OVERVIEW

• Client Name: Fanatics Events
• Industry: Sports Collectibles, Memorabilia, and Entertainment
• Event Name: WWE World at WrestleMania‍
• Event Date: April 4th - April 8th, 2024‍
• Event Location: Pennsylvania Convention Center, Philadelphia, PA‍
• Initial Situation: Fanatics Events internal team had minimal digital marketing expertise and initially ran rudimentary paid media campaign.‍
• Ad Platform: Google Search Ads‍
• Campaign Duration: March 15th - April 7th, 2024‍
• Campaign Objectives:
  • ‍Drive ticket sales by maximizing conversions‍
  • Optimize cost efficiency through strategic targeting and bid adjustments.
• ‍Success Metrics: Cost, ROAS, CPA, Conversions, Clicks, CPC

STRATEGY AND SOLUTION

• Campaign Structure:
  • I used Google Search Ads with a dynamic radius targeting approach, progressively narrowing the targeting radius around the Pennsylvania Convention Center as the event date approached. The radius shrank to 25 miles by the end of the campaign, targeting high-intent audiences close to the event location.

• Ad Copy and Creative:
  • Ad Copy: Utilized 10 headline variations and 4 descriptions to ensure message relevance and resonance.

• Ad Assets: Included 2 sitelinks and 3 callouts to enhance visibility and provide additional navigation options for users.

• Bidding Strategy and Spend:
  • Initially started with Manual CPC bidding to control spending closely.
  • Next, moved to semi-automated bidding called "Enchanced CPC"
  • Later, Shifted to Maximize Conversion Value to automate optimization as we gathered data, ultimately setting a Target ROAS of 953.209% to sustain high returns.
  • The campaign started with a daily spend of $100, gradually increasing to $600/day as the event date approached. The total budget was adjusted from an initial $9,000 to around $6,000 as efficiency increased.

• Keywords and Targeting:
  • Conducted keyword research using Google Keyword Planner, Ahrefs, and suggested keywords.
  • Target Keywords: Started with 54 exact match, 71 phrase match, and 54 broad match keywords, later refining to 79 broad match keywords based on performance data.
  • Negative Keywords: Implemented 77 broad match negatives, optimizing to 69 broad match negative keywords to filter irrelevant traffic effectively.
  • Geo-targeting: The campaign used dynamic radius targeting around the event venue and dynamic spend flighting, scaling spend strategically as the event date drew closer.

RESULTS

• Awareness Metrics:
  • Impressions: Achieved 40,776 impressions, boosting brand visibility and engagement among the target audience.
  • Clicks: Clicks per day reached a peak of 1,625 on April 5th.
  • CPC: Peaked at $1.44 on March 17th, stabilizing to $0.42 by April 7th.

• ‍Conversion Metrics:
  • Total Spend: $6,337.61, managed to balance budget and ROAS.
    • Daily spend was controlled and optimized starting at $4.26 on March 16th
    • Making sure ROAS doesn’t drop, it was slowly increased to $211.13 on March 16th
    • Later, achieved max daily spend $619.72 by April 5th as the event approached
  • Return on Ad Spend (ROAS): Achieved a 4,120.95% overall ROAS.
    • ROAS started at 2,951.04% on March 19th, peaked at 9,112.01% on March 29th, and stabilized at 4,870.20% by April 6th.
  • Conversions: Totaled 1,681.22 conversions.
    • Conversions surged as the event approached, from 29 on March 22nd to 224.92 on April 6th.
  • Cost Per Acquisition (CPA): Optimized to $3.77.
    • CPA reduced significantly from $14.36 on March 17th to $3.25 by April 7th

AUDIENCE INSIGHTS

• Demographics:
  • Gender: 80.62% male, 19.38% female by conversion value.
  • Age Groups: Core age group was 35-44, followed closely by 25-34.
• Time and Day Performance:
  • Best Times: Most conversions occurred between 9 AM - 1 PM.
  • Best Days: Friday was the highest-performing day, followed by Thursday and Saturday.

CONCLUSION

The campaign for WWE World at WrestleMania successfully met and exceeded its objectives by combining strategic radius targeting, high-performing ad copy, and adaptive bid strategies. Through controlled budget allocation and dynamic targeting, I maximized ROAS while managing CPA efficiently. This approach, along with a progressive, controlled increase in spend and focused keyword targeting, enabled a strong 4,120.95% ROAS and 1,681.22 total conversions.

REFERENCE URLs

• https://www.fanaticsevents.com/
• ‍https://www.fanaticsevents.com/wwe/tickets‍
• https://www.showclix.com/tickets/wwe-world-at-wrestlemania‍