Scalable SMB Search Marketing Reducing OPEX Through Automation

Transcription

1 Scalable SMB Search Marketing Reducing OPEX Through Automation

2 About TSA

3 The Search Agency Overview Overview Founded: 2002 Headquarters: Los Angeles, CA Deep Experience in Subscription-Based Business, Continuity and Direct Response, IYP/Reseller Series A investment in May JMI Equity the-search-agency-announces-strategicinvestment-from-jmi-equity/ Locations Los Angeles, Providence RI, San Francisco, Baltimore, Tampa, Houston, Toronto CA, London UK, Bangalore India, Sydney AU, Tokyo JP Size Largest independent SEM agency in USA Adage estimated revs $25.9M, 27% CAGR Product Mix (by revenue) Paid Media (Search & Display) 55% Organic Search 28% Consumer Experience 8% Social Media/Mobile 9% Advertising Councils Member of Google, Yahoo! and Microsoft Advertiser Councils Regular Google Beta partner Yahoo! Elite Technology Partner (1 of 4) One of 3 alpha partners of Facebook Ads API Beta partner on Facebook Exchange (FBX) Services Paid Search/Search Engine Marketing (SEM) Search Engine Optimization (SEO) Landing Page Optimization Conversion Path Optimization Biddable Display Media Search Retargeting Reputation Management Social Media Integrated Online Marketing Strategy Visit US Website: Blog: 3

4 AdMax Local Scalable, enterprise solutions for 4 years in EU, USA and APAC Hundreds of thousands of websites created Tens of thousands of SEM campaigns under management OPEX reductions of up to 90% through automation 500-1,000 campaigns per account manager Advertiser retention well above competitive benchmarks Newly launched SaaS version greatly reduces integration costs and time to market Taking orders for

5 Reducing OPEX Through Automation

6 Long Tail of SME Budgets Labor intensive Agency models adopted by IYPs/resellers cannot scale High labor costs make it difficult for IYPs to serve all of their customers profitably, limiting revenue, and creating long term challenges >$1,000/mth Automation can deliver significant cost savings for the reseller while creating superior outcomes for merchants <$1,000/mth 6

7 Agency Platforms Labor intensive Agency Platforms are designed for large national advertisers and built primarily around ongoing service fees Labor Intensive Traffic Estimation Keyword Research Ad Creation Account Setup Landing Page Creation Budget Management Keyword optimization Ad Optimization Customer Reporting 1. Agency models use labor not technology as their unique selling proposition 2. High spend levels allow labor costs to be spread across campaigns 3. Query volatility and volume require frequent monitoring and adjustment 4. Competitive market segments require intensive ongoing analysis and optimization 7

8 Automated Platform Models Automated SEM platforms are designed to service thousands of SMBs of all sizes using technology to replace labor intensive agency models Highly Automated Traffic Estimation Keyword Research Ad Creation Account Setup Landing Page Creation Budget Management Keyword optimization Ad Optimization Customer Reporting 1. Automated platforms reduce labor costs by 80-90% and automate serial actions 2. Automation supports cost effective management of low ad spend levels 3. Pre-compiled campaigns function well in less volatile local market query space 4. Low levels of competition foster a marketplace receptive to automation 8

9 Internal Labor Cost Comparison Agency 2 hrs/account manual campaign creation = 2000 hrs per month 15 SEM staff to run campaign creation 2 hours per month per account of optimization/reporting/customer management (very low) = 2000 hours per month for every 1,000 accounts 15 SEM staff to manage each 1000 Campaign Creation for 1,000 New Accounts per month Campaign Management & Optimization per 1,000 Total Accounts Automated Platforms Automated production eliminates headcount Exception handling and QA 3 heads 3 SEM staff to run campaign creation Automated management eliminates headcount Account management/optimization monitoring 2 SEM staff to manage each 1000 Month Campaign Creation Campaign Mgmt Total Staff Month Month Month Month Month Month Month Campaign Creation Campaign Mgmt Total Staff Month Month Month Month Month Month This example could save $25m per year in Internal Labor costs through automation 9

10 Total Cost of Ownership (TCO) Comparison $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 AdMax Local Total Cost of Ownership Agency-Type Platform Total Cost of Ownership By automating the processes associated with campaign creation and ongoing management, a reseller can reduce total cost of ownership by over 80%. 10

11 The Practical Benefits of Automation Stage Campaign Creation Automation Benefit Using pre-compiled AdWords keyword groups significantly lowers account creation costs and allows resellers to ramp sales without adding headcount Ad Copy & Landing Page Creation Bid Management Automated ad and landing page creation processes speed set-up, particularly in multi-campaign accounts Sophisticated bid and budget management tools allow tens of thousands of SMBs to be efficiently serviced on a daily basis Optimization Highly automated account optimization systems allow tens of thousands of accounts to be optimized simultaneously, dramatically lowering costs Account Management Underlying automated systems permit less labor-intensive account management for tens of thousands of advertisers 11

12 AdMax Local

13 AdMax Local Work Flow Sales User Obtains a Quote for Merchant Order is Submitted in the System Order is Fulfilled/ Verified by Sales User System Deploys Campaigns and Webpages System Manages Campaigns and Reporting 13

14 Sales Person Produces a Quote for a Prospect 14

15 Business Areas/Locations are Added to a Quote In a typical market, AdMax Local includes: 2,000-3,000 Business Areas in Business Taxonomy 3,000-4,000 Locations in Geo-taxonomy Hundreds of website templates; 100,000+ Keywords, millions of Ad combinations, billions of website copy combinations 15

16 System Generates Quote Range for Selections 16

17 User Can Save Quote for Pre-Sales Information 17

18 User Can Add Merchant and Budget Commitment 18

19 Reseller Updates Merchant Information 19

20 Reseller Updates Campaign Information 20

21 Automated SEM Campaign Creation 21

22 Google SEM Experience 22

23 Sample Web and Mobile SEM Landing Pages 23

24 Web Page Details to be Included in the Order 24

25 Order Fulfillment Completed 25

26 Self-Service Settings (Templates) Settings 26

27 Self-Service Settings (Custom Content) 27

28 Google SEO Experience 28

29 Sample Website and Mobile Homepage 29

30 Self-Service UI - Merchant Dashboard 30

31 Reseller Management Dashboard 31

32 TSA Success Story with Platform for 4+ Years Scalable technology to manage tens of thousands of SMB advertiser search engine accounts Scalable technology to automate the creation of hundreds of thousands of lead-generation websites Established processes to optimize advertiser accounts with reasonable cost to our partners Delivery of high-value traffic from agency best practices at reasonable cost to advertisers Advertiser retention well above competitive benchmarks Google Preferred Partner Discussing limited APAC partnerships for

33 THANK YOU Matt Kain CEO Asia Pacific +61 (0)