2015 Infinity Award Entry: Best Day Travel

Objective

• Minimize cost-per-click for branded campaigns while maintaining consistent click and sales volume

Solution

• Utilize Bid to Position bid policy to gain clicks and sales without increasing spend
• Implement CPC max limit rule to prevent unwanted spend

Results

• 78% year-over-year decrease in cost-per-click
• No loss in click or sales volume with savings of $200,000 for the year