This webinar covered bid management solutions like the Acquisio Bid and Budget Management (BBM) platform. BBM uses algorithms to optimize bidding and spending across campaigns in near real-time, aiming to reduce costs like CPC and CPA while increasing clicks and conversions. Case studies showed BBM decreasing CPC by 12.8% on average while increasing clicks by 30% and conversions by 450% for a for-profit school client. The webinar concluded with a poll asking attendees if they were interested in a free solutions blueprint, Acquisio platform demo, or more BBM information.
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WEBINAR housekeeping
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The webinar is recorded and will be made
available by email
The slides will also be available by email
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Q&A session at the end of the webinar
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Use the Chat box to submit your questions at any
time
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POLL QUESTION text
How long have you been in PPC?
A.
B.
C.
D.
Less than 1 year
1-3 years
3-5 years
5+ years
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POLL QUESTION text
How do you manage your account(s)?
A.
B.
C.
D.
I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.
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SPEAKERS
Marc Poirier
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EVP & Co-Founder of Acquisio.
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17 Years Experience in Digital Marketing.
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Master Fisherman.
Jeff Baum
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Senior Account Manager at Hanapin Marketing
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Blogger at PPC Hero
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@jeffbaum71
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Quick history of bid management
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2000-2003: Overture and the transparent marketplace was at the origin of
the practice of bid management in paid search
Google changed the game with an opaque auction, and the old bid
management solutions became less and less important as Google became
more dominant
Many service companies built in-house solutions and marketed themselves
as technology / algorithm players
Around 2007/2008, several bid management tech companies launched
products in market to support Google AdWords bid management
Each player has their own approach, based on rules and algorithms, that
run once per day at most.
In 2013 Acquisio released BBM and set a new standard for bid
management.
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What Does BBM Do?
BBM works to maximize your clicks or conversions while reducing your
costs and optimizing your PPC budget
– Increase clicks or conversions
– Suppress CPC or CPA
– Manage budgets with pinpoint accuracy (<1%)
Providing increased return for the same budget ( before BBM) equals
increased profits.
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How Does BBM Do It?
For fixed monthly budget, maximize either clicks or conversions with
constraints on:
•Maximum CPA
•Maximum CPC
•Average position
Varying the following:
•Max CPC bid (ad group)
•Daily budget
Constantly searching for Optimal solution to this problem
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How to edit Master
Near Real-Time Bid and Budget Management.
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
•Take advantage of clustering of keywords in ad groups
•We run 48 sets of experiments per day, instead of one
•Uses AdWords Conversion Tracking tags
•No need to change account structure or add tags
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Success Story 1
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.
BBM Start Date: March 23, 2013 Report End Date: May 27, 2013
CPC Reduced 3x Clicks Increased 4x
Budget Target Error: -2.5%
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Success Story 2
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.
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%
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Success Story 3
Home Builder
Background – Budget Constraints
Our client significantly boasted very stable and seemingly good PPC results
when compared to peers.
BBM Start Date: May 7, 2013 Report End Date: May 27, 2013
CPC Reduced 2x Clicks Increased 3.5x
Budget Target Error: - 0.87%
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Before BBM
$155,729 Budget
$133,022.64 Spent
$22,706.36 Unspent
14.6% Gap
85.4% Attainment
SPEND
85.4%
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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%
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Recent Innovations
Enhanced Campaigns: BBM is currently running across dozens of
accounts testing new algorithms to manage bid modifiers
Product Listing Ads: BBM is in BETA with several clients testing its
impact on the performance of PLAs, at this time, it appears as though BBM
is at its very best in the context of PLAs
GDN and MGDN Ads: BBM generates great results with GDN and MGDN
campaigns, AdMetrica supports more sophisticated optimization for certain
types of advertisers.
Three Stage Conversions: Our answer to low flow problem, 3 stage
conversions first get the ads to display more frequently, then optimizes bids
and budgets towards ads that are yielding click flow, to finally optimize
towards conversions and CPA.
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How to Start?
• You provide
• Groups of campaigns
• Associated Budgets
• Target CPA (or other metric)
• Your MCC info and permission to activate algorithms.
• We offer
• A 1:1 conversation with one of our SMEs to discuss exactly
what the algorithms will and will not do.
• Monitoring and communication of results throughout the early
phase.
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Acquisio – BBM
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BBM Summary
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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
• Works well for Enhanced Campaigns, PLAs, GDN/MGDN and
low flow campaigns.
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POLL QUESTION text
What Is Your Bidding Strategy?
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B.
C.
D.
I Do All My Bidding Manually
I Use Google’s Automated Bidding Tools
I Use a 3rd Party Bidding Platform
Bidding Intimidates Me. I Only Employ Ad Group
Bids
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CASE STUDY
For Profit School
45 Locations
15 States
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CASE STUDY
Budget & KPI Guidelines:
- $300K-$400K monthly spend
- $200 per lead
Initial Strategy:
- Aggressive bidding: Bid #1 position using Adwords bid rules
- Push volume through keyword expansion & search remarketing
- Pause non converting ad groups & keywords
- If necessary, go over CPL target to push volume
Revised Strategy:
- CPL targets by program
- Adhere strictly to target CPL
- Reduce volatility of program and campus CPL’s between campuses
- Bid lower positions: Will leads at lower positions more likely convert to
enrollments & starts?
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CASE STUDY
– Avg CPC’s decreased 12.8% per click
– Clicks increased 30%
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CASE STUDY
– Conversions increased 450%
– CPL decreased 81%
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CASE STUDY
• Integrating BBM into Account
- Priority focus on locations in most need of CPL
optimization
- Limited optimization of those locations to study
effect of BBM on performance
- Once positive improvement was confirmed, rolled
out 10 more locations
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CASE STUDY
• How We Can Use BBM More Effectively Going Forward
- Use BBM to manage multiple CPL targets within a
campus location
- Understanding avg. position ‘sweet spot’ & using
BBM to target
- Making sure budgets are optimized to spend at times
most likely to convert
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POLL QUESTION text
Offer - would you be interested in:
A. FREE Solutions Blueprint from Hanapin Marketing
B. FREE Demo of the Acquisio Platform
C. More information on BBM
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US local agency managing over 400 SMB accountsClients spend between $400 and $7,000 per monthBudgets are manually reallocated between AdWords and other channels every day for every accountBilling Model is a Percentage of Ad Spend (avg. 35%)Problems:Every Month Leaving 10%-15% of Money on the Table, sometimes moreConstant 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 BBM AlgorithmsRollout End of December with 5 AccountsAdded 5 More for Feb (total 10)Added 40 More for March (total 50)42 accounts were still there in MarchOn average, accounts spent 14% more moneyMore than double the clicks, at less than half the avg CPCAccuracy 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.
On average, accounts spent 14% more moneyMore than double the clicks, at less than half the avg CPCAccuracy 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.