Local SEM: The Machines
Have Taken Over
HOSTED BY: -
WEBINAR housekeeping
• The webinar is recorded and will be made
available by email
• The slides will also be available ...
SPEAKERS
Marc Poirier
• EVP & Co-Founder of Acquisio
• 18 Years Experience in Digital
Marketing
• Master Fisherman
J...
POLL QUESTION #1
How many accounts do you manage?
a) 0-100
b) 100-1,000
c) 1,000+
Pricing Engine works with Channel Partners to
service the SMB market with SEM and Digital Ads
Pricing Engine was built to target the VSB’s (Very Small
Businesses) – Your Main Street Customers
They’re interested and want to spend more on
digital, but want to buy from a trusted partner - you
Why don’t SMB’s spend more on digital?
• Self Service is
Complex, Time-
Consuming
• Difficult to Measure
Value/Succes...
Most solutions ‘dumb down’ agency labor or tech,
or ‘bundle up’ everything and the kitchen sink
Pricing Engine makes it easy to sell, deploy, and manage
SEM and digital ads for your SMB customers
Buy “Productized”
A...
Pricing Engine is a ‘productized’ turnkey paid ad
solution – so it’s easy for your sales team
We can deploy most new orders in hours with our
customizable templates
We have more than a hundred templated best
practices industry categories
Creative, targeting, and budgets all customized
and deployed from a single dashboard
Ad Creative, Keyword
and Targeting...
With geo-fencing and other best practices all based on
simple business information passed in the order
Across the major search and social ad channels
Our technology platform is monitored by professionals
with best practices and peer benchmarking built in
“Plain English” Report Cards and performance
snapshots show value for customers and sales teams
We’ve automated everything but the common
sense, and we’re working on that.
21
POLL QUESTION #2
Do you manage local search accounts internally or do
you outsource the work to a vendor like Marche...
Automated Everything
• Retail
– Product Feed
– Ad templates
– Rules
– Bid to maximize profit
• SMBs
– Taxonomies
–...
Key Facts
$2 Billion: Ad spend under management
1,2 Billion: Keywords
250,000: Campaigns
500+: Agency clients
90+: Lo...
Our Local Search Offering
Platform designed to manage thousands of small accounts with very few humans
• Bid and Budget ...
Conversions for local players
431-985-1257
431-256-3486
431-157-9574
431-487-6117
431-278-5555
PPC Reports with Call Details from Multiple
Vendors
Call Tracking Partners
And more to come!
What is Acquisio Optimization?
Acquisio Optimization Delivers Optimal Results for
PPC Advertisers of ALL sizes.
Our Alg...
Why does this matter?
$2.75
Google Display Network ad engine
Tsunami Effect
Google Display Network conversion engine
AdMetrica captures surg...
Case study: Rooter Cleaners
With BBM Before BBM
Before BBM With BBM
Case study: Fence Installer
With BBM Before BBM
Before BBM With BBM
Case study: Law Firm
With BBM Before BBM
Before BBM With BBM
Case Studies:
How Acquisio Optimization Helps
Google Channel Partners
Spend All of the Money,
Increase Clicks and
Dec...
Our history with Channel Partners
• Acquisio platform supports agencies of any size
• Yellow Pages Group in Canada inves...
Case Study:
Reseller with 400 Local SMB Clients
Case Study 2
US vertical agency managing over 400 SMB accounts
Clients spend between $400 and $7,000 per month
Budgets ...
Before Acquisio
$155,729 Budget
$133,022.64 Spent
$22,706.36 Unspent
14.6% Gap
85.4% Attainment
SPEND
85.4%
After Acquisio
$155,729 Budget
$133,022.64 Spent
$22,706.36 Unspent
14.6% Gap
85.4% Attainment
$130,870.00 Budget
$...
December (Before BBM)
ACCT Target Budget Spend
1 2,900.00 2,568.45
2 5,600.00 4,132.29
3 2,200.00 1,565.90
4 2,500.00...
December (Before BBM) March (After BBM)
ACCT Target Budget Spend Target Budget Spend % Delta
1 2,900.00 2,568.45 $6,493....
Summary
On average, accounts spent 14% more money
More than double the clicks, at less than half the avg
CPC
Accuracy ...
Case Study 3
Yellow Page Company with
6,000 + Small Accounts
Case Study 3
Large Channel Partner with thousands of very small spend accounts
Approximate range between $100-$500 per m...
Can’t Spend the Money – Solved!
27% INCREASE IN AVERAGE DAILY SPEND
Can’t Spend the Money – Solved!
Accuracy of Budget Attainment
Went from 78% to 94%
Can’t find any volume – Solved!
61% INCREASE
IN AVERAGE
CLICKS
PER DAY
PER ACCOUNT
Bonus – AVG CPC Decreased too!
13% DECREASE IN AVG CPC
Acquisio for Local Search Resellers
Summary
– Open platform can connect to in-house systems
– Integrated with many popu...
50
POLL QUESTION #3
As a follow-up to this webinar, would you like:
a) More information about the Acquisio platform?
b...
LIVE Q&A
Pricing engine acquisio local sem webinar-final
Pricing engine acquisio local sem webinar-final
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Pricing engine acquisio local sem webinar-final

As publishers and local search providers struggle to find ways to create improved margins, they have found an important ally in technology. New tech is helping automate much of the work humans have been performing like proposal management, CRM connectivity, publisher account provisioning and setup, keyword research, budget and bid management, ad creation, call tracking, client reporting and so much more. Join us for an overview of the state of automation today, some examples of companies who maximize their use of automation and the results they have obtained, as well as a discussion on the role of machines and humans in local search.
Published on: Mar 4, 2016
Published in: Technology      
Source: www.slideshare.net


Transcripts - Pricing engine acquisio local sem webinar-final

  • 1. Local SEM: The Machines Have Taken Over HOSTED BY: -
  • 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. SPEAKERS Marc Poirier • EVP & Co-Founder of Acquisio • 18 Years Experience in Digital Marketing • Master Fisherman Jeremy Kagan • CEO & Founder at Pricing Engine Inc. • Professor at Columbia University • Tours with Vans Warped Tour
  • 4. POLL QUESTION #1 How many accounts do you manage? a) 0-100 b) 100-1,000 c) 1,000+
  • 5. Pricing Engine works with Channel Partners to service the SMB market with SEM and Digital Ads
  • 6. Pricing Engine was built to target the VSB’s (Very Small Businesses) – Your Main Street Customers
  • 7. They’re interested and want to spend more on digital, but want to buy from a trusted partner - you
  • 8. Why don’t SMB’s spend more on digital? • Self Service is Complex, Time- Consuming • Difficult to Measure Value/Success • High-Budget Threshold for Managed Solutions Display, Video and more!
  • 9. Most solutions ‘dumb down’ agency labor or tech, or ‘bundle up’ everything and the kitchen sink
  • 10. Pricing Engine makes it easy to sell, deploy, and manage SEM and digital ads for your SMB customers Buy “Productized” Ad Package (SearchBoost, SocialBoost, etc.) Pricing Engine Deploys and Drives Visits and Calls for your customer 1 2 3 Pricing Engine Reports Estimated Sales and Leads – and Suggests Growth Opportunities! Buy from Trusted Partners Turnkey Ad Campaigns Clear Value and Reporting
  • 11. Pricing Engine is a ‘productized’ turnkey paid ad solution – so it’s easy for your sales team
  • 12. We can deploy most new orders in hours with our customizable templates
  • 13. We have more than a hundred templated best practices industry categories
  • 14. Creative, targeting, and budgets all customized and deployed from a single dashboard Ad Creative, Keyword and Targeting, and Bidding Templates with Built-in Best Practices Deploy Across Channels in Minutes!
  • 15. With geo-fencing and other best practices all based on simple business information passed in the order
  • 16. Across the major search and social ad channels
  • 17. Our technology platform is monitored by professionals with best practices and peer benchmarking built in
  • 18. “Plain English” Report Cards and performance snapshots show value for customers and sales teams
  • 19. We’ve automated everything but the common sense, and we’re working on that.
  • 20. 21 POLL QUESTION #2 Do you manage local search accounts internally or do you outsource the work to a vendor like Marchex or Yodle for example? a) They are managed Internally b) They are outsourced
  • 21. Automated Everything • Retail – Product Feed – Ad templates – Rules – Bid to maximize profit • SMBs – Taxonomies – Templates – Domain expertise – Bid to spend budget and maximize clicks / calls
  • 22. Key Facts $2 Billion: Ad spend under management 1,2 Billion: Keywords 250,000: Campaigns 500+: Agency clients 90+: Local Search Reseller Clients 33,000: Accounts under management 2,500 users: Customers in 25 countries 170: Employees Montreal, New York, Seattle, London, Tokyo Investors:
  • 23. Our Local Search Offering Platform designed to manage thousands of small accounts with very few humans • Bid and Budget Management for Resellers • Client Facing SMB Report Automation • Extranet • Bulk Sheets and API • Integration with existing systems (CRM, Billing, etc) • Deep integration with more than a dozen call tracking providers • Workbench • KPI Tracking • Campaign Automation • Optional – Full Service with Pricing Engine Account Provisioning, Deployment & Account Management Serving 90+ local search clients across multiple verticals: • Automotive • Real Estate • Legal • Local Directories • Franchises
  • 24. Conversions for local players 431-985-1257 431-256-3486 431-157-9574 431-487-6117 431-278-5555
  • 25. PPC Reports with Call Details from Multiple Vendors
  • 26. Call Tracking Partners And more to come!
  • 27. What is Acquisio Optimization? Acquisio Optimization Delivers Optimal Results for PPC Advertisers of ALL sizes. Our Algorithms Run Every 30 Minutes, Intelligently Sharing Budgets Across Campaigns while Adjusting Bids Automatically. – Suppress CPC – Maximize Click Volume – Increase Calls and Lower Cost per Call – Spend Maximum Budget Effectively – Perfect for local search resellers and agencies
  • 28. Why does this matter?
  • 29. $2.75 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 Conv # AdMetrica GDN CPA Google Search Vol. 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Google Search* (sweepstakes) Conversions (sweepstakes) $3.25 $3.00 $2.50 $2.25 $2.00 $1.75 $1.50 $1.25 CPA (sweepstakes) * Source: Google Trends Google Search Activity
  • 30. Case study: Rooter Cleaners With BBM Before BBM Before BBM With BBM
  • 31. Case study: Fence Installer With BBM Before BBM Before BBM With BBM
  • 32. Case study: Law Firm With BBM Before BBM Before BBM With BBM
  • 33. Case Studies: How Acquisio Optimization Helps Google Channel Partners Spend All of the Money, Increase Clicks and Decrease Avg. Cost per Click
  • 34. Our history with Channel Partners • Acquisio platform supports agencies of any size • Yellow Pages Group in Canada invested in 2009 • 90+ Google Channel Partners: IYPs, Media Companies, Vertical Marketing Services • Automotive is VERY strong • Legal, Real Estate, Dentists, etc • Directories like YP.com, YPG, Sensis • We help scale their operations and deliver much better results for their SMB clients • This results in increased client retention and increased budgets
  • 35. Case Study: Reseller with 400 Local SMB Clients
  • 36. Case Study 2 US vertical 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 Algorithms in a test sample Added 50 accounts in January 42 accounts were still there in March
  • 37. Before Acquisio $155,729 Budget $133,022.64 Spent $22,706.36 Unspent 14.6% Gap 85.4% Attainment SPEND 85.4%
  • 38. After Acquisio $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%
  • 39. December (Before BBM) ACCT Target Budget Spend 1 2,900.00 2,568.45 2 5,600.00 4,132.29 3 2,200.00 1,565.90 4 2,500.00 1,963.39 5 3,200.00 2,321.08 6 900.00 724.96 7 2,700.00 1,561.36 8 1,950.00 1,589.50 9 2,720.00 1,976.41 10 1,950.00 1,341.77 11 12,500.00 9,302.94 12 1,425.00 1,225.55 13 14,000.00 9,330.09 14 2,500.00 1,912.42 15 4,268.00 3,673.91 16 4,250.00 4,082.75 17 1,500.00 1,811.06 18 8,300.00 6,993.59 19 7,160.00 6,519.70 20 0.00 0.00 21 4,446.00 2,628.53 22 3,120.00 6,033.47 23 3,600.00 3,553.61 24 1,765.00 1,744.41 25 3,120.00 3,274.02 26 2,165.00 1,999.60 27 3,120.00 3,111.15 28 3,260.00 3,032.59 29 2,050.00 1,905.08 30 0.00 0.00 31 4,485.00 3,919.32 32 2,400.00 1,611.00 33 400.00 389.94 34 13,000.00 11,307.10 35 3,120.00 3,013.23 36 3,550.00 3,145.90 37 3,000.00 2,843.04 38 2,000.00 1,635.21 39 4,520.00 3,274.19 40 3,650.00 4,075.65 41 2,925.00 2,335.89 42 3,510.00 3,592.59 155,729.00 133,022.64 Delta -22,706.36 Attainment 85.42%
  • 40. December (Before BBM) March (After BBM) ACCT Target Budget Spend Target Budget Spend % Delta 1 2,900.00 2,568.45 $6,493.50 $6,448.65 0.69% 2 5,600.00 4,132.29 $5,600.00 $5,520.86 1.41% 3 2,200.00 1,565.90 $3,335.00 $3,344.19 -0.28% 4 2,500.00 1,963.39 $1,950.00 $1,941.01 0.46% 5 3,200.00 2,321.08 $2,720.00 $2,730.16 -0.37% 6 900.00 724.96 $730.00 $713.86 2.21% 7 2,700.00 1,561.36 $1,560.00 $1,540.64 1.24% 8 1,950.00 1,589.50 $1,950.00 $1,932.79 0.88% 9 2,720.00 1,976.41 $1,950.00 $1,943.64 0.33% 10 1,950.00 1,341.77 $1,700.00 $1,697.97 0.12% 11 12,500.00 9,302.94 $7,878.00 $7,817.34 0.77% 12 1,425.00 1,225.55 $1,170.00 $1,172.92 -0.25% 13 14,000.00 9,330.09 $3,705.00 $3,712.51 -0.20% 14 2,500.00 1,912.42 $877.50 $880.18 -0.31% 15 4,268.00 3,673.91 $3,705.00 $3,705.93 -0.03% 16 4,250.00 4,082.75 $3,997.50 $3,984.04 0.34% 17 1,500.00 1,811.06 $877.50 $878.83 -0.15% 18 8,300.00 6,993.59 $1,170.00 $1,170.34 -0.03% 19 7,160.00 6,519.70 $6,240.00 $6,241.68 -0.03% 20 0.00 0.00 $1,560.00 $1,543.56 1.05% 21 4,446.00 2,628.53 $4,446.00 $4,412.41 0.76% 22 3,120.00 6,033.47 $3,120.00 $3,115.63 0.14% 23 3,600.00 3,553.61 $3,600.00 $3,708.09 -3.00% 24 1,765.00 1,744.41 $1,560.00 $1,553.65 0.41% 25 3,120.00 3,274.02 $3,120.00 $3,095.86 0.77% 26 2,165.00 1,999.60 $2,160.00 $2,152.13 0.36% 27 3,120.00 3,111.15 $3,120.00 $3,136.37 -0.52% 28 3,260.00 3,032.59 $3,120.00 $3,134.46 -0.46% 29 2,050.00 1,905.08 $1,950.00 $1,948.67 0.07% 30 0.00 0.00 $1,170.00 $1,171.11 -0.09% 31 4,485.00 3,919.32 $4,485.00 $4,468.34 0.37% 32 2,400.00 1,611.00 $2,400.00 $2,396.07 0.16% 33 400.00 389.94 $400.00 $400.33 -0.08% 34 13,000.00 11,307.10 $11,200.00 $11,124.50 0.67% 35 3,120.00 3,013.23 $3,120.00 $3,186.08 -2.12% 36 3,550.00 3,145.90 $3,200.00 $3,175.09 0.78% 37 3,000.00 2,843.04 $2,925.00 $2,879.60 1.55% 38 2,000.00 1,635.21 $2,000.00 $1,991.67 0.42% 39 4,520.00 3,274.19 $4,520.00 $4,530.73 -0.24% 40 3,650.00 4,075.65 $3,650.00 $3,730.96 -2.22% 41 2,925.00 2,335.89 $2,925.00 $2,925.37 -0.01% 42 3,510.00 3,592.59 $3,510.00 $3,515.05 -0.14% 155,729.00 133,022.64 $130,870.00 $130,673.27 0.15% Delta -22,706.36 Delta -$196.73 Attainment 85.42% Attainment 99.85%
  • 41. Summary 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 Acquisio 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.
  • 42. Case Study 3 Yellow Page Company with 6,000 + Small Accounts
  • 43. Case Study 3 Large Channel Partner with thousands of very small spend accounts Approximate range between $100-$500 per month Budget management is done by their proprietary technology Serious challenges with their technology creates major issues Problems: – Spending 78% of client budgets – Difficulty in controlling budgets - accounts have 2.7 clicks per day on average – Inaccurate daily 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 Algorithms Test Rollout with 65 Accounts which were untouched otherwise
  • 44. Can’t Spend the Money – Solved! 27% INCREASE IN AVERAGE DAILY SPEND
  • 45. Can’t Spend the Money – Solved! Accuracy of Budget Attainment Went from 78% to 94%
  • 46. Can’t find any volume – Solved! 61% INCREASE IN AVERAGE CLICKS PER DAY PER ACCOUNT
  • 47. Bonus – AVG CPC Decreased too! 13% DECREASE IN AVG CPC
  • 48. Acquisio for Local Search Resellers Summary – Open platform can connect to in-house systems – Integrated with many popular CRM, call tracking, & analytics – Helps channel partners and agencies scale their business – BBM for Channel Partners: • Has increased spend every time, between 14% and 22% • Greatly improves budget management accuracy • Decreases CPC / CPA, between 13% and 55% • Increases clicks and conversions, between 46% and 110% • Designed specifically for channel partners and agencies • Also works for partners with low spend accounts ($5 per day)
  • 49. 50 POLL QUESTION #3 As a follow-up to this webinar, would you like: a) More information about the Acquisio platform? b) More information about Pricing Engine ? c) More information about our joint offer d) None of the above
  • 50. LIVE Q&A

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