This screen simply highlights that Paid Search is also known as PPC ( Pay Per Click ) and these ads are referred to as Sponsored links on the search results pages.
So in this example the visitor purchased a subscription to Runners World magazine and the original keywords they typed into Google were...
This is an example from the Time Out campaign we ran, and this was the main Time Out website, at the time...
Somewhat buried within the site were some Calls To Action to subscribe, but they are hidden amongst a whole raft of other messages...
There are internal search functions, adverts, competitions and many other features all competing for the attention of the visitor. The subscription calls to action become lost...
So, we created a bespoke, subscription generating website, with the sole function of selling subscriptions..
You can see that there are at least 6 or 7 calls to action, and nowhere else you can go on the site other than take a trial. It is on these sites that we use specially packaged content to encourage the visitor to take the trial, or subscribe.
Carefully crafted 10 Point Sales copy, that identifies theproblem, agitates it, and presents the solution...which in this case is a instantly downloadbale PDF of Londons best restaurants...
To help us understand these metrics and their relationship to each other we have developed a data modelling tool called the metrics Tree.
By using this tool we have come to understand that there are actually only 4 campaign metrics that we can directly affect.
There are then over 18 ways to manipulate these four metrics and herein lies the problem with automated bid management, changing the bid is only one of them.
PPC for acquiring magazine subscriptions
25th May 2010
Generating new Subscribers
using Paid Search....
By Scott Christie
What is Paid Search?
Campaign sites vs Main sites
The user experience