smx west 2012 acquisio display case study

OUR EXPERIENCE WITHRTB & RETARGETING

Alex Who?

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• Marketing Director Acquisio

• 15 years Internet Marketing

ACQUISIO

About Acquisio

• The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.

• In numbers• +300 Clients• +20 Countries• +100 Employees• +4000 Users• +9500 Brands• #46 Deloitte Fast 50

SEARCH SOCIAL DISPLAY

Buy

Track

ManageOptimize

Report

How it Works

White Label Platform

Client Client Client Client

Agency Proprietary Data

Agency

Client

+Other

Email + API

{- Bid Management- Reporting - Dashboards

- Bulk Editing- Alerts- Attribution

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

A Few of our Clients

THE EXPERIMENT

• Campaign launch in February 2011 but really picked up in May

• Managed by The Trade Desk

• Still going on today

Timeline

• Mature PPC Campaigns

• 20 Leads per Month

• Generates Leads at $200 each

• Reached Maximum Volume

Background

• Test Display Integration

• Increase Lead Volume

• Maintain or Lower CPA

• Budget: $250,000

Experiment Objectives

THE RESULTS

Results - Conversions

• We generated loads for conversions

Results - CPA

• But CPA went right through the roof – Many times

Results – Targeting Strategies

• Different Strategies yielded very different results(CPA for 4 Targeting Strategies)

Results – Brand Awareness

• We believe that display supports brand awareness well

• Huge difference between creative designed solely to generate leads and creative designed to generate brand awareness. When we switched to put more emphasis on brand and exposed tens of millions of banners, brand queries shot up dramatically.

Results - Creatives

• Doubled Lead Volume• Maintain CPA at Approximately $200• Increased Brand Awareness• Able to Scale Volume massively• But Cost of Scaling is High

Results - Overall

CHALLENGES & UNANSWERED QUESTIONS

• Not like Search: Not sure what to make of View Through Conversion Metric, for example.

• Not Sure what tracking system should prevail: Web Analytics, Ad Server, Acquisio, TTD or even Salesforce.com ???

Tracking Challenges

• Need to always keep an eye on the sites that drive the most impressions and weed out the crap. Every month we removed dozens, if not hundreds.

• White lists are not enough

Quality Challenges

• End of quarters are rough.

• Agencies have to spend their client budgets, so nothing works well anymore.

Display is Cyclical

• We had set aside $250,000

• We spent a little over $35,000

• The rest went to fixed price deals

• Harder to perform well with B2B site

Volume Challenges

• How do you give credit for view-through conversions?

• What duration should we consider it?

• Worth the same as click through?

Difficult Questions!

Attribution

Thanks!

blog.apelletier.com

@apelletier

facebook.com/alexandre.pelletier

linkedin.com/in/apelletier

Questions? apelletier@acquisio.com