Low Cost Pay Per Click Advertising - Case Study
"The World Cup 2006 Tickets campaign has been a resounding success, mainly owing to the extremely low cost per click achieved. This has allowed us to expand our reach to the maximum percentage of the customer base in all of the main European languages"
The Brief
World-Cup-2006-Tickets.com was set up solely to target Internet users looking to buy tickets for the 2006 football World Cup in Germany. The aim of the site was to make tickets available to football lovers worldwide, irrespective of the languages spoken, geographic location or teams they supported.
Pay Per Click Marketing Strategy
In order to reach the largest possible audience, it was imperative that the World Cup 2006 Tickets campaigns were set up in the native languages of the main participating countries. This meant that AccuraCast had to create multiple campaigns on Google AdWords, each one targeted at a specific language, and multiple accounts in Yahoo! each one targeted at a different country.
The main features of these campaigns were:
- Widest possible delivery, through the search and content networks
- Maximised click-through rate (CTR) to minimise CPC
- Positioning adjustment to maximise conversion rates
Ad text, destination URL's, ad delivery times, bid values and ad positioning were constantly updated throughout the course of the campaigns to capitalise on ticket buyer behaviour and match results.
"The dynamic nature of the World Cup made this a truly exciting campaign. Target languages, ad text and bid values were constantly changing, as teams won and lost. Our multilingual PPC experts loved it when their team won because they could snub the losers and then write exciting new ads to promote their country's team's matches."
Results
| Distribution | Click Through Rate (CTR) |
Cost Per Click (CPC) |
|---|---|---|
| Content Network | 0.3% | £0.03 |
| Search Network | 3.7% | £0.11 |
| Averages | 0.6% | £0.07 |
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