Optimize PPC Performance by Managing Budgets and Bids with

Acquisio BBM

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• The webinar is recorded and will be made available by email

• The slides will also be available by email

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

How many Google AdWords accounts does your company manage?

a)1 account onlyb)2-10 accountsc)11-50 accountsd)51-300 accountse)300+ accounts

Live Poll Question #1

Presenter

Marc Poirier

– EVP & Co-Founder of Acquisio.

– 17 Years Experience in Digital Marketing.

– Master Fisherman.

Acquisio OverviewAcquisio Overview

• Performance Media Platform• Manage Google AdWords and other PPC suppliers

from one interface• Track ad impressions, clicks, conversions and

revenue on search, social and display channels, for computers and mobile devices

• Bid and budget optimization – Meet budgets and deliver more clicks at lower CPC

• Automate tedious tasks with business rules

Acquisio intro

New Bid & Budget New Bid & Budget Management AlgorithmsManagement Algorithms

• Acquisio acquired ScienceOps in August 2012• Built multiple algorithms as an independent contractor for

NASA, the US Department of Defense, and Blue Origin – Jeff Bezos’ space exploration company.

• Became deeply specialized in online advertising, building algorithms for ad exchanges, yield optimization platforms, and built a proprietary suite of algorithms to optimize AdWords campaigns

Rocket Science? Yes!

What is BBM?

BBM Delivers Optimal Results for AdWords. Our Algorithms Run Every 30 Minutes, Intelligently

Sharing Budgets Across Campaigns while Adjusting Bids Automatically.

• Suppress CPC (also CPA, Avg. Pos. or ROAS)• Maximize Click Volume (also conversions or revenue)• Spend Maximum Budget Effectively

• Available to all Acquisio clients• Uses AdWords Conversion Tracking tags• No need to change account structure

Why does this matter?Why does this matter?

Google Display Network ad engine

Tsunami Effect

Google Display Network conversion engine

AdMetrica captures surges of conversions (and plummeting CPA’s) accompanying sudden spikes in Google’s general search traffic volume.

AdMetrica GDN CPA

Google Search Vol.

AdMetrica GDN Conv #

Aug 1

201

1

Aug 1

5 20

11

Aug 6

201

1

Aug 1

8 20

11

Sep 4

201

1

1,000

0

2,000

3,000

4,000

5,000

8,000

7,000

6,000

Sep 5

201

1

Aug 2

201

1

Aug 3

201

1Aug

5 2

011

Aug 4

201

1Aug

7 2

011

Aug 8

201

1

Aug 9

201

1

Aug 1

0 20

11

Aug 1

1 20

11

Aug 1

2 20

11

Aug 1

3 20

11

Aug 1

4 20

11Aug

16

2011

Aug 1

7 20

11

Aug 2

2 20

11

Aug 1

9 20

11

Aug 2

0 20

11

Aug 2

1 20

11Aug

23

2011

Aug 2

4 20

11

Aug 2

5 20

11

Aug 2

6 20

11

Aug 2

7 20

11

Aug 2

8 20

11

Aug 2

9 20

11

Aug 3

0 20

11

Aug 3

1 20

11

Sep 1

201

1

Sep 2

201

1

Sep 3

201

1

Google Search*(sweepstakes)

Conversions (sweepstakes)

$3.25

$3.00

$2.50

$2.75

$2.25

$2.00

$1.75

$1.50

$1.25

CPA(sweepstakes)

* Source: Google Trends

Google Search Activity

Increase SpendIncrease SpendControl Spend and BudgetsControl Spend and Budgets

Maximize ClicksMaximize ClicksSlash CPCSlash CPC

How Much Does This Improve Performance?How Much Does This Improve Performance?

Women’s Athletic Apparel

Background – Clicks and PriceOur client is working with a tight marketing budget in the competitive retail advertising space. Getting share of voice while not over-paying clicks is a major challenge.

Performance Media Platform

BBM Start Date: March 23, 2013 Report End Date: May 27, 2013 CPC Reduced 3x Clicks Increased 4xBudget Target Error: -2.5%

Success Story 1

Auto Parts Dealer

Background – ScaleIn a sector where multiple campaigns are common due to a high number of SKUs, managing budgets at scale is very difficult.

Performance Media Platform

BBM Start Date: February 19, 2013 Report End Date: May 27, 2013CPC Reduced 3.3x Clicks Increased 2.9xBudget Target Error: 1.03%

Success Story 2

Home Builder

Background – Budget ConstraintsOur client significantly boasted very stable and seemingly good PPC results when compared to peers.

Performance Media Platform

BBM Start Date: May 7, 2013 Report End Date: May 27, 2013CPC Reduced 2x Clicks Increased 3.5xBudget Target Error: - 0.87%

Success Story 3

How Accurate is Budget Management?How Accurate is Budget Management?

Case Study 1Case Study 1

Marketing Services for Car DealershipsMarketing Services for Car Dealerships

• Vertical agency with more than 1,000 accounts• Most accounts monthly spend between $2,500 and $10,000• Billing Model is a Percentage of Ad Spend• Problems:

• Every month leaving between 15% and 20% of money on the table• Need to control spend for even distribution and accurate spending• Need to generate better results for clients

Solution: Deploy Acquisio BBM Algorithms• Rollout May 2013 to more than 50 accounts• To perform a valid Before and after BBM comparison

• Find accounts which have not been altered between April and May• Same target budgets every day for both months• Found 23 accounts that match the criteria• Results are as follows

Case Study 1: Controlled Environment

Before BBM

•$221,000 USD Budget•$187,212 Spent•$33,788 Unspent•15.3% Gap•84.7% Attainment

SPEND84.7%

After BBM

$221,000 USD Budget$187,212 Spent$33,788 Unspent15.3% Gap84.7% Attainment

$221,000 USD Budget$217,179 Spent$3,821 Unspent1.7% Gap98.3% Attainment

SPEND98.3%

• On average, accounts spent 16% more money• More than double the clicks, at less than half the avg CPC• Caused increase in conversions and decrease in CPA• Accuracy of budget spent went from 84.71% attainment to

98.27% budget attainment in June - after just one month• Overall these accounts are spending $33,787 more per month

than they did before.• Client is now selling to their clients leading with this solution• Ecstatic client is promoting their use of BBM in a case study,

press release and a blog post!

Summary

Case Study 2Case Study 2

PPC Agency with 400 Local SMB ClientsPPC Agency with 400 Local SMB Clients

• US local agency managing over 400 SMB accounts• Clients spend between $400 and $7,000 per month• Budgets are manually reallocated between AdWords and other channels every

day for every account• Billing Model is a Percentage of Ad Spend (avg. 35%)• Problems:

• Every Month Leaving 10%-15% of Money on the Table, sometimes more• Constant budget adjustments forces early campaign pausing every month• Need to Control Spend for Even Distribution and Accurate Spending• Need to Generate Better Results for Clients

Solution: Deploy Acquisio BBM Algorithms• Rollout End of December with 5 Accounts• Added 5 More for Feb (total 10)• Added 40 More for March (total 50)• 42 accounts were still there in March

Case Study 2

Before BBM

$155,729 Budget$133,022.64 Spent$22,706.36 Unspent14.6% Gap85.4% Attainment

SPEND85.4%

After BBM

$155,729 Budget$133,022.64 Spent$22,706.36 Unspent14.6% Gap85.4% Attainment

$130,870.00 Budget$130,673.27 Spent$196.73 Unspent0.2% Gap99.8% Attainment

SPEND99.8%

• On average, accounts spent 14% more money• More than double the clicks, at less than half the avg CPC• Accuracy of budget spent went from 85.42% attainment

without BBM to 99.85% budget attainment, all of the money is spent for every client, every month.

• Average delta is 0.01% and Standard deviation is below 1%, there is very little variation between clients on budget targeting accuracy.

Summary

Our team is always releasing new code to improve current results or to support new functionality

Latest release: BBM for Enhanced Campaigns• Assign and accurately manage virtual mobile campaign budgets• Increase spend control by setting mobile bid adjusters automatically• In Beta with 4 customers• Still early, but initial results are VERY positive

Continuous R&D

• Summary• BBM

• Near real-time optimization cycle means better spend control• Decreases CPC / CPA, often by 50% or more.• Increases clicks and conversions, often by 100% or more• Greatly improves budget management accuracy• Helps agencies spend all of the clients’ budgets, all the while

improving results dramatically, leading to increased agency revenue and greater client satisfaction

• Works for individual accounts• Impressive results for agencies and Google Channel Partners

with dozens, hundreds or thousands of accounts to manage

Acquisio – BBM

Would you like to learn more about Acquisio BBM

a)Yes please, have someone reach out with more informationb) No thanks, I already use itc)No thanks, I am not interested

Live Poll Question #2

Thank You!Thank You!

Live Q&A Time!