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The Washington Wizards had goals of building on the success of the team in the playoffs to attract more fans and sell more tickets. Thus, with the help of AdWords and using ad extensions, the team received new fans, contributed to ticket sales, and achieved a high ROAS.
Objective
Increase ticket sales and acquire new fans.
Platforms
Google AdWords
Strategies Used
Ad extensions, targeted keyword bidding, audience segmentation
Results
293% increase in ROAS, 72% of ticket purchases from new fans via AdWords
Expanding fan base beyond existing audience and combating ticket scams.
AdWords Adoption
Increased AdWords budget to 25% of overall marketing spend.
Ad Extension Implementation
Used ad extensions to provide detailed ticket information.
Audience Segmentation
Focused on new fans through targeted keyword bidding.
Pricing Optimization
Adjusted ticket pricing based on ad campaign performance.
Shifted marketing focus to digital channels, particularly AdWords. Implemented a data-driven approach to ticket pricing and fan acquisition.
Increase in ROAS for the 2013-2014 season
Ticket purchases via AdWords from new fans
Increased ticket sales and overall revenue
Improved fan experience by reducing ticket scams
The Washington Wizards were able to effectively use AdWords to increase ticket sales and thus the fan base. Through the maximization of audience interest and the usage of analytic approaches, the team provided a boost to the company’s success and proved the efficiency of digital marketing in the sphere of sports.
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