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MoneyWeek is the UK's best-selling financial publication. Providing a digest of the week's financial news, the magazine also features associated stories that are economic or politically focused as well as offering a market commentary and analysis, share tips, interviews, regular columnists and travel and lifestyle pieces.
Jellyfish were asked to help generate subscriptions and email leads by driving PPC traffic to a purpose built campaign site, working to a fixed CCPA. The aim was to generate a fixed target number of trial subscriptions per month whilst ensuring a good retention rate through high quality traffic.
Firstly, Jellyfish designed and built the MoneyWeek campaign site which included article, category and free report pages offering useful content.
This in turn presented the opportunity to drive high volumes of qualified traffic to targeted landing pages. Through constant analysis of the financial/investment sector as well as investigation of new topic and keyword opportunities, we were also able to hit a target volume of conversions on a monthly basis, whilst pushing acquisition opportunities during seasonal peaks. We also conducted on-going optimisation of the campaign through both PPC and on-site testing whilst developing innovative methods in which to bring the brand identity online & push acquisition.
Despite the current market difficulties, rising CPCs and increasing competition on the PPC landscape, Jellyfish continue to generate subscriptions for a fixed CCPA - which has not increased since 2008.
A total of just under 44,000 trial subscriptions have been generated through the Jellyfish campaign site since the launch of the campaign.
Less than 13% of conversions are generated through brand keywords.
Over the past two years, 27% of trials have been generated through the Google Display Network.
2011 saw a 92% increase in trial subscriptions since the PPC campaign was launched. Jellyfish expect this to increase further investigating/testing new digital channels & paths to acquisition.
We are proud to have helped MoneyWeek achieve the substantial land mark of reaching 50,000 paid subscribers.
Since Jellyfish have been managing the MoneyWeek PPC campaign, our circulation has doubled and we have become Britain’s largest financial magazine. The contribution from Jellyfish towards this success has been phenomenal.
Offering large numbers of direct subscriptions on a CPA model that suits us, lending expert campaign management skills to our account, providing a skilled development and design team, building impressively large and well organised keyword and ad groups - all of which would be an enormous and risky task to undertake in-house – are some of the reasons why we chose Jellyfish at the beginning and continue this relationship today.
Ryan McErlean, Head of Marketing, MoneyWeek
