Haymarket Consumer Magazines – PPC Case Study
“1upDigital came along at just the right time and showed us what was possible with PPC. Search marketing is now a major element in our marketing plans and is proving to be a very profitable channel for us.”
Lucy Harmer, Direct Marketing Manager, Harmarket Media
PPC overtakes traditional marketing channels for major UK publisher
Background
Haymarket Media Group is a major content publisher both in the UK and Worlwide. The consumer Direct Marketing team came to us as complete Pay-Per-Click novices.
In fact, they had been put off by other ‘big’ agencies who had talked impressions, clicks, kick-backs and big money, rather than sales and conversions and Return on Investment. They thought that their needs and budgets were too small for PPC.
Objectives
- To test PPC as a new, more cost effective way to recruit subscribers
- Grow subscriber base
- Generate leads through creative use of content
- Reduce cost per acquisition (CPA)
Strategy
After extensive keyword, market and competitor research, we created PPC campaigns for 18 magazines on both the search and content networks, closely monitoring them over the first month.
Within the first month we could see that there was a problem with the subscriptions e-commerce site. Driving traffic to the site was not a problem with Click Through Rates as high as 14%.
Using Google Analytics we could see that there were some problems, particlularly with the checkout process, highlighting that the website needed some work.
Results
- Over 3,500 new subscriptions have been generated through PPC
- The cost per conversion has dropped by 75% in the last 12 months
- PPC has overtaken more traditional subscriptions marketing methods
- By driving traffic through AdWords and using Google Analytics to track user behaviour, we uncovered areas where the Haymarket Consumer Subscriptions website needed crucial design and usability work
