Today, IgnitionOne announced the latest version of its Digital Marketing Suite (DMS) – DMS 3.0. This new release helps CMOs and practitioners by providing the industry’s most simplified multi-product navigation , greater adtech/martech integration, cross-device analysis and visualizations with fully customizable dashboards, cross-channel media mix modeling and attribution visualizations.
The DMS 3.0 features a fully integrated hub at its center, which allows marketers to:
• Better understand and segment audiences through its Data Management Platform (DMP) which combines traditional database marketing capabilities with cookie-based digital profiles.
• Seamlessly activate targeted media and dynamic messaging on all devices, across all channels including search, display, mobile, social, email and personalized website content.
• Use both native and third party-solutions while storing a complete view of customer data.
Key Features include:
• Fully integrated marketing technology: Digital Marketing Hub and Channel Management capabilities
• Data at a glance with flexible Dashboards: Fully customizable dashboard system of cross media widgets that serve as the central home page for marketers.
• Media Mix Modeling: Determine optimal media spend across all digital marketing channels and campaigns.
• Attribution Visualizations: Full media and marketing attribution capabilities with visualizations showing latency ranges, first/last exposure combinations, and channel/publisher assists.
In my last week at the IgnitionOne UK office, I have found myself full of emotion. Working in England this summer, I was enriched with the culture, diversity, personality, and strange wit of the British. They humored and spoiled me. They were among the most wonderful people I have ever met. As I sit in the office, I look around at the people, not just as employees, but as best mates.
My experience at IgnitionOne has taught me so much about digital marketing and media in the UK and abroad. I was fortunate enough to work with our marketing teams around the globe (the UK, US, Brazil, Belgium, France and Germany). The people have strong personalities and ambitions to get the job done in the most efficient way possible. In such a difficult job with so many tasks to complete each day, never have I met so many people who put their whole hearts into their work and devote themselves to making sure the company succeeds.
During my time here, I compiled case studies and onesheets, learned InDesign, Photoshop, Illustrator, and Excel, wrote blog posts each week for IgnitionOne’s Digital Marketing Suite, edited multiple PowerPoint decks, contributed to the Quarterly Newsletter, prepared and entered various award entries, assigned leads on Salesforce, and organized and held Marketing meetings. It was rewarding to see my efforts pay off (for instance, IgnitionOne recently received news on being shortlisted for the Digital Entrepreneur Awards, which I helped submit).
My favorite part of my internship experience was working with the team to rebrand IgnitionOne and implement a new look and feel to all of our collateral, websites, etc. It was fascinating to see the progression from the old to new and I am proud to have contributed to the shift.
In my time spent in England, I have learned to understand various forms of the British accent (some I still struggle with more than others). I have managed to cope with the bi-polar weather, or rather, I just carry an umbrella and thick sweater on me at all times. I will always remember my weekend adventures, not only in London, but all around England. I travelled to Bath, Avebury, Brighton, and Oxford. In London, I visited all the markets, saw all the major buildings, and walked in the most beautiful parks I have ever seen in a city. The people I have met on this journey are those I will never forget. They now own an extremely large part of my heart.
As my internship ends, I will leave England with so much professional growth and personal development from a summer ventured alone in London. I feel more prepared for the professional world than ever before, thanks to the internship and the constructive feedback gained from my coworkers. I may have come here on my own, but I am leaving with over thirty friends for a lifetime. Summer 2014 was filled with new skills learned and memories that will last forever.
By Judy Chan, Head of Search, IgnitionOne UK
Have you ever been given advice that you’re not sure whether to take? There are many myths and unhelpful assumptions in how to manage your PPC activity. PPC has a complex structure, with a huge volume of data in constant evolution. Hopefully with some truths, we can help unravel some myths for you, and support you in managing a successful PPC campaign.
Be visible 24/7 – Not necessarily. There are two options here for you. Work out your peak periods: when are your best converting times? You can then either A) be visible 100% of the time and up-weight budget during these peak times, (i.e. increase budget 5% during 8-9pm) or B) pause the account during periods that are not converting to increase campaign efficiency.
Include an extensive list of broad match terms – Broad match terms are useful in driving traffic to your website. You can pull the search query report which gives you the actual typed keywords to expand your keyword list for more defined match types to increase quality score. Make sure you create a supporting negative keywords list across the account to exclude irrelevant traffic.
Create a structure with one keyword per ad group – It is important to have a granular structure so that you can allocate budget accordingly to a group of keywords, however this does not mean that you need to create one keyword per ad group. Remember, budget is set at campaign level, so if you have top performing keywords within an ad group, you will need to structure the account so that these have maximum budget to convert. If necessary, move these top performing terms into their own campaigns. Make sure the structure remains the same so that you have the relevant ad copy and landing page for each keyword. This is an on-going process as performance of each keyword will fluctuate due to multiple factors including offers, seasonality and price change.
Get ideas from your competitors – Why not? It’s good to know what you’re competing against. Understand their USPs and how you can improve on what they are saying. If you can’t compete with a price or offer in ad copy, then use something more generic. Test and learn!
Managing your own PPC account in-house is easy – This is really dependent on the size of your account and internal expertise. Agency side will give you knowledge, expertise, cross channel media planning and daily support. There is obviously a cost to using an agency, but the efficiencies could outweigh what you have in-house. If you do go in-house, there are technologies out there which can support you in managing your campaigns, such as the Digital Marketing Suite
Focus on long tail keywords – It is important to expand on long tail keywords, but the volume in general will be much lower. This will be an ongoing process to review your account structure.
Once you have your optimum account, you can review it less frequently–PPC is a continuous cycle. You can always expand, learn and improve. Seasonality, offers, price change, new products, competitors will constantly impact your campaign. Always be aware by checking your campaign daily.
Position 1 is a must – not necessarily as you may be more efficient and profitable in lower positions. It’s all about a combination of ad rank / quality score / CPC to hit your target. Using a bid management tool can take the ease out of your day to day tweaking. The tool will take into account the best CPC formula across your keyword set to meet your targets. For certain terms you may want to take the strategic approach and maintain the number 1 position.
Make sure you run Google Display Network (GDN) – Treat GDN separately to your PPC campaigns, this will give different results to your PPC activity. Create separate accounts to run these campaigns with individual budgets and targets.
A new account equals starting afresh with your quality score – True, but if you continue with the same structure you will end up with the same quality score. Your quality score will only improve with constant optimisation of the account.
Monitor click fraud frequently – Don’t focus too much on this. Google and Y!Bing will have their own internal systems and teams monitoring this for you. They will update the clicks to reflect this automatically.
Don’t bother with PPC, use SEO instead, it’s free! – PPC can give you instant ads appearing against your chosen keywords and positioning. SEO is a long-term strategy and takes time and constant monitoring to retain the top position. Although you may be in position 1 for SEO on certain terms, it doesn’t mean users will see your ad first as there may be multiple PPC advertisers appearing on the same term above your SEO ad. Again, this is all about testing, and understanding whether running PPC and SEO alongside each other will give you incremental volume. Remember that each keyword will be different.
Remove keywords that don’t convert – Which attribution model is this based on? Most of us are still utilising the last-click model. If this is the case, then this doesn’t mean these terms have not converted; you need to review your click path analysis. When looking at a user journey, for example a holiday, which keywords do they type in before booking? How many different display ads do they click on? Each of these ads is a part of your click path. As they are different media, focus needs to broaden outside of solely PPC to include other channels such as display, email and Facebook. Take into account all channels, brand and generic terms that contribute to a conversion. It’s not just Brand that converts. Allocate part of your conversion to each click path and spend your budget wisely.
Use the best performing ad across all your ad groups – Test and learn! Ad copy should be tailored specifically and relevantly to each ad group. Regularly rotate ad copy to identify your best performers and use the right tracking sources to support your goals e.g. if focusing on CPA, review your ads on CPA results to optimise and not just on CTR.
Expedia.ie faced the challenge of an industry where users seek a wide variety of products. Reflecting its “People Shaped” approach to travel, Expedia.ie aimed to offer highly relevant products and services to cater to the differing needs of its audience.The popular travel brand sought to increase web traffic, click-through-rates (CTR) and conversions on its site. Expedia.ie looked to IgnitionOne to help solve their digital marketing needs.
IgnitionOne implemented its Digital Marketing Suite technology, which dynamically customizes site content for each visitor in real-time based on their travel destination interest. Providing more relevant and personalized content creates a more fluid click behavior, which improves CTRs. The technology was driven by IgnitionOne’s powerful audience scoring engine on Expedia Ireland’s website. The scoring solution considers on-site behavior, including the travel interests entered by visitors in search forms on Expedia.ie, and instantaneously adapts its homepage banners according to the travel interest profile of each visitor.
Andrew Warner, Senior Marketing Director, Expedia EMEA said, “When Expedia launched, we effectively turned around the travel agent’s monitor and gave the customer access to these expert tools, and more than 15 years on, we continue to look for new ways to empower our customers and to make travel planning simpler and more intuitive.”
Expedia provides access to over 150,000 hotels and more than 300 airlines from destinations across the globe, offering a wealth of ways to tailor the content displayed in banners. The Expedia.ie team used the Digital Marketing Suite’s LiveMarketer drag and drop functionality to draw on the broad range of options to personalize the website on the fly. This functionality includes triggering promotional offers and other on-site campaigns easily for different audience segments to ensure that Expedia.ie can help travelers to find the best value for the destinations they are most interested in quickly and easily.
Within just three months, overall site relevancy improved the user experience by 25%. Targeted homepage banners recorded 300% (4x) higher CTR compared to default or standard banners.
To download the complete case study, click here.