Download pdf - Broadway.com Paid Search Case Study

Broadway.com!

BeebyClarkMeyler.com | @GoBCM!

•  Find a way to measure sales data granularly to help build an effective keyword bidding strategy"

•  Show ticket inventory at varying price points, depending on show and seat selections, using a fixed Cost Per Sale lead to inefficiency and missed opportunities"

•  Develop a feedback mechanism to allow Broadway.com to optimize each keyword independently – in real-time"

Impressions"

Clicks"

Conversions"

???"

Keyword Bids"

No connection was able to be made between revenue

generated by specific keyword, therefore bids were

not set to optimal levels.


A smarter, real-time keyword bidding strategy "

Impressions"

Clicks"

Conversions"

Real-time Revenue

from Sales Data"

Keyword Bids"

Revenue could now be associated at the keyword level. Keyword level bids could now reflect direct

activity as opposed to an account average.

•  Leveraging our search engine marketing platform technology, BCM started a keyword bidding strategy based on individual keyword level results – not a group average target"

•  Broadway.com passed back real-time revenue numbers for each sales transaction. All PPC campaigns would now be run with a Return on Ad Spend target as opposed to a flat Cost Per Sale target"

•  The keyword bidding strategy was now based on actual real-time return, as opposed to a campaign average, which was not always an accurate target at the keyword level"


•  Broadway.com enjoyed greater insight into not only the quantity of sales, but also the quality"

•  Keywords were identified that consistently produced higher average order values"

Cost per Sale Decreased

31%

ROAS Increased 55%

Annual Order Volume

Increased 102%

Revenue Increased 116%


Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. "We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. "For more information, contact Stuart Meyler, Principal"[email protected], 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"