In the recording, Bryan Minor, Acquisio's Chief Scientist and Danny Friscia, Senior Account Manager from Hanapin Marketing discuss the Technical Revolution of Digital Marketing. While most of us spend our days toiling away in the deepest details of paid search campaigns, scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Distinguished marketing scientist, Bryan Minor presents their latest discoveries, insights and knowledge. Danny Friscia from Hanapin Marketing will be providing insight on Acquisio tools from an Account Manager's point of view. Prepare for tips and tricks on how these tools can increase efficiency, as well as make your job easier.

1. Technical Revolution of Digital Marketing
HOSTED BY: -

2. 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

3. 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

4. POLL QUESTION #1
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.

5. Performance Optimizations
• Creating New Rules
• Manage Existing Rules and Algorithms
• Pending Changes

6. 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.

7. 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)

8. 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

9. 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

10. Managing Existing Rules
• Edit Existing Rule Settings
• Increase/Decrease Priority Level

11. Pending Changes
• Review All Suggestions
• Accept or Discard Suggestions

12. SEM Optimization

13. 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

14. Algorithm Model
• Cruise missile model
• Dynamic Non-linear optimization
• Small steps more often

15. 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)

16. Theoretical ABC graph
A
A
A
C B
minCPC
35
30
25
20
15
10
5
0
0 2 4 6 8 10
CPC
Clicks day

17. 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

18. Experimental ABC data #1

19. ABC Data Analysis

20. 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

21. Results: X-graphs #2
BBM start: 26 May 2014
Start Clicks Start CPC End Clicks End CPC
490 $2.07 892 $1.21

22. Results: X-graphs #3
BBM start: 23 Apr 2014
Start Clicks Start CPC End Clicks End CPC
29 $1.24 56 $0.63

23. Results: X-graphs #4
BBM start: 23 Apr 2014
Start Clicks Start CPC End Clicks End CPC
23 $2.08 76 $0.64

24. CPC Constraint Obedience

25. Budget Survival

26. Budget Spend

27. Spend CPC Constraint Obedience

28. 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

29. 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

30. LIVE Q&A
For More information please contact:
Bryan Minor: bminor@acquisio.com
or
Danny Friscia: danny.friscia@hanapinmarketing.com

31. On Behalf of Acquisio and Hanapin:
Thank you!