Steering Automated Ship: How to Avoid Bidding Pitfalls

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How to Recover from the Holidays Faster Than Your Competition

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Steering an Automated Ship: How to Avoid Bidding

Pitfalls

#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 yearB. 1-3 yearsC. 3-5 yearsD. 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

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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?

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#thinkppc 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

201

1

Aug 1

5 20

11

Aug 6

201

1

Aug 1

8 20

11

Sep 4

201

1

1,000

0

2,000

3,000

4,000

5,000

8,000

7,000

6,000

Sep 5

201

1

Aug 2

201

1

Aug 3

201

1Aug

5 2

011

Aug 4

201

1Aug

7 2

011

Aug 8

201

1

Aug 9

201

1

Aug 1

0 20

11

Aug 11

201

1

Aug 1

2 20

11

Aug 1

3 20

11

Aug 1

4 20

11Aug

16

2011

Aug 1

7 20

11

Aug 2

2 20

11

Aug 1

9 20

11

Aug 2

0 20

11

Aug 2

1 20

11Aug

23

2011

Aug 2

4 20

11

Aug 2

5 20

11

Aug 2

6 20

11

Aug 2

7 20

11

Aug 2

8 20

11

Aug 2

9 20

11

Aug 3

0 20

11

Aug 3

1 20

11

Sep 1

201

1

Sep 2

201

1

Sep 3

201

1

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 solutionc) Acquisio Bid & Budget Managementd) 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

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

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

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

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

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

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

Feb-Present Conversion Rate: BBM Campaign

Conversion Rate Increased 67.40%High Conversion Totals HistoricallyBBM Has Alot of Historical Conversion Data to Work With

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Case Study: Performance Update

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