Integrated Search and Conversion
Management For ABC Reading Eggs

Background

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ABC Reading Eggs is a leading provider of online-based learn-to-read programs for children aged 3 to 8. With a strong presence in Australia, NZ, UK and North America, the client was looking to tap into as many profitable traffic sources as possible in order to expand reach and grow revenue and market share.

They engaged Marketing Results to assist with paid search management across a range of platforms (including Google AdWords, Facebook PPC and display media), as well as website conversion optimisation to ensure all traffic sources deliver maximum ROI.

Objectives

1. Profitably increase website traffic
2. Proactively manage Google AdWords campaigns across 8 regions in order to maximise conversions within a target CPA
3. Increase free trial registrations and conversion rate of free trials to paid subscriptions
4. Manage complementary paid traffic sources (banner media and Facebook PPC) to augment search traffic

Implementation

1. Rebuilt Google AdWords campaigns to optimise campaign structure and performance, plus reduce waste
2. Conversion analysis and testing on free signup pages
3. Planning and refinement of post-trial email marketing and offers to improve purchase rate
4. Management of display media and Facebook PPC accounts to augment AdWords traffic

Results

• Dramatic traffic increases from paid search and diversification into new traffic sources
• Registration volume from AdWords grows from 80/day to 300+/day within a target Cost Per Action
• Quantifiable improvement in landing page conversion rates
• Integrated management of traffic and conversion to deliver continuous improvement

This Marketing Case Study has been approved
by ABC Reading Eggs learn to read programs.