NHL
The Goal
The goal was to attract as many new subscribers to the digital service as possible while maintaining a mutually agreed upon ROAS threshold. NHL also wanted to achieve a greater impression share on key related web searches on competitors’ keywords and to win a greater market share in critical high-value international and foreign language markets.
The Strategy
MuteSix used automated bid strategies, promotional ad copy, countdown customizers, and promotion extensions to highlight subscription price drops. NHL.TV’s AdWords search ads targeted branded keywords, generic hockey searches, competitors’ names, and foreign language queries.
The Results
NHL’s penetration improved in 12 foreign markets, boosting revenue generated from AdWords by 21%.