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FT Annual Reports Service PPC campaign
In order to gain new customers, ARS had traditionally relied on a combination of ‘conventional’ direct marketing and online visibility via partner websites. Faced with increased competition and volatile investor behaviour, a new prospecting channel was needed. Our previous experience of working with ARS had delivered a messages/media mix to ensure that the information needs of different customers segments were understood and fulfilled. Based on this mix, we were able to devise a series of highly focused messages which would use the pay-per-click channel to reach customers.
Once the campaign framework was established, our client maintained full control of the advertising, with the ability to understand which messages worked best, and to focus budget on the best performing ads. Compared to alternative channel, the new PPC approach was clearly superior in terms of cost per order.
