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Case Study
rich media ad
unified tag
geo targeting
impressions
geo targeting
DoubleClick Search
search management
conversions
mobile
CPC
Ignited reduces costs, fires up conversions with DoubleClick Search cost per click
advertiser
real time bidding
CPM
cost per click
reservation
Smart bid optimization with the Performance Bidding Suite lights up search business for better results above the fold
above the fold
Ignited, a full-service advertising agency, is in the business of helping clients “set the marketing world on fire” through delivering digital, connected experiences, including creative, experiential, media planning and buying, motion, sound, brand, and identity. To better manage their search campaigns at scale, Ignited adopted Doubleclick Search and its key features, including the Performance Bidding Suite for automated bid optimization—with some impressive results. analytics (site analytics)
dynamic creative
attribution
publisher
geo targeting
agency
geo targeting
interest
Focused on delivering complete advertising experiences for clients including entertainment companies (Universal Pictures, NBC and Trion Worlds) and fast-emerging brands (Zico sports beverages and Fisker Automotive luxury hybrid cars), Ignited strongly believes that marketing is changing in fundamental ways— and faster than ever before, requiring innovative approaches across digital, from CPA search to social media and mobile. search
transparency
audience data
cross format
video
Dave Martin, Senior Vice President of Media for Ignited, explains, “Our clients continue to spend larger portions of their marketing budgets in digital channels. And search has been a large part of this growth. At Ignited we’re utilizing search as much more than just a direct-response medium. Done right, search is a way to change people’s minds, to respond to queries in unique ways so that we can not only capture, but influence their intent.” cost per 100 impressions
verification
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To manage their search campaigns more efficiently, Ignited has taken advantage of a variety of DoubleClick Search features, including inbound sync, which allows users to quickly and easily pull account changes from AdWords™ and adCenter, along with sitelinks integration, which offers easy setup and reporting on AdWords sitelinks extensions. mobile
ad exchange
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However, a special need arose when Ignited needed to help one of their key clients, a rapidly growing developer and publisher of video games, find a way to significantly increase downloads of free game trials, with a limited budget, and limited time. Managing their day-to-day search campaigns—specifically keyword bid management—presented a challenge. Manually updating the thousands of daily real time bidding
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search management
conversions
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www.ignitedusa.com
funnel reporting
advertiser
• A full-service advertising agency focused on delivering complete experiences: everything from creative, experiential, media planning and buying, to motion, sound, brand and identity. view through conversions
real time bidding
reservation
Goals interest
shopping
analytics (site analytics)
unified tag
optimization search
Warming up to smart bid optimization conversions
ad serving & trafficking
ad exchange
ad serving & trafficking
verification
reporting
• Help their video game client increase free trial registrations by using search more effectively. • Decrease the complexity of managing search campaigns to focus on strategy. • Save time when implementing automated bid strategies. cross channel
attribution
dynamic creative
Approach • Leverage the capabilities of DoubleClick Search and its Performance Bidding Suite to help a key client increase revenue, by completely transforming its search and bidding strategy. contextual targeting
transparency
audience data
Results • After just one month, Ignited had cut costs for their client by 23%, increased free downloads by 83%, and boosted impressions by 95%. • Decreased the time required to manage keyword bids by 50% each week, using automated strategies. efficiency
reporting and analytics
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Case Study bid decisions across hundreds of keywords was cumbersome at best: tedious sorting and filtering meant prioritizing only those keywords that spent the most money, leaving no time to consider the value of long-tail keywords. This left opportunity on the table. To manage this keyword-bidding complexity, Ignited needed a bid optimization tool to help them scale. Prompted by a suggestion from Google’s DoubleClick Search service team, Ignited began looking at the DoubleClick Search Performance Bidding Suite, a robust bid optimization solution offering smart, fast and automatic bid decisions for keyword bid management. They experimented by testing it with a few high-volume campaigns—setting very aggressive targets—and were immediately impressed with the results. With guidance from a DoubleClick Search product expert, Ignited implemented Floodlight tag bidding—a bidding strategy that leverages Floodlight, the proprietary DoubleClick conversion-tracking pixel. This allowed Ignited to set a Cost Per Activity goal for a specific conversion type—in this case, free trial downloads. Cody Gibbs, Search Planner at Ignited, notes: “After we set up Floodlight tag bidding with our DoubleClick Search contact, it was pretty simple to use, and a lot more efficient than doing an entire analysis of our long-tail keywords.” It didn’t take long for the search team to see the results. Within weeks, Ignited saw drastic improvements for its video game client: free trial downloads increased by 83%, while costs went down 23%. Total impressions saw a boost of 95%. Moreover, by moving from manual to automated-bid strategies, Ignited decreased time spent on keyword bidding by 50%.
Focusing on the bigger picture: DoubleClick Search keeps the fire burning Most importantly, DoubleClick Search’s Performance Bidding Suite enabled Ignited to shift time away from day-to-day bidding tasks and focus more on the bigger picture: enhancing campaign management strategies, increasing share of voice and developing new product ideas to help their client succeed in search alongside their overall digital marketing. Ignited may have carefully tested the Performance Bidding Suite solution before jumping in, but thanks to a strong mix of smart technology and consultative services, Ignited has now rolled out bid strategies to additional client accounts. Jeff Bigalow, Associate Media Director at Ignited, observes: “With DoubleClick Search, our expectations have been met and exceeded, especially from a time savings and growth-of-conversions perspective. Without DoubleClick Search, it would have been almost impossible to scale while doing what we were doing on a manual basis.” How does Ignited see advertising evolving over the next five years? “Increasingly, people will be given the option to skip viewing advertising,” says Martin. “This means that you need to make advertising that people choose to engage with.” Without question, DoubleClick Search, as part of the greater DoubleClick Digital Marketing platform, will play an integral role in gathering search insights, to prove the value of search in Ignited’s broader digital marketing strategy and help them more effectively reach and engage consumers across various marketing channels.
“One of the first tactics we recommend to our clients is to make sure their paid and organic search efforts are optimized for maximum return. Search queries can often lead to a consumer’s first and most important experience with a brand. Before you do anything, you have to get search right.’’ —Dave Martin, Senior Vice President of Media
About the DoubleClick Search Performance Bidding Suite The DoubleClick Search Performance Bidding Suite is a robust bid optimization system that offers smart, fast and automatic bid decisions for easier search campaign management. Backed by Google’s many years of search and bid optimization expertise, the proprietary technology behind the Performance Bidding Suite makes intelligent bidding decisions in near real time, based on dozens of external factors and market inputs. Goals can be expressed in a rich language, to help agencies and marketers reach their unique business goals. www.doubleclick.com/search
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