Pricing engine acquisio local sem webinar-final
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Transcript of Pricing engine acquisio local sem webinar-final
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HOSTED BY: -
Local SEM: The Machines
Have Taken Over
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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
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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
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How many accounts do you manage?
a) 0-100
b) 100-1,000
c) 1,000+
POLL QUESTION #1
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Pricing Engine works with Channel Partners to service the SMB market with SEM and Digital Ads
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Pricing Engine was built to target the VSB’s (Very Small
Businesses) – Your Main Street Customers
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They’re interested and want to spend more on digital, but want to buy from a trusted partner - you
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• Self Service is Complex, Time-Consuming
• Difficult to Measure Value/Success
• High-Budget Threshold for Managed Solutions
Why don’t SMB’s spend more on digital?
Display, Video and more!
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Most solutions ‘dumb down’ agency labor or tech,
or ‘bundle up’ everything and the kitchen sink
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Pricing Engine makes it easy to sell, deploy, and manage
SEM and digital ads for your SMB customers
1 2 3
Buy “Productized” Ad Package(SearchBoost, SocialBoost, etc.)
Pricing Engine Deploys and Drives Visits and Calls for your customer
Pricing Engine Reports Estimated Sales and Leads – and Suggests Growth Opportunities!
Buy from Trusted PartnersTurnkey Ad Campaigns
Clear Value and Reporting
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Pricing Engine is a ‘productized’ turnkey paid ad solution – so it’s easy for your sales team
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We can deploy most new orders in hours with our customizable templates
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We have more than a hundred templated best practices industry categories
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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!
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With geo-fencing and other best practices all based on simple business information passed in the order
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Across the major search and social ad channels
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Our technology platform is monitored by professionals with best practices and peer benchmarking built in
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“Plain English” Report Cards and performance snapshots show value for customers and sales teams
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We’ve automated everything but the common sense, and we’re working on that.
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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
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• Retail
– Product Feed
– Ad templates
– Rules
– Bid to maximize profit
• SMBs
– Taxonomies
– Templates
– Domain expertise
– Bid to spend budget and
maximize clicks / calls
Automated Everything
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$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:
Key Facts
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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
Our Local Search Offering
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Conversions for local players
431-985-1257
431-256-3486
431-157-9574
431-487-6117
431-278-5555
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PPC Reports with Call Details from Multiple Vendors
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Call Tracking Partners
And more to come!
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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
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Why does this matter?
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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 #
1,000
0
2,000
3,000
4,000
5,000
8,000
7,000
6,000
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
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Case study: Rooter Cleaners
With BBM Before BBM
With BBMBefore BBM
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Case study: Fence Installer
With BBM Before BBM
Before BBM With BBM
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Case study: Law Firm
With BBM Before BBM
With BBMBefore BBM
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Case Studies:
How Acquisio Optimization Helps
Google Channel Partners
Spend All of the Money,
Increase Clicks and
Decrease Avg. Cost per Click
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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
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Case Study:
Reseller with 400 Local SMB Clients
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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
Case Study 2
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Before Acquisio
$155,729 Budget
$133,022.64 Spent
$22,706.36 Unspent
14.6% Gap
85.4% Attainment
SPEND85.4%
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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
SPEND99.8%
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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%
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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%
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Summary
On average, accounts spent 14% more money
More than double the clicks, at less than half the avgCPC
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.
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Case Study 3
Yellow Page Company with
6,000 + Small Accounts
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Case Study 3
Large Channel Partner with thousands of very small spend accounts Approximate range between $100-$500 per monthBudget management is done by their proprietary technologySerious 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 monthNeed to Control Spend for Even Distribution and Accurate SpendingNeed to Generate Better Results for ClientsSolution: Deploy Acquisio AlgorithmsTest Rollout with 65 Accounts which were untouched otherwise
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Can’t Spend the Money – Solved!
27% INCREASE IN AVERAGE DAILY SPEND
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Can’t Spend the Money – Solved!
Accuracy of Budget Attainment
Went from 78% to 94%
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Can’t find any volume – Solved!
61% INCREASE
IN AVERAGE
CLICKS
PER DAY
PER ACCOUNT
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Bonus – AVG CPC Decreased too!
13% DECREASE IN AVG CPC
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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)
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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
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LIVE Q&A
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