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Local SEM: The Machines

Have Taken Over

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

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

How many accounts do you manage?

a) 0-100

b) 100-1,000

c) 1,000+

POLL QUESTION #1

Pricing Engine works with Channel Partners to service the SMB market with SEM and Digital Ads

Pricing Engine was built to target the VSB’s (Very Small

Businesses) – Your Main Street Customers

They’re interested and want to spend more on digital, but want to buy from a trusted partner - you

• 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!

Most solutions ‘dumb down’ agency labor or tech,

or ‘bundle up’ everything and the kitchen sink

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

Pricing Engine is a ‘productized’ turnkey paid ad solution – so it’s easy for your sales team

We can deploy most new orders in hours with our customizable templates

We have more than a hundred templated best practices industry categories

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!

With geo-fencing and other best practices all based on simple business information passed in the order

Across the major search and social ad channels

Our technology platform is monitored by professionals with best practices and peer benchmarking built in

“Plain English” Report Cards and performance snapshots show value for customers and sales teams

We’ve automated everything but the common sense, and we’re working on that.

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

• 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

$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

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

Conversions for local players

431-985-1257

431-256-3486

431-157-9574

431-487-6117

431-278-5555

PPC Reports with Call Details from Multiple Vendors

Call Tracking Partners

And more to come!

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

Why does this matter?

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

Case study: Rooter Cleaners

With BBM Before BBM

With BBMBefore BBM

Case study: Fence Installer

With BBM Before BBM

Before BBM With BBM

Case study: Law Firm

With BBM Before BBM

With BBMBefore BBM

Case Studies:

How Acquisio Optimization Helps

Google Channel Partners

Spend All of the Money,

Increase Clicks and

Decrease Avg. Cost per Click

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

Case Study:

Reseller with 400 Local SMB Clients

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

Before Acquisio

$155,729 Budget

$133,022.64 Spent

$22,706.36 Unspent

14.6% Gap

85.4% Attainment

SPEND85.4%

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%

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%

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%

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.

Case Study 3

Yellow Page Company with

6,000 + Small Accounts

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

Can’t Spend the Money – Solved!

27% INCREASE IN AVERAGE DAILY SPEND

Can’t Spend the Money – Solved!

Accuracy of Budget Attainment

Went from 78% to 94%

Can’t find any volume – Solved!

61% INCREASE

IN AVERAGE

CLICKS

PER DAY

PER ACCOUNT

Bonus – AVG CPC Decreased too!

13% DECREASE IN AVG CPC

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)

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

LIVE Q&A