Increased Conversions

Watchcom Security Group, one of Norway’s leading CyberSecurity firms, worked with BrightBid to reduce their CPC to a third and cost per conversion by 10 times on Google Ads. Here’s how…

About the project


What was the challenge?

Watchcom Security Group is a cybersecurity services and solution provider, using paid search to increase visibility. Being owned by Combitech, Watchcom has access to over 300 consultants working across Scandinavia, and focuses on a wide range of industries on all aspects of information security.

Watchcom has a small marketing team and efficiency is extremely important as each channel and task cannot take too much time or require too many resources. Google search is important to Watchcom and SEO and PPC are central to their marketing.

It is important for Watchcom to continuously improve how they handle and analyze Google activities and have better control over the Ads account and campaigns, which can be very time-consuming for a small team.

What was done, and what is the result?

BrightBid initially set up new campaigns with BrightBids AI engine and customized the Ads account structure to match Watchcom’s needs whilst training the AI to take over and perform thousands of optimizations in the account. Using the right bid adjustments targeted towards the right audiences, BrightBid were able to optimize bids towards the website visitors more likely to convert.

What made you choose BrightBid?

“Leaving everything to the robots was in no way scary thanks to the proactive team at BrightBid who provided detailed follow-ups and an “always available” attitude. The transition went smoothly, and the results were very quick to be positive.”

Review


“BrightBid delivered right away and understood that it is people who buy and use the solution. Helpful, available, and creative”

Tormod Fjellgård, Head of Marketing, Watchcom

The result


BrightBid’s AI made 17 times more bidding changes than they could achieve manually which drove vastly improved results

Watchcom wanted to increase visibility, reach and conversion and they did not have the bandwidth to do this internally. The AI was well trained by BrightBid to deliver on impressions, reach and conversion goals.

In 2021 only 678 bidding changes were made manually, in 2022 over 11,800 bidding changes were made by our AI, which vastly improved results.

  • Increased Clicks by over 6 times
  • CPC’s was reduced to a third
  • Impressions increased by 22 times
  • Conversions increased over 10 times

This gave Watchcom the confidence to double their paid search budgets.

News

Kate Cox

BBC World Business News featured a celebration of Google’s 25th anniversary

BBC World Business News featured a celebration of Google’s 25th anniversary, highlighting its journey from a Stanford student project to the global tech giant we know today. Here’s our CMO Kate Cox talking about the incredible impact Google has had on information access, its role as a verb in everyday language, and the democratization of…

Read Article

“Google turns 25: but can it still dominate the next decade?”

Google was 25 years old on 4/9/23. It turned marketing upside down when it launched in ways we couldn’t have predicted and were definitely too slow to realise at its launch. Many big businesses, worth millions or billions, owe their success to Google as its given them a forecastable and scalable way to grow as…

Read Article

“Google changed the world but search is on for the next big hit”

25 years since Google launched and overturned marketing as we knew it. Now around 30p in every £ spent on marketing goes to Google. Great piece from Tom Whipple The Times this weekend explaining the rise and rise of Google and BrightBid are quoted. ‘Kate Cox is chief marketing officer at a company, BrightBid, that…

Read Article

”From gloom to glory: What’s fuelling UK firms’ surging trading confidence?”

Our Founder Gustav Westman was quoted in Business Leader’s article on how UK businesses are continuing to weather the economic storms with increased investment in tech and resurgence confidence for the UK to deliver on the emerging promise of AI capabilities. “Business confidence is better than expected following intermittent stretches of uncertainty, and owing to…

Read Article

”AA/WARC Report reaction: Lights, camera, action”

New figures from the Advertising Association/WARC Expenditure report reveal that, despite the tough conditions, marketers are refusing to be buffeted by the economic headwinds, with plans to plough more spend – especially digital – behind this summer’s big sporting events and blockbuster movies. Gustav Westman comments on the continued growth in digital marketing in Decision…

Read Article

“Tech will allow marketers more time to do what they do best”: 9 experts on how AI can solve brands’ H2 marketing puzzle

“Q2 2023 AdSpend was a picture of cautious confidence with investment remaining robust. The latest IPA Bellwether report honed in on brands’ intention to use AI to drive efficiency – with the use of AI-powered technology identified as a core opportunity. Here’s our founder Gustav Westman ‘s hot take on the quarter in Performance Marketing…

Read Article