Infinity_Awards_2016_Honorable Mention

Objective

  • Launch bid policies, followed by 1,424 scheduled actions based on hourly performance in an attempt to keep their client, as well as 4 retailers locked into specific positions on the Google and Bing SERPs at all hours of the day.

Solution

  • Use the bid to position policy to evaluate the previous day’s performance for corporate, as well as 4 retailers and make adjustments automatically as needed to hold desired position ranges.
  • Deploy 153 different scheduled actions occurring at 4 times throughout the day to either increase, decrease or hold the bids of all keywords in order to stay within desired position ranges to combat SERP volatility throughout the day.

Results

  • Decreased cost per click (CPC) by 41%, translating into $8.5M in savings.
  • Freed up 15 hours a week and redistributed this time to grow the business in other areas.