PPC for acquiring magazine subscriptions
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How to use PPC to grow magazine subscriptions - practical tips from Scott Christie of Jellyfish
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PPC for acquiring magazine subscriptions
- 1. 25th May 2010 Generating new Subscribers using Paid Search.... By Scott Christie
- 2. Agenda What is Paid Search? Campaign sites vs Main sites The user experience Campaign management Leveraging content Case Study
- 3. PPC .
- 4. Searchers Are Funny, Unpredictable& Notoriously Bad Spellers
- 10. Campaign site versus main site
- 16. User’s Experience and use of Premium Content
- 43. 5. Auto Bid-management Challenges
- 44. 5. Auto Bid-management Challenges
- 45. 5. Auto Bid-management Challenges There are over 18 unique ways that we can positively affect these 4 metrics: Increase / decrease keyword count Improve ad copy relevancy Increase / decrease number of Search Networks Improve landing page relevancy Manage Content Network Improve landing page load time Manage Placement Targeting Delete zero impression keywords Manage Match Types Delete keywords with 500+ impressions and Increase / decrease campaign budgets no clicks Introduce negative keywords (keyword mining) Define affiliate PPC rules and police activity Generate more tail keywords (keyword mining) Improve website / landing page usability Increase / decrease Bid Caps Improve product offer / reduce commitment Qualify / de-qualify ad copy Email follow-up (funnel drop-off)
- 46. Jellyfish has delivered 316,466 acquisitions over the last 12 months Currently running campaigns for 150 publishing titles
- 48. Thank You Email – scott.christie@jellyfish.co.uk Tel - 020 8133 5351
Editor's Notes
- 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.