Webinar discover acquisio campaign automation algorithms


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Looking for a way to improve your agency's efficiency while simultaneously improving your clients' SEM campaigns? Then the webinar “Discover Acquisio’s Campaign Automation Algorithms” is exactly what you’ve been waiting for.

Join Jeannie and Lee for this discovery webinar on Acquisio Algorithms.

In this webinar Jeannie will explain:

- The basics of Campaign Automation in Acquisio
- What Acquisio Algorithms are, and how to use them
- The different types of Algorithms and what they can do
- How to get started with Algorithms

In this webinar, Lee will cover:

- The pros and cons of rules-based and algorithmic automation, and when to use each
- Which of the 4 types of attribution modeling offers the greatest potential for advertisers
- Why you should pay special attention to Acquisio's "Score Revenue" metric
- How Vector Media Group has combined campaign automation and attribution modeling to successfully optimize campaigns for introducers, influencers, and closers

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  • Let me ask you, which one performs best? Man or Machine?To answer this question, I’ll begin with a modern day example of how man and machine work together. Does everyone watch Jeopardy? It’s a TV game show where the host gives the answer and the contestants “answer” with the question. In one episode, they matched Watson this super computer against the show’s top past champions. Watson performed amazingly well but of course, he could not have done any of it without the research team who built him and provided him with the algorithms to arrive at the answers.When it comes to Campaign management you know that it is never black and white. It should be a combination of Human’ efforts and Machine capabilities.Both human capital and automation should combine in a way to deliver an optimal overall campaign.
  • Now humans are best at many aspects of campaign management.For example:We understand customer behaviors and their buying cycle.We know how to structureCampaigns andAdGroups with clear Keywordstrategies.We know how to create ads that draw people in & the landing page to drive trafficEtc. All these aspects are crucial - Campaign Automation Algorithms will only be effective when a strong foundation of keywords, match types, ad creatives, and landing pages already exists.But there are also things that only Algorithms can achieve…With our algorithms, you can:Manage large volumes of bid changes in a short amount of timeCrawl thousands of data points and run complex mathematical calculations Optimize media in the multitude of simultaneous choices that existReact to competitive changes in a fast and automated way Maximize revenue, profit, and/or mixed metricsBasically, once you give us the directions, we’ll drive your campaigns where they need to go.
  • With our algorithms, you can automate bid changes as well as pause poor-performing keywords.By taking over the heavy lifting in the areas of bid management, budget optimization, and time-consuming campaign adjustments, automation simply frees you up to focus on other tactical and strategic initiatives. You can then increase your campaign performance and gain more productivity.By automating changes, you can act faster. If we go back to the Jeopardy reference, Watson performed so well because he was very quick, buzzing in before anyone else.And remember algorithms will not replace humans. You maintain full control. You can manage with transparency. Our algorithms is not a black box solution.
  • Algorithms take your campaigns in an optimization cycle.You first define your campaign goals and select the algorithm scope and metrics you want the algorithm to analyze.Our algorithms then take over. We analyze your data history, crunch the data and apply optimization logics. We then apply the changes to your publisher accounts. And finally we log the changes so if you want to see your change history, it’s available.Now it’s an optimization cycle so if you want to modify your campaign goals and perhaps choose a different scope or metric, you can. If you want the algorithm to continue to run with your previous settings, you can skip these 2 steps but it’s important for you to keep track of the changes and modify as needed.
  • Our algorithms are designed to make the job quick and painless. It’s Campaign Automation without the complexity! Acquisio’s Campaign Automation algorithms are impartial 3rd party solutions that work on multiple publishers and may be more effective than those available at any specific publisher.We give you control, but not so much that you don’t know what to do with it. We manage your bids, but our algorithms always work within constraints that you define. And to account for different strategies, you can choose how aggressively you want to change bids.
  • From the main Campaign Automation screen, you can choose to create a rule or use an algorithm.
  • We have grouped our algorithms into 3 categories: Conversion, Position and Housekeeping.
  • It’s a no-brainer. We all want to improve our CPA and ROAS. You can now simplify the process with our Conversion algorithms.The Conversion algorithms are “smart” in the sense that bid modifications are most likely to occur to keywords that will have the greatest effect on your goals. For example, if your keywords are already in good positions, increasing their bids will not do much to improve their CPA nor ROAS. However, if a keyword’s CPA is far above your target CPA, then that keyword’s bid would be lowered accordingly. So if a keyword is highly competitive, these algorithms will keep your cost in check.We do not recommend these algorithms on new campaigns simply because your keywords have not accumulated enough statistical history to run these algorithms.
  • If position is more important to you than conversions, or if your campaign has too few conversions to successfully run a conversion algorithm as I had just mentioned, try using our Position algorithms.Depending on the competitiveness of your keywords, you will likely apply our different Position algorithms on different campaigns and ad groups. For example, if competition is cutthroat, you may be content to appear on the first page, using our First Page Bid algorithm. You probably want to keep your brand keywords high in the results page so use the Brand: Top 1, Top 2, Top 3 algorithm to increase your bids until they reach your chosen position. Again, bid changes are only made to keywords that have a statistically significant amount of activity. As you can see here, there are some great ways that you can use these algorithms. The only not-recommended use is for ROI-focused or cost-focused campaigns because keeping your cost low is not our primary goal with these algos. But you can always specify limits that the algo will respect, to keep your bids under control.
  • To make sure you’re not carrying around any dead weight, use our House Keeping algorithms to cleanup your campaigns.These algorithms pause poor performing keywords by evaluating their Quality Scores and Click-Through Rates. Since it’s important for you to know if we pause a keyword, our algorithms will even send you an alert.These algorithms are ideal to monitor new test campaigns. You want to make sure that you’re weeding out the bad seeds so that campaign stays healthy.
  • Let me now show you how quick and easy it is to set up an algorithm. I like to use our CPA algorithm as an example because it best highlights all the different settings you can customize with algorithms.Be sure to select a client account to use.
  • You choose your conversion column.
  • As you can see here you are not limited to the standard Conv. column.If you’re using Acquisio Tracking and you have attribution data, you can select from columns such as Closer Count, Influencer Count and Introducer Count.If you’re using Google Analytics, you can select from your GA data and if you’re using Call Tracking, you can select from your call tracking columns.
  • When selecting the scope, it’s important to only include similar campaigns, campaigns that perform the same.Notice here that I have some branded campaign. Obviously my branded and non-branded campaigns have different objectives and they do not perform the same so it does not make sense to lump them all together.
  • Once you have selected your scope, all of the calculations we do from this point is based on how that scope performs.You drag the slider to specify how aggressively you want to change bids. Behind the scenes, you’re choosing how much data you want us to analyze to make an informed decision. A Cautious setting will always require a larger sample size than a Daring setting. In order to get this larger sample size, we subsequently increase the lookback period to look at a longer data history. With this built-in flexibility, you might choose more Daring for a new campaign and then once it stabilizes, you can switch to Cautious so the algorithm gently manages the campaign when necessary.
  • Notice that previously, when the slider at the extreme left, we did not have enough conversions but then as we drag the slider to the right, the lookback period now shows 52 days. 52 days may seem quite long to some of you but please note that the lookback period can be much shorter for campaigns with more conversions. The minimum being One day.
  • The execution frequency, or how often the algorithm runs, is directly related to sample size and the lookback period. We almost always recommend that you run an algorithm according to the lookback period. As soon as we have accumulated enough data, the algorithm runs immediately. In this way, only fresh data is analyzed each time the algorithm is executed.
  • Now that you have a grasp of how to set up an algorithm, you may be wondering if you can use algorithms in conjunction with your bid rules.Algorithms and user-defined rules can definitely work hand in hand. We actually encourage you to do so. You may want to use our Conversion algorithms to lower your CPA while at the same time set up a rule to maximize your clicks.The one thing you must keep in mind is priority. Rules and algos are given equal weight. Items at the top of the list have a higher priority than items at the bottom of the list. If 2 of your rules or algorithms ever come into conflict with each other, the rule or algo that is higher in this list will have precedence. Use the Priority up and down links to adjust the order.
  • You don’t like daily email? You will love the Alert Center
  • Webinar discover acquisio campaign automation algorithms

    1. 1. WEBINARDISCOVER ACQUISIO’S CAMPAIGNAUTOMATION ALGORITHMSJuly 19thBy Jeannie Wong (Acquisio) & Lee Goldberg (Vector Media)
    2. 2. Speakers Jeannie Wong Lee GoldbergProfessional Trainer Co-Founder and President Acquisio Vector Media Group
    3. 3. House Keeping• The webinar is recorded and will be made available• The slides will also be available• Q&A session at the end of the webinar• Use the Chat box to submit your questions at any time
    4. 4. Humans vs Machines
    5. 5. Man vs. Machine Man MachineUnderstand customer Manage large volumes of bidbehaviors and buying cycles changes in a short amount of timeKnow how to structure Crawl thousands of datacampaigns, ad groups, points and run complexkeywords, etc. mathematical calculationsKnow how to create ads that Optimize media in thedraw people in multitude of simultaneous choices that existCreate, test and modify React in a fast and automatedLanding Pages way to competitive changes
    6. 6. Campaign AutomationBoost Campaign PerformanceAutomation, Rules and Algorithms Flexible business rule engine (Boolean logic) to design proprietary management framework Algorithms: preconfigured rules based on advanced mathematical models Alerts, suggestions and best practices (bid changes, campaign actions, uncovered opportunities)
    7. 7. Campaign AutomationAutomate actions on your campaigns at the keyword level• Bid changes (Increase, Decrease, Set to specific Amounts)• Pause KeywordsAs a Result:• Increase campaign performance• Gain productivity• Act faster on bids• Manage with transparency
    8. 8. Optimization Cycle Set Campaign Goals Select Log of Algorithm Changes Scope and Metrics Apply Analyzechanges to DataPublishers History Crunch Data & Apply Optimization Logics
    9. 9. Algorithms
    11. 11. Use an Algorithm In addition to customized rules, mathematical algorithms can manage all or part of your campaigns
    12. 12. Algorithm Categories A broad selection of algorithms can be applied to accounts, campaigns, or ad groups
    13. 13. Algorithm Categories Ideal usages: • Maximize conversions • Improve mature campaigns • Stabilize fluctuating campaigns • Optimize highly competitive keywords Not recommended usages: • Maximize clicks • New campaigns • Brand campaigns
    14. 14. Algorithm Categories Ideal usages: • Target specific position • Maintain brand positioning • Maximize clicks • Establish new campaigns • Implement seasonal strategies • Increase keyword volume • Optimize competitor keywords Not recommended usages: • ROI-focused/cost-focused campaigns
    15. 15. Algorithm Categories Ideal usages: • Improve overall Quality Score / CTR • Monitor new test campaigns • Highly-competitive verticals (e.g. medical, insurance, etc.) Not recommended usages: • Display campaigns (algorithms run on keywords only, not ad group level) • Competitor campaigns • Brand/awareness campaigns
    16. 16. Example - CPA Algorithm Select client account to use
    17. 17. Example - CPA Algorithm Click “Activate Now!” to start building algorithm
    18. 18. Example - CPA Algorithm Click pull down menu to choose another conversion column
    19. 19. Example - CPA Algorithm
    20. 20. Example - CPA Algorithm Click “edit” to select scope
    21. 21. Example - CPA AlgorithmClick arrows to expand and collapse view
    22. 22. Example - CPA Algorithm Differentiate brand vs. non- branded campaigns
    23. 23. Example - CPA Algorithm Click “Save Association” to continue
    24. 24. Example - CPA Algorithm Adjust the slider depending on how aggressively you want to change bids
    25. 25. Example - CPA Algorithm Notice the impact on the Lookback Period – a more “cautious” setting will increase the number of days
    26. 26. Example - CPA Algorithm Choose your Execution Frequency – we always recommend to run it according to your Lookback Period
    27. 27. Example - CPA Algorithm Enter your Target CPA – use your Current Avg. CPA as a reference
    28. 28. Example - CPA Algorithm If you want to add in some limits, either enter values or check the boxes
    29. 29. Example - CPA Algorithm After finalizing your settings, click “Create Algorithm” to continue
    30. 30. Example - CPA Algorithm Run in Suggestion Mode so that you can review changes prior to posting
    31. 31. Setting Priority Algorithms can work hand-in-hand with rules to completely manage all aspects of a campaign
    33. 33. Alerts SettingsYou can set up your Alert Settings from Admin
    34. 34. Alerts Settings Choose “Show” under In application to have your alerts viewable from the Alerts module and check the Email box to have the alerts delivered to your email
    35. 35. Sample Email Alert Get Daily Email Summary of Notification based on algorithms and custom rules you create Monitor campaign performance using automated rules and alerts
    36. 36. Alert Center The Alert Center allows you to see all alerts generated by the platform, including messages from Campaign Automation
    38. 38. Rules vs. Algorithms Make sure you use algorithms appropriately! Rules AlgorithmsProvides ultimate in control and • Perfect for hitting pre-definedprecision goals that are easy to measure and quantify• Go as granular as you’d like to manage to a CPA, ROI/ROAS goal, • Limited transparency, but easy to avg. position goal measure the impact• Can be applied globally or to specific campaigns/ad groups • Can easily be applied globally or to specific campaigns/ad groups• Requires time and thought to set up properly • Quick to set up and execute
    39. 39. Overall Best Practices• Wait until you have enough data to have a real feel for what’s going on in your account and across your campaigns before setting up algorithms• Leverage different algorithms for search vs display, branding vs performance campaigns, etc.• Review rule performance in “suggestion” mode after implementing strategies to understand what is happening• Set an appropriate lookback period so that you can be sure that you are relying on statistically significant data to make changes• Don’t be afraid to tweak algorithms once you have a feel for their impact on performance• Algorithms alone will not yield true success.. Don’t forget about keyword strategy, messaging, landing pages, etc.
    40. 40. Best Practices for Using Algorithms• Be cautious at the beginning – Get a feel for how they look!• Leverage the fact that Acquisio allows algorithms to run in suggestion mode• Go for small gains in performance first – And then get more aggressive so that you don’t “shock” your campaigns• Set different algorithms for different objectives
    42. 42. Combine Algos and Attribution!Don’t forget about attribution!
    43. 43. Best Practices = Combine Automation & Attribution1. Leverage the metrics: Use score revenue, introducer count, influencer count, etc. in your automated rules to influence bids based on total attributed value1. Structure campaigns around the buying cycle, and set up rules and algorithms to optimize appropriately: Rather than maximizing closers for each campaign (as is typical), set rules and algorithms to maximize assists, assisted, introducers, influencers, and closers based on how each campaign fits into the buying cycle Example: Category Terms (Shoes, Men’s Shoes, etc) = Maximize assists; introducer revenue Product Terms (Nike Shoes, Nike Air Jordans) = Maximize influencer revenue Brand Name Terms (YourCompany.com) = Maximize closer revenue; assisted conversions
    44. 44. Best Practices = Combine Automation & Attribution3. Use Algorithms and Rules Appropriately: Use algorithms with attribution revenue metrics for high-level ROI/CPA goals; Use rules for precise and exact control when looking to optimize at each step4. Remember to use all conversion types: Don’t just focus on the final step in your conversion funnel. Set up attribution-based rules and algorithms to maximize macro conversions (sales, leads) as well as microconversions (email signups, whitepaper downloads, views of key page, etc)
    45. 45. Example
    46. 46. Thank You!Questions?Lee GoldbergVector Media Group@VectorLee
    48. 48. The Acquisio CommunityAccess to the Community in two ways: From a link within the platform Direct URL http://community.acquisio.comRequest for credential: fill out NEW USER REGISTRATION form
    49. 49. Knowledge Section