Online dating has exploded in the US in recent years, and the space has become increasingly competitive with more dating conversions as a result. Ootem Advertising represented one of the largest sites in the US, and the success of the campaign was measured by driving monthly subscriptions at a profitable cost. Ootem needed to find high-performance traffic to achieve the advertiser's goals.
As Return On Ad Spend on Tier 1 search began to fall below the advertiser's goals, Ootem searched for new partners to help boost campaign performance. In February 2010, Ootem partnered with adMarketplace to extend its SEM reach and drive more paid subscriptions for the dating site. The Keyword targeted campaign was an extension of Ootem Tier 1 Search initiatives and implementation was fast and easy. adMarketplace provided Ootem with managed services for the campaign, assigning a dedicated Search Marketing Analyst to the account. The Analyst was able to load the client's campaign onto the adMarketplace platform in minutes and deliver regular performance reports to Ootem. adMarketplace ran the ads on various sources of its network, while optimizing on the keyword and source level.
| Major Search Totals | Incremental | adMarketplace | ||
|---|---|---|---|---|
| Budget: $500,000 | Budget: $30,000 | Budget: $30,000 | ||
| Average CPC: $1.40 | Average CPC: $1.65 | Average CPC: $1.20 | ||
| Number of Clicks: 357,142 | Number of Clicks: 18,182 | Number of Clicks: 25,000 | ||
| Conversion Rate: 0.78% | Conversion Rate: 0.57% | Conversion Rate: 0.63% | ||
| Total Conversion: 2,786 | Total Conversion: 104 | Total Conversion: 157 | ||
| Cost per Subscription: $179 | Cost per Subscription: $288 | Cost per Subscription: $191 |
During the first few weeks of the campaign, aggressive optimizations were executed by adMarketplace, and performance immediately improved. By the end of the one-month campaign, adMarketplace had delivered Cost Per Subcription results that were better than the client's target goal. The client saw greater ROI and scale by spending its incremental budget on adMarketplace's network instead of with the Tier 1 engines. The campaign was renewed throughout the year and continued to scale.
By providing the client with an additional source of traffic beyond Google, Yahoo, and Bing, Ootem was able to beat the client's goals, while growing the client's subscriber base. The managed services provided by adMarketplace took the workload off Ootem's plate, allowing Ootem to focus on client strategy. adMarketplace has become an integral part of the client's online marketing plan, and continues to perform at the level of Tier 1 Search.
adMarketplace plays an integral role in many of our clients' online marketing strategies. Over the past year we have recommended and utilized adMarketplace with many of our largest clients, and we were not disappointed. adMarketplace delivered above and beyond our expectations, and solidified their network as one of our top performers. Additionally, the team has enjoyed the leadership provided by the adMarketplace Account Team.
— Jason Kelley, Principal & Founder, Ootem Advertising