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What is and what could be.

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CHALLENGE

Research and identify opportunities in paid and natural search strategy, delivering recommendations to resume performance.

 

Kirkus Media wanted to understand performance in paid search and customer acquisition as related to historical and competition. HOTS reviewed the situation, performed deep analysis into PPC setup and results, then delivered a focused set of findings and recommendations.

This audit was beneficial for decision-making at both the client and partner agencies.

 

OUR ROLE

RESEARCH

STRATEGY

DATA AUDIT

COMPETITIVE REVIEW

RECOMMENDATIONS

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THE RESULTS

  • QUANTIFIED KEYWORD STRATEGY STRENGTHS

  • IDENTIFIED LANDING PAGE EFFICIENCIES

  • HIGHLIGHTED COMPETITIVE BRAND IMPACT AND REACTION PLAN

  • DELIVERED STRATEGIC & CREATIVE RECOMMENDATIONS

The START

Our internal team first began with a comprehensive technical audit to ensure conversions were being tracked and reported on correctly within Google Analytics. We tested all user flows and offers to find any breaks.

From here, we proceeded to test the journey an average customer followed from first ad touch-point to check out. While doing so, we identified creative and messaging themes with the highest click rates. By following this experience through to the landing page, response email, and thank you sequence, HOTS was able to suggest a consistent messaging flow that will better “answer” what the visitor seeks.

COMPETITION

Competition was also a factor affecting the results being investigated. After careful analysis, we discovered that a new competitor entered the space during months with lower conversions from ads. This competitor was able to capture the #2 search return position with an ad offering a specific discount. While this competitor could make price claims, their brand was not as mature, respected, or well-reviewed as Kirkus. This opened the door to a messaging emphasis and landing page changes which would put Kirkus the advantage in meeting customer needs.

Results

Paid search is an ongoing responsibility for brands selling a service online, and legacy programs can become difficult to understand as their mechanics, analysis, and competitive landscape change. HOTS was able to diagnose and advance Kirkus’s strategy in an effective consultation and keep them on the front line of supporting authors and publishers.