Objective

  • Drive more qualified registered users through non-branded paid search efforts

Solution

  • Utilize Kenshoo tracking to accurately account for qualified registrations driven by paid search
  • Implement Kenshoo Bid to Custom Metrics policy to distinguish performance and bid to the most cost effective position
  • Apply dimensions to compare performance and automate weekly reporting to track ongoing performance

Results

  • Scaled paid search program 5X within 1 year while improving overall efficiency
  • 118% YoY increase in registrations and 273% YoY increase in non-brand registrations