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Behind the Scenes of Manchester City's Ambitious New App

Behind the Scenes of Manchester City's Ambitious New App | Social Media Sports Marketing | Scoop.it
When a gripping sporting event is unfolding right in front of you, should you be looking down at your phone instead? Manchester City FC, last year’s Premier League soccer champions, are positively encouraging... Keep reading →
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The Washington Wizards Add 72% More New Fan Ticket Sales With AdWords – Think with Google

The Washington Wizards Add 72% More New Fan Ticket Sales With AdWords – Think with Google | Social Media Sports Marketing | Scoop.it
urn on ad spend for the 2013-2014 season jumped 293% and 72% of ticket purchases via AdWords come from new fans.
The Goals

Increase ticket sales for the Wizards games
Engage new fans in the mid-Atlantic region

The Approach

Used AdWords ad extensions to attract new fans
Focused ticket pricing strategy on the most engaged AdWords campaigns

The Results

ROAS increased 293% for the 2013–14 season
72% of ticket purchases come from new fans via AdWords

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The Washington Wizards were one of the big surprises of the 2013–14 NBA season, soaring into the playoffs for the first time in five years. Hoping to capitalize on the team's success, Wizards' owners, Monumental Sports & Entertainment, looked for ways to boost ticket sales and draw new fans. Prior to this past basketball season, the Wizards' marketing efforts consisted of traditional print, websites, social media, local news and radio outlets. Now, the company wanted to attract new audiences in the mid-Atlantic region—beyond its existing fan base who typically attend games.

Searching for a better fan experience

In an effort to enhance audience engagement, Monumental turned to Google AdWords, which it was first introduced to at a sports conference in summer 2013. For the 2013–14 season, AdWords accounted for 72% of the Wizards' online spend and 25% of the brand's overall marketing budget. Thanks to a flexible budget, it was able to focus online investment on engaging new fans. "Google Search was a way to do that, because it was a channel that we had not been attacking historically," says Josh Brickman, senior director of strategy and research at Monumental.

Monumental was also intent on improving the fan experience. One of its goals was to thwart ticket sale scams from questionable online brokers. "When fans show up at the box office on a game night and try to scan their ticket and it doesn't work, our hands are tied if they did not buy it from us. We wanted to take greater control of that issue moving into the new season," Brickman said.

Fueling fresh audience insights with ad extensions

When it came to determining a strategy for its search campaigns, the company decided not to compete with high-end ticket brokers for the most popular keywords. Instead, it used specific terms in its AdWords ad extensions to encourage customers to engage with the information in its search ads. For example, a fan searching online for the Wizards' schedule would see an ad with individual game match-ups tailored to his or her interests.

This approach has helped Monumental to better understand the audience purchasing tickets. "AdWords is showing us a truer representation of what transactions actually occur," Brickman says.

Armed with its new engagement insights, Monumental has revamped its pricing strategy, too. The company now focuses on better pricing for campaigns with higher engagement and is not as aggressive about those with lower engagement.

Driving more conversions—and bigger crowds

This ad extensions strategy started the 2013–14 season off on a high note. The Wizards' revenue increased and, simultaneously, made the company more visible to its online audience. The success of the AdWords campaigns was evident around the time of its post-Christmas game with the Detroit Pistons; the Wizards drew their second-highest crowd of the season.

Google ad extensions directed Wizards fans to individual games via primary ticketing partner Ticketmaster.

"Just a simple Google AdWords ad drove more conversions than any other campaign that we offered," notes Brickman. And that's just what the campaign results show. The average price of a Wizards ticket sold via AdWords was 20% higher than for other tracked online sales, and the average total transaction with AdWords was 16% higher than that of other online transactions.

From November to February, the Wizards saw a 277% return on ad spend (ROAS), which rocketed to nearly 400% in the last two months of the 2013–14 season. The overall ROAS for the season was 293%. The AdWords campaigns also drew the new fans the Wizards had hoped to attract—72% of ticket transactions came from new customers.

With the 2014–15 NBA season about to kick off, Monumental is already deep into its strategy for the second season of its AdWords campaigns. A key takeaway has been the timing of the campaigns. To align with the buying habits of Wizards fans, new AdWords campaigns have launched early so they will be in front of potential fans via their search results—and to align with the sales cycle.

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Published October 2014
Topics
Media & Entertainment

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Performance Marketing Case Studies
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8 estratégias de negócios para marcas no Instagram

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Sports Fans and the Second Screen – Google

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Social Photos Generate More Engagement: New Research |

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Importância da imagem

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Video by nike

nike's video on Instagram
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Instagram best practices by Nike

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Home | Fan Engagement

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5 Social Media Trends for 2014, New Research

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Ronaldo: “Desculpas aceites, Pepsi”

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FIFA launches official football app - FIFA.com

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Growing Your Audience, How to Increase Your Social Following

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