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Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
Webinar optimize ppc performance by managing budgets and bids with acquisio bbm   us (2)
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Webinar optimize ppc performance by managing budgets and bids with acquisio bbm us (2)

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    • 1. Optimize PPC Performance by Managing Budgets and Bids with Acquisio BBM
    • 2. Webinar Housekeeping • 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
    • 3. How many Google AdWords accounts does your company manage? a)1 account only b)2-10 accounts c)11-50 accounts d)51-300 accounts e)300+ accounts Live Poll Question #1
    • 4. Presenter Marc Poirier – EVP & Co-Founder of Acquisio. – 17 Years Experience in Digital Marketing. – Master Fisherman.
    • 5. Acquisio OverviewAcquisio Overview
    • 6. • 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
    • 7. New Bid & BudgetNew Bid & Budget Management AlgorithmsManagement Algorithms
    • 8. • 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!
    • 9. 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
    • 10. Why does this matter?Why does this matter?
    • 11. 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 2011 Aug 15 2011 Aug 6 2011 Aug 18 2011 Sep 4 2011 1,000 0 2,000 3,000 4,000 5,000 8,000 7,000 6,000 Sep 5 2011 Aug 2 2011 Aug 3 2011Aug 5 2011 Aug 4 2011 Aug 7 2011 Aug 8 2011 Aug 9 2011 Aug 10 2011 Aug 11 2011 Aug 12 2011 Aug 13 2011 Aug 14 2011 Aug 16 2011 Aug 17 2011 Aug 22 2011 Aug 19 2011 Aug 20 2011 Aug 21 2011 Aug 23 2011 Aug 24 2011 Aug 25 2011 Aug 26 2011 Aug 27 2011 Aug 28 2011 Aug 29 2011 Aug 30 2011 Aug 31 2011 Sep 1 2011 Sep 2 2011 Sep 3 2011 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
    • 12. Increase SpendIncrease Spend Control Spend and BudgetsControl Spend and Budgets Maximize ClicksMaximize Clicks Slash CPCSlash CPC
    • 13. How Much Does This Improve Performance?How Much Does This Improve Performance?
    • 14. Women’s Athletic Apparel Background – Clicks and Price Our 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 4x Budget Target Error: -2.5% Success Story 1
    • 15. Auto Parts Dealer Background – Scale In 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, 2013 CPC Reduced 3.3x Clicks Increased 2.9x Budget Target Error: 1.03% Success Story 2
    • 16. Home Builder Background – Budget Constraints Our 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, 2013 CPC Reduced 2x Clicks Increased 3.5x Budget Target Error: - 0.87% Success Story 3
    • 17. How Accurate is Budget Management?How Accurate is Budget Management?
    • 18. Case Study 1Case Study 1 Marketing Services for Car DealershipsMarketing Services for Car Dealerships
    • 19. • 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
    • 20. Before BBM •$221,000 USD Budget •$187,212 Spent •$33,788 Unspent •15.3% Gap •84.7% Attainment SPEND 84.7%
    • 21. After BBM $221,000 USD Budget $187,212 Spent $33,788 Unspent 15.3% Gap 84.7% Attainment $221,000 USD Budget $217,179 Spent $3,821 Unspent 1.7% Gap 98.3% Attainment SPEND 98.3%
    • 22. • 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
    • 23. Case Study 2Case Study 2 PPC Agency with 400 Local SMB ClientsPPC Agency with 400 Local SMB Clients
    • 24. • 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
    • 25. Before BBM $155,729 Budget $133,022.64 Spent $22,706.36 Unspent 14.6% Gap 85.4% Attainment SPEND 85.4%
    • 26. After BBM $155,729 Budget $133,022.64 Spent $22,706.36 Unspent 14.6% Gap 85.4% Attainment $130,870.00 Budget $130,673.27 Spent $196.73 Unspent 0.2% Gap 99.8% Attainment SPEND 99.8%
    • 27. • 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
    • 28. 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
    • 29. • 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
    • 30. Would you like to learn more about Acquisio BBM a)Yes please, have someone reach out with more information b) No thanks, I already use it c)No thanks, I am not interested Live Poll Question #2
    • 31. Thank You!Thank You!
    • 32. Live Q&A Time!

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