CASE STUDY

FITE TV

Search Excellence

27%

increase in ad-attributed revenue

 

10%

incremental revenue from Bing Ads and SA360

BACKGROUND

FITE TV is the largest independent digital network for combat sports, streaming over 1,500 pay per view events per year.
Working with 250+ content programmers from around the globe, FITE TV delivers world-class entertainment to its 1.5M+ registered viewers, live, on every screen.

SERVICES & PLATFORMS

Google Search

Microsoft Ads (Bing)

CHALLENGE

The team was successfully leveraging Display, Video, Shopping, Social and direct media buy, but was under-leveraging Google Search. FITE TV airs 20 live PPV events per week and the team had limited resources to build dedicated campaigns, resulting in only 10% of all events being promoted in Google Search.

STRATEGY

To close the event promotion gap in Google Search we built an internal application (Dynamic Event Promoter) that leverages the Google Ads API and an event product feed to automatically create a new Google Ads search ad group for every new event, including search keywords, text ads and ad extensions. We further extended the search reach by building automated import rules in Bing Ads and leveraged Search Ads 360 for data-driven conversion attribution and cross-search-engine smart bidding.

RESULTS

After the introduction of the Dynamic Event Promoter app, FITE TV moved from promoting less than 10% of the PPV events to promoting 100%. This automation scaled their search presence internationally and scaled business pipeline from long-tail events by 27%, while keeping return on ad spend above 2x.

“Collaborating with VertoDigital has unlocked the potential of our data feed in a brand new way. Initially, we built DEP to automate our long-tail event promotion in search, but soon began leveraging it for our top priority events, as well. We are now promoting more events and are being 100% hands-off in the process. Results are tangible – 27% growth in revenue for our long-tail events.”

Kosta Jordanov, CEO of FITE

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