Search Scrum: Paid Search Marketing Optimization | Round Barn Labs

Improving Digital Advertising ROI

July 29, 2020

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Paid Marketing
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Tye DeGrange

Setting the Stage

Venue operator AEG and its ticketing subsidiary AXS needed to up their digital marketing game if they wanted to build on their position near the top of the online ticketing market. AXS knows how to sell tickets for big events - primarily concerts, but with the secondary ticketing space becoming more and more crowded, they identified a need to make better use of paid social to target specific events that were considered key to the success of AXS and its partners.

They turned to Round Barn Labs to improve the effectiveness of their digital ad creatives through a rigorous testing regimen, develop proper account and campaign structures, and drive more conversions on Facebook and Instagram, - all while seeking to bring down their cost per acquisition. The results speak volumes.

Across Facebook & Instagram In less than 3 months, AXS experienced:

Upping the Volume

Round Barn Labs answered the call. We started by updating the AXS account structure in Facebook/Instagram by moving to Campaign Bid Optimization (CBO) campaigns with dynamic creative. This allowed the team to test different creative variations more quickly during short campaign bursts in the run-up to a hot event. RBL also ran a number of tests structured around conversion objectives to focus the Facebook algorithm on increasing the number of secondary tickets sold.

 

The Grand Finale

In less than 3 months, the new approach began to reach a crescendo. Round Barn Labs’ structural improvements lowered AXS’ cost per secondary ticket order by 63%. Improvements in creative due to more rigorous testing led to a 234% increase in secondary ticket ROAS. Due in part to this increased efficiency, RBL was able to increase AXS’ quarterly advertising budget by 62%. AEG and AXS were so impressed that they asked RBL to expand our paid marketing expertise to AXS sports and conference events.

To find out how Round Barn Labs can help you reach your growth goals by getting more from your ad spend and more, contact us today.