Baylor University Athletics

Paid Social & Paid Search Direct Response Campaigns

Objective:
Drive single game ticket sales for men’s and women’s basketball, as well as season ticket sales for football.

Strategy:

  • Using Facebook and Instagram, 4FRONT targeted known and potential Baylor fans with custom messages for different games and segments like families.
  • Using paid search, 4FRONT carefully organized ad groups with specific match types and negative keywords, then wrote unique copy for men’s, women’s and generic searches. Once running, 4FRONT regularly adjusted bids for keywords, audiences, locations, devices and more to ensure continued improvement.

Results:
The overall campaign drove a 34x Return on Ad Spend and a $9 CPA. Regular optimizations to paid search led to a 57% decrease in search CPA from the end of the first month to the final game of the season.

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