of ad strategy, because AI agents do not see, think, or decide like humans. [Research from the Digital Media Lab](https://www.researchgate.net/publication/390670655_Are_AI_Agents_interacting_with_Online_Ads) provides the first clear glimpse into this reality: ### The Rational Actor The most critical finding is that AI agents operate as (relatively) rational actors. They are largely immune to the traditional levers of persuasion that are central to human-focused advertising. - **Logic Over Emotion:** An agent's objective is efficient and accurate task completion. It is not swayed by compelling brand narratives, beautiful imagery, or emotionally-resonant copy. A clever slogan or a heartwarming video a brand spends thousands on is simply irrelevant data and will likely be counterproductive. - **Data Over Design:** The agent's decisions are heavily influenced by structured, explicit, machine-readable data. In the study, ads containing relevant keywords directly in the text (e.g., "Valentine's Day deal") were far more likely to influence the agent's behaviour than purely image-based ads. Factors like price, availability, customer reviews, and technical specifications, _when presented clearly_, are the primary drivers of an agent's choices. ### The "Golden Click": Lower Exposure, Higher Intent While the overall volume of ad impressions and clicks will likely decrease as agents summarise information for users, the value of each interaction an agent has with an ad increases dramatically. Agents do not ignore ads they see; they instead treat them as a potential data source to be evaluated in service of their goal. A click from an agent is not an act of curiosity or impulse; it is a purely functional, high-signal action indicating that the ad's data appears to be the most efficient path toward completing the assigned task. The result is an extraordinarily high conversion intent for the agent. In the travel booking scenario studied, Google's Gemini agent had a **100% conversion rate** on every ad it clicked, while OpenAI's GPT-4o converted at 94.9% from banner ad clicks. A click from an agent, for now*, is a near-certainty of a final recommendation/selection of your product or service. ### Key Table: Human vs. AI Agent: | **Factor** | **Human Consumer Behaviour** | **AI Agent Behaviour** | | --- | --- | --- | | **Primary Driver** | Emotion, curiosity, brand affinity, social proof, need | Task completion, goal achievement, efficiency, logic | | **Key Influencers** | Visual design, storytelling, scarcity tactics, brand narrative | Structured data, explicit keywords, price, specifications, availability | | **Response to Visuals** | High influence; drives clicks, perception, and emotional connection | Low influence; primarily a source of text/object data if parsable, otherwise ignored | | **Click Behaviour** | Can be exploratory, impulsive, or research-oriented; intent is variable | Purely functional; only clicks if the ad appears to be the most efficient path to the goal | | **Conversion Intent** | Variable; can range from low (accidental click) to high (ready to buy) | Extremely high; a click is a near-certain indicator of a final decision or data extraction for it | | **Information Source** | Prefers a list of links (SERP) to explore and synthesise manually | Prefers a final, synthesised answer or report; the process is invisible to the user | ## Part 4: A 3-Layer Strategy for Agentic Advertising At [Clean Digital](https://cleandigital.co.uk/), we are proposing the following three-layer strategy, which we believe provides a clear, actionable plan for businesses to adapt and take advantage of agentic behaviours from ChatGPT Agent and others. Proven marketing principles will be augmented with new, technically-demanding practices designed for an audience made of both humans and machines. ### Layer 1: The Data Foundation (Machine-Readability) In the age of agents, clean, structured, and accessible data is the absolute price of entry. An AI agent cannot recommend, purchase, or even consider what it cannot **clearly** understand. If your digital presence is not perfectly machine-readable, you will be nearly invisible. Brands that have put off adopting best practices should act fast, or be left behind. [We can help](https://cleandigital.co.uk/data-and-analytics). - **Action 1: Flawless Schema Implementation.** This must go far beyond basic product schema. Businesses need to implement a comprehensive suite of schemas to explicitly define every facet of their products, services, and organisation for AI crawlers. This includes detailed markup for `Offer` (to specify price, currency, and availability), `AggregateRating` (to surface social proof), `Organization` (to establish identity), and any other schemas relevant to their specific industry. This structured data acts as a clear, unambiguous instruction manual for visiting agents. - **Action 2: Comprehensive and Accurate Product Feeds.** For any e-commerce business, the product feed is the lifeblood of its agentic strategy. These feeds, which power platforms from Google Shopping to Facebook Shops, will become a primary data source for shopping agents. They must be perfectly maintained, with real-time accuracy for essential attributes like price, availability, Global Trade Item Numbers (GTINs), and richly-detailed, keyword-optimised descriptions. Inaccuracies in a feed will lead directly to an agent disqualifying a product from consideration. We've written a guide on [How To Get Your Products into ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping). - **Action 3: Prepare for the API Economy.** The most forward-thinking strategy is to embrace the principle that "the API is the new landing page". As agents become more sophisticated, they will increasingly bypass website scraping in favour of more efficient and reliable direct data calls. Businesses **must** begin the strategic work of exposing their core data (such as inventory levels, booking availability, or service specifications) via well-documented Application Programming Interfaces (APIs). An API that ChatGPT Agent can query directly is the ultimate form of machine-readability and will become a formidable competitive strategy. If this is something your business needs to get set up, [we can help.](https://cleandigital.co.uk/contact) ### Layer 2: The Content Strategy (Mastering Answer Engine Optimisation - AEO) The discipline of Search Engine Optimisation (SEO) must also evolve. The new frontier is Answer Engine Optimisation (AEO), also referred to as Generative Engine Optimisation (GEO), or just LLM SEO. This is the practice of optimising content not to achieve the #1 ranking in a list of links on a SERP, but to appear to be the most complete, logical, factual, and useful source for an AI agent to reference and synthesise into its final answer or recommendation. - **AEO in Practice:** - **Factual Density and Clarity:** Content must be rich with facts, figures, specifications, and direct answers to the questions a user would likely ask. Vague marketing language should be replaced with concrete data. FAQs are huge here. - **Semantic and Structural Richness:** Content must be structured logically using clear headings (H1, H2, H3) that map to ChatGPT Agent's "thought process". Language should be unambiguous to avoid misinterpretation by the AI. - **Authoritativeness and Citability:** The ultimate goal of AEO is for your website to become the definitive source of truth in your arena, the one that an agent like ChatGPT Agent would trust and reference. This amplifies the importance of traditional SEO concepts like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), but applies them to a machine audience. Previously, a website was primarily a storefront or a brochure designed to guide a human visitor through a narrative. Sometimes it was just a business card. Now, it must also function as a structured, queryable **reference database** for AI agents. An agent conducting research is, in effect, building a temporary, task-specific knowledge base by consuming vast amounts of web content. For a brand's information to be selected for inclusion in this knowledge base, it must be organised for easy parsing and be factually reliable. Content that is purely narrative or emotional will be less useful to ChatGPT Agent than a well-structured FAQ page, a detailed technical specification sheet, or a comprehensive comparison table. **Key Takeaway #3:** Marketers must begin to think like architects, systematically organising their company's knowledge, products, and services into a logical, machine-readable format that anticipates the questions agents will ask on behalf of a brand's target audience. ### Layer 3: The Advertising Approach (PPC for a Dual Audience) We believe that paid advertising must also bifurcate. Advertisers now face the challenge of creating and managing campaigns for two fundamentally different audiences simultaneously: humans and machines. - **We Propose A Dual-Faceted Ad Strategy:** - **Human-Facing Ads:** These campaigns will continue to leverage the proven tools of creativity, visual appeal, and emotional resonance to capture human attention and build brand affinity. The internet is changing, but it isn't changing overnight. - **Machine-Facing Ads:** A new category of ads must be created specifically to be parsed and understood by AI agents. Based on our existing research and experiments so far, these ads should be text-heavy, include explicit and task-relevant keywords, and feature easily-readable data like price and availability directly within the ad copy or ad extensions. ## What Next? The fundamental goal of connecting users with valuable products and solutions remains unchanged, but the channels, tactics, and required technical know-how are changing faster than ever. ChatGPT Agent will not be the last disruption in the advertising industry. To survive, businesses need to work with paid media agencies with a track record of adopting a strategic role in which they assist with designing, building, and managing a brand's entire digital presence. This will extend from paid ads to website schema and product feeds to API endpoints and machine-facing ad creative to optimise for ChatGPT Agent and more. Their primary objective will be to ensure the brand's offerings are not only visible and understandable but ultimately _preferable_ to the AI agents that will increasingly act as the gatekeepers of commerce. At [Clean Digital](https://cleandigital.co.uk/), we are already offering these services to our clients, and we are expanding the scope of our work to ensure our clients will win "ChatGPT agent auctions". **Interested in a free audit of your current advertising strategy?** [For a limited time, we're offering free account audits to qualifying businesses.](https://cleandigital.co.uk/contact) ## Frequently asked questions How can I get my business to show up when ChatGPT Agent is helping a user? The honest truth is that Clean Digital is still on the cutting edge of discovering the “rules” governing how AI agents choose content or products, but we're sharing what we've learned with our clients first. High impact actions brands can take today, however are: 1. Ensure your site is crawlable and authoritative. 2. Implement structured data 3. Build brand presence Should we pull back on search ad spending due to ChatGPT Agent? No. Not yet. And maybe not at all. The bulk of search traffic and purchase intent still flows through traditional search engines and ads today. I think it would be premature to scale back a performant Google Ads / PPC strategy purely out of fear of ChatGPT. Our recommendation is to **test gradually**. - Monitor if certain queries start to decline in volume (question-type searches might dip as people ask ChatGPT). - **Clean Digital** has automated monitoring solutions in place for this. - Keep running your core campaigns and use a portion of your marketing resources to experiment with AI-related optimisations (as outlined above). - Reallocate some budget to other channels if you see clear evidence of shift. What about AI agents from Google? Wouldn't this be bad for Google Ads? Google is actively working on making its search experience more _generative and conversational_. We do not believe that Google would release an agentic solution that would circumvent advertisers, as advertisers are crucial to Google's profitability. This is an important note, as while we do see more search traffic across TikTok and ChatGPT, Google still dominates the space. Article author ## Alex Berish Data Analyst Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s [Employee Ownership Trust](https://cleandigital.co.uk/employee-ownership). He founded [chatobserver.com](https://chatobserver.com/) to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including [ChatGPT Shopping](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), AI agents and [choosing a Google Ads agency](https://cleandigital.co.uk/blog/choose-google-ads-agency). [More articles by Alex Berish](https://cleandigital.co.uk/blog/authors/alex-berish) ## Share this article ## Related articles [AI Overviews: Navigating the Shifting Search Landscape and New Advertising Opportunities The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the](https://cleandigital.co.uk/blog/ai-overviews-and-zero-click-searches) [Thinking About AI Max for Search? Start Here First. Search is changing fast. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter](https://cleandigital.co.uk/blog/ai-max-for-search) [Get Your Products into ChatGPT Shopping Most businesses don't have a ChatGPT strategy. Learning how to get your products into ChatGPT Shopping is about to become extremely](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers#blogposting", "url": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers" }, "headline": "What does ChatGPT Agent mean for advertisers?", "description": "Is ChatGPT Agent making SERPs irrelevant? How should brands adapt their paid media strategy? Clean Digital can guide you through the process.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/chatgpt-agent-clean-digital-google-ads-agency-uk-ppc.png" ], "datePublished": "2025-07-17T18:27:00.000Z", "dateModified": "2025-07-18T09:23:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Alex Berish", "url": "https://cleandigital.co.uk/blog/authors/alex-berish", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/alex_final.webp", "jobTitle": "Data Analyst", "description": "Alex brings over a decade of experience in data analysis and technical tracking, alongside expertise in cloud engineering and growth marketing. He also serves as a trustee director of Clean Digital’s Employee Ownership Trust. He founded chatobserver.com to help brands track and improve their visibility in ChatGPT, Google AI Overviews and other AI search platforms. He writes about paid media and AI search, including ChatGPT Shopping, AI agents and choosing a Google Ads agency." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "chatgpt agent" ], "articleSection": [ "Advanced Marketing Insights", "AI" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "What does ChatGPT Agent mean for advertisers?", "item": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers#faq", "mainEntity": [ { "@type": "Question", "name": "How can I get my business to show up when ChatGPT Agent is helping a user?", "acceptedAnswer": { "@type": "Answer", "text": "The honest truth is that Clean Digital is still on the cutting edge of discovering the “rules” governing how AI agents choose content or products, but we're sharing what we've learned with our clients first. High impact actions brands can take today, however are:
No. Not yet. And maybe not at all.
The bulk of search traffic and purchase intent still flows through traditional search engines and ads today.
I think it would be premature to scale back a performant Google Ads / PPC strategy purely out of fear of ChatGPT.
Our recommendation is to test gradually.
Google is actively working on making its search experience more generative and conversational. We do not believe that Google would release an agentic solution that would circumvent advertisers, as advertisers are crucial to Google's profitability.
This is an important note, as while we do see more search traffic across TikTok and ChatGPT, Google still dominates the space.
Because it is usually judged on a last-click basis, whereas its true job is to build brand awareness, create demand, and influence users before they actively search.
" } }, { "@type": "Question", "name": "How does display advertising support search campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "It warms up cold audiences and builds familiarity over time, resulting in higher brand recognition, stronger branded search volume, and better conversion rates.
" } }, { "@type": "Question", "name": "Is display advertising still relevant with privacy and AI changes?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Privacy shifts and AI optimization make display more strategic, requiring smarter first-party data targeting and higher-quality creative inputs.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us Markdown URL: https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us/index.md --- title: "Why Employee Ownership Is Right For Our Company" description: "An Employee Ownership Trust was right for us because it embodies our company culture, one where we all feel responsible for the business performance and success" canonical: "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/CD_Employee_Owned-edit.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Why Employee Ownership Is Right For Us Clean Digital has always had a clear vision; to provide best-in-class customer service via our PPC management and constantly push the boundaries on what we [Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) 8 June 2023 3 minute read  ## Listen to this article Your browser does not support audio playback. **Clean Digital has always had a clear vision; to provide best-in-class customer service via our PPC management and constantly push the boundaries on what we can achieve for clients. Fast forward over a decade, our vision has remained steadfast.** In the last few years, we have experienced significant growth, both in revenue and in team size. This has also enabled us to make great strides in what we can offer as a business to potential clients, solidifying our position as PPC experts, both strategically and technically. In the background, something we’ve always wanted to do is create a long-term plan for a fairer structure. This is why on 30th May 2023; I signed Clean Digital over to an Employee Ownership Trust (EOT). An Employee Ownership Trust is right for us because it embodies our company culture; one where we all feel responsible for the business' performance and success. Also, it reflects our long-held belief that the success of the company comes from having a brilliant, positively engaged team where everyone is personally invested and plays their part to ensure that we deliver great results. We're dedicated to investing in our team, and the employee ownership model offers long-term stability for everyone at Clean Digital, whose future is now secure. It's an excellent way to reward staff, an appealing perk for new talent, and it aids in future-proofing the business through succession planning. Ultimately, we're placing our trust in the people who make this business what it is. They now have a genuine stake in the company, and we're all excited about this new chapter as we concentrate on our next stage of growth. The journey has been quite extensive; from discussing various alternatives with Mark Probert, our growth advisor at [Cactus](https://www.cact.us/), to engaging with EOT specialists, [Baxendale](https://baxendaleownership.co.uk/), we have been meticulously evaluating our choices for over a year. Our aim was to thoroughly examine all potential paths to ensure the business progresses sustainably and without any detrimental effects on daily operations. I believe that the team here at Clean Digital has never been stronger. I have unwavering confidence in each and every employee, across all levels and departments, and I want them to feel empowered and valued. I strongly believe that becoming an employee owned business will do exactly this…and then some. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Rory Young Contributor Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to [employee ownership](https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us) through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about [PPC automation](https://cleandigital.co.uk/blog/human-led-automation-for-e-commerce-ppc-part-1), audience targeting and the decisions behind Clean Digital’s move to employee ownership. [More articles by Rory Young](https://cleandigital.co.uk/blog/authors/rory-young) ## Share this article ## Related articles [Clean Digital: PPC Agency of the Year 2023 Founded back in the summer of 2012, Clean Digital is a multi-award-winning specialist PPC agency based in Edinburgh. For over a decade, our vision has](https://cleandigital.co.uk/blog/clean-digital-ppc-agency-of-the-year-2023) [Beyond the Booking: Maximise Hotel Revenue in the Face of OTAs Hotel results are extremely competitive, with a host of local, national & international brands competing for a share of clicks alongside the deep](https://cleandigital.co.uk/blog/maximise-hotel-revenue-in-the-face-of-otas) [Instagram: Working Towards Rewarding Original Creators I love Instagram; I tend to spend a chunk of my day on it, cat videos and all. I also like to support local creatives, and I can’t tell you how](https://cleandigital.co.uk/blog/instagram-working-towards-rewarding-original-creators) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us#blogposting", "url": "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us" }, "headline": "Why Employee Ownership Is Right For Us", "description": "An Employee Ownership Trust was right for us because it embodies our company culture, one where we all feel responsible for the business performance and success", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/CD_Employee_Owned-edit.png" ], "datePublished": "2023-06-08T08:42:00.000Z", "dateModified": "2023-06-08T08:42:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Rory Young", "url": "https://cleandigital.co.uk/blog/authors/rory-young", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/rory_final.webp", "jobTitle": "Contributor", "description": "Rory is the CEO and founder of Clean Digital, with 18 years of experience in digital marketing and agency leadership. He has led the agency since 2013, overseeing business growth, client relationships and the development of its paid media services. In 2023, he led the transition to employee ownership through an Employee Ownership Trust. He continues to serve as a company director and trustee director, working with the trust to represent employees in business decisions. He writes about PPC automation, audience targeting and the decisions behind Clean Digital’s move to employee ownership." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "employee ownership" ], "articleSection": [ "News" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Why Employee Ownership Is Right For Us", "item": "https://cleandigital.co.uk/blog/why-employee-ownership-is-right-for-us" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led Markdown URL: https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led/index.md --- title: "Why Marketing Must Move from Seasonal to Signal Led" description: "Discover why seasonal calendars are no longer enough. Learn how signal-led marketing uses real-time data to optimize your budget and capture demand in 2026." canonical: "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/signal-led-dd.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Why Marketing Must Move from Seasonal to Signal Led In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture [David Dye](https://cleandigital.co.uk/blog/authors/david-dye) 26 May 2026 2 minute read  ## For years, marketing has followed the calendar: Spring, Summer, Black Friday, Christmas. Predictable, but increasingly ineffective. In 2026, demand doesn’t follow fixed timelines; it is shaped in real time by weather, trends, economic shifts, and online behavior. To capture these moments, businesses must transition to **signal-led marketing**. Those sticking strictly to pre-set campaign dates risk being out of sync, spending at the wrong time or missing demand entirely. ### What is Signal Led Marketing? Signal led marketing uses real-time data, like search demand, website traffic, CRM activity, and tools such as [Google Trends](https://trends.google.com/trends/), to decide when and where to invest budget. Instead of predicting demand, it responds to it.  #### The Shift in Thinking - **Budgeting** becomes flexible, increasing when ROI is strong and pulling back when it’s not. - **Trigger Points** move from fixed dates to real-world signals, like an early heatwave or a sudden spike in demand. Crucially, this doesn't mean manually watching dashboards all day; it means setting up automated systems that automatically scale budget or deploy ads the moment a specific real-world trigger is met. - **Search Strategy** evolves from static keyword bidding to AI-driven insights based on live data. A retailer should have the capacity to react instantly to an influencer-driven spike or a current trend and capture demand in the moment. By leveraging AI-driven features like Google's Smart Bidding and Performance Max, your strategy shifts from static keyword guessing to letting machine learning dynamically capture fluid, in-the-moment consumer intent. - **Creative** shifts from fixed assets to adaptable messaging that reflects current conditions and trends. #### Why It Matters Signal led marketing improves efficiency by aligning spend with actual demand. That means less waste, better performance, and more control over rising acquisition costs. Most importantly, it matches how consumers behave today, acting in moments, not seasons. #### Final Thought Seasonal planning isn’t dead, but it’s no longer enough. The brands that win in 2026 are those that can respond in real time. If you’d like to learn more, [get in touch](https://cleandigital.co.uk/contact) today. Don't forget to follow us for more digital marketing insights and [subscribe to our newsletter](https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7440005724769890304)! ## Frequently asked questions Does signal led marketing mean we should completely abandon seasonal campaign calendars? Not at all. Seasonal planning still provides a baseline structure for major product launches and predictable retail moments like Christmas. However, instead of locking in 100% of your budget to fixed dates, signal-led marketing means holding back a portion of your budget and creative resources to deploy instantly when real-time demand triggers fire. What are the best tools for small-to-medium businesses to start tracking these signals? You don't need a massive enterprise tech stack to start. Free tools like **Google Trends** and **Google Alerts** are great for spotting macroeconomic and cultural shifts. For your own audience, setting up custom alerts in **Google Analytics 4** (e.g., traffic spikes to specific categories) and monitoring real-time search volume changes in your Google Ads account are incredibly effective starting points. How do we manage creative assets if we don't know what the signal will be in advance? The secret is shifting from fixed, hyper-specific assets to a **modular creative framework**. Instead of building one rigid video or banner, build "templates" with flexible copy and image zones. When a signal is triggered (like a sudden weather shift or trending topic), your team - or an AI-driven dynamic creative tool - can swap in the relevant messaging in minutes rather than weeks. Article author ## David Dye Contributor David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about [Amazon advertising](https://cleandigital.co.uk/blog/the-emergence-of-amazon-advertising), PPC automation and using [changes in customer demand](https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led) to plan campaigns. [More articles by David Dye](https://cleandigital.co.uk/blog/authors/david-dye) ## Share this article ## Related articles [Making The Most Of First-Party Data But what exactly is first-party data, why does it matter, and how can brands harness it to build trust and deliver better advertising? First-party data](https://cleandigital.co.uk/blog/making-the-most-of-first-party-data) [The PPC World Cup: Navigating Strategy During the Tournament But while millions of eyes are glued to the world cup pitches, what is happening behind the scenes to your paid media accounts? Major sporting events can](https://cleandigital.co.uk/blog/the-ppc-world-cup-navigating-strategy-during-the-tournament) [From Data to Doorstep. Your Next Location is Hiding in Plain Sight. Starbucks built an entire internal geospatial division to determine where their next cup should be served, layering foot traffic data, drive-time modelling,](https://cleandigital.co.uk/blog/from-data-to-doorstep-your-next-location-is-hiding-in-plain-sight) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led#blogposting", "url": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led" }, "headline": "Why Marketing Must Move from Seasonal to Signal Led", "description": "Discover why seasonal calendars are no longer enough. Learn how signal-led marketing uses real-time data to optimize your budget and capture demand in 2026.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/featured/signal-led-dd.png" ], "datePublished": "2026-05-26T12:12:00.000Z", "dateModified": "2026-05-26T12:12:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "David Dye", "url": "https://cleandigital.co.uk/blog/authors/david-dye", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/david_final.webp", "jobTitle": "Contributor", "description": "David leverages 5 years of hands-on paid search experience since 2021 to manage, test, and refine high-impact PPC campaigns. He writes about Amazon advertising, PPC automation and using changes in customer demand to plan campaigns." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "signal led", "paid media creative", "creative strategy for paid media", "ad creative performance" ], "articleSection": [ "Advanced Marketing Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Why Marketing Must Move from Seasonal to Signal Led", "item": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://cleandigital.co.uk/blog/why-marketing-must-move-from-seasonal-to-signal-led#faq", "mainEntity": [ { "@type": "Question", "name": "Does signal led marketing mean we should completely abandon seasonal campaign calendars?", "acceptedAnswer": { "@type": "Answer", "text": "Not at all. Seasonal planning still provides a baseline structure for major product launches and predictable retail moments like Christmas. However, instead of locking in 100% of your budget to fixed dates, signal-led marketing means holding back a portion of your budget and creative resources to deploy instantly when real-time demand triggers fire.
" } }, { "@type": "Question", "name": "What are the best tools for small-to-medium businesses to start tracking these signals?", "acceptedAnswer": { "@type": "Answer", "text": "You don't need a massive enterprise tech stack to start. Free tools like Google Trends and Google Alerts are great for spotting macroeconomic and cultural shifts. For your own audience, setting up custom alerts in Google Analytics 4 (e.g., traffic spikes to specific categories) and monitoring real-time search volume changes in your Google Ads account are incredibly effective starting points.
" } }, { "@type": "Question", "name": "How do we manage creative assets if we don't know what the signal will be in advance?", "acceptedAnswer": { "@type": "Answer", "text": "The secret is shifting from fixed, hyper-specific assets to a modular creative framework. Instead of building one rigid video or banner, build "templates" with flexible copy and image zones. When a signal is triggered (like a sudden weather shift or trending topic), your team - or an AI-driven dynamic creative tool - can swap in the relevant messaging in minutes rather than weeks.
" } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success Markdown URL: https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success/index.md --- title: "Why Our Strong Company Culture Has Been Key To Our Success" description: "Learn how having a strong company culture at the core of everything we do has ultimately led to our success as an agency." canonical: "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/company-culture-image-rot1b.jpg" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) # Why Our Strong Company Culture Has Been Key To Our Success “A company is only as good as its people.” - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a [Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) 28 July 2025 4 minute read  ## Listen to this article Your browser does not support audio playback. _“A company is only as good as its people.”_ - something we wholeheartedly believe at Clean Digital. Since 2012, we’ve remained a people-centric business with our strength rooted in our team. This ethos has guided all decision making throughout our journey, and created a robust and inclusive company culture as a result. At Clean Digital, we know that a thriving company culture is more than just a set of guidelines - it's the heartbeat of our agency. Earlier this year, we won two awards at the [UK Culture Awards](https://companycultureawards.co.uk/): Best Agency To Work For and Best Culture Transformation Initiative. But these achievements didn’t happen overnight. We firmly believe that these accolades, and indeed all our success as an agency, stem from the strong company culture at the core of everything we do.  Let’s rewind to pre-pandemic days (sorry to bring up the P word!). As a small, close-knit team, we established a strong set of company values that everyone at Clean Digital committed to. These values formed the foundation of our daily operations and decisions. We even incorporated initial appraisal questions with our values in mind, allowing us to see how each team member embodies them. However, we're aware that a static set of values might not serve us forever. This is why we regularly revisit and review our values, ensuring they align with our current goals, ethos, and the evolving landscape of the digital marketing world. In 2023, we reached a pivotal milestone by becoming 100% employee owned. This transition was a cultural evolution designed to empower every member of our team. Shortly after, we ran with a company-wide workshop to re-write our values. In fact, one of our updated values was suggested by our newest team member at the time - the employee-ownership structure gave him the voice and platform to share his opinion. Today, our values are clear and powerful: **Be Leaders**, **Have Passion**, **Be Curious**, **Bring Value**. This transition to employee ownership is a leading factor in why we won the Best Culture Transformation Initiative award. It’s a testament to what we’ve achieved as an employee-owned agency. We have surged our employee benefits, offering private health care, an enhanced maternity and paternity policy, and a bike-to-work scheme. Additionally, we’ve added two more annual leave days and introduced a buy/sell holiday scheme. Every team member enjoys a monthly wellbeing hour, networking opportunities, and time for volunteering. Perhaps most exciting are the bi-annual profit payouts for all employees with over six months of service - a true reflection of our commitment to shared success.  We love our company socials, from our big summer and winter parties to smaller hang outs throughout the year that keep us connected. What's particularly special is the organic emergence of clubs and activities from within our team over the years, such as the rock climbing club, running club, and chess club. Even during the pandemic, we ensured our team building and collaboration remained strong through weekly creative virtual socials and activities. It’s our shared purpose and values that have shaped a strong culture, helping us earn the title of Best Agency to Work For in the UK. As a small PPC agency in Edinburgh, this is an achievement we're incredibly proud of. We’re grateful for our team's dedication and spirit, which make Clean Digital a great place to work. As always, we love discussing all things PPC, so don't hesitate to [get in touch](https://cleandigital.co.uk/contact)! Want to learn more about the world of digital marketing? Check out our other blogs [here](https://cleandigital.co.uk/blog)! Article author ## Hannah Pate Contributor Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about [employee ownership](https://cleandigital.co.uk/blog/three-years-of-employee-ownership) and company culture, alongside practical introductions to programmatic advertising and [value-based bidding](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap). [More articles by Hannah Pate](https://cleandigital.co.uk/blog/authors/hannah-pate) ## Share this article ## Related articles [The Rise of Social Search According to a recent survey carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok](https://cleandigital.co.uk/blog/the-rise-of-social-search) [TikTok Search Ads: Capturing Intent in the Moment In recent years, consumers have changed the way in which they search for products and services. The rise of ‘social search’ has paved](https://cleandigital.co.uk/blog/tiktok-search-ads) [Breaking into Digital Marketing: Why Paid Ads is a Smart First Step If you studied marketing at university and are wondering what area to pursue, I think paid ads is a brilliant place to start. That was me a year](https://cleandigital.co.uk/blog/breaking-into-digital-marketing-why-paid-ads-is-a-smart-first-step) ```json [ { "@context": "https://schema.org", "@type": "BlogPosting", "@id": "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success#blogposting", "url": "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success" }, "headline": "Why Our Strong Company Culture Has Been Key To Our Success", "description": "Learn how having a strong company culture at the core of everything we do has ultimately led to our success as an agency.", "image": [ "https://dropinblog.net/cdn-cgi/image/fit=scale-down,format=auto,width=700/34249716/files/company-culture-image-rot1b.jpg" ], "datePublished": "2025-07-28T12:01:00.000Z", "dateModified": "2025-07-28T12:01:00.000Z", "inLanguage": "en-GB", "author": { "@type": "Person", "name": "Hannah Pate", "url": "https://cleandigital.co.uk/blog/authors/hannah-pate", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/hannah_final.webp", "jobTitle": "Contributor", "description": "Hannah manages Clean Digital's marketing activity with over 7 years of experience, supporting brand development, content, and campaign strategy. She writes about employee ownership and company culture, alongside practical introductions to programmatic advertising and value-based bidding." }, "publisher": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } }, "keywords": [ "company culture" ], "articleSection": [ "Insights" ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Blog", "item": "https://cleandigital.co.uk/blog" }, { "@type": "ListItem", "position": 3, "name": "Why Our Strong Company Culture Has Been Key To Our Success", "item": "https://cleandigital.co.uk/blog/why-our-strong-company-culture-has-been-key-to-our-success" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/brandguard Markdown URL: https://cleandigital.co.uk/brandguard/index.md --- title: "BrandGuard | Brand Search Monitoring for PPC | Clean Digital" description: "BrandGuard monitors competitor bidding on brand search and helps decide when brand PPC spend should run, pause or be protected." canonical: "https://cleandigital.co.uk/brandguard" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- INTELLIGENT BRAND PROTECTION # STOP WASTING BUDGET ON UNNECESSARY BRAND ADS BrandGuard intelligently monitors your brand terms in search results, activating ads only when competitors are present, and saving you up to 63% on wasted brand ad spend. [127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university) ### Brand Ad Spend Reduction ~63% Savings BrandGuard™ continuously optimises your brand term bidding 24/7 Protection ## WHAT IS BRANDGUARD? Our intelligent brand protection solution ### Brand Term Protection BrandGuard is Clean Digital's solution for keeping track of your brand terms on Search Engine Results Pages (SERPs). It constantly monitors competitor activity and adjusts your ad campaigns accordingly. ### Real-time Response When a competitor starts advertising on your brand terms, BrandGuard activates your ads to ensure you maintain a strong presence. BrandGuard allows us to respond to competitors nearly instantly. ### Cost Efficiency If competition is low, your ads are paused, saving you money. If you already own the #1 organic listing, you can save even more by only spending on brand terms when competitors are also bidding on them. ### How BrandGuard Works We monitor your key Branded terms at regular intervals throughout the day, passing data back to our in-house tool. This allows us to make smart, automated decisions about when to activate and pause your brand campaigns. "The monitoring cycle happens continuously, allowing us to respond to competitor activity instantaneously." Typical Client Results: - 63% average reduction in brand campaign costs - Immediate response to competitor activity - Complete visibility of the competitive landscape ## Proven Results BrandGuard delivers measurable impact for businesses of all sizes ### Brand Ad Spend Reduction Average daily spend before and after BrandGuard implementation ### Maintaining Brand Traffic Brand sessions remain consistent while reducing ad spend 63% The average saving on brand spend across our clients currently utilising BrandGuard +20% Average increase in ROI for brand campaigns 24/7 Continuous monitoring of competitor activity 100% Client retention rate with BrandGuard ## Discover How Much You Could Save on Brand Ads with BrandGuard Answer a few quick questions to see your potential savings. Protect Your Brand & Reduce Wasted Ad Spend PPC Agency of the Year UK Agency Awards Best Agency To Work For UK Culture Awards Best Culture Transformation UK Culture Awards Best Use of Search UK Search Awards ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/brandguard#webpage", "url": "https://cleandigital.co.uk/brandguard", "name": "BrandGuard | Brand Search Monitoring for PPC | Clean Digital", "description": "BrandGuard monitors competitor bidding on brand search and helps decide when brand PPC spend should run, pause or be protected.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/careers Markdown URL: https://cleandigital.co.uk/careers/index.md --- title: "Careers at Clean Digital | Join Our Team | Employee-Owned Agency" description: "Join our employee-owned PPC agency. Explore career opportunities at Clean Digital and work on paid media campaigns with an experienced Edinburgh team." canonical: "https://cleandigital.co.uk/careers" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Grow with the PPC Specialists Join our employee-owned PPC agency in Edinburgh. Build your career in a collaborative, growth-focused environment with exceptional benefits and work-life balance. ## Why Join Clean Digital We believe in creating an environment where talented individuals can thrive professionally while maintaining a healthy work-life balance. Here's what we offer: ### Hybrid Working We believe in giving you the flexibility to work where you're most productive. Our hybrid working model combines the best of both worlds: collaboration and culture at the office, focus and flexibility at home. We provide the tools and setup you need to succeed in both environments. #### Key Benefits: - Flexible work schedule - Home office equipment allowance - Collaborative office space #### By the Numbers: 3:2 Typical remote vs. office days ## Current Openings If you share our passion for PPC, take a look at our current vacancies to see if there's a position for you. ### No open roles right now We update this page as soon as new positions go live. In the meantime, send us a speculative application and we’ll reach out when the right role appears. ### Dream Job? If none of our current opportunities fit with your experience, chat to us to see what else we might have. We're always open to working with new people who share our passion for PPC. [Submit Speculative Application](https://cleandigital.co.uk/contact) ## Application Process We've designed a straightforward application process that helps us identify great talent while giving you insight into our company culture and the role. ### Submit Your Application Apply directly through Workable or submit a speculative application if your dream role isn't listed. ### Initial Conversation We'll reach out for a casual chat about your experience, interests, and what you're looking for in your next role. ### Meet the Team You'll meet with the team you'd be working with to discuss your experience and get a feel for the culture. ### Welcome Aboard If we both feel it's a good match, we'll make you an offer and help you transition smoothly into your new role. ### Want to learn more about what we do first? Discover our PPC expertise before applying. Explore our services and see why we're recognised leaders in the digital marketing space. [Learn about our PPC services](https://cleandigital.co.uk/paid-search) ```json [ { "@context": "https://schema.org", "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk", "logo": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png", "description": "Employee-owned digital marketing agency specialising in paid search and PPC campaigns.", "address": { "@type": "PostalAddress", "streetAddress": "84 Commercial Street", "addressLocality": "Edinburgh", "postalCode": "EH6 6LX", "addressCountry": "UK" }, "contactPoint": { "@type": "ContactPoint", "telephone": "0131 476 3147", "email": "hello@cleandigital.co.uk", "contactType": "Customer Support" }, "sameAs": [ "https://www.linkedin.com/company/clean-digital/", "https://twitter.com/CleanDigitalUK" ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/careers#webpage", "url": "https://cleandigital.co.uk/careers", "name": "Careers at Clean Digital | Join Our Team | Employee-Owned Agency", "description": "Join our employee-owned PPC agency. Explore career opportunities at Clean Digital and work on paid media campaigns with an experienced Edinburgh team.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ] ``` --- Source URL: https://cleandigital.co.uk/case-studies Markdown URL: https://cleandigital.co.uk/case-studies/index.md --- title: "PPC & Paid Media Case Studies | Real Client Results | Clean Digital" description: "PPC case studies showing how Clean Digital grows revenue, enrolments and bookings through paid search, paid social, programmatic and analytics for UK organisations." canonical: "https://cleandigital.co.uk/case-studies" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # PPC & Paid Media Case Studies | Real Client Results ```json { "@context": "https://schema.org", "@graph": [ { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Case Studies", "item": "https://cleandigital.co.uk/case-studies" } ] }, { "@type": "CollectionPage", "name": "PPC & Paid Media Case Studies", "description": "PPC case studies showing how Clean Digital grows revenue, enrolments and bookings through paid search, paid social, programmatic and analytics for UK organisations.", "url": "https://cleandigital.co.uk/case-studies", "isPartOf": { "@type": "WebSite", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "mainEntity": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/case-studies/arden-university", "name": "Arden University: 127% YoY increase in PPC enrolments" }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/case-studies/dobbies-garden-centres", "name": "Dobbies Garden Centres: 14:1 ROAS across all paid channels" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/case-studies/rabbies", "name": "Rabbies: 236% YoY increase in booking revenue" } ] } } ] } ``` --- Source URL: https://cleandigital.co.uk/case-studies/arden-university Markdown URL: https://cleandigital.co.uk/case-studies/arden-university/index.md --- title: "Arden University PPC Case Study | Clean Digital" description: "See how Clean Digital helped Arden University achieve 127% YoY increase in PPC enrolments through paid search, paid social and conversion measurement." canonical: "https://cleandigital.co.uk/case-studies/arden-university" image: "https://cleandigital.co.uk/images/case-studies/arden-university/preview-arden-university-clean-digital.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Arden University 127% YoY increase in PPC enrolments [Get results like these](https://cleandigital.co.uk/contact) [All case studies](https://cleandigital.co.uk/case-studies) Channels [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) [ Meet the team](https://cleandigital.co.uk/about)  ## Our impact 127% YoY increase in PPC enrolments 28% YoY increase in lead quality 5.2x Return On Ad Spend (ROAS) ## The client Arden University is the fastest growing online university in the UK, specialising in flexible, accessible, and career-focused online and blended learning programmes. Arden offers courses in a wide range of subject areas including degrees in Business, Computing, Healthcare, Psychology and Law at under- & postgraduate level. These courses can be taken full-time or part-time, either completely online or via blended learning at one of its study centres in London, Manchester, Birmingham, Leeds, or Berlin. Sector Higher Education What we managed [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) ## The work ## The challenge - Increase direct enrolments for Arden using [PPC](https://cleandigital.co.uk/paid-search) as a core acquisition channel - Improve lead quality, thereby increasing the lead-to-application-to-enrolment conversion rate - Integrate course enrolments with [PPC](https://cleandigital.co.uk/paid-search) channels to enable optimisation at all levels of the funnel - Deep-dive into user intent at each stage of the funnel to fully understand the target audience and at which stage users are fully converting ## Our approach - Narrowed down user personas - Utilised [paid search & display](https://cleandigital.co.uk/paid-search) to support key stages - Determined bidding strategy - Implemented [conversion value bidding](https://cleandigital.co.uk/data-and-analytics) - Assessed user likelihood to convert to enrolment - Continual analysis of complex queries to adapt strategy ## What we delivered Indexed performance prior year = 100 Prior year With Clean Digital Each metric is indexed to the prior year (100), so a bar at 227 is a 127% year-on-year increase. Figures are tracked through conversion tracking and GA4. - The [PPC](https://cleandigital.co.uk/paid-search) application target was exceeded by **25%** in FY22. - Contributed towards all channels hitting application targets. - Our [value-based bidding](https://cleandigital.co.uk/data-and-analytics) has shown a **127%** increase in [Google Ads](https://cleandigital.co.uk/google-ads-agency) query-tracked enrolments. - Arden is now the fastest growing university in the UK, helped by a comprehensive and data-led advertising presence across [PPC](https://cleandigital.co.uk/paid-search) platforms. ## The creative ## What we ran 0 1 Demand capture ### Paid search & PPC Catch high-intent demand profitably [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) [Demand Gen campaign management](https://cleandigital.co.uk/demand-gen-agency) [YouTube Ads management](https://cleandigital.co.uk/youtube-ads-agency) [Shopping feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) [Comparison Shopping Service (CSS)](https://cleandigital.co.uk/comparison-shopping-service) Google Ads and Microsoft Ads, run so the budget follows the searches that produce revenue. Depending on the account, that can mean tightening search-term control, separating brand from non-brand, fixing conversion tracking, or governing Shopping and Performance Max, the account work that often decides whether paid search pays back. Platforms & scope Shopping · Performance Max · Conversion tracking 0 2 Demand creation ### Paid social Creative that keeps producing demand [Paid social management](https://cleandigital.co.uk/paid-social) [LinkedIn lead generation](https://cleandigital.co.uk/linkedin-lead-generation) Meta, Instagram, TikTok and LinkedIn, often run on a standing creative testing system. Where it helps, we feed lead quality and revenue back into the platforms, so budget can move to the audiences and ads that bring in customers and the reporting holds up with your sales team. Platforms & scope Creative testing 0 3 Reach & retargeting ### Programmatic advertising Reach tied to measurable demand [Programmatic advertising](https://cleandigital.co.uk/programmatic) Display, native, video, audio, CTV and DOOH bought through StackAdapt, with the audience quality, inventory control and frequency caps that aim to keep budget out of junk placements and connect reach to assisted demand, retargeting and downstream behaviour. Platforms & scope Display · Native · Video · CTV · DOOH · Retargeting 0 4 Measurement ### Data & analytics Numbers your bidding and reporting can trust [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) GA4, Google Tag Manager and offline conversion imports, built to make the numbers your bidding and reporting rely on accurate. Often value-based bidding, attribution and dashboards scoped to the decisions you make each month. Platforms & scope Conversion values · Attribution · Dashboards ## More results [ Retail & Garden 14:1 Delivered a 14:1 ROAS for the "Spring It On" campaign Dobbies Garden Centres Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ Travel & Tourism 236% 236% increase in booking revenue Rabbies Read the case study](https://cleandigital.co.uk/case-studies/rabbies) ## Common questions What did Clean Digital do for Arden University? We managed [Paid Search](https://cleandigital.co.uk/paid-search), [Paid Social](https://cleandigital.co.uk/paid-social), [Data & Analytics](https://cleandigital.co.uk/data-and-analytics), [Programmatic](https://cleandigital.co.uk/programmatic) as one paid media account for Arden University, focused on the work that drives revenue rather than vanity metrics. The headline outcome was **127%** YoY increase in [PPC](https://cleandigital.co.uk/paid-search) enrolments. How are the results measured? Performance is indexed against the prior year (prior year = 100) and tracked through [conversion tracking](https://cleandigital.co.uk/data-and-analytics) and [GA4](https://cleandigital.co.uk/data-and-analytics), so the figures reflect outcomes the bidding and your reporting can rely on. What is value-based bidding? [Value-based bidding](https://cleandigital.co.uk/data-and-analytics) feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account. How long does paid media take to show results? Quick wins from cutting wasted spend and fixing [conversion tracking](https://cleandigital.co.uk/data-and-analytics) often show within weeks, while compounding gains from [value-based bidding](https://cleandigital.co.uk/data-and-analytics) and creative testing build over the following months. Can you get results like Arden University's for our account? Most likely, if your paid media spend is material. A senior specialist will review your [Google Ads](https://cleandigital.co.uk/google-ads-agency) and [paid social](https://cleandigital.co.uk/paid-social) accounts and show you where the same gains are hiding, with a free, no-obligation account review. ```json [ { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Case studies", "item": "https://cleandigital.co.uk/case-studies" }, { "@type": "ListItem", "position": 3, "name": "Arden University", "item": "https://cleandigital.co.uk/case-studies/arden-university" } ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/case-studies/arden-university", "url": "https://cleandigital.co.uk/case-studies/arden-university", "name": "Arden University: 127% Growth in PPC Enrolments and 28% Higher Lead Quality", "description": "See how Clean Digital helped Arden University achieve 127% YoY increase in PPC enrolments through paid search, paid social and conversion measurement.", "primaryImageOfPage": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/case-studies/arden-university/preview-arden-university-clean-digital.webp" }, "about": "Arden University", "publisher": { "@type": "Organization", "name": "Clean Digital", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What did Clean Digital do for Arden University?", "acceptedAnswer": { "@type": "Answer", "text": "We managed Paid Search, Paid Social, Data & Analytics, Programmatic as one paid media account for Arden University, focused on the work that drives revenue rather than vanity metrics. The headline outcome was 127% YoY increase in PPC enrolments." } }, { "@type": "Question", "name": "How are the results measured?", "acceptedAnswer": { "@type": "Answer", "text": "Performance is indexed against the prior year (prior year = 100) and tracked through conversion tracking and GA4, so the figures reflect outcomes the bidding and your reporting can rely on." } }, { "@type": "Question", "name": "What is value-based bidding?", "acceptedAnswer": { "@type": "Answer", "text": "Value-based bidding feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account." } }, { "@type": "Question", "name": "How long does paid media take to show results?", "acceptedAnswer": { "@type": "Answer", "text": "Quick wins from cutting wasted spend and fixing conversion tracking often show within weeks, while compounding gains from value-based bidding and creative testing build over the following months." } }, { "@type": "Question", "name": "Can you get results like Arden University's for our account?", "acceptedAnswer": { "@type": "Answer", "text": "Most likely, if your paid media spend is material. A senior specialist will review your Google Ads and paid social accounts and show you where the same gains are hiding, with a free, no-obligation account review." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/case-studies/dobbies-garden-centres Markdown URL: https://cleandigital.co.uk/case-studies/dobbies-garden-centres/index.md --- title: "Dobbies Garden Centres PPC Case Study | Clean Digital" description: "See how Clean Digital helped Dobbies Garden Centres achieve a 14:1 ROAS for the \"Spring It On\" campaign through paid search, paid social and conversion measurement." canonical: "https://cleandigital.co.uk/case-studies/dobbies-garden-centres" image: "https://cleandigital.co.uk/images/case-studies/dobbies/preview-dobbies-garden-centres-clean-digital.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Dobbies Garden Centres Delivered a 14:1 ROAS for the "Spring It On" campaign [Get results like these](https://cleandigital.co.uk/contact) [All case studies](https://cleandigital.co.uk/case-studies) Channels [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) [ Meet the team](https://cleandigital.co.uk/about)  ## Our impact 14:1 ROAS across all paid channels 176% YoY increase in sales through PPC 25% Of online purchases from a last-click paid touch point ## The client Dobbies Garden Centres is a well-known British chain of garden centres, established in 1865 by James Dobbie in Renfrewshire, Scotland. The company offers a wide range of gardening products, plants, furniture, and gifts, as well as expert advice and services to garden enthusiasts across the UK. Over the years, Dobbies has expanded significantly and now operates over 70 stores nationwide, making it one of the largest garden centre retailers in the country. Sector Retail & Garden What we managed [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) ## The work ## The challenge - Maximise footfall across their portfolio of 70+ UK stores. - Maximise online sales across key product lines, including gardening, plants & outdoor living. - Increase brand awareness to position Dobbies as a digital leader. ## Our approach - Narrowed down user personas - Utilised [paid search](https://cleandigital.co.uk/paid-search) & social to support at key stages - Geotargeted stores approach - Factored in store sales & availability into strategy - Leveraged over 50 different audiences - Continual optimisation to ensure every £1 was spent as efficiently as possible ## What we delivered Indexed performance prior year = 100 Prior year With Clean Digital Each metric is indexed to the prior year (100), so a bar at 227 is a 127% year-on-year increase. Figures are tracked through conversion tracking and GA4. - Online revenue reached all-time weekly highs, with significant YoY increases well beyond our original targets. - **25%** of online purchases were from a last-click paid touch point, with 1 in 2 purchases including a paid touch point. - Dobbies outpaced other retailers such as Marks & Spencer & John Lewis in terms of like-for-like social platform follower growth. - **14:1** Return on ad spend: the revenue generated for every £1 of media spend. achieved across all paid channels, resulting in **176%** paid revenue growth YoY. ## The creative ## What we ran 0 1 Demand capture ### Paid search & PPC Catch high-intent demand profitably [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) [Demand Gen campaign management](https://cleandigital.co.uk/demand-gen-agency) [YouTube Ads management](https://cleandigital.co.uk/youtube-ads-agency) [Shopping feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) [Comparison Shopping Service (CSS)](https://cleandigital.co.uk/comparison-shopping-service) Google Ads and Microsoft Ads, run so the budget follows the searches that produce revenue. Depending on the account, that can mean tightening search-term control, separating brand from non-brand, fixing conversion tracking, or governing Shopping and Performance Max, the account work that often decides whether paid search pays back. Platforms & scope Shopping · Performance Max · Conversion tracking 0 2 Demand creation ### Paid social Creative that keeps producing demand [Paid social management](https://cleandigital.co.uk/paid-social) [LinkedIn lead generation](https://cleandigital.co.uk/linkedin-lead-generation) Meta, Instagram, TikTok and LinkedIn, often run on a standing creative testing system. Where it helps, we feed lead quality and revenue back into the platforms, so budget can move to the audiences and ads that bring in customers and the reporting holds up with your sales team. Platforms & scope Creative testing 0 3 Measurement ### Data & analytics Numbers your bidding and reporting can trust [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) GA4, Google Tag Manager and offline conversion imports, built to make the numbers your bidding and reporting rely on accurate. Often value-based bidding, attribution and dashboards scoped to the decisions you make each month. Platforms & scope Conversion values · Attribution · Dashboards ## More results [ Higher Education 127% 127% YoY increase in PPC enrolments Arden University Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ Travel & Tourism 236% 236% increase in booking revenue Rabbies Read the case study](https://cleandigital.co.uk/case-studies/rabbies) ## Common questions What did Clean Digital do for Dobbies Garden Centres? We managed [Paid Search](https://cleandigital.co.uk/paid-search), [Paid Social](https://cleandigital.co.uk/paid-social), [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) as one paid media account for Dobbies Garden Centres, focused on the work that drives revenue rather than vanity metrics. The headline outcome was delivered a **14:1** Return on ad spend: the revenue generated for every £1 of media spend. for the "Spring It On" campaign. How are the results measured? Performance is indexed against the prior year (prior year = 100) and tracked through [conversion tracking](https://cleandigital.co.uk/data-and-analytics) and [GA4](https://cleandigital.co.uk/data-and-analytics), so the figures reflect outcomes the bidding and your reporting can rely on. What is value-based bidding? [Value-based bidding](https://cleandigital.co.uk/data-and-analytics) feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account. How long does paid media take to show results? Quick wins from cutting wasted spend and fixing [conversion tracking](https://cleandigital.co.uk/data-and-analytics) often show within weeks, while compounding gains from [value-based bidding](https://cleandigital.co.uk/data-and-analytics) and creative testing build over the following months. Can you get results like Dobbies Garden Centres's for our account? Most likely, if your paid media spend is material. A senior specialist will review your [Google Ads](https://cleandigital.co.uk/google-ads-agency) and [paid social](https://cleandigital.co.uk/paid-social) accounts and show you where the same gains are hiding, with a free, no-obligation account review. ```json [ { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Case studies", "item": "https://cleandigital.co.uk/case-studies" }, { "@type": "ListItem", "position": 3, "name": "Dobbies Garden Centres", "item": "https://cleandigital.co.uk/case-studies/dobbies-garden-centres" } ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/case-studies/dobbies-garden-centres", "url": "https://cleandigital.co.uk/case-studies/dobbies-garden-centres", "name": "Dobbies Garden Centres: 14:1 ROAS and 176% YoY PPC Sales Growth", "description": "See how Clean Digital helped Dobbies Garden Centres achieve a 14:1 ROAS for the \"Spring It On\" campaign through paid search, paid social and conversion measurement.", "primaryImageOfPage": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/case-studies/dobbies/preview-dobbies-garden-centres-clean-digital.webp" }, "about": "Dobbies Garden Centres", "publisher": { "@type": "Organization", "name": "Clean Digital", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What did Clean Digital do for Dobbies Garden Centres?", "acceptedAnswer": { "@type": "Answer", "text": "We managed Paid Search, Paid Social, Data & Analytics as one paid media account for Dobbies Garden Centres, focused on the work that drives revenue rather than vanity metrics. The headline outcome was delivered a 14:1 ROAS for the \"Spring It On\" campaign." } }, { "@type": "Question", "name": "How are the results measured?", "acceptedAnswer": { "@type": "Answer", "text": "Performance is indexed against the prior year (prior year = 100) and tracked through conversion tracking and GA4, so the figures reflect outcomes the bidding and your reporting can rely on." } }, { "@type": "Question", "name": "What is value-based bidding?", "acceptedAnswer": { "@type": "Answer", "text": "Value-based bidding feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account." } }, { "@type": "Question", "name": "How long does paid media take to show results?", "acceptedAnswer": { "@type": "Answer", "text": "Quick wins from cutting wasted spend and fixing conversion tracking often show within weeks, while compounding gains from value-based bidding and creative testing build over the following months." } }, { "@type": "Question", "name": "Can you get results like Dobbies Garden Centres's for our account?", "acceptedAnswer": { "@type": "Answer", "text": "Most likely, if your paid media spend is material. A senior specialist will review your Google Ads and paid social accounts and show you where the same gains are hiding, with a free, no-obligation account review." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/case-studies/rabbies Markdown URL: https://cleandigital.co.uk/case-studies/rabbies/index.md --- title: "Rabbies PPC Case Study | Clean Digital" description: "See how Clean Digital helped Rabbies achieve 236% increase in booking revenue through paid search, paid social and conversion measurement." canonical: "https://cleandigital.co.uk/case-studies/rabbies" image: "https://cleandigital.co.uk/images/case-studies/rabbies/preview-rabbies-clean-digital.webp" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Rabbies 236% increase in booking revenue [Get results like these](https://cleandigital.co.uk/contact) [All case studies](https://cleandigital.co.uk/case-studies) Channels [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) [ Meet the team](https://cleandigital.co.uk/about)  ## Our impact 109% YoY increase in tour bookings 236% YoY increase in booking revenue 17% Higher YoY spend across PPC channels ## The client Rabbie's Tour Group is a highly acclaimed travel company based in Edinburgh, Scotland. They specialise in small group tours throughout the United Kingdom, Ireland and Europe, offering intimate and personalised experiences. Rabbie's Tour Group prides itself on its sustainable tourism practices. Their breadth of tours includes everything from day trips to extended journeys, exploring historical sites, stunning landscapes, and cultural hotspots. The tours are guided by expert guides who bring each location to life with their knowledge and passion. Sector Travel & Tourism What we managed [Paid Search](https://cleandigital.co.uk/paid-search) · [Paid Social](https://cleandigital.co.uk/paid-social) · [Data & Analytics](https://cleandigital.co.uk/data-and-analytics) · [Programmatic](https://cleandigital.co.uk/programmatic) ## The work ## The challenge - Increase [PPC](https://cleandigital.co.uk/paid-search) tour bookings & revenue for Rabbie's with a slightly higher yearly budget - Improve account efficiency to maximise the return-on-advertising spend of every pound spent across the various markets - Layer in Brand Awareness via [Paid Social](https://cleandigital.co.uk/paid-social) and [Programmatic](https://cleandigital.co.uk/programmatic) activity to support Paid and Non-Paid growth - Develop presence within the United States for Rabbie's to achieve a foothold in the North American market ## Our approach - Full account restructures - Utilised [paid search](https://cleandigital.co.uk/paid-search) /social & [programmatic](https://cleandigital.co.uk/programmatic) to support the online funnel - Implemented A Smart Bidding strategy that aims for a set cost per conversion (target CPA). - Leveraged activity within UK and emerging US market - Assessed key tour departure points to maximise market presence - Continual analysis & optimisations of strong converting/AoV Tour Bookings ## What we delivered Indexed performance prior year = 100 Prior year With Clean Digital Each metric is indexed to the prior year (100), so a bar at 227 is a 127% year-on-year increase. Figures are tracked through conversion tracking and GA4. - [PPC](https://cleandigital.co.uk/paid-search) revenue increased by an additional **109%** YoY. - Our Target cost per acquisition: bidding to hit a set average cost per conversion. bidding contributed towards generating a **236%** increase in [Google Ads](https://cleandigital.co.uk/google-ads-agency) tracked revenue. - All achieved from just a **17%** higher YoY spend across the [PPC](https://cleandigital.co.uk/paid-search) channels. - Rabbie's has bolstered its position as one of Scotland's top tour operators by significant YoY expansion across all online sectors, namely [PPC](https://cleandigital.co.uk/paid-search). This, coupled with a more consolidated restructure, enabled Rabbie's to secure the additional tour bookings & revenue so far in 2023. ## The creative ## What we ran 0 1 Demand capture ### Paid search & PPC Catch high-intent demand profitably [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) [Demand Gen campaign management](https://cleandigital.co.uk/demand-gen-agency) [YouTube Ads management](https://cleandigital.co.uk/youtube-ads-agency) [Shopping feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) [Comparison Shopping Service (CSS)](https://cleandigital.co.uk/comparison-shopping-service) Google Ads and Microsoft Ads, run so the budget follows the searches that produce revenue. Depending on the account, that can mean tightening search-term control, separating brand from non-brand, fixing conversion tracking, or governing Shopping and Performance Max, the account work that often decides whether paid search pays back. Platforms & scope Shopping · Performance Max · Conversion tracking 0 2 Demand creation ### Paid social Creative that keeps producing demand [Paid social management](https://cleandigital.co.uk/paid-social) [LinkedIn lead generation](https://cleandigital.co.uk/linkedin-lead-generation) Meta, Instagram, TikTok and LinkedIn, often run on a standing creative testing system. Where it helps, we feed lead quality and revenue back into the platforms, so budget can move to the audiences and ads that bring in customers and the reporting holds up with your sales team. Platforms & scope Creative testing 0 3 Reach & retargeting ### Programmatic advertising Reach tied to measurable demand [Programmatic advertising](https://cleandigital.co.uk/programmatic) Display, native, video, audio, CTV and DOOH bought through StackAdapt, with the audience quality, inventory control and frequency caps that aim to keep budget out of junk placements and connect reach to assisted demand, retargeting and downstream behaviour. Platforms & scope Display · Native · Video · CTV · DOOH · Retargeting 0 4 Measurement ### Data & analytics Numbers your bidding and reporting can trust [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) GA4, Google Tag Manager and offline conversion imports, built to make the numbers your bidding and reporting rely on accurate. Often value-based bidding, attribution and dashboards scoped to the decisions you make each month. Platforms & scope Conversion values · Attribution · Dashboards ## More results [ Higher Education 127% 127% YoY increase in PPC enrolments Arden University Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ Retail & Garden 14:1 Delivered a 14:1 ROAS for the "Spring It On" campaign Dobbies Garden Centres Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) ## Common questions What did Clean Digital do for Rabbies? We managed [Paid Search](https://cleandigital.co.uk/paid-search), [Paid Social](https://cleandigital.co.uk/paid-social), [Data & Analytics](https://cleandigital.co.uk/data-and-analytics), [Programmatic](https://cleandigital.co.uk/programmatic) as one paid media account for Rabbies, focused on the work that drives revenue rather than vanity metrics. The headline outcome was **236%** increase in booking revenue. How are the results measured? Performance is indexed against the prior year (prior year = 100) and tracked through [conversion tracking](https://cleandigital.co.uk/data-and-analytics) and [GA4](https://cleandigital.co.uk/data-and-analytics), so the figures reflect outcomes the bidding and your reporting can rely on. What is value-based bidding? [Value-based bidding](https://cleandigital.co.uk/data-and-analytics) feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account. How long does paid media take to show results? Quick wins from cutting wasted spend and fixing [conversion tracking](https://cleandigital.co.uk/data-and-analytics) often show within weeks, while compounding gains from [value-based bidding](https://cleandigital.co.uk/data-and-analytics) and creative testing build over the following months. Can you get results like Rabbies's for our account? Most likely, if your paid media spend is material. A senior specialist will review your [Google Ads](https://cleandigital.co.uk/google-ads-agency) and [paid social](https://cleandigital.co.uk/paid-social) accounts and show you where the same gains are hiding, with a free, no-obligation account review. ```json [ { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Case studies", "item": "https://cleandigital.co.uk/case-studies" }, { "@type": "ListItem", "position": 3, "name": "Rabbies", "item": "https://cleandigital.co.uk/case-studies/rabbies" } ] }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/case-studies/rabbies", "url": "https://cleandigital.co.uk/case-studies/rabbies", "name": "Rabbies Tours", "description": "See how Clean Digital helped Rabbies achieve 236% increase in booking revenue through paid search, paid social and conversion measurement.", "primaryImageOfPage": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/case-studies/rabbies/preview-rabbies-clean-digital.webp" }, "about": "Rabbies", "publisher": { "@type": "Organization", "name": "Clean Digital", "logo": { "@type": "ImageObject", "url": "https://cleandigital.co.uk/images/logos/clean-digital/clean-digital-ppc-logo-black-transparent.png" } } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What did Clean Digital do for Rabbies?", "acceptedAnswer": { "@type": "Answer", "text": "We managed Paid Search, Paid Social, Data & Analytics, Programmatic as one paid media account for Rabbies, focused on the work that drives revenue rather than vanity metrics. The headline outcome was 236% increase in booking revenue." } }, { "@type": "Question", "name": "How are the results measured?", "acceptedAnswer": { "@type": "Answer", "text": "Performance is indexed against the prior year (prior year = 100) and tracked through conversion tracking and GA4, so the figures reflect outcomes the bidding and your reporting can rely on." } }, { "@type": "Question", "name": "What is value-based bidding?", "acceptedAnswer": { "@type": "Answer", "text": "Value-based bidding feeds the real value of each conversion back into the platforms, so budget moves toward the conversions worth the most rather than simply the cheapest. It is core to how we scaled this account." } }, { "@type": "Question", "name": "How long does paid media take to show results?", "acceptedAnswer": { "@type": "Answer", "text": "Quick wins from cutting wasted spend and fixing conversion tracking often show within weeks, while compounding gains from value-based bidding and creative testing build over the following months." } }, { "@type": "Question", "name": "Can you get results like Rabbies's for our account?", "acceptedAnswer": { "@type": "Answer", "text": "Most likely, if your paid media spend is material. A senior specialist will review your Google Ads and paid social accounts and show you where the same gains are hiding, with a free, no-obligation account review." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/comparison-shopping-service Markdown URL: https://cleandigital.co.uk/comparison-shopping-service/index.md --- title: "Comparison Shopping Service | Gander by Clean Digital" description: "Switch Google Shopping campaigns to Gander, Clean Digital's Comparison Shopping Service. Keep your existing account and review pricing, eligibility and setup." canonical: "https://cleandigital.co.uk/comparison-shopping-service" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Gander by Clean Digital # Clean Digital's Comparison Shopping Service for Google Shopping Gander is Clean Digital's Comparison Shopping Service. We review your Merchant Center and Google Ads setup, confirm whether the service is suitable, and set out the expected commercial impact before any switch. [Visit Gander](https://haveagander.co.uk/) Review the setup process Account review ## Check eligibility before changing the account The review confirms whether Gander fits the account and records the current fees, implementation requirements and support terms. - Merchant Center status and feed readiness - Active Shopping markets and account structure - Expected commercial impact and current terms ## How a Comparison Shopping Service fits Google Shopping A CSS provides the comparison-shopping route used by eligible Shopping ads. Gander is the CSS owned by Clean Digital. The account review separates the potential auction benefit from the work needed in Merchant Center, the product feed and campaign structure. If the account also needs campaign or feed work, our [Google Shopping management](https://cleandigital.co.uk/google-shopping-management) service covers campaign structure, while [Merchant Center management](https://cleandigital.co.uk/merchant-center-management) and [shopping feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) cover eligibility and product data. ### CSS auction economics For eligible accounts, running Shopping through a Comparison Shopping Service can reduce the effective cost of Shopping traffic. The result depends on the account, bidding setup and current Google terms. ### Existing account review We check the current Google Ads and Merchant Center setup before recommending a switch. The implementation plan records the changes required and how serving will be verified. ### Gander service terms Eligibility, current fees, supported markets, implementation timing and support scope are confirmed for the account before setup begins. [See how CSS fits wider ecommerce PPC management](https://cleandigital.co.uk/ecommerce-ppc) ## How a Gander account review works The review establishes the account facts first. No change is made until eligibility, terms and implementation requirements have been agreed. 01 ### Review the account Share the current Shopping setup, target markets and approximate monthly spend. We check Merchant Center status, feed readiness and campaign structure. 02 ### Confirm eligibility and terms We confirm whether Gander is suitable, the expected commercial impact, current fees, support scope and the account changes required. 03 ### Implement and verify After approval, we make the agreed change and check that the Shopping campaigns continue to serve as expected. [Review Gander](https://haveagander.co.uk/) ## What you receive before deciding The decision should be based on the account, the current Gander terms and the expected net impact after fees. ### Account-specific cost assessment We estimate the potential CSS effect from the account setup and current Shopping spend. The estimate is recorded as a forecast rather than a guaranteed saving. ### Implementation plan The plan records the Merchant Center and Google Ads changes required, who owns each step and how campaign serving will be checked after implementation. ### Current commercial terms Fees, contract terms, supported markets, implementation timing and support scope are confirmed before the account proceeds. ## What is checked before a CSS switch The change register gives the account owner a clear record of the current setup, the approved changes and the checks required after implementation. | Account area | Before implementation | After approval | | --- | --- | --- | | CSS route | The review records the current Shopping route and confirms whether the account is eligible for Gander. | The agreed CSS change is implemented and checked against the approved account plan. | | Google Ads campaigns | Campaign structure, bidding and conversion tracking are checked for dependencies before implementation. | Any campaign changes are made only when they are part of the agreed plan. Serving is checked afterwards. | | Merchant Center and feed | Account status, target markets, feed source and Google Ads links are reviewed for readiness. | Required account and feed changes are documented, assigned and verified. | | Commercial terms | Current fees, support scope, contract terms and implementation timing are supplied for review. | The account proceeds on the agreed terms, with no reliance on a generic saving or timing claim. | ## Market and account eligibility CSS availability and terms can vary by country and account setup. The Gander review confirms the current position for the markets where you advertise. [Check the Gander service](https://haveagander.co.uk/) ### Countries of sale We confirm current Gander availability for every country in scope. Coverage is checked against the account rather than inferred from an old market list. ### Merchant Center readiness Account status, website claim, feed source, product eligibility and Google Ads links are reviewed before a CSS change is scheduled. ### Commercial fit Shopping spend and the current Gander fee are considered together so the recommendation is based on expected net impact. ### Implementation requirements The review identifies required access, account changes, owners and verification checks before a date is agreed. ## Current Gander pricing and terms Request the current commercial terms for your account. We confirm the fee, contract term, support scope and any eligibility requirements before setup. [Review Gander terms](https://haveagander.co.uk/) [Ask Clean Digital](https://cleandigital.co.uk/contact) ### Terms supplied before setup - Current service fee and contract term - Supported markets for the account - Implementation requirements and timing - Support channels and service scope - Expected net impact after the service fee ## Frequently Asked Questions Account, pricing and eligibility questions about Gander, Clean Digital's Comparison Shopping Service. What is a Comparison Shopping Service (CSS)? A Comparison Shopping Service provides a route for eligible retailers to place Shopping ads. Suitability depends on the countries of sale, Merchant Center setup and current Google requirements. What is Gander? Gander is Clean Digital's Comparison Shopping Service for ecommerce advertisers using Google Shopping. Haveagander.co.uk is the dedicated Gander service website. Will Gander reduce Google Shopping CPCs by 20%? A Comparison Shopping Service can affect the effective cost of Shopping traffic, and the potential effect is often described as up to 20%. It is not a guaranteed CPC reduction. We provide an account-specific estimate based on the setup, Shopping spend, current Google terms and the Gander fee. What happens to my existing Shopping campaigns? We review the current Google Ads and Merchant Center setup before any change. The implementation plan records what will change, how campaign history is handled and how serving will be checked afterwards. Which markets does Gander support? We confirm current Gander coverage for every country in scope during the account review. This avoids relying on an old market list when eligibility or service terms may have changed. How long does Gander setup take? Timing depends on account readiness and the markets involved. We provide an implementation date after reviewing Merchant Center, feed and Google Ads requirements. What does Gander cost and what support is included? The current fee, contract term, support channels and support hours are supplied with the account review before you proceed. ## Check whether Gander fits your Shopping account Share the markets you advertise in, your approximate monthly Shopping spend and the current Merchant Center setup. We will confirm whether Gander is suitable and provide the current commercial terms. [Visit Gander](https://haveagander.co.uk/) [Ask Clean Digital](https://cleandigital.co.uk/contact) ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/comparison-shopping-service#service", "name": "Gander Comparison Shopping Service", "url": "https://cleandigital.co.uk/comparison-shopping-service", "description": "Switch Google Shopping campaigns to Gander, Clean Digital's Comparison Shopping Service. Keep your existing account and review pricing, eligibility and setup.", "serviceType": [ "Comparison Shopping Service", "Google Shopping CSS", "CSS partner service" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/comparison-shopping-service#webpage" }, "alternateName": "Gander CSS", "brand": { "@type": "Brand", "name": "Gander", "url": "https://haveagander.co.uk/" }, "sameAs": "https://haveagander.co.uk/" }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/comparison-shopping-service#webpage", "url": "https://cleandigital.co.uk/comparison-shopping-service", "name": "Comparison Shopping Service | Gander by Clean Digital", "description": "Switch Google Shopping campaigns to Gander, Clean Digital's Comparison Shopping Service. Keep your existing account and review pricing, eligibility and setup.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/comparison-shopping-service#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/comparison-shopping-service#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/comparison-shopping-service#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://cleandigital.co.uk/services" }, { "@type": "ListItem", "position": 3, "name": "Comparison Shopping Service", "item": "https://cleandigital.co.uk/comparison-shopping-service" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/contact Markdown URL: https://cleandigital.co.uk/contact/index.md --- title: "Contact Us | Clean Digital" description: "Get in touch with Clean Digital to discuss how our digital marketing experts can help grow your business." canonical: "https://cleandigital.co.uk/contact" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Get in Touch Have questions about our services? We'd love to hear from you. ## Send Us a Message Fill out the form below, and we'll get back to you within 24 hours. ### Contact Information Reach out to us through any of these channels: #### Email [hello@cleandigital.co.uk](mailto:hello@cleandigital.co.uk) #### Phone [0131 476 3147](tel:01314763147) #### Location 84 Commercial Street Edinburgh, EH6 6LX United Kingdom Office Hours: Monday - Friday, 9:00 AM - 5:30 PM [Get Directions](https://maps.google.com/?q=Clean+Digital+Edinburgh) ### What happens after you contact us? 1 #### Confirmation You'll receive an email confirmation of your message. 2 #### Initial Review Our team will reach out for more information or to schedule a discovery call. 3 #### Strategic Discussion We'll create a customised strategy designed for your specific needs. ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/contact#webpage", "url": "https://cleandigital.co.uk/contact", "name": "Contact Us | Clean Digital", "description": "Get in touch with Clean Digital to discuss how our digital marketing experts can help grow your business.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/conversion-tracking Markdown URL: https://cleandigital.co.uk/conversion-tracking/index.md --- title: "PPC Conversion Tracking Services | Google Ads & GA4 | Clean Digital" description: "PPC conversion tracking for Google Ads and Microsoft Ads, including enhanced conversions, offline CRM imports, Consent Mode v2, call tracking and GA4 alignment." canonical: "https://cleandigital.co.uk/conversion-tracking" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # PPC conversion tracking & measurement Smart Bidding and reporting optimise toward whatever you measure, so the data has to be right. We set up deduplicated conversions, real values, offline imports and GA4 alignment, built with our [data and analytics team](https://cleandigital.co.uk/data-and-analytics), so your [Google Ads](https://cleandigital.co.uk/google-ads-agency) run on accurate numbers. For Microsoft accounts, we also configure [Microsoft UET and offline conversion tracking](https://cleandigital.co.uk/microsoft-ads-management). Get a free tracking review £160M+ in ad spend managed What a tracking audit changes Reported by the platform Every counted conversion, duplicates and junk included - Remove duplicates The same sale counted by two conversion actions - Remove junk Spam form fills and leads sales cannot use - Add off-site revenue Deals that closed in the CRM days after the click - Add real values Margin or deal size instead of one-size-fits-all counts Actual commercial outcomes The number Smart Bidding should learn from and reporting should defend Most plateaued accounts have a measurement problem hiding underneath the bidding. Duplicate conversion actions inflate the totals, leads and sales have no value attached, revenue that closes off-site is invisible, GA4 and Google Ads disagree, and consent gaps quietly delete attribution. Automated bidding then optimises confidently toward the wrong thing. Fixing measurement is usually the highest-return work in an account. ## How we set up PPC conversion tracking Conversion tracking is a pipeline, and it breaks at its weakest stage. This is the full path we build and maintain, and what each stage protects. ### The click GCLID capture and Consent Mode v2 Every ad click carries a Google Click ID. We capture it into forms and the CRM so the eventual sale can be traced back, and implement Consent Mode v2 so UK and EEA consent choices are respected without deleting your attribution. ### On the site Google tag, GTM and server-side tagging Conversion actions are audited and deduplicated so one sale counts once, with real values attached. Where browsers restrict tags, server-side tagging through GTM keeps measurement accurate rather than degrading quietly. ### Lost signal Enhanced conversions and call tracking Enhanced conversions use hashed first-party data, an email at enquiry or checkout, to recover conversions cookies now miss. Call tracking turns phone enquiries into measurable conversions instead of invisible ones. ### Off-site revenue Offline conversion imports from the CRM Leads that qualify, book or close days later are imported back against the original click. Bidding stops optimising for form fills and starts optimising for the leads that became revenue. ### Reconciliation GA4 and Google Ads alignment GA4 Key Events, Google Ads conversions and CRM totals are reconciled so the numbers agree, or the difference is explained. Budget decisions need one number everyone trusts. ## Six common conversion tracking problems All six are common, and each one changes how budget gets spent. A tracking audit checks your account against every row below. ### Duplicate conversions The same enquiry or sale is counted by two conversion actions, often a legacy tag plus a GA4 import. Cost: CPA looks better than it is, Smart Bidding learns from inflated data, and budget scales into a mirage. ### Weak primary conversions Page views, scroll events or soft micro-goals sit marked as primary conversions. Cost: Campaigns optimise toward cheap actions, so spend drifts to the traffic that performs the trivial action best. ### Off-site sales are invisible The platform sees the form fill but never learns which lead qualified, booked, enrolled or bought. Cost: Bidding treats a junk lead and a £50,000 deal as equals, and the reporting cannot connect spend to revenue. ### No values on conversions Every conversion counts as one, regardless of basket size, margin or deal value. Cost: Value-based bidding is impossible, so the account maximises volume where it should maximise revenue. ### Consent gaps delete data Consent Mode v2 is missing or misconfigured, so declined-consent clicks vanish from measurement entirely. Cost: Attribution develops holes, reported performance sinks below actual performance, and good campaigns get cut. ### Reports disagree Google Ads, GA4 and the CRM each count conversions differently: attribution windows, models and definitions all diverge. Cost: Every budget conversation starts with an argument about whose number is right instead of a decision. ## What we set up - Conversion action audit and deduplication - Real values and value-based bidding readiness - Offline conversion import for off-site sales - GCLID capture and CRM feedback loops - GA4 and Google Ads linking, Key Events, import - Enhanced conversions for web and leads - Consent Mode v2 for EEA compliance - Microsoft UET parity and server-side / GTM ## Results we actually manage [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Go deeper - [Store GCLIDs in a Google Sheet with GTM Capturing click IDs for offline conversion import.](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) - [From UA to GA4: changes you should know about What changed and what catches teams out.](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) - [Tracking forms without the thank-you page Measuring conversions when there is no confirmation page.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-tracking-forms-without-the-thank-you-page) - [Are micro conversions the most underused advantage in PPC? Feeding bidding when final conversions are sparse.](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) ## Related services & tools - [Data & analytics The team this is built with.](https://cleandigital.co.uk/data-and-analytics) - [Google Ads management Where the clean data is put to work.](https://cleandigital.co.uk/google-ads-agency) - [Search campaign management Smart Bidding on accurate inputs.](https://cleandigital.co.uk/search-campaign-management) - [Performance Max conversion tracking Automation needs trustworthy signals.](https://cleandigital.co.uk/performance-max-management) - [Paid search conversion tracking The wider PPC programme.](https://cleandigital.co.uk/paid-search) ## Common questions What teams ask about conversion tracking before they hand over an account. Why does my Google Ads conversion count differ from GA4? Almost always a setup difference: attribution models, conversion definitions, deduplication or consent handling. We link the platforms both ways, align Key Events and import, and resolve the discrepancies so both report on the same basis rather than leaving you guessing which to trust. What is offline conversion import and do I need it? It feeds the real outcome of a lead, qualified, booked or closed, back to Google Ads using the Google Click ID captured at enquiry. If your sales close off-site, you need it, otherwise Google optimises for form fills including the junk ones rather than revenue. Is Consent Mode v2 mandatory? For advertisers serving the UK and EEA, yes. Without the consent signals Consent Mode v2 sends, Google Ads cannot use the data and your attribution develops gaps. We implement it correctly so measurement stays compliant and Google can model recoverable conversions. What are enhanced conversions? A way to recover conversions that cookies alone now miss, using hashed first-party data you already collect, like an email at checkout or enquiry. Set up properly they improve the accuracy that automated bidding relies on, while respecting consent. How does better tracking improve performance if I do not change bids? Because Smart Bidding optimises toward whatever it measures. Deduplicated conversions, real values and recovered data change what the algorithm sees as good, so it reallocates spend toward genuinely valuable outcomes. The bidding strategy can stay the same while results improve. Do you handle measurement on Microsoft Ads too? Yes. We set up the Microsoft UET tag and conversion actions to parity with Google, including deduplication, values and offline imports, so each channel reports on the same basis and can be judged fairly. What is server-side tagging and do I need it? Server-side tagging routes measurement through a server container you control instead of relying only on browser tags, which ad blockers and browser privacy features increasingly restrict. Accounts with meaningful spend usually benefit: measurement gets more complete and more durable. We assess whether the gain justifies the setup for your account before recommending it. Can you track phone calls as conversions? Yes. Call tracking assigns trackable numbers so calls from ads are recorded as conversions, with duration or outcome rules to filter out wrong numbers and non-sales calls. For businesses that convert by phone, skipping this hides a large share of real conversions from bidding. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/conversion-tracking#service", "name": "PPC conversion tracking & measurement", "url": "https://cleandigital.co.uk/conversion-tracking", "description": "PPC conversion tracking for Google Ads and Microsoft Ads, including enhanced conversions, offline CRM imports, Consent Mode v2, call tracking and GA4 alignment.", "serviceType": [ "PPC conversion tracking", "Conversion tracking", "PPC measurement", "Google Ads conversion tracking setup" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/conversion-tracking#webpage" } }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/conversion-tracking#webpage", "url": "https://cleandigital.co.uk/conversion-tracking", "name": "PPC Conversion Tracking Services | Google Ads & GA4 | Clean Digital", "description": "PPC conversion tracking for Google Ads and Microsoft Ads, including enhanced conversions, offline CRM imports, Consent Mode v2, call tracking and GA4 alignment.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/conversion-tracking#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/conversion-tracking#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/conversion-tracking#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 3, "name": "Conversion tracking", "item": "https://cleandigital.co.uk/conversion-tracking" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Why does my Google Ads conversion count differ from GA4?", "acceptedAnswer": { "@type": "Answer", "text": "Almost always a setup difference: attribution models, conversion definitions, deduplication or consent handling. We link the platforms both ways, align Key Events and import, and resolve the discrepancies so both report on the same basis rather than leaving you guessing which to trust." } }, { "@type": "Question", "name": "What is offline conversion import and do I need it?", "acceptedAnswer": { "@type": "Answer", "text": "It feeds the real outcome of a lead, qualified, booked or closed, back to Google Ads using the Google Click ID captured at enquiry. If your sales close off-site, you need it, otherwise Google optimises for form fills including the junk ones rather than revenue." } }, { "@type": "Question", "name": "Is Consent Mode v2 mandatory?", "acceptedAnswer": { "@type": "Answer", "text": "For advertisers serving the UK and EEA, yes. Without the consent signals Consent Mode v2 sends, Google Ads cannot use the data and your attribution develops gaps. We implement it correctly so measurement stays compliant and Google can model recoverable conversions." } }, { "@type": "Question", "name": "What are enhanced conversions?", "acceptedAnswer": { "@type": "Answer", "text": "A way to recover conversions that cookies alone now miss, using hashed first-party data you already collect, like an email at checkout or enquiry. Set up properly they improve the accuracy that automated bidding relies on, while respecting consent." } }, { "@type": "Question", "name": "How does better tracking improve performance if I do not change bids?", "acceptedAnswer": { "@type": "Answer", "text": "Because Smart Bidding optimises toward whatever it measures. Deduplicated conversions, real values and recovered data change what the algorithm sees as good, so it reallocates spend toward genuinely valuable outcomes. The bidding strategy can stay the same while results improve." } }, { "@type": "Question", "name": "Do you handle measurement on Microsoft Ads too?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We set up the Microsoft UET tag and conversion actions to parity with Google, including deduplication, values and offline imports, so each channel reports on the same basis and can be judged fairly." } }, { "@type": "Question", "name": "What is server-side tagging and do I need it?", "acceptedAnswer": { "@type": "Answer", "text": "Server-side tagging routes measurement through a server container you control instead of relying only on browser tags, which ad blockers and browser privacy features increasingly restrict. Accounts with meaningful spend usually benefit: measurement gets more complete and more durable. We assess whether the gain justifies the setup for your account before recommending it." } }, { "@type": "Question", "name": "Can you track phone calls as conversions?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Call tracking assigns trackable numbers so calls from ads are recorded as conversions, with duration or outcome rules to filter out wrong numbers and non-sales calls. For businesses that convert by phone, skipping this hides a large share of real conversions from bidding." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/crm-google-ads-integration Markdown URL: https://cleandigital.co.uk/crm-google-ads-integration/index.md --- title: "CRM Google Ads Integration | GCLID and Offline Imports | Clean Digital" description: "CRM Google Ads integration for lead generation accounts. Capture GCLIDs, map HubSpot and Salesforce stages, import offline conversions, and report lead quality." canonical: "https://cleandigital.co.uk/crm-google-ads-integration" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- CRM Google Ads integration · Google Premier Partner · HubSpot · Salesforce · Pipedrive # CONNECT YOUR CRM TO GOOGLE ADS AND BID ON REAL LEAD QUALITY Google Ads only learns from the conversions you send it. Clean Digital connects GCLID capture, HubSpot or Salesforce stages and [offline conversion imports](https://cleandigital.co.uk/offline-conversion-tracking), so Smart Bidding learns from qualified leads, booked calls and closed revenue instead of raw form fills. [Or see our data and analytics work](https://cleandigital.co.uk/data-and-analytics) Senior review · reply within one working day · no obligation 92% client retention £160M+ ad spend managed 12:1 average ROI The signal path Ad click GCLID captured on the landing page CRM record Click ID stored with the enquiry Sales outcome Qualified, booked or closed won Google Ads Offline conversion imported with value Bidding learns what sales already knows Google Ads sees the same lead quality that your sales team sees. ## Follow the click ID from ad to import The setup crosses the website, the consent layer, the form handler, the CRM and the Google Ads import diagnostics. One broken handoff makes the final report unreliable. Select a step to see the fields it has to carry. ### Capture the click ID Google appends a GCLID, GBRAID or WBRAID to the landing page URL. Capture it on the first page view, not on the thank-you page. Store it with the landing page, the campaign context and the consent state, so redirects and long form journeys cannot lose it. Stored on the first page view gclid: "Cj0KCQjwm5e5Bh..." landing_page: "/demo-request" campaign: "uk_search_nonbrand" consent_state: "granted" ## Choose the stage you import The right import point depends on sales-cycle length, volume and data quality. Send Google Ads the earliest reliable stage that predicts revenue. Select a stage to compare its signal. Import decision Often the best lead-gen starting point. Signal quality Shows Google Ads which campaigns send leads that sales accepts. Usually the best balance of volume and quality. Examples Call booked, accepted by admissions, moved to opportunity, passed to sales. ## What changes after the first import The capture and field mapping is a two-week build. The value shows afterwards, once Smart Bidding optimises to qualified outcomes and the budget follows the campaigns that create pipeline. qualified leads per week · illustrative shape 1. wk 1 GCLID capture live 2. wk 2 First offline import reconciled 3. wk 4 Values assigned to qualified stages 4. wk 8 Smart Bidding moved to the qualified action 5. wk 11 Budget shifted to campaigns that create pipeline Timeline is illustrative. Your plan is built from your own CRM, forms and account. ## Four failure points to check first CRM imports fail when the tracking, the sales definitions and the platform diagnostics are treated as separate jobs. Check these before any import changes bidding. 01 ### The GCLID is captured too late The problem A thank-you page script tries to recover the click ID after the form journey. Cookies, consent banners and redirects lose it on the way. The fix Capture the click ID on the landing page. Store it safely. Pass it through the form into a CRM field. 02 ### Every CRM stage is treated equally The problem A raw enquiry, a qualified lead and a closed customer arrive in Google Ads with the same weight. Bidding cannot tell them apart. The fix Choose a small set of conversion actions. Give each one a value that matches its place in the pipeline. 03 ### Imports create duplicates The problem Reopened deals, edited contacts and repeated form submissions inflate the conversion totals without anyone noticing. The fix Use stable identifiers, clean timestamps and dedupe rules before any row reaches Google Ads. 04 ### Sales and marketing disagree on quality The problem The import is technically correct, but the stage it sends does not match what sales calls a good lead. Bidding learns the wrong lesson. The fix Agree the stage and the qualification criteria with sales before you assign values or change bidding. ## How we build it, and what you receive Sequence matters. If the CRM definitions are unclear, imported data makes the account harder to read, not easier. The build runs in this order. 1. 1 ### Read the current tracking path Review forms, landing pages, GTM, consent setup, CRM fields, call tracking and the existing conversion actions before any change. 2. 2 ### Define the outcome model Agree the CRM stages with sales and marketing. Choose which stages get values. Keep weak stages for reporting only. 3. 3 ### Build and QA the capture Pass click IDs into the CRM with the fields needed for later checks. Send test leads from click to CRM record. 4. 4 ### Import and monitor Import offline conversions on the right cadence. Check for duplicates. Reconcile import totals with CRM totals before bidding uses the data. ### What the setup produces A working CRM import is more than a tag. Paid media, sales and finance end up with the same view of which campaigns create useful demand. - Click ID capture plan for GCLID, GBRAID and WBRAID - CRM field mapping for lead source, landing page, campaign context and sales stage - Offline conversion import plan for Google Ads and Microsoft Ads - Conversion action naming, values, dedupe rules and import cadence - QA checks across forms, GTM, CRM records and ad platform diagnostics - Lead quality report comparing platform leads with CRM-qualified outcomes ## Where CRM integration matters most The integration pays back fastest when the value of a lead is decided after the form fill, the call or the application. ### B2B lead generation High CPCs need feedback from sales stages. Without it, Google Ads buys cheap leads that never become pipeline. [B2B PPC agency](https://cleandigital.co.uk/b2b-ppc-agency) ### HubSpot and Salesforce imports Lifecycle stage, lead status, opportunity value and closed revenue become import-ready conversion actions. [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) ### Lead quality reporting Reports separate platform leads from accepted leads, booked calls, opportunities and revenue. [PPC data and analytics](https://cleandigital.co.uk/data-and-analytics) ### Value-based bidding Qualified stages send values back to Google Ads. Smart Bidding gets a better input than a flat form-fill count. [Google Ads management](https://cleandigital.co.uk/google-ads-agency) Related tracking and lead quality work [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) [Conversion tracking](https://cleandigital.co.uk/conversion-tracking) [Google Ads account audit](https://cleandigital.co.uk/ad-account-audit) [Data and analytics](https://cleandigital.co.uk/data-and-analytics) [Lead generation PPC](https://cleandigital.co.uk/lead-generation-ppc) [Store GCLIDs with GTM](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) ## CRM Google Ads integration FAQs What is CRM Google Ads integration? CRM Google Ads integration connects the original ad click to the lead or opportunity record in the CRM. It then imports qualified stages or revenue back into Google Ads as offline conversions. Bidding and reporting can then use lead quality, not raw form volume. Do we need to capture GCLIDs for every lead? For Google Ads lead generation, capture GCLID, GBRAID or WBRAID whenever it is available. Consent, browser limits and cross-device journeys reduce coverage. The field must be present from the first landing page and carried into the CRM. Can this work with HubSpot or Salesforce? Yes. HubSpot, Salesforce and similar CRMs can hold click IDs, lead stages and opportunity values. The important work is the field map. Imports also need clean timestamps, values and dedupe rules. Which CRM stage should be imported into Google Ads? It depends on lead volume and sales-cycle quality. Many lead generation accounts start with sales-accepted leads or booked calls. They move to opportunities or closed revenue when volume and data quality are strong enough. Will this improve lead quality? It can help. The integration gives Google Ads better feedback. It still needs query control, landing-page quality, form qualification and agreement from sales on what a good lead means. The tracking fix makes those decisions measurable. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/crm-google-ads-integration#service", "name": "Clean Digital CRM Google Ads Integration", "url": "https://cleandigital.co.uk/crm-google-ads-integration", "description": "CRM Google Ads integration for lead generation accounts. 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It then imports qualified stages or revenue back into Google Ads as offline conversions. Bidding and reporting can then use lead quality, not raw form volume." } }, { "@type": "Question", "name": "Do we need to capture GCLIDs for every lead?", "acceptedAnswer": { "@type": "Answer", "text": "For Google Ads lead generation, capture GCLID, GBRAID or WBRAID whenever it is available. Consent, browser limits and cross-device journeys reduce coverage. The field must be present from the first landing page and carried into the CRM." } }, { "@type": "Question", "name": "Can this work with HubSpot or Salesforce?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. HubSpot, Salesforce and similar CRMs can hold click IDs, lead stages and opportunity values. The important work is the field map. Imports also need clean timestamps, values and dedupe rules." } }, { "@type": "Question", "name": "Which CRM stage should be imported into Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on lead volume and sales-cycle quality. Many lead generation accounts start with sales-accepted leads or booked calls. They move to opportunities or closed revenue when volume and data quality are strong enough." } }, { "@type": "Question", "name": "Will this improve lead quality?", "acceptedAnswer": { "@type": "Answer", "text": "It can help. The integration gives Google Ads better feedback. It still needs query control, landing-page quality, form qualification and agreement from sales on what a good lead means. The tracking fix makes those decisions measurable." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/data-and-analytics Markdown URL: https://cleandigital.co.uk/data-and-analytics/index.md --- title: "PPC Data and Analytics Agency | GA4, GTM and Reporting | Clean Digital" description: "PPC data and analytics for GA4, GTM, CRM imports, value-based bidding and reporting. Clean Digital fixes the numbers behind bidding, dashboards and budget decisions." canonical: "https://cleandigital.co.uk/data-and-analytics" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · GA4 · GTM · BigQuery · Edinburgh, UK # CONVERSION TRACKING & ANALYTICS THAT HOLD UP If the measurement is wrong, the budget decisions built on it are wrong too. Our **data and analytics** team builds the conversion tracking, offline imports, attribution and reporting that your bidding systems and budget decisions rely on. Get A Free Tracking Review Review a sample tag audit Reviewed by the senior team. Reply within one working day, no obligation. 92% client retention £160M+ ad spend managed 12:1 average ROI Tracking health check GA4 conversion events deduplicated Pass Conversion values present on key actions Pass Offline outcomes imported from CRM Missing Consent Mode configured and verified Pass Brand / non-brand split in reporting Missing Two gaps directly affecting what Smart Bidding optimises toward, identified in the first pass of a review. Get your account checked Illustrative example. Your review is run against your own tags, accounts and CRM. ## Bad numbers start in the tracking code In the first week we review tags the way engineers review a pull request. These three files are a composite of recurring findings: ten implementation faults across **Google Tag Manager**, page code and pixel setup, each one throwing the reported numbers off. 1 2 1 Bug · line 5 ### Purchase fires on every page load There is no guard against refreshes or back-button visits, so the event repeats on every render of the page. On this template, one order in five was recorded twice. 2 Bug · line 7 ### Conversion value is undefined Value-based bidding is enabled, but every conversion arrives without a value. Smart Bidding receives no revenue signal and optimises toward conversion count. 3 Bug · line 14 ### No transaction_id, no dedupe Without a dedupe key, Google Ads and the weekly report both count the same order as many times as it renders. Findings 1 and 3 record the same order in two different files. The duplication is only visible when the files are reviewed together. ## The 90 days after the fix The audit is the first two weeks. The value builds afterwards, once bidding, budgets and testing are running on reliable numbers. qualified outcomes per week · illustrative shape 1. wk 1 Fixes deployed 2. wk 2 Revenue reconciles with finance 3. wk 4 Value-based bidding enabled 4. wk 8 Budget reallocated to verified performers 5. wk 11 First significant test concluded ### Week one starts with this document The free review returns the findings and fix plan, every fault documented with its severity, effort and owner, and the sequence the fixes should ship in. The same document opens every engagement on this page. Request the findings & fix plan Timeline and document are illustrative; yours are built from your own accounts. ## Marketing analytics services, implementation through reporting Six disciplines across the four stages below. Everything is built in **your** accounts and documented for your team. Capture GA4 + GTM events · Click IDs on every lead · Consent handled properly Verify Deduped conversion actions · Values on what matters · Data QA’d up front Connect CRM and sales stages in · Offline conversions imported · Warehouse-grade exports Decide Dashboards built for decisions · Value-based bidding live · Budgets that hold up ### 01 GA4 and Google Tag Manager implementation Events, conversions and consent built properly: deduplicated actions, clean parameters, and a GTM container that remains maintainable. Everything else depends on getting this layer right. ga4 · gtm · consent-mode ### 02 Conversion values and value-based bidding Revenue, margin or lead-quality values attached to every conversion that matters, so Smart Bidding optimises toward profit rather than conversion count, the work behind the results we publish. see it working [SignalPulse, our value-bidding system](https://cleandigital.co.uk/signalpulse) [see it working at Arden University](https://cleandigital.co.uk/case-studies/arden-university) conversion-values · smart-bidding ### 03 Offline conversion tracking and CRM feedback When revenue closes on a call, in a pipeline, or months later, we wire it back: click IDs captured, CRM stages mapped, and offline conversions imported so the platforms learn from real outcomes. see it working [our GCLID capture walkthrough](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) gclid · crm · offline-import ### 04 Attribution and contribution analysis Last-click attribution overstates some campaigns and understates others. We separate brand from non-brand, quantify assisted demand, and show what each channel contributes to a sale. see it working [how we use click share to find outliers](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) [programmatic measurement and incrementality](https://cleandigital.co.uk/programmatic) attribution · brand-split ### 05 Dashboards and reporting pipelines Custom dashboards on top of warehouse-grade data (GA4, Google Ads, Search Console and CRM exports in BigQuery) scoped to the decisions made monthly rather than to every available metric. bigquery · dashboards ### 06 Experimentation and forecasting We work out how big a test needs to be and how long it will run, forecast budgets up front, and read results against the same statistical methodology behind our public calculators. see it working [ad test significance calculator](https://cleandigital.co.uk/tools/ad-test-significance) [benchmark PPC costs and conversions](https://cleandigital.co.uk/tools/media-spend-calculator) monte-carlo · forecasts ## Lead generation and ecommerce measure differently **Offline conversion tracking** decides whether lead gen works; deduped values decide whether **ecommerce tracking** can be trusted. The pipeline is shared; the implementation differs at every stage. ### The outcome that matters Lead generation Sales-accepted leads, booked meetings and closed pipeline. Ecommerce Margin-adjusted revenue and returning-customer rate. ### Where measurement typically fails Lead generation All enquiries counted equally, so low-quality leads inflate apparent growth. Ecommerce Duplicate purchase events, refunds left unsubtracted, brand campaigns credited with existing demand. ### What we wire in Lead generation Click IDs on every lead, CRM stages mapped, offline conversion imports. Ecommerce Deduped purchase events with real values, feed data, refund handling. ### What bidding learns Lead generation Which clicks become customers, so budget allocation follows lead quality. Ecommerce Which products and audiences are profitable across seasonal cycles. ### Proof it works Lead generation 28% lead-quality lift and 127% more enrolments at [Arden University](https://cleandigital.co.uk/case-studies/arden-university). Ecommerce 14:1 ROAS and 176% PPC sales growth at [Dobbies](https://cleandigital.co.uk/case-studies/dobbies-garden-centres). Most of our clients sell through both. The two set-ups run side by side and feed our [paid search management](https://cleandigital.co.uk/paid-search) and [paid social](https://cleandigital.co.uk/paid-social) work on the same accounts. [See both in the case studies](https://cleandigital.co.uk/case-studies) ## Proprietary tooling, built on the same measurement The team that wires your measurement also builds our own tooling on top of it, monitoring accounts continuously between reporting cycles.  Built by the analytics team **Aitor Larrañaga** leads, the same people who wire your measurement. clean-digital/stack $ ls --proprietary-tools [rover / AI-powered PPC optimisation that flags wasted spend early. open →](https://cleandigital.co.uk/rover) [signalpulse / Value-based bidding system that optimises ad spend for profit rather than click volume. open →](https://cleandigital.co.uk/signalpulse) [brandguard / Protects your brand terms from competitor bidding around the clock. open →](https://cleandigital.co.uk/brandguard) [adintelligence / AI analysis of ad creative and performance, built on the data the team trusts. open →](https://cleandigital.co.uk/adintelligence) $ stack --supported ga4 · gtm · bigquery · google-ads · microsoft-ads · meta-capi · crm · google-sheets $ full stack → [/technology](https://cleandigital.co.uk/technology) ## The results, once the data was right Enrolments per month Illustrative shape optimising to enquiries value-based bidding live → The shape of the Arden result: once enrolment data reached the bidding system, budget reallocated toward enrolment likelihood. Enrolment data was wired back into the ad platforms so bidding could optimise toward enrolment likelihood rather than enquiry volume. Every result below comes from that measurement work. Touchpoint analysis quantified how much of online revenue paid media influenced beyond its last-click share. [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) [Dobbies case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) 127% YoY increase in PPC enrolments [Arden University](https://cleandigital.co.uk/case-studies/arden-university) 28% YoY increase in lead quality [Arden University](https://cleandigital.co.uk/case-studies/arden-university) 5.2x Return On Ad Spend (ROAS) [Arden University](https://cleandigital.co.uk/case-studies/arden-university) 1 in 2 purchases included a paid touchpoint [Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) 25% Of online purchases from a last-click paid touch point [Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) ## Three ways to work together, each with a clear end point Each one has a clear end point. A lot of accounts need two weeks of focused work rather than an ongoing retainer, and all three start with the same free review. 01 ### The audit sprint Two weeks of focused work: tags, code, containers and CRM path read end to end, every finding written up in plain English with the restated numbers beside it. Ends with: the fix list, the restatement, and a recommendation on whether further work is needed. 02 ### The rebuild We implement the fix list: events and values rebuilt, offline conversions wired in, dashboards stood up, all in your accounts, documented for your team. Ends with: measurement your team and your bidding can both trust. 03 ### The measurement partner Ongoing experimentation, reporting and value-bidding tuning, usually alongside our paid media teams working the same account. Ends with: a quarterly review against agreed outcomes. Not sure which one fits? The free review will tell you. ## Data & analytics FAQs Straight answers on **conversion tracking**, GA4, offline conversions and reporting. The same measurement thinking powers our [free PPC tools](https://cleandigital.co.uk/resources) and every [case study](https://cleandigital.co.uk/case-studies) we publish. Q. ### Can you audit our existing conversion tracking? A. Yes. It is where every engagement starts. We check GA4 and Google Tag Manager events, deduplication, conversion values, consent handling, and what the ad platforms are actually being taught, then hand back a prioritised fix list in plain English. [Get a free tracking review](https://cleandigital.co.uk/contact) Q. ### Do you set up GA4 and Google Tag Manager? A. Yes. Implementation, migration cleanup, event design, ecommerce tracking, and consent configuration, built in your own accounts, documented so your team can maintain it, and verified against real transactions rather than test pings. Q. ### Can you connect our CRM to Google Ads? A. Yes. Offline conversion tracking is one of the highest-impact fixes in paid media: click IDs captured on every lead, CRM stages mapped to conversion actions, and closed revenue imported back so Smart Bidding optimises to customers rather than form fills. [Read the GCLID capture walkthrough](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) Q. ### Who owns the data and the accounts? A. You do. GA4, Tag Manager, ad accounts, dashboards and any warehouse pipelines are built in your properties under your ownership. If we ever part ways, everything keeps working and stays with you. Q. ### What dashboards and reporting do you build? A. Decision-led dashboards on top of clean data: paid media performance tied to revenue or pipeline, brand and non-brand separated, and the small set of figures a board actually reviews. Q. ### How much does analytics and tracking work cost? A. It depends on the state of the current setup and how much needs rebuilding versus verifying. The free tracking review scopes it honestly; many accounts need two weeks of focused work rather than an ongoing retainer. [Start with the free review](https://cleandigital.co.uk/contact) Q. ### Can you work alongside our in-house developers or another agency? A. Yes. Most tracking work ships through someone else’s release process. We write the specs, the dataLayer contracts and the GTM changes, your developers deploy on their schedule, and we verify against real transactions afterwards. Q. ### How long does a tracking rebuild take? A. The audit sprint is two weeks. A typical rebuild (events, values, offline imports, dashboards) usually lands within one to two months depending on release cycles and CRM access. The free review gives you a scoped answer for your setup. [See rebuilds inside the case studies](https://cleandigital.co.uk/case-studies) Q. ### Do you audit Meta and Conversions API as well as Google? A. Yes. Pixel and Conversions API events get the same treatment as GA4 and Google Ads: deduplication between browser and server events, real values, and exclusion of low-quality signals, so Meta optimises toward completed customers rather than click-stage events. ## Get a free tracking & measurement review Find out what your numbers can actually prove right now. 1 Request the review Two fields; no call required. 2 We read your setup A senior analyst goes through tags, containers and the CRM path. 3 Written findings + walkthrough The fix list and restated numbers, in plain English. Reply within one working day. Your tracking review not yet requested Viewer-level access only (ga4 viewer · gtm read · ads read-only), revocable by you at any time. Nothing in your accounts changes without sign-off.  Aitor Larrañaga Head of Data & Analytics, reviews every request UK Search Awards Winner · 7+ industry awards Reply within one working day, no obligation. We will never share your information. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/data-and-analytics#service", "name": "Clean Digital - Data & Analytics", "url": "https://cleandigital.co.uk/data-and-analytics", "description": "PPC data and analytics for GA4, GTM, CRM imports, value-based bidding and reporting. 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It is where every engagement starts. We check GA4 and Google Tag Manager events, deduplication, conversion values, consent handling, and what the ad platforms are actually being taught, then hand back a prioritised fix list in plain English." } }, { "@type": "Question", "name": "Do you set up GA4 and Google Tag Manager?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Implementation, migration cleanup, event design, ecommerce tracking, and consent configuration, built in your own accounts, documented so your team can maintain it, and verified against real transactions rather than test pings." } }, { "@type": "Question", "name": "Can you connect our CRM to Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Offline conversion tracking is one of the highest-impact fixes in paid media: click IDs captured on every lead, CRM stages mapped to conversion actions, and closed revenue imported back so Smart Bidding optimises to customers rather than form fills." } }, { "@type": "Question", "name": "Who owns the data and the accounts?", "acceptedAnswer": { "@type": "Answer", "text": "You do. GA4, Tag Manager, ad accounts, dashboards and any warehouse pipelines are built in your properties under your ownership. If we ever part ways, everything keeps working and stays with you." } }, { "@type": "Question", "name": "What dashboards and reporting do you build?", "acceptedAnswer": { "@type": "Answer", "text": "Decision-led dashboards on top of clean data: paid media performance tied to revenue or pipeline, brand and non-brand separated, and the small set of figures a board actually reviews." } }, { "@type": "Question", "name": "How much does analytics and tracking work cost?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on the state of the current setup and how much needs rebuilding versus verifying. The free tracking review scopes it honestly; many accounts need two weeks of focused work rather than an ongoing retainer." } }, { "@type": "Question", "name": "Can you work alongside our in-house developers or another agency?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Most tracking work ships through someone else’s release process. We write the specs, the dataLayer contracts and the GTM changes, your developers deploy on their schedule, and we verify against real transactions afterwards." } }, { "@type": "Question", "name": "How long does a tracking rebuild take?", "acceptedAnswer": { "@type": "Answer", "text": "The audit sprint is two weeks. A typical rebuild (events, values, offline imports, dashboards) usually lands within one to two months depending on release cycles and CRM access. The free review gives you a scoped answer for your setup." } }, { "@type": "Question", "name": "Do you audit Meta and Conversions API as well as Google?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Pixel and Conversions API events get the same treatment as GA4 and Google Ads: deduplication between browser and server events, real values, and exclusion of low-quality signals, so Meta optimises toward completed customers rather than click-stage events." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Data & Analytics", "item": "https://cleandigital.co.uk/data-and-analytics" } ] }, { "@context": "https://schema.org", "@type": "Person", "name": "Aitor Larrañaga", "jobTitle": "Head of Data & Analytics", "worksFor": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "url": "https://cleandigital.co.uk/about", "image": "https://cleandigital.co.uk/images/team/headshots/aitor-larranaga.png" } ] ``` --- Source URL: https://cleandigital.co.uk/demand-gen-agency Markdown URL: https://cleandigital.co.uk/demand-gen-agency/index.md --- title: "Demand Gen Agency | Google Demand Gen Campaign Management" description: "Google Demand Gen agency support for YouTube, Shorts, Discover, Gmail and Google Display Network campaigns, with creative testing, product feeds and conversion measurement." canonical: "https://cleandigital.co.uk/demand-gen-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Demand Gen agency Demand Gen gives paid media teams access to visual inventory across YouTube, Discover, Gmail, Maps and the Google Display Network. We manage the campaign structure, creative testing, audience inputs and measurement needed to decide whether that reach is producing valuable demand. [Discuss Demand Gen](https://cleandigital.co.uk/contact) [YouTube Ads management](https://cleandigital.co.uk/youtube-ads-agency) ## A defined job for the budget Audience to reach Message to test Conversion to value Evidence needed to scale ## Where Demand Gen fits in the media plan Search campaigns capture people who are already looking. Demand Gen can reach suitable audiences earlier, then support later visits through Search, direct traffic or remarketing. The budget needs its own objective so performance is not confused with existing demand. We plan it alongside [paid search management](https://cleandigital.co.uk/paid-search), YouTube and [paid social services](https://cleandigital.co.uk/paid-social) so audience coverage, exclusions and reporting remain coherent across channels. ### Create demand Introduce an offer to people whose interests, activity or profile make them a reasonable prospect. ### Re-engage Use first-party audiences and exclusions to manage how previous visitors or customers are reached. ### Sell products Use a Merchant Center feed when a product-led campaign has the stock, pricing and conversion data needed to support it. ## What Demand Gen management covers The work starts before launch and continues after the campaign has enough data to support a decision. ### Campaign role Define whether the budget is for prospecting, remarketing, product discovery or a specific launch. ### Audience inputs Build ad groups around first-party data, custom segments, customer exclusions and useful audience signals. ### Channel controls Review where ads can run across YouTube, Discover, Gmail, Maps and the Google Display Network. ### Creative system Plan image, video, carousel and product-led assets around a clear test rather than isolated variations. ### Bidding inputs Use conversion goals and values that reflect the outcome the business is prepared to fund. ### Reporting Separate channel, format, audience and creative results so the next budget decision has evidence behind it. ## Formats need separate readouts A single campaign can distribute spend across different channels and formats. We keep the reporting detailed enough to show which combination delivered the outcome, instead of judging every asset from a blended total. ### Video YouTube Shorts, in-feed and in-stream Review attention, assisted behaviour and conversion quality by format. ### Image and carousel Discover, Gmail, Maps and eligible GDN placements Compare message, offer and visual treatment without mixing every variable into one test. ### Product feed Eligible product-led Demand Gen inventory Check feed quality, product coverage and revenue value before expanding spend. ## When Demand Gen is ready for budget The offer and audience are clear enough to shape useful creative. The account has reliable conversion tracking and a commercially relevant goal. There is enough creative capacity to test and refresh image or video assets. The team can judge results over a suitable period instead of reacting to daily variance. ## What should be resolved first Conversion actions include weak events that do not reflect sales or qualified leads. Search or Shopping campaigns are constrained by basic tracking, feed or landing-page faults. The available creative is a single asset with no plan for testing or refresh. The budget requires immediate last-click returns that the buying cycle cannot reasonably produce. Our [conversion tracking service](https://cleandigital.co.uk/conversion-tracking) can resolve measurement faults before additional media spend is committed. ## Measurement across the campaign Demand Gen reporting needs to show delivery and commercial value. The review changes as the campaign moves from setup into learning and then into a stable testing cycle. ### Before launch Conversion actions, values, consent, audience exclusions, landing pages and naming conventions. ### During learning Spend distribution, audience expansion, channel mix, format delivery and conversion quality. ### After a readable period Incremental reach, assisted demand, qualified conversions, revenue and the next controlled test. ## How we take over or launch a Demand Gen campaign 01 ### Account and measurement review We inspect conversion goals, audience data, current campaigns, creative history and the role Search and PMax already play. 02 ### Campaign plan We define the audiences, exclusions, channels, formats, budgets and decision metrics before build work starts. 03 ### Build and quality assurance Campaign settings, URLs, product feeds, assets and conversion actions are checked before launch. 04 ### Testing and reporting We review delivery by channel and format, record test results and make budget changes against the agreed commercial measure. ## Review whether Demand Gen has a useful role in your account We can review the existing account, measurement, audiences and creative plan, then explain what should be launched, changed or held back. You can also review our [paid media case studies](https://cleandigital.co.uk/case-studies) before speaking to us. [Request an account review](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "Demand Gen agency", "url": "https://cleandigital.co.uk/demand-gen-agency", "description": "Google Demand Gen agency support for YouTube, Shorts, Discover, Gmail and Google Display Network campaigns, with creative testing, product feeds and conversion measurement.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Google Demand Gen management", "YouTube advertising", "Paid media demand generation" ] } ``` --- Source URL: https://cleandigital.co.uk/ecommerce-ppc Markdown URL: https://cleandigital.co.uk/ecommerce-ppc/index.md --- title: "Ecommerce PPC Agency UK | Shopping & PMax | Clean Digital" description: "UK ecommerce PPC agency and Google Premier Partner. We fix Shopping feeds, split by margin and manage Performance Max so budget follows what profits." canonical: "https://cleandigital.co.uk/ecommerce-ppc" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · UK Search Awards Winner · Edinburgh, UK # Ecommerce PPC agency Shopping, PMax and feeds, run by margin Clean Digital runs ecommerce PPC for Google Ads and Microsoft Ads accounts where the spend has to come back as profit, not just revenue. We fix the Shopping feed, split campaigns by product economics and stop Performance Max being credited with the brand searches you would have won anyway. Get a free senior PPC review Reply within one working day · no obligation 14:1 ROAS across all paid channels, Dobbies Garden Centres 236% YoY increase in booking revenue, Rabbies 92% client retention · £160M+ ad spend managed · 7+ industry awards · 12:1 average ROI Paid search accounts managed by Clean Digital ## Why ecommerce ROAS looks fine and profit doesn’t Revenue is the easy number to grow. You can buy more of it any time by bidding harder on searches you would have won anyway. The harder question is whether each campaign is funding products that actually make money once margin, returns and discounting are taken out. Three patterns show up in almost every ecommerce account we take over. ### Performance Max eating your brand The lever → Pooled PMax budgets quietly absorb brand and high-intent searches, then take the credit. ROAS looks strong, but a lot of it is demand you already had. The fix → Brand exclusions on Performance Max, asset and search-theme review, and budget caps, so PMax is measured on the new business it actually brings in rather than the brand searches it intercepts. ### A Shopping feed working against you The lever → Thin titles, missing attributes and a single pooled Shopping campaign mean Google spends evenly across the catalogue, including products with poor margin, low stock or weak conversion rates. The fix → Feed quality work and a listing-group structure that splits campaigns by product economics, so budget weights towards the products that sell and make money, not just the ones that get clicks. ### One blended ROAS hiding everything The lever → When Search, Shopping and PMax report into a single ROAS figure, you cannot see which channel is carrying the account and which is leaking. Scaling the blend scales the waste with it. The fix → Separate the channels, attach real revenue values (and margin where the data supports it), so each campaign type can be judged on its own and budget can move with confidence. ## Where ecommerce budget leaks When the reports look fine but profit is not growing, the budget is usually going to one of these four problems. Every engagement starts with a senior audit that shows exactly where the money went. ### Spend spread evenly across the catalogue A single Shopping campaign treats your best-margin hero product and your worst clearance line the same. The fix → Margin-aware campaign splits and listing-group structure, so budget concentrates where it earns. ### Feed errors capping reach Disapprovals, missing GTINs and weak titles mean products silently drop out of auctions you should be winning. The fix → A feed audit and ongoing feed checks, so the catalogue stays eligible and competitive. ### Performance Max with no visibility Pooled budgets make it hard to see where PMax is taking brand search or spending on products that do not sell. The fix → Brand exclusions, search-theme review and budget caps, so PMax earns its place. ### Seasonality handled by guesswork Peak demand is over-throttled and quiet periods are over-funded because there is no forecast behind the budget. The fix → Seasonal budget planning and forecasting, so spend leads demand instead of chasing it. Budget by product group Sample output | Product group | Spend | Revenue | Margin | Call | | --- | --- | --- | --- | --- | | Hero range (high margin) | £2,140 | £19,300 | Strong | Scale | | Core range | £1,880 | £11,200 | Healthy | Keep | | Clearance lines | £1,460 | £6,900 | Near-zero | Cap | | Out-of-stock SKUs | £640 | £0 | - | Cut | Illustrative example. Your audit is built from your own feed, spend and revenue data. ## A senior team accountable for the spend Clean Digital is a Google Premier Partner, in the top 3% of UK Google Ads agencies. For an ecommerce account that means certified specialists working across the feed, the campaign structure and the conversion values, not a junior rotation learning Shopping on your budget. 0 1 ### Google Premier Partner Partner-level access to Shopping and PMax features and betas across Google and Microsoft Ads. 0 2 ### Senior people on the account Specialists who question wasted spend and feed quality, weighted to the products that make money. 0 3 ### Reporting tied to the next decision Channel-by-channel reporting, Search vs Shopping vs PMax, brand vs non-brand, built around your next budget call. 0 4 ### Employee-owned, Edinburgh 18 specialists running paid search for ecommerce clients across Scotland, the wider UK and international markets. ## Ecommerce PPC, step by step No long-term contracts. We run month-to-month, so you are never locked in. We cut the waste first, fix the feed and tracking, then move budget to what sells. Step 1 ### Find where the money goes A senior audit of the Shopping feed, campaign structure, PMax overlap and conversion values, with no changes until the priorities are agreed. - Waste map: spend by product group with no profitable revenue attached - Feed health check: disapprovals, missing attributes, weak titles - Agreed priority order, in plain English Step 2 ### Cut the waste, fix the feed The early focus is usually cleaning the feed, splitting campaigns by economics and rebuilding conversion values. - Feed fixes and listing-group structure live - Brand exclusions and budget caps on Performance Max - Real revenue values (and margin where available) in the conversion data Step 3 ### Move budget to what sells With accurate values and a clean feed, budget moves to the products and audiences that drive profit, across both peak and quieter periods. - Value-based bidding where the data supports it - Structured tests on feeds, bidding and landing pages - Monthly reporting built around the next budget decision Step one is the same free senior review we offer, with no obligation to continue. ## View our ecommerce PPC case studies [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign, with 176% YoY growth in sales through PPC. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Is a specialist ecommerce PPC agency worth it? Worth a conversation if - Shopping and PMax spend is commercially material and someone is asking what it actually returned after margin - Revenue is growing but profit is not, and you cannot see which channel is responsible - Search, Shopping and Performance Max budgets are pooled, so you cannot tell what each is returning - You need a feed and budget plan ready for the next peak Probably not a fit if - You are launching a first store with a catalogue and budget too small to fund real testing - Price is the only criterion on the agency shortlist - You cannot share feed or revenue data, so there is no reliable way to optimise - You want guaranteed ROAS or overnight results; we do not sell either ## Related PPC services [Google Shopping & feed management Fix the feed that decides which searches your products win.](https://cleandigital.co.uk/google-shopping-management) [Comparison Shopping Service (CSS) Review whether Gander, Clean Digital's CSS, is suitable for the account.](https://cleandigital.co.uk/comparison-shopping-service) [Performance Max management Control PMax so it adds incremental revenue rather than brand you already had.](https://cleandigital.co.uk/performance-max-management) [Conversion tracking & measurement Real revenue values so bidding optimises for profit.](https://cleandigital.co.uk/conversion-tracking) [Google Ads management The full Google-side service this sits within.](https://cleandigital.co.uk/google-ads-agency) [Lead generation PPC The same senior team, for accounts where a lead is not a sale.](https://cleandigital.co.uk/lead-generation-ppc) [Paid search management for ecommerce The wider PPC programme across Google and Microsoft.](https://cleandigital.co.uk/paid-search) [Shopify PPC management Shopping, Performance Max, paid social and tracking for Shopify stores.](https://cleandigital.co.uk/shopify-ppc-agency) ## FAQs Common questions ecommerce teams ask before handing a Shopping and Performance Max account to an agency. How is ecommerce PPC different from lead gen PPC? Ecommerce gives you immediate, measurable revenue per click, so the work is mostly about feed quality, margin-aware structure and seasonality. The risk is optimising to revenue without margin, so a healthy-looking ROAS still loses money. Do you fix Shopping feeds, or just run campaigns? Both. Feed quality is usually the single biggest lever in an ecommerce account, so feed work is part of the service rather than a separate project. How do you stop Performance Max taking credit for brand? Brand exclusions, search-theme review and budget caps, plus reporting that separates brand from non-brand, so you can see the new business PMax actually brings in. Do you manage Microsoft Ads as well as Google? Yes. Microsoft Ads can add incremental Shopping demand, usually set up with its own budgets and feed rather than copied across from Google. How much does it cost? There is no honest one-size answer: fees depend on spend level, catalogue size and how much feed and tracking work is needed. The free senior review is the fastest route to an accurate scope. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/ecommerce-ppc#service", "name": "Clean Digital - Ecommerce PPC agency", "url": "https://cleandigital.co.uk/ecommerce-ppc", "description": "UK ecommerce PPC agency and Google Premier Partner. 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The risk is optimising to revenue without margin, so a healthy-looking ROAS still loses money." } }, { "@type": "Question", "name": "Do you fix Shopping feeds, or just run campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Both. Feed quality is usually the single biggest lever in an ecommerce account, so feed work is part of the service rather than a separate project." } }, { "@type": "Question", "name": "How do you stop Performance Max taking credit for brand?", "acceptedAnswer": { "@type": "Answer", "text": "Brand exclusions, search-theme review and budget caps, plus reporting that separates brand from non-brand, so you can see the new business PMax actually brings in." } }, { "@type": "Question", "name": "Do you manage Microsoft Ads as well as Google?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Microsoft Ads can add incremental Shopping demand, usually set up with its own budgets and feed rather than copied across from Google." } }, { "@type": "Question", "name": "How much does it cost?", "acceptedAnswer": { "@type": "Answer", "text": "There is no honest one-size answer: fees depend on spend level, catalogue size and how much feed and tracking work is needed. The free senior review is the fastest route to an accurate scope." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/employee-ownership Markdown URL: https://cleandigital.co.uk/employee-ownership/index.md --- title: "Employee Ownership Trust | Clean Digital" description: "Learn about Clean Digital's transition to an employee ownership trust (EOT) and how it benefits our clients, team and company culture." canonical: "https://cleandigital.co.uk/employee-ownership" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Our Employee Ownership Trust At Clean Digital, we've transitioned to an Employee Ownership Trust (EOT) model, putting our business in the hands of those who make it successful. This approach aligns our interests with yours, ensuring we're focused on delivering long-term value rather than short-term gains. Enhanced dedication to client success and long-term relationships Improved staff retention and collective company knowledge Greater operational transparency and inclusive decision making Long-term stability that benefits both clients and team members ## Our Team, Our Owners At Clean Digital, we're not just colleagues – we're co-owners, working together to deliver exceptional results for our clients.  ### The Clean Digital Team ## How Does It Work? Employee Ownership is a structure aimed at driving exceptional growth while fostering a work environment where employees have a stake in the company's success. ### Here's the approach we've taken at Clean Digital: #### Employee Ownership Trust Rory has transferred 100% of his shares to an 'Employee Ownership Trust', which now holds these shares on behalf of all employees. #### Company Structure Clean Digital continues to operate as normal, with the Trust as the majority owner rather than an individual shareholder. #### Employee Benefits All employees benefit from the Trust, with company profits being distributed according to the Trust's rules for the benefit of everyone. #### Governance Balance While the leadership team manages day-to-day operations, major decisions that affect company profits require Trust approval, ensuring employee interests are protected. ### Trust Structure #### Employees Beneficiaries of the trust Benefits #### Employee Trust Legal entity that benefits employees Owns majority of Governed by #### Clean Digital Company operations #### Trustee Directors Oversee the trust The Employee Ownership Trust provides benefits to all employees while ensuring long-term company stability. ## Trustee Directors Our trustee directors oversee the Employee Ownership Trust, ensuring it operates in the best interests of all employees and upholds the company's values and mission. R Rory Young Trustee Director A Alex Berish Trustee Director S Sean McGauran Trustee Director ## Board Directors Our board of directors leads Clean Digital forward, ensuring the business fulfills its purpose while embracing the ownership model that empowers all our employees. R Rory Young Company Director F Fraser Smith Company Director C Claire Young Company Director ## The Benefits & Impact of Employee Ownership Employee ownership delivers significant advantages for the business, its team members, and the wider community.  ### Our Experience "We've seen incredible growth and now boast our biggest and best team to date. Our continued success reflects our unwavering commitment to delivering exceptional results for our clients while fostering a dynamic and innovative work environment. Becoming employee owned should accelerate that growth." FS Fraser Smith Chief Strategy Officer ## Work With Us Whether you're looking to grow your business or join our team, we'd love to hear from you. ### As a Client - Experience data-driven PPC management - Work with a team that treats your success as their own - Access award-winning digital marketing expertise - Benefit from truly transparent reporting ### As an Employee - Join a 100% employee-owned agency - Be part of an award-winning team - Enjoy a culture of continuous learning - Balance great work with a great life Want to learn more about our employee ownership model? ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/employee-ownership#webpage", "url": "https://cleandigital.co.uk/employee-ownership", "name": "Employee Ownership Trust | Clean Digital", "description": "Learn about Clean Digital's transition to an employee ownership trust (EOT) and how it benefits our clients, team and company culture.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/facebook-ads-agency Markdown URL: https://cleandigital.co.uk/facebook-ads-agency/index.md --- title: "Facebook Ads Agency | Paid Social Campaign Management" description: "Facebook Ads agency support for lead generation, ecommerce, remarketing, creative testing, account structure, Conversion API and paid social reporting." canonical: "https://cleandigital.co.uk/facebook-ads-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Facebook Ads agency Facebook Ads still matter for lead generation, ecommerce and remarketing, but results depend on creative quality, event accuracy and commercial reporting. We manage Facebook campaigns as part of paid social activity that has to produce useful demand. [Paid social services](https://cleandigital.co.uk/paid-social) [Creative testing](https://cleandigital.co.uk/paid-social-creative-testing) ## Campaigns need a commercial role Prospecting, remarketing and lead generation need different success measures, budgets and creative plans. ## Where Facebook Ads fit Find new customers with creative tests built around clear offers Remarket to warm audiences with frequency and message control Generate leads while tracking accepted or closed outcomes Support ecommerce with product economics and purchase event QA Connect Facebook performance to wider paid social and Google Ads reporting ## How we manage Facebook campaigns The account needs enough structure to explain what is working, without splitting learning across too many tiny campaigns. We start with the commercial role of each budget line. 1 ### Account structure Campaigns are separated by objective, audience temperature and commercial role, so prospecting, retargeting and lead generation are judged against the right outcome. 2 ### Creative testing Hooks, formats, proof points and calls to action are tested with a clear readout, so budget can move toward ads that still produce useful demand. 3 ### Measurement quality Pixel, Conversion API, event priority, deduplication and lead-quality feedback are checked before performance is treated as real. ## Account checks before more budget Whether campaign objectives match the actual job, such as enquiry volume, purchases, remarketing or demand generation Whether Advantage+ settings are helping or hiding where spend is going Whether audience exclusions protect remarketing, customer lists and prospecting tests from overlap Whether frequency and creative fatigue are being reviewed before CPA changes are blamed on the platform Whether Facebook leads are being checked against sales feedback, CRM stages or ecommerce margin ## Reporting needs to match the job ### Lead generation Accepted lead rate, offline conversion imports, form quality and follow-up speed. ### Ecommerce Purchase events, product economics, new customer value, repeat sales and blended revenue. ### Remarketing Audience freshness, frequency, offer sequence and overlap with Google Ads demand capture. ## Questions we answer early A useful review should show whether the account needs more budget, cleaner tracking, stronger creative or a different role inside the wider paid media plan. [Get a free PPC audit](https://cleandigital.co.uk/ad-account-audit) [Size an ad test](https://cleandigital.co.uk/tools/ad-test-significance) ### Do you manage Facebook Ads separately from paid social? We can manage Facebook Ads as a focused channel, but the strongest setup usually sits inside a wider paid social plan covering Instagram, creative testing and measurement. ### Can Facebook Ads work for B2B lead generation? Yes, when the offer and tracking are strong enough. We look at accepted leads and sales feedback rather than treating every form submission as equal. ### What do you check before scaling spend? We check event quality, audience overlap, creative fatigue, landing page fit and whether reported conversions match useful leads or sales. ```json [ { "@context": "https://schema.org", "@type": "Service", "name": "Facebook Ads agency", "url": "https://cleandigital.co.uk/facebook-ads-agency", "description": "Facebook Ads agency support for lead generation, ecommerce, remarketing, creative testing, account structure, Conversion API and paid social reporting.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Facebook Ads management", "Paid social management", "Meta Ads management" ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Do you manage Facebook Ads separately from paid social?", "acceptedAnswer": { "@type": "Answer", "text": "We can manage Facebook Ads as a focused channel, but the strongest setup usually sits inside a wider paid social plan covering Instagram, creative testing and measurement." } }, { "@type": "Question", "name": "Can Facebook Ads work for B2B lead generation?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, when the offer and tracking are strong enough. We look at accepted leads and sales feedback rather than treating every form submission as equal." } }, { "@type": "Question", "name": "What do you check before scaling spend?", "acceptedAnswer": { "@type": "Answer", "text": "We check event quality, audience overlap, creative fatigue, landing page fit and whether reported conversions match useful leads or sales." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/google-ads-agency Markdown URL: https://cleandigital.co.uk/google-ads-agency/index.md --- title: "Google Ads Agency UK | Google Ads Management | Clean Digital" description: "UK Google Ads agency and management for Search, Shopping and Performance Max accounts that have to pay back. We cut wasted spend, fix tracking and scale profitable demand." canonical: "https://cleandigital.co.uk/google-ads-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · Edinburgh, UK # Google Ads agency UK & Google Ads management We are a UK Google Ads agency for advertisers who answer for the spend. We manage Search, Shopping, Performance Max, Demand Gen and YouTube. We fix conversion tracking and feeds, control Performance Max and remove search terms that waste budget. Once Google coverage is efficient, we can [expand profitable search demand with Microsoft Ads](https://cleandigital.co.uk/microsoft-ads-management). Where account structure or reporting needs independent review, start with our [Google Ads account audit](https://cleandigital.co.uk/ad-account-audit) and [conversion tracking service](https://cleandigital.co.uk/conversion-tracking). Get a free Google Ads audit See client results Google Premier Partner Top 3% of UK Google Ads agencies £160M+ ad spend managed Recent Google Ads result 5.2x return on ad spend [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) £160M+ ad spend managed Top 3% of UK agencies Month-to-month no lock-in Where the money goes ## Most Google Ads budgets carry hidden waste Two things make a Google Ads budget look like it is working when it is not: brand searches that flatter the ROAS figure, and spend that returns nothing at all. A blended report rarely separates them. A senior audit does. 22 % returns nothing 52 % Converting non-brand 26 % Brand demand you already owned 22 % Spend that returns nothing Illustrative split of a typical account. Where the waste hides ### Broad match with stale negatives Spend follows research, off-topic and competitor searches that were never going to buy. ### Performance Max on brand demand With no brand exclusions, Performance Max takes credit for searches you would have won for free. ### Conversion tracking with no values Smart Bidding sees every conversion as equal, so it buys the cheapest ones instead of the profitable ones. ### A thin or disapproved feed Shopping and PMax bid off the feed; weak product data sends budget to items that do not sell. The account ## Five surfaces, one account A Google Ads account is really five different jobs. Each bids on something different and fails in a different way, and all five sit on the same set of inputs. Manage the surfaces in isolation and the inputs decide whether any of it pays back. ### Search Highest intent Bids on Keywords & queries The lever Match types, negatives, brand split [Search campaign management](https://cleandigital.co.uk/search-campaign-management) ### Shopping Ecommerce Bids on Products in the feed The lever Feed quality, margin-aware groups [Google Shopping management](https://cleandigital.co.uk/google-shopping-management) ### Performance Max Automated Bids on Everything, via signals The lever Brand exclusions, asset & budget caps [Performance Max management agency](https://cleandigital.co.uk/performance-max-management) ### Demand Gen Upper funnel Bids on Audience signals The lever Creative tests, measured on pipeline ### YouTube Video Bids on Audiences & placements The lever Sequenced with search, measured on lift All five run on the same inputs Conversion tracking Conversion values Product feed Audiences Budgets Managed vs autopilot ## What changes when the account is actually managed Google’s automation will run an account on its own. It just runs it toward whatever the inputs say is good. The difference between a managed account and an autopilot one comes down to six decisions. ### Match types & negatives On autopilot: Broad match runs unchecked; negative lists go stale. Managed: A match-type strategy with negative lists that stay maintained. ### Conversion tracking On autopilot: Duplicate actions, no values, nothing imported from the CRM. Managed: Deduplicated actions, real values, and offline imports. ### Performance Max On autopilot: Absorbs brand demand and hides where the spend went. Managed: Brand exclusions, asset coverage and search-theme review. ### Shopping feed On autopilot: Disapprovals and thin data cap performance unseen. Managed: Feed fixed and structured by margin and performance. ### Bidding On autopilot: Optimises to conversion count, so customer value drifts down. Managed: Value-based bidding to revenue, leads or bookings. ### Reporting On autopilot: Blended numbers that cannot defend the next budget. Managed: Brand vs non-brand, tied to revenue and ROAS. Google Ads results ## From enquiries to enrolments  Higher Education Arden University Arden University was bidding to enquiries, so Google chased cheap form fills. We imported enrolment outcomes back into the account and moved bidding onto enrolment value, so budget followed the applicants who actually enrolled rather than the ones who just filled in a form. [Read the Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) 5.2x return on ad spend 127% YoY PPC enrolments 28% YoY lead quality More results [ 14:1 ROAS across all paid channels: Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 236% YoY increase in booking revenue: Rabbies](https://cleandigital.co.uk/case-studies/rabbies) [All case studies](https://cleandigital.co.uk/case-studies) Why a specialist PPC agency? ## A senior team, accountable for the spend  0 1 ### Google Premier Partner Top 3% of UK Google Ads partners, with partner-level support and early access to betas. 0 2 ### Senior people on the account Certified specialists who question the spend, rather than a junior rotation learning on your budget. 0 3 ### Employee-owned, Edinburgh A UK Google Ads agency working with clients across Scotland, the wider UK and internationally. 0 4 ### No long-term lock-in Management runs month-to-month, so the work has to keep earning its place. 17 senior specialists across Search, Shopping, Performance Max and feeds. Edinburgh, working UK-wide. A good fit if - Google Ads spend is material and someone is asking what it returned - Search, Shopping and Performance Max budgets are pooled and hard to read - Lead volume looks fine, but sales keeps rejecting what comes in - You need tracking and feeds you can trust as the account scales Probably not if - The only goal is the lowest possible CPC, whatever converts - The budget is too small to fund real testing yet - You cannot share or fix the conversion data - You want guaranteed positions or overnight ROAS promises ## Google Ads agency FAQs What teams ask before they hand over a Google Ads account: cost, audits, Performance Max, Shopping, and whether Google Ads is the right place to start. What does a Google Ads agency do? A Google Ads agency plans, runs and optimises your Google Ads account across Search, Shopping, Performance Max, Demand Gen and YouTube. At Clean Digital that often means cutting wasted spend, fixing conversion tracking and feeds, and steering automation so budget follows the searches and products that actually convert. What will you look for in a Google Ads account audit? The spend you should not keep paying for: weak Search queries, Shopping feed gaps, Performance Max leakage, Demand Gen and YouTube asset issues, bad conversion signals, weak landing-page fit, and reporting that hides lead or revenue quality. Do you manage Performance Max and Shopping campaigns? Yes. Performance Max can scale waste quickly when feed quality, asset coverage, audience signals, conversion value, brand exclusions and search-theme review are weak. Shopping performance often lives in the Merchant Center feed and margin-aware structure rather than the bid alone. What makes Google Ads hard to scale profitably? The usual blockers are weak tracking, broad search coverage, poor feed data, unclear brand/non-brand reporting, low-quality conversions, automation with bad inputs, and landing pages that do not match the searcher intent. How much does Google Ads management cost? There is no honest one-size answer: fees depend on spend level, account complexity, and how much work conversion tracking and structure need for scaling to make sense. The free senior review is the fastest route to an accurate scope, and management runs month-to-month rather than on long-term contracts. How much should I budget for Google Ads? Enough to gather useful conversion data on your core search terms without starving them. For most accounts that means a budget that can absorb 15–30 conversions a month at your industry cost per acquisition. Our free media spend calculator turns a monthly budget into the clicks and leads it should produce, with benchmarks by industry. Are you a Google Ads agency in Edinburgh? Yes. We are an employee-owned Google Ads agency and Google Premier Partner based in Edinburgh. We work with clients across Scotland, the wider UK and internationally. Is Google Ads enough on its own? Sometimes, but not always. If Google Ads is being asked to capture demand that does not exist yet, paid social, programmatic, creative and data work may decide how much demand is available and how well it converts. Are you a Google Premier Partner? Yes. We are a Google Premier Partner in the top 3% of UK Google Ads partners. We have advanced certifications, partner-level Google support and early access to new features and betas. ## Get a free Google Ads account audit A senior specialist goes through your account and comes back with where the budget is leaking, what is worth scaling, and the changes worth making first. You only need to leave an email to start. - Where spend is going to searches and products that never convert - Whether your conversion tracking and values can be trusted - Performance Max and brand-search overlap - Shopping feed quality and margin risk - The three changes worth making in the first month £160M+ ad spend managed 92% client retention 7+ industry awards ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/google-ads-agency#service", "name": "Clean Digital: Google Ads Agency UK", "url": "https://cleandigital.co.uk/google-ads-agency", "description": "UK Google Ads agency and management for Search, Shopping and Performance Max accounts that have to pay back. 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At Clean Digital that often means cutting wasted spend, fixing conversion tracking and feeds, and steering automation so budget follows the searches and products that actually convert." } }, { "@type": "Question", "name": "What will you look for in a Google Ads account audit?", "acceptedAnswer": { "@type": "Answer", "text": "The spend you should not keep paying for: weak Search queries, Shopping feed gaps, Performance Max leakage, Demand Gen and YouTube asset issues, bad conversion signals, weak landing-page fit, and reporting that hides lead or revenue quality." } }, { "@type": "Question", "name": "Do you manage Performance Max and Shopping campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Performance Max can scale waste quickly when feed quality, asset coverage, audience signals, conversion value, brand exclusions and search-theme review are weak. Shopping performance often lives in the Merchant Center feed and margin-aware structure rather than the bid alone." } }, { "@type": "Question", "name": "What makes Google Ads hard to scale profitably?", "acceptedAnswer": { "@type": "Answer", "text": "The usual blockers are weak tracking, broad search coverage, poor feed data, unclear brand/non-brand reporting, low-quality conversions, automation with bad inputs, and landing pages that do not match the searcher intent." } }, { "@type": "Question", "name": "How much does Google Ads management cost?", "acceptedAnswer": { "@type": "Answer", "text": "There is no honest one-size answer: fees depend on spend level, account complexity, and how much work conversion tracking and structure need for scaling to make sense. The free senior review is the fastest route to an accurate scope, and management runs month-to-month rather than on long-term contracts." } }, { "@type": "Question", "name": "How much should I budget for Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Enough to gather useful conversion data on your core search terms without starving them. For most accounts that means a budget that can absorb 15–30 conversions a month at your industry cost per acquisition. Our free media spend calculator turns a monthly budget into the clicks and leads it should produce, with benchmarks by industry." } }, { "@type": "Question", "name": "Are you a Google Ads agency in Edinburgh?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We are an employee-owned Google Ads agency and Google Premier Partner based in Edinburgh. We work with clients across Scotland, the wider UK and internationally." } }, { "@type": "Question", "name": "Is Google Ads enough on its own?", "acceptedAnswer": { "@type": "Answer", "text": "Sometimes, but not always. If Google Ads is being asked to capture demand that does not exist yet, paid social, programmatic, creative and data work may decide how much demand is available and how well it converts." } }, { "@type": "Question", "name": "Are you a Google Premier Partner?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We are a Google Premier Partner in the top 3% of UK Google Ads partners. We have advanced certifications, partner-level Google support and early access to new features and betas." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://cleandigital.co.uk/services" }, { "@type": "ListItem", "position": 3, "name": "Google Ads Agency", "item": "https://cleandigital.co.uk/google-ads-agency" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/google-ads-agency-edinburgh Markdown URL: https://cleandigital.co.uk/google-ads-agency-edinburgh/index.md --- title: "Google Ads Agency Edinburgh | Premier Partner | Clean Digital" description: "Edinburgh Google Ads agency and Google Premier Partner managing Search, Shopping, Performance Max and conversion tracking for Scottish and UK businesses. Free review." canonical: "https://cleandigital.co.uk/google-ads-agency-edinburgh" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Ads agency · Edinburgh, UK # Google Ads agency in Edinburgh Search, Shopping & Performance Max Senior Google Ads specialists in Edinburgh, managing [Google Ads](https://cleandigital.co.uk/google-ads-agency), Shopping, Performance Max and [paid search](https://cleandigital.co.uk/paid-search) for Scottish and UK brands that need fewer wasted clicks, cleaner conversion tracking, and more qualified leads, enrolments, bookings or revenue from the same media budget. Get a free Google Ads review See client results - Google Premier Partner - Senior certified specialists - £160M+ ad spend managed [ Google Ads enrolment case study Arden University Higher Education 127% YoY increase in Google Ads query-tracked enrolments, with 28% higher lead quality. 127% YoY increase in PPC enrolments 28% YoY increase in lead quality 5.2x Return On Ad Spend (ROAS) Read the Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) Google Ads management from Edinburgh ## The account inputs that decide Google Ads performance Search, Shopping and Performance Max only scale when the tracking, feed, query control, bidding signals and landing-page fit are strong enough. That is the work our Edinburgh team checks before asking for more budget. ### Google Search campaigns Account structure, search terms, match types, negative lists, bidding and landing-page fit, so spend follows searches with commercial intent rather than queries that only look busy. [Google Ads management](https://cleandigital.co.uk/google-ads-agency) ### Shopping & Performance Max Feed quality, product segmentation, asset checks and value signals for ecommerce accounts where Shopping and Performance Max need control, not another black box. [Paid search management](https://cleandigital.co.uk/paid-search) ### Conversion tracking & value GA4, Google Tag Manager, offline conversion imports and value-based bidding inputs, so Google Ads can optimise toward revenue, qualified leads, bookings or enrolments. [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) ### Microsoft Ads & channel handoff Microsoft Ads coverage and handoff into paid social or programmatic when the account needs more than Google Search demand, with one commercial view of what is working. [Microsoft Ads management](https://cleandigital.co.uk/microsoft-ads-management) Proof ## Results for Scottish and UK businesses From an Edinburgh travel company to a national garden-centre group and a higher-education provider, Google Ads and paid search work judged on bookings, revenue, enrolments and ROAS, not activity.  Travel & Tourism Rabbies 109% YoY increase in tour bookings 236% YoY increase in booking revenue 17% Higher YoY spend across PPC channels [Read the Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies)  Retail & Garden Dobbies Garden Centres 14:1 ROAS across all paid channels 176% YoY increase in sales through PPC 25% Of online purchases from a last-click paid touch point [Read the Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)  Higher Education Arden University 127% YoY increase in PPC enrolments 28% YoY increase in lead quality 5.2x Return On Ad Spend (ROAS) [Read the Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) [Browse all paid media case studies](https://cleandigital.co.uk/case-studies) Why a specialist Google Ads agency in Edinburgh? ## A senior team, accountable for the spend Clean Digital is an employee-owned, Edinburgh-based Google Ads agency and Google Premier Partner. In practice that means certified specialists questioning wasted spend, weak conversion tracking, Shopping feed problems and Performance Max blind spots, then putting budget behind what genuinely converts.  0 1 ### Google Premier Partner Top 3% of UK Google Ads partners, with partner-level access to support, features and betas across Google and Microsoft Ads. 0 2 ### Senior people, in Edinburgh Certified Google Ads specialists who question wasted spend and weak tracking, people a local client can actually meet, not a junior rotation learning on your budget. 0 3 ### Reporting tied to the decision Monthly reporting built around your next Google Ads budget call: brand vs non-brand, Search vs Shopping, what is worth scaling and what to cut. 0 4 ### Employee-owned An employee-owned agency, so the work has to keep earning its place rather than coasting on a long contract. An [employee-owned](https://cleandigital.co.uk/employee-ownership) Google Ads agency in Edinburgh, 17 specialists running Search, Shopping, Performance Max and paid media for clients across Scotland, the wider UK and international markets. See [who you’d work with](https://cleandigital.co.uk/about). UK Search Awards 2022 European Search Awards 2022 PPC Agency of the Year Digital Excellence Award ## Google Ads agency in Edinburgh: FAQs Where we're based, who we work with, what we manage, and how a free Google Ads review works, for Edinburgh and Scotland businesses comparing specialist Google Ads agencies. Where is Clean Digital based? We are an employee-owned PPC agency based in Edinburgh. We manage Google Ads, paid search and supporting paid media for businesses across Scotland, the wider UK and international markets. Do you only work with Edinburgh businesses? No. Edinburgh is our home and we work with local businesses, but most accounts we run are UK-wide or international. Being Edinburgh-based tends to help local clients who want senior people they can actually meet, without limiting the size or reach of the work. Are you a Google Premier Partner? Yes. We are a Google Premier Partner in the top 3% of UK Google Ads partners. We have partner-level access to Google support, features and betas. What does your Edinburgh PPC team manage? Google Search, Shopping, Performance Max, Demand Gen where it fits, Microsoft Ads, and the conversion tracking and analytics behind them. Where the brief needs it, we connect Google Ads to paid social or programmatic so demand capture, demand creation and measurement reinforce each other rather than compete for credit. How much does PPC management cost in Edinburgh? Fees depend on the account size, spend and scope, and we work month-to-month rather than on long contracts. The usual starting point is a free Google Ads review that shows where budget is leaking and where more would pay back. Can you run Google Ads and paid social together? Yes. Google Ads is often the demand-capture channel, but many accounts also need paid social, programmatic or Microsoft Ads. Where it helps, we manage the wider paid media system so the account is read as one commercial picture rather than separate channel reports. How do we get started? Start with a free Google Ads review. A senior specialist goes through your account and comes back with where the budget is leaking, what is worth scaling, and the changes worth making first, with no obligation, and you keep the findings. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/google-ads-agency-edinburgh#service", "name": "Clean Digital: Google Ads Agency Edinburgh", "url": "https://cleandigital.co.uk/google-ads-agency-edinburgh", "description": "Edinburgh Google Ads agency and Google Premier Partner managing Search, Shopping, Performance Max and conversion tracking for Scottish and UK businesses. Free review.", "serviceType": [ "Google Ads Management", "Google Search Ads Management", "Google Shopping Ads Management", "Performance Max Management", "Google Ads Account Audit", "Conversion Tracking", "Paid Search Management", "Microsoft Ads Management" ], "areaServed": [ { "@type": "City", "name": "Edinburgh" }, { "@type": "AdministrativeArea", "name": "Scotland" }, { "@type": "Country", "name": "United Kingdom" } ], "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/google-ads-agency-edinburgh#webpage" }, "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Clean Digital: Google Ads Agency Edinburgh services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Search Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Shopping Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Performance Max Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Ads Account Audit" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Tracking" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Search Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Microsoft Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Free Google Ads Account Review" } } ] } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Where is Clean Digital based?", "acceptedAnswer": { "@type": "Answer", "text": "We are an employee-owned PPC agency based in Edinburgh. We manage Google Ads, paid search and supporting paid media for businesses across Scotland, the wider UK and international markets." } }, { "@type": "Question", "name": "Do you only work with Edinburgh businesses?", "acceptedAnswer": { "@type": "Answer", "text": "No. Edinburgh is our home and we work with local businesses, but most accounts we run are UK-wide or international. Being Edinburgh-based tends to help local clients who want senior people they can actually meet, without limiting the size or reach of the work." } }, { "@type": "Question", "name": "Are you a Google Premier Partner?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We are a Google Premier Partner in the top 3% of UK Google Ads partners. We have partner-level access to Google support, features and betas." } }, { "@type": "Question", "name": "What does your Edinburgh PPC team manage?", "acceptedAnswer": { "@type": "Answer", "text": "Google Search, Shopping, Performance Max, Demand Gen where it fits, Microsoft Ads, and the conversion tracking and analytics behind them. Where the brief needs it, we connect Google Ads to paid social or programmatic so demand capture, demand creation and measurement reinforce each other rather than compete for credit." } }, { "@type": "Question", "name": "How much does PPC management cost in Edinburgh?", "acceptedAnswer": { "@type": "Answer", "text": "Fees depend on the account size, spend and scope, and we work month-to-month rather than on long contracts. The usual starting point is a free Google Ads review that shows where budget is leaking and where more would pay back." } }, { "@type": "Question", "name": "Can you run Google Ads and paid social together?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Google Ads is often the demand-capture channel, but many accounts also need paid social, programmatic or Microsoft Ads. Where it helps, we manage the wider paid media system so the account is read as one commercial picture rather than separate channel reports." } }, { "@type": "Question", "name": "How do we get started?", "acceptedAnswer": { "@type": "Answer", "text": "Start with a free Google Ads review. A senior specialist goes through your account and comes back with where the budget is leaking, what is worth scaling, and the changes worth making first, with no obligation, and you keep the findings." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "PPC Agency Edinburgh", "item": "https://cleandigital.co.uk/ppc-agency-edinburgh" }, { "@type": "ListItem", "position": 3, "name": "Google Ads Agency Edinburgh", "item": "https://cleandigital.co.uk/google-ads-agency-edinburgh" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/google-shopping-management Markdown URL: https://cleandigital.co.uk/google-shopping-management/index.md --- title: "Google Shopping Management | Product Feed Experts | Clean Digital" description: "Google Shopping management covering feed titles and attributes, Merchant Center diagnostics, CSS and margin-aware structures across Shopping and Performance Max." canonical: "https://cleandigital.co.uk/google-shopping-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Google Shopping & product feed management In Shopping, the product feed decides which searches you appear for. We fix product data, listing-group structure and margin-aware budget splits so your Shopping spend follows the products that actually sell, as part of how we run client [Google Ads management](https://cleandigital.co.uk/google-ads-agency) and [paid search](https://cleandigital.co.uk/paid-search). Get a free feed review £160M+ in ad spend managed One product, before and after enrichment Google matches products to searches from the data you send. Enrichment changes which auctions you can enter. As exported from the site Walking Boots no GTIN no colour no size generic product type After feed enrichment Merrell Moab 3 GTX Walking Boots, Men’s, Waterproof, Olive, UK 8–12 GTIN matched brand + MPN colour and size variants granular product type Most underperforming Shopping accounts do not have a bidding problem, they have a feed problem. Google decides which queries your products show for from the product data you send, not from keywords you choose. Thin titles, missing identifiers and one undifferentiated "all products" campaign quietly cap how often you appear and push budget to the wrong SKUs. Get the feed right and impression share, relevance and return move before you touch a bid. ## Product feed optimisation and enrichment There are no keywords in Shopping. The product feed decides which searches you appear for, what the ad shows and what you pay, and the same feed now powers Performance Max, free listings and the AI shopping surfaces beyond Google. This is where we spend our time, with a toolkit built for it. ### Title and attribute optimisation Titles rewritten around how buyers actually search: brand, product type, model, size, colour and material in the order that wins the query. Attributes filled to the maximum Google will read, because every empty field is an auction not entered. ### AI-assisted enrichment with FeedGen For large catalogues we use FeedGen, Google's open-source feed-enrichment tool from the Google Marketing Solutions team, to generate improved titles, descriptions and missing attributes from existing product data at catalogue scale. Every generated change is reviewed before it ships, so the AI does the volume and a specialist keeps the judgement. ### Feed rules and supplemental feeds Source data is rarely perfect, and replatforming to fix it is rarely justified. Merchant Center feed rules and supplemental feeds patch identifiers, normalise values and add custom labels without touching the site, which keeps enrichment fast and reversible. ### Identifier hygiene GTINs, MPNs and brand values checked and corrected across the catalogue. Wrong or missing identifiers quietly remove products from eligibility, and they are one of the most common faults we find in a first feed audit. ### Custom labels for commercial control Margin bands, stock priority, seasonality and bestseller flags applied as custom labels, so campaign structure can follow the commercial plan: protect the lines that make money, clear the lines that need to move. ### Monitoring, not set-and-forget Feeds break silently: a site update renames a field, prices drift out of sync, availability lags. We monitor item-level disapprovals, price and availability mismatches and coverage drops so problems are fixed before they cost a weekend of sales. The feed work compounds: cleaner data improves [Performance Max](https://cleandigital.co.uk/performance-max-management) retail serving, free listings and even how products surface in [AI shopping results](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping), from the same enrichment effort. ## Fixing Merchant Center errors and disapprovals Merchant Center is where Shopping accounts quietly lose money. Diagnostics get checked as routine, because each fault class below caps the account in a way no bid change can fix. Deeper Merchant Center work has its own page: [Merchant Center management](https://cleandigital.co.uk/merchant-center-management). ### Item disapprovals Policy flags, image issues, missing required attributes or mismatched product data. Why it matters: Every disapproved product is a product with zero impressions. Reinstating them recovers revenue that never shows up as a "problem" in campaign reports. ### Price and availability mismatches The feed says one price, the landing page says another, usually a sync-timing or currency formatting fault. Why it matters: Google suspends items, or eventually accounts, for persistent mismatches. Automatic item updates and tighter sync schedules keep eligibility safe. ### Weak product type and category data Products lumped under generic categories, or google_product_category left to guesswork. Why it matters: Better query matching and cleaner campaign segmentation, so reporting can say which ranges make money. ### Account-level warnings Missing shipping and returns settings, unverified details, or policy issues on the site itself. Why it matters: These escalate to suspensions if ignored. Resolving them early is cheap; recovering a suspended Merchant Center is not. ## Google Shopping campaign structure Once the feed is right, structure decides how well it converts to profit. These are the calls we make with you, and the reasoning behind each. 01 ### Standard Shopping, Performance Max, or both Standard Shopping keeps query-level control, bid control and clean reporting. Performance Max extends the same feed across YouTube, Display, Gmail and Discover in exchange for less control. Most retail accounts run both: Standard Shopping where control earns money on key lines, PMax for incremental reach, with brand exclusions so neither takes credit for demand you already owned. [Performance Max management](https://cleandigital.co.uk/performance-max-management) 02 ### Buy clicks through a CSS partner Eligible advertisers can run Shopping through a Comparison Shopping Service. We review whether Gander, Clean Digital's CSS, is suitable and confirm the current commercial terms before any account change. [Gander Comparison Shopping Service](https://cleandigital.co.uk/comparison-shopping-service) 03 ### Point budget at margin A blended target starves the products that make money and feeds the ones that only look good. Custom labels split the catalogue by margin band, stock priority and lifecycle, values flow into bidding from accurate conversion tracking, and listing groups let budget follow contribution. That is how Shopping supports profit rather than a vanity return figure. [Conversion tracking for real values](https://cleandigital.co.uk/conversion-tracking) ## What we manage - Merchant Center Next setup and disapproval fixes - Product title and description optimisation - GTIN, MPN, brand and identifier hygiene - Feed rules and supplemental feeds - Listing-group structure by product and margin - Margin-aware and new-customer budget splits - Comparison Shopping Service (CSS) eligibility review - Shopping, Performance Max and free listings ## Results we actually manage [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Go deeper - [Clean Digital PPC best practice: Google Shopping Our practitioner guide to running Google Shopping well.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-google-shopping) - [CSS: all you need to know about Comparison Shopping Services Where a CSS partner fits in a Google Shopping setup.](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) - [Google Shopping vehicle listings A worked example of feed-led Shopping for automotive.](https://cleandigital.co.uk/blog/google-shopping-vehicle-listings-rev-up-your-automotive-business) - [Get your products into ChatGPT Shopping How clean feeds feed newer AI shopping surfaces.](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) ## Related services & tools - [Google Ads management The full Google-side service this sits within.](https://cleandigital.co.uk/google-ads-agency) - [Comparison Shopping Service (CSS) Review whether Gander, Clean Digital's CSS, is suitable for the account.](https://cleandigital.co.uk/comparison-shopping-service) - [Performance Max management for ecommerce Control where Shopping inventory runs.](https://cleandigital.co.uk/performance-max-management) - [Paid search management The wider PPC programme.](https://cleandigital.co.uk/paid-search) - [Conversion tracking & measurement Accurate revenue values for bidding.](https://cleandigital.co.uk/conversion-tracking) - [Media spend calculator Plan a Shopping budget first.](https://cleandigital.co.uk/tools/media-spend-calculator) ## Common questions What teams ask about google shopping & feed before they hand over an account. Is the problem usually the bids or the feed? In most underperforming Shopping accounts it is the feed. Google matches your products to queries using the product data you send, so weak titles, missing identifiers and an undifferentiated structure cap performance before bidding has any say. We fix the data first, then optimise budget allocation. Do I need a Comparison Shopping Service (CSS)? For eligible ecommerce advertisers, a CSS can affect the effective cost of Shopping traffic. We review the account, current Google terms and Gander's commercial terms before recommending a switch. Should ecommerce run Shopping or Performance Max? Usually both, with clear controls. Performance Max carries Shopping inventory across Google's surfaces, but it needs brand exclusions, strong assets and honest reporting so it is not just harvesting brand demand. We manage standard Shopping and Performance Max together rather than treating them as either/or. What makes a good product title? A title matched to how people actually search. For high-intent products we lead with model, part number or SKU, then brand and key descriptors. For general products we front-load brand, product type and attributes like size and colour. It should read naturally and avoid keyword stuffing. Do GTINs and identifiers really matter? Yes. Correct GTINs, MPNs and brand let Google identify your products and show them accurately, and missing identifiers are a frequent reason products stop serving or lose eligibility. Where source data is incomplete we patch it with supplemental feeds and feed rules. How do you decide which products get budget? By contribution, not just headline ROAS. We structure listing groups so spend can follow margin, stock priority and bestsellers, and we separate genuinely new revenue from demand you would have captured anyway, so the account is optimised for profit rather than vanity return. How do you enrich a product feed at scale? With Merchant Center feed rules and supplemental feeds for corrections that should not wait for site changes, and with FeedGen, Google's open-source feed enrichment tool, for AI-assisted title, description and attribute improvements across large catalogues. Every generated change is reviewed by a specialist before it ships, and we measure the impression and click impact of enrichment batches so the work is accountable. Can you fix Merchant Center disapprovals and suspensions? Yes. Item disapprovals, price and availability mismatches, missing identifiers and account-level policy warnings are diagnosed and fixed as standard, and we monitor diagnostics continuously afterwards. 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We manage standard Shopping and Performance Max together rather than treating them as either/or." } }, { "@type": "Question", "name": "What makes a good product title?", "acceptedAnswer": { "@type": "Answer", "text": "A title matched to how people actually search. For high-intent products we lead with model, part number or SKU, then brand and key descriptors. For general products we front-load brand, product type and attributes like size and colour. It should read naturally and avoid keyword stuffing." } }, { "@type": "Question", "name": "Do GTINs and identifiers really matter?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Correct GTINs, MPNs and brand let Google identify your products and show them accurately, and missing identifiers are a frequent reason products stop serving or lose eligibility. Where source data is incomplete we patch it with supplemental feeds and feed rules." } }, { "@type": "Question", "name": "How do you decide which products get budget?", "acceptedAnswer": { "@type": "Answer", "text": "By contribution, not just headline ROAS. We structure listing groups so spend can follow margin, stock priority and bestsellers, and we separate genuinely new revenue from demand you would have captured anyway, so the account is optimised for profit rather than vanity return." } }, { "@type": "Question", "name": "How do you enrich a product feed at scale?", "acceptedAnswer": { "@type": "Answer", "text": "With Merchant Center feed rules and supplemental feeds for corrections that should not wait for site changes, and with FeedGen, Google's open-source feed enrichment tool, for AI-assisted title, description and attribute improvements across large catalogues. Every generated change is reviewed by a specialist before it ships, and we measure the impression and click impact of enrichment batches so the work is accountable." } }, { "@type": "Question", "name": "Can you fix Merchant Center disapprovals and suspensions?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Item disapprovals, price and availability mismatches, missing identifiers and account-level policy warnings are diagnosed and fixed as standard, and we monitor diagnostics continuously afterwards. Persistent mismatches are the usual road to suspension, so prevention is part of the service rather than an emergency callout." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/lead-generation-ppc Markdown URL: https://cleandigital.co.uk/lead-generation-ppc/index.md --- title: "Lead Generation PPC Agency UK | Built for Sales | Clean Digital" description: "UK lead generation PPC agency and Google Premier Partner. We feed CRM and lead-quality data into Google Ads so bidding chases the leads that close." canonical: "https://cleandigital.co.uk/lead-generation-ppc" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · UK Search Awards Winner · Edinburgh, UK # Lead generation PPC agency PPC that turns form fills into sales Clean Digital runs lead generation PPC for Google Ads and Microsoft Ads accounts where a lead is not the same as a sale. We feed CRM status and lead-quality data back into the account, so bidding optimises towards the leads that become customers and reporting shows pipeline instead of form-fill counts. Get a free senior PPC review Reply within one working day · no obligation 127% YoY increase in PPC enrolments, Arden University 28% YoY increase in lead quality, Arden University 92% client retention · £160M+ ad spend managed · 7+ industry awards · 12:1 average ROI Paid search accounts managed by Clean Digital ## Why lead gen accounts lose money after the click Most lead gen accounts are optimised to the wrong finish line. Google Ads sees a form fill and counts it as a win, but the sale happens days or weeks later in a CRM the account cannot see. So bidding gets better and better at producing leads the sales team rejects. Three patterns show up in almost every lead gen account we take over. ### Optimising to form fills, not customers The lever → When every form fill counts as one conversion with no value, Smart Bidding spends more to find more form fills, regardless of whether they ever become customers. The fix → Feed lead-quality and CRM status back into the account as conversion values, so bidding optimises towards leads that turn into revenue. ### Cheap leads that cost more customers The lever → Cost per lead looks great while cost per actual customer keeps climbing, because the cheapest leads are often the lowest quality. The fix → Optimise to qualified leads and pipeline value rather than raw volume, so the account is judged on sales won, not forms submitted. ### A tracking gap between the form and the sale The lever → Without offline conversion imports, the account has no idea which keywords, ads and campaigns produced the deals that actually closed. The fix → Offline conversion tracking that ties closed revenue back to the original click, so reporting and bidding both run on real outcomes. ## Where lead gen budget leaks When the lead count looks healthy but sales keeps rejecting what comes in, the budget is usually going to one of these four problems. Every engagement starts with a senior audit that shows exactly where the money went. ### Leads the sales team cannot use The report shows plenty of leads, but most get rejected. The fix → Lead-quality data fed back as conversion values, so bidding targets the leads that convert. ### Spend going to low-intent searches Broad match and weak negatives pull in researchers and job seekers, not buyers. The fix → A match-type strategy and maintained negative lists, so budget concentrates on commercial intent. ### No line of sight from keyword to closed deal Decisions are made on form fills because the sale is invisible to the account. The fix → Offline conversion imports that connect closed revenue to the original click. ### Brand searches flattering the results Brand and non-brand reported together make ROAS look strong, hiding flat non-brand growth. The fix → Brand and non-brand split into separate campaigns and targets, so you can see genuinely new pipeline. Spend by lead source Sample output | Lead source | Spend | Leads | Qualified | Closed | Call | | --- | --- | --- | --- | --- | --- | | Non-brand, high intent | £3,400 | 48 | 31 | 9 | Scale | | Brand | £1,100 | 22 | 18 | 6 | Keep | | Broad, low intent | £2,600 | 90 | 7 | 1 | Cut | | Free-resource seekers | £980 | 64 | 2 | 0 | Cut | Illustrative example. Your audit is built from your own lead, CRM and revenue data. ## A senior team accountable for the pipeline Clean Digital is a Google Premier Partner, in the top 3% of UK Google Ads agencies. For a lead gen account that means certified specialists working across the conversion tracking, the CRM feedback loop and the bidding, not a junior rotation chasing cheap form fills. 0 1 ### Google Premier Partner Partner-level access to features and betas across Google and Microsoft Ads. 0 2 ### Senior people on the account Specialists who question lead quality and weak tracking, not just cost per lead. 0 3 ### Reporting tied to the next decision Reporting built around pipeline and closed revenue, brand vs non-brand, what to scale and what to cut. 0 4 ### Employee-owned, Edinburgh 18 specialists running paid search for lead gen clients across Scotland, the wider UK and international markets. ## Lead generation PPC, step by step No long-term contracts. We run month-to-month, so you are never locked in. We cut the waste first, connect the data to your sales outcomes, then move budget to the leads that close. Step 1 ### Find where the money goes A senior audit of search terms, match types, brand dependency, conversion tracking and the gap between leads and sales, with no changes until the priorities are agreed. - Waste map: spend producing leads the sales team rejects - Tracking integrity check: duplicates, values, offline gaps - Agreed priority order, in plain English Step 2 ### Cut the waste, connect the data The early focus is usually cutting low-intent spend and building the CRM feedback loop. - Negative lists and query controls live - Conversion tracking rebuilt: deduped, valued, with offline imports - Lead-quality and CRM status fed back into the account Step 3 ### Move budget to what closes With real outcomes in the account, budget moves to the search terms and audiences that produce qualified pipeline. - Value-based bidding tied to qualified leads or closed revenue - Structured tests on ads, landing pages and bid strategies - Monthly reporting built around the next budget decision Step one is the same free senior review we offer, with no obligation to continue. ## View our lead generation PPC case studies [ 127% YoY increase in PPC enrolments Arden University Value-based bidding tied to enrolments rather than enquiries, so spend followed the applicants who actually enrolled, with a 28% lift in lead quality alongside it. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) 28% YoY increase in lead quality Arden University The same approach, value-based bidding tied to qualified leads and closed revenue, applies whatever you sell. The free senior review shows what it would look like on your own CRM and sales data. [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Is a specialist lead generation PPC agency worth it? Worth a conversation if - Paid search spend is commercially material and someone is asking what it actually returned - Lead volume looks fine in the report but sales keeps rejecting what comes in - You can connect, or are willing to connect, CRM or sales-stage data back to the account - You need a forecast and budget split ready for the next planning cycle Probably not a fit if - You need a first-ever campaign and the budget is still too small to fund real testing - Price is the only criterion on the agency shortlist - You cannot share or fix the lead and CRM data, so there is no reliable way to optimise - You want guaranteed lead volumes or overnight results; we do not sell either ## Related PPC services [Conversion tracking & measurement Offline imports and CRM feedback so the account sees real sales.](https://cleandigital.co.uk/conversion-tracking) [Performance Max management for lead generation Qualified-lead data and placement controls for PMax campaigns.](https://cleandigital.co.uk/performance-max-management) [Search campaign management Query-level control so budget meets commercial intent.](https://cleandigital.co.uk/search-campaign-management) [Microsoft Ads management Incremental B2B demand via LinkedIn profile targeting.](https://cleandigital.co.uk/microsoft-ads-management) [Data & analytics The team that builds the tracking and reporting behind this.](https://cleandigital.co.uk/data-and-analytics) [Ecommerce PPC The same senior team, for accounts where every click is revenue.](https://cleandigital.co.uk/ecommerce-ppc) [Paid search management for lead generation The wider PPC programme across Google and Microsoft.](https://cleandigital.co.uk/paid-search) ## FAQs Common questions lead gen teams ask before handing a Google Ads or Microsoft Ads account to an agency. How is lead gen PPC different from ecommerce PPC? In ecommerce, revenue is measurable the moment someone buys. In lead gen, a form fill is not revenue, the sale closes later in a CRM. The work is mostly about connecting that sales outcome back to the account so bidding can chase customers, not clicks. Do I need to share CRM data? The best results come from feeding lead-quality or CRM status back into Google Ads. It is possible to make progress without it, but the account will keep optimising towards form fills until it can see what happens after them. What is offline conversion tracking? It is the import that ties a closed deal back to the original click, so Google Ads learns which keywords and ads produce customers rather than just enquiries. Do you manage Microsoft Ads as well as Google? Yes. Microsoft Ads can add incremental search demand, usually set up with its own budgets, audiences and reporting rather than copied across from Google. How much does it cost? There is no honest one-size answer: fees depend on spend level, channel mix and how much work conversion tracking and CRM feedback need. The free senior review is the fastest route to an accurate scope. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/lead-generation-ppc#service", "name": "Clean Digital - Lead generation PPC agency", "url": "https://cleandigital.co.uk/lead-generation-ppc", "description": "UK lead generation PPC agency and Google Premier Partner. We feed CRM and lead-quality data into Google Ads so bidding chases the leads that close.", "serviceType": [ "PPC Management", "Google Ads Management", "Microsoft Ads Management", "Paid Search Management" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/lead-generation-ppc#webpage" }, "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Clean Digital - Lead generation PPC agency services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "PPC Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Microsoft Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "PPC Account Audits" } } ] } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 3, "name": "Lead generation PPC agency", "item": "https://cleandigital.co.uk/lead-generation-ppc" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How is lead gen PPC different from ecommerce PPC?", "acceptedAnswer": { "@type": "Answer", "text": "In ecommerce, revenue is measurable the moment someone buys. In lead gen, a form fill is not revenue, the sale closes later in a CRM. The work is mostly about connecting that sales outcome back to the account so bidding can chase customers, not clicks." } }, { "@type": "Question", "name": "Do I need to share CRM data?", "acceptedAnswer": { "@type": "Answer", "text": "The best results come from feeding lead-quality or CRM status back into Google Ads. It is possible to make progress without it, but the account will keep optimising towards form fills until it can see what happens after them." } }, { "@type": "Question", "name": "What is offline conversion tracking?", "acceptedAnswer": { "@type": "Answer", "text": "It is the import that ties a closed deal back to the original click, so Google Ads learns which keywords and ads produce customers rather than just enquiries." } }, { "@type": "Question", "name": "Do you manage Microsoft Ads as well as Google?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Microsoft Ads can add incremental search demand, usually set up with its own budgets, audiences and reporting rather than copied across from Google." } }, { "@type": "Question", "name": "How much does it cost?", "acceptedAnswer": { "@type": "Answer", "text": "There is no honest one-size answer: fees depend on spend level, channel mix and how much work conversion tracking and CRM feedback need. The free senior review is the fastest route to an accurate scope." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/linkedin-ads-agency Markdown URL: https://cleandigital.co.uk/linkedin-ads-agency/index.md --- title: "LinkedIn Ads Agency | B2B Lead Generation Campaigns" description: "LinkedIn Ads agency support for B2B lead generation, Sponsored Content, Lead Gen Forms, targeting, CRM feedback, pipeline reporting and paid social strategy." canonical: "https://cleandigital.co.uk/linkedin-ads-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # LinkedIn Ads agency LinkedIn clicks are expensive, so the targeting, offer and CRM feedback loop need to be precise. We manage LinkedIn Ads for B2B campaigns where lead quality matters more than form volume. [LinkedIn lead generation](https://cleandigital.co.uk/linkedin-lead-generation) [B2B PPC](https://cleandigital.co.uk/b2b-ppc-agency) ## Targeting is only useful with lead quality The campaign should optimise toward accepted leads and pipeline rather than lead form volume alone. ## LinkedIn Ads management scope Audience design using job title, function, seniority, industry and company attributes Sponsored Content and Lead Gen Form testing Offer and landing page review for high-cost B2B traffic CRM feedback to measure accepted leads and pipeline quality Budget control across LinkedIn, Google Ads and Microsoft Ads Reporting by audience, offer and sales-stage outcome ## Audience design before campaign setup LinkedIn targeting can look precise while still wasting spend. We check whether the selected audience can actually buy, influence or qualify the offer. ### Buying committee Decision-makers, influencers and practitioners are separated where the offer, message or sales follow-up differs. ### Company fit Industry, company size, region and account lists are checked against the commercial value of the market. ### Exclusions Customers, competitors, poor-fit segments and irrelevant job functions are excluded where the data supports it. ## Offer checks for high-cost traffic The offer gives the buyer a reason to exchange contact details at LinkedIn CPCs The landing page or Lead Gen Form sets the right expectation before sales follow-up The creative explains the commercial problem in the language the audience uses internally The test has enough budget and time to judge audience-message fit Sales feedback is available quickly enough to stop poor-fit leads consuming budget ## Reporting past the form fill ### Lead volume Useful for pacing and form diagnostics, but not enough to judge LinkedIn spend. ### Accepted leads Shows whether the targeting and offer are creating conversations sales can work. ### Pipeline signals Helps decide whether LinkedIn should scale, narrow its audience or change the offer. ## Questions before LinkedIn spend scales LinkedIn usually needs a tighter sales feedback loop than cheaper channels. The first review should show whether the issue is audience, offer, creative, form quality or sales qualification. [Get a paid media review](https://cleandigital.co.uk/ad-account-audit) ### When is LinkedIn Ads worth the cost? LinkedIn is worth testing when the account value, sales cycle and audience specificity justify higher CPCs. The offer and CRM feedback loop need to be strong enough to judge quality quickly. ### Do you use Lead Gen Forms or landing pages? Both can work. Lead Gen Forms reduce friction, while landing pages often qualify intent more clearly. We choose based on offer, sales follow-up and data quality. ### Can LinkedIn connect with Google Ads activity? Yes. LinkedIn can create or qualify demand while Google Ads captures active search. Reporting should show how the channels work together rather than judging them in isolation. ```json [ { "@context": "https://schema.org", "@type": "Service", "name": "LinkedIn Ads agency", "url": "https://cleandigital.co.uk/linkedin-ads-agency", "description": "LinkedIn Ads agency support for B2B lead generation, Sponsored Content, Lead Gen Forms, targeting, CRM feedback, pipeline reporting and paid social strategy.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "LinkedIn Ads management", "B2B paid social", "LinkedIn lead generation" ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "When is LinkedIn Ads worth the cost?", "acceptedAnswer": { "@type": "Answer", "text": "LinkedIn is worth testing when the account value, sales cycle and audience specificity justify higher CPCs. The offer and CRM feedback loop need to be strong enough to judge quality quickly." } }, { "@type": "Question", "name": "Do you use Lead Gen Forms or landing pages?", "acceptedAnswer": { "@type": "Answer", "text": "Both can work. Lead Gen Forms reduce friction, while landing pages often qualify intent more clearly. We choose based on offer, sales follow-up and data quality." } }, { "@type": "Question", "name": "Can LinkedIn connect with Google Ads activity?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. LinkedIn can create or qualify demand while Google Ads captures active search. Reporting should show how the channels work together rather than judging them in isolation." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/linkedin-lead-generation Markdown URL: https://cleandigital.co.uk/linkedin-lead-generation/index.md --- title: "LinkedIn Lead Generation | B2B Paid Social Campaigns" description: "LinkedIn lead generation support for B2B campaigns, covering audience design, Lead Gen Forms, offer testing, CRM feedback and sales-stage reporting." canonical: "https://cleandigital.co.uk/linkedin-lead-generation" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # LinkedIn lead generation LinkedIn can produce high-value B2B opportunities when the audience, offer and sales feedback loop are built around lead quality. We manage LinkedIn lead generation campaigns with CRM reporting that shows which segments sales can progress. [Discuss LinkedIn lead generation](https://cleandigital.co.uk/contact) [See lead quality results](https://cleandigital.co.uk/case-studies/arden-university) ## Lead quality has to be designed before launch LinkedIn targeting can reach the right companies, but campaign economics break when the form, offer and CRM stages are judged only by submission count. Audience Matched to sales criteria Offer Tested by buyer stage Outcome Tracked into pipeline ## When LinkedIn lead generation fits LinkedIn is strongest when the business can define a valuable audience and give the campaign sales-stage feedback. These inputs set the economic limits before media spend grows. ### A defined buying group Sales can identify the companies, functions, seniority levels and buying roles that are most likely to progress. ### Sufficient customer value The contract value, gross margin or lifetime value can support LinkedIn click costs and the full sales cycle. ### A useful reason to respond The campaign has an offer that matches the buyer stage, such as a consultation, benchmark, event, guide or product conversation. ### Sales-stage feedback Marketing can receive lead status, opportunity and revenue feedback quickly enough to change targeting and spend. ## Campaign mechanics that affect lead quality Targeting precision alone cannot protect performance. Audience construction, response route, creative and follow-up need to support the same lead standard. ### Native audience criteria Job function, seniority, skills, industry and company size are combined around a documented buyer profile. Which parts of the addressable market justify a separate audience and message. ### Matched Audiences Company lists, contact lists, site visitors and engagement audiences are checked, matched and excluded where appropriate. Whether account-based, prospecting and remarketing activity need different budgets and offers. ### Lead Gen Forms Form fields, qualifying questions, privacy text, thank-you action and CRM hand-off are reviewed before launch. How much friction is needed to reduce poor-fit submissions without blocking useful prospects. ### Landing pages Message match, proof, form length, mobile experience and follow-up expectations are checked against the advert. Whether a landing page gives sales a stronger intent signal than a native form. ### Creative and offer tests Audience, message, format and offer variables are separated so each test can produce a clear next action. Which commercial problem and proof point earn attention from the selected buying role. ## What we check before scaling LinkedIn lead gen The campaign needs an agreed lead standard and enough feedback to show when a lower cost per lead is hiding poor company fit or weak purchase intent. [Review LinkedIn Ads management](https://cleandigital.co.uk/linkedin-ads-agency) Job titles, functions, seniority and company lists matched to the sales team profile Lead Gen Form questions set up to reduce poor-fit enquiries before sales follow-up Landing page and content offers reviewed against the cost of LinkedIn traffic CRM feedback used to separate accepted leads, opportunities and closed revenue Retargeting planned around buying-stage behaviour instead of broad remarketing lists ## From form submission to revenue Platform conversions show response volume. Sales-stage data shows whether the campaign creates commercial value and where the targeting or offer needs to change. ### Submission Did the form, landing page and tracking create a complete record with the required consent and campaign source? ### Accepted lead Did sales confirm that the company, role, need and timing meet the agreed lead standard? ### Opportunity Which audience, advert and offer combinations created a qualified sales opportunity? ### Revenue Which campaigns influenced closed revenue, and what does that mean for allowable cost per lead? Clean Digital's [data and analytics team](https://cleandigital.co.uk/data-and-analytics) can help connect campaign source, CRM stages and reporting when the current process stops at the form. ## How the campaign is managed Each phase creates a specific decision for marketing and sales. The account can then change based on lead quality rather than waiting for a quarterly review. 1. 01 ### Agree the lead standard Marketing and sales define the company, role, need and buying-stage criteria used to judge the campaign. 2. 02 ### Map audience and offer Native targeting, account lists, exclusions, creative and the response route are structured around that standard. 3. 03 ### Launch a controlled test Budgets and variables are kept clear enough to identify whether the issue sits with audience, message, offer or form. 4. 04 ### Use sales outcomes Accepted leads, opportunities and revenue guide the next audience, creative and budget decision. ### Audience Fit We map who sales can actually convert, then translate that into LinkedIn targeting, exclusions and account lists. ### Offer Match We test whether the audience needs a demo, audit, guide, benchmark, webinar or lower-friction conversation. ### Sales Feedback We judge campaigns by accepted leads and pipeline movement, so expensive clicks are not protected by form volume. ## Proof tied to lead quality Our [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) records 127% growth in PPC enrolments and 28% higher lead quality across a wider paid media programme. It shows the measurement standard we apply when the form submission is only the first commercial stage. LinkedIn can also support a broader [paid social strategy](https://cleandigital.co.uk/paid-social) when several channels address the same buying group. ### Bring the lead and pipeline data We can review the current account, offer, form setup, audience logic and sales-stage outcomes before proposing the next test. [Talk to Clean Digital](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "LinkedIn lead generation", "url": "https://cleandigital.co.uk/linkedin-lead-generation", "description": "LinkedIn lead generation support for B2B campaigns, covering audience design, Lead Gen Forms, offer testing, CRM feedback and sales-stage reporting.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "areaServed": "GB", "serviceType": [ "LinkedIn lead generation", "B2B paid social", "LinkedIn Ads management" ] } ``` --- Source URL: https://cleandigital.co.uk/merchant-center-management Markdown URL: https://cleandigital.co.uk/merchant-center-management/index.md --- title: "Merchant Center Management | Google Shopping Feed Support" description: "Merchant Center management for ecommerce PPC: feed diagnostics, product disapprovals, shipping, tax, policies, Shopping campaigns, Performance Max and CSS readiness." canonical: "https://cleandigital.co.uk/merchant-center-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Merchant Center management Merchant Center issues limit Shopping and Performance Max before media spend can do its job. We manage the feed, diagnostics and policy work that keeps ecommerce campaigns eligible and measurable. [Feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) [CSS service](https://cleandigital.co.uk/comparison-shopping-service) ## Diagnostics are commercial signals A disapproval, shipping mismatch or feed warning can remove products from the auction. Merchant Center needs the same attention as campaign structure. ## What management covers Merchant Center diagnostics reviewed and prioritised by commercial impact Product disapprovals, warnings and limited-serving issues investigated Feed source, schedule, attributes and landing page consistency checked Shipping, returns, tax and policy requirements reviewed Google Ads and Merchant Center linking checked for Shopping and PMax CSS setup considered where it matches the ecommerce strategy ## Issues are prioritised by commercial impact Merchant Center can surface dozens of warnings. The useful question is which warnings block important products, distort reporting or limit campaign growth. ### Product disapprovals Policy, landing page, GTIN, image, price and availability issues are separated so the highest-value affected products are handled first. ### Feed quality Titles, product types, identifiers, custom labels and margin signals are checked against Shopping and Performance Max campaign structure. ### Account settings Shipping, tax, returns, website claim, automatic updates and Google Ads links are reviewed before campaign changes are treated as the fix. ## Feed checks before campaign changes Product titles reflect the search language buyers use, not only internal catalogue names GTIN, brand, MPN and item group IDs are present where the product data supports them Custom labels make margin, stock, seasonality or priority usable inside Google Ads Landing page price, availability and variant information match submitted feed values Shipping and returns settings are complete enough to avoid avoidable eligibility issues ## How Merchant Center affects paid media ### Shopping campaigns Feed structure affects query matching, product coverage, product group control and budget allocation. ### Performance Max Asset groups, listing groups and product exclusions only work properly when Merchant Center data is clean. ### CSS readiness Comparison Shopping Service eligibility and commercial terms are reviewed before a switch is recommended. ## Start with product eligibility and feed quality If key products cannot enter the auction, campaign optimisation is working around a data problem. A focused review shows which feed or account issues should be fixed before more budget goes into Shopping or PMax. [Google Shopping management](https://cleandigital.co.uk/google-shopping-management) [PMax management](https://cleandigital.co.uk/performance-max-management) ### Do you fix Merchant Center without managing Google Ads? We can review and fix Merchant Center issues as a focused project, but feed quality is usually most valuable when it connects directly to Shopping and Performance Max management. ### What should be prioritised first? We prioritise issues by affected revenue, product importance and auction eligibility. A low-value warning should not take priority over disapproved bestsellers. ### Can this improve Performance Max? Yes. PMax depends heavily on product data. Better feed attributes, cleaner exclusions and clearer product grouping make campaign decisions easier to control and report. ```json [ { "@context": "https://schema.org", "@type": "Service", "name": "Merchant Center management", "url": "https://cleandigital.co.uk/merchant-center-management", "description": "Merchant Center management for ecommerce PPC: feed diagnostics, product disapprovals, shipping, tax, policies, Shopping campaigns, Performance Max and CSS readiness.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Merchant Center management", "Google Shopping support", "Ecommerce PPC" ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Do you fix Merchant Center without managing Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "We can review and fix Merchant Center issues as a focused project, but feed quality is usually most valuable when it connects directly to Shopping and Performance Max management." } }, { "@type": "Question", "name": "What should be prioritised first?", "acceptedAnswer": { "@type": "Answer", "text": "We prioritise issues by affected revenue, product importance and auction eligibility. A low-value warning should not take priority over disapproved bestsellers." } }, { "@type": "Question", "name": "Can this improve Performance Max?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. PMax depends heavily on product data. Better feed attributes, cleaner exclusions and clearer product grouping make campaign decisions easier to control and report." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/microsoft-ads-management Markdown URL: https://cleandigital.co.uk/microsoft-ads-management/index.md --- title: "Microsoft Ads Management (Bing) | Clean Digital" description: "Microsoft Ads management for advertisers who want the extra, often cheaper search demand most accounts ignore. Run as its own channel with its own budgets, LinkedIn profile targeting, audiences and reporting, not a copy of Google." canonical: "https://cleandigital.co.uk/microsoft-ads-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Microsoft Ads management Microsoft Ads reaches additional UK search demand across Bing, Edge and Copilot. Clean Digital manages the channel separately from Google Ads. We repair imports, configure UET and offline conversion tracking, and apply eligible LinkedIn profile targeting. Separate reports show the leads and revenue attributed to Microsoft. The service can sit within our [paid search management across Google and Microsoft Ads](https://cleandigital.co.uk/paid-search). Request a Microsoft Ads account review £160M+ in agency-wide ad spend managed oak dining table On Google On Bing, Edge and Copilot Microsoft search ad placement A separate auction with its own bids, budgets and search-term data. Bing, Edge and Copilot use a separate Microsoft auction. We set bids and budgets from Microsoft search-term and conversion data. Some accounts leave Microsoft Advertising inactive. Others launch a Google Ads import without a Microsoft-specific review. The import can transfer useful campaign structure. Clean Digital rebuilds tracking, audience signals, budgets and search-term controls for Microsoft. Management continues after launch. We review Bing search terms, UET conversion setup, LinkedIn profile targeting and Shopping feed status. Microsoft receives its own negative keywords and budget decisions. Separate reports judge the channel on qualified leads, sales and revenue. ## Microsoft Ads management services After a Google import, Microsoft performance data guides every campaign change. We manage campaign structure, product feeds, audiences, placements, budgets and reporting separately. ### Search and Shopping campaign management Search campaigns use Microsoft query data, negative keyword lists, device performance and conversion quality to set bids and budgets. Shopping campaigns use the same source feed as Google. We review Microsoft Merchant Center diagnostics and campaign structure separately. #### Search campaigns We compare imported keywords and ads with Bing search terms, Microsoft conversion data and brand coverage. Our [search campaign management](https://cleandigital.co.uk/search-campaign-management) process sets match types and negative keywords. #### Shopping campaigns and feeds We keep product feeds aligned with the source catalogue. Microsoft Merchant Center reports platform-specific disapprovals. We manage product groups and query performance in the Microsoft account. Our [Shopping and feed management](https://cleandigital.co.uk/google-shopping-management) process provides the product-data foundation. ### Audience Network and Copilot placements #### Microsoft Audience Network We apply placement exclusions and separate budgets to Microsoft Audience Network campaigns. A defined performance threshold identifies inventory to pause. Microsoft reports remain separate from search. [Programmatic inventory and frequency controls](https://cleandigital.co.uk/programmatic) #### Copilot placements Microsoft controls how eligible ads can appear across its search and Copilot experiences. We review the available campaign settings, assets and placement reports. The named specialist retains control of budgets and bidding. [AI marketing measurement](https://cleandigital.co.uk/ai-marketing) ## Microsoft Ads vs Google Ads Microsoft Advertising has its own auctions, audience controls and conversion data. Its budgets, negative keywords and reporting should therefore be managed separately from Google Ads. ### Search volume and auction pressure Google: Usually carries more UK search volume and more advertisers in commercial auctions. Microsoft: Carries less search volume across Bing, Edge and Copilot. Auction pressure and cost vary by query, so budgets are set from Microsoft data rather than copied from Google. ### Audience and B2B targeting Google: Uses query intent, first-party audiences and Google audience signals. Microsoft: Adds LinkedIn profile targeting by company, industry and job function where the campaign type and market support it. ### Tracking and automation Google: Uses Google tag or GTM, enhanced conversions, offline imports and Google bidding strategies. Microsoft: Uses UET, Microsoft conversion goals and its own offline imports. Bid strategies start from Microsoft conversion volume and require separate monitoring. A Google import provides the starting structure. Microsoft search-term, audience and conversion data then guide its settings. We manage [Google Ads management](https://cleandigital.co.uk/google-ads-agency) and Microsoft together. Separate reports show the qualified demand and revenue from each platform. ## Importing Google Ads campaigns into Microsoft Ads Microsoft's import tool can transfer useful Google Ads campaign structure. The imported account still needs separate reviews of tracking, audiences, budgets, assets and bidding before launch. ### What imports cleanly Core campaign structure, keywords, responsive search ads and many negative keyword settings provide a useful starting point. We validate every imported setting before launch. ### What must be rebuilt after import Microsoft requires separate UET goals, offline imports, remarketing audiences and channel budgets. We also check bid strategies and assets against Microsoft settings and expected volume. Illustrative import review Campaigns and ad groups Copied Keywords and match types Copied Responsive search ads Copied Negative keyword lists Copied Conversion tracking Copied Remarketing audiences Copied Bid strategy Copied Budgets Copied Sitelinks and image assets Copied No issues reported. Stopping at this screen leaves conversion goals, audiences, budgets and bidding unchecked. ### The first 30 days of Microsoft Ads data Days 1 to 5 #### Validate the structure and rebuild measurement Check campaigns, ads, keywords and negatives, then configure UET goals, conversion values and offline imports. Days 6 to 14 #### Review Microsoft search-term data Use early query, device and audience evidence to update negative keywords, bids and targeting. Days 15 to 30 #### Set separate budgets and reporting Allocate budget from Microsoft conversion quality and report the channel separately from Google Ads. ## Microsoft Ads for B2B and LinkedIn profile targeting Microsoft Advertising can use LinkedIn profile data on eligible campaigns. Available attributes include company, industry and job function. B2B accounts can use those signals to prioritise the companies and roles in the sales plan. ### Qualified clicks on generic queries A broad query such as "expense management software" can attract several job functions. Profile bid adjustments assign different bids to eligible job functions on the same keyword. ### Account-based marketing in search Named-account lists can inform company targeting in eligible Microsoft campaigns. Search bids then support the sales team's account plan. ### Bidding on lead quality CRM data identifies the industries and job functions that create pipeline. Offline conversion imports return those outcomes to Microsoft bidding. LinkedIn profile targeting in search can use the same audience plan as [paid social on LinkedIn](https://cleandigital.co.uk/paid-social). Paid social creates demand while search captures existing demand. Three eligible profile attributes Company Named accounts and competitors Adjust bids when a searcher works for a company on the approved account list. Industry Sector-level qualification Adjust bids for industries that produce qualified opportunities in CRM data. Job function Decision-maker weighting Adjust bids for finance, IT, operations or HR when those functions influence the purchase. Eligibility varies by campaign type, market and targeting setting, so it is checked before the audience plan is approved. ## Microsoft UET and offline conversion tracking Microsoft Advertising needs its own UET tag, conversion goals and offline imports. A Google Ads conversion tag does not provide Microsoft with the campaign-level outcomes required for bidding and reporting. We audit UET to the same standard as our [PPC conversion tracking](https://cleandigital.co.uk/conversion-tracking) work on Google. We use commercial values, deduplicated goals and offline imports when revenue closes off-site. Microsoft tracking checks ### UET tag coverage The Universal Event Tracking tag must fire on every required page and event. ### Conversion goals mirror reality Microsoft goals use matching definitions and values where cross-platform comparisons require parity. ### Enhanced conversions Hashed first-party data can improve measurement where consent and Microsoft eligibility allow it. ### Offline conversion imports We import qualified leads, sales and revenue from the CRM. Microsoft bidding can then use outcomes beyond form submissions. ### Deduplication Deduplication prevents one sale from being recorded by several goals. ## How Clean Digital manages Microsoft and Bing Ads We manage the account from Microsoft data after the initial import. Search terms, conversion quality and reported revenue determine the next change. 01 ### Search terms and negative keywords We review Bing search terms separately from Google. Microsoft-specific negative keyword lists, match types and brand coverage follow that data. 02 ### Budgets, bids and lead quality Microsoft conversion volume, device performance and qualified sales data guide budgets and bid strategies. We use CRM outcomes when the account provides them. 03 ### Separate reporting for incremental demand Reports separate Microsoft spend, conversions, lead stages and revenue from Google Ads. The comparison shows whether Microsoft added qualified demand and justified more budget. ## Microsoft Ads results Published Clean Digital case studies combine paid media or paid search outcomes. We do not present those figures as Microsoft-only results. Your account review uses channel-level reports to show Microsoft's contribution. Reliable channel reporting depends on [Microsoft UET and offline conversion tracking](https://cleandigital.co.uk/conversion-tracking). Channel performance Reports keep Microsoft spend, conversions, revenue and return separate from Google Ads. Lead quality Reports include qualified lead stages and closed outcomes when CRM data is available. Incremental demand The team reviews search queries, audiences and sales to identify demand that Microsoft added. ### Microsoft Ads guides - [LinkedIn profile targeting in Microsoft Ads search campaigns How eligible LinkedIn profile attributes affect B2B targeting.](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) - [Advertising on alternative search engines beyond Google How Microsoft and other search engines fit the channel plan.](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) - [Account-level negative keywords How shared negative-keyword lists control irrelevant searches.](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) ### Related paid search services - [Paid search management across Google and Microsoft Ads Management across Google Ads and Microsoft Ads.](https://cleandigital.co.uk/paid-search) - [Search campaign management Query, match-type and negative-keyword control.](https://cleandigital.co.uk/search-campaign-management) - [Paid social (LinkedIn) Demand generation for the same B2B audiences.](https://cleandigital.co.uk/paid-social) - [Conversion tracking & measurement UET, conversion values and offline imports.](https://cleandigital.co.uk/conversion-tracking) - [Google Ads management Management for the Google Ads account.](https://cleandigital.co.uk/google-ads-agency) ## Microsoft Ads management FAQs Answers on Microsoft Ads imports, Bing campaign management, UET tracking, LinkedIn profile targeting and budget requirements. Is Microsoft Ads worth it if I already run Google Ads? Microsoft Ads is worth testing when Bing has relevant query volume. The account also needs separate tracking, budgets and optimisation. Qualified leads, sales and revenue should determine whether the channel receives more budget. Do you manage Bing Ads as well as Microsoft Ads? Yes. Our Microsoft Advertising management covers Bing search and the Microsoft Audience Network. The same team manages LinkedIn profile targeting, Shopping and Microsoft Performance Max when the account supports them. Can I just import my Google campaigns? Yes. A Google Ads import transfers useful campaign structure. We then set Microsoft-specific budgets, audiences, negative keywords and bidding rules. Microsoft performance data determines each later change. How is Microsoft Ads different from Google Ads? The auctions, search volume, audience controls and conversion data are separate. Microsoft also offers LinkedIn profile targeting on eligible campaigns. The account therefore needs its own budgets, negative keywords, bid adjustments and reporting. What is LinkedIn profile targeting? LinkedIn profile targeting uses company, industry and job-function signals in eligible Microsoft Advertising campaigns. Availability varies by campaign type and market. We check eligibility before approving the audience plan. Does Microsoft have Shopping and Performance Max? Yes. Microsoft offers Shopping campaigns and an omnichannel Performance Max campaign type. We use each format when its inventory, measurement and expected volume suit the account. How do you track conversions on Microsoft? We install the UET tag and configure Microsoft conversion goals. We deduplicate goals, assign commercial values and import offline outcomes when revenue closes off-site. Separate reports show the result from each platform. Is Microsoft Ads good for B2B? Microsoft Ads can suit B2B accounts when Bing carries relevant search demand. Eligible LinkedIn profile attributes can target the required companies, industries and job functions. UET and offline imports show lead quality and pipeline outcomes. How much does Microsoft Ads management cost? Microsoft Ads usually sits within the wider paid search retainer because Google and Microsoft share strategy and reporting work. The fee reflects total scope and media spend across both platforms. Request an account review for a specific quote. How much budget does Microsoft Ads need? Microsoft query volume, expected conversion rates and the required sample size determine the budget. We use existing search and sales data to set the initial test. Microsoft performance then determines each budget change. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/microsoft-ads-management#service", "name": "Microsoft and Bing Ads management services", "url": "https://cleandigital.co.uk/microsoft-ads-management", "description": "Microsoft Ads management for advertisers who want the extra, often cheaper search demand most accounts ignore. 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Import qualified leads, bookings, enrolments and revenue from your CRM to improve PPC bidding." canonical: "https://cleandigital.co.uk/offline-conversion-tracking" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Offline conversion tracking If the real sale happens after the form fill, Google Ads needs that outcome back. Offline conversion tracking connects click IDs to CRM status, bookings, enrolments and closed revenue, so bidding can learn from the leads the business actually wants. [CRM integration details](https://cleandigital.co.uk/crm-google-ads-integration) [Lead generation PPC](https://cleandigital.co.uk/lead-generation-ppc) ## How the import works The technical setup is only useful when the sales stages are agreed. Import the outcome that would change a budget decision. 1. 01 Capture the click ID and consent state when the enquiry is submitted. 2. 02 Store the ID against the lead or opportunity in the CRM. 3. 03 Map the sales stages that should count as qualified, booked or closed. 4. 04 Import the offline conversion back to Google Ads or Microsoft Ads. 5. 05 Use the imported outcome for reporting, value rules and bidding decisions. ## Where offline imports matter most ### Lead generation Import qualified leads, sales-accepted leads or closed deals so bidding stops favouring cheap form fills. ### Higher education Feed enrolments or qualified applicants back into the account instead of judging campaigns by enquiries alone. ### Phone-led sales Connect call tracking and CRM outcomes so valuable calls are visible at keyword and campaign level. ### B2B pipeline Pass opportunity stage and value back into the account so reports show pipeline quality instead of raw lead volume. ## The controls behind a reliable import A conversion upload can be accepted by an ad platform and still produce poor decisions. The implementation needs stable identifiers, agreed sales stages and an audit trail from the CRM record to the conversion action. For a wider review of tags, consent and conversion actions, see our [PPC conversion tracking service](https://cleandigital.co.uk/conversion-tracking). Click identifiers Capture GCLID, GBRAID and WBRAID for Google Ads, and MSCLKID for Microsoft Ads, when the landing-page visit and consent state allow it. CRM field mapping Keep the advertising identifier on the contact, lead or opportunity record so it remains available when sales updates the outcome. Conversion actions Create separate actions for the stages that affect a commercial decision, with clear names, counting rules, values and attribution settings. Import reliability Control time zones, currency, order IDs, duplicate uploads and conversion adjustments so the platform receives a consistent record. Consent and data handling Respect the consent state collected on the site and document which identifiers and CRM fields are used for each import route. Bidding eligibility Validate volume, delay and data quality before a qualified-lead or revenue action becomes a primary Smart Bidding signal. ## Measurement that survives a sales cycle Platform totals, CRM totals and finance outcomes will rarely update at the same time. The reporting model needs shared definitions and a stated data delay so each team reads the same result. [Review PPC data and analytics](https://cleandigital.co.uk/data-and-analytics) ### Identifier coverage Shows how many eligible enquiries retain an advertising click identifier in the CRM. ### Upload acceptance Finds formatting, timing, action-name and duplicate-record errors before reports are trusted. ### Stage conversion rate Compares campaigns and search terms using qualified, accepted or opportunity-stage outcomes. ### Pipeline and revenue Connects media cost to opportunity value and closed revenue where the CRM data supports it. ### Conversion delay Sets realistic reporting windows and prevents recent campaigns from being judged before sales outcomes arrive. ## When offline conversion tracking is ready to build The strongest starting point is a live CRM with consistent stage updates, a known form or call path, and enough qualified outcomes to compare against ad traffic. If sales stages are inconsistent, we define a smaller first import that the team can maintain. ### Useful inputs - CRM stages with clear owners and update rules - Access to website tagging, forms and advertising accounts - A sample of leads that can be traced from click to outcome - Agreement on the stage and value that should affect optimisation ### Questions we resolve first - Which identifier is available on each form, call or booking route? - How long does it take for an enquiry to reach the selected CRM stage? - Can imported values be reconciled against pipeline or closed revenue? - Is the signal frequent and stable enough to guide automated bidding? ## Delivery from first click to usable signal 1. 01 ### Trace the current journey We test the route from ad click to form, CRM record, sales-stage update and platform report. This exposes lost identifiers and unclear ownership. 2. 02 ### Agree the commercial signal Marketing and sales define the first reliable stage to import, the value attached to it and the volume available for reporting and bidding. 3. 03 ### Build and validate We configure capture, field mapping, conversion actions and the import method, then test accepted, rejected and duplicate records. 4. 04 ### Reconcile and use the data Imported totals are checked against the CRM. Once the signal is stable, it can inform budget allocation, reporting and bidding. ## Find the missing link between ad spend and sales outcomes We can review one live lead journey, identify where identifiers or stage data are lost, and define the first offline conversion action worth implementing. Our [PPC case studies](https://cleandigital.co.uk/case-studies) show how measurement and account decisions connect in active campaigns. [Discuss your tracking setup](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "Offline conversion tracking", "url": "https://cleandigital.co.uk/offline-conversion-tracking", "description": "Offline conversion tracking for Google Ads and Microsoft Ads. Import qualified leads, bookings, enrolments and revenue from your CRM to improve PPC bidding.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Offline conversion import", "Google Ads conversion tracking", "CRM attribution" ] } ``` --- Source URL: https://cleandigital.co.uk/paid-search Markdown URL: https://cleandigital.co.uk/paid-search/index.md --- title: "Paid Search Management Services UK | Clean Digital" description: "Paid search management services from a UK Google Premier Partner. Cut wasted spend, fix tracking and fund campaigns that produce sales and qualified leads." canonical: "https://cleandigital.co.uk/paid-search" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · UK Search Awards Winner · Edinburgh, UK # Paid search management services that cut wasted spend We manage Google Ads and Microsoft Ads accounts for UK businesses. Our senior specialists audit search terms, Shopping feeds, Performance Max and conversion tracking. We correct unreliable measurement before we reallocate spend to qualified leads, sales and revenue. Reply within one working day. No obligation. [127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university) 92% client retention £160M+ ad spend managed 7+ industry awards 12:1 average ROI Paid media managed across Google Ads Instagram YouTube TikTok Snapchat Reddit ## What our paid search management services include Our senior specialists manage each campaign and the conversion data that guides Smart Bidding. We review search terms, product feeds and landing-page tests inside your own accounts. Reporting connects each budget decision to qualified leads, sales and revenue. See the full scope of our [Google Ads management](https://cleandigital.co.uk/google-ads-agency), or begin with an [independent PPC account audit](https://cleandigital.co.uk/ad-account-audit) if the first priority is finding wasted spend and unreliable measurement. Google Ads & Microsoft Ads, Search · Shopping · PMax Our [paid social team](https://cleandigital.co.uk/paid-social) manages Meta, Instagram, TikTok, Snapchat and Reddit budgets. Our [programmatic team](https://cleandigital.co.uk/programmatic) manages display, video and CTV. Both teams can coordinate with the paid search account. ### Search campaign management We separate brand and non-brand campaigns, define match-type rules and maintain negative keyword lists. Each campaign receives its own targets and bidding logic. See our [search campaign management](https://cleandigital.co.uk/search-campaign-management). ### Shopping and product feed work We improve product feeds and organise listing groups around margin and demand. Shopping budget then follows products that generate profitable sales. See our [Google Shopping & feed management](https://cleandigital.co.uk/google-shopping-management). ### Performance Max governance We apply brand exclusions, review search themes and audit asset coverage. Budget controls limit spend when Performance Max cannot prove incremental return. See our [Performance Max management](https://cleandigital.co.uk/performance-max-management). ### Microsoft Ads management We configure Microsoft Ads with separate budgets, audiences and reporting. The account targets additional demand without copying Google Ads settings. See our [Microsoft Ads management](https://cleandigital.co.uk/microsoft-ads-management). ### Conversion tracking and measurement We deduplicate conversion actions, assign commercial values and import offline outcomes when sales close elsewhere. GA4 and platform reports use the same conversion definitions. See our [conversion tracking & measurement](https://cleandigital.co.uk/conversion-tracking). ### Ad copy and landing-page feedback We test ad messages against accurate search-result previews. We also review landing pages when strong ads do not produce enough conversions. See our [ad copy & landing-page feedback](https://cleandigital.co.uk/ad-copy-and-landing-pages). ### Budget planning and reporting We forecast demand and allocate budget by campaign and commercial objective. Monthly reporting identifies which activity to fund, change or stop. See our [budget planning & reporting](https://cleandigital.co.uk/ppc-budget-planning-and-reporting). ## Where paid search accounts waste budget Search terms, campaign structure and conversion data determine what automated bidding buys. We compare account results with qualified leads, sales and revenue. The audit identifies wasted spend before the next budget decision. ### Spend going to searches that do not convert Broad match can capture low-intent or irrelevant searches. Blended reporting can credit brand traffic while non-brand revenue remains unchanged. Management action: We define match-type rules and maintain negative keyword lists. Separate brand and non-brand campaigns show which activity creates additional revenue. ### Conversion tracking that cannot be trusted Duplicate conversions, missing values and offline sales create inaccurate reporting. Smart Bidding and account managers then optimise against incomplete commercial data. Management action: We deduplicate conversion actions and assign verified values. Offline conversion imports connect sales that close outside the website. ### Leads the sales team cannot use Platform reports may count leads that the sales team rejects. Cost per lead can fall while cost per acquired customer rises. Management action: We import qualified-lead outcomes and assign conversion values when the data supports it. Smart Bidding then targets enquiries that produce customers or revenue. ### Performance Max and Shopping without clear accountability Google Ads reports channel, search-term and product performance. Pooled targets can still hide brand contribution or spend on products without sales. Management action: We review channel performance, search terms, brand contribution and product-level results. We then apply negative keywords, brand exclusions, feed changes and budget controls where the evidence supports them. Search-term audit Sample output Search term Spend Conv. Call “ emergency boiler repair edinburgh ” £412 6 leads Scale “ boiler repair near me ” £388 4 leads Keep “ free boiler grant application ” £214 0 Cut “ what is a boiler service ” £156 0 Cut “ boiler repair jobs ” £98 0 Cut This £1,268 sample includes £468 spent on searches with no conversions. A blended report could continue funding them. Illustrative sample based on search-term and revenue data. Your account audit uses your own records. ## Our paid search management process We first audit search terms, conversion tracking and campaign structure. We correct wasted spend and unreliable measurement before increasing budget. We test ads, landing pages and bidding against qualified leads, sales and revenue. 1 Step 1 ### Audit spend and conversion tracking A senior specialist audits search terms, match types, brand dependency, Performance Max overlap and conversion data. We agree priorities before making account changes. - Map of spend without attributed revenue, by campaign and query - Conversion tracking check covering duplicates, values and offline gaps - Priority actions agreed with your team 2 Step 2 ### Cut the waste, fix the tracking We first remove wasted spend and correct conversion tracking. Subsequent budget decisions use verified conversion data. - Negative keyword lists and query controls for Search and Shopping - Deduplicated conversion actions, verified values and offline imports where required - Budget removed from campaigns without an agreed commercial return 3 Step 3 ### Move budget to proven campaigns Verified conversion data identifies the search terms, feeds and audiences associated with revenue. We reallocate budget and report the commercial effect each month. - Value-based bidding where conversion volume and values support it - Structured tests for ads, landing pages and bid strategies - Monthly report with recommended budget changes The free senior review covers the first step. Request a review of your paid search account ## Paid search results [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) Paid search accounts managed by Clean Digital ## Paid search management for lead generation and ecommerce Lead generation requires CRM feedback and qualified-lead conversion data. Ecommerce requires accurate product data, order values and margin inputs. Our reporting connects paid search spend to each commercial result. ### Lead generation PPC Many lead generation accounts lose money between the form submission and the sale. We import CRM stages and qualified-lead outcomes into Google Ads. Conversion values guide Smart Bidding towards enquiries that become customers. Reporting connects campaign spend to pipeline and sales. [See our lead generation PPC service](https://cleandigital.co.uk/lead-generation-ppc) [28% YoY increase in lead quality Arden University · Read the case study](https://cleandigital.co.uk/case-studies/arden-university) ### Ecommerce PPC Shopping performance depends on feed quality, margin-aware campaign structure and seasonal demand. We group products by commercial value when platform defaults hide those differences. Budget can then follow products that generate profitable sales throughout the year. [See our ecommerce PPC service](https://cleandigital.co.uk/ecommerce-ppc) [176% YoY increase in sales through PPC Dobbies Garden Centres · Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Paid search specialists ## Why businesses choose Clean Digital We combine senior account ownership, Google Premier Partner status and rolling monthly agreements. We report search terms, tracking and budget decisions against qualified leads, sales and revenue.  0 1 ### Senior specialists Our certified paid search specialists manage the account, review the commercial data and remain accountable for budget decisions. 0 2 ### Google Premier Partner We are in the top 3% of UK Google Ads partners, with partner-level access to platform support, features and product updates. 0 3 ### Month-to-month Clients can end the rolling agreement each month. Our reports state the completed work, commercial results and recommended next actions. 0 4 ### UK/Edinburgh We are employee-owned, based in Edinburgh and manage paid search accounts across Scotland, the wider UK and international markets. We are an [employee-owned](https://cleandigital.co.uk/employee-ownership) PPC agency based in Edinburgh. Our 17 specialists manage paid search for clients across Scotland, the wider UK and international markets. Meet [our team](https://cleandigital.co.uk/about). A good fit if - Paid search spend is commercially material, and your team needs evidence of the return - Platform reports show lead volume, but sales teams reject too many enquiries - Search, Shopping and Performance Max share budgets, which obscures the return from each campaign type - Your next planning cycle needs a paid search forecast and recommended budget split Probably not if - The first campaign has too little budget to support meaningful testing - Price is the only criterion on the agency shortlist - Your team cannot share or correct the conversion data required for reliable optimisation - You require guaranteed ad positions or immediate ROAS results ## Paid search management FAQs Effective **paid search management** requires clear platform scope, reliable commercial reporting and realistic improvement timelines. Our [PPC case studies](https://cleandigital.co.uk/case-studies) show completed results. Our [free PPC tools](https://cleandigital.co.uk/resources) support budget and campaign planning. ### What do your paid search management services include? Our paid search management covers Google Ads and Microsoft Ads Search campaigns. We also manage Shopping feeds, Performance Max controls, conversion tracking, landing-page tests, budgets and reporting. The ad preview tool checks responsive search ads before launch. [Preview responsive search ads](https://cleandigital.co.uk/ad-preview-tool) ### Do you manage Google Ads and Microsoft Ads? Yes. We manage Google Search, Shopping and Performance Max alongside Microsoft Ads. Our specialists set separate budgets, audiences and reporting rules for each platform. We do not copy Google Ads settings directly into Microsoft Ads. [Microsoft Ads management services](https://cleandigital.co.uk/microsoft-ads-management) ### Do you manage paid search for lead generation and ecommerce? Yes. Lead generation work connects CRM stages, lead quality and sales outcomes to bidding. Ecommerce work covers Shopping, Performance Max, feeds, margins, seasonal demand and revenue values. [See lead generation PPC management](https://cleandigital.co.uk/lead-generation-ppc) ### How much does paid search management cost? Fees reflect media spend, channel mix, account complexity and required tracking work. The free senior review defines a scope before any management agreement. Paid search management runs on a rolling monthly agreement. [Get a free senior PPC review](https://cleandigital.co.uk/ad-account-audit) ### How quickly should paid search results improve? Our specialists can remove obvious wasted spend during the first few weeks. Tracking changes, budget reallocation and completed tests usually require a full quarter for reliable assessment. The initial forecast reflects the available budget and expected conversion volume. [Calculate a paid search budget](https://cleandigital.co.uk/tools/media-spend-calculator) ### When is Clean Digital a good fit for paid search management? Clean Digital suits businesses where paid search materially affects sales, leads or revenue. We provide senior account control, reliable commercial reporting and direct challenge on budget allocation. Our case studies show the commercial problems and account sizes we manage. [See our paid search case studies](https://cleandigital.co.uk/case-studies) ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/paid-search#service", "name": "Paid search management services", "url": "https://cleandigital.co.uk/paid-search", "description": "Paid search management services from a UK Google Premier Partner. 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Cut wasted spend, fix tracking and fund campaigns that produce sales and qualified leads.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/paid-search#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/paid-search#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/paid-search#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/paid-social Markdown URL: https://cleandigital.co.uk/paid-social/index.md --- title: "Paid Social Management Agency | Better Leads & ROAS | Clean Digital" description: "Paid social management for Meta, Instagram, TikTok and LinkedIn campaigns where weak leads, tired creative, and unclear ROAS need fixing." canonical: "https://cleandigital.co.uk/paid-social" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Award-Winning UK Paid Ads Agency · Meta · TikTok · LinkedIn · Edinburgh, UK # PAID SOCIAL MANAGEMENT FOR LEADS SALES ACTUALLY TRUST We are a **paid social agency** for Meta, Instagram, TikTok and LinkedIn. We audit creative tests, tracking and spend. We move budget to the ads and audiences that produce qualified leads or revenue. [See case studies](https://cleandigital.co.uk/case-studies) Reviewed by the senior team. Reply within one working day, no obligation. [127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university) Meta Prospecting and retargeting at scale Instagram Creative and commerce TikTok Discovery-led testing LinkedIn B2B audience quality Snapchat, Reddit, YouTube, X and Pinterest are added when the audience and offer justify the spend. ## The four ads draining paid social budgets If Meta, Instagram, TikTok or LinkedIn spend is producing activity that looks fine in the platform but does not show up in revenue, the budget is usually funding one of these. **Paid social management** starts by proving which, using your own account data. AD Your ad account Sponsored · still running ### Cheap clicks that never become customers Broad targeting and weak offers keep bringing in cheap volume that the platform counts as success but that never reaches the sales pipeline or the revenue line. The fix Often optimising to qualified outcomes: CRM status and revenue fed back as conversion values, exclusions rebuilt, and cheap platform actions stripped out of the optimisation signal. AD Your ad account Sponsored · still running ### Creative fatigue with no refresh system The same ads, audiences and formats decay quickly. Performance drops, frequency climbs and costs rise, and creative only gets refreshed once results have already fallen. The fix Often a standing test matrix (hooks × offers × formats) with refresh cadence set by frequency and decay data rather than by the month results dropped. AD Your ad account Sponsored · still running ### Leads that sales won’t follow up Lead forms create volume nobody prioritises. Cost per lead falls in the report while cost per actual customer rises. The fix Lead-quality scoring and sales-stage reporting wired in, so the platform can learn from accepted leads rather than form fills. AD Your ad account Sponsored · still running ### Tracking and CRM gaps that hide what works Missing events, noisy pixels and disconnected CRMs mean nobody can prove which audiences and creative actually make money. The fix Often pixel and Conversions API events rebuilt, CRM wired in, and prospecting, retargeting and returning customers reported separately. Composite examples. Your review is built from your own account data. ## Paid social media management often runs on a creative testing loop The usual shape: get the tracking signals right, prove creative, scale what works, then refresh it as performance decays. Each pass aims to produce reporting the sales team can act on. 1 ### Audit the signals Account structure, creative, audiences, pixel and Conversions API events, and the CRM path, audited platform by platform, with no scaling until the priorities are clear. 2 ### Rebuild the testing system Creative testing often moves from ad-hoc to systematic. A standing test matrix goes live, with prospecting and retargeting split so their results are measured separately. 3 ### Scale what sales accepts Budget follows qualified outcomes (accepted leads, revenue, bookings) with refresh cadence in place and learnings pushed into search and landing pages. Then the loop runs again, often monthly, as performance decays Not sure a creative test has reached a clear result? Check whether it is statistically significant with the free [ad test significance calculator](https://cleandigital.co.uk/tools/ad-test-significance). UGC testimonial: “switched & saved” £640 spent · CPL £19 SCALE Founder story hook £420 spent · CPL £27 KEEP Static offer card: 20% off £510 spent · CPL £64 KILL Feature carousel £380 spent · CPL £71 KILL Trend-format repost £150 spent · CPL n/a KILL Of this £2,100 test, £1,040 went to three angles worth cutting; two earned the next round of budget. A creative test report should make that split clear. Illustrative example. Your ledger is built from your own ad account and CRM data. ## Paid social management services, platform by platform Every platform gets the same discipline: where spend usually breaks, what we test before scaling, and a straight budget verdict, whether you need a **Facebook ads agency**, a **TikTok ads agency**, or LinkedIn under control. ### Instagram ads management Instagram spend has to produce more than engagement. Where it helps, we test hooks, offers, landing pages, and audience signals against revenue, qualified leads, bookings, and returning customers. Where spend breaks - Creative gets engagement but does not create qualified demand. - Product discovery spend is judged before margin, stock, or returning-customer bias is clear. - Landing pages ask for a conversion the ad has not earned yet. What we test before scaling - Hooks and offers are tested against revenue or qualified lead quality. - Prospecting and retargeting budgets are separated before ROAS is trusted. - Creative refresh decisions are made before frequency turns the ad stale. Budget verdict → Instagram deserves more budget only when creative attention is turning into customers the business can value. ### Facebook ads management Meta budgets get expensive when broad audiences and tired ads keep finding cheap clicks. The usual response is to cut the waste, rebuild the signals, and protect spend that produces customers. Where spend breaks - Broad targeting keeps finding cheap volume while sales rejects the leads. - Returning customers and remarketing mask weak prospecting. - Pixel events reward forms, clicks, or traffic that never becomes revenue. What we test before scaling - Lead quality, CRM status, and revenue are fed back before budget scales. - Creative tests include offer, proof, format, and landing-page angle. - Prospecting, exclusions, retargeting, and returning customers are reported separately. Budget verdict → Meta spend should grow only when cheap actions are separated from customers worth paying for again. ### LinkedIn ads management LinkedIn clicks are too expensive to send into generic B2B funnels. Audience fit, offer strength, sales-stage feedback, and follow-up decide whether the spend is worth keeping. Where spend breaks - Job-title targeting looks precise but reaches accounts with no buying fit. - Lead forms create volume sales teams do not prioritise. - Expensive clicks land on generic pages without a strong reason to convert. What we test before scaling - Account fit, sector fit, and buying-stage assumptions are explicit. - CRM and sales-stage feedback decide whether the leads are worth buying again. - Creative and offer tests match a real B2B problem rather than generic thought leadership. Budget verdict → LinkedIn deserves budget when sales can see why the audience, offer, and follow-up path are worth the higher CPC. ### TikTok ads management TikTok only deserves budget when discovery turns into measurable demand. The focus is often creative refresh, landing-page fit and follow-up, rather than treating a short spike as success. Where spend breaks - A short spike is mistaken for repeatable demand. - Repurposed Meta creative fails because the hook is not native to the feed. - Discovery traffic reaches a landing page built for warmer intent. What we test before scaling - Creative refresh cadence is in place before spend is increased. - Landing pages and follow-up match discovery-led traffic. - TikTok learnings are used to improve search, retargeting, and offer messaging. Budget verdict → TikTok spend should scale only when the creative system can keep producing demand beyond a single strong week. Snapchat, Reddit, YouTube, X and Pinterest enter the plan when the audience, offer and creative system are strong enough to be worth the spend. And because paid social creates demand that paid search then captures, it runs alongside our [paid search management](https://cleandigital.co.uk/paid-search) and [programmatic display, video and CTV](https://cleandigital.co.uk/programmatic), often on the same account. ## View our paid social case studies [Browse all case studies](https://cleandigital.co.uk/case-studies) [ 14:1 ROAS across all paid channels Dobbies Garden Centres Search, Shopping and paid social working one seasonal plan for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [127% YoY increase in PPC enrolments Arden University · Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [236% YoY increase in booking revenue Rabbies · Read the case study](https://cleandigital.co.uk/case-studies/rabbies) ## Paid social agency FAQs Straight answers on **paid social management**, creative testing, lead quality and platform budgets. For the numbers behind the answers, see our [case studies](https://cleandigital.co.uk/case-studies) and [free PPC tools](https://cleandigital.co.uk/resources). For channel-specific work, review our [Facebook Ads management](https://cleandigital.co.uk/facebook-ads-agency), [LinkedIn Ads management](https://cleandigital.co.uk/linkedin-ads-agency) and [paid social creative testing](https://cleandigital.co.uk/paid-social-creative-testing). Our [conversion tracking team](https://cleandigital.co.uk/conversion-tracking) connects platform activity to qualified leads and sales. 01 ### Why is paid social producing clicks but not customers? The usual causes are tired creative, broad audiences, weak exclusions, poor landing-page fit, low-quality lead forms, missing CRM feedback, noisy pixel data, and campaigns optimising toward cheap platform actions instead of useful customers. [Get a free ad account review](https://cleandigital.co.uk/ad-account-audit) 02 ### Which paid social platforms are worth our budget? Choose the platform that can reach the buyer with a credible offer and return signals worth paying for again. Meta and Instagram often suit consumer demand and retargeting, TikTok can support discovery and creative learning, and LinkedIn is often strongest for defined B2B audiences. [Forecast paid social spend](https://cleandigital.co.uk/tools/media-spend-calculator) 03 ### Why is creative testing so important in paid social? Paid social performance is heavily shaped by the hook, offer, proof, visual format, landing-page fit, and refresh cadence. Without a creative testing system, budget often ends up behind tired angles and weak leads. [Size a creative test properly](https://cleandigital.co.uk/tools/ad-test-significance) 04 ### Can paid social work for lead generation? Yes, but lead generation needs quality control. Lead forms, landing pages, CRM feedback, sales-stage reporting, exclusions, and follow-up speed often matter as much as platform targeting. [How we wire CRM feedback in](https://cleandigital.co.uk/data-and-analytics) 05 ### How can paid social make PPC work harder? Paid social can create demand, test creative angles, build remarketing pools, and reveal objections that improve paid search and landing pages. It works best when those learnings change where budget goes next. [See our paid search management](https://cleandigital.co.uk/paid-search) 06 ### Do you manage Instagram ads as part of paid social? Yes. Instagram management sits inside the wider Meta account: creative and commerce-led campaigns, audience and exclusion structure, and reporting that separates prospecting from retargeting, so Instagram spend is judged on customers rather than likes. [See the accounts this runs on](https://cleandigital.co.uk/case-studies) 07 ### How much does paid social management cost? It depends on spend level, platform mix, and how much work creative testing and tracking need for scaling to make sense. The free senior paid social review is the fastest route to an accurate scope; it shows what needs fixing, with no retainer commitment required. [Start with the free senior review](https://cleandigital.co.uk/contact) ## Get a senior paid social review A free review of your ad accounts, creative, audiences, funnel and tracking, with exactly what to fix and where more budget would bring in more revenue. - Account audit across Meta, Instagram, TikTok and LinkedIn - Creative, audience and offer performance review - Tracking, attribution and CRM integration check - Clear priorities, quick wins and a next-step plan Reviewed by the senior team. Reply within one working day, no obligation, no sales script. We will never share your information. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/paid-social#service", "name": "Clean Digital - Paid Social Agency", "url": "https://cleandigital.co.uk/paid-social", "description": "Paid social agency for Meta, Instagram, TikTok, and LinkedIn campaigns where cheap clicks, weak leads, and unclear ROAS need fixing.", "serviceType": [ "Paid Social Management", "Facebook Ads Management", "Instagram Ads Management", "TikTok Ads Management", "LinkedIn Ads Management" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/paid-social#webpage" }, "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Clean Digital - Paid Social Agency services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Meta Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Instagram Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "TikTok Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "LinkedIn Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Creative Testing" } } ] } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Why is paid social producing clicks but not customers?", "acceptedAnswer": { "@type": "Answer", "text": "The usual causes are tired creative, broad audiences, weak exclusions, poor landing-page fit, low-quality lead forms, missing CRM feedback, noisy pixel data, and campaigns optimising toward cheap platform actions instead of useful customers." } }, { "@type": "Question", "name": "Which paid social platforms are worth our budget?", "acceptedAnswer": { "@type": "Answer", "text": "Choose the platform that can reach the buyer with a credible offer and return signals worth paying for again. Meta and Instagram often suit consumer demand and retargeting, TikTok can support discovery and creative learning, and LinkedIn is often strongest for defined B2B audiences." } }, { "@type": "Question", "name": "Why is creative testing so important in paid social?", "acceptedAnswer": { "@type": "Answer", "text": "Paid social performance is heavily shaped by the hook, offer, proof, visual format, landing-page fit, and refresh cadence. Without a creative testing system, budget often ends up behind tired angles and weak leads." } }, { "@type": "Question", "name": "Can paid social work for lead generation?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, but lead generation needs quality control. Lead forms, landing pages, CRM feedback, sales-stage reporting, exclusions, and follow-up speed often matter as much as platform targeting." } }, { "@type": "Question", "name": "How can paid social make PPC work harder?", "acceptedAnswer": { "@type": "Answer", "text": "Paid social can create demand, test creative angles, build remarketing pools, and reveal objections that improve paid search and landing pages. It works best when those learnings change where budget goes next." } }, { "@type": "Question", "name": "Do you manage Instagram ads as part of paid social?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Instagram management sits inside the wider Meta account: creative and commerce-led campaigns, audience and exclusion structure, and reporting that separates prospecting from retargeting, so Instagram spend is judged on customers rather than likes." } }, { "@type": "Question", "name": "How much does paid social management cost?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on spend level, platform mix, and how much work creative testing and tracking need for scaling to make sense. The free senior paid social review is the fastest route to an accurate scope; it shows what needs fixing, with no retainer commitment required." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/paid-social-creative-testing Markdown URL: https://cleandigital.co.uk/paid-social-creative-testing/index.md --- title: "Paid Social Creative Testing | Meta, TikTok and LinkedIn Ads" description: "Paid social creative testing for Meta, TikTok and LinkedIn campaigns, covering hooks, formats, offers, fatigue, test design, reporting and creative refresh planning." canonical: "https://cleandigital.co.uk/paid-social-creative-testing" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Paid social creative testing Paid social performance often changes when the creative loses force. We test hooks, formats, offers and proof so media spend follows creative that still has a commercial job. [Size an ad test](https://cleandigital.co.uk/tools/ad-test-significance) [Paid social services](https://cleandigital.co.uk/paid-social) ## Fatigue is a planning problem Creative refresh should have a testing rhythm rather than a late response after CPA rises. ## What we test Hook and problem framing Offer, proof and CTA variations Static, video, carousel and short-form formats Audience-message fit across Meta, TikTok and LinkedIn Fatigue and refresh cadence Statistical read before declaring a winner ## Each test needs a decision structure Creative testing should produce a decision the team can act on. We define the hypothesis, control and readout before variants go live. ### Hypothesis What needs to be proved, such as a stronger hook, a different offer, a new proof point or a format change. ### Control The current creative or message that new variants are judged against. ### Readout The metric that decides action, such as accepted leads, purchase value, thumb-stop rate, CTR or qualified CPA. ## Creative reads differ by platform ### Meta Ads Creative fatigue, Advantage+ creative settings, Reels placements, catalogue ads and audience overlap are reviewed together. ### TikTok Ads Hook speed, native format, creator style, product demonstration and landing page continuity matter before the bid strategy can be judged. ### LinkedIn Ads Offer clarity, audience specificity and sales feedback decide whether expensive B2B clicks are producing useful conversations. ## How we read test results The test has enough spend and conversion volume to justify a decision The winner is checked against the commercial outcome, not only CTR or platform engagement Audience, placement and format differences are separated before creative is blamed Fatigue is reviewed against frequency, first-time reach and recent creative history The next test is chosen from what the previous readout actually showed ## Plan the next creative before fatigue forces it A useful creative system gives media buyers a queue of next tests, not a folder of disconnected ad ideas. The readout should decide what to keep, what to adapt and what to retire. [Facebook Ads agency](https://cleandigital.co.uk/facebook-ads-agency) [Discuss creative testing](https://cleandigital.co.uk/contact) ### How many ads should be tested at once? The number depends on budget, conversion volume and how quickly the account can produce a readable result. A smaller test with a clear decision is usually more useful than a large set of weak variations. ### What counts as a winning creative? A winning creative should improve the commercial metric the campaign is funded to produce. Engagement can help diagnose performance, but it should not be the final decision by itself. ### How often should paid social creative be refreshed? Refresh cadence depends on spend, audience size, frequency and performance decay. We prefer a planned queue of tests so new creative is ready before CPA rises sharply. ```json [ { "@context": "https://schema.org", "@type": "Service", "name": "Paid social creative testing", "url": "https://cleandigital.co.uk/paid-social-creative-testing", "description": "Paid social creative testing for Meta, TikTok and LinkedIn campaigns, covering hooks, formats, offers, fatigue, test design, reporting and creative refresh planning.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Paid social creative testing", "Meta Ads creative testing", "TikTok Ads creative testing" ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How many ads should be tested at once?", "acceptedAnswer": { "@type": "Answer", "text": "The number depends on budget, conversion volume and how quickly the account can produce a readable result. A smaller test with a clear decision is usually more useful than a large set of weak variations." } }, { "@type": "Question", "name": "What counts as a winning creative?", "acceptedAnswer": { "@type": "Answer", "text": "A winning creative should improve the commercial metric the campaign is funded to produce. Engagement can help diagnose performance, but it should not be the final decision by itself." } }, { "@type": "Question", "name": "How often should paid social creative be refreshed?", "acceptedAnswer": { "@type": "Answer", "text": "Refresh cadence depends on spend, audience size, frequency and performance decay. We prefer a planned queue of tests so new creative is ready before CPA rises sharply." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/performance-max-management Markdown URL: https://cleandigital.co.uk/performance-max-management/index.md --- title: "Performance Max Management Agency UK | Clean Digital" description: "Performance Max management from a UK Google Premier Partner. Control brand traffic, search themes, feeds and channel spend. Get a free senior PMax review." canonical: "https://cleandigital.co.uk/performance-max-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Performance Max management for incremental revenue Clean Digital manages Performance Max for ecommerce and lead generation accounts. We assess brand traffic, product feeds, creative assets and conversion data against reported returns. Google Ads channel and search-term reports show where the campaign spent budget. Your commercial data shows whether that spend produced incremental revenue. Get a free senior PMax review Google Premier Partner | £160M+ ad spend managed | Ecommerce and lead generation specialists Google Ads · Campaigns Performance Max - All Products Last 30 days · campaign result Eligible · no action suggested 96% Channel performance report Spend and conversions by Google Ads channel. Search may overlap with existing Search campaigns Shopping feed quality controls product eligibility YouTube auto-generated video can serve Display placement exclusions require review Gmail low-volume placements require review Native channel performance report in Google Ads. Proportions illustrative. Performance Max can serve across Search Shopping YouTube Display Gmail Discover Maps Performance Max distributes budget across Search, Shopping, YouTube, Display, Gmail, Maps and Discover. We manage it alongside your [paid search management](https://cleandigital.co.uk/paid-search) programme. Brand exclusions, negative keywords and final URL rules protect campaign budget. Search themes, product feeds and conversion goals guide automated bidding. Separate reporting shows how Performance Max interacts with Search and Standard Shopping. ## What Performance Max management includes Performance Max management covers the commercial objective, the inputs given to Google and the controls that protect budget. We assess each decision against qualified leads, sales or revenue. Google's recommendation score does not replace commercial performance. ### Campaign goals and account structure Separate bidding objectives Products, markets, margins and lead values may need separate campaigns with different budgets and targets. We keep conversion goals focused on one commercial outcome. Smart Bidding can then distinguish a low-value action from a sale or qualified lead. ### Search themes, audience signals and negative keywords Signal relevant searches and exclude irrelevant queries Each asset group can use up to 50 search themes. We review the resulting searches and refine audience signals. We add account-level or campaign-level negative keywords when traffic lacks commercial intent. ### Asset groups, creative and final URL controls Align creative and landing pages We group text, images and video around one product or service intent. Asset reporting identifies weak creative. Final URL rules direct clicks to relevant conversion pages. ### Product feeds and value-based bidding Use product economics in bidding Merchant Center titles, identifiers, product types and custom labels determine product eligibility. Revenue, margin and conversion values help Smart Bidding prioritise orders with stronger commercial returns. ### Brand exclusions and Search campaign overlap Separate brand demand from incremental contribution Brand exclusions and Search settings limit credit for demand already captured by brand campaigns. We report brand and non-brand contribution separately before reallocating budget. ## How we find where Performance Max spend goes Google Ads reports channel spend, search demand, placements and asset performance. We combine those reports with qualified-lead, sales and revenue data. The comparison tests whether Performance Max captured demand that other campaigns would not have won. ### Channel performance reporting Google Ads reports Performance Max results by channel. We compare spend, conversions and conversion value across Search, Shopping, YouTube, Display, Gmail, Discover and Maps. The comparison guides budget and creative changes. ### Search terms and search theme performance Search-term and search-theme reporting shows which queries generated traffic and conversions. We refine themes and add negative keywords when the intent does not match the campaign goal. ### Placement and asset reporting Placement reports show where Display and video ads served. Our specialists use asset and asset-group reports to select exclusions and replace weak creative. ### Brand and non-brand contribution We separate brand traffic from demand generated by the campaign. We also identify searches that an existing Search campaign could already capture. Incremental contribution guides budget changes. ## Performance Max management for ecommerce Ecommerce Performance Max depends on product feeds, conversion values and coordination with Standard Shopping. We manage those inputs against revenue, margin and stock availability. [Google Shopping management](https://cleandigital.co.uk/google-shopping-management) ### Merchant Center feed quality Titles, descriptions, product identifiers, product types and images determine which auctions each item can enter. We fix disapprovals and improve the attributes that affect relevant Shopping traffic. ### Margin and conversion value inputs Accurate order values, product margins and custom labels show Smart Bidding how product economics differ. We use those inputs to prioritise orders that meet the agreed margin target. ### Performance Max and Standard Shopping tests Controlled tests show whether Performance Max adds profitable reach or reallocates sales that Standard Shopping already produced. We compare like-for-like products, budgets and conversion windows. ## Performance Max management for lead generation Lead-generation campaigns require qualified-lead data after each form submission. We import CRM outcomes into Google Ads and exclude inventory associated with unusable enquiries. [PPC conversion tracking](https://cleandigital.co.uk/conversion-tracking) ### Qualified-lead and offline conversion imports Offline imports send sales-accepted leads and closed outcomes back to Google Ads. Smart Bidding can then learn from the enquiries that became genuine opportunities or revenue. ### CRM feedback and lead values CRM stages, lead scores and values distinguish strong enquiries from low-quality submissions. Reporting shows the campaigns and search demand associated with progress through the sales process. ### Placement and content exclusions Placement and content reporting identifies inventory that generates weak or irrelevant leads. Exclusions reduce repeated spend on sources that fail the agreed lead-quality threshold. ## How we take over and optimise a PMax account 0 1 ### Audit conversion goals, assets and controls We review campaign goals, conversion actions, brand settings and negative keywords. We also check search themes, final URLs, assets, product data and campaign overlap. 0 2 ### Correct exclusions, feeds and measurement We correct exclusions and controls that allow wasted spend. For retail accounts, we improve relevant Merchant Center data. We connect qualified leads, sales and margin values to reporting and bidding. 0 3 ### Run controlled tests and report the result We test changes against a defined baseline. Our reports separate channel results, brand contribution and commercial outcomes. The results guide the next budget decision. ## Performance Max results These case studies report account-wide paid search outcomes. They are not presented as Performance Max-only results. [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ### Go deeper - [Performance Max negative keywords Negative-keyword controls exclude irrelevant Performance Max searches.](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) - [Performance Max value-based bidding How commercial conversion values guide automated bidding.](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) - [PPC best practice: search terms Search-term reports identify wasted spend and query intent.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) ### Related services & tools - [Google Ads management Google Ads management across Search, Shopping, Performance Max and YouTube.](https://cleandigital.co.uk/google-ads-agency) - [Google Shopping & feed Product feed and Shopping campaign management for retail accounts.](https://cleandigital.co.uk/google-shopping-management) - [Search campaign management Separate campaign control for brand and high-intent non-brand searches.](https://cleandigital.co.uk/search-campaign-management) - [Conversion tracking & measurement Conversion tracking supplies verified signals to automated bidding.](https://cleandigital.co.uk/conversion-tracking) - [Paid search management One programme covers Search, Shopping, Performance Max and Microsoft Ads.](https://cleandigital.co.uk/paid-search) ## Performance Max management FAQs Performance Max decisions depend on brand controls, channel reporting, search themes, conversion quality and coordination with Standard Shopping. Does Performance Max cannibalise brand search? It can. Performance Max may capture branded searches when brand exclusions are missing. We exclude brand traffic and keep branded demand in a separately measured Search campaign. Incremental revenue then determines the Performance Max budget. Can you see where Performance Max spends? Yes. Google Ads provides native channel performance, search-term, search-theme, placement and asset reports. We combine these reports with brand and non-brand analysis. Budget decisions then reflect the channels and queries that produced each conversion. How do you control Performance Max? We apply brand exclusions, account-level and campaign-level negative keywords, placement exclusions and final URL rules. Clean conversion goals direct Smart Bidding towards the agreed commercial outcome. Search themes, audience signals, product data and creative provide the campaign inputs. Should I replace Search and Shopping with Performance Max? No. Search campaigns provide direct control over brand and high-intent non-brand queries. Standard Shopping provides product-group and bid controls for Shopping inventory. Performance Max can add reach across Google's other surfaces when managed against the same commercial outcomes. Why does my Performance Max ROAS look great but growth has stalled? Brand searches and remarketing can inflate reported Performance Max ROAS. Separate brand, non-brand and channel reporting shows the campaign's incremental contribution. We optimise budget against that commercial result. What inputs does Performance Max need to work? Performance Max needs deduplicated conversions with verified values, complete creative assets and focused search themes. Audience signals and a clean retail product feed provide additional context. Smart Bidding uses these inputs to decide which auctions and users receive budget. What are search themes in Performance Max? Each asset group can use up to 50 search themes. Search themes signal the searches that Google should prioritise, but they do not operate as exact keywords. We review the generated searches, add negative keywords and refine themes using conversion data. Does Performance Max work for lead generation? Yes, when bidding receives qualified-lead data. We import CRM stages, sales-accepted leads and offline conversions into Google Ads. Placement and content exclusions reduce spend on inventory associated with unusable enquiries. What is the difference between Performance Max and Standard Shopping? Standard Shopping provides direct product-group and bid controls for Shopping inventory. Performance Max uses automated bidding across Shopping, Search, YouTube, Display, Gmail, Discover and Maps. Native channel reports show its allocation, but account managers have fewer direct controls. Many retail accounts test both campaign types against the same commercial outcomes. How long does Performance Max take to learn? Performance Max often needs several weeks of stable data before performance settles. Low conversion volume can extend that period. Frequent structural changes restart parts of the learning process. We batch material changes and assess them over an agreed measurement window. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/performance-max-management#service", "name": "Performance Max management", "url": "https://cleandigital.co.uk/performance-max-management", "description": "Performance Max management from a UK Google Premier Partner. Control brand traffic, search themes, feeds and channel spend. Get a free senior PMax review.", "serviceType": [ "Performance Max management", "PMax campaign management", "Google Ads management" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/performance-max-management#webpage" } }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/performance-max-management#webpage", "url": "https://cleandigital.co.uk/performance-max-management", "name": "Performance Max Management Agency UK | Clean Digital", "description": "Performance Max management from a UK Google Premier Partner. Control brand traffic, search themes, feeds and channel spend. Get a free senior PMax review.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/performance-max-management#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/performance-max-management#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/performance-max-management#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 3, "name": "Performance Max", "item": "https://cleandigital.co.uk/performance-max-management" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/ppc-agency-edinburgh Markdown URL: https://cleandigital.co.uk/ppc-agency-edinburgh/index.md --- title: "PPC Agency Edinburgh | Paid Search and Google Ads | Clean Digital" description: "Edinburgh PPC agency for Google Ads, paid search, Microsoft Ads, paid social, programmatic and analytics. Senior specialists for Scottish and UK businesses." canonical: "https://cleandigital.co.uk/ppc-agency-edinburgh" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Edinburgh, Scotland # PPC agency Edinburgh We are an employee-owned PPC agency in Edinburgh. We manage Google Ads, paid search, Microsoft Ads, paid social, programmatic and analytics for businesses across the UK and internationally. [Get a free PPC review](https://cleandigital.co.uk/ad-account-audit) [Google Ads in Edinburgh](https://cleandigital.co.uk/google-ads-agency-edinburgh)  Senior PPC support from Edinburgh employee-owned team Edinburgh ad spend managed £160M+ UK Google Ads partner status Top 3% ## What the Edinburgh PPC team manages PPC work is split by commercial role, so every channel has a clear reason to receive budget. ### Paid search and Google Ads Search terms, Shopping feeds, Performance Max, Microsoft Ads, negatives, budgets and bid strategies are managed around qualified demand rather than raw traffic. [Google Ads agency Edinburgh](https://cleandigital.co.uk/google-ads-agency-edinburgh) ### Paid media beyond search Paid social and programmatic are planned when the account needs more demand, retargeting or reach than search can capture on its own. [Paid social management](https://cleandigital.co.uk/paid-social) ### Tracking and commercial reporting GA4, Google Tag Manager, CRM stages, offline conversion imports and reporting are checked before Smart Bidding or monthly ROAS is trusted. [PPC analytics and tracking](https://cleandigital.co.uk/data-and-analytics) ### Budget control and senior review The account is reviewed for wasted spend, weak lead quality, unreliable conversion actions and campaigns that need to be cut, protected or scaled. [Free PPC account review](https://cleandigital.co.uk/ad-account-audit) ## What a free PPC review checks Local proximity is useful only when the account review is commercially specific. These are the checks our Edinburgh team uses before recommending more spend. [Start the review](https://cleandigital.co.uk/ad-account-audit) Brand and non-brand split for Edinburgh, Scotland, UK and international campaigns Search terms, match types and negative keyword lists Shopping feed quality, Merchant Center issues and Performance Max leakage Conversion actions, values, consent handling and offline imports Paid social and programmatic overlap with search demand Budget moves worth making before the next month starts ## Edinburgh base, UK-scale accounts The team runs accounts from Edinburgh for local, Scottish, UK and international advertisers. The advantage is senior access and accountability, not a small local-only account model. [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) [Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) 127% YoY increase in PPC enrolments Arden University used value-based bidding and lead-quality work to grow enrolments. 236% increase in booking revenue Rabbies scaled booking revenue with paid search, paid social and programmatic support. ## PPC agency Edinburgh FAQs ### Is Clean Digital an Edinburgh PPC agency? Yes. We are an employee-owned PPC agency based at Commercial Street in Edinburgh. We manage Google Ads, paid search, Microsoft Ads, paid social, programmatic and analytics across the UK and internationally. [Meet the team](https://cleandigital.co.uk/about) ### Do you only work with Edinburgh businesses? No. Edinburgh is our base, but most accounts are national or international. Local businesses can meet the team in person, while UK and international clients get the same senior PPC specialists and reporting rhythm. [PPC agency UK](https://cleandigital.co.uk/) ### What is the difference between this and your Google Ads Edinburgh page? This page covers the wider PPC and paid media relationship: paid search, paid social, programmatic, tracking and reporting. The Google Ads Edinburgh page is the narrower page for businesses specifically comparing Google Ads agency support in Edinburgh. [Google Ads agency Edinburgh](https://cleandigital.co.uk/google-ads-agency-edinburgh) ### How do we start with an Edinburgh PPC agency? Start with a free account review. A senior specialist checks where the budget is leaking, whether tracking can be trusted, and which fixes would make the biggest commercial difference. [Get a free PPC review](https://cleandigital.co.uk/ad-account-audit) ## Bring the account to the Edinburgh team We will review the account, show where the money is leaking, and explain which changes should happen first. [Get a free PPC review](https://cleandigital.co.uk/ad-account-audit) ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/ppc-agency-edinburgh#service", "name": "Clean Digital: PPC Agency Edinburgh", "url": "https://cleandigital.co.uk/ppc-agency-edinburgh", "description": "Edinburgh PPC agency for Google Ads, paid search, Microsoft Ads, paid social, programmatic and analytics. Senior specialists for Scottish and UK businesses.", "serviceType": [ "PPC Agency Edinburgh", "Paid Search Agency Edinburgh", "Google Ads Agency Edinburgh", "Paid Media Agency Edinburgh", "PPC Account Audit" ], "areaServed": [ { "@type": "City", "name": "Edinburgh" }, { "@type": "AdministrativeArea", "name": "Scotland" }, { "@type": "Country", "name": "United Kingdom" } ], "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/ppc-agency-edinburgh#webpage" }, "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Clean Digital: PPC Agency Edinburgh services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "PPC Management Edinburgh" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Google Ads Management Edinburgh" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Microsoft Ads Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Management" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Programmatic Advertising" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Tracking" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Free PPC Account Review" } } ] } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Is Clean Digital an Edinburgh PPC agency?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We are an employee-owned PPC agency based at Commercial Street in Edinburgh. We manage Google Ads, paid search, Microsoft Ads, paid social, programmatic and analytics across the UK and internationally." } }, { "@type": "Question", "name": "Do you only work with Edinburgh businesses?", "acceptedAnswer": { "@type": "Answer", "text": "No. Edinburgh is our base, but most accounts are national or international. Local businesses can meet the team in person, while UK and international clients get the same senior PPC specialists and reporting rhythm." } }, { "@type": "Question", "name": "What is the difference between this and your Google Ads Edinburgh page?", "acceptedAnswer": { "@type": "Answer", "text": "This page covers the wider PPC and paid media relationship: paid search, paid social, programmatic, tracking and reporting. The Google Ads Edinburgh page is the narrower page for businesses specifically comparing Google Ads agency support in Edinburgh." } }, { "@type": "Question", "name": "How do we start with an Edinburgh PPC agency?", "acceptedAnswer": { "@type": "Answer", "text": "Start with a free account review. A senior specialist checks where the budget is leaking, whether tracking can be trusted, and which fixes would make the biggest commercial difference." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/ppc-budget-planning-and-reporting Markdown URL: https://cleandigital.co.uk/ppc-budget-planning-and-reporting/index.md --- title: "PPC Budget Planning | Forecasts and Reporting | Clean Digital" description: "Plan PPC budgets with forecasts, pacing and reports that show which campaigns to scale, hold or cut across Google Ads and paid media." canonical: "https://cleandigital.co.uk/ppc-budget-planning-and-reporting" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # PPC budget planning & reporting Forecasts, budget splits and monthly reporting that show what is working, what to cut, and where more budget would actually help. Plan a budget first with the free [PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator), then make it defensible as part of your [paid search](https://cleandigital.co.uk/paid-search) programme. [Use the free PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator) £160M+ in ad spend managed Marginal return on spend non-brand search spend → profit contribution ↑ Fund here. Each extra pound still brings profitable volume. Diminishing. More spend mostly inflates cost; the budget works harder elsewhere. Budgets often get set by last year plus a gut feel, and reporting too often arrives as a data dump that celebrates clicks and impressions while the numbers finance cares about stay unanswered. When leadership asks what another £5,000 a month would return, or which campaigns to cut, most accounts cannot say. We make the budget defensible and the reporting decision-led: forecasts you can take to a finance meeting, splits that follow where money actually works, and monthly reporting that ends with a recommendation, not a dashboard. ## What we deliver - Budget forecasts and scenarios you can take to finance - Channel and campaign budget splits by return - Marginal-return analysis: where the next pound works hardest - Monthly reporting tied to revenue, leads and bookings - Brand versus non-brand reporting, separated honestly - Pacing and seasonality management to avoid under or overspend - Clear scale, hold and cut recommendations - Board-ready summaries non-specialists can act on ## How we make a budget defensible When leadership asks what another £5,000 a month would return, or which campaigns to cut, the answer should already exist. We build the budget so it does. 0 1 ### Forecast with scenarios Roughly what a spend should return, at what cost per lead or sale, with conservative, expected and aggressive cases finance can weigh. 0 2 ### Split by marginal return Fund campaigns where the next pound still brings profitable volume, using lost impression share, demand and conversion economics, not a flat ROAS target. 0 3 ### Separate incremental from existing Tell demand you would have captured anyway apart from genuine growth, so budget funds what moves the business. 0 4 ### Pace and revise Pace spend through the month, plan around seasonality, and revise the forecast as real data comes in rather than setting it once. ## Results we actually manage [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Go deeper - [Using click share to spot performance outliers Catching campaigns missing available demand.](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) - [Value-based bidding: what it is and why you need it Reporting and bidding on real value, not volume.](https://cleandigital.co.uk/blog/value-based-bidding-what-is-it-and-why-you-need-to-be-using-it-asap) - [Bidding towards new customer acquisition Funding incremental growth over existing demand.](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) ## Related services & tools - [PPC budget calculator Forecast what a budget should return.](https://cleandigital.co.uk/tools/media-spend-calculator) - [Agency media planner Turn a budget into a cross-channel plan.](https://cleandigital.co.uk/agency-media-planner) - [Paid social advertising Plan and report budget across the full funnel.](https://cleandigital.co.uk/paid-social) - [Programmatic advertising Where upper-funnel budget is planned and measured.](https://cleandigital.co.uk/programmatic) - [Data & analytics Deeper dashboards and revenue modelling.](https://cleandigital.co.uk/data-and-analytics) - [Paid search management The wider PPC programme.](https://cleandigital.co.uk/paid-search) ## Common questions What teams ask about budget planning & reporting before they hand over an account. Can you forecast what a given budget will return? Yes, directionally and with scenarios. We build forecasts from real benchmarks and your account data, showing roughly what a spend should return, at what cost per lead or sale, with conservative, expected and aggressive cases so the number is defensible in a finance conversation. How do you decide where to add budget? By marginal return, not flat ROAS. We look at where added spend still brings profitable volume versus where it has hit diminishing returns, using signals like lost impression share and conversion economics, and we separate incremental growth from demand you would have captured anyway. What does your reporting actually tell me? What is working, what to cut, and where more budget would help, tied to revenue, leads and bookings rather than clicks. We report brand and non-brand separately and end with a clear recommendation, not just a dashboard to interpret yourself. Do you have free tools to plan a budget? Yes. The media spend calculator estimates what a budget should return, and the agency media planner turns a budget into a cross-channel plan. They use the same planning logic we apply for clients, so you can sanity-check a budget before committing. How do you stop campaigns under or overspending? We pace spend through the month, plan around seasonality and demand peaks, and watch early signals like click share to catch campaigns missing available demand. Forecasts are revised as real data comes in rather than set once and forgotten. Can you report across channels, not just Google? Yes. We plan and report budget across paid search, Shopping, paid social and programmatic together, so the split reflects the whole funnel. The agency media planner supports the cross-channel view. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#service", "name": "PPC budget planning & reporting", "url": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting", "description": "Plan PPC budgets with forecasts, pacing and reports that show which campaigns to scale, hold or cut across Google Ads and paid media.", "serviceType": [ "PPC budget planning", "Paid media reporting", "PPC forecasting" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#webpage" } }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#webpage", "url": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting", "name": "PPC Budget Planning | Forecasts and Reporting | Clean Digital", "description": "Plan PPC budgets with forecasts, pacing and reports that show which campaigns to scale, hold or cut across Google Ads and paid media.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 3, "name": "Budget planning & reporting", "item": "https://cleandigital.co.uk/ppc-budget-planning-and-reporting" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Can you forecast what a given budget will return?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, directionally and with scenarios. We build forecasts from real benchmarks and your account data, showing roughly what a spend should return, at what cost per lead or sale, with conservative, expected and aggressive cases so the number is defensible in a finance conversation." } }, { "@type": "Question", "name": "How do you decide where to add budget?", "acceptedAnswer": { "@type": "Answer", "text": "By marginal return, not flat ROAS. We look at where added spend still brings profitable volume versus where it has hit diminishing returns, using signals like lost impression share and conversion economics, and we separate incremental growth from demand you would have captured anyway." } }, { "@type": "Question", "name": "What does your reporting actually tell me?", "acceptedAnswer": { "@type": "Answer", "text": "What is working, what to cut, and where more budget would help, tied to revenue, leads and bookings rather than clicks. We report brand and non-brand separately and end with a clear recommendation, not just a dashboard to interpret yourself." } }, { "@type": "Question", "name": "Do you have free tools to plan a budget?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. The media spend calculator estimates what a budget should return, and the agency media planner turns a budget into a cross-channel plan. They use the same planning logic we apply for clients, so you can sanity-check a budget before committing." } }, { "@type": "Question", "name": "How do you stop campaigns under or overspending?", "acceptedAnswer": { "@type": "Answer", "text": "We pace spend through the month, plan around seasonality and demand peaks, and watch early signals like click share to catch campaigns missing available demand. Forecasts are revised as real data comes in rather than set once and forgotten." } }, { "@type": "Question", "name": "Can you report across channels, not just Google?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We plan and report budget across paid search, Shopping, paid social and programmatic together, so the split reflects the whole funnel. The agency media planner supports the cross-channel view." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/privacy-policy Markdown URL: https://cleandigital.co.uk/privacy-policy/index.md --- title: "Privacy Policy | Clean Digital" description: "Learn how Clean Digital collects, uses and protects your personal data when you visit our website or use our services." canonical: "https://cleandigital.co.uk/privacy-policy" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Privacy & Cookie Policy We value your privacy and aim to be transparent about how we collect, use, and protect your information. [Home](https://cleandigital.co.uk/) Privacy Policy Introduction Information Collection Information Usage Cookie Policy Your Rights ### Cookie Preferences You can adjust your cookie preferences at any time by clicking the button below. ## Introduction Welcome to Clean Digital's Privacy Policy. At Clean Digital, we believe in a liberal approach to data collection and usage that allows us to provide you with the best possible experience while using our services. This Privacy Policy was last updated on July 7, 2026. By using our website, you consent to the collection and use of your information as described in this Privacy Policy. We may update this policy from time to time, and we'll notify you of any significant changes. ## Information Collection We collect information to provide, improve, and promote our services. Here's what we might collect: - **Personal Information:** We may collect your name, email address, phone number, and other contact details when you fill out forms on our website. - **Device Information:** We gather data about your device, including IP address, browser type, operating system, and other technical information. - **Usage Data:** We collect information about how you interact with our website, such as pages visited, time spent, and actions taken. - **Cookies and Similar Technologies:** We use cookies, web beacons, and similar technologies to enhance your experience and collect data about your browsing activities. - **Third-Party Information:** We might receive information about you from our partners, social media platforms, and other third-party sources. - **Free Tool Inputs:** If you have accepted analytics or marketing cookies, some of our free tools record a limited set of the details you enter so we can understand who is using them and follow up where relevant. For the Google Ads Preview Tool this is limited to business names and website addresses you type, grouped by anonymous browsing session. We do not record ad copy, headlines, descriptions or sitelink text. This data is stored securely, is not shared with third parties, and is deleted automatically after 90 days. Our approach is comprehensive – we believe in collecting all data that might help us improve your experience. ## Information Usage We use your information for various purposes, including: - Providing, maintaining, and improving our services - Personalising your experience on our website - Communicating with you about our services, updates, and offers - Analysing usage patterns to enhance our website and services - Marketing and promoting our services to you and others - Developing new products, services, and features - Protecting our rights, property, or safety, and that of our users We believe in using data to its fullest potential to create better experiences. Our liberal approach means we might use your information in innovative ways that help us serve you better. ### Data Sharing Philosophy We believe in the free flow of information and may share your data with: - Trusted partners and service providers who help us deliver our services - Advertisers and marketing networks to deliver relevant content - Analytics providers to help us understand how our services are used - Social media platforms to better connect with you ## Cookie Policy We love cookies! (Both the digital kind and the chocolate chip variety.) Our website uses cookies and similar technologies to enhance your experience and help us improve our services. ### What Are Cookies? Cookies are small text files that are stored on your device when you visit our website. They help us recognise your device and remember information about your visit. ### Types of Cookies We Use - **Essential Cookies:** These are necessary for the website to function properly and cannot be disabled. - **Functional Cookies:** These help us remember your preferences and settings to enhance your experience. - **Analytics Cookies:** These help us understand how visitors interact with our website, allowing us to improve it. - **Marketing Cookies:** These track your online activity to help us deliver relevant advertising. ### Our Cookie Philosophy We believe in a comprehensive approach to cookies. By default, we enable all cookies to provide you with the best experience possible. Our philosophy is that more data leads to better services and experiences for you. ### Managing Your Cookie Preferences While we recommend accepting all cookies for the optimal experience, you can customise your preferences through our Cookie Consent tool. You can also manage cookies through your browser settings, although this might affect your experience on our site. ## Your Rights While we enjoy collecting and using data to improve our services, we respect that you have certain rights: - **Access:** You can request access to the personal data we hold about you. - **Correction:** You can ask us to correct inaccurate or incomplete information. - **Deletion:** In certain circumstances, you can ask us to delete your personal data. - **Restriction:** You can request that we restrict the processing of your data in certain cases. - **Objection:** You have the right to object to our processing of your data in some situations. - **Data Portability:** You can request a copy of your data in a machine-readable format. To exercise any of these rights, please contact us. While we value data collection, we also value your autonomy and will work with you to address your concerns. This liberal Privacy Policy reflects our belief that data collection and usage, when done responsibly, leads to better services and experiences. We're committed to using your information ethically while providing you with the control you deserve. If you have any questions or concerns about our Privacy Policy, please don't hesitate to contact us. © 2026 Clean Digital. All rights reserved. ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/privacy-policy#webpage", "url": "https://cleandigital.co.uk/privacy-policy", "name": "Privacy Policy | Clean Digital", "description": "Learn how Clean Digital collects, uses and protects your personal data when you visit our website or use our services.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "dateModified": "2026-07-07" } ``` --- Source URL: https://cleandigital.co.uk/programmatic Markdown URL: https://cleandigital.co.uk/programmatic/index.md --- title: "Programmatic Advertising Agency UK | Clean Digital" description: "UK programmatic advertising agency for display, video, CTV and audio. Control inventory, frequency and measurement with a StackAdapt managed partner." canonical: "https://cleandigital.co.uk/programmatic" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- StackAdapt Managed Partner · Display · Video · CTV · Edinburgh, UK # UK programmatic advertising agency for measurable reach Clean Digital plans display, video, CTV, audio and DOOH through StackAdapt. Named inventory rules and frequency caps control where and how often ads appear. Reports connect viewable reach and assisted conversions with qualified demand. A senior team reviews every request. We reply within one working day. No obligation. 92% agency-wide client retention £160M+ agency-wide ad spend managed 12:1 agency-wide average ROI Where the impressions went Illustrative plan Impressions served 2.4M Viewable and rendered 1.5M Within an effective frequency cap 920K Right audience, brand-safe inventory 610K 4,200 assisted conversions traced to that reach In this illustrative plan, 610K impressions reach the defined audience on approved inventory. Those impressions produce 4,200 assisted conversions in the sample. Illustrative. We build your reconciliation from your campaign and analytics data. ## Why programmatic campaigns waste budget Programmatic spend can continue while sales, bookings and leads remain flat. Inventory quality determines whether a person can see the ad. Frequency and retargeting rules control repeated exposure. Incrementality measurement tests whether the campaign created qualified demand. A **programmatic advertising** review checks each control before the next budget decision. ### Weak inventory Open-exchange inventory can place ads on made-for-advertising sites, cluttered pages and below-the-fold slots. Viewability reports show which paid impressions were visible to a person. Management action: We buy through curated marketplaces and private deals with named publishers. Third-party tools verify viewability and screen for fraud. Domain and app exclusion lists remove unsuitable placements. ### Uncontrolled frequency Weak frequency controls show the same ad to some users too often. Other people in the target audience receive no exposure. Management action: We set caps from delivery and conversion data. We suppress recent converters and existing customers. Campaign pacing distributes impressions across more unique users. ### Broad retargeting One retargeting pool gives cart abandoners, bounced visitors and recent purchasers the same creative. The account then spends on low-intent visits and people who have already converted. Management action: We segment retargeting pools by recency, page depth and intent. Each segment receives suitable creative. Paid search and paid social handle warm audiences when those channels can close the conversion. ### No incrementality measurement Reports limited to impressions, clicks and CPMs cannot show incremental demand. The budget remains hard to defend without assisted conversion, lift or pipeline evidence. Management action: We track assisted conversion paths and qualified visits. We run brand-lift or geo-based incrementality tests when the budget supports a valid design. Reports connect reach with search demand and pipeline. Spend by impression frequency Illustrative sample 41 % 38 % 17 % 3 % 1 % 1–3 4–6 7–10 11–15 16+ spend above sample review point % = conversions This illustrative distribution compares spend with conversions at each frequency band. Audience size, format, objective and buying window determine the appropriate cap. Illustrative. We build your distribution from your delivery and conversion data. ## Programmatic advertising services Programmatic performance depends on five connected controls. We manage each control through our **programmatic advertising services** in your StackAdapt account. We document every campaign setting. ### Audience strategy and first-party data We activate first-party data, contextual signals and intent audiences. Lookalike models expand qualified reach. Suppression lists exclude customers and recent converters. ### Inventory quality, brand safety and fraud controls We select curated marketplaces and publisher allow-lists. Fraud, viewability and brand-safety controls determine where each campaign may serve. ### Frequency, pacing and budget control We set frequency caps, pacing, dayparting and channel budgets. The controls distribute spend across the planned audience. ### Creative sequencing We plan formats for display, native and video. Funnel stage determines the message sequence. Fatigue data triggers creative replacement. ### Measurement, brand lift and incrementality We report assisted conversions and run brand-lift or incrementality tests. Each method measures the demand created by paid reach. Run with our [data and analytics team](https://cleandigital.co.uk/data-and-analytics). ## Programmatic advertising channels A programmatic plan assigns a specific role and measurement method to each channel. Our [simple guide to programmatic advertising](https://cleandigital.co.uk/blog/programmatic-advertising-a-simple-guide) explains how the buying process works. ### Display and native Controlled reach and retargeting across publisher inventory Display buys reach across publisher inventory. Native ads match the format of the surrounding page. We use curated marketplaces and allow-lists to control placement quality. Third-party measurement checks viewability and fraud. Measured on: Viewable reach, frequency, assisted conversions and retargeting pool conversion rates. ### Online video and connected TV Video and streaming inventory with audience and frequency controls We plan online video and CTV separately because their formats and viewing contexts differ. Audience definitions and frequency caps coordinate delivery across both channels. Online video can support direct response. CTV reports reach and downstream demand signals. Measured on: Viewable or completed views, audience reach, frequency, brand lift and downstream search behaviour. ### Digital audio and DOOH Audio and out-of-home reach planned around context and geography Digital audio buys streaming and podcast inventory. DOOH buys screens in public locations. Audience, location and timing rules control delivery because neither channel relies on clicks. Measured on: Listen-through rates or verified plays, estimated reach, frequency and area-level demand movement. ### Retargeting and suppression Sequenced follow-up with recent converters and customers excluded We segment retargeting pools by recency and intent. Suppression lists exclude recent converters, existing customers and low-value visits. Measured on: Reach by audience segment, frequency, assisted conversions and conversion rates by recency window. A campaign needs enough budget to reach a defined audience within its frequency cap. If the forecast cannot support that delivery, prioritise [paid search](https://cleandigital.co.uk/paid-search) first. Use our [PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator) to compare the channel split. ## How programmatic campaigns are planned and managed We audit the existing plan before changing budget. We verify tracking before campaign activation. Each step produces a written decision or campaign control. 1 Step 1 ### Audit audience, inventory and measurement We review the inventory, audiences, frequency, creative and tracking before changing any budget. - Where reach is landing, by channel and placement - Frequency and overlap waste, quantified - Whether the reach is driving any real demand 2 Step 2 ### Set channel roles, budgets and frequency We rebuild the channel mix, frequency caps, audience targeting and brand-safety rules. - Curated inventory and exclusion lists live - Effective-frequency caps and suppression in place - Creative sequenced to funnel stage 3 Step 3 ### Activate, test and report incremental demand StackAdapt campaigns launch after tracking is verified. Reports show the leads and demand attributed to each campaign. - Assisted-conversion and post-impression paths tracked - Brand-lift or incrementality testing where it fits - Reporting built around the next budget decision The free media plan review provides the first written assessment. ## Programmatic campaign measurement We agree the measurement plan before campaign activation. Each channel receives a demand signal that matches its role. Our [data and analytics team](https://cleandigital.co.uk/data-and-analytics) runs attribution and incrementality work when the available data supports a reliable answer. 01 ### Viewable reach and frequency Reports break out viewable impressions, unique reach and frequency by channel, audience and placement. The comparison shows whether budget expanded reach or repeated exposure to the same users. 02 ### Assisted conversions and search lift We review post-view and assisted paths alongside branded search, qualified visits and conversion activity. Declared attribution windows prevent the report from treating every exposure as a sale. 03 ### Brand lift and geo-based incrementality Brand-lift studies or matched-area comparisons require enough campaign scale and geographic coverage. Each valid test compares exposed and control groups. The result includes the method and its limitations. ## Programmatic advertising results [Browse all case studies](https://cleandigital.co.uk/case-studies) The published case studies below report combined paid media outcomes. Programmatic was part of each wider plan, but the headline figures are not attributed to programmatic alone. [ Travel and hospitality 236% YoY increase in booking revenue Rabbies Programmatic formed part of the wider paid media plan. The published case study does not isolate its contribution to the result. Read the Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) [ Education, high consideration 127% YoY increase in PPC enrolments Arden University Programmatic formed part of the wider paid media plan. The published case study does not isolate its contribution to the result. Read the Arden University case study](https://cleandigital.co.uk/case-studies/arden-university)  Fraser Smith is Chief Strategy Officer at Clean Digital. ## Is programmatic right for your business? Programmatic commits budget across several channels and inventory sources. A **programmatic agency** needs enough audience, creative and measurement data to control delivery. Paid search should take priority when the budget only supports demand capture. Suitable when - Display, video or CTV spend requires channel-level return reporting - A new market needs paid reach before search and social can capture demand - Retargeting and prospecting need separate budgets, audiences and reports - Analytics and sales data are available for campaign measurement Start elsewhere when - The campaign will be judged only on CPM - Analytics or sales data cannot be used for measurement - The brief only requires bottom-funnel search capture - The campaign will be judged only on delivered impressions ## Programmatic advertising agency FAQs **Programmatic advertising** decisions depend on audience quality, channel roles, measurement and StackAdapt campaign controls. Clean Digital's [case studies](https://cleandigital.co.uk/case-studies) show how programmatic sits within wider paid media plans. ### Why is our programmatic spend not creating enough demand? Programmatic underperforms when broad audiences and weak inventory absorb the budget. Uncontrolled frequency and broad retargeting repeat exposure without expanding qualified reach. Reports limited to impressions cannot prove incremental demand. [Request a programmatic media plan review](https://cleandigital.co.uk/programmatic#lead-form) ### When does programmatic advertising make sense? Programmatic makes sense when a campaign needs controlled reach, retargeting or demand creation. The measurement plan must connect delivery with qualified visits, assisted conversions, search capture or pipeline. [How reach hands off to paid search](https://cleandigital.co.uk/paid-search) ### Which programmatic channels do you run: display, video, CTV, audio, DOOH? We select display, native, online video, CTV, digital audio or DOOH when the plan supports each channel. Audience, inventory and measurement requirements determine the final mix. Reports compare qualified demand with delivery volume. ### How do you measure programmatic beyond impressions? We review assisted conversion paths and connect reach with qualified visits, search capture and pipeline. Brand-lift or incrementality tests run when the campaign can support a valid design. We agree the measurement plan before launch. [See our data and analytics work](https://cleandigital.co.uk/data-and-analytics) ### How do you keep programmatic brand-safe and free of ad fraud? We buy through curated marketplaces and publisher allow-lists. Third-party tools verify viewability and screen for fraud. Brand-safety rules approve inventory before campaign launch. ### Do you use StackAdapt? Yes. StackAdapt is a key programmatic technology partner for Clean Digital. We use it when the audience, creative, inventory and measurement plan support the campaign objective. [More on our technology stack](https://cleandigital.co.uk/technology) ### How much budget does programmatic advertising need? The budget must reach a defined audience within the agreed frequency cap. The campaign also needs enough delivery to assess its measurement signal. We narrow the channel mix when a wider plan cannot generate reliable evidence. [Model the split with the PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator) ## Request a media plan review A senior strategist reviews your inventory, audiences, frequency controls and measurement setup. You receive a written assessment of wasted spend and suitable channel changes. The assessment also identifies where more budget could produce incremental demand. - Channel roles, inventory quality and audience controls - Attribution, assisted conversions and lift measurement - Frequency, creative fatigue and budget allocation - A written list of recommended changes 1 Request the review Submit the account details without booking a call. 2 We read your plan A senior strategist reviews inventory, frequency, audiences and measurement. 3 Written findings We send written recommendations within one working day.  Fraser Smith Chief Strategy Officer Progress 1 /4 ### What does programmatic need to prove? Increase brand awareness Increase qualified website visits Generate qualified leads Increase ecommerce sales Reduce customer acquisition cost Another objective A senior team reviews every request. We reply within one working day. We do not share your information. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/programmatic#service", "name": "Programmatic advertising agency services", "url": "https://cleandigital.co.uk/programmatic", "description": "UK programmatic advertising agency for display, video, CTV and audio. 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Control inventory, frequency and measurement with a StackAdapt managed partner.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/programmatic#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/programmatic#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/programmatic#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://cleandigital.co.uk/services" }, { "@type": "ListItem", "position": 3, "name": "Programmatic advertising", "item": "https://cleandigital.co.uk/programmatic" } ] }, { "@context": "https://schema.org", "@type": "Person", "@id": "https://cleandigital.co.uk/about#fraser-smith", "name": "Fraser Smith", "jobTitle": "Chief Strategy Officer", "worksFor": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "url": "https://cleandigital.co.uk/about", "image": "https://cleandigital.co.uk/images/team/headshots/fraser-smith.png" } ] ``` --- Source URL: https://cleandigital.co.uk/resources Markdown URL: https://cleandigital.co.uk/resources/index.md --- title: "Free PPC Tools, Calculators & Paid Media Guides | Clean Digital" description: "Free PPC calculators and paid media tools from a UK PPC agency: forecast Google Ads budgets, size ad tests, check creative specs and research audiences. No login required." canonical: "https://cleandigital.co.uk/resources" image: "https://cleandigital.co.uk/images/resources/previews/media-spend-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Free PPC Tools, Calculators & Paid Media Guides ## 01 / PPC Budget Calculators & Forecasting Tools Four calculators for the money questions that come up on every account: what a budget should return, how to split it across channels, how big a test needs to be, and how much the weather moves demand in your category. [](https://cleandigital.co.uk/tools/media-spend-calculator) ### [PPC Budget Calculator](https://cleandigital.co.uk/tools/media-spend-calculator) Calculator · Budget modelling · Updated Jul 2026 Enter an industry, country, objective and monthly budget to forecast impressions, clicks, leads or sales across Google, Meta and LinkedIn. - Budget to expected outcomes in under a minute - Industry and geography benchmarks behind every estimate [Use the calculator](https://cleandigital.co.uk/tools/media-spend-calculator) [](https://cleandigital.co.uk/agency-media-planner) ### [Agency Media Planner](https://cleandigital.co.uk/agency-media-planner) Calculator · Channel planning · Updated Feb 2026 Set a budget, a funnel split and a creative mix, and get a cross-channel plan in one view: CPMs, impressions and clicks for Google Ads, paid social and programmatic. - A channel plan built from budget and funnel mix - Creative split, CPM, impressions and clicks per channel [Open the planner](https://cleandigital.co.uk/agency-media-planner) [](https://cleandigital.co.uk/tools/ad-test-significance) ### [Ad Test Significance Calculator](https://cleandigital.co.uk/tools/ad-test-significance) Calculator · Test verdicts · Updated Jul 2026 Paste impressions and conversions from any ad platform and get a plain-English verdict: call it, keep running, or stop. Plan mode sizes the next test from budget and CPM, and both show your test rerun 1,000 times. - Sample size and finish date up front - Monte Carlo timing explorer for deeper analysis [Judge your test](https://cleandigital.co.uk/tools/ad-test-significance) [](https://cleandigital.co.uk/tools/weather-bidding) ### [Weather-Based Bidding Tool](https://cleandigital.co.uk/tools/weather-bidding) Calculator · Forecast response · Updated Mar 2026 If demand in your category rises and falls with the weather, your bids can too. See suggested bid and budget changes against the coming forecast for selected verticals. - Day-by-day forecast explorer for your region - Weather-led bid and budget adjustment suggestions [Check weather adjustments](https://cleandigital.co.uk/tools/weather-bidding) If the forecast says the account can’t hit the target the way it is set up now, a [free Google Ads account audit](https://cleandigital.co.uk/ad-account-audit) shows where the budget is going. ## 02 / Ad Preview & Creative Spec Tools Launches fall over on small things: a headline that truncates, an asset a few pixels off spec, a file the placement will not accept. These two tools help you catch those early. [](https://cleandigital.co.uk/ad-preview-tool) ### [Google Ads Preview Tool](https://cleandigital.co.uk/ad-preview-tool) Tool · Search ad QA · Updated Jul 2026 Build and compare responsive search ads with headlines, descriptions, display paths, logos and sitelinks in a Google-style result. - Compare up to four responsive search ads - Check character limits and likely truncation [Preview your ads](https://cleandigital.co.uk/ad-preview-tool) [](https://cleandigital.co.uk/tools/ad-spec-library) ### [Ad Specs Library & Build Sheet](https://cleandigital.co.uk/tools/ad-spec-library) Tool · Creative specs · Updated Jul 2026 Ad specs for Google, Meta, LinkedIn, TikTok and more. Tick the placements a campaign runs and get the fewest master assets to brief, each with the strictest limit it has to meet. - Dedupes placements into the fewest master assets - Sizes, durations and file limits with official sources [Build the sheet](https://cleandigital.co.uk/tools/ad-spec-library) If the creative is on-spec but still not converting, see how our [paid social team](https://cleandigital.co.uk/paid-social) builds and tests ad creative that keeps working past the first week. ## 03 / Audience & Placement Research Tools Display budgets leak into junk placements and the wrong audiences, and the platform interface rarely makes it obvious. These two tools show where your budget is going and who your ads reach. [](https://cleandigital.co.uk/tools/gdn-placement-directory) ### [GDN Placement Exclusions](https://cleandigital.co.uk/tools/gdn-placement-directory) Tool · Placement exclusions · Updated Jun 2026 Paste a Google Display Network placement report to flag the mobile app, anonymous and made-for-advertising inventory draining your budget, then export a Google Ads exclusion list. Includes a sourced starter kit of the Display exclusions to set first. - Flag app, anonymous and made-for-advertising inventory - Export a Google Ads placement exclusion list [Cut wasted placements](https://cleandigital.co.uk/tools/gdn-placement-directory) Running this at scale across programmatic is a bigger job. See how we run [programmatic campaigns](https://cleandigital.co.uk/programmatic) built to stay out of junk inventory. ## Find the tool for the job Each of these tools came out of real client work. Find the situation that sounds like yours and go straight to the one that helps. Finance wants next quarter’s paid media budget, with the numbers behind it. [Forecast the budget](https://cleandigital.co.uk/tools/media-spend-calculator) An ad test has been “almost significant” for three weeks. [Work out the sample size](https://cleandigital.co.uk/tools/ad-test-significance) Creative keeps bouncing back from platform review. [Check the spec first](https://cleandigital.co.uk/tools/ad-spec-library) Display spend is up and no one can say where the ads actually ran. [Cut wasted placements](https://cleandigital.co.uk/tools/gdn-placement-directory) A tool can show you the problem: leaking spend, an undersized test, placements full of junk. Fixing it often takes someone working in the account. A [free ad account audit](https://cleandigital.co.uk/ad-account-audit) gets our senior team on it, and the [case studies](https://cleandigital.co.uk/case-studies) show what that has changed for other clients. ## 04 / PPC Guides & Paid Media Analysis Longer reads on measurement, Shopping, AI search and choosing an agency: the questions clients actually ask us. [01 ### Store GCLIDs in a Google Sheets Document with GTM How to capture Google Click IDs in Tag Manager and store them in a Google Sheet, so you can match closed sales back to the keywords that won them. Measurement setup · Apr 2024 Read the guide](https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm) [02 ### Using Click Share to Spot Performance Outliers How to use click share to find campaigns that are missing available demand, and decide which accounts are worth a deeper optimisation pass. Account diagnosis · May 2024 Read the guide](https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers) [03 ### Comparison Shopping Services: What You Need to Know How Comparison Shopping Services fit Google Shopping, what changes in the account, and what to check before switching. Shopping strategy · Mar 2024 Read the guide](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) [04 ### How to Choose the Right Google Ads Agency A working checklist for judging any PPC agency on fit, structure, reporting honesty and working style, including this one. Agency selection · Jun 2024 Read the guide](https://cleandigital.co.uk/blog/choose-google-ads-agency) [05 ### How to Get Your Products into ChatGPT Shopping AI shopping is turning into a real discovery channel: how product feeds show up in ChatGPT Shopping, and what to fix in yours. Feed visibility · Jun 2024 Read the guide](https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping) [06 ### AI Search Visibility Report Review whether AI search surfaces mention your brand, competitors and useful first-party pages, then connect the gaps to priority content and paid search coverage. AI search evidence · Updated Jul 2026 Review the report scope](https://cleandigital.co.uk/ai-search-visibility-report) [07 ### What ChatGPT Agent Means for Advertisers What happens to your ads when an AI agent does the browsing instead of a person: the opportunities and the risks it creates for paid media teams. AI & paid media · Jul 2024 Read the guide](https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers) New measurement, Google Ads and ecommerce guides land on the [Clean Digital blog](https://cleandigital.co.uk/blog) first, and we work through the live versions in our [PPC webinars](https://cleandigital.co.uk/webinars). ## Questions about these PPC tools ### What free PPC tools are in this library? Four calculators for budget forecasting, media planning, ad test significance and weather-led bidding; working tools covering Google Ads previews, creative specs and GDN placements; six guides; and an AI search visibility report. Everything is built and maintained by the Clean Digital paid media team. ### Are the PPC calculators really free? Yes. Every calculator, tool and guide here is free to use with no login and no email gate. They exist because we wanted them for our own client work; publishing them costs us nothing extra. ### How accurate are the budget and forecast calculators? They are directional by design, built on industry and country benchmarks rather than your own account history. That makes them good for setting a rough budget, sense-checking a target or putting a first number on the table, then you refine it with a forecast built on your own data. ### Should I start with a calculator or a guide? Use a calculator or tool when you already know the job: planning a test, modelling a budget, checking a spec. Reach for a guide when the question is still forming: how to measure offline conversions, whether CSS is worth it, or how to compare Google Ads agencies. ### Can these tools replace PPC agency management? They take some of the guesswork out of the decisions around an account (budgets, tests, specs, targeting) but they don’t restructure campaigns, fix tracking or handle the week-to-week work. When one of them points to a problem you can’t fix from a spreadsheet, that’s often the point to book a free ad account audit. ## Found something that needs fixing? Get in touch and our paid media team will audit your ad account for free, then send you a short, ordered list of what’s wasting money, what isn’t tracked properly, and what’s worth testing. [Get a free account audit](https://cleandigital.co.uk/ad-account-audit) [Talk to us about managed PPC](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "CollectionPage", "@id": "https://cleandigital.co.uk/resources#collection", "url": "https://cleandigital.co.uk/resources", "name": "Free PPC Tools, Calculators and Paid Media Guides", "description": "Free PPC calculators and paid media tools from a UK PPC agency: forecast Google Ads budgets, size ad tests, check creative specs and research audiences. No login required.", "isPartOf": { "@type": "WebSite", "name": "Clean Digital", "url": "https://cleandigital.co.uk" } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" } ] }, { "@type": "ItemList", "name": "Clean Digital PPC resource library", "numberOfItems": 14, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "PPC Budget Calculator", "url": "https://cleandigital.co.uk/tools/media-spend-calculator" }, { "@type": "ListItem", "position": 2, "name": "Agency Media Planner", "url": "https://cleandigital.co.uk/agency-media-planner" }, { "@type": "ListItem", "position": 3, "name": "Ad Test Significance Calculator", "url": "https://cleandigital.co.uk/tools/ad-test-significance" }, { "@type": "ListItem", "position": 4, "name": "Weather-Based Bidding Tool", "url": "https://cleandigital.co.uk/tools/weather-bidding" }, { "@type": "ListItem", "position": 5, "name": "Google Ads Preview Tool", "url": "https://cleandigital.co.uk/ad-preview-tool" }, { "@type": "ListItem", "position": 6, "name": "Ad Specs Library & Build Sheet", "url": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 7, "name": "GDN Placement Exclusions", "url": "https://cleandigital.co.uk/tools/gdn-placement-directory" }, { "@type": "ListItem", "position": 8, "name": "Store GCLIDs in a Google Sheets Document with GTM", "url": "https://cleandigital.co.uk/blog/store-gclids-in-a-google-sheets-document-with-gtm" }, { "@type": "ListItem", "position": 9, "name": "Using Click Share to Spot Performance Outliers", "url": "https://cleandigital.co.uk/blog/using-click-share-to-spot-performance-outliers" }, { "@type": "ListItem", "position": 10, "name": "Comparison Shopping Services: What You Need to Know", "url": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know" }, { "@type": "ListItem", "position": 11, "name": "How to Choose the Right Google Ads Agency", "url": "https://cleandigital.co.uk/blog/choose-google-ads-agency" }, { "@type": "ListItem", "position": 12, "name": "How to Get Your Products into ChatGPT Shopping", "url": "https://cleandigital.co.uk/blog/how-to-get-your-products-into-chatgpt-shopping" }, { "@type": "ListItem", "position": 13, "name": "AI Search Visibility Report", "url": "https://cleandigital.co.uk/ai-search-visibility-report" }, { "@type": "ListItem", "position": 14, "name": "What ChatGPT Agent Means for Advertisers", "url": "https://cleandigital.co.uk/blog/what-chatgpt-agent-means-for-advertisers" } ] }, { "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What free PPC tools are in this library?", "acceptedAnswer": { "@type": "Answer", "text": "Four calculators for budget forecasting, media planning, ad test significance and weather-led bidding; working tools covering Google Ads previews, creative specs and GDN placements; six guides; and an AI search visibility report. Everything is built and maintained by the Clean Digital paid media team." } }, { "@type": "Question", "name": "Are the PPC calculators really free?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. Every calculator, tool and guide here is free to use with no login and no email gate. They exist because we wanted them for our own client work; publishing them costs us nothing extra." } }, { "@type": "Question", "name": "How accurate are the budget and forecast calculators?", "acceptedAnswer": { "@type": "Answer", "text": "They are directional by design, built on industry and country benchmarks rather than your own account history. That makes them good for setting a rough budget, sense-checking a target or putting a first number on the table, then you refine it with a forecast built on your own data." } }, { "@type": "Question", "name": "Should I start with a calculator or a guide?", "acceptedAnswer": { "@type": "Answer", "text": "Use a calculator or tool when you already know the job: planning a test, modelling a budget, checking a spec. Reach for a guide when the question is still forming: how to measure offline conversions, whether CSS is worth it, or how to compare Google Ads agencies." } }, { "@type": "Question", "name": "Can these tools replace PPC agency management?", "acceptedAnswer": { "@type": "Answer", "text": "They take some of the guesswork out of the decisions around an account (budgets, tests, specs, targeting) but they don’t restructure campaigns, fix tracking or handle the week-to-week work. When one of them points to a problem you can’t fix from a spreadsheet, that’s often the point to book a free ad account audit." } } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/rover Markdown URL: https://cleandigital.co.uk/rover/index.md --- title: "Rover | PPC Analysis and Spend Management Tools | Clean Digital" description: "Rover is the internal PPC analysis workspace Clean Digital uses to review spend, search queries, budget movement and reporting evidence." canonical: "https://cleandigital.co.uk/rover" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- PPC analysis workspace # ROVER: PPC ANALYTICS TOOLSET Rover is the internal PPC analysis workspace we use to review spend, query patterns, budget movement and reporting evidence across managed accounts. Real-time insights Campaign optimisation Performance tracking [127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university) ### Rover Analytics Active Campaigns 47 Keywords Tracked 2.8K Opportunities 156 Campaign Analysis Active Processing PPC data, last update: 12 seconds ago ## See What Others Miss In Your Campaigns We use Rover to surface hidden patterns and critical insights that standard platforms overlook, giving you an unfair advantage in the competitive advertising landscape. ### Fast Moving Queries We track and analyse rapidly changing search queries to identify emerging trends and opportunities before competitors do. - Trend spotting with real-time visualisation - Automated alert system for query volume spikes - Custom opportunity scoring algorithm Rover Dashboard  Live Data ### nGrams Analysis Discover which words and phrases in client campaigns drive the best performance, allowing us to optimise ad copy for maximum impact. - Keyword combination impact scoring - Performance-based phrase highlighting - Copy suggestion engine for improvements Rover Dashboard  Live Data ### Brand Control We monitor and protect brand terms from competitors while ensuring messaging remains consistent across all campaigns. - Competitor intrusion detection - Brand compliance monitoring - Automated defence recommendations Rover Dashboard  Live Data ## How Clean Digital Uses Rover Our team uses Rover to review spend movement, search-query patterns and reporting evidence before deciding which account changes matter. ## ADVANCED ANALYTICS CAPABILITIES Our team uses this sophisticated analytics toolset to deliver in-depth insights and optimisation opportunities across your campaigns Campaign Analysis Deep analysis tools we use to optimise campaign performance and identify opportunities for growth and efficiency ### CPC Overvalue Analysis Identifies when campaigns are paying too much for keywords and provides recommendations to lower cost-per-click whilst maintaining performance. ### Placement Analysis Evaluates performance across different networks and placements to optimise ad distribution and budget allocation. ### Fast Moving Query Analysis Identifies high-volume, rapidly changing queries related to current trends and events so we can capture timely opportunities for your campaigns. Performance Monitoring Continuous monitoring capabilities we use to ensure optimal campaign health and performance across all marketing initiatives ### Landing Page Status Continuously monitors landing pages to identify errors, broken links, or performance issues that could impact campaign effectiveness. ### Geoperformance Check Analyses performance by geographic location to uncover regional trends and optimise targeting strategies accordingly. ### Budget & Presence Audit Reviews budget allocation and campaign visibility to ensure optimal presence and spending across platforms. AI-Powered Insights Advanced machine learning capabilities that deliver deeper insights and predictive analysis to stay ahead of market trends ### Query Ngram Performance Uses advanced language processing to analyse multi-word queries and identify high-performing long-tail keyword opportunities. ### Missing Query Analysis Identifies valuable queries that campaigns aren't targeting, revealing gaps in the keyword strategy. ### AI-Powered Ad Text Analysis Leverages artificial intelligence to extract qualitative insights from competitor ad copy and identify effective messaging patterns. ### AI-Powered Market Insights Uses machine learning to detect competitor behaviours, messaging patterns, and market trends to inform strategic decisions. Specialized Insights Focused analysis tools for specific campaign aspects and channel optimisation to refine marketing approach ### Click Share & Shopping Insights Monitors click share performance metrics and provides detailed insights for shopping campaign optimisation. ### Ad Copy Checker Evaluates ad copy quality and effectiveness, providing recommendations to improve click-through rates and conversions. Advanced Capabilities ### Transform Your Data into Strategic Advantage We use our advanced analytics platform to uncover hidden patterns, optimise campaign performance and drive measurable growth through data-driven decision making. Custom dashboards Predictive modeling Machine learning insights Multi-platform analysis Real-time monitoring Attribution modeling Automated reporting Competitor analysis ## Ready to See Rover in Action? Schedule a free call to see how we use Rover to transform PPC reporting and automate client communications. We'll never share your information. See our [Privacy Policy](https://cleandigital.co.uk/privacy-policy). ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/rover#webpage", "url": "https://cleandigital.co.uk/rover", "name": "Rover | PPC Analysis and Spend Management Tools | Clean Digital", "description": "Rover is the internal PPC analysis workspace Clean Digital uses to review spend, search queries, budget movement and reporting evidence.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/search-campaign-management Markdown URL: https://cleandigital.co.uk/search-campaign-management/index.md --- title: "Search Campaign Management (Google & Microsoft Ads) | Clean Digital" description: "Search campaign management for Google Ads and Microsoft Ads, covering match types, negative keywords, brand separation, reliable tracking and Smart Bidding." canonical: "https://cleandigital.co.uk/search-campaign-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Search campaign management Search is where intent is highest, so control matters most. We run query-level management across Google Ads and Microsoft Ads: match-type strategy, maintained negatives, and brand and non-brand separated with their own targets, as the core of our [paid search management services](https://cleandigital.co.uk/paid-search) and [Google Ads management](https://cleandigital.co.uk/google-ads-agency). Get a free account review [The wider paid search programme](https://cleandigital.co.uk/paid-search) £160M+ in ad spend managed across search One broad match keyword corner sofa matches hundreds of queries Demand worth funding Spend that never converts Funded - corner sofa with chaise longue - grey fabric corner sofa - corner sofa next day delivery Negatived at account level - how to clean a velvet sofa - corner sofa assembly instructions - second hand corner sofa gumtree Search term review splits every keyword this way. Budget spent on queries that never convert is negatived out and redirected to the searches that do. Broad match plus Smart Bidding can be a strong combination or an expensive one, and the difference is control. Left unmanaged, search budget drifts onto loosely related queries, brand and non-brand blur into one flattering number, and the negative-keyword list ages while waste accumulates. We keep search accountable at the query level: what each pound matches against, which terms convert, and which to cut. ## What we manage - Match-type strategy suited to automated bidding - Account and campaign negative-keyword lists - Brand and non-brand split with own targets - Search-terms review and n-gram waste analysis - Structure that feeds Smart Bidding cleanly - Bid targets, value signals and new-customer bidding - Auction insights and impression-share calls - Same discipline across Google and Microsoft ## The four levers we keep on 0 1 ### Negatives that hold One canonical account-level list does the heavy lifting, not scattered, half-maintained exclusions, so loosely related queries stop draining budget. 0 2 ### Brand vs non-brand Separated into their own campaigns and targets, so non-brand growth is funded deliberately and automation cannot take cheap credit for brand. 0 3 ### Match types by job Broad where automated bidding has good signals and tight negatives; phrase and exact where control or efficiency demands it. 0 4 ### Structure for learning Enough separation to steer budget and read performance, without fragmenting the account into pieces too small for the algorithm to learn from. ## The same campaign type either compounds or leaks Modern search leans on broad match and automated bidding, which only works when you fence it in. The difference between the two columns is account control, not budget. Left to run - Budget drifts onto loosely related queries - Brand and non-brand blended into one number - Negative list ages while waste accumulates - Bidding optimises on whatever it is given Controlled at query level - Search terms reviewed on a cadence - Negatives maintained at account and campaign level - Brand and non-brand separated with their own targets - Match types chosen by job, not dogma ## Smart Bidding, run responsibly Automated bidding does exactly what the data tells it is good. We make sure that data, and the goals on top of it, are right before it spends. 01 ### Set realistic targets Target CPA or ROAS, or maximise conversion value, against goals the account can actually hit. 02 ### Feed real values Value-based bidding so it optimises for profit, not the volume of cheap conversions. 03 ### Use new-customer signals Weight bids toward new buyers where acquiring them matters more than repeat demand. 04 ### Run it on clean data Deduplicated conversions and offline imports, so it never learns from junk. The same query-level discipline applies on both engines, but they are not run as copies of each other. Microsoft has a different audience, competitive set and its own levers, so we manage it deliberately on our [Microsoft Ads management service](https://cleandigital.co.uk/microsoft-ads-management), and none of it works without the clean inputs from [conversion tracking](https://cleandigital.co.uk/conversion-tracking). ## Results we actually manage [ 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ 127% YoY increase in PPC enrolments Arden University Value-based bidding used enrolment data, so spend followed applicants who enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [ 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Go deeper - [Account-level negative keywords: one list to rule them all Our approach to negative-keyword hygiene.](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) - [PPC best practice: search terms Reading the search-terms report for waste and intent.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-search-terms) - [Brand campaigns: are they worth it? When brand search earns its budget.](https://cleandigital.co.uk/blog/clean-digital-ppc-best-practice-series-brand-campaigns-are-they-worth-it) - [Bidding towards new customer acquisition Weighting bids toward new buyers.](https://cleandigital.co.uk/blog/bidding-towards-new-customer-acquisition) ## Related services & tools - [Paid search management services The wider PPC programme this sits within.](https://cleandigital.co.uk/paid-search) - [Google Ads management Full Google-side depth.](https://cleandigital.co.uk/google-ads-agency) - [Microsoft Ads management The same discipline on Microsoft.](https://cleandigital.co.uk/microsoft-ads-management) - [Conversion tracking & measurement The data Smart Bidding runs on.](https://cleandigital.co.uk/conversion-tracking) - [Budget planning & reporting Where the budget should go next.](https://cleandigital.co.uk/ppc-budget-planning-and-reporting) ## Common questions What teams ask about search campaigns before they hand over an account. Is broad match safe with Smart Bidding? It can be, with guardrails. Broad match plus automated bidding works when you maintain strong negative-keyword lists, review search terms regularly, and feed bidding accurate conversion data. Without those controls it spends on loosely related queries that do not convert. Why separate brand and non-brand campaigns? Because blending them hides the truth. Brand captures demand you already have, so a blended report looks healthy while non-brand growth stalls. Separating them, each with its own targets and bidding, lets you see and fund the non-brand demand that actually scales the business. Do single-keyword ad groups still matter? Less than they used to. With automated bidding, the priority is giving the algorithm clean, well-organised conversion data and the right negatives, not fragmenting the account into pieces too small to learn from. We structure for control and learning, not dogma. How often should search terms be reviewed? Regularly, and more often just after launch or after big match-type or bidding changes. New queries enter constantly, so the negative list and search-terms review are ongoing work, not a one-off clean-up. What makes Smart Bidding work or fail? The data and goals behind it. Accurate, deduplicated conversions with real values and realistic targets let it optimise toward profit; missing values, duplicate conversions or off-site sales it cannot see lead it to chase cheap, low-value actions. Do you manage search on Microsoft as well as Google? Yes, with the same discipline but tuned to each engine. Microsoft has a different audience, competition and feature set, so we manage it deliberately rather than copying Google campaigns across and leaving them. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/search-campaign-management#service", "name": "Search campaign management", "url": "https://cleandigital.co.uk/search-campaign-management", "description": "Search campaign management for Google Ads and Microsoft Ads, covering match types, negative keywords, brand separation, reliable tracking and Smart Bidding.", "serviceType": [ "Search campaign management", "Google Ads search management", "PPC search management" ], "areaServed": { "@type": "Country", "name": "United Kingdom" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "mainEntityOfPage": { "@id": "https://cleandigital.co.uk/search-campaign-management#webpage" } }, { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/search-campaign-management#webpage", "url": "https://cleandigital.co.uk/search-campaign-management", "name": "Search Campaign Management (Google & Microsoft Ads) | Clean Digital", "description": "Search campaign management for Google Ads and Microsoft Ads, covering match types, negative keywords, brand separation, reliable tracking and Smart Bidding.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/search-campaign-management#breadcrumb" }, "mainEntity": { "@id": "https://cleandigital.co.uk/search-campaign-management#service" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/search-campaign-management#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Paid search", "item": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 3, "name": "Search campaigns", "item": "https://cleandigital.co.uk/search-campaign-management" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Is broad match safe with Smart Bidding?", "acceptedAnswer": { "@type": "Answer", "text": "It can be, with guardrails. Broad match plus automated bidding works when you maintain strong negative-keyword lists, review search terms regularly, and feed bidding accurate conversion data. Without those controls it spends on loosely related queries that do not convert." } }, { "@type": "Question", "name": "Why separate brand and non-brand campaigns?", "acceptedAnswer": { "@type": "Answer", "text": "Because blending them hides the truth. Brand captures demand you already have, so a blended report looks healthy while non-brand growth stalls. Separating them, each with its own targets and bidding, lets you see and fund the non-brand demand that actually scales the business." } }, { "@type": "Question", "name": "Do single-keyword ad groups still matter?", "acceptedAnswer": { "@type": "Answer", "text": "Less than they used to. With automated bidding, the priority is giving the algorithm clean, well-organised conversion data and the right negatives, not fragmenting the account into pieces too small to learn from. We structure for control and learning, not dogma." } }, { "@type": "Question", "name": "How often should search terms be reviewed?", "acceptedAnswer": { "@type": "Answer", "text": "Regularly, and more often just after launch or after big match-type or bidding changes. New queries enter constantly, so the negative list and search-terms review are ongoing work, not a one-off clean-up." } }, { "@type": "Question", "name": "What makes Smart Bidding work or fail?", "acceptedAnswer": { "@type": "Answer", "text": "The data and goals behind it. Accurate, deduplicated conversions with real values and realistic targets let it optimise toward profit; missing values, duplicate conversions or off-site sales it cannot see lead it to chase cheap, low-value actions." } }, { "@type": "Question", "name": "Do you manage search on Microsoft as well as Google?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, with the same discipline but tuned to each engine. Microsoft has a different audience, competition and feature set, so we manage it deliberately rather than copying Google campaigns across and leaving them." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/services Markdown URL: https://cleandigital.co.uk/services/index.md --- title: "PPC & Paid Media Agency Services | Clean Digital" description: "UK PPC and paid media agency services across Google Ads, paid social, programmatic and analytics. Reduce wasted spend and improve revenue, leads and ROAS." canonical: "https://cleandigital.co.uk/services" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Google Premier Partner · Edinburgh, UK · £160M+ ad spend managed # Paid media agency & PPC management Clean Digital runs [paid search](https://cleandigital.co.uk/paid-search), [paid social](https://cleandigital.co.uk/paid-social), [programmatic](https://cleandigital.co.uk/programmatic) and [analytics](https://cleandigital.co.uk/data-and-analytics) for businesses where the spend has to be accountable, to cut wasted budget and grow revenue, leads, bookings and ROAS. [Get a free account review](https://cleandigital.co.uk/contact) See client results £160M+ ad spend managed 92% client retention 12:1 average ROI 7+ industry awards One team · four channels Paid search & PPC Demand capture Paid social Demand creation Programmatic advertising Reach & retargeting Data & analytics Measurement 0 1 Demand capture ### Paid search & PPC Catch high-intent demand profitably [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) [Demand Gen campaign management](https://cleandigital.co.uk/demand-gen-agency) [YouTube Ads management](https://cleandigital.co.uk/youtube-ads-agency) [Shopping feed optimisation](https://cleandigital.co.uk/shopping-feed-optimisation) [Comparison Shopping Service (CSS)](https://cleandigital.co.uk/comparison-shopping-service) Google Ads and Microsoft Ads, run so the budget follows the searches that produce revenue. Depending on the account, that can mean tightening search-term control, separating brand from non-brand, fixing conversion tracking, or governing Shopping and Performance Max, the account work that often decides whether paid search pays back. Platforms & scope Shopping · Performance Max · Conversion tracking 0 2 Demand creation ### Paid social Creative that keeps producing demand [Paid social management](https://cleandigital.co.uk/paid-social) [LinkedIn lead generation](https://cleandigital.co.uk/linkedin-lead-generation) Meta, Instagram, TikTok and LinkedIn, often run on a standing creative testing system. Where it helps, we feed lead quality and revenue back into the platforms, so budget can move to the audiences and ads that bring in customers and the reporting holds up with your sales team. Platforms & scope Creative testing 0 3 Reach & retargeting ### Programmatic advertising Reach tied to measurable demand [Programmatic advertising](https://cleandigital.co.uk/programmatic) Display, native, video, audio, CTV and DOOH bought through StackAdapt, with the audience quality, inventory control and frequency caps that aim to keep budget out of junk placements and connect reach to assisted demand, retargeting and downstream behaviour. Platforms & scope Display · Native · Video · CTV · DOOH · Retargeting 0 4 Measurement ### Data & analytics Numbers your bidding and reporting can trust [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) [Offline conversion tracking](https://cleandigital.co.uk/offline-conversion-tracking) GA4, Google Tag Manager and offline conversion imports, built to make the numbers your bidding and reporting rely on accurate. Often value-based bidding, attribution and dashboards scoped to the decisions you make each month. Platforms & scope Conversion values · Attribution · Dashboards 01 · Paid search ## Paid search budgets often leak into queries that never convert Clean Digital is a paid search agency for advertisers who answer for the spend. Across Google Ads, Microsoft Ads and Amazon Ads, we apply the strategies an account needs to find wasted budget and move it to what brings in revenue. For example, cutting queries that don’t convert, tightening conversion tracking, or shifting spend toward the search terms, Shopping feeds and retail-media placements that perform. One senior team runs the queries, the feeds, the bidding and the reporting, across both lead generation and ecommerce. Whether you need broad paid search management or specialist Google Ads management, the depth is the same. [Paid search management](https://cleandigital.co.uk/paid-search) [Google Ads management](https://cleandigital.co.uk/google-ads-agency) The platforms ## Google Ads, Microsoft Ads and Amazon Ads Three platforms, each built and bid in its own right, in your own accounts, not a shared one. Most budgets lead with Google, but Microsoft Advertising and Amazon retail media often reach margin and audiences Google can’t. ### Google Ads The core of most paid search accounts The bulk of qualified search demand still runs through Google. We manage the full surface (Search, Shopping, Performance Max, Demand Gen and YouTube) and how we run it depends on the account: often query-level control, accurate conversion values, and bidding tied to revenue, leads or enrolments rather than raw conversion count. Best for Almost every advertiser; the account that has to perform Surfaces we run Search Shopping Performance Max Demand Gen YouTube ### Microsoft Ads Cheaper clicks, an audience Google misses Where it earns a place, we build Microsoft Advertising in its own right: its own budgets, audiences and reporting, rather than a copy-paste of the Google account. For many advertisers it returns cheaper clicks and an older, higher-value audience, which matters most in B2B and finance where its share is strongest. Best for B2B, finance and considered purchases Surfaces we run Search Shopping Audience Network ### Amazon Ads Retail media, next to the buy button For brands that sell on the marketplace, Amazon advertising puts spend where the buyer is already shopping. We run Sponsored Products, Sponsored Brands and Sponsored Display, plus Amazon DSP, typically managed to ACOS and total sales rather than clicks. Best for Brands selling on the Amazon marketplace Surfaces we run Sponsored Products Sponsored Brands Sponsored Display Amazon DSP Inside Google Ads ## The Google Ads campaign types we manage The main campaign types in a Google Ads account, and what we manage on each. ### Search Highest intent Text ads on the queries that signal someone is ready to buy or enquire. The aim is to keep spend on the searches that convert and off the ones that just look busy. - Match-type strategy and tight query control - Negative keyword lists that are actually maintained - Brand and non-brand split into separate budgets Your Brand yourbrand.co.uk/running-shoes Sponsored Buy Running Shoes Online | Free Next-Day Delivery Shop the new-season range with free returns and expert fitting. Trusted by 40,000+ runners. Men’s Women’s Trail Sale The full Google Ads build (Search, Shopping, Performance Max and feeds) lives under [Google Ads management](https://cleandigital.co.uk/google-ads-agency). How we manage it ## The upside is often in non-brand Brand search can flatter the report and tends to max out quickly, so in many accounts the room to grow sits in non-brand. Getting there often means cutting wasted spend and making the tracking trustworthy, then putting budget behind what genuinely converts. Where the budget goes Illustrative Before 41 % 33 % 26 % After 68 % 24 % Non-brand Brand Wasted Illustrative shape. Your numbers come from your own account. Strategies we apply, for example 0 1 ### Search-term control A match-type strategy and negative keyword lists that are actually maintained, so spend follows the queries that convert and not the ones that only look busy. 0 2 ### Brand vs non-brand Split into their own campaigns and targets, so ROAS reflects genuinely new business rather than demand you already owned. 0 3 ### Conversion tracking Deduplicated conversion actions, real revenue values and offline imports, so Smart Bidding optimises toward profit instead of form fills. 0 4 ### Shopping & feed quality Listing-group structure, feed fixes and margin-aware splits, so Shopping budget goes to the products that actually make money. 0 5 ### Performance Max governance Brand exclusions, asset coverage and budget caps, so Performance Max finds new customers instead of claiming credit for brand searches you would have won anyway. 0 6 ### Value-based bidding Bidding to enrolments, bookings or revenue rather than raw conversion count, so the account scales without the average order value dropping. Two ways to run it ## Lead generation and ecommerce are different machines Paid search splits in two. Lead generation PPC and ecommerce PPC are often bid, tracked and judged on different things, and we run both, whether that’s in one account or across separate ones. Lead generation ### Paid search for lead generation For B2B, education, finance and service businesses, the click is only the start. A common move is to feed your CRM back into the account, so bidding can follow qualified leads and revenue rather than raw form fills. - Offline conversion imports from your CRM and call tracking - Value-based bidding to qualified leads, bookings or enrolments - Lead quality fed back into the account, beyond cost per lead - Landing pages and forms built to convert the click Judged on qualified pipeline Ecommerce ### Paid search for ecommerce For retailers and DTC brands, much of the performance lives in the product feed and the margin. Often that means running Shopping and Performance Max off a clean Merchant Center feed, weighted to the products that actually make money. - Merchant Center feed quality, structure and disapproval fixes - Margin-aware Shopping and Performance Max - Bidding to ROAS and revenue rather than clicks - Promotions, seasonality and stock-aware budgets Judged on ROAS and revenue Paid search results ## Outcomes that hold up across sectors Higher education, ecommerce and national retail: judged on the numbers each business actually reports. Higher Education Arden University 5.2x Return on ad spend 127% YoY PPC enrolments [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) Travel & Tourism Rabbies 236% YoY booking revenue 109% YoY tour bookings [Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) Retail & Garden Dobbies Garden Centres 14:1 ROAS, all paid channels 176% YoY sales via PPC [Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) More work across paid search, social and programmatic on the [case studies](https://cleandigital.co.uk/case-studies). Start here ## Start with a free paid search audit We go through your Google Ads, Microsoft Ads or Amazon account and show you exactly where the budget is going. No obligation, and you keep the findings either way. What you get - Where spend is going to queries that never convert - Whether your conversion tracking and values can be trusted - Account structure, match types and negative-keyword gaps - Performance Max and brand-search overlap - The three changes we would make in the first month Get my free audit Month-to-month management, no long-term contract. How it works 1. 1 ### Audit We go through the account and show you the waste, the tracking gaps and the quickest wins. 2. 2 ### Fix Often a clean-up of tracking, structure, match types and negative keywords, so the data can be trusted. 3. 3 ### Scale Budget moves off wasted queries and onto the search terms, feeds and audiences that convert. 4. 4 ### Report Clear reporting tied to revenue, leads and ROAS: the numbers you actually answer for. 02 · Paid social ## Paid social often pays for clicks that never become customers Clean Digital is a paid social agency for advertisers who answer for the spend. Across Meta, Instagram, TikTok and LinkedIn, we apply the strategies an account needs to turn attention into customers. For example, rebuilding the creative testing system, fixing the tracking signals, or feeding lead quality back so budget follows the audiences and ads that actually convert. One senior team runs the creative, the audiences, the signals and the reporting, built to hold up with your sales team rather than just the platform dashboard. [Paid social management](https://cleandigital.co.uk/paid-social) [B2B paid social agency](https://cleandigital.co.uk/b2b-paid-social-agency) The platforms ## Meta, Instagram, TikTok and LinkedIn Each platform reaches a different buyer in a different mood, so each is built and bid in its own right. Most accounts lead with Meta, with the others added where the audience and the offer justify the spend. ### Meta Prospecting and retargeting at scale The workhorse of most paid social accounts. Meta gets expensive when broad audiences and tired ads keep finding cheap clicks, so the usual response is to cut the waste, rebuild the signals, and protect the spend that produces customers. Best for Consumer demand, retargeting and scale Formats we run Feed Reels Stories Advantage+ Catalogue ### Instagram Creative and commerce Instagram spend has to produce more than engagement. Where it helps, we test hooks, offers, landing pages and audience signals against revenue, qualified leads, bookings and returning customers rather than likes. Best for Visual brands, discovery and commerce Formats we run Feed Reels Stories Shopping ### TikTok Discovery-led testing TikTok only earns budget when discovery turns into measurable demand. The focus is often creative refresh, landing-page fit and follow-up, rather than treating a single strong week as repeatable. Best for Discovery, younger audiences, creative learning Formats we run In-Feed Spark Ads TopView ### LinkedIn B2B audience quality LinkedIn clicks are too expensive to send into generic B2B funnels. Audience fit, offer strength, sales-stage feedback and follow-up tend to decide whether the spend is worth keeping. Best for Defined B2B audiences and considered purchases Formats we run Sponsored Content Lead Gen Forms Message Ads Document Ads Snapchat, Reddit, YouTube, X, Pinterest are added when the audience and the offer justify the spend. The creative system ## A standing system for testing creative Paid social performance is often shaped more by the hook, the offer and the format than by the targeting. So creative testing is run as a system: a standing matrix of angles and formats, with the winners scaled and the rest cut. What we test - The hook: the first three seconds that decide the scroll - Offer and proof: what makes the click worth it - Format: UGC, static, carousel or video - Audience and exclusions: who sees it, and who shouldn’t - Landing-page fit: what the click lands on Hook × format matrix Illustrative Scale Testing Cut Past the first week ## Keep paid social compounding Even a winning ad fatigues as frequency climbs and the audience saturates. Holding performance is less about one big idea and more about the account work behind it: refresh cadence, clean audiences, trustworthy signals and lead-quality feedback. Creative performance / weeks Illustrative Without refresh, performance decays week on week Illustrative shape. Your numbers come from your own account. The account work 0 1 ### Creative refresh cadence Refresh timing set by frequency and decay data, so budget isn’t stuck behind angles that have already tired out. 0 2 ### Audiences & exclusions Prospecting, retargeting and returning customers split and excluded properly, so prospecting isn’t flattered by warm traffic. 0 3 ### Signal quality Pixel and Conversions API events rebuilt and deduplicated, so the platform can optimise toward customers rather than cheap actions. 0 4 ### Lead-quality feedback CRM status and revenue fed back, so bidding can learn from accepted leads rather than form-fill counts. 0 5 ### Offer & landing-page fit The message and the landing page matched to the ad, so the click has somewhere worth landing. Paid social results ## Outcomes across very different audiences Higher education, travel and national retail: paid social working alongside search and the rest of the account, judged on the numbers each business reports. Higher Education Arden University 127% YoY PPC enrolments 28% YoY lead quality [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) Travel & tourism Rabbies 236% YoY booking revenue 109% YoY tour bookings [Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) Retail & Garden Dobbies Garden Centres 14:1 ROAS, all paid channels 176% YoY sales via PPC [Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Start here ## Start with a free paid social review We go through your Meta, Instagram, TikTok or LinkedIn account and show you where the budget is going: stale creative, weak signals, junk audiences and the quickest wins. No obligation, and you keep the findings either way. What you get - Where creative has gone stale, and what to test next - Whether the pixel and Conversions API can be trusted - How prospecting, retargeting and returning customers are reported - Lead-quality and CRM-feedback gaps - The three changes we would make in the first month Get my free review Month-to-month management, no long-term contract. How it works 1. 1 ### Audit the signals Account structure, creative, audiences, pixel and Conversions API events, and the CRM path, reviewed platform by platform, with no scaling until the priorities are clear. 2. 2 ### Rebuild the testing system Creative testing often moves from ad-hoc to systematic: a standing test matrix, with prospecting and retargeting split so their results are measured separately. 3. 3 ### Scale what sales accepts Budget follows qualified outcomes (accepted leads, revenue, bookings) with refresh cadence in place and learnings pushed into search and landing pages. 03 · Programmatic ## Programmatic reach often pays for impressions no one really sees Clean Digital is a programmatic agency for advertisers who answer for the spend. Across display, video, CTV, audio and DOOH (bought through StackAdapt), we apply the strategies a plan needs to turn reach into demand, for example shifting spend onto quality inventory, capping frequency, or tying impressions back to assisted conversions and pipeline. One senior team plans the channels, the audiences, the frequency and the measurement, so reach is judged on the demand it creates rather than the impressions it served. [programmatic advertising agency](https://cleandigital.co.uk/programmatic) The channels ## Display to DOOH, through one DSP We run programmatic through StackAdapt, so the whole funnel (from display to connected TV) is planned, capped and measured in one place rather than scattered across point solutions. One DSP, every channel Programmatic technology partner ### Display Standard and high-impact, curated inventory ### Native In-feed formats that match the environment ### Online video In-stream and out-stream, completion-led ### Connected TV CTV on premium streaming inventory ### Digital audio Streaming and podcast placements ### Digital out-of-home DOOH screens with audience triggers Where the budget leaks ## Reach has a point of diminishing returns Most conversions tend to happen in the first few impressions. After that, showing the same ad again rarely helps, but without a cap, the spend keeps climbing. So a lot of the work is making sure budget widens reach rather than repeating it to the same people. Spend vs conversions / frequency Illustrative 1–3 4–6 7–10 11–15 16+ Impressions per person Spend Conversions Illustrative shape. Your numbers come from your own campaigns. The media work 0 1 ### Inventory quality & brand safety Often a shift onto curated marketplaces and private deals, with viewability and fraud verification, so impressions run where a real person can see them. 0 2 ### Frequency & pacing Frequency caps set from the conversion data, with pacing tuned to widen unique reach rather than repeat it to the same pool. 0 3 ### Audiences & suppression First-party data, lookalikes and intent signals, with recent converters and existing customers suppressed, so spend chases new demand. 0 4 ### Retargeting segmentation Pools split by recency and intent, creative sequenced to each stage, and warm audiences passed to search and social where the sale often closes. 0 5 ### Measurement & incrementality Assisted-conversion paths, plus brand-lift or geo incrementality where budget supports it, so reach is reported against demand rather than impressions. The funnel role ## Reach that hands off to search and social Programmatic rarely closes the sale on its own. It creates demand at the top of the funnel and hands it to the channels built to capture it, with the measurement to prove the connection. 0 1 ### Create demand Display, video and CTV put the brand in front of the right audience on quality inventory, ahead of the search. 0 2 ### Capture demand The demand that reach creates is handed to the channels built to convert it. [paid search and paid social](https://cleandigital.co.uk/paid-search) 0 3 ### Prove it Assisted conversions, search lift and pipeline tie the reach back to a commercial number. [data and analytics](https://cleandigital.co.uk/data-and-analytics) Programmatic results ## Reach that showed up in the numbers Retail, travel and higher education: programmatic planned alongside search and social, and measured against the demand it created. Retail & ecommerce Dobbies Garden Centres 14:1 ROAS, all paid channels 176% YoY sales via PPC [Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Travel & tourism Rabbies 236% YoY booking revenue 109% YoY tour bookings [Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) Higher education Arden University 127% YoY PPC enrolments 5.2x return on ad spend [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) Start here ## Start with a free programmatic review We go through your display, video, CTV and audio campaigns and show you where the reach is landing: weak inventory, runaway frequency, junk placements and the quickest wins. No obligation, and you keep the findings either way. What you get - Where reach is landing, by channel and placement - Frequency and overlap waste, quantified - Whether the reach is driving any real demand - Inventory quality, brand safety and fraud exposure - The three changes we would make in the first month Get my free review Month-to-month management, no long-term contract. How it works 1. 1 ### Audit the plan We review the inventory, audiences, frequency, creative and tracking, with no budget moved until the priorities are clear. 2. 2 ### Rebuild the media plan Often a rebuild of the channel mix, frequency caps, audience targeting and brand-safety rules. 3. 3 ### Activate and prove Campaigns run on StackAdapt with measurement in place, so the leads and demand each one brings in are visible. 04 · Data & analytics ## If the tracking is wrong, the bidding optimises toward the wrong thing Clean Digital runs a data and analytics team for advertisers who answer for the spend. Across GA4, Google Tag Manager and offline conversion imports, we apply the work an account needs so the numbers can be trusted. For example, deduplicating conversions, attaching real values, or importing closed revenue from the CRM so bidding learns from outcomes rather than form fills. One senior team builds the tracking, the values and the dashboards, in your own accounts, documented so your team can keep them running. [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) The pipeline ## From click to defensible decision Trustworthy numbers come from a pipeline rather than a single tag. We capture the data, verify it, connect it to real outcomes, and report it in a form a board can act on. 01 ### Capture - GA4 and GTM events - Click IDs on every lead - Consent handled properly 02 ### Verify - Deduped conversion actions - Values on what matters - Data QA’d up front 03 ### Connect - CRM and sales stages in - Offline conversions imported - Warehouse-grade exports 04 ### Decide - Dashboards built for decisions - Value-based bidding live - Budgets that hold up Built on GA4 Google Tag Manager BigQuery Looker Studio Conversions API CRM The lever ## Bidding optimises toward whatever you measure Smart Bidding chases whatever the conversion data tells it is good. Feed it a flat count of form fills and it finds more form fills; feed it real revenue values and it can chase profit. So a lot of the work is making sure the numbers reflect what a customer is actually worth. What bidding optimises toward Illustrative Conversion count Revenue value Same conversions, weighted by what each is actually worth. The measurement work 0 1 ### Tracking foundation GA4 and Google Tag Manager built properly: deduplicated actions, clean parameters and a container that stays maintainable. Most of what follows depends on this layer. 0 2 ### Conversion values Revenue, margin or lead-quality values attached to the conversions that matter, so Smart Bidding can optimise toward profit rather than conversion count. 0 3 ### Offline conversions & CRM Where revenue closes on a call or months later, click IDs captured and CRM stages imported, so the platforms can learn from real outcomes. 0 4 ### Attribution & brand split Brand separated from non-brand and assisted demand quantified, so each channel is judged on what it actually contributes to a sale. 0 5 ### Dashboards that decide Reporting on warehouse-grade data, scoped to the small set of numbers a board reviews rather than every metric available. Who owns it ## Built in your accounts, owned by you Everything we build lives in your properties, under your login. The setup is documented so your team can maintain it, and if we ever part ways, it keeps working and stays with you. - GA4, Tag Manager and ad accounts in your properties - Dashboards and warehouse pipelines under your login - Documented so your team can maintain it - If we ever part ways, everything keeps working Stays with you - GA4 property Yours - Tag Manager container Yours - Ad accounts Yours - BigQuery & dashboards Yours The numbers behind the numbers ## Results that trace back to the measurement Every figure below sits on top of tracking and value work, the part that lets bidding and reporting chase the right outcome. Higher Education Arden University 5.2x return on ad spend 28% YoY lead quality [Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) Retail & Garden Dobbies Garden Centres 14:1 ROAS, all paid channels 25% online sales, last-click paid [Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Travel & tourism Rabbies 236% YoY booking revenue 109% YoY tour bookings [Rabbies case study](https://cleandigital.co.uk/case-studies/rabbies) Start here ## Start with a free tracking review We go through your GA4, Tag Manager and conversion setup and show you what the ad platforms are actually being taught: the gaps, the duplicates and the quickest wins. No obligation, and you keep the findings either way. What you get - Conversion events and deduplication, audited end to end - Value and bidding signals checked against real revenue - A plan for offline conversions and CRM feedback - The dashboard and reporting gaps, in priority order - The three changes we would make in the first month Get my free review Often two weeks of focused work rather than an open-ended retainer. How it works 1. 1 ### Audit the tracking We check GA4, Tag Manager, deduplication, values and consent, and hand back a prioritised fix list in plain English. 2. 2 ### Rebuild what’s broken Often events, values and offline imports rebuilt and verified against real transactions rather than test pings. 3. 3 ### Report on decisions Dashboards tied to revenue or pipeline, so the numbers your bidding and your board rely on can be trusted. Track record ## Proven across very different businesses [Browse all case studies](https://cleandigital.co.uk/case-studies) [Arden University Higher education 127% YoY increase in PPC enrolments Value-based bidding tied to enrolments, run across paid search, paid social, programmatic and analytics.](https://cleandigital.co.uk/case-studies/arden-university) [Dobbies Garden Centres National retail & ecommerce 14:1 ROAS across all paid channels Search, Shopping and paid social on one seasonal plan across 70+ stores and online.](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [Rabbies Travel & tourism 236% YoY increase in booking revenue Paid search, paid social and programmatic scaled booking revenue across the UK and US.](https://cleandigital.co.uk/case-studies/rabbies) Why Clean Digital ## Senior specialists, accountable for the spend We are a Google Premier Partner and an employee-owned PPC agency in Edinburgh. Our certified specialists manage your accounts, review the spend and explain every budget change. - Google Premier Partner: the top 3% of UK Google Ads agencies - Employee-owned, based in Edinburgh - UK & European Search Awards winner, 7+ industry awards       17 specialists across paid search, social, programmatic and data. [Meet the team](https://cleandigital.co.uk/about). UK Search Awards European Search Awards PPC Agency of the Year Digital Excellence Award Is it a fit? - Paid media spend is material and someone is accountable for what it returns - You run two or more channels and they are not joined up - Lead volume looks fine in the report but sales quality, ROAS or tracking do not - You want a senior team that challenges the account rather than just maintaining it Probably not, if - You need a first-ever campaign on a budget still too small to test properly - Price is the only thing on the agency shortlist - You want guaranteed positions or overnight ROAS promises FAQs ## Questions about working with a PPC agency 01 ### What does a PPC agency do? A PPC agency plans, runs and optimises paid media across Google Ads, Microsoft Ads, paid social and programmatic. At Clean Digital that often means cutting wasted spend, fixing conversion tracking, and moving budget toward the searches, audiences and ads that bring in revenue, leads and bookings. [PPC agency UK](https://cleandigital.co.uk/) 02 ### How much does paid media management cost? Fees depend on the channels, spend and scope, and we work month-to-month rather than on long-term contracts. The starting point is a free review of your accounts that shows what is worth fixing and where more budget would pay back. [Get a free account review](https://cleandigital.co.uk/ad-account-audit) 03 ### Do you manage Google Ads, Microsoft Ads and paid social together? Yes. Most of our clients run two or more channels, and where it helps, we manage them as one system, so demand capture, demand creation and measurement can reinforce each other rather than compete for credit in the report. [Google Ads management](https://cleandigital.co.uk/google-ads-agency) 04 ### Should we start with paid search or paid social? It depends on whether the priority is capturing existing demand, which paid search does, or creating new demand, which paid social and programmatic do. A free review looks at your demand, tracking and margins and recommends where the next pound works hardest. [Paid social management](https://cleandigital.co.uk/paid-social) 05 ### Which sectors do you work with? We work across lead generation and ecommerce: higher education, national retail, travel and tourism, and specialist ecommerce among them. The common thread is paid media that materially affects revenue, leads, bookings or enrolments. [Browse our case studies](https://cleandigital.co.uk/case-studies) 06 ### Is there a minimum ad spend? There is no hard minimum, but the work pays back best when paid media spend is material enough that wasted budget matters. If a budget is still too small to test properly, we will say so. 07 ### Are you a Google Premier Partner? Yes. We are a Google Premier Partner, which puts us in the top 3% of UK Google Ads agencies. We are employee-owned and based in Edinburgh, with a senior, certified team on every account. [Conversion tracking & analytics](https://cleandigital.co.uk/data-and-analytics) ## Get a free review of your paid media A senior specialist goes through your accounts, tracking and spend, then comes back with what is wasting money, what is worth scaling, and where the next pound works hardest. - Where spend is leaking across your channels - Whether your conversion tracking can be trusted - The campaigns and channels worth more budget - A prioritised, no-obligation action plan Reviewed by the senior team · reply within one working day · no obligation, no sales script. ```json [ { "@context": "https://schema.org", "@type": "Service", "@id": "https://cleandigital.co.uk/services#service", "name": "Clean Digital: Paid Media & PPC Agency", "url": "https://cleandigital.co.uk/services", "description": "UK PPC and paid media agency services across Google Ads, paid social, programmatic and analytics. 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The common thread is paid media that materially affects revenue, leads, bookings or enrolments." } }, { "@type": "Question", "name": "Is there a minimum ad spend?", "acceptedAnswer": { "@type": "Answer", "text": "There is no hard minimum, but the work pays back best when paid media spend is material enough that wasted budget matters. If a budget is still too small to test properly, we will say so." } }, { "@type": "Question", "name": "Are you a Google Premier Partner?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. We are a Google Premier Partner, which puts us in the top 3% of UK Google Ads agencies. We are employee-owned and based in Edinburgh, with a senior, certified team on every account." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Services", "item": "https://cleandigital.co.uk/services" } ] }, { "@context": "https://schema.org", "@type": "ItemList", "name": "Clean Digital paid media services", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Paid search & PPC management", "url": "https://cleandigital.co.uk/paid-search" }, { "@type": "ListItem", "position": 2, "name": "Google Ads management", "url": "https://cleandigital.co.uk/google-ads-agency" }, { "@type": "ListItem", "position": 3, "name": "Paid social management", "url": "https://cleandigital.co.uk/paid-social" }, { "@type": "ListItem", "position": 4, "name": "Programmatic advertising", "url": "https://cleandigital.co.uk/programmatic" }, { "@type": "ListItem", "position": 5, "name": "Conversion tracking & analytics", "url": "https://cleandigital.co.uk/data-and-analytics" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/shopify-ppc-agency Markdown URL: https://cleandigital.co.uk/shopify-ppc-agency/index.md --- title: "Shopify PPC Agency | Google Shopping, PMax and Paid Social" description: "Shopify PPC agency support for ecommerce stores using Google Shopping, Performance Max, Meta Ads, feed optimisation, GA4 ecommerce tracking and margin-led reporting." canonical: "https://cleandigital.co.uk/shopify-ppc-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Shopify PPC agency Shopify PPC needs product feed quality, margin-aware campaign decisions and clean ecommerce tracking. Clean Digital manages Google Shopping, Performance Max and paid social around the products that can profitably scale. [Ecommerce PPC](https://cleandigital.co.uk/ecommerce-ppc) [Feed support](https://cleandigital.co.uk/shopping-feed-optimisation) ## Shopify PPC is product economics ROAS only tells part of the story. Stock, margin, repeat purchase and product feed quality decide what should receive more spend. ## What Shopify PPC management covers Store data, media buying and purchase measurement have to agree. We manage the connections between them as part of the account, because a campaign cannot make a sound budget decision from stale stock or unreliable order values. ### Catalogue and feed We check how Shopify variants, product IDs, prices, availability, images and landing URLs reach Merchant Center and paid social catalogues. Feed rules and custom labels then make the catalogue usable for campaign decisions. ### Campaign structure Shopping and Performance Max budgets are split where product margin, stock depth, seasonality or customer demand require different targets. Search and paid social cover demand that product ads cannot reach alone. ### Purchase measurement Purchase value, currency and transaction IDs are tested from product page to Shopify checkout. Reporting separates channel revenue, product performance, new customers and returning demand where the available data supports it. ## From Shopify product data to a budget decision Product data should stay traceable from the store to the advertising report. That gives the team a clear route back to the source when a price is wrong, an item stops serving or a campaign result cannot be reconciled. 1. 01 ### Shopify catalogue Variants, prices, stock, images, collections and product URLs start in the store. 2. 02 ### Product data The Google and Meta data paths are checked for stale values, missing attributes and inconsistent IDs. 3. 03 ### Campaign groups Products are grouped by margin, stock, category, season or another commercial signal that can guide spend. 4. 04 ### Revenue decisions Spend moves according to purchase data, product economics and availability instead of one blended store ROAS. ## The questions the account should answer A weekly report should show what changed and which commercial input caused it. One blended revenue figure is not enough for catalogue and budget management. 01 Which products can take more spend? Margin, stock cover, conversion rate, average order value and recent demand by product group. 02 Where is the catalogue losing eligible traffic? Merchant Center diagnostics, item approval, missing identifiers, title quality and landing page consistency. 03 Is Performance Max adding demand? Brand exclusions, search category evidence, product-level results and a separate view of brand and non-brand activity. 04 Are paid social sales measured correctly? Meta Pixel and Conversions API coverage, event deduplication, catalogue IDs and Shopify purchase values. 05 Are repeat customers masking acquisition cost? New customer reporting, returning customer revenue and first-order economics where Shopify data is available. ## Shopify purchase tracking we can use Shopify customer events, platform tags and server-side events need to represent the same order. We test the purchase path and document the differences between Shopify, GA4 and advertising-platform totals before those values influence bidding. [Review our ecommerce measurement work](https://cleandigital.co.uk/data-and-analytics) - The purchase event fires once with the correct transaction ID, value and currency - Google Ads and GA4 receive values that reconcile with Shopify orders closely enough for bidding and reporting - Meta browser and server events use matching event IDs where both are active - Refunds, cancellations, discounts and shipping treatment are understood before ROAS is used as a profit measure - Product and variant IDs match the identifiers used in Merchant Center and paid social catalogues ## How we take over a Shopify PPC account Changes follow an agreed order. Tracking and product data come before material bidding changes, then the work moves into campaign structure and controlled tests. 1. 01 ### Audit the store and accounts We review Shopify product data, Merchant Center, Google Ads, paid social, analytics and the purchase path together. The output identifies measurement gaps, catalogue issues and avoidable spend. 2. 02 ### Repair data before bidding harder Product identifiers, feed attributes, purchase events and catalogue matching are corrected first. This gives the platforms reliable products and values to optimise against. 3. 03 ### Restructure around product economics Campaigns, listing groups and product sets are aligned with stock, margin, seasonality and business priorities. Targets remain separate where the economics differ. 4. 04 ### Test and move budget Search terms, feed titles, product groups, creative and landing pages are tested. Budget changes follow measured sales and commercial constraints. ## A good fit for this service - Paid media is a material source of Shopify revenue and the account needs active senior management. - The team can share product, stock, order and margin information needed for commercial decisions. - Shopping, Performance Max or paid social results are difficult to reconcile with Shopify. - Seasonal ranges, promotions or changing stock make one campaign target unsuitable for the full catalogue. ## What needs resolving first An early store may need product-market, fulfilment or conversion-rate work before managed media can produce a reliable return. We will say this during the review if the advertising account is not the first constraint. The work also requires access to the relevant Shopify, Merchant Center, analytics and advertising accounts. We do not make material changes from screenshots or a partial reporting export. Retail PPC evidence ## Dobbies Garden Centres Our work for Dobbies combined paid search, paid social and analytics around online sales and seasonal retail demand. The case study shows the wider ecommerce discipline that supports our Shopify PPC work. [Read the Dobbies case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) 14:1 ROAS across all paid channels 176% YoY paid revenue growth 25% Purchases from a last-click paid touch point ## Related ecommerce work Some Shopify accounts need a full media programme. Others need a feed, tracking or channel-specific project before ongoing management makes sense. ## Request a senior Shopify PPC review We will review the store, feed, tracking and campaign structure, then explain which issues should be fixed first and whether ongoing management is commercially justified. [Discuss your Shopify account](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "Shopify PPC agency", "url": "https://cleandigital.co.uk/shopify-ppc-agency", "description": "Shopify PPC agency support for ecommerce stores using Google Shopping, Performance Max, Meta Ads, feed optimisation, GA4 ecommerce tracking and margin-led reporting.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Shopify PPC", "Ecommerce PPC", "Google Shopping management" ] } ``` --- Source URL: https://cleandigital.co.uk/shopping-feed-optimisation Markdown URL: https://cleandigital.co.uk/shopping-feed-optimisation/index.md --- title: "Shopping Feed Optimisation | Google Shopping and PMax Feed Support" description: "Shopping feed optimisation for Google Shopping and Performance Max: product titles, GTINs, categories, disapprovals, margin signals, stock and Merchant Center diagnostics." canonical: "https://cleandigital.co.uk/shopping-feed-optimisation" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Shopping feed optimisation Google Shopping and Performance Max can only work with the product data they receive. We improve the feed, Merchant Center diagnostics and product signals that decide eligibility, traffic quality and budget allocation. Once the feed is ready, we can also review whether [Gander, Clean Digital's Comparison Shopping Service](https://cleandigital.co.uk/comparison-shopping-service), is suitable for the account. [Merchant Center support](https://cleandigital.co.uk/merchant-center-management) [Shopping management](https://cleandigital.co.uk/google-shopping-management) ## Feed quality is campaign quality Titles, attributes, categories, stock and landing pages shape the auctions your products enter. Feed work is campaign work. ## The full product data path Feed optimisation starts with the source of the data. A Merchant Center rule can correct an output, but it can also hide a recurring catalogue problem. We document the full path before deciding where a change belongs. 1. 01 ### Commerce platform Product IDs, variants, prices, availability, images and destination URLs begin in the store or product system. 2. 02 ### Feed source An app, scheduled file, API connection or feed platform sends the catalogue to Merchant Center. 3. 03 ### Merchant Center Google validates product identity, policy, price, stock, shipping and landing-page consistency. 4. 04 ### Shopping campaigns Approved products enter Shopping or Performance Max with product groups that can be measured and controlled. ## Feed fields that affect Shopping performance The work depends on the catalogue and product category. These are the controls that most often affect product identity, eligibility, search matching and the ability to manage spend by commercial priority. | Feed area | What we check and change | Why it matters | | --- | --- | --- | | Product identity | Keep item IDs stable and supply valid brand, GTIN or MPN data where those identifiers exist. | Preserves performance history and helps Google identify the exact product being sold. | | Titles and descriptions | Put the product type and useful differentiators in a readable order based on real search language. | Improves the information Google can use when matching a product to a search. | | Classification | Use accurate Google product categories, product types and required category-specific attributes. | Reduces ambiguity and supports cleaner campaign reporting by product group. | | Price and availability | Synchronise price, sale price, currency, stock and condition with the landing page. | Reduces avoidable mismatches and prevents spend from being directed to unavailable products. | | Images and landing pages | Check image eligibility, variant links, mobile pages, redirects and the product information shown after the click. | Protects approval and gives the shopper a consistent route from ad to product. | | Custom labels | Add margin, stock, season, price band, bestseller or business-priority labels from reliable source data. | Allows campaigns and reports to separate products that need different budgets or targets. | ## From feed symptom to corrective action Merchant Center warnings are the start of the diagnosis. The commercial effect depends on which products are affected, whether they receive spend and whether the issue returns after the next catalogue update. 01 ### Products are disapproved or have limited visibility Inspect Diagnostics, item issues, policy notices, destination status and account-level warnings. Response Fix the source field or landing-page conflict, then monitor approval after the next feed fetch. 02 ### Products receive impressions but weak search traffic Inspect Titles, product types, categories, attributes, search terms and competing variants. Response Rewrite or enrich the affected product group and compare performance against an unchanged group. 03 ### Spend goes to low-margin or low-stock products Inspect Custom labels, listing groups, product-level cost, conversion value, margin and stock cover. Response Create controllable product groups and apply targets or exclusions that reflect the commercial constraint. 04 ### Merchant Center and the website disagree Inspect Price, sale dates, availability, currency, canonical product URL, structured data and update frequency. Response Correct the source and synchronisation path instead of repeatedly patching individual items. ## How a feed optimisation project runs Each change needs an owner, a source and a validation step. This keeps the feed maintainable after the immediate Merchant Center issue has been cleared. 1. 01 ### Map the feed source We identify which system owns every important field and how changes reach Merchant Center. This prevents feed rules from hiding an upstream data problem. 2. 02 ### Prioritise commercial loss Diagnostics are grouped by affected products, revenue potential and campaign spend. High-value catalogue gaps are handled before cosmetic warnings. 3. 03 ### Implement and validate Changes are made at the source where possible. Merchant Center approval, landing pages and item counts are checked after the next successful update. 4. 04 ### Test product groups Title changes, labels and campaign groupings are evaluated against an appropriate comparison so the team can see whether the feed work changed useful traffic and sales. ## How we measure the feed work A lower warning count is useful, but it is not the complete result. We connect feed health to item-level traffic, campaign spend and sales so the business can decide which changes are worth keeping. [See our paid media measurement service](https://cleandigital.co.uk/data-and-analytics) - Approved, disapproved, limited and expiring item counts by product group - Impressions, clicks, cost, orders and conversion value at item-ID level - Search terms and product categories receiving spend after title or classification changes - Product groups constrained by stock, margin, price or seasonal availability - Recurring diagnostics that point to a source-system or update-frequency problem ## When feed work is commercially useful - Shopping or Performance Max carries material spend across a catalogue that changes regularly. - Disapprovals, missing attributes or inconsistent product data are limiting important ranges. - The business needs budget control by margin, stock, season, price band or product priority. - The existing feed process relies on manual patches that return after each platform update. ## When the problem is wider than the feed A technically healthy feed cannot correct weak pricing, low stock, an unsuitable landing page or inaccurate purchase tracking. It also cannot repair a campaign that pools products with very different economics under one target. We separate feed fixes from campaign, analytics and commercial issues in the initial review. The proposed scope then covers only the work needed to change the result. Retail PPC evidence ## Dobbies Garden Centres Dobbies required paid media to respond to seasonal retail demand across online sales and more than 70 stores. The case study shows how paid search, paid social and analytics were coordinated around commercial results. [Read the Dobbies case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) 14:1 ROAS across all paid channels 176% YoY paid revenue growth 25% Purchases from a last-click paid touch point ## The next part of the account Feed work can be delivered as part of Shopping management or alongside a wider ecommerce PPC programme. The right scope depends on whether product data, campaign control or measurement is the main constraint. ## Request a shopping feed review We will review the feed source, Merchant Center diagnostics and product-level campaign data, then explain which fixes are likely to change eligibility, traffic quality or budget control. [Discuss your product feed](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "Shopping feed optimisation", "url": "https://cleandigital.co.uk/shopping-feed-optimisation", "description": "Shopping feed optimisation for Google Shopping and Performance Max: product titles, GTINs, categories, disapprovals, margin signals, stock and Merchant Center diagnostics.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "Shopping feed optimisation", "Google Shopping management", "Merchant Center support" ] } ``` --- Source URL: https://cleandigital.co.uk/signalpulse Markdown URL: https://cleandigital.co.uk/signalpulse/index.md --- title: "SignalPulse | Business Data Signals for PPC Bidding | Clean Digital" description: "SignalPulse connects margin, stock, lead quality or revenue data to PPC reporting and bidding decisions, so paid media is judged on commercial value." canonical: "https://cleandigital.co.uk/signalpulse" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Value-Based Bidding # Beyond Clicks: Optimise for Value SignalPulse integrates your critical business data into bidding decisions, ensuring platforms optimise for profit rather than just traffic or conversions. [127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university) ### Profit Focus +28% Clicks 12.3k Revenue £56.2k Profit £18.7k VBB Signal Active Optimising for higher margin products now ## The Results Speak for Themselves See how SignalPulse transforms advertising performance by focusing on value, not just volume. ### Revenue vs. Profit Growth with SignalPulse As SignalPulse optimises campaigns, profit growth outpaces revenue growth ### Key Performance Metrics 1 +28% Average profit margin increase 2 3 weeks Typical implementation time 3 94% Client retention with SignalPulse 92% of businesses lack Value-Based Bidding, giving SignalPulse users a competitive edge ## How SignalPulse Drives Profit-Focused Advertising SignalPulse employs a sophisticated process to ensure your advertising budget is intelligently invested, prioritising high-value actions that directly contribute to your bottom line. ### Deep Data Integration & Collection We connect with your core business systems to gather the critical data points that truly define profitability for your business. How does our data integration process work? - API integration with your existing business systems - Collection of product margins and inventory levels - Tracking of Lifetime Customer Value (LTV) metrics - Analysis of micro-action conversion rates leading to sales - Integration with your overarching business priorities Step 1 ### Profitability Analysis & Value Assignment Our system processes multi-dimensional data to determine the actual economic value of different customer actions and potential sales. How do we calculate true business value? - Assessment of potential profit by weighing product margins - Consideration of projected long-term customer value - Evaluation of current inventory and service availability - Identification of high-value customer segments and prospects - Prioritisation of actions based on real business impact Step 2 ### Dynamic Value Signal Generation Based on in-depth profitability analysis, SignalPulse generates precise and dynamic value signals for advertising platforms. How are value signals generated? - Creation of nuanced instructions that communicate true business value - Development of signals tailored to different audience segments - Real-time adjustment based on changing business conditions - Translation of complex profitability metrics into actionable signals - Integration with all major advertising platform APIs Step 3 ### Intelligent Bid Optimisation Ad platforms receive sophisticated value signals and adjust bidding strategies to prioritise actions that drive actual profit. How does bid optimisation work? - Increased bids for users likely to purchase high-margin products - Decreased bids for lower-value interactions - Prioritisation of users with higher projected lifetime value - Consideration of inventory levels in bidding decisions - Focus on profit-driving conversions rather than volume metrics Step 4 ### Continuous Learning & Profit Maximisation As the system gathers more data, it continuously refines its understanding of what drives profitability for your unique business. How does the system improve over time? - Ongoing monitoring and analysis of campaign performance - Constant refinement of value signals sent to ad platforms - Creation of powerful feedback loops for continuous improvement - Regular reporting on profit-focused metrics and KPIs - Strategic recommendations for further profit enhancement Step 5 ### What You Can Expect: 28% Average increase in profit margin 3 wks Typical implementation time 94% Client retention rate ### Value-Based Bidding: The Future of Paid Acquisition " At Clean Digital, we believe value-based bidding is the future of paid acquisition. Advertisers without VBB strategies are already being priced out of competitive auctions. "  Rory Young Chief Executive Officer  ## MAXIMISE YOUR AD PROFITABILITY. SignalPulse connects with your live business data (product margins, LTV, inventory) and translates it into precise value signals, empowering ad platforms to optimise for your actual profit goals, not just standard metrics. Powered by Your Actual Business Data PPC Agency of the Year UK Agency Awards Best Agency To Work For UK Culture Awards Best Culture Transformation UK Culture Awards Best Use of Search UK Search Awards ### PPC tools connected to commercial data SignalPulse sits alongside the PPC checks we use for brand search, competitor monitoring and paid media reporting. [DISCOVER BRANDGUARD](https://cleandigital.co.uk/brandguard) [EXPLORE PROGRAMMATIC ADS](https://cleandigital.co.uk/programmatic) ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/signalpulse#webpage", "url": "https://cleandigital.co.uk/signalpulse", "name": "SignalPulse | Business Data Signals for PPC Bidding | Clean Digital", "description": "SignalPulse connects margin, stock, lead quality or revenue data to PPC reporting and bidding decisions, so paid media is judged on commercial value.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/technology Markdown URL: https://cleandigital.co.uk/technology/index.md --- title: "Clean Digital Tools | PPC Reporting and Spend Management" description: "The PPC tools Clean Digital uses to manage spend, monitor brand search, improve reporting and connect campaign decisions to cleaner data." canonical: "https://cleandigital.co.uk/technology" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Clean Digital Tools The internal PPC tools we use to check spend, brand search, reporting and campaign data before budget decisions are made. PROPRIETARY TECHNOLOGY ### POWERED BY OUR CUTTING-EDGE TOOLS Our small but mighty data team has built powerful proprietary tools that give our clients a significant edge [#### ROVER PPC analysis workspace for wasted spend, query patterns and reporting checks](https://cleandigital.co.uk/rover) [#### BrandGuard Brand search monitoring for competitor pressure and wasted brand spend](https://cleandigital.co.uk/brandguard) [#### SignalPulse Business data signals for bidding, reporting and budget decisions](https://cleandigital.co.uk/signalpulse) [#### AdIntelligence Competitor ad and search-result evidence for PPC reviews](https://cleandigital.co.uk/adintelligence) Every tool here runs on measurement we build first. See how our [conversion tracking and analytics work](https://cleandigital.co.uk/data-and-analytics) keeps the data underneath them honest. ### Paid media services built around cleaner data Clean tracking, clearer reporting and stricter spend control are part of how we manage paid search, paid social and programmatic accounts. [View All Services](https://cleandigital.co.uk/services) [Contact Our Team](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/technology#webpage", "url": "https://cleandigital.co.uk/technology", "name": "Clean Digital Tools | PPC Reporting and Spend Management", "description": "The PPC tools Clean Digital uses to manage spend, monitor brand search, improve reporting and connect campaign decisions to cleaner data.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/technology#breadcrumb" } }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/technology#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Technology", "item": "https://cleandigital.co.uk/technology" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/index.md --- title: "Ad Specs Library & Creative Build Sheet | Clean Digital" description: "Free ad specs library for Meta, Google, LinkedIn and TikTok. Select placements and get the master asset sizes, ratios, durations and file limits needed for your brief." canonical: "https://cleandigital.co.uk/tools/ad-spec-library" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Ad Specs Library & Creative Build Sheet ## Ad Specs for Every Platform Sizes, ratios, durations and file limits for every major platform. Tick the placements your campaign runs and get the fewest master assets your designer needs to produce, with the tightest limits already applied. ## What are you running? Tick placements. The build sheet works out the fewest master assets that cover them. LinkedIn Single Image Ad image Video Ad video TikTok Auction In-Feed Video video Google Ads Google Responsive Display Image image Reddit Image Ad image IAB Fixed Size 970x250 display ## Build sheet 4 masters cover 6 placements Vertical video 1080×1920 · 9:16 · 3s–10m · max 500MB · MP4 Covers LinkedIn Video Ad (LinkedIn), TikTok Auction In-Feed Video (TikTok). File-size ceiling set by LinkedIn Video Ad (LinkedIn). Landscape image 1200×628 · 1.91:1 · max 5MB · JPG/PNG Covers LinkedIn Single Image Ad (LinkedIn), Google Responsive Display Image (Google Ads). File-size ceiling set by LinkedIn Single Image Ad (LinkedIn). Square image 1080×1080 · 1:1 · max 3MB · JPG/PNG/GIF Covers Reddit Image Ad (Reddit). Landscape display asset 970×250 · JPG/PNG/HTML Covers IAB Fixed Size 970x250 (IAB). One file per row is all the designer needs to make. Each spec already uses the tightest limits of the placements it covers. ## How These Ad Specs Stay Accurate Every requirement in the library is recorded against its official platform source with a last-verified date, so the provenance of any number can be checked before a file goes to production. The individual placement pages link straight to the official documentation. The build sheet always applies the tightest limits among the placements a master covers: the smallest file size, the shortest duration window and the shared file formats, so the same file works for every placement listed under it. ## Ad Specs by Platform and Placement Every placement in one table. Search by platform, ratio or size; expand a row for the complete spec, the QA checklist and the official source. 6 placements · every value with an official source ### LinkedIn 2 placement s LinkedIn Single Image Ad image · Sponsored Content Full spec: 1.91:1 · 1200 × 628px · minimum 640 × 360px · JPG/PNG/GIF · max 5MB — Also supports 1:1. QA checklist: Confirm dimensions and safe crop zone · Keep text legible on mobile · Use clean CTA in first frame [Open the LinkedIn Single Image Ad spec page](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image) [Official source (LinkedIn official help)](https://www.linkedin.com/help/linkedin/answer/a426534) LinkedIn Video Ad video · Sponsored Content Full spec: 9:16 to 16:9 · 1920 × 1080px · minimum 360 × 360px · MP4 · max 500MB · duration 3s–30m — Supports multiple aspect ratios from vertical to horizontal. QA checklist: Check opening 3 seconds for hook · Provide captions for silent autoplay · Validate codec and size constraints [Open the LinkedIn Video Ad spec page](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video) [Official source (LinkedIn official help)](https://www.linkedin.com/help/linkedin/answer/a424737) ### TikTok 1 placement TikTok Auction In-Feed Video video · Auction Full spec: 9:16 (recommended) · 1080 × 1920px · minimum 540 × 960px · MP4/MOV/MPEG/3GP/AVI · max 500MB · duration ≤ 10m — Vertical preferred for best in-feed rendering. QA checklist: Design for 9:16 first · Front-load branding within first seconds · Keep captions within safe area [Open the TikTok Auction In-Feed Video spec page](https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video) [Official source (TikTok for Business help)](https://ads.tiktok.com/help/article/tiktok-auction-in-feed-ads) ### Google Ads 1 placement Google Responsive Display Image image · Display Full spec: 1.91:1 · 1200 × 628px · minimum 600 × 314px · JPG/PNG · max 5MB — Add square assets for stronger coverage. QA checklist: Upload both landscape and square variants · Keep key subject centered for adaptive crop · Check image quality at smaller render sizes [Open the Google Responsive Display Image spec page](https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image) [Official source (Google Ads Help)](https://support.google.com/google-ads/answer/7005917?hl=en-GB) ### Reddit 1 placement Reddit Image Ad image · Promoted Post Full spec: 1:1 (common) · 1080 × 1080px · JPG/PNG/GIF · max 3MB — Supports multiple ratios including 4:5, 4:3, 16:9. QA checklist: Validate primary ratio before publish · Use concise headline and CTA copy · Avoid dense text blocks on creative [Open the Reddit Image Ad spec page](https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad) [Official source (Reddit for Business learning hub)](https://www.business.reddit.com/learning-hub/articles/reddit-image-ad-specs) ### IAB 1 placement IAB Fixed Size 970x250 display · Display Full spec: 970x250 · 970 × 250px · JPG/PNG/HTML · initial load ≤ 250KB — Initial and subload weights apply. QA checklist: Confirm exact canvas dimensions · Check initial file weight before trafficking · Validate subload asset budget [Open the IAB Fixed Size 970x250 spec page](https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250) [Official source (IAB Tech Lab Fixed Size Spec)](https://www.iab.com/wp-content/uploads/2019/04/IABNewAdPortfolio_LW_FixedSizeSpec.pdf) ## Individual Ad Placement Specs Open a placement page for exact dimensions, file limits, QA checks and the dated official source used for each specification. - [Google Responsive Display Image ad specs Google Ads · Display](https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image) - [IAB Fixed Size 970x250 ad specs IAB · Display](https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250) - [LinkedIn Single Image Ad ad specs LinkedIn · Sponsored Content](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image) - [LinkedIn Video Ad ad specs LinkedIn · Sponsored Content](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video) - [Reddit Image Ad ad specs Reddit · Promoted Post](https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad) - [TikTok Auction In-Feed Video ad specs TikTok · Auction](https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video) ## Ad Specs FAQs ### Which ad specs does the library cover? Image, video and display specs for Meta, Google Ads, LinkedIn, TikTok, Reddit and standard IAB display sizes: aspect ratios, pixel dimensions, duration limits, file types and maximum file sizes. Each placement also has its own page with the full spec and a QA checklist. ### What is a creative build sheet? The list of master assets a designer needs to produce for a campaign. Many placements share the same shape, so the tool combines your selected placements into the fewest masters, and each one lists the tightest limits among them so the same file can be used everywhere. ### How do you keep the specs accurate? Every requirement is stored with its official source and a last-verified date, and we review records against the platform documentation as part of running paid media on these platforms daily. The source link on each placement page goes to the official reference. ### Does it cover headline and text character limits? The build sheet focuses on the asset itself: dimensions, ratios, durations and file limits. Text and character limits are listed on the individual placement pages where the platform enforces them. ## Get the account reviewed before launch A senior specialist reviews the account these ads will run in: wasted spend, conversion tracking and the budget decisions worth making before launch. [Get a free account review](https://cleandigital.co.uk/ad-account-audit) ```json [ { "@context": "https://schema.org", "@type": "SoftwareApplication", "name": "Ad Specs Library & Creative Build Sheet", "applicationCategory": "BusinessApplication", "operatingSystem": "Web", "url": "https://cleandigital.co.uk/tools/ad-spec-library", "description": "Free ad specs library for Meta, Google, LinkedIn and TikTok. Select placements and get the master asset sizes, ratios, durations and file limits needed for your brief.", "offers": { "@type": "Offer", "price": "0", "priceCurrency": "GBP" }, "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Which ad specs does the library cover?", "acceptedAnswer": { "@type": "Answer", "text": "Image, video and display specs for Meta, Google Ads, LinkedIn, TikTok, Reddit and standard IAB display sizes: aspect ratios, pixel dimensions, duration limits, file types and maximum file sizes. Each placement also has its own page with the full spec and a QA checklist." } }, { "@type": "Question", "name": "What is a creative build sheet?", "acceptedAnswer": { "@type": "Answer", "text": "The list of master assets a designer needs to produce for a campaign. Many placements share the same shape, so the tool combines your selected placements into the fewest masters, and each one lists the tightest limits among them so the same file can be used everywhere." } }, { "@type": "Question", "name": "How do you keep the specs accurate?", "acceptedAnswer": { "@type": "Answer", "text": "Every requirement is stored with its official source and a last-verified date, and we review records against the platform documentation as part of running paid media on these platforms daily. The source link on each placement page goes to the official reference." } }, { "@type": "Question", "name": "Does it cover headline and text character limits?", "acceptedAnswer": { "@type": "Answer", "text": "The build sheet focuses on the asset itself: dimensions, ratios, durations and file limits. Text and character limits are listed on the individual placement pages where the platform enforces them." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" } ] }, { "@context": "https://schema.org", "@type": "ItemList", "name": "Ad specifications by platform and placement", "numberOfItems": 6, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Google Responsive Display Image", "url": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image" }, { "@type": "ListItem", "position": 2, "name": "IAB Fixed Size 970x250", "url": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250" }, { "@type": "ListItem", "position": 3, "name": "LinkedIn Single Image Ad", "url": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image" }, { "@type": "ListItem", "position": 4, "name": "LinkedIn Video Ad", "url": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video" }, { "@type": "ListItem", "position": 5, "name": "Reddit Image Ad", "url": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad" }, { "@type": "ListItem", "position": 6, "name": "TikTok Auction In-Feed Video", "url": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image/index.md --- title: "Google Responsive Display Image Specs | Clean Digital" description: "Check Google Responsive Display Image specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Google Responsive Display Image specs Landscape and square assets should both be supplied. Platform Google Ads Media type image Campaign type Display Placement Responsive Display Ads [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 1200 × 628 px Minimum dimensions 600 × 314 px Aspect ratio 1.91:1 File types JPG, PNG Maximum file size 5 MB Duration Not specified Add square assets for stronger coverage. ## Creative QA checklist 1. Upload both landscape and square variants 2. Keep key subject centered for adaptive crop 3. Check image quality at smaller render sizes ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [Google Ads Help](https://support.google.com/google-ads/answer/7005917?hl=en-GB) Last verified 5 March 2026 [Google Ads documentation](https://support.google.com/google-ads) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image", "name": "Google Responsive Display Image Specs | Clean Digital", "description": "Check Google Responsive Display Image specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image#breadcrumb" }, "about": { "@type": "Thing", "name": "Google Ads advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "Google Responsive Display Image technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 1200 × 628 px. Minimum dimensions: 600 × 314 px. Aspect ratio: 1.91:1. File types: JPG, PNG. Maximum file size: 5 MB. Duration: Not specified. Notes: Add square assets for stronger coverage." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "Google Responsive Display Image", "item": "https://cleandigital.co.uk/tools/ad-spec-library/google/responsive-display-image" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250 Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250/index.md --- title: "IAB Fixed Size 970x250 Specs | Clean Digital" description: "Check IAB Fixed Size 970x250 specs for dimensions, aspect ratios, file types, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # IAB Fixed Size 970x250 specs Includes initial load and subload weight guidance. Platform IAB Media type image/html Campaign type Display Placement Fixed Size Unit [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 970 × 250 px Minimum dimensions Not specified Aspect ratio 970x250 File types JPG, PNG, HTML Maximum file size Not specified Duration Not specified Maximum initial load 250 KB Maximum subload 500 KB Initial and subload weights apply. ## Creative QA checklist 1. Confirm exact canvas dimensions 2. Check initial file weight before trafficking 3. Validate subload asset budget ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [IAB Tech Lab Fixed Size Spec](https://www.iab.com/wp-content/uploads/2019/04/IABNewAdPortfolio_LW_FixedSizeSpec.pdf) Last verified 5 March 2026 [IAB documentation](https://www.iab.com/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250", "name": "IAB Fixed Size 970x250 Specs | Clean Digital", "description": "Check IAB Fixed Size 970x250 specs for dimensions, aspect ratios, file types, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250#breadcrumb" }, "about": { "@type": "Thing", "name": "IAB advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "IAB Fixed Size 970x250 technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 970 × 250 px. Minimum dimensions: Not specified. Aspect ratio: 970x250. File types: JPG, PNG, HTML. Maximum file size: Not specified. Duration: Not specified. Maximum initial load: 250 KB. Maximum subload: 500 KB. Notes: Initial and subload weights apply." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "IAB Fixed Size 970x250", "item": "https://cleandigital.co.uk/tools/ad-spec-library/iab/fixed-970x250" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image/index.md --- title: "LinkedIn Single Image Ad Specs | Clean Digital" description: "Check LinkedIn Single Image Ad specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # LinkedIn Single Image Ad specs LinkedIn recommends 1200x628 for 1.91:1 and also supports square. Platform LinkedIn Media type image Campaign type Sponsored Content Placement Feed [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 1200 × 628 px Minimum dimensions 640 × 360 px Aspect ratio 1.91:1 File types JPG, PNG, GIF Maximum file size 5 MB Duration Not specified Also supports 1:1. ## Creative QA checklist 1. Confirm dimensions and safe crop zone 2. Keep text legible on mobile 3. Use clean CTA in first frame ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [LinkedIn official help](https://www.linkedin.com/help/linkedin/answer/a426534) Last verified 5 March 2026 [LinkedIn documentation](https://www.linkedin.com/help/linkedin) ## Related LinkedIn placements - [LinkedIn Video Ad specs](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video) video, Sponsored Content ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image", "name": "LinkedIn Single Image Ad Specs | Clean Digital", "description": "Check LinkedIn Single Image Ad specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image#breadcrumb" }, "about": { "@type": "Thing", "name": "LinkedIn advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "LinkedIn Single Image Ad technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 1200 × 628 px. Minimum dimensions: 640 × 360 px. Aspect ratio: 1.91:1. File types: JPG, PNG, GIF. Maximum file size: 5 MB. Duration: Not specified. Notes: Also supports 1:1." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "LinkedIn Single Image Ad", "item": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video/index.md --- title: "LinkedIn Video Ad Specs | Clean Digital" description: "Check LinkedIn Video Ad specs for dimensions, aspect ratios, file types, file size limits, duration limits, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # LinkedIn Video Ad specs Video can run from short clips to long-form depending on objective. Platform LinkedIn Media type video Campaign type Sponsored Content Placement Feed [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 1920 × 1080 px Minimum dimensions 360 × 360 px Aspect ratio 9:16 to 16:9 File types MP4 Maximum file size 500 MB Duration 3 to 1800 seconds Supports multiple aspect ratios from vertical to horizontal. ## Creative QA checklist 1. Check opening 3 seconds for hook 2. Provide captions for silent autoplay 3. Validate codec and size constraints ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [LinkedIn official help](https://www.linkedin.com/help/linkedin/answer/a424737) Last verified 5 March 2026 [LinkedIn documentation](https://www.linkedin.com/help/linkedin) ## Related LinkedIn placements - [LinkedIn Single Image Ad specs](https://cleandigital.co.uk/tools/ad-spec-library/linkedin/single-image) image, Sponsored Content ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video", "name": "LinkedIn Video Ad Specs | Clean Digital", "description": "Check LinkedIn Video Ad specs for dimensions, aspect ratios, file types, file size limits, duration limits, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video#breadcrumb" }, "about": { "@type": "Thing", "name": "LinkedIn advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "LinkedIn Video Ad technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 1920 × 1080 px. Minimum dimensions: 360 × 360 px. Aspect ratio: 9:16 to 16:9. File types: MP4. Maximum file size: 500 MB. Duration: 3 to 1800 seconds. Notes: Supports multiple aspect ratios from vertical to horizontal." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "LinkedIn Video Ad", "item": "https://cleandigital.co.uk/tools/ad-spec-library/linkedin/video" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad/index.md --- title: "Reddit Image Ad Specs | Clean Digital" description: "Check Reddit Image Ad specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Reddit Image Ad specs Multiple aspect ratios are accepted depending on placement context. Platform Reddit Media type image Campaign type Promoted Post Placement Feed [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 1080 × 1080 px Minimum dimensions Not specified Aspect ratio 1:1 (common) File types JPG, PNG, GIF Maximum file size 3 MB Duration Not specified Supports multiple ratios including 4:5, 4:3, 16:9. ## Creative QA checklist 1. Validate primary ratio before publish 2. Use concise headline and CTA copy 3. Avoid dense text blocks on creative ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [Reddit for Business learning hub](https://www.business.reddit.com/learning-hub/articles/reddit-image-ad-specs) Last verified 5 March 2026 [Reddit documentation](https://www.business.reddit.com/learning-hub) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad", "name": "Reddit Image Ad Specs | Clean Digital", "description": "Check Reddit Image Ad specs for dimensions, aspect ratios, file types, file size limits, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad#breadcrumb" }, "about": { "@type": "Thing", "name": "Reddit advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "Reddit Image Ad technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 1080 × 1080 px. Minimum dimensions: Not specified. Aspect ratio: 1:1 (common). File types: JPG, PNG, GIF. Maximum file size: 3 MB. Duration: Not specified. Notes: Supports multiple ratios including 4:5, 4:3, 16:9." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "Reddit Image Ad", "item": "https://cleandigital.co.uk/tools/ad-spec-library/reddit/image-ad" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video Markdown URL: https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video/index.md --- title: "TikTok Auction In-Feed Video Specs | Clean Digital" description: "Check TikTok Auction In-Feed Video specs for dimensions, aspect ratios, file types, file size limits, duration limits, QA checks and verified official sources." canonical: "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video" image: "https://cleandigital.co.uk/images/resources/previews/ad-spec-library-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # TikTok Auction In-Feed Video specs Vertical creative is preferred for in-feed inventory. Platform TikTok Media type video Campaign type Auction Placement In-Feed [Build a cross-platform creative brief](https://cleandigital.co.uk/tools/ad-spec-library) ## Technical requirements Confirm these limits before final export. Where a field is not specified, check the linked platform source before trafficking the asset. Dimensions 1080 × 1920 px Minimum dimensions 540 × 960 px Aspect ratio 9:16 (recommended) File types MP4, MOV, MPEG, 3GP, AVI Maximum file size 500 MB Duration Up to 600 seconds Vertical preferred for best in-feed rendering. ## Creative QA checklist 1. Design for 9:16 first 2. Front-load branding within first seconds 3. Keep captions within safe area ## Sources and verification Check the official source again when a campaign has unusual delivery or format requirements. - [TikTok for Business help](https://ads.tiktok.com/help/article/tiktok-auction-in-feed-ads) Last verified 5 March 2026 [TikTok documentation](https://ads.tiktok.com/help) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video#webpage", "url": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video", "name": "TikTok Auction In-Feed Video Specs | Clean Digital", "description": "Check TikTok Auction In-Feed Video specs for dimensions, aspect ratios, file types, file size limits, duration limits, QA checks and verified official sources.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "url": "https://cleandigital.co.uk/", "name": "Clean Digital" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video#breadcrumb" }, "about": { "@type": "Thing", "name": "TikTok advertising creative specifications" }, "mainEntity": { "@type": "ItemList", "name": "TikTok Auction In-Feed Video technical requirements", "numberOfItems": 1, "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Technical requirements. Dimensions: 1080 × 1920 px. Minimum dimensions: 540 × 960 px. Aspect ratio: 9:16 (recommended). File types: MP4, MOV, MPEG, 3GP, AVI. Maximum file size: 500 MB. Duration: Up to 600 seconds. Notes: Vertical preferred for best in-feed rendering." } ] }, "dateModified": "2026-03-05" }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Specs Library", "item": "https://cleandigital.co.uk/tools/ad-spec-library" }, { "@type": "ListItem", "position": 4, "name": "TikTok Auction In-Feed Video", "item": "https://cleandigital.co.uk/tools/ad-spec-library/tiktok/auction-infeed-video" } ] } ] } ``` --- Source URL: https://cleandigital.co.uk/tools/ad-test-significance Markdown URL: https://cleandigital.co.uk/tools/ad-test-significance/index.md --- title: "Ad Test Significance Calculator | A/B Test Sample Size | Clean Digital" description: "Free ad test significance calculator for Google Ads, Meta and TikTok. Check significance, sample size and test duration, then review 1,000 simulated reruns. No login." canonical: "https://cleandigital.co.uk/tools/ad-test-significance" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Ad Test Significance Calculator | A/B Test Sample Size ## Ad Test Significance Calculator Check whether your A/B test result is statistically significant, and work out the sample size and test duration a new ad test needs from your budget and CPM. Works with impressions and conversions from Google Ads, Meta, TikTok or any ad platform. Copy the numbers from your ads platform. Everything updates as you type. Variant A · control Impressions Conversions Variant B Impressions Conversions Days running so far (optional) Verdicts use a two-proportion test at 95% confidence and 80% power. KEEP RUNNING ### Promising, but not proven B is converting 9.7% better than A, but at this volume a gap this size still appears by luck in roughly one test in 8. Calling it today is a weighted coin flip. 88 % confident B is better safe to call at 95 % Keep running: roughly 222,703 more impressions per variant. Add how many days it has run and this becomes a date. ### This exact test, rerun 1,000 times Same volume, same gap. Each square is one rerun; the odds are computed, not sampled. 218 found the winner 781 read as a tie 1 picked the loser found the real winner read as a tie picked the loser ## Common Ad Testing Mistakes The three patterns we find most often when auditing accounts that test creative. 01 ### Calling the test on a good day Checking a running test daily is normal. Stopping it the first time the numbers look significant is where accounts go wrong: a test checked every day and stopped on its best reading will ship false winners several times more often than the confidence level suggests. Decide the sample size before launch, then judge the test once it gets there. Daily read of the same test called here One lucky day out of twelve. The greyed days never happened. 02 ### Testing a small improvement on a small budget Detecting a 10% lift in conversion rate takes several times more traffic than most advertisers expect, and halving the test length roughly doubles how often a real winner reads as a draw. If the budget cannot fund the sample size, test bigger creative differences instead of subtle ones. Our [PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator) helps set the spend the test needs. the test you budgeted the test a 10% lift needs Same budget, one-fifth of the sample. The rest reads as a draw. 03 ### Ignoring the weekly cycle Weekend buyers behave differently from Tuesday-morning researchers. A test that runs Monday to Thursday compares a different audience against itself and can flip when the weekend arrives. Run whole weeks even when the sample size is reached mid-week. This discipline is the core of how we run [paid social creative testing](https://cleandigital.co.uk/paid-social-creative-testing) for clients. Two weeks of buyers M T W T F S S M T W T F S S Teal days were tested. The weekend buyer never got a vote. ## A/B Test Statistics Explained The calculator runs a two-proportion significance test, the same maths behind Google Ads experiments and Meta A/B tests. These are the six terms that matter. ### Statistical significance A result is statistically significant when the gap between two ads is big enough, at the volume tested, that it would rarely appear by chance. It does not mean the gap is large or valuable, only that it is probably real. Ad A luck, or real? Ad B These six numbers drive both modes above. The calculator runs a two-proportion significance test, the same maths behind Google Ads experiments and Meta A/B tests. ## Ad Test Significance FAQs Enter the impressions and conversions (or clicks) for each variant in the calculator above. It runs a two-proportion significance test and gives a verdict: safe to call, keep running, or stop. At the default 95% confidence, "safe to call" means a gap this size would appear by chance in fewer than one test in twenty. ## How to Run Ad Tests Properly Four steps, four free tools. This calculator is the last one. 1 Set the budget [PPC budget calculator](https://cleandigital.co.uk/tools/media-spend-calculator) Set the daily spend the test needs before it starts. 2 Write the ads [Google Ads preview tool](https://cleandigital.co.uk/ad-preview-tool) Write and compare the ad variants side by side. 3 Build the assets [Ad specs library & build sheet](https://cleandigital.co.uk/tools/ad-spec-library) Get the creative built to spec for every placement. 4 Call the result You are here Run the test to its sample size, then check it in the calculator above. Rather have this run for you? We run structured creative tests on Meta and LinkedIn accounts, and ad experiments inside the wider paid search programme. [Paid social creative testing](https://cleandigital.co.uk/paid-social-creative-testing) [Paid search management](https://cleandigital.co.uk/paid-search) ## Testing the ads is half the job A senior specialist reviews the account around your tests: wasted spend, conversion tracking, and whether the winners are actually being fed budget. [Get a free account review](https://cleandigital.co.uk/ad-account-audit) ```json [ { "@context": "https://schema.org", "@type": "SoftwareApplication", "name": "Ad Test Significance Calculator", "applicationCategory": "BusinessApplication", "operatingSystem": "Web", "url": "https://cleandigital.co.uk/tools/ad-test-significance", "description": "Free ad test significance calculator for Google Ads, Meta and TikTok. Check significance, sample size and test duration, then review 1,000 simulated reruns. No login.", "offers": { "@type": "Offer", "price": "0", "priceCurrency": "GBP" }, "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" } }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "How do I know if my ad test is statistically significant?", "acceptedAnswer": { "@type": "Answer", "text": "Enter the impressions and conversions (or clicks) for each variant in the calculator above. It runs a two-proportion significance test and gives a verdict: safe to call, keep running, or stop. At the default 95% confidence, \"safe to call\" means a gap this size would appear by chance in fewer than one test in twenty." } }, { "@type": "Question", "name": "How long should an A/B test run?", "acceptedAnswer": { "@type": "Answer", "text": "Until each variant reaches the sample size the effect needs, which depends on your baseline conversion rate or CTR, the smallest lift worth acting on, and your daily traffic. Plan mode converts your daily budget and CPM into a test length in days and pounds. Run whole weeks where possible, so day-of-week behaviour evens out." } }, { "@type": "Question", "name": "What sample size does an ad test need?", "acceptedAnswer": { "@type": "Answer", "text": "As a rule of thumb, detecting a 10% lift on a 1% conversion rate needs a six-figure impression count per variant, and halving the detectable lift roughly quadruples the requirement. Plan mode calculates the exact number for your rates, and Judge mode shows how far a running test still has to go." } }, { "@type": "Question", "name": "Is 90% confidence enough to call an ad test?", "acceptedAnswer": { "@type": "Answer", "text": "Sometimes. Dropping from 95% to 90% confidence shortens the test but doubles the chance of shipping a false winner. It is a reasonable trade for low-stakes creative rotations, and a poor one for landing page or offer changes that will carry real budget. The strictness setting in Plan mode prices this trade for your numbers." } }, { "@type": "Question", "name": "Does this work for Google Ads experiments and Meta A/B tests?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. The maths is platform-agnostic: any test that reports impressions and conversions or clicks per variant can be judged here, including Google Ads experiments, Meta A/B tests and TikTok split tests. The platforms’ own dashboards use similar tests but rarely show you the sample size you still need." } }, { "@type": "Question", "name": "Why can a test still mislead at 95% confidence?", "acceptedAnswer": { "@type": "Answer", "text": "Confidence covers random noise, not everything else. Traffic mix can shift mid-test, one variant can win the morning auction and lose the evening one, and a real lift can be smaller than the one you planned for. Significance is the floor for a decision, not a guarantee of the future." } } ] }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "Ad Test Significance Calculator", "item": "https://cleandigital.co.uk/tools/ad-test-significance" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/tools/gdn-placement-directory Markdown URL: https://cleandigital.co.uk/tools/gdn-placement-directory/index.md --- title: "GDN Placement Exclusion List Tool | Clean Digital" description: "Free GDN placement exclusion tool. Paste a report, flag mobile app, anonymous and made-for-advertising inventory, then export a Google Ads exclusion list." canonical: "https://cleandigital.co.uk/tools/gdn-placement-directory" image: "https://cleandigital.co.uk/images/resources/previews/gdn-placement-directory-poster.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Google Display Network placement exclusions A free utility for cutting wasted Display spend. Paste a Google Ads placement report to flag the app, anonymous and made-for-advertising inventory draining your budget, then export an exclusion list. One of a handful of tools we keep alongside our [Google Ads management](https://cleandigital.co.uk/google-ads-agency). ## Your placement report Paste the placements or "where ads showed" export. Keep the header row so the spend and conversion flags work. What the triage flags Mobile app & games Accidental taps that inflate clicks with little buying intent. Anonymous inventory Aggregated app placements Google will not let you vet. Spend, no conversions Placements taking budget with nothing to show for it. Cutting wasted placements is the quick win. The larger gain is fixing why the budget leaked in the first place. [Get a free senior account review](https://cleandigital.co.uk/ad-account-audit). ## The exclusions to set first A short reference of the account and campaign controls worth setting before you triage anything, each with its source. Brand safety and content suitability ### Move inventory type off Expanded Campaign setting Expanded inventory opts the campaign into the widest, least-filtered pool of Display and video content. Standard inventory keeps reach while screening out a lot of the content most brands would not choose to fund. Where: Campaign settings, additional settings, content exclusions, inventory type. Source: [Google Ads Help, Set content exclusions for Display campaigns](https://support.google.com/google-ads/answer/7444288) ### Exclude mature digital content labels (DL-MA, and DL-T for sensitive brands) Campaign setting Google labels every site, app and video by audience maturity. Excluding DL-MA, and DL-T where the brand needs it, stops ads landing next to content the brand would not sponsor by name. Where: Content exclusions, digital content labels. Source: [Google Ads Help, About content suitability](https://support.google.com/google-ads/answer/3306596) ### Exclude the sensitive content categories that clash with the brand Campaign setting Google offers five categories to exclude: tragedy and conflict, sensitive social issues, profanity and rough language, sexually suggestive content, and sensational and shocking. Turn off the ones that would embarrass the brand if a screenshot circulated. Where: Content exclusions, sensitive content. Source: [Google Ads Help, About content suitability](https://support.google.com/google-ads/answer/3306596) Digital content labels DL-G (content suitable for general audiences); DL-PG (content suitable for most audiences with parental guidance); DL-T (content suitable for teen and older audiences); DL-MA (content suitable only for mature audiences). Sensitive content categories Tragedy and conflict; Sensitive social issues; Profanity and rough language; Sexually suggestive content; Sensational and shocking. Inventory quality and wasted spend ### Exclude parked domains Campaign setting Parked domains are registered but undeveloped pages monetised entirely with ads. They carry no real audience and the clicks they send rarely convert. Where: Content exclusions, content types, parked domains. Source: [Google Ads Help, Set content exclusions for Display campaigns](https://support.google.com/google-ads/answer/7444288) ### Exclude games and mobile app inventory (for non-app advertisers) Campaign setting Mobile games and in-app banners are a frequent source of accidental taps that inflate clicks with almost no commercial intent. If you are not promoting an app, this inventory usually spends without returning. Where: Content exclusions, content types, games; plus a placement exclusion list for specific apps. Source: [Google Ads Help, Set content exclusions for Display campaigns](https://support.google.com/google-ads/answer/7444288) ### Exclude made-for-advertising (MFA) sites Exclusion list MFA sites exist to farm ad impressions, not to serve a real audience. The ANA found roughly 15% of programmatic spend reaches them. Upload a maintained MFA exclusion list and keep it current. Where: Account or campaign placement exclusion list, from a maintained MFA list. Source: [ANA Programmatic Media Supply Chain Transparency Study](https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study) ### Review anonymous.google aggregated inventory Exclusion list Google groups app inventory it will not name under anonymous.google. You cannot vet what you cannot see, so most accounts that are not running app campaigns are better off excluding it and watching the effect on conversions. Where: Account or campaign placement exclusion list. Source: [Google Ads Help, Set content exclusions for Display campaigns](https://support.google.com/google-ads/answer/7444288) Compiled by Clean Digital from Google Ads content suitability documentation and the ANA Programmatic Media Supply Chain Transparency Study (December 2023). Last verified 15 June 2026. ## Common questions What do I paste into the tool? Your Google Ads placement report, the table listing each website, app or channel your ads ran on, under the campaign placements or "where ads showed" report. Include the header row so the spend and conversion columns are read. Does the tool upload or store my placement data? No. The report is parsed in your browser and never leaves the page, and the export is generated locally, so real account data is safe to run through it. How do I apply the exported list in Google Ads? Open the campaign or account, go to the placements section, choose to exclude placements, and paste the list or upload the CSV. Save it as an account-level exclusion list to reuse across campaigns. It is part of how we run [Google Ads management](https://cleandigital.co.uk/google-ads-agency) day to day. Why exclude mobile apps and anonymous inventory? In-app banners and games produce a high rate of accidental taps with little buying intent, and anonymous.google is aggregated app inventory you cannot vet. For non-app advertisers, both tend to spend without converting, which is a common and large source of [Display and programmatic](https://cleandigital.co.uk/programmatic) waste. What are made-for-advertising (MFA) sites? Sites built to farm ad impressions rather than serve a real audience. The ANA found roughly 15% of programmatic spend reaches them. The practical fix is a maintained MFA exclusion list applied at account level, kept current as new domains appear. How often should I review Display placements? Monthly is a sensible default, more often just after launch. New inventory keeps entering the auction, so a single clean-up decays. If keeping on top of it is the problem, a [free account review](https://cleandigital.co.uk/ad-account-audit) will show what is leaking now. The tool is a quick fix. If Display or search budget is leaking across the whole account, a free senior review from a Google Premier Partner will find the rest. [Get a free account review](https://cleandigital.co.uk/ad-account-audit) ```json [ { "@context": "https://schema.org", "@type": "SoftwareApplication", "name": "GDN Placement Exclusions Tool", "applicationCategory": "BusinessApplication", "applicationSubCategory": "Paid media brand-safety tool", "operatingSystem": "Web", "url": "https://cleandigital.co.uk/tools/gdn-placement-directory", "inLanguage": "en-GB", "description": "Free Google Display Network placement exclusions tool. Paste a placement report to flag mobile app, anonymous and made-for-advertising inventory, then export a Google Ads exclusion list.", "featureList": [ "Triage a Google Ads placement report into keep and exclude", "Flag mobile app, anonymous and zero-conversion inventory from your own figures", "Export a Google Ads placement exclusion list as text or CSV", "A sourced reference of the Display exclusions to set first" ], "screenshot": "https://cleandigital.co.uk/images/resources/previews/gdn-placement-directory-poster.png", "offers": { "@type": "Offer", "price": "0", "priceCurrency": "GBP" }, "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "GDN placement exclusions", "item": "https://cleandigital.co.uk/tools/gdn-placement-directory" } ] }, { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What do I paste into the tool?", "acceptedAnswer": { "@type": "Answer", "text": "Your Google Ads placement report, the table listing each website, app or channel your ads ran on, under the campaign placements or \"where ads showed\" report. Include the header row so the spend and conversion columns are read." } }, { "@type": "Question", "name": "Does the tool upload or store my placement data?", "acceptedAnswer": { "@type": "Answer", "text": "No. The report is parsed in your browser and never leaves the page, and the export is generated locally, so real account data is safe to run through it." } }, { "@type": "Question", "name": "How do I apply the exported list in Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Open the campaign or account, go to the placements section, choose to exclude placements, and paste the list or upload the CSV. Save it as an account-level exclusion list to reuse across campaigns. It is part of how we run Google Ads management day to day." } }, { "@type": "Question", "name": "Why exclude mobile apps and anonymous inventory?", "acceptedAnswer": { "@type": "Answer", "text": "In-app banners and games produce a high rate of accidental taps with little buying intent, and anonymous.google is aggregated app inventory you cannot vet. For non-app advertisers, both tend to spend without converting, which is a common and large source of Display and programmatic waste." } }, { "@type": "Question", "name": "What are made-for-advertising (MFA) sites?", "acceptedAnswer": { "@type": "Answer", "text": "Sites built to farm ad impressions rather than serve a real audience. The ANA found roughly 15% of programmatic spend reaches them. The practical fix is a maintained MFA exclusion list applied at account level, kept current as new domains appear." } }, { "@type": "Question", "name": "How often should I review Display placements?", "acceptedAnswer": { "@type": "Answer", "text": "Monthly is a sensible default, more often just after launch. New inventory keeps entering the auction, so a single clean-up decays. If keeping on top of it is the problem, a free account review will show what is leaking now." } } ] } ] ``` --- Source URL: https://cleandigital.co.uk/tools/media-spend-calculator Markdown URL: https://cleandigital.co.uk/tools/media-spend-calculator/index.md --- title: "PPC Budget Calculator & Forecast | Clean Digital" description: "Enter a monthly PPC budget to forecast impressions, clicks, leads or sales across Google, Meta and LinkedIn. Benchmarks adjust by industry and country. The calculator is free." canonical: "https://cleandigital.co.uk/tools/media-spend-calculator" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- Free PPC budget calculator · updated 2026 # PPC budget calculator for paid media forecasting Enter your industry, target market, objective and monthly budget. The calculator applies benchmark assumptions to forecast impressions, clicks, leads or sales. The result includes a recommended split across Google, Meta and LinkedIn. The calculator is free and requires no login. Every benchmark and assumption remains visible. Use the calculator [Get a free budget review](https://cleandigital.co.uk/contact) - Google Premier Partner - £160M+ ad spend managed - 7+ industry awards ## Calculate your PPC budget and expected results ### PPC budget inputs The calculator applies the selected inputs to a benchmark-led forecast. Industry Target market Objective Monthly budget (£) Conversion type (optional) Website (optional) ### Forecast impressions, clicks, leads or sales The calculator applies benchmark assumptions and channel mix rules to the selected inputs. Enter the required inputs to generate a benchmark-led forecast. ### Review the forecast against your account A senior specialist will compare the forecast with your spend, tracking and conversion data. ## How to calculate a PPC budget Margins, customer value, available demand and market competition determine the required PPC budget. Start with the commercial target and calculate the spend needed to reach it. 0 1 ### Decide what a conversion is worth Use the average order value or the post-margin value of a qualified lead. The budget calculation starts from that value. 0 2 ### Work out how many you need Set the monthly number of leads, sales or bookings the business requires. Base the target on the commercial plan. 0 3 ### Divide by a realistic cost Apply the benchmark CPC and conversion rate for the selected industry. Add a separate testing allowance. 0 4 ### Allow enough budget for testing Reserve enough budget to test search terms, ads and landing pages. Keep the allowance separate from proven campaign spend. ### Starting channel splits by objective The model selects a starting split from the objective, business type and budget. Google captures active search demand. Meta and LinkedIn support prospecting, retargeting or B2B reach. Leads B2B £0.5k–£3k 65 % 10 % 25 % Leads B2B £3k–£7k 55 % 15 % 30 % Leads B2B £7k+ 45 % 20 % 35 % Leads B2C £0.5k–£3k 70 % 30 % 0 % Leads B2C £3k–£7k 60 % 40 % 0 % Leads B2C £7k+ 50 % 50 % 0 % Sales Ecommerce £0.5k–£3k 60 % 40 % 0 % Sales Ecommerce £3k–£7k 52 % 48 % 0 % Sales Ecommerce £7k+ 45 % 55 % 0 % Traffic Mixed £0.5k+ 25 % 65 % 10 % Traffic B2B £0.5k+ 30 % 40 % 30 % Sales Mixed £0.5k+ 50 % 45 % 5 % [Paid search management services](https://cleandigital.co.uk/paid-search) ## PPC budget benchmarks by industry and country The table lists GBP baselines for Google Search by industry. The calculator adjusts each baseline for the selected target market. Animals & Pets CTR 6.6% £2.93 CVR 13.1% Apparel / Fashion & Jewelry CTR 6.8% £3.18 CVR 4.0% Arts & Entertainment CTR 13.1% £1.18 CVR 4.8% Attorneys & Legal Services CTR 6.0% £6.34 CVR 5.1% Automotive - For Sale CTR 8.3% £1.78 CVR 7.8% Automotive - Repair, Service & Parts CTR 5.6% £2.88 CVR 14.7% Beauty & Personal Care CTR 5.7% £4.21 CVR 7.8% Business Services CTR 5.7% £4.12 CVR 5.1% Career & Employment CTR 6.6% £3.81 CVR 4.3% Dentists & Dental Services CTR 5.4% £5.80 CVR 9.1% Education & Instruction CTR 5.7% £4.60 CVR 11.4% Finance & Insurance CTR 8.3% £2.56 CVR 2.5% Furniture CTR 6.1% £2.85 CVR 2.7% Health & Fitness CTR 7.2% £3.69 CVR 6.8% Home & Home Improvement CTR 6.4% £5.80 CVR 7.3% Industrial & Commercial CTR 6.2% £4.21 CVR 7.2% Personal Services CTR 7.7% £4.29 CVR 9.7% Physicians & Surgeons CTR 6.7% £3.69 CVR 11.6% Real Estate CTR 8.4% £1.87 CVR 3.3% Restaurants & Food CTR 7.6% £1.51 CVR 7.1% Shopping, Collectibles & Gifts CTR 8.9% £2.58 CVR 3.8% Sports & Recreation CTR 9.2% £1.95 CVR 7.6% Travel CTR 8.7% £1.57 CVR 5.8% Benchmarks: WordStream (Google Ads 2025, Facebook Ads), Huble (LinkedIn 2025); FX from the Bank of England. Updated February 2026. [Review Google Ads management services](https://cleandigital.co.uk/google-ads-agency) ## How to split a paid media budget Compare Google, Meta and LinkedIn benchmark performance. Use each channel role to assess the recommended monthly split. ### Google Search High intent Google Search captures people who already search for the offer. CTR 6.5% CPC £3.84 CVR 8.5% [Google Ads management](https://cleandigital.co.uk/google-ads-agency) ### Meta (Facebook & Instagram) Demand creation Meta reaches new audiences and retargets previous visitors. CTR 2.1% CPC £1.99 CVR 8.1% [paid social management](https://cleandigital.co.uk/paid-social) ### LinkedIn B2B targeting LinkedIn reaches selected job roles and B2B decision-makers. CTR 0.4% CPC £2.96 CVR 16.1% [LinkedIn ads management](https://cleandigital.co.uk/paid-social) ## How this PPC forecast is calculated The calculator converts a budget into forecast outcomes through four documented steps. The same benchmark data supports Clean Digital's client planning. Step 0 1 ### Benchmark sources Published industry and channel studies provide the starting CTR, CPC and conversion-rate assumptions. Step 0 2 ### Industry and country adjustments The calculator adjusts each baseline for the selected industry, objective and target market. Step 0 3 ### Recommended channel mix Rules for objective, business type and spend divide the budget among Google, Meta and LinkedIn. Step 0 4 ### Forecast limits The figures are planning estimates. Demand, account structure, tracking, creative and the offer affect live results. Benchmarks: WordStream (Google Ads 2025, Facebook Ads), Huble (LinkedIn 2025); FX from the Bank of England. Updated February 2026. [Review conversion tracking and attribution](https://cleandigital.co.uk/data-and-analytics) Client PPC budgets managed by Clean Digital ## How to turn the forecast into a working media plan We use account data to turn the forecast into a media plan. We then manage spend against revenue, leads or bookings. [ Travel & Tourism Rabbies 109% YoY increase in tour bookings Read the case study](https://cleandigital.co.uk/case-studies/rabbies) [ Retail & Garden Dobbies Garden Centres 14:1 ROAS across all paid channels Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [ Higher Education Arden University 127% YoY increase in PPC enrolments Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [Browse all PPC case studies](https://cleandigital.co.uk/case-studies) ## PPC budget calculator FAQs How much should I spend on PPC? Start with the required number of leads, sales or bookings. Multiply that target by the expected cost per acquisition. Add a separate allowance for testing and non-converting clicks. The calculator checks the result by forecasting clicks and conversions from the same budget. How much should I spend on Google Ads? Use relevant search volume, expected CPC and conversion rate to calculate the initial Google Ads budget. The budget must produce enough conversions to assess performance. Narrow the campaign scope when the forecast spreads limited data across too many keywords or products. Is there a minimum budget for PPC to work? No universal minimum applies. Search volume, media costs, conversion rate and the required evidence determine the minimum. A small budget can support a narrow campaign. Limit the number of channels, audiences and tests to what the budget can measure. How do I set a budget from my targets? Multiply the target CPA by the required number of conversions. The result gives the efficient-spend requirement. For 40 leads at a £50 benchmark CPL, the requirement is about £2,000. Add separate allowances for testing and non-converting searches. Are these UK benchmarks? The calculator uses the published sources listed on the page. Stored country factors adjust those benchmarks for the selected market. Replace benchmark assumptions with account data when reliable data becomes available. How do I split my budget across channels? Choose channels that match the objective and can produce measurable results within the budget. The calculator selects a default mix from the objective, business type and spend level. Replace that mix when account demand or conversion data supports a different allocation. How accurate is this forecast? The forecast is a benchmark-led planning estimate. The estimate indicates the likely order of magnitude and a starting channel split. Account structure, tracking, creative, demand and the offer determine live performance. Is the calculator free, and can I share the results? Yes. The calculator is free and requires no login. You can copy the forecast or share a link to the same scenario. A full-report link hides the input panel. ## Related PPC planning tools [### Google Ads management Clean Digital manages Search, Shopping and Performance Max against lead or revenue targets. Learn more](https://cleandigital.co.uk/google-ads-agency) [### Paid search management services The team removes wasted Google Ads and Microsoft Ads spend before reallocating the budget. Learn more](https://cleandigital.co.uk/paid-search) [### Conversion tracking and analytics Conversion tracking supplies reliable outcome data for bidding and budget decisions. Learn more](https://cleandigital.co.uk/data-and-analytics) [### Plan programmatic media spend Set channel roles, inventory controls, frequency and measurement before programmatic budget goes live. Learn more](https://cleandigital.co.uk/programmatic) ## More free PPC tools Use the ad test calculator to assess statistical significance. Use the media planner to compare channel allocations. Preview search ad creative before launch. [](https://cleandigital.co.uk/agency-media-planner) ### [Agency Media Planner](https://cleandigital.co.uk/agency-media-planner) Calculator · Channel planning · Updated Feb 2026 Set a budget, a funnel split and a creative mix, and get a cross-channel plan in one view: CPMs, impressions and clicks for Google Ads, paid social and programmatic. - A channel plan built from budget and funnel mix - Creative split, CPM, impressions and clicks per channel [Open the planner](https://cleandigital.co.uk/agency-media-planner) [](https://cleandigital.co.uk/tools/ad-test-significance) ### [Ad Test Significance Calculator](https://cleandigital.co.uk/tools/ad-test-significance) Calculator · Test verdicts · Updated Jul 2026 Paste impressions and conversions from any ad platform and get a plain-English verdict: call it, keep running, or stop. Plan mode sizes the next test from budget and CPM, and both show your test rerun 1,000 times. - Sample size and finish date up front - Monte Carlo timing explorer for deeper analysis [Judge your test](https://cleandigital.co.uk/tools/ad-test-significance) [](https://cleandigital.co.uk/ad-preview-tool) ### [Google Ads Preview Tool](https://cleandigital.co.uk/ad-preview-tool) Tool · Search ad QA · Updated Jul 2026 Build and compare responsive search ads with headlines, descriptions, display paths, logos and sitelinks in a Google-style result. - Compare up to four responsive search ads - Check character limits and likely truncation [Preview your ads](https://cleandigital.co.uk/ad-preview-tool) ## From a plan to performance A senior specialist compares the forecast with your account data. The review identifies wasted spend, viable channel allocations and priority changes. You keep the findings and have no obligation to proceed. - Current sources of wasted spend - Recommended budget and channel mix - Campaigns to scale, reduce or stop - Prioritised account changes [Get a free budget review](https://cleandigital.co.uk/contact) [Or run a free account audit](https://cleandigital.co.uk/ad-account-audit) A senior specialist reviews each request. We reply within one working day. ```json [ { "@context": "https://schema.org", "@type": "WebApplication", "@id": "https://cleandigital.co.uk/tools/media-spend-calculator#webapplication", "name": "PPC Budget Calculator", "alternateName": "Paid Media Spend Calculator", "applicationCategory": "BusinessApplication", "operatingSystem": "Any", "browserRequirements": "Requires JavaScript and a modern web browser.", "url": "https://cleandigital.co.uk/tools/media-spend-calculator", "description": "Enter a monthly PPC budget to forecast impressions, clicks, leads or sales across Google, Meta and LinkedIn. Benchmarks adjust by industry and country. The calculator is free.", "inLanguage": "en-GB", "isAccessibleForFree": true, "featureList": [ "Budget-to-outcomes forecast (impressions, clicks, leads or sales)", "Recommended channel mix across Google, Meta and LinkedIn", "Benchmarks by industry and country", "Shareable scenarios and copyable results" ], "offers": { "@type": "Offer", "price": "0", "priceCurrency": "GBP" }, "provider": { "@type": "Organization", "@id": "https://cleandigital.co.uk/#organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/tools/media-spend-calculator#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://cleandigital.co.uk/resources" }, { "@type": "ListItem", "position": 3, "name": "PPC Budget Calculator", "item": "https://cleandigital.co.uk/tools/media-spend-calculator" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/tools/weather-bidding Markdown URL: https://cleandigital.co.uk/tools/weather-bidding/index.md --- title: "Weather-Based Bidding Tool | Google Ads Weather Adjustments" description: "Free weather-based bidding tool for Google Ads. Map a local forecast to directional bid and budget changes for weather-sensitive categories." canonical: "https://cleandigital.co.uk/tools/weather-bidding" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Weather-Based Bidding Tool A free tool that maps a local forecast to directional Google Ads bid and budget changes for weather-sensitive categories. It sits alongside our [Google Ads management](https://cleandigital.co.uk/google-ads-agency). Your location Business type Bidding mode A seven-day forecast becomes daily bid and budget moves for your category. Pick a location and business type, then generate. Your forecast explorer Set a location and business type, then generate to see day-by-day bid and budget moves against the coming forecast. ```json { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/tools/weather-bidding#webpage", "url": "https://cleandigital.co.uk/tools/weather-bidding", "name": "Weather-Based Bidding Tool | Google Ads Weather Adjustments", "description": "Free weather-based bidding tool for Google Ads. Map a local forecast to directional bid and budget changes for weather-sensitive categories.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" } } ``` --- Source URL: https://cleandigital.co.uk/webinars Markdown URL: https://cleandigital.co.uk/webinars/index.md --- title: "PPC Webinars and Digital Marketing Resources | Clean Digital" description: "Watch Clean Digital webinars on reducing wasted Google Ads spend, setting up Google Analytics 4 and planning seasonal PPC campaigns." canonical: "https://cleandigital.co.uk/webinars" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Webinars & Resources Watch our educational webinars where we share expert insights and practical tips to help you optimise your digital marketing campaigns and drive better results. ## Our Digital Marketing Webinars March 15, 2023 ### How To Eliminate Wasted Spend In Google Ads We really enjoyed hosting our 'How To Eliminate Wasted Spend In Google Ads' webinar last month. Learn vital tips on ensuring accurate conversions, optimizing impression share, checking location settings, utilizing negative keywords, and reviewing search partner performance. February 22, 2023 ### The RIGHT Way To Set Up Google Analytics 4 5 Top Tips For Your Google Analytics 4 Migration: In this webinar, we cover the most common thing businesses forget/miss when setting up Google Analytics 4. We'll also give you some pro tips on making the most of your Google Analytics data to grow your business using Google Ads. October 10, 2022 ### 5 Tips For Highly Effective Festive PPC Campaigns Maximise your Pay-Per-Click (PPC) campaigns this festive season with Clean Digital's top 5 tips for highly effective Christmas and Black Friday strategies. Our experts Logan and Fraser share their essential advice and strategies for navigating the busiest periods of the year. ### Explore More Digital Marketing Resources Discover our comprehensive collection of guides, tools, case studies and more to help you maximise your digital marketing performance. [Browse All Resources](https://cleandigital.co.uk/resources) [Learn About Paid Search](https://cleandigital.co.uk/paid-search) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "WebPage", "@id": "https://cleandigital.co.uk/webinars#webpage", "url": "https://cleandigital.co.uk/webinars", "name": "PPC Webinars and Digital Marketing Resources | Clean Digital", "description": "Watch Clean Digital webinars on reducing wasted Google Ads spend, setting up Google Analytics 4 and planning seasonal PPC campaigns.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/webinars#breadcrumb" }, "hasPart": [ { "@id": "https://cleandigital.co.uk/webinars#wasted-spend-google-ads" }, { "@id": "https://cleandigital.co.uk/webinars#google-analytics-4-setup" }, { "@id": "https://cleandigital.co.uk/webinars#festive-ppc-campaigns" } ] }, { "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/webinars#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Webinars", "item": "https://cleandigital.co.uk/webinars" } ] }, { "@type": "VideoObject", "@id": "https://cleandigital.co.uk/webinars#wasted-spend-google-ads", "name": "How To Eliminate Wasted Spend In Google Ads", "description": "Practical checks for Google Ads conversion tracking, impression share, location settings, negative keywords and search partner performance.", "thumbnailUrl": "https://i.ytimg.com/vi/A6yQyD2PnuE/hqdefault.jpg", "uploadDate": "2022-05-18T07:22:09-07:00", "embedUrl": "https://www.youtube.com/embed/A6yQyD2PnuE", "inLanguage": "en-GB", "publisher": { "@id": "https://cleandigital.co.uk/#organization" }, "isPartOf": { "@id": "https://cleandigital.co.uk/webinars#webpage" } }, { "@type": "VideoObject", "@id": "https://cleandigital.co.uk/webinars#google-analytics-4-setup", "name": "The RIGHT Way To Set Up Google Analytics 4", "description": "Five common Google Analytics 4 migration and setup issues, with guidance on using analytics data to improve Google Ads performance.", "thumbnailUrl": "https://i.ytimg.com/vi/pqcdHX2JhHo/hqdefault.jpg", "uploadDate": "2022-10-11T08:09:56-07:00", "embedUrl": "https://www.youtube.com/embed/pqcdHX2JhHo", "inLanguage": "en-GB", "publisher": { "@id": "https://cleandigital.co.uk/#organization" }, "isPartOf": { "@id": "https://cleandigital.co.uk/webinars#webpage" } }, { "@type": "VideoObject", "@id": "https://cleandigital.co.uk/webinars#festive-ppc-campaigns", "name": "5 Tips For Highly Effective Festive PPC Campaigns", "description": "PPC planning guidance for Christmas and Black Friday campaigns from Clean Digital specialists Logan and Fraser.", "thumbnailUrl": "https://i.ytimg.com/vi/AS2xraNOUTc/hqdefault.jpg", "uploadDate": "2023-11-06T02:17:04-08:00", "embedUrl": "https://www.youtube.com/embed/AS2xraNOUTc", "inLanguage": "en-GB", "publisher": { "@id": "https://cleandigital.co.uk/#organization" }, "isPartOf": { "@id": "https://cleandigital.co.uk/webinars#webpage" } } ] } ``` --- Source URL: https://cleandigital.co.uk/who-we-work-with Markdown URL: https://cleandigital.co.uk/who-we-work-with/index.md --- title: "Who We Work With | Clean Digital PPC Clients Across the UK" description: "See the sectors Clean Digital supports, including ecommerce, travel, higher education, B2B and lead generation, with PPC results from named UK clients." canonical: "https://cleandigital.co.uk/who-we-work-with" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Who We Work With We manage paid search, paid social and analytics for ambitious UK and international brands across every sector, including ecommerce, retail, travel, hospitality, higher education and B2B. When wasted spend, weak lead quality or unclear ROAS is holding growth back, these are the businesses we help most. Trusted by teams at ## Sectors we know well We work with advertisers across almost every sector. These are a few where we have particularly deep experience and results worth showing, though the same approach to paid media, analytics and forecasting works whatever you sell. ### Ecommerce & retail Online retailers measured on ROAS and revenue. We run Google Shopping, Performance Max and [ecommerce PPC](https://cleandigital.co.uk/ecommerce-ppc) across large product ranges, and keep the feed accurate so budget follows the products that actually sell. Dobbies Garden Centres: 14:1 ROAS on the Spring It On campaign. ### Travel & tourism Operators who need seats filled and bookings taken across seasons and currencies. We plan [paid search](https://cleandigital.co.uk/paid-search) around demand peaks and connect every campaign to booking revenue. Rabbie's: 236% increase in booking revenue. ### Hospitality & hotels Hotels and resorts that want to grow direct bookings and cut their reliance on OTAs. We restructure [paid search](https://cleandigital.co.uk/paid-search), Performance Max and display around occupancy data to win bookings directly and protect brand presence in competitive auctions. Macdonald Hotels & Resorts: 217% year-on-year growth in room bookings via PPC. ### Higher education Universities and course providers focused on enrolments and applicant quality rather than raw enquiry numbers. We optimise toward the students who go on to enrol, using [proper conversion tracking](https://cleandigital.co.uk/data-and-analytics). Arden University: 127% year-on-year growth in PPC enrolments. ### Professional services, B2B & lead generation Law firms and other professional services, plus B2B and considered-purchase brands, where the sales team needs qualified leads and a defensible cost per acquisition. We tie [B2B PPC](https://cleandigital.co.uk/b2b-ppc-agency) and [lead generation](https://cleandigital.co.uk/lead-generation-ppc) campaigns to pipeline value with offline conversion imports and value-based bidding. Wood Mackenzie: paid media built around qualified pipeline, not form fills alone. ### Fitness, leisure & lifestyle Consumer brands that grow through [paid social](https://cleandigital.co.uk/paid-social) as much as search, where creative and audience testing drive memberships and sales. 1Rebel: a long-term partnership across paid search and paid social. ### Growth-stage & scaling brands Businesses ready to invest in paid media but needing the numbers to stand up to board scrutiny. We forecast budgets, size tests and report against real commercial outcomes with [data and analytics](https://cleandigital.co.uk/data-and-analytics) you can defend. Work in a sector that is not listed here? We almost certainly have relevant experience. [Tell us what you need paid media to do](https://cleandigital.co.uk/contact). ## Proof it works Real results for real clients. Every number here comes from a live account we manage, tracked against the outcome the business cares about. 127% year-on-year growth in PPC enrolments Higher Education [Read the Arden University case study](https://cleandigital.co.uk/case-studies/arden-university) 14:1 ROAS on the Spring It On campaign Retail & Garden [Read the Dobbies Garden Centres case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) 236% increase in booking revenue Travel & Tourism [Read the Rabbie's case study](https://cleandigital.co.uk/case-studies/rabbies) 49% year-to-date PPC revenue growth with stable ROAS Ecommerce & Retail Case study coming soon [Browse all client case studies](https://cleandigital.co.uk/case-studies) ## What clients say Long-term partnerships are the point. Here is how a few of the teams we work with describe it. > Working with Clean Digital has been a collaborative, rewarding experience, and their focus on innovation alongside a results-driven approach has significantly boosted our digital presence. Ronny Nilsson Arden University > Really recommend Clean Digital, they've been a fantastic agency to work with and we've always been really impressed with the team and the results they produce. Michelle Stoodley 1Rebel > Their expertise and insights have been invaluable and helped us achieve our marketing goals. For any business aiming to boost their digital presence and PPC performance, we highly recommend Clean Digital. Katie McGill Rabbie's ## Think you might be a good fit? Tell us where growth has stalled and what you need paid media to deliver. We will be honest about whether we are the right agency for you, and what the first ninety days would look like if we are. ```json [ { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://cleandigital.co.uk/who-we-work-with#webpage", "url": "https://cleandigital.co.uk/who-we-work-with", "name": "Who We Work With | Clean Digital PPC Clients Across the UK", "description": "See the sectors Clean Digital supports, including ecommerce, travel, higher education, B2B and lead generation, with PPC results from named UK clients.", "inLanguage": "en-GB", "isPartOf": { "@type": "WebSite", "@id": "https://cleandigital.co.uk/#website", "name": "Clean Digital", "url": "https://cleandigital.co.uk/" }, "breadcrumb": { "@id": "https://cleandigital.co.uk/who-we-work-with#breadcrumb" } }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "@id": "https://cleandigital.co.uk/who-we-work-with#breadcrumb", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://cleandigital.co.uk/" }, { "@type": "ListItem", "position": 2, "name": "Who We Work With", "item": "https://cleandigital.co.uk/who-we-work-with" } ] } ] ``` --- Source URL: https://cleandigital.co.uk/youtube-ads-agency Markdown URL: https://cleandigital.co.uk/youtube-ads-agency/index.md --- title: "YouTube Ads Agency | Video Advertising Management" description: "YouTube Ads agency support for ecommerce, lead generation and brand demand campaigns, covering creative testing, targeting, remarketing, measurement and Demand Gen." canonical: "https://cleandigital.co.uk/youtube-ads-agency" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # YouTube Ads agency YouTube Ads work when the creative, audience and measurement plan are built together. We manage YouTube campaigns as part of a wider paid media plan, connected to Search, Demand Gen, PMax and paid social. [Discuss YouTube Ads](https://cleandigital.co.uk/contact) [See client work](https://cleandigital.co.uk/case-studies) ## Video needs a job in the plan YouTube can build demand, qualify audiences and support remarketing. The campaign should know which job it is doing before spend starts. Creative Tested by format Audience Controlled and excluded Reporting Separated by signal ## Where YouTube fits YouTube should solve a specific demand or consideration problem. The role determines the audience, creative, conversion window and the evidence used to judge spend. 1. 01 Introduce a product or service before search demand exists 2. 02 Remarket to high-intent audiences with stronger creative context 3. 03 Support ecommerce launches with video and product feed activity 4. 04 Qualify B2B and lead-generation audiences before they search 5. 05 Test creative messages before they are scaled into paid social or Demand Gen ## YouTube formats need separate controls A single blended campaign report can hide which format, audience and asset created the useful result. We set the account up so those decisions remain visible. ### Skippable in-stream The opening seconds, audience signal, exclusions, bid strategy and frequency are reviewed together. Reach qualified audiences at scale and test whether video creates direct response or later demand. ### YouTube Shorts Vertical assets are reviewed for immediate clarity, safe-zone use and performance by creative variant. Extend video reach into a mobile-first placement without forcing a landscape advert into the format. ### In-feed video Thumbnail, title, audience and landing page intent are tested as one route from discovery to site visit. Reach people who choose to watch after seeing the advert beside related YouTube content. ### Demand Gen video Video assets, product data, audience expansion and cross-surface reporting are separated where the account permits. Connect YouTube activity with wider Demand Gen campaigns across Google inventory. ## What management includes YouTube management covers delivery, creative learning and measurement. It also accounts for the spend and conversion signals already moving through other Google campaigns. [Review Demand Gen management](https://cleandigital.co.uk/demand-gen-agency) Creative briefing for skippable, Shorts, in-feed and Demand Gen placements Audience design using first-party data, remarketing and intent signals Frequency control and sequencing across wider paid media plans Conversion tracking, view-through interpretation and lift testing where appropriate Budget allocation between YouTube, Search, PMax and paid social ## When YouTube is ready for budget The first review checks whether video has the inputs needed to produce a useful commercial decision. ### A commercial outcome can be measured The account has reliable sales, lead, booking or revenue actions. For longer sales cycles, CRM stages can show whether enquiries progress. ### Creative can support a real test There are several usable video concepts, or a practical route to produce them. One asset cannot show whether the audience or the message caused the result. ### YouTube has a defined role The plan states whether video should create demand, support a launch, qualify prospects or remarket to existing interest. ### The wider media plan is visible Search, Shopping, Performance Max and paid social activity can be reviewed alongside YouTube so channel overlap is understood. ## YouTube measurement without blended claims Clicks, views and assisted conversions answer different questions. Reporting keeps those signals separate so the budget decision reflects the evidence available. ### Direct conversions Show which campaigns and audiences generate measurable actions after an advert interaction. ### Engaged-view conversions Show conversions after a meaningful view without an advert click. We report these separately from click-through results. ### View-through conversions Provide supporting context for exposure. Attribution settings and overlap are reviewed before the result affects budget. ### CRM, sales and revenue Show whether leads become accepted opportunities, bookings or revenue after YouTube activity. ### Search and site behaviour Show changes in brand search, engaged sessions and assisted journeys. These are supporting signals rather than automatic proof of causation. Our [data and analytics service](https://cleandigital.co.uk/data-and-analytics) can connect platform activity with site, CRM and revenue data when the current setup stops at platform conversions. ## How a YouTube engagement starts The work begins with the commercial question and ends with a documented decision about creative, audience and budget. 1. 01 ### Define the job Agree the audience, commercial outcome, attribution limits and the role YouTube has alongside the rest of the media plan. 2. 02 ### Build the test Set campaign structure, audience signals, exclusions, creative variants, landing pages and the measurement baseline. 3. 03 ### Control delivery Review placements, frequency, audience expansion, creative fatigue, conversion quality and spend distribution after launch. 4. 04 ### Make the budget decision Scale the combinations that produce useful commercial signals, revise weak creative and stop activity that cannot justify its cost. ## Evidence before expansion Review our [paid media case studies](https://cleandigital.co.uk/case-studies) to see how channel activity is connected to wider commercial outcomes. The account review then tests whether YouTube has a credible role in your own plan. If budget allocation is still unresolved, the [media planning tool](https://cleandigital.co.uk/agency-media-planner) provides a starting model before campaign-level assumptions are agreed. ### Bring the current plan We can review existing campaigns, creative, conversion actions and the role YouTube is expected to play. [Talk to Clean Digital](https://cleandigital.co.uk/contact) ```json { "@context": "https://schema.org", "@type": "Service", "name": "YouTube Ads agency", "url": "https://cleandigital.co.uk/youtube-ads-agency", "description": "YouTube Ads agency support for ecommerce, lead generation and brand demand campaigns, covering creative testing, targeting, remarketing, measurement and Demand Gen.", "provider": { "@type": "Organization", "name": "Clean Digital", "url": "https://cleandigital.co.uk" }, "serviceType": [ "YouTube advertising", "Video advertising", "Demand Gen management" ] } ```