Case Studies

Executive Summary

In 2001, Papa John’s became the first pizza chain to offer national online ordering and, in 2006, became the first to offer 24/7 online ordering. They knew that to remain the leader of the pizza pack, they’d have to stay top-of-mind with consumers – and that meant staying on top of search results. And that meant turning to Advertising.com’s OutSearch™ solutions.

Testimonial

“Advertising.com’s OutSearch solutions make sure we’re just a click away when someone is in the mood for Papa John’s.”
Bob Ford, Director of Online Marketing, Papa John’s

Products / Solutions Used

• OutSearch Search Engine Marketing

Objectives

Search is one of the best, most cost-effective ways for Papa John’s to ensure hungry consumers find them first. But in early 2006, they realized their search vendor was not managing their search campaign to its full potential – new terms were not being added and term performance was not being effectively tracked. Always looking to grow and improve, Papa John’s turned to Advertising.com’s OutSearch for help.

Strategy

We developed and implemented a search strategy that included continual keyword evaluation and development, constant data analysis, and ongoing bid adjustments to reflect keyword performance – i.e., resulting online orders. This dynamic strategy meant that Papa John’s would no longer be paying top-dollar for non-performing terms and could quickly add new terms that showed promise.

First, our dedicated search team focused on managing keyword bids in relation to individual keyword performance. After reviewing Papa John’s keyword portfolio, the team developed additional keywords and fresh creatives to capture opportunities that had been overlooked. As the campaign launched, the team was able to continually evaluate the performance of every term and adjust bids accordingly – removing keywords that weren’t generating sales and focusing bid dollars on the best performers.

Results

Our efforts immediately improved Papa John’s search performance and ROI -– exactly the results that the company had been seeking. In fact, from March to May, we decreased the number of search impressions by 38% while increasing the number of online orders by 61%. In those three months alone, the new search marketing strategy generated millions in online sales their previous vendor had been letting fall through the cracks.