A software provider that helps small businesses acquire customers online has itself been acquired.
No financial terms were released, but Web.com says the acquisition will give it access to the award-winning artificial intelligence technology Acquisio has made available to small businesses.
Founded in 2003 by CEO Marc Poirier and CTO Richard Couture, Acquisio has previously been backed by such Canadian investors as Emerillon Capital, Fonds de solidarité FTQ, Tandem Expansion Fund and Wellington Financial.
Their software helps small businesses acquire customers through ad platforms like Google AdWords, Facebook Ads, and Bing Ads. Small business owners and resellers benefit from Acquisio’s advanced data science to automate, optimize, and scale most of the processes involved in online customer acquisition.
“Acquisio makes available to small and midsized businesses the same powerful machine-learning technology that was once available only to the largest corporations and online marketing agencies,” said David L. Brown, Web.com’s chairman, CEO and president.
“By applying Acquisio’s award-winning artificial intelligence technology to Web.com’s existing suite of online marketing tools and its hands-on, consultative approach, we will be able to provide even greater value to customers at a much faster pace. We are thrilled to welcome the entire Acquisio team to the Web.com family.”
Acquisio has invested heavily in machine learning and automation in the past few years. The company has detailed how machine learning can greatly simplify campaign management, improve performance and enable greater scale with fewer people.
Web.com is a global provider of a wide variety of internet services to small businesses, also with the end goal of helping them compete online. They provide affordable, subscription-based solutions for everything from domains and hosting, to website design, and even online search optimization. Web.com plans to apply some of Acquisio’s AI tools to its PPC, e-commerce and social media marketing over time.
“Headquartered in North America’s up and coming talent hub for artificial intelligence – Montreal, Canada – Acquisio is well positioned to pioneer innovation with Web.com. Montreal is renowned for software development, and in recent years has become a nucleus for artificial intelligence and deep learning innovation. We are proud to leverage our artificial intelligence for small businesses around the world,” says Marc Poirier, Acquisio’s CEO and co-founder.
In a study (PDF) involving 30,000 of its customers, Acquisio said that machine-learning-managed PPC accounts saw improved metrics across the board, including lower CPCs and higher conversions:
- Conversions increased by 71 percent on average.
- CPCs decreased by 7 percent on average.
- CTR increased by 15 percent on average.
- 64 percent of accounts saw a lower CPA.
Acquisio also points out that machine learning-supported accounts experienced lower churn on the platform than those not using machine learning. This was especially true for lower-budget accounts (sub $500 per month), where machine learning was able to increase lifetime value.
Another example of Montreal-bred AI technology attracting notice in the rest of the world.