Group manager of media products Cam Pegg, Sensis
To answer that question, Pegg first needed to understand the challenges of running a small business. “Our customers are good at doing their thing; they’re good at being plumbers or bookkeepers or florists,” says Pegg. “They don’t necessarily have the time … to really optimize their campaigns and get the most out of them.”
The “campaigns” to which Pegg refers are search engine marketing campaigns. Sensis is an SEM reseller, meaning it has partnered with both Google AdWords and Bing Ads to offer its customers the best of both worlds: a media product it calls “Sensis Search Ads.” When businesses buy Sensis Search Ads, Sensis brings those customers reinforcements in the form of “Campaign Managers,” who are SEM experts who set up and optimize businesses’ campaigns. Explains Pegg, “Our message to our customers is, ‘We’ll deal with all of the complexity of working out where the best place to put your ad is.’”
Where is the best place? To answer that question, Sensis relies on a company that uses algorithms designed by a rocket scientist. Acquisio is a comprehensive performance marketing solution that allows resellers, marketing agencies and other businesses to analyze campaigns’ performance, clone ads and manage budgets for thousands of accounts from both Google AdWords and Bing Ads. Some of its optimization tools, such as its unique bid and budget management (BBM) solution, are even automatic.
Others of its tools are standard search advertising features offered across AdWords and Bing Ads. Call Extensions, for example, allow businesses to display phone numbers directly in their search ads, letting customers either click to call or dial the number in the ad. Pegg calls Call Extensions “one of the key features” Sensis uses with its small-business customers. That’s not surprising, as using Call Extensions with Bing Ads generates 3 to 6% more clicks, on average.
Technology as advanced as Acquisio’s comes at a price — one that a company as big as Sensis can afford, but its customers cannot. “We can create the economies of scale that are needed to offer access to platforms like that to small businesses,” says Pegg.