Chronicle Books Search Program
Client
Chronicle Books is a premier book publisher for titles in the children, eclectic, food and wine, pop culture, art and travel categories.
Challenge
Chronicle Books wished to explore and test Paid Search Engine Marketing as a potential online channel to increase their ecommerce revenues. The media budgets were conservative which challenged the breadth and visibility possible via the campaign. Additionally, an offer that did not meet or exceed competitor offers was tested for a short time period to test consumer responses.
The objectives were:
_Drive incremental online revenue
_Explore and test varying search strategies for effectiveness
_Extrapolate final recommendations from the campaign metrics and performance
Solution
Launch test search campaign to determine avenues for potential revenue potential online through the Chronicle e-Store
SolutionSet set up a campaign that explored viable strategies by isolating individual title campaigns versus key category campaigns such as children's, cooking and gifts.
Additionally, the campaigns were tested across three search platforms Google, MSN and Yahoo to test search engine viability.
Results
Chronicle Books was able to determine the viability of paid search for driving incremental revenue to their online store.
General
Overall, it was noted a very high level of price sensitivity in the market for online shoppers. The program was able to maintain a a very competitive CPM compared to most buys which also indicated a high level of interest in the marketplace.
Offer based campaign
Those ads which offered a discount performed significantly better than non-offer based advertising.
Title versus Category
It was confirmed that title specific advertising did not work in the search medium. However, certain categories performed well for Chronicle Books. This allowed Chronicle Books to divert efforts to alternative areas of online advertising thereby maximizing their dollar spend.
SERVICES
_Marketing strategy
_Paid Search
Visit www.chroniclebooks.com