See how Acquisio uses Machine Learning to improve SEM performance for agencies and advertisers serving clients, large and small. Credit: presentation given at SMX West, San Jose. March 2017.

1. SEM Performance with
@BethThouin, VP Marketing at Acquisio
Machine Learning

2. We empower campaign managers to thrive in the changing digital economy.
We simplify online advertising and optimization with data. Our award-winning
machine learning algorithms perform millions of campaign adjustments per day
on 300,000 campaigns for hundreds of clients, enabling better advertising
tracking, optimization and reporting.
AdWords - Facebook - Bing

3. • What is Machine Learning?
• Applying Machine Learning to SEM
• Data points
• @acquisio
Agenda

4. Machine Learning and AI are
disrupting work being done by
humans

5. It's being called "The Fourth Industrial
Revolution"
First Revolution
Steam, water,
mechanical production
equipment
Second Revolution
Division of labour,
electricity, mass
production
Third Revolution
Electronics, IT,
automated production
Fourth Revolution
Cyber-physical systems

7. Machines are faster, "smarter" and
never tire

8. ML already delivers better marketing
outcomes for advertisers of all sizes

9. Better campaign performance, even
for low budget/volume spends
Automated workflows that
dramatically improve operating
efficiencies
Decreased OPEX, Higher customer
sat, LTV and lower churn rates

10. So HOW does ML work with SEM?

11. 1 Money Management
Bid & Budget Management across platforms
(Google/Bing/FB/Yahoo), campaigns, devices, geo, time of day, day
of week, GDN topics, and GDN placements, RLSA, and Interactions.
Learning from each individual advertiser and benchmarking per
vertical and even per geo.

12. 2 Suggestive ‘Don’t make me think’
Suggestions for account audits, keyword selection, ad copy, ad
testing, audience segmentation, campaign structure, missed
opportunities.
These will all ultimately have to be fully automated.

13. So how much does ML impact SEM?

14. ML saves campaign managers approx
65%* of management time. Freeing up
resources for more important work.
*With automation, CMs spend 20 minutes vs 60 minutes per campaign per week.

15. On average, ML increases
clicks by 33%.
N = 12,000 accounts running 3 months+ on Acquisio’s Machine Learning technology. March 2017.

16. On accounts set to optimize
for conversions, ML lifts
conversions by 100%.
N = 3,000 accounts running 3 months+ on Acquisio’s Machine Learning technology. March 2017.

17. Does size matter?

18. Smaller accounts see better
LTV improvements on ML,
but larger accounts are more
likely to see bigger budget
attainment improvements.
N = 36,000 accounts running 3 months+ on Acquisio. March 2017.

19. Adwords = 34.6% improvement
Bing Ads = 16% improvement
LTV / ARPU

20. 2.5X
more likely
to hit budget targets on
AdWords and 7X more
likely on Bing Ads.
*<500$ monthly ad spend
ML-based campaign automation vs rule-based campaign automation
4X
more likely
to hit budget targets on
AdWords and 15X more
likely on Bing Ads.
*>1500$ monthly ad spend

21. We were able to increase margins from 10 - 15% to 20 - 25%
using ML automation. We use machines and humans in
tandem to better service customers. Machines perform
complex tasks around bidding, budget management and
optimization. Account managers are able to focus on things
like generating ad copy, landing pages, keywords and
otherwise applying their industry knowledge to service
customers.
~ Chris Hanson, 3GEngagement
“

22. What does the future hold
for advertisers and
agencies?
Automation for every routine campaign management
task and more… such as keyword selection, audience
optimization, even writing ad copy and customer service.

23. • @BethThouin
• VP Marketing @Acquisio
• bthouin@acquisio.com
Thank you!