Moore’s Law, Golf, and Your Business Tools

In the past 50 years, golf equipment has improved tremendously. Yet despite clubs that hit the ball farther and straighter, despite the explosion of swing coaches, videos, and better training methods, the average score for a round of golf remains at around 100, where it has sat for decades.

Credit: Jeff the Trojan

The average player’s driver is capable of hitting the ball 60-70 yards farther today. Irons are more forgiving, no matter where impact is made on the clubface. Golf balls go farther with no loss of feel or spin.

My favorite advance is GPS. From this, you get the exact distance to the hole, and to the hazards. How has it helped us? Well, it helps some players remember which hole they’re playing after the beer cart has made one too many visits.

Some pros do very well by pushing the equipment rules to their limits. Unknown Matt Every began this year with a putter that resembled a black metal railway tie. Turns out the “Black Swan” putter has some pretty advanced engineering built in: the highest “putter momentum of inertia in putter history,” and a “sweet spot three balls wide”! Every led the Sony Open going into the final round, but fell back a bit, settling for a tie for sixth, and $178,062.50. A bit better than my $62.50 in lifetime golf earnings….

The ClickEquations Blog is Moving

You may or may not have heard, but Acquisio recently acquired ClickEquations. Acquisio is a leading performance media platform for agencies, and helps agency marketers manage, track, optimize, retarget, and report on ad buys across all channels — from search and display to social media.

As a result, the ClickEquations blog will be merged with the Acquisio blog. This means that if you’re subscribed to the ClickEquations blog, you’ll soon start getting updates from the Acquisio blog feed.

The Acquisio blog updates several times a week with tips, insights and strategies to help marketers get the most out of their online campaigns. From PPC and display ad insights to mobile marketing and social media strategies, the Acquisio blog is full of expert advice from both the Acquisio team and a roster of guest bloggers.

So if you’re subscribed to the ClickEquations blog, we look forward to updating you with Acquisio’s great content. And if you’re not already subscribed, we hope you’ll consider adding the Acquisio blog feed to your favorite RSS reader.

Adding Value Through Facebook Advertising

Facebook Ads

Convincing brands to allow your agency to spend their money on Facebook ads is a tough sell.

It’s a ‘tough sell’ because they know, as well as you do, that Facebook is an emerging channel where few of the rules are known, and in which the conditions are constantly changing.

With this knowledge many brands say that they should manage their own Facebook ad campaigns or avoid serving any ads at all. Some report that they have tested Facebook ads with other agencies and that it didn’t work or that they have heard many stories of ad campaigns going wrong and that they don’t want to waste their budget.

A disconnect often occurs where Paid Search Experts at agencies take the opinion that Facebook ads will run the same as Google ones, while brand managers on the client side hold the view that Facebook ads are more akin to Display advertising; totally different to Google.

The upshot of this is that brands are not convinced by the credentials of Agency-Land to deliver Facebook ads successfully. Yet.

I am sure that this will ring true for every one of you.

It is my intention with this column to give an insight each month into how you may be able to better-demonstrate value to your clients with this challenging channel, making it easier for you to win, grow and keep Facebook advertising business in 2012….

Acquisio and Amaze at Figaro’s Digital Marketing Conference

Following on from our Figaro Digital seminar on leveraging data in display, we were invited back along with Amaze, one of our clients, to the Figaro Digital Marketing Conference on 23rd November in London. Together, we explained more about how agencies use our performance media platform and delved deeper into how sophisticated reporting capabilities can support client’s efforts in areas such as retargeting.

Click to Visit the Video on Figaro Ditial's Site

We’ve been working with Amaze for over a year now and know just how important effective reporting is for maintaining their excellent client relationships. Making reporting quick and painless lets the agency spend more time analysing the data and advising their clients on how to further optimise results.

Getting reporting right also helps agencies focus attention on  matters such as integrating data, channels and campaigns to deliver a wealth of retargeting and attribution benefits. If you’re interested in how you can drive display success through incorporating search data, or whether to approach attribution modelling from an equal weighting or recency model, this presentation will help.

Take a look at the video on Figaro Digital’s site to find out more.

Performance Predictions for 2012 in iMedia Connection

When iMedia Connection asked us recently to provide a few ideas about what performance marketing would look like in 2012, we naturally jumped at the chance. It is one of the most, vibrant, productive and effective sectors of the marketing mix and therefore one where we expect to see some key developments this coming year.

The article is called What to look forward to in 2012, and here’s an excerpt about the state of play in search, one of the most important facets of performance media:

Today’s search marketing capabilities and results have effectively commoditised this marketing channel. For some years now, none of us have worked with a brand that would not benefit from including search in their marketing efforts. This maturation has however meant that the returns achievable by agencies are diminishing, regardless of the continued innovation and efforts in the channel and thus, agencies are struggling further to monetise their services in this space….

Mobile PPC Strategies – Interview with Laura Garrido

Laura Garrido

With such high expectations for mobile advertising this year, marketers have a lot to consider — from high-level mobile ad strategy and deployment to working out a mobile budget. Well, with Google as the #1 mobile site destination, one thing is clear enough: mobile PPC will likely be part of any mobile advertising strategy.

Recently, I got to ask Laura Garrido about her experience with mobile PPC. Laura leads the PPC team at NVI, a search marketing and social media agency in Montreal. So she’s overseen strategy and deployment for all their clients’ mobile search campaigns. During our chat, Laura touches on:

  • Why to invest in mobile PPC
  • How to budget for mobile PPC
  • Which verticals perform best in mobile search
  • and how mobile PPC strategies can differ from desktop ones

Acquisio in Europe – An Introduction

Hello, and welcome to the new European section of the Acquisio blog. We’ve set up this new resource as part of our continued commitment to the region and will be bringing you lots of useful content and ideas to support your work throughout the year.

I’ve been working with Acquisio for a couple of months now, and can tell you that Europe is a very exciting place to be right now. You can read more about me in the blog post that announced my appointment but today I’d like to tell you more about our plans – and why we believe that Europe is the perfect market for Acquisio’s performance media platform to expand into….

Will Impression Share be Google’s Next Big Revenue Contributor of 2012?

Well, it’s official. Google will be releasing Ad Group Level Impression Share Metrics (IS) for both Search and Display networks, at the request of their many advertisers. However, there are some questions that arise to the overall value of the Impression Share Metric.

In a nutshell, Impression Share measures how frequently an advertisers Ads are showing, and if the percentage is LOW, it means that if the campaign is profitable, then the advertiser is losing potential business. However, Impression Share does pose a few questions of it’s overall value. For example, here are just a few.

  • Will advertisers feel “forced” to restructure their campaign and adgroups structures?
  • Will advertisers start to lose focus on ROAS% with these additional metrics?
  • Is this just another evil way for Google to increase their revenues? (ok, a little overboard I know)…

3 Surefire Ways to Become the Coolest Community Manager on the Block

Credit: x-ray delta one

So… your company (or client) finally entered the 21stcentury and got “on the Facebook” and “started Twittering.” Or maybe in the spirit of New Year’s resolutions, reassessed its current goin’-nowhere social media campaign, and decided, “Yeeeah, time for a change.”

Most community managers will tell you that the initial jump or reentry into social media on behalf of a brand is kind of like moving to a new town: Fresh start, exciting possibilities, pools of new people to meet, and a weird, driving desire to be accepted, liked, befriended.

Most community managers (CMs) will also tell you that ain’t always easy. It’s one thing to be present on the social scene, whether your brand’s channel of choice is Twitter, Facebook, YouTube, or a blended strategy spanning multiple platforms. It’s quite another to be accepted, liked, befriended… dare we say… evangelized….

Acquisio Introduces Diarmid Thomson as New Vice President of Sales

Creators of Award-Winning Performance Media Platform Hire Microsoft Vet to Lead Sales Team

Montreal, Canada–January 18, 2012–As part of the company’s continued international growth, performance media platform Acquisio announced today that it has appointed Diarmid Thomson as the company’s new Vice President of Sales. As VP of Sales, Thomson will be responsible for structuring and managing the global sales organization across all regions.  He will also oversee all strategic agency relationships, and will focus on growing the company’s sales team by setting the tone for the sales culture throughout the organization.

Thomson brings 15 years of sales and sales management experience to Acquisio. Prior to joining Acquisio, Thomson spent 6 and a half years at Microsoft, most recently, serving as a Director and member of the Global Accounts and Agencies leadership team within Microsoft Advertising. In this capacity Thomson was responsible for developing and growing Microsoft’s search and display business at InterPublic Group and previously at Publicis Groupe worldwide.  Prior to Microsoft Advertising, Thomson held other sales and account management positions within Microsoft.

“We’re extremely excited to have Diarmid join our team,” said Marc Poirier, co-founder and CMO of Acquisio.  “His background, his approach, and his attitude are a perfect fit for Acquisio. Diarmid is known as a highly experienced sales leader who has cultivated powerful relationships throughout the agency environment. We look forward to growing Acquisio’s business with Diarmid leading our organization’s sales efforts and sales culture.”

Thomson is similarly excited about joining the company that makes the leading performance media platform for agencies.  “Over the past two and half years of working and partnering with some of the industry’s top agencies, one thing became clear: agencies would benefit from a single platform that could consolidate all client data, and would also allow for real-time optimization of their clients’ digital media spend,” Thomson noted. “And Acquisio provides the solution. I’m delighted to join the Acquisio team and to lead sales efforts for its platform, which is the only one in this growing market that truly meets agency’s needs.”

The leading performance media platform for agencies, Acquisio helps agency marketers buy, track, manage, optimize, retarget, and report on media across all channels—including search, display, and social media.

Acquisio provides the industry-leading technology for agencies buying ads on any online channel, allowing them to handle all tasks associated with performance advertising, from ad purchase through conversion tracking and beyond, within a single integrated platform. Unlike other solutions, Acquisio hosts its own third-party ad server and employs a single tracking functionality across channels, allowing agency marketers unparalleled conversion and revenue attribution modeling and reporting capabilities.

With more than 4,000 users and 9,500 brands under its management, Acquisio is the multi-channel marketing solution preferred by the world’s leading advertising, marketing, and SEM agencies. Agency clients include large agency holdings such as WPP, Omnicom, IPG and Publicis; as well as some of the world’s most recognized performance media companies such as Amaze, Bertelsmann, Cossette, DAC Group, Guava, iProspect, Isobar, Media Experts, NetBooster, PhD, and Yellow Pages Group.
Acquisio was recently named the 46th fastest growing company in the 2011 Deloitte North American Technology Fast 500 and the 9th fastest growing technology in Canada in the Deloitte Technology Fast 50. The company is based in Montreal, Quebec with offices in Seattle and London. For more information, visit