About Acquisio Buy• The leading platform to buy, track, manage, optimize and report on media across Report Track SEARCH all major Search, Social and SOCIAL Display networks. DISPLAY• In numbers Optimize Manage • +300 Clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • #46 Deloitte Fast 50
How it Works Agency Agency Proprietary Data - Bid Management White Label Platform - Reporting - DashboardsClient Client Client Client Client - Bulk Editing - Alerts - Attribution Othe r + Email + API
The BenefitsBe more efficient• Save time on grunt work (Automate Reporting & Campaign Optimization)• Focus on Strategic work• Manage agency growth (Scalability)Uncover new business opportunities• Add new channel to your offering (Search, Social, Display)• Upsell technology• Accelerate sales process & win more dealsServe clients better• Improve campaign performance• Show transparency• Solidify client loyaltyMitigate Risk• Ensure business continuity• Reduce employee turnover• Staff accountability
Results - Conversions• We generated loads for conversions
Results - CPA• But CPA went right through the roof – Many times
Results – Targeting Strategies• Different Strategies yielded very different results(CPA for 4 Targeting Strategies)
Results – Brand Awareness• We believe that display supports brand awareness well
Results - Creatives• Huge difference between creative designed solely to generate leads and creative designed to generate brand awareness. When we switched to put more emphasis on brand and exposed tens of millions of banners, brand queries shot up dramatically.
Results - Overall• Doubled Lead Volume• Maintain CPA at Approximately $200• Increased Brand Awareness• Able to Scale Volume massively• But Cost of Scaling is High
Tracking Challenges• Not like Search: Not sure what to make of View Through Conversion Metric, for example.• Not Sure what tracking system should prevail: Web Analytics, Ad Server, Acquisio, TTD or even Salesforce.com ???
Quality Challenges• Need to always keep an eye on the sites that drive the most impressions and weed out the crap. Every month we removed dozens, if not hundreds.• White lists are not enough
Display is Cyclical• End of quarters are rough.• Agencies have to spend their client budgets, so nothing works well anymore.
Volume Challenges• We had set aside $250,000• We spent a little over $35,000• The rest went to fixed price deals• Harder to perform well with B2B site
Attribution• How do you give credit for view-through conversions?• What duration should we consider it?• Worth the same as click through? Difficult Questions!