All posts by IgnitionOne

Get your Digital Vitamins at Digital First 2014

On Thursday, October 16th, you can meet the IgnitionOne Brussels team at Tour & Taxis for the event Digital First 2014 (booth D22). Digital First is THE B2B event for the digital industry in Belgium. Over 3.500 people interested or active in digital marketing meet up and discuss the future of digital marketing and new technologies. Over 80 conferences and workshops hosted by the most specialized professionals will leave the attendee food for thought and new inspiration for 2015.

If you would like to set up a meeting at the event in advance, please contact and have a chance at winning an Apple TV!

At 11:20 you can join Kevin, our European Account Director, for his presentation “3 key vitamins for your lead generation 2.0”. The 3 key vitamins will be illustrated with real examples and cases. In order to get your vitamin boost during the event, come and enjoy a non-digital, freshly squeezed orange juice at our booth, D22. You can find more info here:

IgnitionOne Belgium Nominated for Deloitte Technology Fast50

IgnitionOne’s Brussels office has been nominated for the 1st edition of the Deloitte Technology Fast50 competition solely for technology companies headquartered in Belgium. The Fast50 award will be given to the country’s fastest-growing technology company, based on its percentage of growth in turnover during the last five years. On Wednesday 22 October 2014, the ranking will be announced at the Award Ceremony in Brussels.

“Our strategy and continuous growth over the past few years have strengthened our position in the market. We consider this nomination as a confirmation that we are heading in the right direction”, said Filip Lauweres, GBO Marketing Automation.


Vincent Fosty, partner at Deloitte and Technology Fast50 leader for Belgium: “We are pleased that so many companies registered for this 1st edition of the Deloitte Technology Fast50 awards solely for technology companies headquartered in Belgium. This demonstrates that despite the challenging economic environment, there is still plenty of movement in the country’s technology sector. As drivers of future growth, these companies deserve the special recognition and support that they receive through the Fast50 competition.”

The Deloitte Technology Fast50 competition is an annual selection of the 50 fastest growing and innovative technology companies headquartered in Belgium. Public or private companies who develop a technology related product or service and who have experienced substantial revenue growth over the last five years can enter the competition for their chance to be nominated as one of the 50 fastest-growing technology companies in Belgium.

Participating in the Deloitte Fast50 competition can help companies to develop their business by increasing their visibility and giving them access to the Fast50’s unique network of highly successful executives.

Forcing Close Variant Matching: The End of Exact as We Know It or Efficiently Reducing Clutter?

Google announced last week that it was enforcing “close variant matching” to all exact and phrase match keywords.  While this has been an option – and, to be sure, the default setting within AdWords Keyword Matching Options – for marketers since it was first introduced in 2012, starting in late September it will be the law of the land.  Advertisers will no longer be able to opt out.


Close Variant Matching allows advertisers to show ads for queries that are considered “plurals, misspelling, or close variants” of their Exact and Phrase Match keywords.  Close variations are defined as misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. According to Google, many misspellings and abbreviations would be missed by advertisers given their low search volume.  Thus, matching to close variants allows advertisers to increase quality traffic by showing ads for queries that reflect the intent of their current keyword set, even if they don’t match their keywords exactly.

This is undoubtedly true for some advertisers, particularly smaller, less sophisticated accounts, where the resources – whether people or tools – to help build out and manage large keyword sets just don’t exist.  Google states that advertisers who have used it over the past two years have seen an average of 7% more exact and phrase match clicks with “comparable clickthrough and conversation rates.”

IgnitionOne’s own research skews a little differently, especially by vertical.  By comparing the user’s query to the keyword it was matched to, we were able to determine whether or not that query fell into the close variant category, and then ultimately whether or not that ad click resulted in a conversion.   Of course, this kind of transparency no longer exists either, as Google has since removed the query from the referrer – another wall in what is becoming an increasingly black box.

The retail industry fared the best, with CPA’s roughly 11% lower on close variant queries.  However, advertisers outside of the retail vertical on average saw CPAs roughly 75% higher on close variant queries than they did on non-variants.  Clearly, based on this data, the close variant traffic for non-retailers is likely to be significantly less efficient, but that does not necessarily mean that it’s bad traffic.  That is up to the advertiser or their search partners to determine.

The primary concern is the lack of transparency.  While advertisers can still use misspellings, et al, within their accounts, the ability to vet the specificity of the matching engine – and, therefore, the efficacy of this new change – went out the window when Google removed the typed query from the referrer.



  • Continue to add in misspellings, abbreviations and other “close variants” with their own bids.  Google should match to them when appropriate and enforce their independent bids.
  • If you suspect a negative impact on CPCs for some keywords, try pausing them and see if similar terms pick up that traffic.
  • Utilize a portfolio approach to optimization and evaluate whether there are other paid search assets, or other advertising channels, that could use the capital more efficiently.
  • Be aware that “close variant” traffic is likely to be less efficient, so evaluate whether or not their performance still falls within your efficiency tolerance.

IgnitionOne will continue working closely with our clients to understand the ramifications of this change and to ensure campaign results and metrics remain strong. If you have any questions, please reach out directly to your IgnitionOne contact or email us at

Also available for download is our recent report on Google Shopping .

SERP: Out with the Old; In with the New

As a result of Google changing their search engine results page (SERP) this past March, IgnitionOne  performed an analysis to determine the impact  it has had on paid search campaign performance. The below screen shots exemplify the recent changes. Note the differences in background color, font size and ad headline underlining.

Old Version (March 12, 2014)


New Version (March 13, 2014)



Results: Key Takeaways

  • For keywords in position 1-3 there was a CTR increase of 6% (from 7.45% to 7.88%)
  • With that increase in CTR there was also a marginal increase in CPC of 2% (from $0.68 to $0.69)
  • For rankings 4-6 there were similar trends – increased CTR and increased CPC, but for those positions the results did not show statistical significance.

What does it all mean?

  • The results are not a surprise; the change blurs the visual lines between paid and organic results. This trend will inevitably lead to more clicks going to the results at the top of the page, resulting in higher CTR on paid ads. 
  • For paid search advertisers this means more click volume on the same ads, but there is also an observed CPC inflation that comes with the increase in volume.
  • Holistically, is the increase in traffic being taken from organic and moved to paid? Very likely, this is the case because the results as a whole did not become any more relevant than they were before March 12, The overall propensity to click on a search result has stayed the same. Thus this change shifted clicks from one channel to another.
  • Since the change impacted all of the advertisers in the same way, it is still a leveled playing field. Those in the top positions will likely benefit more since the searcher is now less likely to scroll for lower ranking results.

IgnitionOne’s November Industry Digest

Thought Leadership

Digital Marketing Speaks: New Video Series from IgnitionOne
October 3, 2013

This is the first episode in a series of digital marketing conversations. Will Margiloff, CEO of IgnitionOne, discusses building technology and dealing with big data with Rob Norman, Chief Digital Officer at GroupM.

Keep Your Paid Search Thriving with Search Query Expands
Yahoo! Blog
October 10, 2013

Dave Ragals, SVP of Client Solutions at IgnitionOne, discusses the value of marketers expanding their keyword lists.

Episode 2 of Digital Marketing Speaks
October 17, 2013

The second in a series of digital marketing conversations, Will Margiloff, CEO of IgnitionOne, discusses the challenges of integrating offline and online data with Rob Norman, Chief Digital Officer at GroupM.

Predictive Optimization: Look into the Future for Search and Display Success
October 17, 2013

Recap and video of Roger Barnette’s webinar, which discusses how in the past, marketing strategies were based on one part past data, one part hunch. Over time, marketers have become more proficient in knowing what is working and can use that information to drive budget decisions. However, missing for most marketers is the foresight to know what they should spend and what the results will be.
Continue reading IgnitionOne’s November Industry Digest

A Progress Report on the Integration of Digital Marketing

Today, IgnitionOne released its “2013 Integrated Marketing Survey.” The report is meant to serve as a status check to better understand where marketers are in their move toward integrating and simplifying their digital marketing efforts, which challenges they face and where they plan to invest in the coming year and beyond.

In addition, the report answers how much progress has been made toward fully integrating digital marketing, how marketers are leveraging cross-channel attribution, and how marketing and IT teams are working together.

“Moving away from complexity and towards simplicity is something that all marketers strive for, but aren’t all actually doing,” Will Margiloff, IgnitionOne CEO, said. “This report further highlights the need for marketers to break down the silos within their organization and the challenges that they face in centralizing and integrating their digital efforts.”

To download the report, click here.


Myths of RTB/Programmatic: Episode 1.3 of Digital Marketing Speaks

Episode 1.3 of Digital Marketing Speaks – IgnitionOne’s video series where our outspoken CEO meets with equally outspoken industry luminaries to delve into the latest trend and issues.

IgnitionOne CEO, Will Margiloff, continues his conversation with Rob Norman, Chief Digital Officer at GroupM. In this latest episode Will and Rob discuss the myths of RTB and Programmatic Buying

How do agencies view RTB/Programmatic? Are we heading to 50% total spend on programmatic? How different is this from historic audience bying?

Watch the video and learn more.

IgnitionOne Helps Brands Accelerate Their Online Marketing

IgnitionOne was excited to be part of IAB UK’s flagship event last week, Engage 2013.

IAB Engage IgnitionOne Accelerate Marketing 3


It’s the first time that IgnitionOne has been part of Engage as a supporting sponsor, hosting a virtual racing game as part of their exhibition space. Be the fastest around the track and IgnitionOne would send the winner a PS4 shortly after release in November.

The IgnitionOne team were on-site during the day, talking about how simple integrated marketing could be using the IgnitionOne suite of product backed by their Audience Engagement Score that helps brand understand who their most valuable customers are and how to reach them individually.

It was a great day, particularly for our competition winner Steven Ray from Starcom Mediavest.

We’ve got some photos from the day below and we hope to see you all there again next year!

In the meantime, if you want more information on how IgnitionOne can help you reach your individual customers in the best possible way, don’t hesitate to email us.

IgnitionOne Takes New Orleans – 2013 Strategic Client Summit

Earlier this month, IgnitionOne hosted its second annual Strategic Client Summit in New Orleans, Louisiana.

The Summit brought together top brand and agency marketers to hear from industry experts, as well as share and learn best practices from each other. The discussions were in-depth and very interactive with marketers from brands like Ann Taylor, GM, La Quinta Inns and Suites, Sirius/XM, Las Vegas Sands, Centurylink, IHG, Motel 6, Travel Guard and Extended Stay Hotels sharing ideas and getting info straight from providers including Google, Yahoo!, AOL, Casale, Pubmatic, Datapop and Addthis. In addition the IgnitionOne team moderated discussions on Marketing Automation, Cross-Device Marketing, SEM for Strong Brands, Programmatic Media and the future of the IgnitionOne Digital Marketing Suite platform. A keynote by Terence Kawaja, father of the LUMAscape, also explored the evolution within the digital marketing landscape and how it will impact marketers.

And of course there was a lot of opportunity for fun, including a once-in-a-lifetime experience on the field of the Mercedes-Benz Superdome. The entire dome exterior was colored IgnitionOne Orange for the event and we had the whole stadium to ourselves. Attendees participated in the Manning Football Experience, an on-field football competition where players ran plays, threw passes, kicked field goals and more. Competition was fierce and plenty of cocktails were enjoyed. We wrapped up the evening with a presentation from Habitiat of Humanity of New Orleans and dinner and drinks right on the field.

Of course no trip to New Orleans would be complete with some live music. Later that night our own Edmardo Galli, MD of LATAM, showed off his rock-star skills on stage at a club on Frenchmen Street.

Our strategic client events are a great way to encourage dialogue among brands, giving them the opportunity to experience firsthand the innovative thinking of their peers and to inspire them to take advantage of the latest innovations available within digital marketing. We hope to see you at the 2014 summit!


Predictive Optimization: Look into the Future for Search and Display Success


Today, Roger Barnette, President of IgnitionOne, hosted a webinar, “Predictive Optimization: Look into the Future for Search and Display Success.” In it, Roger discusses how in the past, marketing strategies were based on one part past data, one part hunch. Over time, marketers have become more proficient in knowing what is and isn’t working  and can use that information to drive budget decisions. However, missing for most marketers is the foresight to know what they should spend and what the results will be. Without this knowledge, marketers are leaving potential revenue dollars on the table.

Using examples from both paid search and programmatic display, Roger illustrates how predictive optimization can not only help marketers drive the greatest return from their budgets, but also automatically optimize bids across a portfolio of keywords and leverage user-level data to deliver the right message to the right consumer at the right cost – every time.