ACQUISIO. User Guide

Transcription

1 ACQUISIO User Guide

2 Navigation... 4 Deep Linking URLs... 5 Tablet-Ready... 5 HTML5 Responsive and Interactive Reports... 5 Client Center... 6 Agency and Account Selectors... 6 Comparison Period... 6 Visual Indicators... 6 Filters... 7 Key Performance Indicators (KPIs)... 7 Job Queue... 7 Workbench Advanced Date Picker Filters and Segments Filter by Trends Best Practice Filters Column Manager Export to Excel from Workbench Grid Workbench Graphs Cross-Publisher Inline and Bulk Editing Select All Mobile Bid Adjustment Quick Campaign Creation Cross-Publisher Ad Group Creation Cross-Publisher Keyword Creation Keyword Expansion Tool Cross-Publisher Ad Creation AdWords Dynamic Search Ads & Dynamic Ad Targets AdWords Ad Extensions Statistics AdWords Upgraded Location Extensions Management Google AdWords Shopping Campaigns and Product Listing Ads (PLAs) February 2015 Acquisio User Guide Page 1 of 85

3 Bing Ads Product Ads Pending Changes Queue Search Queries Customizing the View The Action Column Adding Search Terms as New Keywords Adding Search Terms as New Negatives Negative Keywords Campaign-Level Negatives Ad Group-Level Negatives Manual Sync KPIs KPI Dashboard Building your first KPIs Setting up KPIs Editing KPI Targets Report Center Report Manager Report Scheduler Agency Extranet Create a new client report template Agency Reporting Report Editor Report Components Report Themes Presentation Mode Export to CSV Report Scheduler Publish Report Mini-View International Support February 2015 Acquisio User Guide Page 2 of 85

4 Report PDF Customizations Settings Manage Accounts Master Authentication/MCC Upgrading Authentication/MCC Publishers Adding Publisher Accounts Importing Campaigns Acquisio Tracker Acquisio Tracker Setup Acquisio Tracker Configuration Basics Conversion Events Filters Attribution Model Encoding Displaying Conversion Columns Viewing Conversion Path Report Campaign Automation Create a New Rule Ad Group Bid Modifier Rules February 2015 Acquisio User Guide Page 3 of 85

5 Navigation Navigating to the different modules of the platform is very easy click on the menu icon ( on the top left of the New Acquisio platform to open the collapsible side panel. ) located We also added a few quick access links. Upon reviewing the performances of your various accounts in the Client Center, you may want to take a deeper look by examining the campaigns or reports. From the Client Center, you can click on the name of an account for direct access to the Workbench, where you can analyze your KPIs and manage your campaigns. Likewise, you can access the Report Center by simply clicking the report icon ( ) next to the appropriate account. Figure 1 - Access other modules through the collapsible Navigation panel. 26 February 2015 Acquisio User Guide Page 4 of 85

6 Deep Linking URLs As you navigate your way through the platform, we add all of the parameters needed to identify your current location and customized view to the URL. This way, if you want to save a view, you can bookmark the URL or copy and save it somewhere. If you want to show someone else the same view, simply send them the URL and as long as they have access to the account, they can log in and see the exact same view. Collaborating with others has never been this easy! Tablet-Ready Take Acquisio to go! The New Acquisio is ready to go anywhere your tablet goes. Same capabilities in a smaller package! Work from any location anytime so no more excuses. Oops! The dog ate my tablet? HTML5 Responsive and Interactive Reports What s really great about an HTML5-based platform is that it is both responsive as well as interactive. The New Acquisio is responsive it adapts to different screen resolutions and devices easily. You can conveniently build and view reports on tablets and mobile devices. As well, reports are interactive you can hover on individual data points to view detailed statistics. To further increase the flexibility, you can share a report through a unique and secure URL. And if you wish to print the report or save as PDF, you can do so from the browser. 26 February 2015 Acquisio User Guide Page 5 of 85

7 Client Center The Client Center is where you can see a list of all your accounts with top level statistics. Use it to surface problematic accounts with clearly-identifiable visual indicators. Agency and Account Selectors The agency selector on the top left of the Client Center (as well as various other modules) allows you to navigate between agencies, if you have access to multiple agencies. Once you have selected an agency, the account selector is updated with your list of accounts. Use the search field to find specific accounts and indicate which accounts to display with the checkboxes. Comparison Period Did performance improve or deteriorate? It depends on which periods you re comparing of course. You can compare any period of your choice in the Client Center. Simply click on the date range and select your two date ranges. Visual Indicators Sometimes you don t have time to carefully analyze numbers. The trend indicators are available in the Client Center, and integrated throughout the Workbench as well. These color-coded visual indicators indicate the trend between two date ranges. Figure 2 - Use the colored indicators in the Client Center to view trends. Table 1 - Visual indicators and their statuses Visual Indicator Status No change or no values to compare Positive* increase Negative* increase Positive* decrease Negative* decrease Decrease >= 55% and < 90%** 26 February 2015 Acquisio User Guide Page 6 of 85

8 * An increase/decrease is generally perceived as positive/negative depending on the metric, e.g. an increase in Cost/Conv. is generally seen as performance deterioration. ** Warns that a cost-related metric (Cost/Conv., CPC, etc.) dropped by more than 55% but less than 90%. A red indicator is used to show a drop of 90% or more. Filters By default, we automatically display only your Active accounts (accounts with at least one impression for the selected period) but you can choose to show Inactive accounts (accounts with zero impression) or All. Additionally, you can apply custom or best practice filters to sort through your accounts by clicking Filters in the View bar (explained later in the Workbench). To quickly isolate specific account(s), you can also search through the Search field on the top right. Key Performance Indicators (KPIs) As you surface problematic accounts in the Client Center, you can also be alerted of your progress in terms of your KPIs. KPIs are explained further in the Workbench. Please note: KPI progress indicators in the Client Center are only viewable when looking at This Month date range. The initial targets come from your account-level KPIs in the KPI Dashboard, but can be edited directly in the Client Center. Figure 3 - Click on the progress indicator to edit the target value. Job Queue You can find the Job Queue front and center in the Client Center, and you can access account-specific jobs through the Job Queue in the Workbench. The Job Queue is a centralized log of user-triggered jobs started in the last seven days. You can review the status of system jobs such as: Campaign import Workbench creations campaigns, ad groups, keywords, ads, etc. 26 February 2015 Acquisio User Guide Page 7 of 85

9 Workbench edits both inline and bulk Posting changes to publishers Campaign sync Bulk export/import Report Scheduler sending s Figure 4 - Click the Job Queue button in the Client Center to view jobs started within the last 7 days. The Job Queue provides detailed information about the job such as: Job type, Job description, Account name, Progress, Creation timestamp, Completion timestamp, Status, etc. Please note that the Job Queue in the Client Center shows jobs for all accounts only. To view jobs for a specific account, view the Job Queue from the Workbench. 26 February 2015 Acquisio User Guide Page 8 of 85

10 You can easily filter and search for specific jobs. The following filter options are available: Filter Job Id Created Finished Job Type Publisher Description Each job is assigned a Job Id when it is created Job created within Last 7 Days, Today or Yesterday Job Finished within Last 7 Days, Today or Yesterday Type of job Publisher account name For large bulk exports or imports being processed by the system, you can even opt-in for notifications and download the files from the Job Queue. 26 February 2015 Acquisio User Guide Page 9 of 85

11 Workbench The Workbench is not a single feature but rather an experience. Rethink the way you work with features like filtering/bulk editing, inline editing, and trending graphs. Not only will you be impressed by the ease of use, but you ll see that we ve redesigned the way you view and analyze data, surface insights, and modify your campaigns. Advanced Date Picker We know you love the ease of dynamic date ranges. Add as many dynamic date ranges as you want to your list by going to Admin Settings Date Ranges. With the sleek UI, you can also choose your comparison period. That s right! We took the trend analysis of the Client Center and infused it with the option to compare the data with any date range of your choice. You can quickly see whether performance has improved or worsened for any date range. Figure 5 - Choose a custom or dynamic date range. Figure 6 - If a compare period is specified, the 2nd date range's data is displayed beneath the data for the main date range, along with the trend indicators. 26 February 2015 Acquisio User Guide Page 10 of 85

12 Filters and Segments The abundance of data can sometimes feel overwhelming. For easier analysis, use our advanced filtering system to view a subset of data. You can apply quick filters such as All, Active only, All but Deleted (default), Errors and Warnings, Unposted Changes, Valid Changes, or segment by Channel. You can further filter your data by any combination of metrics or fields through the use of custom filters. When you ve refined your view, you can then become more focused and productive in your editing. To apply one or more custom filters: 1. In the View bar right beneath the tab for each level, click Filters. 2. Choose Create Filters. 3. Specify your condition(s) by first selecting a column, followed by an operator and a value. For example, to isolate items that have at least one conversion, your condition would be Conv. >= You may want to add additional filters by clicking Add Condition. Please note that the results are cumulative; all conditions must be met in order for an item to be displayed. 5. Click Apply to save settings. Figure 7 - Add custom filters to view a subset of data. Tip: When you create a new filter, you have a checkbox that allows you to save the filter for future use. Once you have saved a filter, when you click on Filters in the View bar, you ll be able to apply a saved filter. Another simple way to filter your view is by using the Search field on the top right of the View bar. For example, if you browse through your campaigns and type brand into the Search field, only campaigns that contain brand in its name will be displayed. Filter by Trends One of the most exciting ways to filter is by trends! Filtering on trends allows you to find entities that trended in a certain way from one period to another. For example, you might want to find ads whose CTR decreased by more than 5% between this week and last week. You can then sort the list to see the top offenders. Before you let your imagination run wild, let us get you started with some best practice filters leveraging trends. 26 February 2015 Acquisio User Guide Page 11 of 85

13 Best Practice Filters You may also notice that we included some best practice filters to the list of filters. Feel free to use them to get started. We think they re pretty great but you can always customize them to make them your own! Your brain is probably running through all of the possibilities but in case you forget to save a filter, you can also view the last 10 applied filters, whether or not if they were saved. We know clients can be quite different from one another so filters are always saved per user, per account. You can customize your filters based on your individual client s needs! Column Manager Whether you re a left-brain or right-brain thinker, create an environment conducive to maximum productivity by personalizing your view! Columns are saved per user, account and level. The columns that you can enable are always contextual; only the columns for that level are available for picking. To customize the columns displayed in the data grid: 1. In the View bar right beneath the tab for each level, click Columns. 2. Choose Customize columns. 3. Use the elevator on the left to browse within each column category or type in the search field if you know what you re looking for. 4. Click Add next to each column you wish to add. 5. Once added, the columns will appear at the bottom of the list on the right. To rearrange the order of the columns, drag and drop using the dotted rectangle icons ( ). 6. To remove a column, click the X icon ( ) next to that column name. Note: There are certain system columns that are locked ( ) and cannot be deleted nor moved. 7. Click Apply to save settings. 26 February 2015 Acquisio User Guide Page 12 of 85

14 Figure 8 - Customize your view by selecting columns to add, reorder or remove. Export to Excel from Workbench Grid The Workbench contains a button labeled Export. This button is available in the View bar at any of the tabs/levels. You can export to Excel your data structure along with all statistical columns displayed. When you click the Export button, you can either Export to Excel all columns currently displayed in the grid, or you can Export for Bulk Import, which will export all of the columns required for later import via the Import in Bulksheet Management. Please note: All exported files will contain system-defined default column headers; user-defined labels are not supported at this time. 26 February 2015 Acquisio User Guide Page 13 of 85

15 Workbench Graphs After looking at numbers all day, a visual representation may give your eyes a fresh perspective. Whether you prefer line or column graphs, our graphical tool helps you examine trends with varying degrees of granularity right from the Workbench; no need to access your reports. With this built-in flexibility, you can spot trends and correlations between a multitude of metrics and past periods as you analyze your data. To display and customize a graph in the data grid: 1. In the View bar right beneath the tab for each level, click the graph icon ( ). 2. Choose between displaying a line chart or a column chart ( ). 3. The granularity of the data adjusts automatically according to the number of days, but you can adjust the granularity manually. Set the granularity by clicking Day, Week, Month, or Year ( ). 4. Select which metric (s) to display. Figure 9 - Choose one or two metrics to display. Cross-Publisher Inline and Bulk Editing As you peruse through your campaigns, looking through the lens of filters you ve created, you can take immediate action right in the Workbench. You can either edit one item at a time or filter the view and then bulk edit the entire list of filtered items all at once. To keep things simple, you can even bulk edit across multiple publishers. It s volume management at its best! To inline edit: 1. As you hover your mouse over any item/row in the data grid, any setting that is highlighted in blue can be modified. 2. Click on a blue box/cell to edit it. 26 February 2015 Acquisio User Guide Page 14 of 85

16 3. Press the Enter key or click elsewhere to add the change to the Changes Queue (described below). Figure 10 - The blue highlighted boxes identify the settings that can be edited. To bulk edit multiple items: 1. Find the items you want to edit by applying one or more filters. 2. Each item in the data grid has a selection checkbox. Use this checkbox column to individually select or bulk edit all of the filtered items. 3. Click on the Bulk Edit dropdown menu. 4. Choose from the options displayed; the choices available are contextual. 5. Depending on the option selected, you will need to define what change to apply. For example, to edit your keywords Max. CPC, you can either increase or decrease by a fixed amount or percentage. You may also set the Max. CPC of all keywords selected to a fixed value, or set to no value. 6. Click Apply to add the changes to the Changes Queue (described below). Figure 11 - Define what change to apply to all selected items. 26 February 2015 Acquisio User Guide Page 15 of 85

17 Select All When you click the select all checkbox in the Workbench grid, all items across all pages are selected. Bulk edit even faster! Sometimes, it s unclear how many items you have actually selected so we added an indicator right above the grid. If you select all and then uncheck a checkbox in the grid, then all items on the page is selected excluding any unchecked items on the page. Keyboard shortcut: Select the first item and then SHIFT + click the last item of the page to select all items on the page. Mobile Bid Adjustment Google AdWords and Yahoo! Japan mobile bid adjustments at both the campaign and ad group levels can be edited in the Workbench. To inline edit, simply add the Bid Adj. column to your view and then click to edit. At both the campaign and ad group levels, you can also bulk edit your mobile bid adjustments. Select the campaigns or ad groups and then click Bulk Edit and choose Mobile Bid Adjustment (MBA) from the list of options. Figure 12 - Bulk edit Mobile Bid Adjustment at both Google AdWords and Yahoo! Japan. 26 February 2015 Acquisio User Guide Page 16 of 85

18 You can then choose between the following three modes for bulk editing: Edit Mobile Bid Adjustment Set Mobile Bid Adjustment to Change Mobile Bid Adjustment by adding Change MBA so that effective bids change by a factor of Resulting Change The entered value overwrites the current Mobile Bid Adjustment. The entered value is added or subtracted from the current Mobile Bid Adjustment. To increase the MBA, enter a positive value. To decrease the MBA, enter a negative value. For example, if your current MBA is 50% and you enter -10, then your new MBA is 40%. The Mobile Bid Adjustment is altered so that your effective bids are changed by a factor of the entered value. To change the MBA to values that will double effective bids, enter 2. To decrease effective bids by half, enter 0.5. Entering 1 will leave the MBA value unchanged. The third option is unique to our platform. Instead of trying to think about how you need to change your Mobile Bid Adjustment in order to achieve a specific effective bid, we do the leg work for you. All you need to think about is how you want to change your effective bids (in factors) and we will change the MBA accordingly. See the examples below: Factor Current Current Effective bid Current New MBA, % entered explicit bid effective bid after bulk edit MBA, % Quick Campaign Creation Under the Campaigns tab in the Workbench, there is a + Campaigns button. Through a simple form, you can: Choose the publisher, Name your campaign, Load the settings from an existing campaign, Select a campaign group, Specify the status, Indicate the daily budget, and Specify the start and end dates. 26 February 2015 Acquisio User Guide Page 17 of 85

19 After you create or select a campaign, there is a new Settings tab. This Settings tab contains 6 sub-tabs for more advanced settings: Basic, Advanced, Ad Scheduling, Geo Targeting, Language, and Devices. You can also edit your campaign settings directly from the Workbench. As you hover your mouse over any item/row, any setting that is highlighted in blue can be modified. The following basic campaign settings can be edited: Name, Status, Daily Budget, and Start and End Dates. Cross-Publisher Ad Group Creation The + Ad Groups button under the Ad Groups tab allows you to either enter one ad group per line or copy/paste multiple items from Excel. With Simple Mode, you can select multiple campaigns across publishers for your ad groups in the tree. Alternatively, you can simply input the campaign and publisher names for each ad group in Advanced Mode. When inline-editing your ad groups, the following basic ad group settings can be modified: Name, Status, and Default Bids. Cross-Publisher Keyword Creation Through the + Keywords button under the Keywords tab, you can enter one keyword per line or copy/paste multiple items from Excel. Which ad groups should we add the keywords to? With Simple Mode, you can select multiple campaigns across publishers or individual ad groups for your keywords. Alternatively, you can simply input the ad group name, campaign name and publisher name for each keyword in Advanced Mode. 26 February 2015 Acquisio User Guide Page 18 of 85

20 Figure 13 - Add new keywords in Simple or Advanced Mode. Keyword Expansion Tool Coming up with a list of keywords is not a simple task. We re making it easier with our Expansion Tool. Use our Expansion Tool to generate keyword ideas. You can concatenate three lists of words to create new keyword combinations. As well, you can include AdWords keyword ideas to further grow your list of concatenated keywords. Once you generate the keywords, you can see the average monthly search volume as well as the competition level. We even built in filters that you can customize based on these stats. Finally, select the keywords to add to an existing ad group. 26 February 2015 Acquisio User Guide Page 19 of 85

21 Figure 14 - Access the Keyword Expansion Tool through the Expansion Tools link in the Workbench. To generate a list of keywords: 1. From the Workbench, click the Expansion Tools button located on the top black bar. 2. Enter up to three lists of keywords for multiplication. With each Keyword Seed List, be sure to enter keywords one per line or comma-separated. 3. Click Filters if you d like to apply filters prior to generating the keywords. 4. Click Generate Keywords. Figure 15 - Filter keywords by Competition Level, Average Monthly Searches, and other options. 26 February 2015 Acquisio User Guide Page 20 of 85

22 To filter the keyword list by targeting: 5. To filter by location, click on the textbox below Locations. As you begin to type, you ll see suggestions. 6. Click on the + sign next to location to add it to your list of Selected Locations. 7. Add as many locations as needed. 8. Select the language(s) from the Languages dropdown menu. 9. Click Generate Keywords to apply the targeting. Figure 16 - You can filter the results by Locations and Languages. To add keywords to your ad groups: 10. Use the checkboxes to individually select keywords or use the checkbox in the header to select all Keyword Ideas. 11. Above the list of Keyword Ideas, select the Campaign, Ad group and Match type. 12. Click Select Keywords to add the keywords to the selected ad group. Figure 17 - Choose the Campaign, Ad group and Match type for the list of selected keywords. 26 February 2015 Acquisio User Guide Page 21 of 85

23 Cross-Publisher Ad Creation Similar to ad group and keyword creation, you can enter one text ad per line or copy/paste a list of text ads from Excel using the + Ads button under the Ads tab. Use Simple Mode to add your list of text ads to multiple ad groups across publishers or individual ad groups. Use Advanced Mode if you want to input the ad group name, campaign name and publisher name for each text ad. AdWords Dynamic Search Ads & Dynamic Ad Targets To add Dynamic Search Ads, under the Ads tab in the Workbench, click the + Ads button and choose Dynamic Search Ads. You can then proceed to add the ads. You can either enter one ad per line or copy/paste multiple items from Excel. With Simple Mode, you can select multiple ad groups across publishers for your ads in the tree. Alternatively, you can simply input the ad group, campaign and publisher names for each ad in Advanced Mode. To edit an existing Dynamic Search Ad, simply click on the ad to open up the ad side panel. Figure 18 - From the Ads tab, you can add Dynamic Search Ads and edit them like text ads. To add Dynamic Ad Targets, from the Dynamic Ad Targets tab, click on the + Dynamic Ad Targets button. You can then add Dynamic Ad Targets to one or more ad groups. You can also inline and bulk edit Dynamic Ad Targets as needed. From the Dynamic Ad Targets tab, you can also create and delete Dynamic Ad Target exclusions. You may also be interested in downloading the search terms and categories for selected targets report from the Export button. 26 February 2015 Acquisio User Guide Page 22 of 85

24 Figure 19 - Export Search Terms and Categories for selected targets from the Dynamic Ad Targets tab. AdWords Ad Extensions Statistics To view your AdWords ad extensions statistics, from the Workbench, click on the Ad Extensions tab (1). Figure 20 - Statistics for AdWords Sitelinks, Calls and Locations extensions are displayed in the Workbench. Under the Ad Extensions tab, you can view the statistics of your Sitelinks, Calls or Locations extensions (2). You can filter and select columns like you can on any other tab (3). Your ad extensions are displayed as the first column (4). We even display the ad that triggered the ad extension impression (5). 26 February 2015 Acquisio User Guide Page 23 of 85

25 Figure 21 - View your AdWords ad extension statistics including the ad that triggered the ad extension impression. Please, be aware that Acquisio reports performance statistics for each individual Sitelink or Call. This differs from what you may see on the AdWords UI where a click on one Sitelink/Call is counted for all Sitelink/Call displayed at the same time. AdWords Upgraded Location Extensions Management Please note: You must have a Google My Business account linked to your AdWords account in order to manage your upgraded location extensions. In the first phase of our support of ad extensions management in the Workbench, we re happy to offer full support of AdWords upgraded location extensions. From the Ad Extensions tab, when you click on the Locations tab, you ll see a Manage Ad Extensions button. From there, you can view your Account extensions, Campaign extensions, and Ad group extensions by clicking the corresponding tab. 26 February 2015 Acquisio User Guide Page 24 of 85

26 Figure 22 - Under the Ad group extensions tab, you can view your ad group location extensions as well as inline edit by clicking the location extension. After you have linked a Google My Business account, your addresses are eligible to show with any text ad in your account. If you want to assign addresses to particular campaigns or ad groups, you can set up filters. To filter your addresses from Google My Business at the campaign or ad group level: 1. From the Ad Extensions tab, click Locations. 2. Click Manage Ad Extensions. 3. If you want to filter addresses to a campaign, select Campaign extension. If you want to filter addresses to an ad group, click Ad group extension. 4. Click the + Extension button. 5. Choose the campaign you want to filter addresses to by clicking the + icon. If you re adding a location extension on the ad group level, choose your desired ad group as well. 6. Click OK to continue. You can edit the selected entities if needed on the next screen. 7. In the case of an ad group extension, choose either Use ad group location extension or Disable location extensions. 8. Choose to Show my ad with: a. All locations b. Locations matching filter c. Locations I pick 9. Choose to Show this extension on: a. All devices b. Desktop and tablet devices only c. Mobile devices only 26 February 2015 Acquisio User Guide Page 25 of 85

27 10. Click Save to finish. Figure 23 - Create an ad group location extension by completing the form. Google AdWords Shopping Campaigns and Product Listing Ads (PLAs) If you already have Shopping Campaigns in AdWords, import them to Acquisio and start viewing their stats right away. Give your clients a holistic view by including Shopping Campaigns in your reports! Please note that some of the settings related to campaign creation are basic and are part of the initial release. If you prefer building out your Shopping Campaigns at AdWords, a manual sync will import them to our platform, along with their stats. Leveraging your Google Merchant Center account, you can also create and edit Shopping Campaigns directly in the Workbench. To create a Shopping Campaign: 1. Under the Campaigns tab in the Workbench, click the + Campaigns button. 2. Complete the form: a. Choose Google AdWords as the Publisher, 26 February 2015 Acquisio User Guide Page 26 of 85

28 b. Select Shopping as the Campaign Type, c. Name your campaign, d. Load the settings from an existing campaign (optional), e. Select a campaign group (optional), f. Specify the status, g. Input your Merchant ID h. Choose your Country of Sale, i. Indicate the daily budget, and j. Specify the start and end dates. Figure 24 - Be sure to choose Campaign Type: Shopping 3. After you save the campaign, you are redirected to the Settings tab. This Settings tab contains 6 sub-tabs for more advanced settings: Basic, Advanced, Shopping, Ad Scheduling, Geo Targeting, and Devices. Edit your settings as necessary and then Save. 4. Proceed to add your ad groups with the + Ad Groups button under the Ad Groups tab. 5. Once an ad group has been created, click on it to add your Product Groups and Product Listing Ad to the ad group. You can subdivide your product inventory into product groups based on the product attributes you choose, such as Google product category, product type, brand, condition, item id, or custom labels. Then, set your bids for your product groups according to your advertising goals. To subdivide your product inventory: 1. After you click on the ad group, you are redirected to the Product Groups tab. A default All products category is displayed. Click on the + sign next to it to add your product groups. 2. Subdivide All products by a product attribute by choosing from the dropdown menu. Please note that the attributes displayed are dependent on the Country of Sale previously selected when creating a campaign. 26 February 2015 Acquisio User Guide Page 27 of 85

29 3. You can either select from the values displayed or manually add values. Custom attributes such as Brand, Item Id, and Product Type must be manually added. For attributes that you can select such as Category and Condition, you will be able to choose from a list. a. To manually add values, select the attribute from the dropdown menu and then click or add values manually. Enter one value per line. Click Add Values to add to your list. b. To select values from a list, choose the attribute from the dropdown menu. If it displays values, then click the + sign next to the value to add it to your list. 4. Click OK to finish. 5. Your new product groups are now added along with an Everything else in All products category. 6. You can further subdivide your product groups as needed. 7. At any time, you can set the Max CPC for each product group. Figure 25 - Add values manually Figure 26 - Select values from a list To edit a Product Listing Ad: 1. Once you re in an ad group, click on the Ads tab. 2. Click on the Ad. 3. A window opens on the right on which you can add/edit the Promotion Line. 4. Click Save. 26 February 2015 Acquisio User Guide Page 28 of 85

30 Figure 27 - Once an ad group is selected, you can then edit the PLA from the Ads tab. Bing Ads Product Ads If you have Product Ads in Bing Ads, import the campaigns to Acquisio. If a campaign containing Product Ads exists in Acquisio already, then sync the campaign in the Workbench. You can then start viewing the stats in the Workbench as well as in your reports. Figure 28 - View your Bing Ads PLAs directly in the Workbench Pending Changes Queue Too much excitement to contain? Well we don t want you to go overboard with the edits so we added a Pending Changes queue. To reduce the risk of errors, as you modify items in the Workbench, the changes are saved in a queue. This queue holds all of your change requests until you ve had a chance to look them over. Once you click on the Pending Changes queue displayed on the top right of the screen, you can review, alter or apply additional changes, and then post the changes when you re ready. If you 26 February 2015 Acquisio User Guide Page 29 of 85

31 change your mind, you can also revert or undo the changes with just one click. Don t worry about what you can and cannot do; we ll verify whether the changes break any rule before we submit them to the publishers. To review changes in the Pending Changes queue: 1. After you have applied your changes, the Pending Changes queue at the top right of the screen is updated to display the number of pending changes. Click on it to see all of your changes. 2. From this view, alter your existing changes or apply additional changes by following the same steps as outlined above for inline and bulk editing. 3. To undo a change, select the item with the checkbox and then click Revert. Note: the keyboard shortcut Ctrl + z will also undo selected changes. 4. Click Post Changes to post changes to the publisher(s). Nobody can be perfect all the time so we ll run your changes through a series of validation tests. Before you post your changes, you should check to see if there are any changes that are invalid. When you re in the Changes Queue view, the navigation tree on the left is replaced with a list of changes by level. Figure 29 - Click on a number on the left to isolate those changes in the view. Search Queries Note: The Search Queries feature is limited to accounts using the Acquisio Tracker. You can build extensive lists of keywords, but what are your customers actually searching for? Leveraging the accuracy of the Acquisio Tracker, you can quickly see what search terms are triggering clicks and conversions in your campaigns. Moreover, you can act on that information by adding those search terms as new keywords or negatives. To access your Search Queries, click on the Search Queries tab at the top of the Workbench. The number of results displayed can be controlled in many ways. Initially, if All Campaign Groups is selected in the navigation tree at the left of the screen, the report will contain tracker information for all publishers and 26 February 2015 Acquisio User Guide Page 30 of 85

32 campaigns in the client account. Navigating down the tree to a specific campaign or ad group will restrict the search query report to only that entity. Figure 30 - Drill down to the appropriate level to see the Search Queries for the selected entity. Customizing the View The Search Queries view can be modified in exactly the same way as any grid in the Workbench. You can sort the data by clicking on a column header and you can select which columns to display in the view. 26 February 2015 Acquisio User Guide Page 31 of 85

33 Figure 31 - Customize your view with Search Query Metrics. Additionally, the View bar allows you to apply filters to the view that helps you zero in on your most interesting queries. Figure 32 - Apply filters to your search queries. Please note: Search Queries can show up to sixty days of historical data. The exact period can be controlled using the date picker at the top of the screen. The Action Column If you take action on a search term, either adding it as a new keyword or a negative, the Action column will show you that the search term was added during the session. This allows you to keep track of your progress as you analyze the report and take action on the queries. 26 February 2015 Acquisio User Guide Page 32 of 85

34 Adding Search Terms as New Keywords Using the checkboxes in the Search Queries grid, select as many queries as you desire and click the +Keywords button. The Create New Keywords screen will suggest that the search terms be added as Exact Match keywords in the ad groups where the clicks occurred. But you can change them. In fact you can edit anything! Figure 33 - Edit the keyword as necessary including its match type. If you want to modify the keyword text slightly, just click it and change the text or match type. You can place the new keyword in a totally different campaign or ad group as well. New keywords will automatically use the default Max CPC of the ad group, and the Destination URL of the creative, unless you add one at this time. Tip: If you have two publisher accounts with similar campaigns, you might want to add the same search term to AdWords and also at Bing Ads. When you duplicate a keyword, you can select the publisher from the drop down, then the campaign and finally the ad group. Adding Search Terms as New Negatives The process of adding new negative keywords based on search queries is similar to adding new keywords. The only exception is that you cannot edit the Max CPC or Destination URL. Figure 34 - Edit the negative keyword as necessary including its match type. 26 February 2015 Acquisio User Guide Page 33 of 85

35 If only one word in the search term is invalid for your campaign, you can edit the text and keep only the single term you wish to use as a negative. Set the match type as you desire and change the ad group and campaign as well if you like. Note that you can create a campaign-level negative by selecting the campaign name and then choosing [All] for the ad group. Negative Keywords They say there is always a positive to every negative. The opposite is also true. For your list of keywords you can add your negative keywords. Manage your negative keywords at both the campaign and ad group levels directly in the Workbench. Campaign-Level Negatives At the campaign level, you can view the existing campaign-level negatives, add new ones as required, or delete them if you prefer. You can also select the entire list of negatives and copy them to the clipboard so they can be pasted into other campaigns or even a spreadsheet. To add new campaign-level negative keywords: 1. In the Workbench, drill down to a campaign. 2. The Negatives link next to the Conv. Paths link is activated, click on it. 3. Click Add. 4. Enter one negative per line or copy/paste multiple items from Excel. 5. Click Save to add your negative keywords to the Pending Changes queue. Figure 35 - Add new negative keywords one per line or copy/paste multiple from Excel. 26 February 2015 Acquisio User Guide Page 34 of 85

36 To edit an existing negative keyword or its match type, just click on it and the negative will appear in edit mode. Match types can be changed through a pull down menu, or by editing the standardized keyword decoration characters. Figure 36 - Click on a negative keyword to activate edit mode. Ad Group-Level Negatives If you drill down to the ad group level and click on the Negatives link, you will be able to add new negatives to the ad group, or to the parent campaign. Using the clipboard copy/paste function, you can easily move negative keywords from the ad group to campaign level, or vice versa. Figure 37 - From the ad group level, you can add new negatives to the ad group or campaign. 26 February 2015 Acquisio User Guide Page 35 of 85

37 Manual Sync It is always best to work directly in our platform, but in case you forget and you make changes outside of our platform, then you need to simply sync the campaign and we ll update your campaign to reflect the changes. You can manually sync your campaign from the Workbench. To launch a manual sync, select one or multiple campaigns from the Campaigns tab with the checkboxes and then click the Sync button right below the View bar. Figure 38 - To synchronize your campaigns, under the Campaigns tab, select the campaigns and then click 'Sync'. 26 February 2015 Acquisio User Guide Page 36 of 85

38 KPIs Key Performance Indicators, or KPIs, are a key part of our platform. Being able to track your accounts performances based on their individual targets allows you to optimize performance based on objectives, rather than absolute values. As you re reviewing the performances of your various accounts in the Client Center, you can also compare monthly KPIs across accounts. You can sort and filter accounts based on KPI performance, which allows you to pinpoint accounts that require immediate attention. Figure 39 - Sorting by a KPI (e.g. Spend to date) allows you to see at a glance which accounts are performing well and which are falling short. 26 February 2015 Acquisio User Guide Page 37 of 85

39 KPI Dashboard To benefit from KPI monitoring, you need to set up your KPIs. KPIs are added and edited in the KPI Dashboard, which you can reach via the Workbench. Figure 40 - Enter and edit your KPIs by first accessing the KPI Dashboard from the Workbench. Building your first KPIs There are three levels that you can set KPIs: Account, Publisher and Campaign. New accounts will have no KPIs set up. When you access the KPI Dashboard, you are invited to build your first KPI typically account-level KPIs, but you may also want to be more granular and create publisher-level or even campaign-level KPIs. Please note: Only account-level KPIs can be viewed in the Client Center. Figure 41 - KPIs can be created at the Account, Publisher and Campaign levels. 26 February 2015 Acquisio User Guide Page 38 of 85

40 Account KPIs An account-level KPI contains all campaigns (present and future) within your account and has a monthly recurring cycle. The metrics added at this level will be available as columns in the Client Center, which allows you to compare KPI performance between accounts. Publisher KPIs You can have multiple publisher-level KPIs, allowing you to track performance for all campaigns within one publisher, or you can aggregate multiple publishers for different consolidated views. Campaign KPIs Campaign-level KPIs behave similarly, however you can select a specific set of one or more campaigns across multiple publishers that you wish to track. Setting up KPIs When setting up your KPIs, four elements need to be configured: 1. Name 2. Recurrence 3. Scope 4. Metrics Figure 42 - Set your objectives by specifying the (1) Name, (2) Recurrence, (3) Scope, and (4) Metrics. 26 February 2015 Acquisio User Guide Page 39 of 85

41 With the exception of Account KPIs, which is always monthly, the recurrence can be set to weekly, monthly, or one time only (with a specific start and end date). Your scope options will vary based on the level of KPI selected and ultimately allows you to determine the scope of campaigns being tracked by this KPI. For all levels of KPIs, we recommend using five KPI metrics (maximum 15) to set and track your targets for each metric. Editing KPI Targets There are two ways to edit your KPI targets: 1. From the KPI Dashboard in the Workbench 2. In-line from the Client Center Figure 43 - Edit your KPI targets from the KPI Dashboard or directly in the Client Center. From the KPI Dashboard, you can edit any of your KPI targets. In the Client Center, you have quick access to editing account-level KPI targets. 26 February 2015 Acquisio User Guide Page 40 of 85

42 Report Center Report Manager The Report Manager is your main access point to reports. Here, you have a cross-account view of your reports with sort and filter options. That s right! All reports from all accounts, all in one location. You can edit the properties (name, description, and sharing), as well as take action on report templates (schedule, duplicate, and delete). Report Scheduler In addition to fantastic-looking reports, Acquisio offers the ability to schedule reports to be automatically ed to a list of recipients of your choosing. From the Report Manager screen, you can view whether a report is scheduled or not. Figure 44 View and edit the schedule as you browse through your list of templates in the Report Manager. From the Report Manager, simply click on the schedule indicator (1) to create or edit a report s schedule. Once a report is scheduled, it is sent to all accounts it is shared with. Schedule a report To schedule a report, click Enable Schedule. The following three settings need to be defined: 1. Start date when the schedule is to begin. End date is optional. 2. Frequency can be set to Monthly, Weekly or Daily. Once you have selected the frequency, additional options are available such as Day of Week or Day of Month. Monthly reports have the added option to avoid sending on weekends. It is then sent on the Monday following the weekend. 26 February 2015 Acquisio User Guide Page 41 of 85

43 3. Recipients enter all recipients addresses. Figure 45 - After you Enable Schedule, specify the dates (1), frequency (2) and recipients (3). Figure 46 - Recipients are set per account. Separate addresses with commas. Agency Extranet Extranet users have secured access to HTML5 interactive V2 reports from a fully white-labeled UI white labeled URL and agency logo. Agency Extranet provides password-protected access to reports, typically given to your advertisers. 26 February 2015 Acquisio User Guide Page 42 of 85

44 In this example, we will access the Acquisio Demo agency at acquisiodemo.clientcampaigns.com. Figure 47 - Notice the white-labeled URL (1) and agency logo (2) if available on the login page. Once logged in, your users will be able to: 1. Select an account if they have access to more than one account, 2. Sort the reports by name or last modified date, 3. Select a report, 4. View an archive of past reports, 5. Trigger presentation mode (only available for v2 reports), and 6. Sign out. Figure 48 - Features available to an Extranet user. 26 February 2015 Acquisio User Guide Page 43 of 85

45 Posting reports to the Extranet To post a report to the Extranet, all you need to do is turn ON the Extranet switch (1) displayed next to a report in the Report Manager. Figure 49 - Click on the Extranet switch to turn it ON. Inviting Extranet users To grant a new user access the Extranet: 1. Open the side navigation panel. 2. Select Admin Settings. Figure 50 - Access Admin Settings from the menu. 26 February 2015 Acquisio User Guide Page 44 of 85

46 3. Click on the edit link next to Access Rights. Figure 51 - Choose Access Rights. 4. Click Invite new people. Figure 52 - View current list of users as well as invite new users. 5. Enter your Extranet user s information. 6. Give this user Extranet access to the appropriate accounts. Figure 53 - Choose which accounts to give access to Agency Extranet. 26 February 2015 Acquisio User Guide Page 45 of 85

47 Create a new client report template To create a brand new report template, you begin by clicking the New Template button on the top right of the Report Manager. You will then need to choose your report type. Figure 54 - Once you choose a report type, then creating the report is the same. One-to-Many Templates One key differentiator of the New Report Center is the addition of template types. You are already familiar with custom report templates highly customized report templates meant for individual clients. All report templates in Acquisio V1 are custom. Now, we also have multi-account report templates. These report templates can be shared with multiple or even all your accounts. The reports automatically update with the appropriate account logo and dataset. All edits you make to this type of report template affect all accounts it is shared with. 26 February 2015 Acquisio User Guide Page 46 of 85

48 Report Properties When you create a new report template, you need to provide some information: 1. Name 2. Description optional. 3. Shared With specify which accounts you want to share this template with. Figure 55 - Specify your report properties to create a report Agency Reporting Acquisio is introducing Agency-Level Reporting the ability to build a report on the performance of your entire portfolio of accounts. Heads up! This feature is only available to Agency Administrators. If you have Admin access rights, you will see an Agency Templates tab (1). Figure 56 - To view and build agency reports, go to the Report Center. 26 February 2015 Acquisio User Guide Page 47 of 85

49 We have taken the liberty of pre-loading a Best Practice Agency Report in all agency accounts. Click on the report (2) to open it or create a new one from scratch (3). Figure 57 - View the Best Practice Agency Report or create a new template. If you open the Best Practice Agency Report, you ll see that the report is packing an awful lot of reporting goodness: Figure 58 - First part of Best Practice Agency Report. 26 February 2015 Acquisio User Guide Page 48 of 85

50 We surface statistics like CTR, Conv. Rate, Cost/Conv., and Average CPC across all of your accounts. We re also introducing the all-new Agency Revenue metric. Agency Revenue is calculated based on media spends. We use each account s mark-ups to calculate how much revenue each account has contributed to your agency s top line. If you want to add additional report components, click on Add Component (4), a side panel will open with a selection of report components for you to use (5). Figure 59 - Select report components to add to your agency reports. You can choose from favorites such as: Executive summary Header Image Rich Text Editor Excel Grid Google Doc Grid Line/Column Charts Pie Charts We re also introducing relatively new components such as Top Accounts and Pivot Tables at the agency level. 26 February 2015 Acquisio User Guide Page 49 of 85

51 From the Report Editor, you can edit the Style of your report, trigger presentation mode, export the data to Excel in CSV format and Publish to share this report within your agency (all described below). Please note: Scheduling and posting to Extranet are disabled for agency-level reports. We will leave it up to you to explore the Best Practice Agency Report and leverage it in the way that is most relevant to your agency. So dig in! Report Editor Whether you re editing an existing report template or creating a new one from scratch, you do it all through the Report Editor. Starting with a blank template, begin by selecting your primary date range (1), then it s about adding components (2), and style (3). Figure 60 - Build a report template by choosing a date range (1), adding components (2), and customizing style options (3). 26 February 2015 Acquisio User Guide Page 50 of 85

52 Report Components You build report templates by adding report components. Report components are categorized into different types, but adding a component is the same. Simply choose the component and then you re able to customize it while looking at a preview as you apply changes. Content Executive Summary: Summarize account performance with a custom executive summary. Header: Start your report off with a Header, which allows you to insert your agency or account logo, or both, as well as enter a title for your report. Image: Customize your report by uploading an image from your computer or through a URL. KPI Details: Include your account-level KPI details in your report. Rich Text Editor: To add text, use our Rich Text Editor. Like any rich text editor, you can alter the font size as well as bold, italicize, underline, highlight, justify, etc. If spelling is not your strong suit, we even embedded a spellchecker in the Rich Text Editor. Tip: Add a hyperlink to direct your viewer to another published report. Graphs Illustrate performance with a Bar Chart, Channel Performance, Client Account Performance, Entity Line Chart, Entity Pie Chart, Metric Performance, Pie Chart, Publisher Account Performance, and Publisher Performance graph. For a Metric Performance graph, you can choose between line, column and bar charts. Grids Of course, with graphs, you must also have data grids. We went all out here. We have grids based on channels, publisher accounts, publishers and time intervals (called Summary Grid). In addition, we have top entity grids: Top Ad Extensions, Top Ad Groups, Top Ads, Top Campaign Groups, Top Campaigns, Top Interests, Top Keywords, Top Placements, Top Remarketing Lists, and Top Topics. If that wasn t enough, you can also create Pivot Tables. You can provide your clients with more detailed reports on the Google Display Network (GDN) with these top grids: Top Interests, Top Placements, Top Remarketing Lists, and Top Topics. Categorized Pivot Table Having lots of data is great but being able to organize the data in a meaningful way is even better. To expand the ways you can group data in a pivot table, we re introducing the categorizer. The categorizer allows you to group entities, like Campaign Name and Ad group Name, based on user-defined categories and display the consolidated results in a pivot table. You define match terms and the entities that contain these terms in their names will be grouped together. 26 February 2015 Acquisio User Guide Page 51 of 85

53 To build a categorized pivot table: 1. From the Report Editor, click Add Component. 2. Scroll down to the Grids section and click on Pivot Table. 3. Choose Channel Search, Social or Display. The channel determines the columns available for data grouping. 4. Change the Title as necessary. 5. You can continue to use the report date range, or uncheck and select a new one. 6. If you are building a 1-to-many accounts report, keep the Scope as Whole Account. If you have a 1-to-1 account report, you can filter by Campaign Scope. 7. Choose which metrics to show. 8. Define how you want to group the data with the Group By option. To use the categorizer, select Category. 9. Choose the column to categorize by. 10. If you have a saved categorizer you d like to apply, choose it from the Use Categorizer dropdown menu. 11. To create a new categorizer, click + add new next to Categorizer Actions. Figure 61 - Build a pivot table 12. Give your categorizer a descriptive name. 13. Define each grouping by specifying single or comma-delimited terms to match, followed by a label for the group. 26 February 2015 Acquisio User Guide Page 52 of 85

54 Note: If you have a term to match that could apply in multiple groupings, it will be placed in one grouping. For example, if one of your groupings includes the word paid and another grouping includes the word search, anything with the term paid search will only appear in the grouping with the higher priority, meaning the grouping that is higher up on the list. You can order your different groupings by using the dotted rectangle on the left of each row. 14. View the items to be included in the list by clicking the item list arrow on the right. 15. Choose whether or not to include other items in a separate group, that don t correspond to any of the defined terms to match. If you choose yes, a new other category will be created with the remaining data. 16. Check the box at the top if you want to limit the categorizer to the current client account. If the terms are generic enough that they can be used across your different accounts, leave this option unchecked, so that you can reuse the categorizer in other accounts to save time. 17. Click Add/Update Categorizer to save. Figure 62 - Create/edit a categorizer 18. Add additional groupings as necessary. 19. Filter if you want to show a subset of data. 20. Click Add to Report to finish. For more information on creating a categorized pivot table, watch the video here: 26 February 2015 Acquisio User Guide Page 53 of 85

55 External Data If you want to add your own grids, you can copy and paste using the Excel Grid feature or you can reference a published Google Doc Grid! Any update made to the Google doc is then reflected in the Acquisio report. Facebook For 1-to1 account reports, you can also the Facebook Ads component to showcase your Facebook campaign s performance in your reports. Legacy For anyone familiar with V1 reports, we have migrated over Adwords Segment Click Type Grid, Adwords Segment Device Grid, Adwords Segments Line Chart, and Campaigns by Campaign. Report Themes You know in business, presentation is everything. Customize your report colors by choosing from four standard themes or completely brand your reports by adding your own themes! Go even further by choosing from a list of pre-selected fonts. Presentation Mode This is really cool! Think about it. You re meeting a client at their office. Impress them with presentation mode a full-screen landscape slideshow of your report where each report component is on its own slide. Export to CSV Most report components can be exported to Excel. Report Scheduler Once you re finished creating your report template in the Report Editor, free yourself by scheduling the report to be ed to you or your clients. For added convenience, you can also immediately view and edit the schedule as you browse through your list of templates in the Report Manager (described earlier). Publish When you publish, a static version of the report is available. You can then share the report through a unique and secure URL. As you or your client views the report, you can also go into presentation mode. After you publish a report in the Report Editor, you can Download PDF to save a copy of the report for future use or send to clients. Report Mini-View To give you a holistic view of your report in the Report Editor, you can show mini-view. Just like PowerPoint! You can even use this zoomed-out view to scroll within your report template. 26 February 2015 Acquisio User Guide Page 54 of 85

56 International Support By specifying a language and country for a client account, you control the appearance of monetary values, numbers and dates. As well, you can translate your report based on the labels specified in Admin Settings Labels & Translations. Report PDF Customizations For all PDF lovers, you can make your reports even better with the following options: Insert page breaks wherever you want o Add a page break above a report component with the insert icon in the component toolbox. Figure 63 - You can insert a page break through the component toolbox. Automated page break in data grids o If a data grid spans more than one page, the title, date and column headers are repeated on the top of each page the data grid spans. o If a data grid has a summary row, it will only appear after the last section of the grid is displayed. Download PDF from Extranet o Extranet users can generate a PDF version of a report at any time with the Download PDF button at the top of the screen. Control of font sizes in the Rich Text Editor o To allow you to further customize your text in the Rich Text Editor, you can now adjust the font size. To further improve the layout of your PDF reports, you define the following properties in a section under Style called PDF: Display pagination 26 February 2015 Acquisio User Guide Page 55 of 85

57 o You can include the page numbering on the bottom of each page. You can even exclude the numbering on the first page if you want to use the first page as a cover page. Set page orientation Portrait or Landscape Set paper size Letter, A3, A4, or Legal Set PDF margins Normal, None or Narrow Figure 64 - Customize your PDF settings through the Style section. 26 February 2015 Acquisio User Guide Page 56 of 85

58 Settings Manage Accounts The Manage Accounts section provides an overview of your accounts and their settings, such as linked publishers, currency, and language. This is also where you create/add and delete accounts. Figure 65 - See an overview of your accounts in Manage Accounts. In order to onboard a new account, simply click on + Add Client Account. Name the account, then select a language, country and currency. The latter three settings control many aspects of your reports for that account, such as date format, currency, metric labels, etc. Figure 66 - Enter name and settings for new account. 26 February 2015 Acquisio User Guide Page 57 of 85

59 Once you have created an account, click on to immediately link a publisher account. If you want to add a new publisher account to an account that has other publisher accounts already linked, then just click the button. You are then directed to the Publishers section where you can link, unlink and delete publisher accounts. Master Authentication/MCC Acquisio now uses OAuth as a secure method to access Google AdWords and Bing Ads on your behalf. Acquisio introduces the concept of Master Authentication/MCC. Think of it as an MCC for your MCCs you can connect multiple MCC accounts to it. It will simplify the way you add publishers and new accounts in the future while providing maximum security for your credentials. IMPORTANT DEADLINE NOTICE All Google AdWords and Bing Ads publisher accounts must be migrated prior to July 11, After this deadline, Acquisio will no longer be able to fetch stats from these publishers unless the migration is done. Upgrading Authentication/MCC To migrate your accounts to OAuth authentication, you have two options: (1) Automated Migration or (2) Custom Migration. Automated Migration is best for agencies with a large number of accounts linked with a limited number of Google AdWords credentials. We recommend this method as it tends to significantly reduce the time required to upgrade your credentials to OAuth. Custom Migration is most appropriate when more than 25 separate credentials were used to link your AdWords accounts to our platform. While this method is the simpler of the two, it does tend to require a bit more time to complete. Automated Migration (RECOMMENDED) For agencies with a large number of accounts linked with a limited number of Google AdWords credentials, upgrade your credentials to OAuth with our migration wizard following these four easy steps outlined below. IMPORTANT NOTE: In order to migrate your Bing Ads accounts, you will need to have a Microsoft account; legacy Bing Ads credentials will no longer work with OAuth. If you do not already have a Microsoft account, create one here: 26 February 2015 Acquisio User Guide Page 58 of 85

60 Step 1: Open the side menu (1), go to Settings (2) and select Manage Accounts (3). Figure 67 - Access Manage Accounts through Settings in the menu Step 2: Select the Master Authentication/MCC tab (4) and click on Upgrade Authentication/MCC (5). Figure 68 - Upgrade Authentication through the Master Authentication/MCC tab Step 3: The wizard will scan all of your current publisher accounts, group them, and suggest a Master Authentication/MCC to link them to. If you have publisher accounts that are not linked via an MCC account, the wizard will help you migrate them to OAuth as well. 26 February 2015 Acquisio User Guide Page 59 of 85

61 You can create a new Master Authentication/MCC (6) or add the publisher accounts to an existing Master Authentication/MCC (7) (where applicable). Figure 69 - Choose an existing Master Authentication/MCC or create a new one Step 4: Click on the Migrate to OAuth Authentication button and a pop-up window* to create your secure authentication to Google AdWords or Bing Ads will appear (see below). *IMPORTANT NOTE: Enable pop-ups on your browser. Figure 70 - Choose an account Select the Google or Bing account associated with your MCC and you re done! 26 February 2015 Acquisio User Guide Page 60 of 85

62 Custom Migration If more than 25 separate credentials were used to link your AdWords accounts to our platform, follow these steps to individually upgrade your accounts. Step 1: Open the side menu (1), go to Settings (2) and select Manage Accounts (3). Figure 71 - Access Manage Accounts through Settings in the menu Step 2: Select the Master Authentication/MCC tab and click on Link New Master Authentication/MCC (1). Figure 72 Link New Master Authentication/MCC through the Master Authentication/MCC tab 26 February 2015 Acquisio User Guide Page 61 of 85

63 Step 3: Select the Publisher (Google AdWords or Bing Ads) (2) and enter a Display Name for this Master Authentication/MCC (3). Then click on Link Master Account (4) and a pop-up window* to create your secure authentication to Google AdWords or Bings Ads will appear. *IMPORTANT NOTE: Enable pop-ups on your browser. Figure 73 - Link New Master Account Select the Google or Bing account associated with your MCC. Figure 74 - Choose an account 26 February 2015 Acquisio User Guide Page 62 of 85

64 Step 4: To associate your publisher accounts to the newly created Master Authentication/MCC account, click on Publishers (A). Notice the publisher accounts that have Not associated listed. Click on Associate (B), which will prompt you to select the Master Authentication/MCC account of your choice (C). If your accounts were not linked via an MCC, simply click on the Link button (D), which will open the OAuth pop-up window to authenticate your publisher account. Lastly, use the account selector (E) to move on to the next account you wish to migrate. Repeat Step 4 for all other accounts. Figure 75 - Associate or link a publisher account 26 February 2015 Acquisio User Guide Page 63 of 85

65 Publishers Adding Publisher Accounts Once you have upgraded your credentials to the new Master Authentication/MCC, linking and managing publishers is a breeze. If you re using a Master Authentication/MCC, follow these steps to add a new publisher account: 1. From the Publishers screen, click the + Publisher Account button. 2. Select a Publisher (Google AdWords or Bing Ads). 3. Select the Master Authentication/MCC of your choice. 4. Choose a Google AdWords or Bing Ads account from the list of linked accounts. 5. Enter a Publisher Account Name to identify it. Figure 76 - Steps to add a publisher account using Master Authentication/MCC Once the link has been established with the selected publisher, you can then import your campaigns from the Import Campaigns tab. You can group the campaigns into Campaign Groups, which act as cross-publisher folders for your campaigns. 26 February 2015 Acquisio User Guide Page 64 of 85

66 If you re not using a Master Authentication/MCC, follow these steps to add a new publisher account: First, identify the Customer ID of the AdWords account you want to link to Acquisio. AdWords Customer IDs have the xxx-xxx-xxxx format this is found at the top right within AdWords. To link a Bing Ads account, you ll need the Account ID or Account number, which can be found under Accounts & Billing within Bing Ads. 1. From the Publishers screen, click the + Publisher Account button. 2. Select a Publisher (Google AdWords or Bing Ads). 3. Select None for Master Authentication/MCC. 4. Enter a Google AdWords or Bing Ads account ID. 5. Enter a Publisher Account Name to identify it. Figure 77 - Steps to add a publisher account without Master Authentication/MCC Once the link has been established with the selected publisher, you can then import your campaigns from the Import Campaigns tab. You can group the campaigns into Campaign Groups, which act as cross-publisher folders for your campaigns. To add a Yahoo! Japan account: 1. From the Publishers screen, click the + Publisher Account button. 2. Select Yahoo! Japan as the Publisher. 3. Enter a Publisher Account Name to identify it. 4. Complete the form by adding your Account ID, Application Account ID, and Application Account Password. 5. Click Add Publisher Account to finish. 26 February 2015 Acquisio User Guide Page 65 of 85

67 Figure 78 - To add a Yahoo! Japan account, choose Yahoo! Japan as the Publisher and complete the form. To add a Yahoo! Japan Display Ad Network account: 1. From the Publishers screen, click the + Publisher Account button. 2. Select Yahoo! Japan Display Ad Network as the Publisher. 3. Enter a Publisher Account Name to identify it. 4. Complete the form by adding your Account ID, Application Account ID, and Application Account Password. 5. Click Add Publisher Account to finish. Figure 79 - To add a Yahoo! Japan Display Ad Network account, choose Yahoo! Japan Display Ad Network as the Publisher and complete the form. 26 February 2015 Acquisio User Guide Page 66 of 85

68 Importing Campaigns You can import your campaigns at any point via the Import Campaigns screen (1). Figure 80 - Go to Publishers (on the side menu) to import campaigns. If you want to import campaigns in another client account, choose the account from the account selector at the top first. Then continue with the Import Campaigns tab. From there, you have two ways of importing campaigns: 1. Bulk select campaigns to group into Campaign Groups this allows you to group campaigns in Campaign Groups/folders of your choice. 2. Use drag and drop to group campaigns in Campaign Groups this allows you to group campaigns in Campaign Groups/folders of your choice. Figure 81 - Choose how to import/group campaigns Click on Import Campaigns to Groups (3), which will save your groupings and sync the data for your selection. Remember, you can always come back to re-organize your campaigns at any time. 26 February 2015 Acquisio User Guide Page 67 of 85

69 Acquisio Tracker You understand the importance of having an online presence but in today s economy, no one can afford to blindly dump money into an ever-evolving digital landscape. Campaign management is both a science as well as a study in mathematics that requires careful measurement and shrewd analysis. You need to track how your advertising dollars result in sales, leads and other valued markers of performance. We re happy to introduce the Acquisio Tracker, a unified tracking technology for your online paid search and social campaigns. With numerous customizations, you can track anything from lead generation to ecommerce campaigns. Conversion tracking provides you the ability to track conversion events such as purchases, sign-ups, and subscriptions. The Acquisio Tracker tracks standard parameters such as event counts, revenues, geolocations of conversions, but also has the ability to track custom parameters tailored to your unique needs. What s more is that our Tracker compiles conversion data according to three attribution models (last click, first click and custom attribution) all at the same time. Conversion events are automatically counted and totaled but can also be tracked individually in user-selected fields. Through our detailed Conversion Path report, you can view the exact path that led to a conversion. The Acquisio Tracker also tracks search queries (discussed in detail below) that can be used for keyword expansion. Acquisio Tracker Setup Before you can start to leverage these great features, you need to set up the Acquisio Tracker. Tracker configuration can be separated into five categories: (1) Basics, (2) Conversion Events, (3) Filters, (4) Attribution Model, and (5) Encoding. Basic setup includes setting your conversion attribution period, deduplication window and your client s time zone. Once basic setup is complete, you can create one or many conversion events and generate the associated conversion tags. Tracking is performed through a combination of URL encoding and the deployment of universal and conversion tags on the client s website. You can also add filters for site testing, configure your custom attribution model, and of course, activate the URL encoding. 26 February 2015 Acquisio User Guide Page 68 of 85

70 Acquisio Tracker Configuration To access the Acquisio Tracker configuration screen: 1. Click on the Acquisio logo ( ) located on the top left of the New Acquisio platform. Hidden is a collapsible panel that is used as a portal to the different modules. 2. Click on Settings icon ( ). 3. Select Agency (if applicable) and Account from pull down menu(s). 4. If the account does not have the Acquisio Tracker set up, click Add beneath Acquisio Tracker. Once the Acquisio Tracker has been set up, the Add button is replaced with a Configure button. Figure 82 - Choose Agency and Account to configure Acquisio Tracker in pull down menu. Basics Upon clicking the Add or Configure button, the Basics tab is displayed by default. Set your Attribution period, De-duplication window and Client s time zone. Figure 83 The Basics tab contains your Universal tag, and allows you to set the Attribution period, De-duplication window and the Client s time zone. 26 February 2015 Acquisio User Guide Page 69 of 85

71 Universal tag A snippet of JavaScript code that uniquely identifies your site and establishes a persistent cookie that tracks user movement through your site as well as third-party sites (if applicable). The Universal tag consists of a <script> tag that is normally placed on every page of your site (including pages that also have Conversion Data Variables and/or Transition Tags). Common practice is to place the Universal tag just above the </body> tag that closes the HTML document. Your client specific tag can be accessed at any time within the Basics tab. To obtain your Universal tag, simply click on the tag and copy this text for implementation on your website. Attribution period This time window is the number of days during which events leading to a conversion will be considered in the attribution path. The attribution period should be slightly longer than your sales cycle. A conversion window of 30 days is widely used by default. You may increase or decrease the time window to get a more accurate attribution. The maximum conversion window that can be set is 90 days. Example: If you select a period of 30 days, all events within 30 days prior to the conversion will be linked to the conversion. De-duplication window The de-duplication time window is the period of time during which duplicated conversions are not counted if the conversion tag does not use a transaction ID. It removes unwanted duplicated conversions from the campaign statistics. Please note: Conversions with different transaction IDs will not be de-duplicated. Example: If you select a two minute de-duplication window and we received the same newsletter conversion twice in that time frame, it will be counted as a single conversion. Client s time zone A time zone must be selected to allow our Tracker to record the data to the correct time of day. We recommend that you choose the same time zone as the setting of your main publisher accounts. In the rare case where you have multiple publisher accounts with different time zones, we recommend that you line up the Tracker time zone with the time zone of your most active account. 26 February 2015 Acquisio User Guide Page 70 of 85

72 Conversion Events The Conversion Events tab is where you create and edit your conversion events, as well as generate your conversion tags that will be deployed on your website. Figure 84 - Create/edit your conversion events and generate your conversion tags. Create and Edit Conversion Events To create a new conversion event, begin by clicking the New Conversion Event button. The Acquisio Tracker supports an infinite number of events. Up to 20 conversion events can be tracked separately or aggregated in the standard Conversion and Attribution columns. Figure 85 - Give your conversion event a unique descriptive conversion name and code so you can identify it later on. Conversion Name: Give your conversion a name that is easy to understand. This is only for admin purposes. The name is editable. Conversion Code: The conversion code string will be used to track the conversion. Format is single character string, alphanumerical including _ and -, no spaces, 50 characters maximum. It is 26 February 2015 Acquisio User Guide Page 71 of 85

73 recommended to use a descriptive string, e.g.: product_sales, eletter, site-registration, lead_form, etc. Please note: The Conversion Code cannot be edited after it is created. Column Mapping Column mapping is optional. All conversion event counts and revenues are aggregated in the standard Conversion and Attribution columns. Column mapping allows you to track individual conversion events in selected dynamic columns. You can choose up to 4 different tracking metrics: First click count and revenue and last click count and revenue. Please note: Column mappings changes will take effect the day of the mapping and will not impact historical data. You can select the same custom columns for multiple conversion events if you want to combine the tracking data from selected sources in specific columns. Figure 86 - Track individual conversion events in selected columns. 26 February 2015 Acquisio User Guide Page 72 of 85

74 Generate Conversion Tag Individual conversion tags must be created for each conversion event you want to track. To generate a conversion tag, click the Generate tag button next to the appropriate conversion event. Figure 87 - Select parameters to include in your conversion tag. The Conversion Tag screen is made up of two sections. On the top half, you select parameters to include in your conversion tag. On the bottom, the conversion tag that you ll deploy on the conversion page is updated with each parameter you select. The tag is embedded with comments throughout to help your webmaster with the implementation. Please note: The conversion tag is not saved. You should always refer to the live tag from your website when debugging. The optional parameters include: Transaction Id: Sets the unique transaction/order ID. The Transaction Id can be used to pass the invoice number tied to the conversion back to your internal systems. Total: Sets the total value of the conversion. Do not include a currency symbol in the value. Currency: Sets the currency used in the conversion. Specify the currency if the currency used is different than the base currency in the account. The revenue will be converted based on the exchange rate on the date of the conversion. The format is ISO-4217 currency code. Tax: Sets the amount of tax charged on the conversion. Do not include a currency symbol in the value. 26 February 2015 Acquisio User Guide Page 73 of 85

75 Shipping: Sets the amount of shipping charged on the conversion. Do not include a currency symbol in the value. Units: Sets the total number of units for the conversion. If supplying items in the conversion, the value should be the sum of all items. Item: Called once for each item on the conversion. This parameter is comprised of a string of three separated values, representing the SKU (or description), its unit price, and the quantity ordered. Do not include a currency symbol in the unit price. Custom parameter: Add custom parameters to the conversion. Multiple custom parameters can be tracked at the same time. Custom parameter values are reported in the Conversion Path Report (described below). In order to give the Universal tag sufficient time to load the tracking JavaScript, the conversion tag must be embedded in its own <script> </script> block and placed after the Universal tag on the page. Please refer to the Acquisio Tracker Tag Implementation Guide for more information. Filters This feature allows you to filter out specific visitors IP addresses from your conversion metrics. Use this option to exclude any internal testing activity which would otherwise appear in your conversion data. Tip: An easy way to find your workstation s public IP address is to do a search in Google for get IP address. Your public IP address will be displayed at the top of the page. Please beware that the public IP address is typically the IP address of your entire organization. Adding it to the list will exclude conversion data from all users with the same public IP address. Figure 88 - From the Filters tag, simply insert the list of IPs to be ignored. 26 February 2015 Acquisio User Guide Page 74 of 85

76 Attribution Model All conversion events are aggregated in the standard Conversion and Attribution columns. The conversion data is simultaneously tracked based on three attribution models: Last Click model, First Click model and a Custom Attribution model. By default, the Custom Attribution model is mapped based on an equal weight/linear model where the revenue is distributed equally among the paid clicks. Figure 89 - Both the Last Click and First Click Models are always on, but you can also choose an extra model. Reminder: You can set dynamic columns to track individually First Click and Last Click for specific conversions. For more information, refer to the Conversion Events section above. Last Click Model: The Last Click model attributes 100% of the conversion value to the last paid click before buying or converting. This is the model used by the publishers. It doesn t put any value on any previous events that lead to the conversion. Based on this model, the following columns will be populated: Last Event Attribution Count and Last Event Attribution Revenue. First Click Model: The First Click model attributes 100% of the conversion value to the first paid click or event leading to a conversion. This model can help you understand which campaigns create initial 26 February 2015 Acquisio User Guide Page 75 of 85

77 awareness. For example, if your brand is not well known, you may value keywords or channels that first exposed customers to the brand. Based on this model, the following columns will be populated: First Event Attribution Count and First Event Attribution Revenue. Linear Model (default custom model): The linear model gives equal value to each event leading to a conversion. This model provides a more holistic view of how your campaign is behaving throughout the entire sales cycle. In this case, each touch point gets the same value throughout the sales cycle. This model might be used if your campaign objectives are to maintain contact and awareness with the customer throughout the entire sales cycle. Based on this model, the following columns will be populated: Introducer Count, Introducer Revenue, Influencer Count, Influencer Revenue, Closer Count, and Closer Revenue. Custom Model: A custom model gives the opportunity to design how the conversion value is divided between each event in the conversion path. It provides the same holistic view as the linear model but allows you to fine tune the value of each event. Attribution weight can be customized based on position and recency. Channels can also be given different weights. Based on this model, the following columns will be populated: Introducer Count, Introducer Revenue, Influencer Count, Influencer Revenue, Closer Count, and Closer Revenue. Custom Model Settings While three models are supported, only the custom model can be modified. By default, the extra model is set to linear model. You can, however, create a custom model by first clicking on the Custom Model radio button. You can create a brand new custom model ( ) or edit an existing model ( ) by clicking the appropriate button. Initially, the settings on the Custom Attribution Model Settings screen is based on linear distribution, but you can modify the click attribution, event recency and channel weight. Simply move the colored indicators to the position that best represents your attribution preferences. Be sure to save your model when you are finished. You can change a custom model at any time. All models are saved at the agency level so you can reuse a model in similar accounts. 26 February 2015 Acquisio User Guide Page 76 of 85

78 Figure 90 - Customize your Click Attribution, Event Recency and Channel Weight. Click Attributon: Decide how you want to attribute rewards across the various touch points that led to a conversion. Event Recency: Decide how you want to consider the recency of the various events that led to a conversion. Channel Weight: Decide how you want to weight different channel events that led to a conversion. Use values between 0 and 10. Zero meaning no weight is applied to a channel, while 10 means a lot of weight is applied to the channel. Encoding The sole purpose of the Encoding tab is to activate the URL encoding of your campaigns. Turning the URL Encoding to ON will start the Acquisio Tracker encoding of all your account s URLs. Publishers may pause your ads for editorial review so you may want to activate the encoding during a moment when your campaign is less active. Any future URL changes or additions will be automatically encoded. Please note: The destination URLs for all your ads will be encoded with the parameters required to track click activity. In addition, any existing destination URLs at the keyword level will also be encoded. To ensure all URLs are encoded at all times, we recommend that you create and modify all of your ads from our platform. Your ads can be easily created and edited inline through the Workbench as well as from the bulk tools. When you post your ads to the publisher, we automatically encode your URLs before we send them over to the publisher thus preventing any encoding delays. 26 February 2015 Acquisio User Guide Page 77 of 85

79 Figure 91 - Turn your URL Encoding ON by clicking the left button. Please note: Turning the URL Encoding to OFF will stop and remove the Acquisio Tracker encoding of all your account s URLs. Publishers may pause your ads for editorial review. You may decide to de-activate the encoding during a moment when your campaign is less active. Displaying Conversion Columns We have an abundance of columns in the Acquisio platform, some are imported directly from the publishers and some come from external sources. To view the data from the Acquisio Tracker, you must choose columns located under Conversions and Attribution. To display the conversion columns from the Acquisio Tracker: 1. Return to the Workbench by clicking on the Acquisio logo ( ). 2. Click on Workbench ( ). 3. In the View bar right beneath the tab for each level, click Columns. 4. Use the elevator on the left to look within the Conversions & Attributions column category. You can also type in the search field if you know what you re looking for. 5. Click Add next to each column you wish to add. 6. Once added, the columns will appear at the bottom of the list on the right. To rearrange the order of the columns, drag and drop using the dotted rectangle icons ( ). 7. To remove a column, click the X icon ( ) next to that column name. Note: There are certain system columns that are locked ( ) and cannot be deleted nor moved. 8. Click Apply to save settings. 26 February 2015 Acquisio User Guide Page 78 of 85

80 Figure 92 - Display Acquisio Tracker columns by adding columns from Conversions & Attributions. Columns are saved per user, account and level. The columns that you can enable are always contextual; only the columns for that level are available for picking. The following columns display tracking data provided by the Acquisio Tracker: Last Event Attribution Count: Conversion count based on the Last Click model. Last Event Attribution Revenue: Conversion revenue based on the Last Click model. First Event Attribution Count: Conversion count based on the First Click model. First Event Attribution Revenue: Conversion revenue based on the First Click model. The revenue in the following columns is attributed across all clicks based on the selected click chain attribution model either linear or custom attribution: Closer Count and Revenue: Last click before a conversion. Introducer Count and Revenue: First click of a click chain. These metrics will only include click chains of two or more events. Single click conversions will be recorded as closer events only. Influencer Count and Revenue: Any clicks in a click chain that occurs between the introducer and closer clicks. These metrics will only include click chains of three or more events. Clicks in a click chain of one or two clicks are accounted for in the introducer and closer events only. Number of Assists: The number of times the entity was clicked prior to a closer event. Number of Assisted: The number of times a conversion was preceded by clicks from other entities. 26 February 2015 Acquisio User Guide Page 79 of 85

81 Viewing Conversion Path Report The Conversion Path report is an exhaustive report, in.xlsx format, of the conversion events, tracked data and click events that led to each conversion. A Conversion Path report includes: ConversionID, Conversion URL, Timestamp, Event Type, Channel, Publisher, Campaign Group, Campaign, Ad Group, Keyword and Ad details, Search Query, Referrer URL, Role, Attributed Revenue, Revenue, Shipping, Tax, Currency, IP Address, Country Code, Region Code, City, and Cookie ID. To download a Conversion Path report: 1. Select your date range in the Date Picker. 2. Choose an entity (campaign group, campaign or ad group) in the data grid. 3. Beneath the breadcrumb above, click on Conv. Paths. Figure 93 - Click Conv. Paths link to download your Conversion Path report. Figure 94 - A segment of a sample Conversion Path report. 26 February 2015 Acquisio User Guide Page 80 of 85

82 Campaign Automation Campaign Automation allows you to automate bid and status changes at the keyword level through algorithms, while bid rules can run at both the keyword and ad group levels. Figure 95 - Campaign Automation Center where you can use an algorithm or create your own bid rules. Create a New Rule When you create a new rule, you can use predefined templates to quickly get started with your first rule, or if you feel inspired, go on and build your own rules from scratch. Simply follow the five easy steps to launch your rule! Ad Group Bid Modifier Rules Through the Workbench, you can inline as well as bulk edit your mobile bid adjustment. You can also create bid rules in Campaign Automation that adjust your Google AdWords and Yahoo! Japan mobile bid adjustments. When you create an ad group level rule, you can set the action to adjust the mobile bid adjustment in one of the four ways: Increase mobile bid adj. by (%) Decrease mobile bid adj. by (%) Set mobile bid adj. to Change mobile bid adj. by a factor of 26 February 2015 Acquisio User Guide Page 81 of 85

83 Step 1 From the main Campaign Automation screen, choose Create a New Rule. Please note: Algorithms do not change mobile bid adjustments. Step 2 Select your account, choose Ad Groups, and then click Free form (Advanced). Please note: Mobile bid adjustment rules can only be applied to Ad Groups. 26 February 2015 Acquisio User Guide Page 82 of 85

84 Step 3 Give your rule a descriptive name. Set up the schedule and ensure the distribution network is Search. Step 4 Choose your scope. Select the campaigns you want to include in the rule. Please note: Bid rules can adjust mobile bid modifiers for only Google AdWords and Yahoo! Japan ad groups at this time. 26 February 2015 Acquisio User Guide Page 83 of 85

85 Step 5 Define your If Then statements. Choose between one of the four mobile bid adjustment options. Step 6 Simulate rule to preview results. If results are not as expected, you can go back and adjust any of the settings in the previous steps. 26 February 2015 Acquisio User Guide Page 84 of 85

86 Step 7 You may activate your rule now or later and have it run automatically or in suggestion mode, which allows you to review changes before they are applied. 26 February 2015 Acquisio User Guide Page 85 of 85