1. Increase YoY online revenue via paid search
2. Increase YoY online sales by 20%
3. Target cost per online subscriptions -32% on previous year.
Fairfax Media are 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.
In October 2010 Fairfax Magazines, a subsidiary of Fairfax Media, engaged FIRST to plan and implement a Paid Search Christmas Campaign. Benchmarked against the successful results from the previous year, FIRST was challenged with the task of increasing sales and revenue by 20% for the campaign period (Nov - Dec).
As the result of FIRST’s paid search optimisation efforts and input from Fairfax Magazines’ Online Manager and Marketing Manager, the paid search campaign achieved a 188% increase in sales, 53% decrease in the cost per magazine subscription (CPA), and an ROI of 1,460%.