us search awards entry presentation

IgnitionOne’s Digital Marketing Suite:

Search Management Solution

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IGNITIONONE BY THE NUMBERS

• 300+ employees • 13 global offices• Powers $30B+ in revenue• 300 million users are profile and

scored• Manage over 1,400 individual

advertiser accounts in over 55 countries

3P r o p r i e t a r y & C o n fi d e n t i a l

MARKETER CUSTOMER

DMS

MANAGE & OPTIMIZESearchDisplay - DSPFacebookMobile

CONVERT

Deliver the right message to the right user at the right time

ATTRIBUTE

Measure across all digital marketing channels

LEARN

Optimize efforts based on cross-channel insights and audience analytics

BY THE FUELING REVENUE, PRODUCTIVITY AND INNOVATION


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WORLD-CLASS BRANDS


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IGNITIONONE SEARCH MANAGEMENT SOFTWARE

IgnitionOne Search offers powerful tools for managing, optimizing and reporting on paid search programs across all engines and mobile devices.

Search marketers can be more efficient and improve returns by taking the guesswork out of budgeting with predictive portfolio optimization.


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SPOT® PREDICTIVE BID OPTIMIZATION

• Proprietary algorithms accurately forecast keyword performance

• Predictive optimization looks at the entire portfolio to optimize bids in conjunction with rule-based bidding

• The only solution that offers real-time predictions, transparent forecasting and allows for human oversight


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MOBILE ADVERTISING

• Mobile advertising management across search and display

• Target specific devices, operating systems, carriers and locations

• Reach your customers wherever they are and whether they are on a computer, a smartphone or a tablet


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GOOGLE PRODUCT LISTINGS

• Manage PLA side-by-side with search, display and Facebook

• Combines powerful bidding optimization with best-of-breed semantic optimization

• Seamless integration to product feeds, tracking, optimization and reporting


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INVENTORY-AWARE SERVICES

• Present the most relevant creative

• Campaign build-outs and inventory bidding services

• Leverage inventory and margin/cost data to present current and appropriate offers


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IGNITIONONE SEARCH ADVISORS

A dedicated team can build out and actively manage your campaigns and bid operations to ensure your paid search programs run smoothly and achieve the highest possible ROI

Put your search in the hands of world-class experts

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WHY IGNITIONONE SEARCH?

• Improve return on ad spend with true predictive portfolio optimization

• Present the most relevant creative with data feed optimization

• Improve conversions with landing page testing

• Make sense of your data with advanced media & site analytics

• Extend efforts by remarketing based on search keyword data

• Automatically optimize bidding with assist and attribution data

• Benefit from world-class expertise with flexible services, support and subject matter expert account teams

P r o p r i e t a r y & C o n fi d e n t i a l

CASE STUDY: LAFAYETTE 148

DOUBLES ROI WITH IGNITIONONE’S

SEARCH MARKETING EFFORTS

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CHALLENGE

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Lafayette 148, a leading women’s apparel retailer, sought to optimize its search marketing efforts to increase

profitability.


SOLUTION

REVENUE-PER-CLICK MODEL

• Optimized keyword bidding to maximize revenue for every PPC ad

• Leveraged statistical significance to determine precisely when—and how—to adjust bids

• Keyword level targeting for brand terms to ensure they were ranked first

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RESULTS

IGNITIONONE DOUBLED THE LAFAYETTE 148’S ROI YOY WITH ONE DIVISION EXPERIENCING 3X HIGHER ROAS AND INCREASED TRAFFIC BY 10%, IN ADDITION TO:

• 40% decrease in overall cost

• 44% dip in CPCs

• 46% increase in revenue

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CASE STUDY: SEARCH ADVISOR PLUS PUTS

MORE HEADS IN VENTIAN BEDS

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CASE STUDY: ADVISOR PLUS PUTS MORE HEADS IN VENETIAN BEDS


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THE CHALLENGE

Account was inefficient both in terms of ROI and operationally.

• Difficult to manage budgets, update promotional creative and landing pages

• Keyword Gaps: Roughly 30% discrepancy between engines and properties

• Match Types: Heavy reliance on broad match (higher CPCs)

• Duplicate Keywords existed in both accounts

Venetian

Brand

General

Misspellings

Etc.

Non-brand

Entertainment

Deals

Restaurants

11 International campaign

Brand

Non-Brand

Account

Campaign

Ad groups


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MAJOR RESTRUCTURE OF ACCOUNT

We proposed a reorganization to develop an account structure with the following goals:

• Performance - Enhances overall performance by facilitating regular testing and performance optimization.

• Performance Geo-coverage - Supports the targeting and segmentation of mission-critical locations

• Manageability - Promotes and sustains day-to-day management of the accounts, campaigns, groups, ads and keywords.

• “Promotionability” - Allows for quick and simple changes to the promotional messaging


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Proposed StructureVenetian

Brand

General

Entertainment

Gaming

Events

Restaurants

Account

Campaign

Highlights of the New Structure• Building upon existing keyword base• Clear campaign segmentation by interest• Ease of creative and landing page

updates• Standardization across all the geo-

targets• More granular control of budgets• Optimized towards performance based

on Geo

MORE SCALABLE STRUCTURE SUPPORTS MULTIPLE GEOS/TACTICS


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CLOSING THE GAPSReducing reliance on broad match to lower CPCs and raise ROAS

Before After

Broad Exact Phrase0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Broad Exact Phrase0

5,00010,00015,00020,00025,00030,00035,00040,00045,00050,000


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RESULTS: EASE OF MANAGEMENT

• Optimization and reporting based on geo, theme, tactic

• Ability to run accurate tests at the KW level

• Ability to add new keywords based on geo, theme, tactic

• User friendly account organization • Improved targeting for promotions


OUR BIG BET PAYS OFF

Opportunity to raise revenue $11,000/day at same spend.

Opportunity to raise spend and revenue with same or better ROAS.


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VENETIAN EFFICIENCY CURVE


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PALAZZO EFFICIENCY CURVE


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THE PALAZZO METRICS COMPARISON


DRIVING INCREASED

REVENUE THROUGH

AUTOMATED CAMPAIGN

MANAGEMENT


THE CHALLENGE: SCALABILITY

• Needed a way for their SEM program to effectively manage dynamic inventory as they grew from managing hundreds of properties to thousands.

• Daily changes to pricing and availability• Seasonality


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THE SOLUTION: DATA FEED OPTIMIZATION• Organizes all the relevant

information about a marketer’s offerings and creates the optimal combination of keywords, ads and landing pages.

• Dynamically updated through inventory feed – allows program to more effectively and efficiently reflect availability and pricing.

• Continuous testing constantly improves CTR and ROAS.


INVENTORY-AWARE PERFORMANCE OPTIMIZATION• Using automated product inventory feed, IgnitionOne

maps products onto media (adgroups / keywords)• Using many-to-many RPC correlation of keywords to SKUs

• Using an agreed upon “critical inventory level”, product stock levels (per feed), and ROAS goals, Bid Scientist uses one of two performance optimization models:• Binary: pause/resume keywords/adgroups based on inventory

of corresponding SKUs.• Bidding: change bids relative to correlated SKU inventory to

accelerate or decelerate exposure of products.• Advertiser has control of thresholds and efficiency

goals.


• Using Many-to-Many Mapping (keywords:SKUs) and Revenue Per Click (RPC) Optimization, optimization

• Anticipates drop off in conversion rate before it happens• Determines whether drop in keyword profitability from out-

of-stock products is outweighed by its revenue potential for in-stock products

• Rather than waste media waiting to observe a drop in conversion rate, pauses keywords that would be unprofitable relative to out-of-stock SKUs in anticipation of the lowered conversion rate

• Re-invests saved media dollars in profitable keywords• Reports back to advertiser on impact of lost revenue due

to inventory concerns.

INVENTORY-AWARE PERFORMANCE OPTIMIZATION


RESULTS

• Significant increase in visits, bookings and revenue

• By focusing on best performing properties, attained 350% growth in new markets

“IgnitionOne improved the relevancy of our search advertising while keeping our costs in line and increasing our revenue

return. Their combined technologies have greatly improved our ROI from search.” – Erik Hovanec CEO, LeisureLink


CASE STUDY: EXTENDED STAY

HOTELS ACHEIVES

INCREASED BOOKINGS,

REVENUE AND CTR

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P r o p r i e t a r y & C o n fi d e n t i a l35

CHALLENGE

• Extended Stay Hotels aimed to drive booking costs more efficiently with a high target ROAS.


SOLUTION

• IgnitionOne delivered real-time interactions that were personalized to each visitor’s specific interests and propensity to convert and capitalized on location-based, dynamic creative across both search and display channels, enabling the marketer to drive more targeted messaging to highly qualified leads and increase conversions.


SOLUTION

• IgnitionOne utilized its proprietary SPOT® algorithm to automatically optimize keyword bids and ad creative based on predicted future performance and geo-dynamic keywords to further enhance the ad messaging relevance to users.


SOLUTION

• IgnitionOne utilized remarketing to capture users who had visited the site previously and showed a high interest in making a hotel booking but failed to convert.

• The Digital Marketing Suite tracked the specific elements of the campaign that drove revenue and actions and ensured that the conversions were being accurately attributed to each channel and tactic and that conversions were deduped so that no media spend was wasted on double payment for a conversion.

P r o p r i e t a r y & C o n fi d e n t i a l39

RESULTS

• Bookings increased 63% • Revenue grew 106% • Clicks up 110% • CTR of 240%

us search awards entry presentation

Technology