Acquisio vs Google Ads

• Automated Rules: Acquisio allows the use and creation of rule based automation to perform tasks based on what you've outlined.
• KPI's: Within the platform, there is the ability to track spend or other important KPI's throughout the month and see the on-track progress being made.
• Reporting: The reporting system allows for automated reporting, so an account specialist does not have to spend time every reporting period recreating the same report. The flexibility of date ranges and data points is very helpful in building data driven reporting.

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• It provides a wealth of data essential to good PPC management. This includes impression share data, quality score, clicks, impressions, conversion tracking and so on.
• It is fairly familiar to anybody who has worked in the PPC industry understands its functions and metrics are therefore as close as you can get to a universal language.
• Our organisation is often approached to take part in betas for new functions such as new demographic targeting tools etc., which we are able to leverage to great effect.

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• We had some really deep issues with incorrect data in our reports about a year ago - data just wasn't coming into the platform correctly.
• We recently could not export any of our reports because we had updated to the latest version of Flash - we actually had to uninstall Flash and reinstall an older version. This issue has yet to be resolved after two months.
• We have had syncing issues many times, and we still need to manually sync each campaign every month before the data matches the actual results in Google.
• Recent updates to Acquisio and the new reporting did not carry over our old reports into the new layout - recreating the old reports in the new layout is/was time consuming.

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• For the inexperienced Adwords can easily get out of hand. There are always suggestions for additional keywords to add, etc. however often times those keywords can break a client's budget (let's be real, Google wants to make money here). I actually, over time, tend to hone in on a smaller number of keywords that are top performing.
• The quality score of keywords is a bit of a dark art that doesn't always make sense to me. The quality score is an algorithm that determines if you ad will show for a given keyword. From time to time I see keywords get dinged for low quality score even when the landing page and ad contain relevant keywords.
• In my experience you do have to babysit the campaigns to make them most effective. There is some automation that has been added over time but you're still far better off coming back and regularly checking on keywords / ads that are performing well and pausing those that aren't.

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• Has allowed me to manage more social ads (Facebook, Twitter)
• Has improved CPA and CPC performance for almost all of my accounts year over year

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• Increased traffic to our website
• Responsible for approximately 45% of total lead form submissions
• Creates brand awareness by giving our ads visibility on searches that don't result in clicks; and no click means no cost to the business

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