Case Study: Online Marketplace achieves higher holiday campaign ROI with 3Q Digital

Predicting And Allocating Holiday Budget By Leveraging Past Data

Online Marketplace, an online marketplace of independent artists and designers, needed help using past seasonal data and rising competitive CPCs to better predict and allocate high-ROI holiday budget for paid search campaigns. 3Q Digital worked with the customer to analyze competitor auction positioning and historical trends to guide holiday budgeting decisions.

3Q Digital implemented an auction-positioning and allocation plan that adjusted investments based on which auctions were most affected by competition. As a result, the first month of optimized campaigns reduced CPA by 12% in the “Christmas” campaign and 20% in the “holiday” campaign, while conversion rates increased by 66% and 117% even as CPCs rose 48% and 73%, respectively.