Broadway.com Paid Search Case Study

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This case study shows how Beeby Clark+Meyler helped Broadway.com improve their search marketing effort by developing a feedback mechanism that allowed keyword optimization in real-time.

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
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

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Broadway.com Paid Search Case Study

  1. 1. Broadway.com!
  2. 2. BeebyClarkMeyler.com | @GoBCM!•  Find a way to measure sales data granularly to help build an effective Keyword Impressions" Bids" keyword bidding strategy"•  Show ticket inventory at varying price points, depending on show No connection was able to be made between revenue and seat selections, using a fixed generated by specific keyword, therefore bids were Cost Per Sale lead to inefficiency ???" not set to optimal levels. Clicks" and missed opportunities"•  Develop a feedback mechanism to allow Broadway.com to optimize Conversions" each keyword independently – in real-time"
  3. 3. BeebyClarkMeyler.com | @GoBCM! A smarter, real-time keyword bidding strategy " Keyword Impressions" Bids"•  Leveraging our search engine marketing platform technology, BCM started a keyword bidding strategy based on Revenue could now be individual keyword level results – not a associated at the keyword level. Keyword level bids group average target" could now reflect direct Real-time activity as opposed to an•  Broadway.com passed back real-time Revenue account average. Clicks" from Sales revenue numbers for each sales Data" transaction. All PPC campaigns would now be run with a Return on Ad Spend target as opposed to a flat Cost Per Sale Conversions" 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"
  4. 4. BeebyClarkMeyler.com | @GoBCM!•  Broadway.com enjoyed greater insight into not only the quantity of sales, but also the quality" Revenue Increased 116% Annual Order Volume Increased•  Keywords were identified that 102% consistently produced higher average order values" ROAS Increased 55% Cost per Sale Decreased 31%
  5. 5. BeebyClarkMeyler.com | @GoBCM!Beeby Clark+Meyler is an award-winning interactive agency focused oninnovation in media. By this we mean the creation of new and more effectivemarketing based on the consumer’s evolving interaction with, andconsumption of, media. "We design highly productive marketing programs that leverage today’s mostengaging digital media technologies to enable more brand engagement,awareness and sales. "For more information, contact Stuart Meyler, Principal"smeyler@beebyclarkmeyler.com, 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"

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