Automation & PPC In-Housing Utilising SA360 with Incubeta
The theatre ticketing industry in the digital space is fast-paced. Constant sale ad copy changes, sudden ticket price updates and campaign builds for new and upcoming shows at a moment’s notice. All of this presented a challenge for ATG without an automated solution in place.
Manually building and updating campaigns was taking a significant amount of time and resulted in delays in show campaigns going live. This meant ATG was losing market share and were arriving in highly saturated PPC markets for new shows, leading to higher CPCs. Ensuring ticket prices shown in ad copy aligned with site pricing also proved to be a challenge, resulting in poor user experiences.
Incubeta was tasked with building an automated solution that would reduce hours spent building & updating show campaigns, reduce CPCs and increase show traffic.
After onboarding ATG onto SA360, the search engine management solution for the Google Marketing Platform, we were able to consult with ATG and provide bespoke training on an automated solution to the above challenges described.
We leveraged SA360’s very own Inventory Management, a powerful automated technology used to supercharge advertisers’ campaign generation through dynamic templates pulling data from a feed.