Case Study: USA Today Yields Success from an Efficient Campaign Developed by Elite SEM
Elite SEM Drastically
Increased Conversion
Rate for USA Today by:
106%
Performance Driven Search Marketing
A Performance Driven Search Marketing Agency Specializing in Paid and Organic Search
Full Paid Search Campaign Results
Subscription Rate
2.0%
1.5%
6,200
1.0%
6,100
0.5%
6,000
Jan-Aug 2012
Subscriptions
6,300
Jan-Aug 2013
Jan-Aug 2012
Jan-Aug 2013
Challenge
Our goal for the campaign was to drive cost effective subscriptions for both USA Today
and Sports Weekly. On top of driving cost effective leads, we aimed to increase the
amount of subscriptions and increase conversion rate year over year.
Solution
Elite SEM focused on developing an efficient campaign structure as a foundation for
success. Elite SEM also focused on expanding ad copy to provide more coverage and
to promote special offers. USA Today utilizes multiple subscription offers at a time, so
Elite SEM recognized a gap in search ad copy and available subscription offers.
By creating additional ad copy promoting various offers, Elite SEM aimed to uncover
the highest converting pricing and messaging.
Elite SEM identified customer behavior for USA Today by testing and recording
phone calls. As phone calls were tracked, Elite introduced the strategy of tying phone
calls from paid search back to subscriptions obtained.
Overview
USA Today is a national daily newspaper published by the Gannett Company. USA
Today offers print home delivery and digital subscriptions for USA Today and Sports
Weekly. The publication remains the widest circulated newspaper in the United States.
USA Today is also sold in newsstands, however is often found for free at hotels and airports.
Prior to working with Elite SEM, USA Today was already using search engine marketing.
They had campaigns that focused on search and remarketing across Google,
Yahoo and Bing search engines.
WWW.ELITESEM.COM
NYC
SF
ATL
PHL
Get Started Now! Contact: Zach Morrison, Vice President and Director of SEM | 212.863.9699 | zach@elitesem.com