Challenges

  • Find ways to better automate and optimize program during 2014 World Cup
  • Efficiently manage and increase mobile presence for teams and players during actual game times
  • Promote key World Cup products such as cleats, balls, and jersey for without detracting from overarching campaigns

Solutions

  • Utilized Scheduled Actions & Dimensions to efficiently manage mobile ads
  • Optimized Product Listing Ads with tailored bid policies
  • Isolated key ad groups for team apparel, cleats and official game balls, the Brazuca, to drive bids for these targeted groups

Results

  • 26% increase in PLA revenue
  • 48% increase in WoW PLA traffic
  • 650 mobile conversions

 

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