Broadplace Now A Google CSS Partner

Broadplace has been confirmed as a Google Comparison Shopping Service (CSS) Partner with a shiny new badge. But what does that mean for you?

CSS Partner BroadplaceA Bit of Background

You’ll be aware of the power of Google Shopping, and you might know about some EU regulations that have deemed that Google has to change the way it serves ads on its Shopping platform. It is now required to open up ad servings from other comparison shopping suppliers (or CSS, for short). So the results you will see in the Google Shopping results will now include results from other CSS’s and not just from Google.


So What Happens Now, What Do I Get Out Of This?

Rather than having to use Google Shopping by default, now you can save money by getting potentially huge discounts on your media cost! In order to encourage more Comparison Shopping Suppliers, Google Shopping Europe is offering large discounts to companies that advertise through these new CSS’s. The discounts available through other CSS’s such as Broadplace can range anywhere between 20% to 44% on your Shopping Ads cost!


How Does The Discount Work?

There are two elements to the savings that can be made:

  1. The simpler aspect is that as a CSS we can get a direct rebate from your media spend and can pass that back to you and save from 20% up to 30%! So, if you spend £1,000 through Shopping Ads, then £200-300 will be credited back to your account.
  2. Further bid savings. The way your bids currently work directly with Google is that if you set up your CPC at say £1, Google actually keeps 20% of that bid aside as margin, so 20p from your £1 bid is kept aside. Your bid then actually enters the auction at 80p and not £1. You can look at this in two ways – firstly, your £1 bid through Broadplace as a CSS means your bid in the auction is actually £1 and not 80p, so your bid will be much more competitive than your rivals using Google. Alternatively, it could mean that there will be room to reduce your CPC by up to 20% to enter the auction at parity with other bids. This means others could be bidding £1, but your bid could be up to 20% cheaper.
  3. Note: The two aspects above work together, so the combination can mean huge overall savings!


What You’ll Now See

The results in the Google Shopping bar at the top of search results will now look a little something like this:

CSS Partner Broadplace New Shopping Results Image

You will notice a very subtle change in the ads whereby the last line at the bottom of the ad that always used to say “Google” now says “By …” namely another CSS such as ‘By Pricegetter’. The rest of the ad format stays exactly the same and product details still pull from your feed. Our experience tells us that only a very small percentage of people ever click on the last line, if at all, so you should not see any noticeable difference in ad performance. That said, we will obviously monitor metrics closely.


What’s The Catch and Are There Any Risks?

We have looked into this in detail and we appreciate that often when things seem too good to be true, they often are. However, in this instance the introduction of competition in Shopping is something that Google must introduce, and there is a cost in doing so, and that cost is essentially part of what you could save!

CSS Partner Broadplace Pricegetter

source/credit: © Andres Rodriguez / Dreamstime


The great thing with the introduction of other comparison shopping suppliers is that all customers have the option of using more than one supplier, so essentially you can start by keeping your current Shopping set up as it is and then also have your products listed with another CSS. We can then split test campaigns, test different bids to ascertain the best value and you will still benefit from the overall huge discounts!


So, What Can Broadplace Do For Me?

Well, we’re glad you asked! We have our own price comparison site called PriceGetter, already an established site in the price comparison market.

Better still, as an approved CSS we can now extend the potentially massive cost savings to our clients.

To take advantage of these savings, the minimum Shopping spend is only 500 per month.

But we want to make clear, these discounts are not available to customers directly from Google and only through an approved CSS like Broadplace.

These discounts may not be around forever and are in pace to encourage competition, so you need to move quickly to take advantage of them now as they may not be around forever.


Get in touch with us today to find out how much you could be saving!


Why You Should Become a Google Partner

Become a Google Partner

by Ajay Syal, Managing Director of Broadplace Advertising

Google Invites Broadplace To Advise New Google Partners

EMEA Partner Acceleration Summit 2016, Dublin HQ

Broadplace was invited by Google to speak at their Partner Acceleration Summit. The summit was exclusive to brand new contracted Google Partners. It was designed to accelerate the partnership and equip agencies with everything they need for a successful start now that they’ve become a Google Partner. The event was hosted at Google’s EMEA hub of innovation in Dublin HQ and offered inspiring keynotes and panel discussions, hands on workshops and networking opportunities.

Become a Google Partner
Broadplace’s Ajay Syal imparts some wisdom

Broadplace’s MD Ajay Syal was invited to be part of the panel and to speak of their experience as a successful, well established and growing Google Premier Partner. The theme of the discussion was ‘Sharing Best Practice Perspectives’ and the panel included;

  • Marina Doß: Head of Acceleration Program DACH
  • Katia Cassagnabere Heske : Head of Acceleration Program Southern Europe
  • Wolter van der Weide from Daarom Online, Founder/CEO of Daarom, a Dutch online marketing agency
  • And of course Ajay Syal: Managing Director of Broadplace Advertising


What Did We Talk About?

Naturally we gave an overview of Broadplace and our work, we spoke about the fact we’re a full service digital agency with over 11 years experience – 9 years as a Google Partner agency and 2 years as a Premier Partner.

Huge rich insights

The panel discussed the biggest benefits to an agency when you become a Google Partner. For us, the biggest learning was how to use the huge amount of knowledge the partnership has given us. Working as an agency on our own we became very insular and inward looking. Partnering with Google has allowed us to look outside our company and seek ideas and inspiration not just from Google but also from other partners. Having the ability to draw upon learnings and resources from Google have been truly invaluable to us. This 360 visibility also helps you understand your strengths as well as your weaknesses through benchmarking this knowledge. This learning and additional knowledge has really helped us shape our business and take it to the next level. Working closely with Google we have also learnt to think big and think 10x!

What would your advice be for new partners to get the most out of the partnership?

It’s like a marriage- you will get out what you put in

Ajay used the example of a marriage with Google and encouraged open communication with Google and really bringing them into your agency as a key stakeholder within your business. It is a symbiotic relationship where your success is also Google’s success. Work with your Partner Manager as an extension of your company and share everything with them including the successes and also the hard tough challenges you may face. A problem shared is always a problem halved.

What are the next steps to grow your business?

Building scale and efficiency through technology further- expanding our tools and platform to manage Acquire, retain and grow.

The Google Csat (customer satisfcation) survey last year showed that we have among the highest satisfaction score and lowest churn rate across EMEA. We aim to leverage more referrals/organic sales off the back of this. Our proprietary technology has helped fuel our growth by allowing account managers to be more strategic and spending more time building relationships with their customers. We have some great plans this coming year to take our technology to truly innovative heights using machine learning and AI to deliver groundbreaking results for our clients!
Become a Google Partner

Where do you see the biggest challenge in online marketing and how do you handle those?

Churn reduction is the biggest challenge for SMEs.

Acquisition will get harder, so you’ll need to retain and grow your existing base. We manage to reduce our churn rates by constantly demonstrating value and delivering true RoI to our clients. Regular communication is vital – between team members and clients and management alike.
We also help our clients grow by implementing innovative digital campaigns- not just PPC ads – we look to utilise all relevant digital channels for our clients, which can include:

  • PPC
  • SEO
  • Display
  • Remarketing
  • Video
  • Shopping
  • Mobile
  • Social, Content… and much more!

Here at Broadplace we’re strong advocates of bringing together offline and online and we will always take a more holistic approach to ensure all channels work together in harmony and compliment each other. We constantly see offline driving online action and now even more the other way round where online helps drive offline action and finally we can effectively measure this using effective tracking solutions.

Ajay Syal

To discover more about the benefits of becoming a Google Partner and the levels of service between Google Partner and Google Premier Partner (the status Broadplace holds), click here.

Become a Google Partner

Ajay Syal, MD Broadplace Reviews Client Retention At Google Conference

According to Google’s own annual customer satisfaction survey, Broadplace was placed in the Top 5 in the EMEA region for retention and satisfaction….

Broadplace was invited to the Google Premier SMB Partner Conference (EMEA) at their head office in Dublin 3rd-5th Feb 2016. The annual event is organised to bring together the Premier Partners from around Europe, Middle East and Asia regions to share best practices and learn about new developments from Google. Ajay Syal, Broadplace MD reviews his experiences as a panelist on “Applying Customer Retention Best Practices From Top Performing EMEA Premier SMB Partners To Your Business“:


Ajay Syal Broadplace MD
Ajay Syal, Broadplace MD and Thought Leader, discusses client retention.

“In addition to attending the 3 day event at Google Headquarters in Dublin, I was invited to talk on stage on the final day. The panelists were asked to share their best practices when it comes to retention and customer satisfaction. This was as a result of the annual customer satisfaction survey that Google sends out to the customers of participating Google Premier Partners.


Customer Feedback

Client Retention Ajay Syal Broadplace MD
The feedback from the survey showed that Broadplace was in the top 5 performing Google partners through all of EMEA  – an achievement we are very proud of, as retention and customer satisfaction is at the heart of our company ethos.
The name of the session was: “Applying Customer Retention Best Practices From Top Performing EMEA Premier SMB Partners To Your Business“. I was able to share my thoughts and best practices on this topic. One of the key things I spoke about was that retention is a direct measure of customer satisfaction for the business. It is vital. I went on to talk about the some of the things that we do to ensure we always excel in this area. Broadplace reviews client retention on a weekly basis, continuously looking for ways to improve.

“Client retention is a direct measure of customer satisfaction”



Client Retention Measures

Client Retention Ajay Syal Broadplace MD
Ajay Syal, Broadplace MD reviews client retention on Google panel.

Broadplace as a business has many measures for retention in place and we adopt a highly proactive approach to churn. In fact, we view potential scenarios of churn as opportunities instead of threats. We place a lot of importance on client retention andcustomer satisfaction. Broadplace has developed a culture where customer retention is paramount. It’s something we talk about as a team often, and are vastly proud of our client retention rates.


Tools and Technology for Client Retention

Ajay Syal, MD, Broadplace at Google Conference
Ajay Syal, Broadplace MD joins the panel on Client Retention at Google Premier Partner Conference

Among the most critical elements of ensuring we deliver exceptional Campaign Performance is the use of our own tools and technology. We have developed a campaign management tool (CampaignHub) that is integrated directly with a Google feed. This gathers data (as it happens) on a customers online performance. This gives us the ability to optimise our customer’s campaigns in real-time, so we act before an issue actually becomes an issue.
There are numerous feedback mechanisms that are incorporated into our processes, with the aim of understanding how customers feel. I strongly believe that Campaign Performance and the numbers associated with this are critical to help justify ROI and prove value to our customers. And this is something that is very close to their hearts (and wallets)! Sometimes, however, the numbers alone do not paint the full picture which is why it is important to appreciate emotions to get the complete picture.

In Summary…

Client retentionI often use the analogy of the left and right sides of the brain; whilst the left logical side is crucial in understanding and analysing the campaign performance in terms of data and numbers, it is also important to understand the more emotive right hand side to fully understand customer satisfaction. This is most probably why Communication and Engagement is at the heart of the relationship between our company and our customers and why Broadplace reviews its client retention techniques.”
To find out how Broadplace could make you a happy customer, give our PPC experts a call today on 0800 533 5655 or

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