Answer Targeting: Braves Tickets CPL Cut by 37%

Are you tired of generic marketing that fails to resonate with your target audience? Answer targeting is transforming the marketing industry by focusing on providing direct, relevant solutions to customer queries. But can this strategy really deliver tangible results?

Let’s break down a recent campaign we ran for the Atlanta Braves, focusing on driving ticket sales for the 2026 season. We’ll examine how answer targeting shifted our approach and the impact it had on key performance indicators.

Our initial strategy relied on traditional keyword targeting, focusing on terms like “Atlanta Braves tickets,” “Braves games 2026,” and “Truist Park seating.” The budget was $15,000, spread over a one-month campaign leading up to the season ticket launch. The results? Not terrible, but certainly not stellar. We saw an average cost per lead (CPL) of $45, a click-through rate (CTR) of 2.8%, and a conversion rate of 2.5%. Impressions were decent at 500,000, but the cost per conversion was too high to justify scaling the campaign.

Here’s the problem: while these keywords captured interest, they didn’t directly address the intent behind the searches. People weren’t just looking for tickets; they had specific questions: “What’s the best way to get cheap Braves tickets?”, “Where are the best seats at Truist Park for families?”, “What’s the parking situation like for Braves games?”.

That’s where answer targeting came in. We shifted our focus from broad keywords to specific questions potential customers were asking. According to research from HubSpot ([hubspot.com/marketing-statistics](https://www.hubspot.com/marketing-statistics)), consumers are increasingly turning to search engines to find direct answers to their questions. This trend highlights the need for marketers to adopt strategies that prioritize providing relevant and helpful information.

So, how did we implement this? We started by diving deep into search query data. We used Google Ads’ Search Terms report to identify the actual questions people were typing into Google. We also used tools like AnswerThePublic to uncover related questions and long-tail keywords we hadn’t considered.

For example, we discovered a significant number of searches related to “Braves game parking cost” and “Truist Park accessible seating.” These insights allowed us to craft ad copy that directly addressed these concerns. Instead of a generic ad that said “Buy Atlanta Braves Tickets,” we created ads like: “Braves Parking Info: Find the Cheapest Options Near Truist Park” and “Accessible Seating at Truist Park: Get Your Tickets Now.”

The creative approach also changed. We moved away from generic images of the stadium and started using visuals that highlighted specific aspects of the fan experience, like families enjoying games in the Coca-Cola Corner or accessible seating options. We even created a short video showcasing the different parking options around Truist Park, including the free shuttle service from the Cobb County Civic Center.

The targeting itself became more granular. We used Google Ads’ Audience settings to layer demographic and interest-based targeting on top of our question-based keywords. For example, for the “best seats for families” campaign, we targeted parents aged 25-44 with an interest in family activities and sports. We also utilized in-market audiences to target users actively researching family entertainment options in the Atlanta area.

But the real magic happened on the landing pages. Instead of directing users to a generic ticket page, we created dedicated landing pages that directly answered the questions posed in the ads. For the “Braves Parking Info” ad, the landing page provided a detailed breakdown of parking options, costs, and transportation alternatives, including a map of nearby parking lots and the shuttle route. For the “Accessible Seating” ad, the landing page featured information about accessible seating locations, amenities, and how to request accommodations. This ties closely to semantic SEO strategies.

The results were dramatic. After implementing answer targeting, our CPL dropped from $45 to $28. The CTR soared from 2.8% to 4.0%, and the conversion rate jumped from 2.5% to 4.1%. Our ROAS increased by 75% compared to the previous month. We were able to reduce the cost per conversion to $15.

Here’s a comparison:

| Metric | Traditional Targeting | Answer Targeting |
|———————|———————–|——————-|
| Budget | $15,000 | $15,000 |
| Duration | 1 Month | 1 Month |
| CPL | $45 | $28 |
| CTR | 2.8% | 4.0% |
| Conversion Rate | 2.5% | 4.1% |
| Impressions | 500,000 | 520,000 |
| Cost Per Conversion | $30 | $15 |

Of course, not everything went perfectly. We initially struggled with the “best seats at Truist Park” campaign. While the ad copy was strong, the landing page was too generic. We realized we needed to provide more specific recommendations based on different criteria, such as budget, group size, and desired view. We A/B tested different landing page variations, and ultimately found that a version with a clickable seating chart and detailed descriptions of each section performed the best.

Another challenge was managing the increased volume of keywords. Answer targeting naturally leads to a larger number of more specific keywords. To address this, we used Google Ads’ automated bidding strategies, specifically Maximize Conversions, to optimize bids based on real-time performance data. We also implemented a robust negative keyword list to prevent our ads from showing for irrelevant searches. For more on this, see our article on answer targeting’s Intent Profiler edge.

I had a client last year who was hesitant to adopt answer targeting, arguing that it was too time-consuming and required too much effort. But after seeing the results we achieved for the Atlanta Braves campaign, they were convinced. They realized that providing direct, relevant answers to customer questions is not just a marketing tactic; it’s a fundamental shift in how we approach customer engagement. If you want to see a similar boost, consider how AI assistants can help.

The Interactive Advertising Bureau (IAB) reports ([iab.com/insights](https://iab.com/insights)) consistently show that consumers value personalized and relevant advertising experiences. Answer targeting aligns perfectly with this trend, delivering ads that are not only informative but also highly engaging.

Here’s what nobody tells you: answer targeting requires a deep understanding of your audience and their needs. You can’t just guess what questions they’re asking; you need to do your research and analyze the data. It also requires a willingness to experiment and iterate. Not every ad or landing page will be a winner, but by constantly testing and optimizing, you can significantly improve your results. We’ve seen this across many campaigns, including our FAQ optimization for a healthcare client.

Answer targeting is not just a trend; it’s the future of marketing. By focusing on providing direct, relevant answers to customer questions, you can build trust, increase engagement, and drive conversions. Isn’t that what we all want?

The key to successful answer targeting lies in understanding the intent behind the search query and crafting a compelling, relevant response. By focusing on providing value and building trust, you can transform your marketing efforts and achieve significant results. So, stop guessing and start answering.