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.

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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.
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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


Why do I need my AdWords account managed?

Companies often ask the question “Why should I spend money each month to have my PPC channel, AdWords Campaign, managed”?

The answer is simple – If you want good results, and your paid search channel to grow you need it managed. But also not just managed but managed by an agency, a consultant or in house by an expert.

Getting an expert to set up and build your AdWords campaign is only the first step to achieving great results. Testing, data analysis and always refining campaigns help towards this. And an important thing to remember is PPC is an extremely dynamic advertising space. Competitors are always optimising their campaigns so what worked last week might not work the next week.

We have worked with a number of companies who only want an AdWords campaign built and not managed. This approach will often lead to no YOY revenue growth and in some cases a decline.

Below is an example of a client’s revenue from their AdWords account. All of 2014 the account was being managed in house with only occasional tweaks here and there. It was generating a good amount of revenue and had a sustainable ROI.

revenue-graph

From 2015 Biddable Solutions started managing the account. It was completely rebuilt and all of our expert PPC knowledge and technical and creative skills has been used to continually develop it.

The results are simple to see. Not managed = no growth. Managed = continued revenue growth.

Jan’15 – Jan’16 saw revenue increase by 180% whilst ROI increased by 125% and this month (Aug’16) is on track to hitting a very special milestone in revenue targets.

In summary a well-built AdWords campaign will help towards great results, but to actually get those excellent results your PPC campaigns need to be continually tested, optimised, developed – i.e. managed.

Posted in Company News, PPC News


What is PPC?

Pay Per Click (PPC) is now widely regarded by digital marketers as the quickest, most consistent way to drive relevant traffic to a website.

As a business owner it is wholly understandable that you would want to keep a tight rein on how every single penny of your marketing budget is spent and the type of return generated as a direct result.

If you’re a relative newcomer to the digital marketing world and you want to increase your business’ exposure online, PPC can give you almost immediate exposure from the word go.
Econsultancy best describes Paid Search advertising as:

“Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked or, less commonly, when your ad is displayed.”

For instance, when an internet user searches for ‘fancy dress costumes’, the first four links you see at the top of the search engine listing page will be paid-for adverts. Previously, it used to be the first three but since the start of the year Google opted to extend this to four for its own search engine.

The advert at the top of the ‘fancy dress costumes’ search engine results page will be the company or brand that has paid more than its competitors to appear at the top of the page. The other companies listed in the paid search results would have paid slightly less for the same search terms.

The real art of PPC is to decide the search terms most relevant to your company and to decide an average cost-per-click (CPC) that your budget allows.

Keyword research

The cornerstone of any successful PPC campaign, keyword research is necessary to ensure your paid ads are driving traffic to your website through valuable, long-tail, cost-efficient and highly relevant search terms.

Relevancy is one of the first things we look at when undertaking keyword research and building out new PPC campaigns. This is because the last thing you need is for your budget to be wasted on paying for traffic that has little or nothing to do with your business.

Our keyword research is always as thorough and exhaustive as possible. This is because niche long-tail keywords can often provide a much better return on investment as these terms have considerably less competition; making it easier and cheaper for you to appear prominently on Google and Bing. However, we don’t forget the most frequently used searched terms too as it’s also important to retain a level of exposure for generic keywords.

Negative keywords are almost as important as finding those valuable long-tail niche search terms. By developing a comprehensive list of negative keywords we stop your paid ads appearing for searches that are not relevant to your business and are subsequently unlikely to convert.

Introducing Google AdWords and Bing

There are two main platforms you can use for paid search marketing: Google AdWords and Bing.

Google AdWords
AdWords is Google’s very own paid advertising platform, offering traditional paid advertising as well as site-targeted banner, text and rich media ads. By using Google’s paid service it’s possible to display your adverts on one or both of its advertising networks: the Google Search Network (Google Search, Google Shopping and Google Maps) and the Google Display Network (any websites that partner with Google and offer display advertising on-site, as well as other Google-owned sites including Blogger, Gmail and YouTube).
Using Google AdWords you can set the minimum and maximum amounts you are willing to pay for each click through to your website from an ad.

Bing
The closest rival to Google AdWords, the Yahoo Bing Network has almost 500 million unique searchers on its network each year, 94 million of which don’t use Google. CPCs tend to be lower on Bing than AdWords with advertisers having to pay a greater premium to leverage AdWords’ greater traffic and click-through rates.
Nevertheless, the Yahoo Bing Network has less competition with Econsultancy estimating there is more than a third (36 per cent) fewer advertisers on Bing to bid against. This makes it an ideal testing ground for niche paid advertising campaigns where it is possible to gauge demand using a modest budget.

So why should I use PPC?

Put simply, if you have the budget to hand, PPC is the fastest way to get to the top of Google and Bing’s search engine results pages. It’s possible to set up a PPC campaign within an hour or two and, providing your advertising account is funded, your campaign can go live in the respective networks with the click of a button.

PPC is also the most manageable form of search engine marketing there is. It’s the easiest way to measure a genuine return on investment, tracking the performance of every ad, every keyword and ensuring every penny works as hard as it can for your business – an essential part of your overall marketing strategy in 2016.

Posted in PPC News


Ready to Rock

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Over the past year we have been working with some great clients and delivering excellent results. We passionately believe that strong client relationships are important in delivering the excellent results we have been seeing.

Having experience, technical and creative ability to build, manage and develop a paid search (PPC) channel is only one part of the equation. To deliver exceptional results an understanding of the clients business, processes and customers are needed as well.

Our methods of building and managing AdWords and Bing campaigns along with our approach to client relationships works.
Over the past year we have seen client revenues grow between 100-400% with ROI on average increasing over 100%.

The hard work and results that have been achieved has meant for the 2nd time in 6 months we have been a winner of the Google Legends of Rock competition and been recognised as a top performing agency.

The big box that arrived at the office this morning contained some Google swag.

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If you would like to see how we can transform your PPC channel please contact us today

Posted in Company News


Biddable Solutions hand-picked by Google for elite business coaching program

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It has been a very busy few months at Biddable Solutions. We’ve recently secured recognition as one of Google’s top 20 fastest-growing digital agencies out of its 30,000 UK partners; and the only Suffolk-based online advertising agency in this exclusive list.

Biddable Solutions’ managing director, James Giles, was recently invited to take part in Google’s flagship elite business coaching program; designed to empower high-growth, high-potential digital agencies across England, Scotland and Wales and give them the tools to continue to take the businesses forward at an accelerated pace.

The four-month, 60-hour coaching programme, hosted at Google’s £1 billion London headquarters, was expertly designed by Robert Craven – a highly successful business coach and an internationally-renowned Keynote business speaker, consultant and author.

So who is Robert Craven?

Listed in the UK Entrepreneurs Top 100 list and widely regarded as Britain’s leading business speaker, Robert is a champion of small business and is a firm believer that business success is distilled into three simple factors: inspiration, experience and knowledge.

“Meeting and working with Robert was a fantastic experience for me; it was great to have a world-class business consultant to bounce ideas off given that he’s worked with industry leading brands such as Virgin and Barclays,” said James.

Forward-thinking insight

The course itself covered a multitude of business fundamentals necessary for expanding a digital agency, using extensive research and case studies of some of the leading agencies from across the UK.

Some of the other topics covered included overarching business strategy, sales, marketing and human resources; sharing challenges and ideas among a select group of privileged digital agencies.

Robert’s own proven model of business growth was used during the four full-day workshops, as the foundation for the personal and group projects facilitated by Robert throughout the elite business coaching program.

Industry recognition

To be highlighted as a fast-growth digital agency by Google is a tremendous feather in the cap for our team; demonstrating the impressive Google AdWords results achieved to-date for our clients and our potential to deliver even more in the future.

“We have worked very hard to establish and expand our client base in the last 12 months and Google’s recognition and exclusive mentoring will really help us to define our business strategy going forward into 2016 and beyond,” added James.

Passionate about digital, passionate about you

If your business is striving for the best biddable solution for its online advertising, we can help. We deliver Search, Shopping, Display and Remarketing campaigns across a range of platforms from AdWords and Bing to Facebook and LinkedIn. Simply drop us a line or give us a call on 01473 561 002 and we’ll demonstrate how we can get your advertising campaigns delivering a better ROI.

Posted in Company News