Maximising return from your digital
subscription marketing activities
Carola York, Jellyfish Publishing
Dovetail User Grou...
Carola York
Managing Director, Jellyfish Publishing
Jellyfish are a full service digital marketing agency, renowned for th...
What I’m covering today...
1.

Recent changes in SEO and PPC affecting subscription generation

2.

Working effectively in...
Recent changes in SEO and PPC
affecting subscription generation
4

Carola York, Jellyfish Publishing | 11 December 2013
Organic search has fundamentally changed
• The September Hummingbird update to the Google search
algorithm was significant...
Content is now king
• SEO optimisation is now about providing users with meaningful content – as opposed to optimising the...
And Google will continue to make further updates
• Whether we like it or not, Google set the rules – and the rules change ...
PPC is no longer a simple ‘one click to sale’
• The user journey from someone clicking on a PPC ad is no longer straightfo...
Don’t view your PPC spend in isolation
• These complex user journeys are easy to track for digital channels, but people re...
Working effectively in today’s
multiple device landscape
10

Carola York, Jellyfish Publishing | 11 December 2013
Use of multiple devices is now prevalent...

11

Carola York, Jellyfish Publishing | 11 December 2013
But conversion rates from mobiles are still low...
• Depending on the brand, Jellyfish Publishing see the highest conversi...
Even with responsively designed sites...
• Responsive design definitely helps to boost subscription conversion rates from ...
And PPC can no longer by managed by device
•

•

This makes it far tougher to optimise PPC by device than
before.

•

14

...
Maximising return from
your PPC activities
15

Carola York, Jellyfish Publishing | 11 December 2013
Monitor and track your metrics daily
• Weekly or monthly monitoring is not enough.
• You could be spending valuable budget...
Improving ROI through
ReMarketing
17

Carola York, Jellyfish Publishing | 11 December 2013
Make sure you have Remarketing in all forms set up
When people visit your website, but leave without buying,
Remarketing l...
Remarketing text and image ads

Text

Image

19

Carola York, Jellyfish Publishing | 11 December 2013
Good for subs generation – and brand awareness
• Although Remarketing might not always directly pay it’s way, if you take ...
Separately target visitors who hit your shopping basket
• Your hottest prospects are going to be the people who visited yo...
Remarketing for Search
• Remarketing for Search (RSLA) allows you to use different bids and keywords and serve separate ad...
Remarketing for Similar Audiences
• Google’s Similar Audiences allow you to find people who share characteristics with peo...
Remarketing through Google Analytics
• Remarketing using Google Analytics allows you target people who have already visite...
New initiatives improving
Click-Through-Rates
25

Carola York, Jellyfish Publishing | 11 December 2013
Enhanced Sitelinks
• Make your ad bigger
• Gives more detail about your brand & subs offering

26

Carola York, Jellyfish ...
Image Extensions
• Make your ad bigger
• Enhances your brand offering
• Stands out visually from other text ads

27

Carol...
Review Extensions
• Give credibility
• Gives more detail about your brand offering

28

Carola York, Jellyfish Publishing ...
Combine them together
•
•
•
•

29

You dominate the search landscape
Great for branding
Sells your content
Pushes your off...
Follow Jellyfish Publishing

Twitter: @JFPublishing
Jellyfish Publishing

30

Carola York, Jellyfish Publishing | 11 Decem...
Thank you
Carola York
Managing Director
01737 749673
carola.york@jellyfishpublishing.co.uk

Jellyfish House
London Road
Re...
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Carola York, Jellyfish Publishing - Maximising return from your digital subscription marketing activities

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Carola York, Jellyfish Publishing - Maximising return from your digital subscription marketing activities

  1. 1. Maximising return from your digital subscription marketing activities Carola York, Jellyfish Publishing Dovetail User Group, 11 December 2013 © Jellyfish Publishing 2013
  2. 2. Carola York Managing Director, Jellyfish Publishing Jellyfish are a full service digital marketing agency, renowned for their expertise in PPC, but who also now offer SEO, Social, Display, Analytics and Optimisation services. Jellyfish Publishing is a standalone business division within the Jellyfish Group, dedicated to serving its numerous publishing clients. It works in partnership with publishers to create digital campaigns which generate new subscribers on a risk-free Cost per Acquisition model. We also own and run www.magazine.co.uk. I joined Jellyfish Publishing last year following 25 years working for a range of consumer and business-to-business publishers – both big and small - including The Spectator, EMAP, The Tablet, TSL Education, The Economist, EIU and IPC. As a specialist in subscription marketing, I help Jellyfish’s many publishing clients grow their print, digital and app subscription businesses. 2 Carola York, Jellyfish Publishing | 11 December 2013
  3. 3. What I’m covering today... 1. Recent changes in SEO and PPC affecting subscription generation 2. Working effectively in today’s multiple device landscape 3. Maximising return from your PPC activities Improving ROI through the use of ReMarketing Improving Click-Through-Rates from ads using Google’s latest initiatives • • 3 Carola York, Jellyfish Publishing | 11 December 2013
  4. 4. Recent changes in SEO and PPC affecting subscription generation 4 Carola York, Jellyfish Publishing | 11 December 2013
  5. 5. Organic search has fundamentally changed • The September Hummingbird update to the Google search algorithm was significant, and was driven by Google’s desire to be an ‘answer’ engine rather than a ‘search engine’. • Google is now rewarding each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than just particular or individual words. • This could now be impacting your SEO visibility and organic traffic volumes (and therefore your subs) - and definitely will in the future unless you are taking proactive action. 5 Carola York, Jellyfish Publishing | 11 December 2013
  6. 6. Content is now king • SEO optimisation is now about providing users with meaningful content – as opposed to optimising the content you have for high volume driving keywords . You need to think about topics rather than keywords. • What questions does each page on your site answer? Think about the ‘how’, ‘what’, ‘where’, ‘when’, ‘why’ and ‘who’ questions. • Understand your audience. What are they looking for in relation to your product? • Optimise for multiple keywords. There’s more than one way to say the same thing, so use a variety of different words and phrases in the copy on your pages. • Analyse your competitive landscape. Looking at who ranks higher than you for particular keywords or phrases will give you clues into what your potential visitors are looking for, and how you can optimise your site better. 6 Carola York, Jellyfish Publishing | 11 December 2013
  7. 7. And Google will continue to make further updates • Whether we like it or not, Google set the rules – and the rules change regularly! • Google’s previous Panda and Penguin updates were about fighting spam. The latest Hummingbird update is about creating a better experience for the searcher. • The search giant depends upon people using its engine to find answers. If people stop coming to Google, who’ll click on the paid ads that surround organic search results they rely on for their revenues? • That’s why they must remove irrelevant search results, and give people what they want, whenever and wherever they want – including now from spoken ‘conversational’ search queries. • Most marketers view subscriptions from organic site traffic as ‘free’. But unless you invest (time and/or money) into optimising and improving the content on your site to meet Google’s new ‘rules’, these free subs are likely to start to decline. 7 Carola York, Jellyfish Publishing | 11 December 2013
  8. 8. PPC is no longer a simple ‘one click to sale’ • The user journey from someone clicking on a PPC ad is no longer straightforward. • This flow chart illustrates some actual conversion paths for subscription sales – showing PPC coming in and out of the user journey, both before and after other online marketing channels. • Given these complex user journeys, Jellyfish now manage most digital marketing campaigns on any ‘any click’ rather than ‘last click’ PPC basis - so PPC is given credit even if only part of the user journey towards a subscription sign up. • And ‘any click’ attribution ultimately delivers higher subscription volumes from the same spend. Carola York, Jellyfish Publishing | 11 December 2013
  9. 9. Don’t view your PPC spend in isolation • These complex user journeys are easy to track for digital channels, but people receiving your marketing emails, telesales calls, and your other offline campaigns will all be influenced by PPC – and vice versa. • So do consider the effectiveness of your TOTAL marketing spend. • Monitor the potential uplift in sales from all offline and online channels when you run any single large scale campaign – and you’re bound to see an increase. • Although you obviously want to track and monitor spend, response rates and CPAs by individual channel, consider that they all impact each other when setting and agreeing budgets! • Cutting brand or DM spend might impact the subs volume you’ll generate from PPC. • Cutting PPC might impact the subs volumes you’ll get from your organic traffic. Carola York, Jellyfish Publishing | 11 December 2013
  10. 10. Working effectively in today’s multiple device landscape 10 Carola York, Jellyfish Publishing | 11 December 2013
  11. 11. Use of multiple devices is now prevalent... 11 Carola York, Jellyfish Publishing | 11 December 2013
  12. 12. But conversion rates from mobiles are still low... • Depending on the brand, Jellyfish Publishing see the highest conversion rates coming from either desktop or tablet devices – with mobile struggling a long way behind. Brand A Desktop Tablet Mobile Clicks 34,029 6,370 4,168 CTR 1.79% 1.86% 1.78% Subs 504 79 41 Conversion Rate 1.48% 1.24% 0.98% Brand B Tablet Desktop Impressions 1,892,284 11,160,060 Clicks 45,706 263,423 CTR 2.40% 2.40% Subs 749 4,123 Conversion Rate 1.64% 1.57% Mobile 12 Impressions 1,903,069 341,985 234,758 1,266,901 22,844 1.80% 180 0.79% Carola York, Jellyfish Publishing | 11 December 2013
  13. 13. Even with responsively designed sites... • Responsive design definitely helps to boost subscription conversion rates from tablets and mobile devices – but even with it we are still seeing far lower conversion rates from mobiles. Site before being made responsive Impressions Clicks CTR Subs Conv. rate Tablets with full browsers 47,275 1,690 3.57% 183 10.83% Mobile devices with full browsers 31,737 1,611 5.08% 100 6.21% Same site made fully responsive Impressions Clicks CTR Subs Conv. rate Tablets with full browsers 38,074 1,879 4.94% 289 15.38% Mobile devices with full browsers 22,198 1,525 6.87% 126 8.26% • And, when deciding whether to embark on this sort of project understand what you are likely to actually achieve for all your time and effort. • A 1% improvement in conversion rate from desktop devices could generate significantly more than a 5% increase in your mobile conversion rate! 13 Carola York, Jellyfish Publishing | 11 December 2013
  14. 14. And PPC can no longer by managed by device • • This makes it far tougher to optimise PPC by device than before. • 14 Since the move to Enhanced Campaigns in July, Google now view Desktop and Tablet as the same form of traffic – with bid adjustments being able to be made for mobile only traffic. However, Enhanced Campaigns does now allow you to track conversions cross-device i.e. a click on a mobile ad leading to a sale on a desktop will be able to be credited back to the mobile click - but only if the visitor is logged in to Google on both devices. Carola York, Jellyfish Publishing | 11 December 2013
  15. 15. Maximising return from your PPC activities 15 Carola York, Jellyfish Publishing | 11 December 2013
  16. 16. Monitor and track your metrics daily • Weekly or monthly monitoring is not enough. • You could be spending valuable budget on paying for clicks on keywords which are not converting. • Make sure you check the following stats every day:  Number of Impressions served  The Click-Through-Rate for your ads  Their Position and Quality Score  The Conversion Rate for each keyword  Your average Conversion Rate  Your average Cost per Acquisition 16 Carola York, Jellyfish Publishing | 11 December 2013
  17. 17. Improving ROI through ReMarketing 17 Carola York, Jellyfish Publishing | 11 December 2013
  18. 18. Make sure you have Remarketing in all forms set up When people visit your website, but leave without buying, Remarketing lets you reconnect with these hot prospects, entice them to return and encourage them to buy a subscription. Optimising Remarketing is one of the best ways to improve the ROI from your PPC campaigns. The main remarketing options now available include: • Text and image ads served via the Google Display network • NEW! Remarketing for Search • NEW! Remarketing for Similar Audiences • NEW! Remarketing via Google Analytics 18 Carola York, Jellyfish Publishing | 11 December 2013
  19. 19. Remarketing text and image ads Text Image 19 Carola York, Jellyfish Publishing | 11 December 2013
  20. 20. Good for subs generation – and brand awareness • Although Remarketing might not always directly pay it’s way, if you take into account the ‘viewthrough-conversions’ – those people who viewed an image ad, but didn’t necessary click on it, but then went onto order via another channel – this shows the real impact of Remarketing. • So remarketing image ads are great for brand awareness – and the results below illustrate the earlier point about the fact you can no longer view PPC as just a ‘one click to a sale’. Consumer Text Image Subs from clicks 24 17 Initial CPA £37.13 £16.06 View through subs 0 99 Overall CPA £37.13 £2.35 B2B Text Image 20 Impressions served 643,582 220,904 Impressions served 44,936 155,490 Subs from clicks 1 5 Initial CPA £31.62 £22.46 View through subs 0 49 Overall CPA £31.62 £2.08 Carola York, Jellyfish Publishing | 11 December 2013
  21. 21. Separately target visitors who hit your shopping basket • Your hottest prospects are going to be the people who visited your site, started the sign up process, but something stopped them finalising their order. So make the most of your abandoned baskets! • Remarketing allows you to split your targeting between those who only visited your site vs those who went on into your payment pages. • Design your ads to remind these visitors that there is still time to claim a‘special offer’ - or test a special introductory price –to entice them to finish signing up. General site visitors All Clicks 630 CTR 0.12% Conv. 2 CPA £142.32 Conv. rate 0.32% View-through Conv. 0 Payment funnel visitors First Page Second Page Third Page 21 Impressions 533,391 Impressions 688,449 14,362 98,594 Clicks 1,135 23 199 CTR 0.16% 0.16% 0.20% Conv. 19 1 17 CPA £67.10 £19.07 £13.39 Conv. rate 1.67% 4.35% 8.54% View-through Conv. 135 6 181 Carola York, Jellyfish Publishing | 11 December 2013
  22. 22. Remarketing for Search • Remarketing for Search (RSLA) allows you to use different bids and keywords and serve separate ads to those people who have visited your site – when they next search in Google. • This can help improve your PPC ROI as you can customise this element of your search campaign – and customise your ads – to entice more of these valuable previous visitors into becoming paying subscribers. • For example, you probably couldn’t normally afford to bid on a generic term such a ‘magazine gift subscriptions’ in a standard search campaign for any one magazine. But if someone has visited your site and then enters this search into Google afterwards, you probably can afford to bid on this using RSLA. • Some typical results: Brand Standard Search Campaign Remarketing for Search Only 22 Impressions 49,320 240 Carola York, Jellyfish Publishing | 11 December 2013 Clicks 5,185 51 CTR 10.51% 21.25% Subs 174 10 CPA £7.58 £1.98 Conv. Rate 3.36% 19.61%
  23. 23. Remarketing for Similar Audiences • Google’s Similar Audiences allow you to find people who share characteristics with people who have already visited your site. • AdWords looks at the browsing activity on its various display network sites over the last 30 days, and uses this, along with their contextual engine, to identify people with the same interests and characteristics of the people in your own site’s remarketing list. • Your ads will then be shown to people whose interests/profile/online behaviour are similar to those of your existing site visitors. • Similar Audiences helps you target and reach new and well qualified prospects you might never even have considered before. 23 Carola York, Jellyfish Publishing | 11 December 2013
  24. 24. Remarketing through Google Analytics • Remarketing using Google Analytics allows you target people who have already visited your website, based on the behaviour they exhibited when visiting your site. For example: • You can target just those visitors who spent over, say, 3 minutes on your site (i.e. they were very interested in your content) and you exclude those who bounced in and out of the site quickly (who were less interested). • You can target previous sites visitors by their demographic profile – their age, gender etc. • You can target those who read two similar pages of content with a targeted ad reflecting that same content area. 24 Carola York, Jellyfish Publishing | 11 December 2013
  25. 25. New initiatives improving Click-Through-Rates 25 Carola York, Jellyfish Publishing | 11 December 2013
  26. 26. Enhanced Sitelinks • Make your ad bigger • Gives more detail about your brand & subs offering 26 Carola York, Jellyfish Publishing | 11 December 2013
  27. 27. Image Extensions • Make your ad bigger • Enhances your brand offering • Stands out visually from other text ads 27 Carola York, Jellyfish Publishing | 11 December 2013
  28. 28. Review Extensions • Give credibility • Gives more detail about your brand offering 28 Carola York, Jellyfish Publishing | 11 December 2013
  29. 29. Combine them together • • • • 29 You dominate the search landscape Great for branding Sells your content Pushes your offers Carola York, Jellyfish Publishing | 11 December 2013
  30. 30. Follow Jellyfish Publishing Twitter: @JFPublishing Jellyfish Publishing 30 Carola York, Jellyfish Publishing | 11 December 2013
  31. 31. Thank you Carola York Managing Director 01737 749673 carola.york@jellyfishpublishing.co.uk Jellyfish House London Road Reigate Surrey RH2 9SS

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