Opentable

Objective:

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OpenTable aimed to improve the efficiency and performance of their paid search campaigns across key international markets: Australia, Mexico, and Canada. The goal was to develop tailored PPC strategies that maximized ad spend, boosted ROI, and improved overall campaign performance, with each region requiring a unique approach:

• Australia: The focus was on optimizing bidding strategies to lower cost-per-click (CPC) while increasing click-through rates (CTR). OpenTable sought a data-driven approach to enhance campaign efficiency and target high-quality leads more effectively.
• Mexico: OpenTable needed a holiday-specific campaign that would take advantage of the increased demand during the Christmas season. The goal was to create compelling ad copy and improve click share and impression share while increasing ROI.
• Canada: OpenTable wanted to implement a phrase-match keyword strategy to expand reach and increase advertising spend without sacrificing ROI. The challenge was to grow brand visibility and conversions while maintaining profitability.
  

To achieve these goals, our strategy was rooted in data-driven insights and market-specific optimizations. We worked closely with OpenTable’s internal teams to understand the nuances of each region, ensuring that our approach was tailored to meet the specific challenges in Australia, Mexico, and Canada. By utilizing SQL-based data segmentation and in-depth keyword analysis, we were able to streamline bidding processes and target high-value audiences with precision. In each market, the objective was not only to improve immediate performance metrics but also to build scalable, long-term strategies that would drive sustained growth and enhanced brand visibility. Our focus on continual optimization and adaptability ensured that OpenTable remained competitive in dynamic markets, while consistently improving ROI.

Results:

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Through our tailored strategies, we delivered measurable improvements across all markets:

1. Australia: Reduced cost-per-click (CPC) by 35% while increasing click-through rates (CTR) by 12%, significantly improving bidding efficiency and campaign performance.
2. Mexico: Our Christmas-specific campaign elevated ROI from 110% to 148% within a month, with enhanced click share and impression share thanks to more targeted ad copy and keyword adjustments.
3. Canada: Implemented a phrase-match keyword strategy that led to a 51% increase in ad spend while maintaining strong ROI, driving greater visibility and engagement without compromising profitability.
   

These results demonstrated the power of a market-specific approach, optimizing every aspect of OpenTable’s paid search campaigns to maximize ROI, reduce costs, and scale their global reach effectively.