Back in February, Acquisio and Hanapin experts did a live webinar on Acquisio's new Bid and Budget Management feature. As a follow-up, this webinar revisits the Bid and Management feature with insights on new case studies and the benefits of having both an automated system and a "Captain" to guide the technology. It explores new questions like: Why does it matter to have technology that reacts quickly? Why do you still need a human manager if the system is doing everything for you? How do you balance the two? What can I do to work smarter for my accounts? Digital advertising experts, Marc Poirier from Acquisio and Jeff Baum from Hanapin, dive deeper into the pros and cons of bidding strategies and talk about real-life examples of using the system for their ppc accounts in this presentation. You'll get expert-level PPC tips like: *Software and reporting that will help you make better decisions for your account *Examples of case studies where automation worked or didn't work *Pros and cons of automation vs. human management, and how they should be working together

1. #thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
HOSTED BY:
HOSTED BY: &
Steering an Automated Ship:
How to Avoid Bidding Pitfalls

2. #thinkppc
Presenters
• Jeff Baum
– Senior Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– Hero Conf Speaker
– @jeffbaum71
• Marc Poirier
– EVP & Co-Founder of Acquisio
– 17 Years Experience in Digital Marketing
– Master Fisherman
– @marcpoirier

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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AUTOMATION : AN OVERVIEW
#thinkppc

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• If this then that
• Can be very flexible and powerful
• Lets marketers bottle up their methodologies
• Can also be very dangerous as most users are not
qualified to write rules that will improve results.
– Statistics are key
– Programming is important (boolean logic)
– Marketing (obviously)
Rules

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• Extremely powerful and more flexible than most tool
providers, also requires a profile that is hard to find.
• Some scripts are shared by marketers, opportunity to get
started but also fraught with risk as the outcomes are
unknown
• Opportunity to truly customize processes to work
alongside existing
Scripts

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• Fundamental – this is required to call
attention to issues
• Especially useful in large scale campaigns with
a lot of moving parts
• Careful not to become immune (easy to start
ignoring alerts if they’re not quite relevant)
Alerts

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• Black box – takes the control away from the marketer BUT this
is a good thing when managing the money.
• Does not eliminate the need to have humans – au contraire!
• NASA has a ton of humans on earth watching the
performance or any rocket, they stand ready to make
adjustments if necessary. Same applies to us. You can let the
algorithms run wild but you probably want to monitor results
and make adjustments when you see unexpected results.
• Though we have pretty much every type of automation tool
known to man, this is Acquisio’s speciality - BBM
Algorithms

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What is BBM?
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
BBM Delivers Optimal Results for AdWords.

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WHY DOES IT MATTER?
#thinkppc

13. #thinkppcGoogle 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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• BBM tries to maximize the number of conversions
• Works with a budget – and spends it very accurately
• Because it generates more conversions for the same budget, it also
delivers lower CPA
• Ideal for Advertisers who are seeking to improve ROI
• Many case studies, results vary
• Ex: Large insurance company increased quotes by 64% and
decreased CPQ by 60% within days.
• Perfect for agencies who struggle to manage budgets accurately
• Spending more money = increase in revenue
• Improving results = happier clients increase budgets = increase in
revenue
• Ideal for agencies who work with SMB – budgets do not have to be
large for BBM to be effective, success with accounts that spend
$15 per day or less.
Budget Control and Bid Management = Optimal Results

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Rooter Cleaners
11/25/13-3/24/14 7/29/13-11/24/13
Clicks 1,127 358
Avg. CPC $13.27 $44.85
Cost $14,956.84 $16,057.53
Calls 340 230
Before BBMWith BBM

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Fence Installer
11/28/13-3/24/14 8/04/13-11/27/13
Clicks 4,281 1,762
Avg. CPC $5.68 $11.71
Cost $24,332.35 $20,635.08
Calls 766 175
Before BBMWith BBM

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Law Firm
11/21/13-3/24/14 7/21/13-11/20/13
Clicks 5,295 1,516
Avg. CPC $4.53 $13.12
Cost $23,988.09 $19,884.12
Calls 299 135
Before BBMWith BBM

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Fence Competitors
11/01/13-03/24/14 06/10/13-10/31/13
Clicks 10,370 6,684
Avg. CPC $2.03 $3.04
Cost $21,082 $20,333.02
Calls 478 305
Before BBMWith BBM

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Rare Coins
01/02/14-03/24/14 10/13/13-01/01/14
Clicks 161,079 71,688
Avg. CPC $0.28 $0.56
Cost $44,683.42 $39,993.28
Calls 2,470 1,681
Before BBMWith BBM

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Plumbing Experts
11/14/13-03/24/14 07/07/13-11/13/13
Clicks 2,542 1,425
Avg. CPC $9.83 $14.54
Cost $24,986.06 $20,722.67
Calls 972 536
Before BBMWith BBM

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Home Services
12/03/13-03/24/14 08/14/13-12/02/13
Clicks 2,248 1,302
Avg. CPC $11.59 $18.35
Cost $26,062.81 $23,889.83
Calls 909 519
Before BBMWith BBM

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Delta Plumbing
12/05/13-03/24/14 08/18/13-12/04/13
Clicks 2,102 1,686
Avg. CPC $17.96 $27.71
Cost $37,750.94 $46,726.37
Calls 1,152 829
Before BBMWith BBM

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Live Poll Question #3
What bidding solution do you use today?
#thinkppc
a) Google Adwords Conversion Optimizer
b) Marin Software or Kenshoo or Adobe or Ignition One solution
c) Acquisio Bid & Budget Management
d) None of the above

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CASE STUDY UPDATE
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Case Study Update: Client Background
• For Profit School
• 45 Locations
• 15 States
25
Client Background Info

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Case Study Update: Client Background
 Acquire as many leads as possible
 $200 Cost-Per-Lead
 $2,500 Cost-Per-Start
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Case Study Update: Client Background
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Client Monthly PPC Budget
 300K-400K per Month on Average
 Increases During Busy Seasons
 Budget Targets Constantly Change

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Last Time We Spoke
Preliminary results
Process of integrating BBM into the account
How we can manage BBM more effectively
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Today We Will Go Over
Updated Results
What Changed & What Have We Learned?
How We’re Managing BBM on a More Granular
Level
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Case Study: Performance Update
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Feb-Present Conversions & Cost Per Conversion: All BBM
Cost-per-Conversion Decreased 21.43%
Conversions Decreased 44%
Budgets Slashed in Campuses Where BBM is Live

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Case Study: Performance Update
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Feb-Present Conversion Rate: All BBM
Conversion Rate Increased 29.20%
Funneling Traffic to High Converting Programs
Splitting Out Poor Converters into Separate Campaigns

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Case Study: Performance Update
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Feb-Present CPC’s & Clicks Trend: All BBM
Avg Cost-per-Click Increased 1.20%
Clicks have decreased 57.72%
Reduced Budgets & Changing Program Mix a Factor

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Case Study: Performance Update
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Cost-per-Conversion Decreased 36.59%
BBM Conversions Increased 121%
BBM Budget Larger in Comparison to Avg BBM Budget
Feb-Present Conversions & Cost Per Conversion: BBM Campaign

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Case Study: Performance Update
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Feb-Present Conversion Rate: BBM Campaign
Conversion Rate Increased 67.40%
High Conversion Totals Historically
BBM Has Alot of Historical Conversion Data to Work With

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Case Study: Performance Update
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Avg Cost-per-Click Increased 6.58%
Clicks Decreased 32.73%
High Traffic Campaign. System Has A lot of Data to Work With
Feb-Present CPC’s & Clicks Trend: BBM Campaign

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Case Study: Changes & Learnings
• What’s Changed & What Have We Learned?
- Had To Reduce Spend in Campuses That Happened to
Contain BBM Campaigns
- Forced a Strategic Review of BBM Program. Missed the
Mark on How BBM Campaigns Were Budgeted
- Learned That Account Structure Directly Affects BBM
Performance
- Paused Underperforming Ad Groups in BBM Campaign.
Creating New Program Specific Campaigns
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Case Study: Moving Forward
• Managing On a More Granular Level
- Reduced Budgets To Make BBM Work More Efficiently
- Change Account Structure To Create Program Campaigns
- Regular Meetings with BBM Account Team
- Paused Underperforming Ad Groups in BBM Campaign.
Creating New Program Specific Campaigns
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Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at
your account and provide analysis and consultation (For accounts
with $20K+ in adspend).
b.) FREE Demo of the Acquisio Platform
c.) More information on BBM
d.) All of the Above
e.) No Thanks

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Get more information about Acquisio Bid & Budget
Management www.acquisio.com/bbm
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com
• Acquisio Contact: acquisio-marketing@acquisio.com