With hundreds of thousands of vendors globally, WeddingWire (part of The Knot Worldwide) is a leading wedding marketplace connecting engaged couples with local wedding professionals. The team has been working with Kenshoo, across the US and Europe, since August 2019 to run its search and social advertising.
Smart Bidding Alone Did Not Offer Enough Control Over Budgets
In the US, the majority of WeddingWire’s search activity promotes vendor services such as photography, cake bakers or hotel blocks. Campaigns are created for every service, each with different goals, making the program complex to manage.
For “photographer” campaigns specifically, the team was using Google Ads Smart Bidding to run Target CPA (tCPA) strategies within the native platform. Despite being pleased with performance, with monthly budgets to adhere to a lot of manual work was still required adjusting tCPA goals in order to prevent overspend.
Kenshoo’s Search Intelligence Goes ‘Beyond the Bid’ to Add New Value
Kenshoo Search fully supports tCPA strategies using Smart Bidding and, as WeddingWire discovered, adds value beyond this with its intelligent bidding optimization solutions.
WeddingWire adopted Budget Navigator, a predictive budget planning tool that can be layered on top of Smart Bidding, to automatically adjust CPA targets based on how they were pacing towards the monthly goal. With forecasts regenerated daily and bid and budget allocations adjusted accordingly, WeddingWire was able to meet both its budget goal and tCPA with ease.
Smart Bidding + Kenshoo = Better Together
After running Smart Bidding + Budget Navigator for six weeks, WeddingWire saw a notable increase in “Total Leads” while also reducing Cost per Total Lead on the “photographer” campaigns.
- Adjusting tCPA to stay within campaigns monthly budget required a lot of manual work for the Wedding Wire team.
- Budget Navigator layered on top of Smart Bidding automatically adjusted CPA targets based on how they were pacing towards the monthly goal.
- Notable increase in “Total Leads”
- Reduced Cost per Total Lead