This case study shows how Beeby Clark+Meyler helped Broadway.com improve their search marketing effort by developing a feedback mechanism that allowed keyword optimization in real-time. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

1. Broadway.com!

2. BeebyClarkMeyler.com | @GoBCM!
• Find a way to measure sales data
granularly to help build an effective Keyword
Impressions"
Bids"
keyword bidding strategy"
• Show ticket inventory at varying
price points, depending on show No connection was able to
be made between revenue
and seat selections, using a fixed generated by specific
keyword, therefore bids were
Cost Per Sale lead to inefficiency ???"
not set to optimal levels.
Clicks"
and missed opportunities"
• Develop a feedback mechanism to
allow Broadway.com to optimize
Conversions"
each keyword independently – in
real-time"

3. BeebyClarkMeyler.com | @GoBCM!
A smarter, real-time keyword bidding
strategy " Keyword
Impressions"
Bids"
• Leveraging our search engine marketing
platform technology, BCM started a
keyword bidding strategy based on
Revenue could now be
individual keyword level results – not a associated at the keyword
level. Keyword level bids
group average target" could now reflect direct
Real-time activity as opposed to an
• Broadway.com passed back real-time Revenue account average. Clicks"
from Sales
revenue numbers for each sales Data"
transaction. All PPC campaigns would
now be run with a Return on Ad Spend
target as opposed to a flat Cost Per Sale Conversions"
target"
• The keyword bidding strategy was now
based on actual real-time return, as
opposed to a campaign average, which
was not always an accurate target at the
keyword level"

4. BeebyClarkMeyler.com | @GoBCM!
• Broadway.com enjoyed greater insight
into not only the quantity of sales, but
also the quality" Revenue
Increased
116%
Annual Order
Volume
Increased
• Keywords were identified that 102%
consistently produced higher average
order values" ROAS
Increased
55%
Cost per Sale
Decreased
31%

5. BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media. "
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales. "
For more information, contact Stuart Meyler, Principal"
smeyler@beebyclarkmeyler.com, 203.653.7950"
!
Visit: BeebyClarkMeyler.com!
Follow: @gobcm"