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