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
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