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