Exhibiting at Google IO 2018

This May, we exhibited at the Google IO 2018 event, hosted by Coderus at BT Adastral park. It was sponsored by Tech East, BT and Innovation Martlesham.  It brought together the East Anglian tech community to be inspired by the very latest Google developments streamed in live from Mountain View, California.

 

We learnt about the coolest releases from Google. Here are some of our favourites:

  • the new Android P operating system includes a feature to Shush your phone by turning it over
  • updates to Google Home that will teach your children to be more polite called ‘Pretty Please’
  • updates to Google maps that will guide you step by step with augmented reality to get to your location when walking

There was also a focus on Health and Well being and how they are building features in to enable you to monitor how much you are using your phone and managing your children’s screen time. Google have got a great new website called ‘Be internet awesome’ that can give you information on keeping your kids safe online.

James Giles featured as a panellist, answering questions ranging from the benefits of being a Google Partner to achieving Work/Life balance when running a business. You can watch some of his answers here.

James Giles, owner of Biddable Solutions, panellist at Google IO 2018

 

On the day, we also ran a business card draw giving away a bundle of Google Goodies. We presented the delighted winner, Raven McMenemie from OfficeAZ, with her prizes at her offices in Felixstowe. They are currently under going a rebrand and were previously called Computing Needs. Contact Raven McMenemie to discuss more about how they can help you with everything from purchasing stationary to coffee to desks.

Raven McMenemie from OfficeAZ winner of our Google goodies prize draw

This event gets bigger and better every year and we hope you’ll be able to join us for the next Google IO event.

If you’d like us to send you an invite to future events, please sign up here 

 

 

Posted in Company News


We are exhibiting at Google IO 2018 – Adastral Park

Google IO

Visit our stand at the Google IO event on 8th May at BT Adastral Park, Martlesham and talk to us about all things Google.

At the event, you’ll be able to hear the very latest news from Google. I/O brings together developers from around the globe for talks, hands-on learning with Google experts, and a first look at Google’s latest developer products.

At the event they’ll be:

  • Live stream of Google Keynote presentations live from Mountain View
  • Google technology demos and local speakers

Other exhibitors so far are BBC Gadget Man, Ambient Light and University of Suffolk.

We’ll be providing light refreshments during the event.

Here is the running order:

4.30 – Doors Open

4.45 – Google Demos & Networking

5.45 – Move to Auditorium

6.00 – Keynote Presentations (Live Stream)

7.30 – Keynote Finish (subject to change)

8.00 – Close

It’s free to attend, but places are limited so please register here:

Register for the event

Thanks to Coderus for hosting this years event.

Posted in Company News


What is Machine Learning?

We’ve been watching the new 2018 Google Academy on Air webinars eagerly. The first session covered ‘What is Machine Learning?’ Here are the highlights of the session…(or watch the full video here)

What is Machine Learning?

Machine Learning (ML) means that software and programs don’t have to be told what to do in every scenario. They learn for themselves what to do by looking at historical data and analysing trends to become a powerful helper. It’s a disruptive technology that some people are fearful of, but there are lots of benefits to it too.

Benefits:

  • It helps make decisions a lot quicker and solve more complex problems
  • It makes us more efficient and stops wastage
  • We can apply our brains to creativity rather than crunching data

Examples of Industries impacted

  • Health care – for example helping doctors spot anomalies in scans, meaning people get diagnosed and treated quicker
  • Financial services – for example tracking trading volatility and market trends in real time, meaning investments can perform better
  • Retail – for example Amazon personal recommendations, meaning you see more relevant products and services that you may be interested in

How does it work?

If you want a computer to recognise a dog on YouTube you can program several layers that become more refined as it progresses through the process.

 

  • The first layer has multiple inputs that help define a dog such as looking at colours and edges
  • The second layer might look at shapes
  • The third layer conceptualises what these shapes mean
  • The final layer, connects all the information to give a probability over whether the image is a dog or not

You might already be using it….

Machine Learning is already part of many of our daily lives. For example, it is used in:

  • Virtual Assistance for example Google Home – the more you use it, the more it understands you. It recognises and learns the patterns in your language and voice
  • Traffic Predictions – apps like Waze uses experiences of other drivers to give better advice
  • Online Fraud Detection – PayPal uses ML to look for businesses that are more likely to be affected by fraud. Pattern recognition helps the service get better.
  • Delivery Services – Domino’s predicts, based on past experience, how long it usually takes for the pizza to arrive
  • Unique recommendations – Spotify recommends you songs based on your listening history. It can even recommend accurately new music that you probably will like.
  • All Google products – they already use it – Chrome/YouTube/Gmail/Photos etc…

Google Ads

Machine Learning is now driving the success of Google Ads. With so much data collected, the power of machine learning means we can crunch huge volumes of data and develop better ways of doing things. This leaves us more time to spend on analysing that data to add business value.

4 examples of this functionality are…

  • Google Similar audiences – finds you similar audiences to target by capturing interests, behaviours and likenesses of users
  • Smart bidding – determines the most important customers and serves ad at optimal bid and position
  • App Campaigns – identifies valuable users and targets where they see the best value
  • Data-drive attribution (DDA) – Determines how much credit to assign to each click in the user journey based on performance and conversion paths

How can I get started with ML?

  • Work with a Programmer who can use opensource software to develop Machine Learning applications to help your business
  • Use systems that are already set up with it, such as Automated Bidding to make your Ads more effective etc

Next Google Academy on Air session…

Automated and Smart Bidding

What next?

If you want to know more about how Machine learning features in Google Ads can enhance your campaigns, contact us today.

 

Posted in PPC News


Beating the winter blues…in Hawaii

Biddable Solutions are beating the winter blues by managing the PPC and Online Advertising campaigns for a new client based in Hawaii! They make bespoke Hawaiian Jewellery and Wood Rings and we are now running their Google Adwords (Search, Shopping and Remarketing) and Bing (Search and Shopping) campaigns with the aim of increasing their brand visibility and sales.

How we are helping

We have taken onboard their Google and Bing accounts, and after monitoring them for the first month, we have restructured them to make them more streamline. Now they are in line with our best practice set up which we know can deliver great results. We optimise them on a regular basis and we are already starting to see increased sales, resulting in a very happy customer.

Excellent service from afar

Skype and other technologies mean we can maintain regular contact with them and keep up our reputation of delivering exceptional customer service (even if we are a bit jealous that they are sitting on the beach sipping Mai Tai cocktails).

We haven’t made it out to meet them in person yet, but we are planning a visit later this year for sure.

Try us out

So wherever you are based, we can help transform your PPC and Online Advertising channels (perhaps even whilst you soak up the sunshine somewhere far away!). Visit us at www.biddablesolutions.com to find out more.

Aloha!

 

Posted in Case Studies, Company News


Finally It’s Here – AdWords Device Bid Adjustments

Good news – Today Google AdWords launched globally device bid adjustments across all devices. Essentially this means that bid adjustments can now be independently applied to desktop and tablet.

Ever since Google rolled out Enhanced campaigns back in early 2013 desktop and tablet keyword bids have been mashed together. Luckily mobile bid modifiers were available on campaign level, which eventually moved to ad group level.

Like mobile, results on tablet devices can differ massively to desktop. This means they need to be optimised independently which from today they can. Today’s change is a big one and should really help advertisers to deliver better results.

Along with this update AdWords have increased the bid max percentage from 300% to 900%. This will transform how campaigns can be built and optimised and also allow for very aggressive bidding on specific devices.

The new features can be found in the campaign settings tab under devices.

bidmod

 

What Next?

This change is huge. Anyone running AdWords campaigns needs to start thinking about a tablet bidding strategy. And also revising their desktop bidding. Essentially campaigns can be optimised completely differently from today and this change opens up many opportunities for new account structures.

We are very excited about working with this latest update and we’ll share some insights and tips over the coming weeks.

Posted in PPC News


What are Google Ad Grants?

Google Ad Grants are offered specifically to non-profit organisations and charities that need financial support with their search advertising campaigns to grow their visibility online and attract more memberships, volunteers and donations to their cause.
——————–

For non-profit organisations and charities the most important goal for their digital marketing is to share their message with those most likely to engage with it. The best way for any charity to deliver change in the cause they believe in is to drive awareness and ensure their message resonates with the people that matter the most.
That’s why Google Ad Grants exist within the Google for Non-Profits programme to help your charity appear in search ads when users submit keywords relevant to your charity and its cause. The grants cover text-based (search) advertising only, with no video or imagery covered.
More than 20,000 not-for-profit organisations based in over 50 countries are already benefiting from the scheme.
If you’re fortunate enough to obtain a Google Grant it’s a real opportunity for your charity to spread the word globally if you wish, or you can choose to hone in on people within your local area depending on your goals – it’s completely up to you.

How much can your charity claim?

Non-profit organisations can apply to receive $10,000 a month in free AdWords advertising credit. This can transform the scope of any search advertising campaign for your non-profit organisation, giving you the resource that you would otherwise need to find yourselves!

How do you apply?

Every grantee that receives a Google Grant must hit specific criteria in order to receive an ongoing monthly grant and maintain an active qualification.
To begin the process you need to apply to Google for Non-Profits. It’s important to note you’ll need to have your charity ID to hand when filling in your application form.
The majority of Google Grant applications tend to be reviewed within a matter of seconds but it can take between four to six hours on average for your application to be fully approved or rejected.

How to use your Google Ad Grant

If you have limited time to manage your Google Grant money for online advertising you can opt to use Google’s own AdWords Express service. This enables you to determine the location and time that your ads are visible online. However, you only get the option to choose your target demographic, submit three lines of text describing your organisation and set a daily budget.
If you want complete control over every penny that is spent from your Ad Grant, Biddable Solutions can work with you to build and optimise bespoke campaigns within AdWords.

Is this free money too good to be true?

Absolutely not – the Google Grants initiative is a wonderful online advertising solution for non-profit organisations, giving you the chance to do everything from appealing for more volunteers to receiving more donations – the lifeblood of any non-profit!
If you want to know more or would like support with your Google Ad Grant, please don’t hesitate to give us a call on 01473 561 002 or use our online form

Posted in PPC News


What is remarketing?

Another important facet of any successful multi-channel online advertising campaign, remarketing allows businesses to engage with visitors to their website who chose not to place an order or enquiry during their first time on-site.

What happens after their initial visit is really quite clever. You’ll be able to position targeted display or text ads in front of users that previously visited your website while they surf elsewhere online. The end result is another powerful online advertising channel that can increase sales conversions and grow brand awareness by engaging with those that have already interacted with your products or services.

How Google Remarketing can dramatically increase your ROI

Whether someone has visited your website, checked out your mobile app on the move or filled out a form with their contact details, remarketing helps your business to stay in touch with these potential customers by displaying your online ads to them on other websites’ advertising space as they browse the web.

How remarketing works is that a cookie is placed on the machine of every visitor to your website. This cookie is a signal to your remarketing list that a particular user has engaged with your website. Cookies can be dropped onto a user’s machine depending on a wide range of criteria. For instance, if you only want to remarket to users that visited a specific section of your website or those that added an item to their basket but failed to complete a purchase, you can segment your remarketing lists by user behaviour.

In terms of radically improving your bottom line, Google Remarketing gives your business the opportunity to reach out to consumers that have already shown an interest in you. In theory, they should be the consumers most likely to make a purchase and by providing regular touch points to direct them back to your website you can engineer higher sales activity.

Arming your business with a vast online reach

By remarketing to your customers through the Google Display Network your business immediately gets access to advertise across more than two million websites and mobile applications. Your display and text ads will appear throughout these websites and whenever a person within your remarketing list uses Google’s search functionality.

Best of all, Google Remarketing is highly customisable, with high-powered reports and insights available at the touch of a button to show you how your campaigns are performing, where your targeted ads have been visible and the price you’ve been paying for that exposure.

6 types of Google Remarketing

There are a number of remarketing formats you can utilise to maintain engagement with recent visitors:

• Standard remarketing
Displays your remarketing display and text ads to users that have already visited your website while they browse websites and mobile apps that are part of the Display Network.

• Dynamic remarketing
A format which takes standard remarketing to the next level – dynamic remarketing displays the specific products or services that users previously visited on your website, in a bid to maintain their interest.

• Mobile app remarketing
Displays ads to those who have previously used your mobile app or navigated the mobile version of your website whilst they use other mobile apps and websites.

• Search ads remarketing
Displays ads to those who have previously visited your website when they complete follow-up searches for what they are looking for on Google.

• Video remarketing
Displays ads to those who have viewed your videos or YouTube channel when they browse other YouTube videos, websites and apps.

• Email remarketing
If you’d like to reach out to users that have supplied your business with their email address, Google’s Customer Match allows you to upload lists of addresses to remarket to. So whenever they log in to their Gmail, your text ads will be visible at the top of their inbox.

By reaching out to people who have already visited key pages of your website, your targeted multi-channel communications can encourage them to visit again and make that all-important purchase.

At Biddable Solutions we can help your business understand where your visitors are in the conversion cycle and keep them engaged with your brand until such time that they are ready to hit that ‘buy now’ button.

If you’d like to know more about what remarketing can do for your online sales, please don’t hesitate to give us a call on 01473 561002 or drop us a line using our simple online enquiry form.

Posted in PPC News


What is Display Advertising?

Visually appealing Display Advertising campaigns can really give your digital marketing a shot in the arm.

As the name suggests, Display Advertising is a graphical form of advertising that can be placed on websites, mobile applications, email inboxes and much more through systems such as the Google Display Network which works with you to place your high-impact image and video adverts on a plethora of active news sites, blogs and other relevant niche sites online.

The ads can feature text, logos, pictures and any type of clickable call-to-action, which is obviously perfect for brand awareness and catching the eye of those not familiar with your business.

According to the Internet Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) advertising spend figures for 2015, the Display Advertising sector was worth a whopping £3bn in 2015. That’s 24.5% up on the previous year, so it’s not hard to see that this form of online advertising is now big business.

Sounds great, but how do you know who to target?

Some digital marketers will have small business owners believe that Display Advertising is inappropriate for their marketing campaigns. But we beg to differ: with data-driven targeting and the ability to retarget to users that may have already touched upon your website in the past, Display Advertising leads the way in helping even the most niche business reach its target market.

There are two types of display targeting we can do for you:

• Inventory targeting – this involves the placement of your digital ads on specific websites that contain the types of content your target demographic is interested in or sites where your target demographic regularly frequent.
• User targeting – this type of targeting enables advertisers like us to reach out to specific users i.e. those with common interests or those in strategic locations for your business (known as geo targeting).

A versatile and scalable form of online advertising

The flexibility that Display Advertising offers is virtually unparalleled for digital advertisers. With countless combinations of ad formats, sizes and styles to choose from, you’ve got the ability to test and refine your ad creative to get the optimal return on investment. A/B testing is dead easy, allowing you to run as many line items or creative sets as you like at once. You can even tailor your ads and messaging to particular users based on their age, gender and location. Or if you’d rather have your ads more visible in the evening than the daytime, that’s all possible too!

When we manage Display Advertising campaigns through the GDN, we’re able to track any type of customer action you’d like; whether it’s completing a purchase or abandoned baskets. But the outcome is that we can quickly tell you which ads bring the highest conversions and, ultimately, the best return on your PPC investment.

Keep your business at the forefront of their mind…

When combined with traditional search campaigns, Display Advertising can be the missing piece in the jigsaw to increased sales: ensuring your ads are on relevant sites and in front of more target customers, more of the time. So that when they do want to buy, you can be certain that you’ve done everything you can to encourage them to become your next customer.

At Biddable Solutions we provide intelligent solutions to Display Advertising campaigns for businesses of all shapes and sizes. If you’d like to discuss what we can do for you in greater detail, please don’t hesitate to give us a call on 01473 561 002 or drop us a line

Posted in PPC News


What is Google Shopping?

Google Shopping is a service which enables online consumers to find products and compare by price using Google’s search functionality. It used to be known as Google Product Search and it’s a great opportunity for smaller businesses with sufficient budgets to go up against the bigger name brands and compete in terms of price and customer service.
As a merchant you can upload a feed of your products into a Google Merchant centre account, which enables pictures and ad copy of your products to appear in search engine result pages as product listing ads, alongside paid text ads and organic results.

A great way to transform your customer’s ecommerce experience

With richer product listing ads i.e. compelling imagery and ad copy, you’ll be able to offer potential customers a more engaging reason to click through to your website, resulting in a possible conversion. Do bear in mind that Google charges you every time a searcher clicks through to your store from a product listing ad.
However, there’s no doubt that product listing ads can heavily influence increased click-through rates to your website – providing you get them right!

Setting up a Google Shopping campaign


All you need to get started with a Google Shopping campaign are two things:
A Google AdWords account
A Google Merchant Centre account
Within the latter you will be required to upload your store and product data to make it visible to Google Shopping. A data feed will then need to be uploaded into the Merchant Centre combining every single product you want to sell through your Shopping account. This can either be submitted in text or XML format and enables you to include product attributes such as size, colour, price and availability.
Once your website has been verified within the Merchant Centre you can then link this account to your active AdWords account.

Sounds similar to paid text ad campaigns, is that right?


In some ways, yes. Similar to a search text ad campaign, with a Google Shopping campaign you are in complete control over your cost-per-click (CPC) i.e. what you want to pay for a consumer to click-through to your store. It’s also possible to set daily budgets and even schedule their visibility for certain times of the day or night.
Here’s a working example:
You run a shoe shop and you’re looking to sell online for the first time in order to widen your customer net. You’ve managed to acquire a batch of pink sandals just in time for the summer – great job – the ladies will love them, but how do you ensure those ladies will even be aware of your new stock?
With product listing ads not only can you make shoppers aware with engaging ad copy, you can include attractive imagery too. It’s a great way of catching the interest of consumers without them even having to visit your website. And the chances are, if they then click through to your website they’re much more interested in making a transaction. In addition, by bidding on a mix of generic ‘sandals’ terms and colour-specific ‘pink sandals’ terms – it’s easier than ever to cast the net wider to consumers online.

So why should I invest in Google Shopping?


It really is possible to generate a sizeable ROI. The nature of product listing ads – with imagery and engaging descriptions and straplines – we find many businesses experience higher click-through rates (CTR) than a more traditional PPC campaign.
Not only are you driving more traffic to your website, it is high-quality traffic too.
Unlike when a user clicks a paid text ad, with Google Shopping a consumer can see a great deal about your product before they even reach your site. So you can be confident that Google Shopping ads will lead to more conversions.
In terms of your budget, Google Shopping is surprisingly cost-effective too. The overall CPC tends to be lower than even a typical text ad for a competitive term.
If your business is keen to trial a Google Shopping campaign, at Biddable Solutions we can do all the leg work for you. Our experienced online advertising team can work with you to maintain an up-to-date product feed that gets your products in front of your target market when you need it most.

For more information, please don’t hesitate to give us a call on 01473 561002 or drop us a line using our simple online enquiry form.

Posted in PPC News


What is Search Advertising?

Search Advertising is one of the most extensible forms of advertising available online. It’s undoubtedly the most measurable and targeted form of digital advertising for any business looking to build brand awareness or increase exposure to new products and services via search engine results pages.
The premise of Search Advertising is that every single advert you see on a search engine is involved in a running auction, where ad space is sold according to the bids received for a particular keyword, as well as the relative relevance of the ad to the keyword.
In its simplest form, the higher someone pays for an advert on Google for a particular keyword, the more prominent their advert is likely to be. However, this is also dependent on the quality of the landing page their advert is directing users to in terms of keyword relevancy and user experience.

Paid auctions… sounds interesting but how does it help my business?


Well – the real boon for any growing business is that a search advertising campaign can position their brand right in front of their target consumers when they are actively seeking your types of products or services and, equally, when they are oblivious to them!
Let’s take a working example:
You’re an insurance firm looking to sell cover online for the first time in order to widen your customer net. Professional indemnity insurance is a service that’s growing in demand due to the UK’s growing self-employed community, but how do you ensure freelancers and contractors browsing the web are made aware of the insurance you can provide?
That’s where Search Advertising can work so effectively. With clever ad placement – bidding on more generic ‘insurance’ terms as well as service-specific ‘professional indemnity’ terms – it’s possible to pique the interest of a wider range of potential customers.

Our business is really struggling with its SEO – is Search Advertising for us?


There are many reasons why your organic search marketing strategies aren’t quite performing for your business. For brands in highly competitive organic search listings, trying to rank at the top of the search engine result pages can be an impossible task when you’re up against well-established names and organisations.
Search Advertising, while not free, can enable your business to at least get some kind of visibility for the most competitive keywords, whilst giving you the power to really dominate more niche search terms.

How do you manage Search Advertising campaigns?


The last thing you want is to spend what Search Advertising budget you do have inefficiently. That’s why we take the time to build out any Search Advertising campaign, testing the effectiveness of keywords and ad copy before scaling up the ad spend.
We’ll also perform comprehensive market research in Google Analytics and comparing competitors to help identify other market opportunities and trends. We often spot seasonal trends for customers that can help form part of a more time-specific Search Advertising campaign, over Christmas for example.
It’s equally important to filter out negative keywords that you don’t want your ads to appear for in the search engine result pages. By conducting search queries we can spot any erroneous keywords that aren’t relevant to your business. For instance, a company selling new triple glazed windows could potentially include words like ‘software’ and ‘desktop programs’ as negative keywords to ensure their ads aren’t connected to Microsoft’s Windows brand.
If you like the idea of having your brand’s own online billboard – targeted to those either looking for your products or living within your service areas – at Biddable Solutions, we can work with you to define a cost-effective Search Advertising strategy that creates a new sales channel for your business and grows your brand awareness online.

For more information, please don’t hesitate to give us a call on 01473 561002 or drop us a line using our simple online enquiry form.

Posted in PPC News