The Rugby Football Union

: : Background

The RFU is England's governing body for Rugby. When the RFU were looking to drive sales to their online shop and increase online brand presence, they turned to MIVA, leaders in performance marketing.

: : Campaign Objective

The RFU worked with MIVA to develop a campaign that was two-fold in its approach:

To drive sales to the RFU online Rugby Store
To increase brand presence amongst searchers

: : Campaign Strategy

The campaign was timed to take advantage of exposure generated by tours from Australia, New Zealand and South Africa:

Keywords:

A mixture of generic and specific keywords was employed, all relating to merchandise sold through the Rugby Store.

Generic phrases such as 'rugby gear' drive high levels of traffic,
Specific terms like 'gilbert rugby ball' drive highly targeted users often at a lower bid price, helping to keep CPA's low.

The RFU used MIVA's keyword generator tool to assist when selecting keywords and base their campaign on up-to-date consumer data. The keyword generator allows advertisers to see what keywords relevant to their business are being searched upon across the MIVA Network.

Titles:

In accordance with MIVA's editorial policy, all titles and descriptions use the search term in the title, increasing the probability of a user clicking through.
E.g. If a user searches for 'England rugby shirt' the results will read 'Buy an England rugby shirt'

DEEP CONTENT URLs:

The RFU worked to develop deep content URLs to direct users straight to relevant sections of the site. A user who searches for 'Australian rugby jersey' will go directly to the page where they can be bought.

: : Results

ROI: For every £1 spent on MIVA, the RFU saw a £37 return on their investment
Traffic: The RFU received 722 clicks for a total cost of £59.41

: : Client Comment

"This has been a tremendous success for the RFU, generating great conversions to order, outperforming other search channels that we were utilising in terms of ROI."

Paul Rudge, Brand Manager, RFU