With LinkedIn awash with doom-focused digital marketing content of late, we were excited to hear Google’s plans for the future – and in a nutshell, while there’s big change – there’s even bigger opportunities.

So, what are the new changes coming to Google?…

The main changes coming to Google are focused on the future of ads and shopping, allowing you to serve ads that don’t interrupt, but simply help your customers discover you. 

Agentic capabilities are coming to Google Ads & Google Analytics. Google’s roll-out of AI Mode is there to assist users with a variety of tasks all focused on maximising your ROI. Combining the intelligence of Google search and the power of Gemini, AI Mode dynamically generates a browsable mosaic of images and products to drive discovery. AI Mode also gives marketers the power of their very own Google AI so they can adapt and succeed with less effort.

Marketers will be able to capture even more opportunities in Search. Google AI has opened up new ways to explore the five trillion searches that Google receives every year. Alongside AI Mode, tools like Google Lens and AI Overviews are continuing to help people discover information and find the right products sooner. Google AI is delivering to billions of people: turning information into intelligence. 

Google now enables you to unlock the power of AI Creative, using Google’s leading video and image generation models, Veo and Imagen. These technologies will soon be available in Google Ads and Merchant Center, which will allow marketers to watch their creative instantly come to life. The new Asset Studio is a unified creative destination inside Google Ads, allowing marketers to generate infinite variations of creative in all sizes and formats to boost performance. 

Unlock your ad’s full potential with Google’s AI Power Pack. Google’s power pack focuses on three key areas of AI-powered search: the continued use of Performance Max and Demand Gen, as well as the roll-out of AI Max For Search Campaigns. AI Max is built specifically for the ever-evolving search landscape – to help marketers predict what is often unpredictable: how users search for you. Google has launched their biggest update to bidding in over a decade: Smart Bidding Exploration. It pursues less obvious and potentially high-performing searches, giving advertisers the chance to appear in more of the moments where people are researching and discovering information on Search.

All in all, the Search landscape is shifting dramatically – and unsurprisingly, AI is going to fuel the next stage of advertiser growth with Google. If you’d like to talk more about how – reach out.

If you would like to learn more about the services we offer then please email us: hello@updigital.co.uk. 

Get a free proposal here: Get a Proposal.

Call us: 0117 251 0276.

Or visit our website: www.updigital.co.uk.

Have you ever wanted to do something meaningful for the world in your day-to-day life – whether that be at work or in your own time – but haven’t known where to start?

Or, perhaps, you feel you don’t have enough time in your busy schedule to make a tangible difference? 

Well, it turns out, you can still do something to help, all from the comfort of your own desk!

Thanks to a global charity called B1G1, you can now make a positive impact on the world simply by doing the things you do at your job everyday.

Up Digital has partnered with B1G1 to support impactful causes as we work, bettering the world at the same time as maximising your company’s revenue. 

“But, wait…how does it work?”

Great question, but first, let us introduce ourselves. 

Up Digital: Who Are We?

We are Up Digital, a dynamic PPC (pay-per-click), conversion, and analytics agency. 

Basically, we are here to take your company’s paid marketing campaigns to new heights, by doing the behind-the-scenes work on Google Ads, Bing Ads, Meta, and more, to get you in front of your future customers. 

Our agency is committed to making a difference to both the local and global communities. We love both championing local businesses and working with international clients to bring their goals to life, and we are always looking for ways to support the causes that matter most to us.

We have been working with B1G1 since January 2023 to contribute towards vital global causes affecting the most vulnerable communities, simply by donating money through B1G1’s systems every time we complete a set task. 

Essentially, every time we successfully advertise your company, money is automatically donated to a cause such as providing clean water to families, or supporting educational programs in impoverished areas, at absolutely no cost to you. Pretty amazing, right?

Still sound too good to be true? 

Let’s find out about the organisation behind all of this, and their noble efforts to make the world a better place…

What is B1G1?

“What if we could make ​something great happen in ​our world just by doing what ​we do every day?” – Masami Sato (B1G1 Founder & CEO)

When Masami Sato left Japan to backpack across the world nearly 30 years ago, she was quickly met with a harsh realisation: many places in the world are filled with poverty, suffering, and inequality.

Throughout her travels, she saw children working everyday without going to school, people with disabilities forced to fend for themselves, and people in abject poverty struggling to access clean water.

So, she decided to do something about it.

She set up a food company to help those in need, donating all of the profits from her business to global causes. However, before long, she found this method to be unsustainable.

Sato came up with a simple concept, which would later become the foundational model of the whole B1G1 operation:

Buy One, Give One.

For every meal that was sold, one was donated to charity. Before long, the organisation expanded, and B1G1 continued to use this model. 

As they branched out to other projects and working with other businesses, they created a unique system: each time a company completed their chosen core business activity, a donation would be triggered to be sent to their chosen impact goal.

Today, B1G1 has more than 400 carefully selected high-impact projects.

Thousands of businesses have joined them to become businesses for good, and Up Digital is one of them! Together, we have already created thousands of impacts in the world by working with B1G1, and we are excited to make even more. 

At Up Digital, we share B1G1’s ethos that it is everyone’s responsibility to do what they can to make the world a better place for everyone.

B1G1 has become a global movement. Thousands of businesses ranging from tiny start-ups to multi-million dollar companies have come together to create a staggering…

362,377,048

Impacts in our world

(So far…)

Why Up Digital Partnered With B1G1

There were many reasons why we decided to work with B1G1, but the main one was simply that their work really aligns with our company values. 

We are passionate about doing small things every day to make big positive changes for our clients. Our team works on both the client-facing and backend roles, meaning that our relationship with our clients is at the heart of what we do. Every day, we work closely with businesses to meet their goals of improving brand visibility, creating leads, and increasing sales.

Seeing the satisfaction this work brings our clients helps us realise how important working with and for others is for a sense of community. 

We love that working with B1G1 enables us to help our clients while also helping the causes that matter most.

B1G1’s unique giving service means that 100% of our donations go directly to those in need. All of their initiatives follow the United Nations 17 Development Goals, contributing to the areas that need the most support.

Up Digital x B1G1: Real Impacts So Far

Since partnering with B1G1, Up Digital has provided:

When you submit a Proposal Request, we pledge to plant 20 trees across the world on your behalf. These will eventually become fully-grown at a success rate of up to 85%, and in some cases also provide income for the local community. 

In addition, for each prospective client that decides to work with Up Digital, we’ll support the construction of a water well in Ethiopia which provides clean water and eliminates water-borne diseases. 

Get Paid While Paying It Forward

If you would like to harness the full power of paid ads and elevate your business, while being a part of a movement that is bringing about global good, then Up Digital could be the digital agency for your business.

If you would like to learn more about the services we offer and our most recent global impacts achieved with B1G1, then please email us: hello@updigital.co.uk. 

Get a free proposal here: Get a Proposal.

Call us: 0117 251 0276.

Or visit our website: www.updigital.co.uk.

Building a Better Future With B1G1

At Up Digital, we are committed to maintaining our partnership with B1G1 and continuing to make a difference through small actions every single day. 

We are eager to see the positive impacts that our contributions to B1G1 continue to make on the world.

Now, as we’re venturing into the Christmas season, consumers are generally presumed to be buying at a much higher rate, too. This is encouraged by things such as Black Friday Sales throughout November, the World Cup, Christmas Sales and countless other purchase-initiatives

However, due to the Ukraine war, soaring energy prices, and a volatile economic situation spending habits are being strongly impacted.

As evidenced by the graph above, we can see that from July 2022, consumer spending can be seen to dwindle. This is highly influenced by the increased living costs throughout the economy, and the depletion of disposable income, as illustrated in the following graph.

Consumer’s seem to have altered their shopping behaviour. For example, quality of the product or service being purchased is viewed as significantly more important than the price. Based on Google Trends, search terms favour the best product over the cheapest. Therefore, consumers are more likely to be on the lookout for reliability, trustworthiness and high quality in general – rather than a cheap deal. The Cost of Living Crisis highlights the intent for value further.

It is always smart to engage and keep high value, high intent audiences, but in such unprecedented times it is ideal to find and retain such valuable audiences – both for the benefit of business and consumers. 

Google’s Machine Learning:

To capture high intent audiences, it would be beneficial to lean into Google’s Machine Learning technology. Google Ads’ machine learning algorithm considers multiple factors when it comes to your ads. It allows for your ads to be shown to the right people at the right time. 

For this, we would strongly recommend implementing Responsive Search Ads. By supplying 15 headlines and 4 descriptions, Google tests different combinations and learns which ad creative performs the best against search queries. This ensures your ads are valuable and relevant to your audience’s search queries. According to Internal Google Data, on average, advertisers who use this machine learning to test multiple creative see up to 15% more clicks. More clicks, more conversions. 

Under the same realm, introducing Local Campaigns to your account would be beneficial. Provide your business location and ad creative and Google will be able to automatically optimise the ads. 

Using Smart Shopping Campaigns will also automatically optimise shopping ads. It eliminates the need for manual managing and bidding, and allows you to select multiple types of goals. Machine learning factors in the likelihood that a click will result in one of the goals and adjust bids accordingly.

These are just some of the ways in which you can incorporate Google’s Machine Learning Model into your marketing strategy in order to excel your results. 

Customer Retention & Brand Loyalty:

Customer retention and brand loyalty are both great ways to maximise efficiencies. It can be more cost-effective for your business, as well as a lower-risk venture for your consumers. Audience Targeting is a useful way to retain customers, but also beneficial for finding relevant new audiences – which is always a positive endeavour. There are multiple types of segmenting and targeting available on Google Ads. 

Focusing on Search Ads, there are:

Affinity Audiences: Reach users based on what they’re passionate about and their habits and interests. 

Detailed Demographics: Long-term life facts. 

In-Market Audiences: Reach users based on their last purchase intent. 

Your Data: – 

-Website and App Visitors: Reach people who have visited your website/apps.

–Customer Match: Reach your existing costumes based on your CRM match.

–Similar Segments: Reach new users with similar interests to your website visitors or existing customers. 

You can set up these ways of targeting when you first create your campaign, adding them later through the audiences tab on the navigation tab in the left of the screen, or add them for individual assets. 

Additionally, to maintain a high standard of customer relevance it is imperative to have an extensive list of keywords and headlines in your Responsive Search Ads. To reiterate, implementing relevant keywords with an assigned 15 headlines and 4 descriptions will allow Google to test and run different variations of Search Ads. This allows for the most responsive ones to be shown, leading to higher quality traffic and conversions. For more information on how to effectively implement Search Ads, take a look at our blog giving an insight into improving their efficiency. 

There are many more ways to excel your PPC advertising and to healthily retain and engage audiences in a time when buying habits are adapting to the wider socio-economic landscape. But, as a brief overview, implementing targeting on your RSA’s, simply refreshing them, or diving into Google’s Machine Learning could boost your performance.