Challenges

  • Use paid search to drive sales through advertiser site instead of third party vendor sites
  • Improve ROI and maintain impression share of non-brand and generic campaigns
  • Efficiently manage bids based on current market conditions and historical performance

Solutions

  • Implemented bid-to-ROI based bidding model for non-brand campaigns
  • Adjusted minimum ROI model based on device to take into account performance differences between mobile and desktop

Results

  • Increased ROI by 205%
  • Increased revenue by 81%
  • Decreased CPC by 36%
  • Increased conversions by 59%
  • Increased conversion rate by 73%
  • Decreased CPA by 63%

 

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