Search Engine Marketing - Online Fashion Magazine
This client had been running their own in-house paid search campaign with poor results. The main focus of this campaign was to find cost affective targeted volume traffic. The campaign average CPC was 44 cents per click. The project goals were to increase visitors and online subscribers. Conversions were currently very low.
Approach
PayPerClick rebuilt the Paid Search Campaign from scratch. New adgroups, new keywords, new adcopy and specifically targeted relevant landing pages within the monthly magazine per month.
PayPerClick also identified some usability
barriers and mistakes in the URLs that were preventing the
traffic from converting into online subscribers. PayPerClick
used Google Funnel Visualisations to identify which pages where
causing problems in conversions.
The campaign was expanded to the Content Network and bid
management was specifically managed to reduce the average CPC
but increase traffic volumes.
Results
PayPerClick reduced the average cost per click to 17 cents per click and increase volume by 311%. Subscriptions significantly increased by 46%. 84% of all traffic was being driven by the Paid Search Campaign. A total of 147,195 visitors over 6 months.
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