Our objective was to achieve a measurable increase in magazine subscriptions within an acceptable cost per sale, over an 8 week campaign period
Fairfax Media is the largest integrated metropolitan, rural and regional magazine and digital media company in Australasia. Fairfax Media has publications and websites throughout Australia and New Zealand.
To boost sales over the winter period between Mother’s Day and Christmas promotions, FIRST deployed an SEM winter campaign for Mags4Gifts involving Cuisine, NZ Life & Leisure, and NZ House & Garden magazines.
Using valuable insights from the data within Google Analytics and intelligence gained
from reviewing past performance of similar campaigns, FIRST honed in on the key
drivers that would really impact results and achieve sales targets for the campaign.
It always pays to ensure the campaign is set up correctly from the beginning. By ensuring the campaigns, ad groups and keywords are closely aligned and targeted to each magazine title, reporting and performance measurement is far easier to manage and optimise.
By first persuading our target market to click on our ads over the competition, and then directing these users to relevant, targeted pages with a compelling offer (prizes), the campaign proved to be very successful.
Here are 3 key tactics employed during the campaign to help achieve the set outcomes:
"FIRST continue to deliver for us time and time again on each campaign and have moved the performance needle up a notch each and every year. Their results speak for themselves, but, additionally, we enjoy working with FIRST because they take the time to really ensure we understand their thinking and strategy and what drives our ROI from Search. Our monthly brainstorming sessions are particularly useful and their clear communication around complex digital marketing issues is appreciated. I would not hesitate to recommend FIRST to any business looking to gain the edge online.”
- Chris Pearce, Digital Marketing Executive, Fairfax Magazines--> DOWNLOAD THE FULL CASE STUDY HERE >>