After over a year of beta testing, AdHawk has finally launched its platform for advertisers. AdHawk is a platform that helps companies manage their Google and Facebook advertising campaigns. The company was founded by CEO Todd Saunders and COO Dan Pratt, who were formerly employed with the AdWords team at Google.
“What we’ve tried to focus on is verticalizing all of the data and all of the keywords,” Saunders said. Most of AdHawk’s customers are involved in e-commerce, and “if you come to us in an industry like insurance leads, we would probably tell you that we’re not able to help you.”
He added that one area where AdHawk has found success recently is in class-action lawsuits. After all, these are suits where many people need to be notified that they’re eligible for payment, and the legal system traditionally relies on mail and newspaper postings to do that notifying. Saunders said AdHawk customers have found that with the right targeting, online ads can be a much more effective way to reach people.
Now that AdHawk has taken the beta label off its product, Saunders said the company is onboarding the more than 7,000 businesses on its wait list.
AdHawk charges a subscription fee that is tiered and based on monthly ad spend, with “a sweet spot” in businesses that spend between $5,000 and $75,000 a month. In other words, Saunders said, the kind of company that has a small performance marketing team but can’t afford to “spend [its] whole day” looking at spreadsheets.
The company also announced that it is acquiring one of its competitors, the Y Combinator subsidiary Automate Ads.
“For us this moves AdHawk from a tool to a platform and allows us to service many more customers,” Saunders said. “We really believe that campaign creation should be done in a data-driven way, and with our optimization tool we plan on infusing that into the process.”
The financial terms of the deal have not been disclosed yet. AdHawk, however, plans to integrate its platform and Automate Ads into a single dashboard by the first quarter of 2018.