1. THE END OF SEARCH MARKETING
(AS WE KNOW IT!)

2. Alex Who?
• Marketing Director Acquisio
• 15 years Internet Marketing
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier

3. ACQUISIO
The Performance Media Platform

4. About Acquisio
Buy
• The leading platform to buy,
track, manage, optimize and
report on media across all Report Track
SEARCH
major Search, Social and SOCIAL
Display networks. DISPLAY
• In numbers Optimize Manage
• +300 Clients
• +20 Countries
• +100 Employees
• +4000 Users
• +9500 Brands
• #46 Deloitte Fast 50

5. The Benefits
Be more efficient
• Save time on grunt work (Automate Reporting & Campaign Optimization)
• Focus on Strategic work
• Manage agency growth (Scalability)
Uncover new business opportunities
• Add new channel to your offering (Search, Social, Display)
• Upsell technology
• Accelerate sales process & win more deals
Serve clients better
• Improve campaign performance
• Show transparency
• Solidify client loyalty
Mitigate Risk
• Ensure business continuity
• Reduce employee turnover
• Staff accountability

6. How it Works
Agency Agency
Proprietary Data
- Bid Management
White Label Platform - Reporting
- Dashboards
Client Client Client Client Client - Bulk Editing
- Alerts
- Attribution
Othe
r
+
Email + API

7. A Few of our Clients

8. IN 2011, AMERICAN ADVERTISERS
SPENT $210B USD IN ADVERTISING

9. Internet Advertising Is Growing
9

10. Search Growth Is Slowing Down
10

11. Display Growth Is Accelerating
11

12. WHY IS THIS HAPPENING?

13. Search Is The Golden Child

14. Why We Love Search?
• Millions of advertisers on AdWords, Adcenter & YSM
• We get to buy our ads in an auction
• We know exactly what we’re buying
• We can adjust our bids to performance
• We can target in so many ways
• And we get that last click! ;-)

15. Display Was The Bastard Child

16. Why Display Was The Bastard Child?
• Publishers and ad networks love to sell display in bulk
• Good for them, but:
• No transparency for the advertiser
• No price discovery possible
• The winner in this transaction is always the publisher

17. But Display Has Changed!

18. Display Is Getting Real Hot!
• We can buy impressions one at a time
• We can bid in real-time using data
• CPMs are extremely low
• Complete transparency into what you buy
• Price discovery is here
• Publishers & advertisers play on even terms
• Attribution shows true value of display

19. ATTRIBUTION?

20. Search Always Gets All The Credit!
• Each channel has a
different manager,
Social
budget and results Email Mobile Impressions
Search Display
• Little understanding of
how channels work
with one another
Clicks
• In this environment,
Search performs
extremely well
• The missing insight is: Conversions
What drove that
consumer down the
funnel?

21. But Why Is This Happening?
Display, Social, Other
Impressions
Search
Clicks
Conversions
= single event

22. RETARGETING
Best Use Of Display For Search Marketers

23. Search & Display Improves Performance
• On average only 2.3% of
visitors convert on
websites*
• We can re-target ads to the
97.7% of visitors who didn’t
convert, even as they visit
other websites
• These highly relevant display
ads can revive missed
conversions
* Source: Fireclick Index

24. Performance Marketing: Are You Ready?
• NO LONGER POSSIBLE TO COMPETE ON SEARCH ALONE
• ALL CHANNELS MUST BE LEVERAGED FOR SUCCESS
• THE AMOUNT OF CROSS-CHANNEL DATA IS STAGGERING
• TECHNOLOGY IS BEGINNING TO MATURE
• LOTS OF DIFFERENT SKILLS ARE NEEDED
• RETARGETING GENERATES IMPRESSIVE RESULTS
• HUGE OPPORTUNITY FOR AGENCIES

25. Thanks!
Questions?
apelletier@acquisio.com
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier