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Technical Revolution of Digital Marketing

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

Bryan Minor

• Chief Scientist of Acquisio

• Ph.D in Physics from the Air Force Institute of Technology

• Hiker, Skier and Fly Fisher

Daniel Friscia

• Senior Account Manager at Hanapin Marketing

• 5 Years Experience in PPC (In-House & Agency)

• Big Mets & Giants Fan

How do you manage your account(s)?

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.

POLL QUESTION #1

Performance Optimizations

• Creating New Rules

• Manage Existing Rules and Algorithms

• Pending Changes

Creating Bid Rules

• Identify The Bid Rule Depth

• Keyword or Ad Group level

• Build Your Rule

• Using an existing template, free form or upload from XML

• Identify Objective

• Ex. Pause Poor Quality Keywords, Reach First Page Goal,

Cost Per Conversion, etc.

Creating Bid Rules – Settings/Scope/Rule

• Frequency of Implementation

• Include Zero Impressions/Inactive Items

• Distribution Network

• Identify Account & Engine (Google/Bing, etc.)

• Create Rule (In this case, pause any keyword below 4)

Creating Bid Rules - Simulation

• Run Simulation to gage the impact of the bid rule

• Once action takes place, you can choose to be notified via email

Create Bid Rules - Launch

• Choose An Action Plan

• Suggestion Mode – Allows you to review all changes prior

• Automatic Mode – Will run and apply changes instantly

Managing Existing Rules

• Edit Existing Rule Settings

• Increase/Decrease Priority Level

Pending Changes

• Review All Suggestions

• Accept or Discard Suggestions

SEM Optimization

Continuous SEM Optimization

Features:

1. Examination and adjustment of Bids in regular intervals many times per day

2. Examination of Budget spend precision many times per day with hyper accurate control

3. Updating of modeling parameters in algorithms on a longer characteristic time scales characteristic time scales

4. Auto detection and dealing with anomalies

Results in accelerated learning and optimization

Algorithm Model

• Cruise missile model

• Dynamic Non-linear optimization

• Small steps more often

Problem statement:

• For a fixed Budget for budget period (month)

– With a group of Campaigns (Budget Group)

• Make Daily Budget last whole Day

• Maximum Average CPC per day limit

• Fairly compete Campaigns based on value of Clicks (conversions)

• Maximize Clicks (conversions)

Theoretical ABC graph

C B

A

A

A

minCPC

0 2 4 6 8 100

5

10

15

20

25

30

35

CPC

Cli

cks

day

ABC graph explanation:

B graph – Daily Budget spent

C graph – Daily Budget not spent

A – location of maximum number of Clicks for a fixed Daily

Budget obeying constraints

minCPC – Lowest value of CPC produces Clicks

Constantly searching for Optimal solution

Experimental ABC data #1

ABC Data Analysis

Results: X-graphs #1

BBM start: 24 May 2014

Start Clicks Start CPC End Clicks End CPC

1,066 $0.51 1,848 $0.27

Results: X-graphs #2

BBM start: 26 May 2014

Start Clicks Start CPC End Clicks End CPC

490 $2.07 892 $1.21

Results: X-graphs #3

BBM start: 23 Apr 2014

Start Clicks Start CPC End Clicks End CPC

29 $1.24 56 $0.63

Results: X-graphs #4

BBM start: 23 Apr 2014

Start Clicks Start CPC End Clicks End CPC

23 $2.08 76 $0.64

CPC Constraint Obedience

Budget Survival

Budget Spend

Spend CPC Constraint Obedience

Conclusions

ABC theory validated – A exists!

Continuous updating of Bids produces superior results

Precise Budget spend control over Budget Period (2%)

Statistical Significance matters (143 issue)

Constraint matters

Ability to deal well with dynamic changes Budgets

Constraints

Creative changes

Google Settings changes

Google algorithm changes

POLL QUESTION #3

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

LIVE Q&A

For More information please contact:

Bryan Minor: bminor@acquisio.com

or

Danny Friscia: danny.friscia@hanapinmarketing.com

On Behalf of Acquisio and Hanapin:

Thank you!