Capitalizing on fan excitement and enthusiasm to drive online sales
They call the NCAA championships “March Madness” for a reason: seventeen days, sixty eight teams, sixty seven games – this isn’t a competition for the faint of heart. Teaming up with iProspect, Lids knows March Madness well and has seen continuous performance improvement in their campaigns around this key sporting event for nearly the last decade, but in 2015 they wanted to level up their game even more.
average order value YoY
After nine years working together on March Madness campaigns, coming up with a new PPC approach that would yield these kinds of results was not easy. But, we can always count on iProspect to come to the table with smart ideas that drive the kind of performance we expect.
The audience for March Madness and Lids’ products includes students currently enrolled in college, college alumni, and local supporters of the various participating colleges and universities. Because of the scope (number of teams and number of games) and the density of games over such a short period of time, managing and optimizing bids manually wasn’t going to be an option for this situation.
To reach this audience with the right message at the right time, we planned to use a custom ad script to automate bid increases in near real time. The concept was to automatically increase bids for ads promoting product related to teams who won their March Madness games and were advancing to the next round, thus capitalizing on fan excitement and enthusiasm.
The Lids team provided a list of products for which they had substantial inventory, and we created an ad matrix of product types and team names. We then customized existing Google MCC (my client center) script technology to create script logic that interpreted an RSS score feed and then automatically increased bids on ads related to the winning teams’ merchandise.