This paid search case study shows how Beeby Clark+Meyler helped Broadway.com improve its paid search engine marketing efforts by developing a feedback mechanism that allowed keyword optimization in real time based on ROI.
Challenge
- 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
Solution
- Leveraging our search engine marketing platform technology, BCM started a keyword bidding strategy based on individual keyword level results – not a group average target
- 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
Results
- 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