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Drapers delivers you the essential information you need to grow your fashion business including:
• Latest news and analysis
• Forthcoming trends
• Indicator – real sales data showing the brands and styles selling throughout the industry
The Brief
Drapers were already running a PPC campaign through an agency directing traffic to their main site. This agency was using a traditional management fee costing model. Emap decided the level of service being delivered and the subscriptions achieved did not reflect the true potential of the Drapers offer.
Jellyfish already worked with Emap on a number of its construction titles so Emap understood what the unique Jellyfish business model could offer. Our model of a fixed cost per acquisition suited the business needs of Drapers which were to deliver subscriptions at an agreed CPA, with budget flexibility. Additionally, part of the Jellyfish service includes the build of a dedicated campaign site. This site is designed to reflect the title’s main site but clearly show it’s distinction as being subscription focused. This offered Emap flexibility to test pricing and content without directly affecting their main site’s performance.
The Strategy
1. Produce a sales focused campaign site as a sub domain of Drapersonline.com to facilitate the PPC traffic generated from the campaign, using a combination of static pages detailing the Drapers magazine content plus pages actively promoting downloadable, exclusive industry PDF supplements.
2. Set up a PPC campaign across the three major networks – Google, Yahoo and MSN.
3. Manage the PPC campaign to a fixed CPA.
4. Allocate a dedicated Account Manager to manage all aspects of the campaign including, but not exclusive to; keyword generation, ad copy writing, campaign performance analysis and management, campaign site management and reporting.
All of the above was provided at absolutely no cost to Emap. All Emap were required to pay for were the magazine subscribers acquired through the campaign at the agreed fixed cost per acquisition.
The Campaign
Active Traffic Gene rating Keywords – 2,000+
Ad groups - 135
Product Offers – Drapers Magazine Subscription
Campaign site - info.drapersonline.com/
The Results
Since the Drapers campaign was launched in October 2007, Jellyfish have delivered over 1,000 new subscribers to Emap. From April 2008 the campaign achieves 100 magazine subscriptions each month at a fixed CPA, on a monthly budget. As a by-product of this, the Drapers brand also achieves exposure on the search engines around 500,000 times per month, with approximately 7,000 visits to the campaign site.
The Service
As part of our service Jellyfish provide:
• A structured PPC campaign (in accordance with Jellyfish’s meticulous methodologies) across all major networks.
• A free, fully managed and hosted campaign site with full integration with the fulfilment house.
• Regular recommendations of subject matter that can be used to create new supplements and landing pages, identified through analysis of the metrics and user behaviour on the campaign site.
• Monthly on-site meeting with the Account Manager and quarterly strategy meeting with the Account Director and Account Manager.
• Unlimited access to the Account Manager via telephone or email.
• The ability to conduct multi-variant testing including, multi offer testing, multi landing page testing, copy testing and Call-to-Action (CTA) testing.
“Over the past year Jellyfish have provided us with a steady stream of paying magazine subscribers, bringing subscribers in from additional search areas plus further exposing our brand in new areas of online. With the Cost per Acquisition model, we set the figure that we’re prepared to pay for each new customer, which is ideal. Jellyfish have been very professional and easy to work with, providing us with regular reporting and updates. I’m very happy with how the Drapers campaign is progressing.”
Sarah Carrington, Head of Marketing for Retail, Emap Ltd
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