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!