• 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

• CPA dropped from >$200 to $3.83 (product 1)

• Organic traffic increased 32% in first quarter

• Lead conversion increased 127%

Results