1. Performance Media Platform

2. Performance Media Platform
17 Years Experience in Digital Marketing
MARC POIRIER
EVP & Co-Founder, Acquisio
About Me

3. Performance Media Platform
The SCIENCE of
ACQUISIO

4. Performance Media Platform
Acquisio Mobile GDN Optimization Tool
The first technology devoted to optimize your Mobile GDN campaigns.
Gain full control of CPA target, conversion volume and ad spend.

5. Performance Media Platform
Resolves Misfit Ad Placements

6. Performance Media Platform
Scope of Optimization

7. Performance Media Platform
Mobile GDN Optimization:
Not for Humans
To effectively gain conversions at the right price, an
enormous number of decisions are made by Acquisio’s
algorithms.
The daily job of properly managing an mobile GDN account
(i.e. choosing apps categories combinations, making
budgeting adjustments, targeting apps for ad placement,
and fine tuning bid prices) requires an average of over
100,000 decisions.
For this, a human would be need to make 1.2 decisions
every second – with perfect accuracy.

8. Performance Media Platform * Source: Google Trends
Google Display Network ad engineGoogle 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 #
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
$3.25
$3.00
$2.50
$2.75
$2.25
$2.00
$1.75
$1.50
$1.25
* Source: Google Trends
Why Update Frequency Matters
Google Search*
(sweepstakes)
Acquisio Conv
(sweepstakes)
Acquisio CPA
(sweepstakes)

9. Performance Media Platform
Case Study:

10. Performance Media Platform
Case Study:
Budget and KPIs Objectives
• Gain more registration to their newsletter
• $12,000 spent since deploying Acquisio for Mobile GDN app ads
Initial Strategy
• Started with the assumption that high volume apps were important.
• Ads deployed on apps with a lot of traffic (mostly games) but it did not work. High volume but low
conversions due to mismatched demographic.
• Avg. CPC was low (2 to 3 cents), the max CPC was set at 20 cents.
• Decreased the Max CPC to 5 cents but there was no change.
Revised Strategy
• Shifted to targeted apps related to pregnancy such as pregnancy trackers and coupon hunters.
• Max CPC was raised to gain volume and avg CPC was higher (15 cents).
• Tested image ads against text ads (multiple versions of each).
• After some testing 320x50 image/flash and text ads were optimal for producing conversions.
• Image ads were more successful than text ads.
• $200 per day
• $3 CPA target

11. Performance Media Platform
Case Study:
Results
• After 2 weeks conversions went from 1-2 per day to 6-10 per day.
• Increased steadily to 20-35 per day.
A. FIRST STRATEGY:
Average data at the start (high volume apps)
• 3 to 5 conversions a day
• CPA 40$ range
B. SECOND STRATEGY:
After the switch (targeted apps)
• 20 conversions a day
• 10$ CPA

12. Performance Media Platform
Case Study:
C. Then (testing ad size and image ads vs text)
• Peaked at 90 conversions
• 5$ CPA
D. Finally (focus on image ads)
• 30-40 conversions
• 2$ CPA

13. Performance Media Platform
Objectives:
Gain more subscription to their magazines
Budget
• Already Generating 1,200-1,500 conversions per day.
• CPA of $1.20-$1.30
Initial Strategy
• When Mobile GDN became available we were confident we could help based on our
success with Everyday Family.
• They started on Mobile GDN about 2 months after we started our work with Everyday
Family.
• Applied our learnings to speed up the learning curve and employ techniques that had
already worked well.
• Started directly by targeting the most relevant app categories and subcategories.
• Not chasing high volume, chasing high quality instead.
Case Study: Magazine Publication (US)

14. Performance Media Platform
A. Initial Results
• Within 7 days we had
15-20 conversions per
day
• CPA $1.70-$2.00
B. After 30 days
• 40-50 conversions per
day
• CPA $1.50-$1.60
C. After 4 months
• 100 conversions per day
• CPA $1.20-$1.25
*Growth is slow but on
target, as we discover
new apps that fit the
profile.
Case Study: Magazine Publication (US)

15. Performance Media Platform
THANK YOU
QUESTIONS?
Contact Us!
Marc Poirier
@marcpoirier
/marc.poirier
in/marcpoirier