Adweb360 is one of the few companies in South East Asia to be using award winning software Acquisio for our cross-channel campaign management and optimization.
Acquisio’s software manages search engine marketing campaigns across display, social and search marketing tactics. The software is geared specifically toward agencies working on multiple campaigns with multiple clients. Acquisio’s current customers include iProspect and Omnicom.
According to Acquisio chief marketing officer Marc Poirier, there are two main problems with search engine marketing today: URL encoding and reporting.
“If you’re running a campaign across different search engines, doing display, doing Facebook, you need a way to see where each person comes from,” said Poirier in an interview, “It’s a big deal, it’s not a detail.”
URL encoding allows the search engine marketer to follow the campaign’s points of contact across multiple channels. That is to say, if you are running a Google Adwords campaign, along with ads on Facebook and banner ads across different websites, Acquisio can track all of these avenues. It can see when a person is interacting with ads and whether the efforts converted into a sale.
Aside from reporting for the client, the system allows managers to stay on top of budgets and make sure they are met — a bigger challenge than it may seem for a search engine marketer.
Acquisio is using the funding to make hires and beef up research and development. The company hopes to roll out a “retargeting” service.
“We give our clients the ability to recycle visitors,” said Poirier.
Using this service, clients can drop cookies onto visitors’ browsers. The client can then buy ad space and market ads back only to those with the cookie. It saves the client money as many agencies are paid based on impression, or the amount of people who saw an ad. It also can increase conversions, given retargeting focuses on those previously exposed to a brand.