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• 20 years in business (only online)
• 40,000 dues paying members
• Multiple revenue sources
• In-house tech, creative team
Party Planning
• Website redesign recently launched
• No understanding of CPA/S
• $40 revenue per conversion (product 1)
• SEM CPS > $200 (product 1)
• Global use of broad match
Party Planning
1. Paused all high CPS keywords
2. GWT, DeepCrawl, and Screaming Frog to find site errors
Immediate Steps
• Structured data (ranking, reviews, video, etc.)
• Integrate blogs into main site (and analytics)
• Transaction to engagement (cLTV)
• Community outreach and link building
Long-term implementation
• Better product ad segmentation
• Use of phrase match, modified broad match
• Bid management tool (Kenshoo)
Long-term implementation