Join speakers from Impression and Google for a co-hosted 60 minute live webinar at 10am on Tuesday 24th November.

COVID-19 has seen us face almost an entire year of change and uncertainty, with businesses of all sizes across various industries being challenged in different ways. Join our three expert speakers to understand the importance of continuing your investment in marketing and advertising to future proof your strategy. To help you enter the new year in as strong a position as possible, we’ll share insights on key digital marketing trends that marketers must consider heading in to 2021 with advice on implementing them in your own online strategy.

Read more about the talks and sign up below.

10 – Intro, Adam Bly

10.05 – Core Web Vitals as part of your SEO strategy, Charlie Norledge

10.20 – Future-proof your Paid Search, Greg Holland

10.35 – 2020 in hindsight and what to expect going into 2021, Payal Pahalajani

10.50 – Moderated Q&A

Charlie’s talk will focus on the Core Web Vitals, a new user experience metric introduced by Google earlier this year that is set to impact many in 2021. It’s crucial that SEOs take this new ranking signal into consideration now to ensure a favourable position by the time they are implemented, reacting to the scores once they have been rolled out will be far too late. To help you better understand your own Core Web Vitals, Charlie will deep dive in to how to measure them using a variety of tools.

* Why Core Web Vitals should be taken in to consideration now, in preparation for 2021

* How to measure your own Core Web Vitals with a variety of tools

* Tactics to implement to your SEO strategy to improve your organic visibility

Greg’s talk will focus on changes that you can expect to see from the paid search landscape in 2021, with additional advice on addressing recent changes in the industry to help you get the most out of your strategy during this uncertain time. Google regularly introduces new automated features which give additional control to machine learning, this talk will highlight how this can be seen as an opportunity to dedicate more time to human strategy moving forwards.

* How to structure your Paid Search campaigns for success based on recent best practices

* How to adapt strategy, safeguard against and embrace Google’s new, more automated features

* How to optimise and alter campaigns within an automated campaign set up

Payal will walk us through the top trends and changes this year saw in the digital marketing landscape and consumer buying behaviour. The year gone by has seen an evolution in how brands execute marketing campaigns and more importantly, how consumers choose to engage with brands. Looking back at 2020 will set context and help build transformational plans for 2021.

* What were the growth drivers in 2020

* Key insights and shifts in how consumers interact with brands and the internet

* How you can adapt to these changes by making the most of Google’s digital marketing toolkit