GolfNow Sitelinks & AdTesting Case Study

Overview:
GolfNow is a leading provider of golf tee times. GolfNow runs paid search in multiple regions and planned to expand regions and courses targeted in 2010.  Correlating with market expansion, GolfNow was looking to aggressively increase number of booked tee times, and GolfNow ramped up its budgets and projections accordingly.

Objective:
GolfNow was looking to increase booked tee times in new markets while maintaining its cost per acquisition threshold. The goal was to increase booked tee times at the same rate of monthly budget increases.

Challenge:
The law of diminishing returns requires a greater amount of money to be spent on each new acquisition.  GolfNow experienced substantial growth through the first quarter but hit a wall where new acquisitions became too costly.

Strategy: 
Anvil looked to increase clickthrough rate of GolfNow PPC ads through ad testing and the use of Sitelinks for top regions.  Sitelinks, additional links shown on Google PPC ads, were added to top region PPC ads directing users to a variety of content on golfnow.com.  Additionally, ad testing was used to identify ads that led to a high conversion rate.

Results:
Year over year, GolfNow saw a 158% increase in clickthrough rate.  As a result, GolfNow’s paid search campaigns led to a 121% increase in booked tee times over the previous year while lowering cost per acquisition by 23%

URL:
GolfNow