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PPC Program Results in 420% ROAS Improvement. Direct Agents implemented a PPC program that targeted teachers on both search engines and content networks.

Background

Scholastic is a global book publishing company known for publishing educational material for schools, teachers, and parents. Their corporate mission, supported by all of its divisions is to help children around the world read and learn. One of their divisions, Scholastic Printables and Mini-Books is an online subscription service that provides teachers with resources to use in the classroom such as lesson plans, practice pages, clip art images and printed mini-books. Another division Scholastic Classroom Magazines is a subscription service that provides teachers with magazine’s tailored to current events coverage for each grade from K-12 on age-appropriate, curriculum- based information.

The Scholastic Classroom Magazines and Scholastic Printables and Minibooks divisions were looking for ways to increase subscriptions to their services using digital marketing. While they previously had been running a PPC campaign with an outside search marketing company, they were not seeing the results that they had hoped for. After approaching Direct Agents in the spring of 2010, Scholastic Classroom Magazines and Scholastic Printables and Minibooks transferred their PPC campaign over to Direct Agents to evaluate, optimize and manage.

Services

Paid Search Marketing

Lead Generation

Prospect Email and Creative Design

(Through links)

History

The Scholastic Classroom Magazines and Scholastic Printables and Minibooks divisions were looking for ways to increase subscriptions to their services using digital marketing. While they previously had been running a PPC campaign with an outside search marketing company, they were not seeing the results that they had hoped for. After approaching Direct Agents in the spring of 2010, Scholastic Classroom Magazines and Scholastic Printables and Minibooks optimize and manage.

Proposal

Direct Agents implemented a PPC program that targeted teachers on both search engines and content networks. Comprehensive site analysis and keyword research was performed to determine Scholastic’s optimal keywords and the account was structured to maximize quality score and ROI. Targeted templates and landing pages were also developed and A/B testing implemented on all designs in order to compare as well as to see which ones enhanced quality score.

A tracking system setup by Direct Agents provided the ability to view and analyze product purchases by keyword and ad copy in real time. As the campaign progressed this data was used to analyze day parting trends, seasonal trends, effective keywords and negative keywords, and high performance landing pages and ad copy. An effective remarketing campaign was also initiated to bring back potential prospects.

Results

Scholastic Printables and Minibooks and Classroom Magazines saw an immediate improvement in results from the PPC campaign set up by Direct Agents.

The Scholastic Printables and Minibooks campaign saw a 50% decrease in CPC costs, and an over 50% increase in CTR. The campaign’s ROAS also improved 420% from the results Scholastic was seeing with their previous search marketing company. 

The Scholastic Classroom Magazines division also saw strong results.  This division saw a 50% decrease in CPC after just three months of running the campaign and they also saw a 36% decrease in CPA.  The campaign’s current ROAS is over 400% and is 446% better than the results they were seeing with their previous search marketing company. 

Future

Direct Agents continues to improve and optimize the Scholastic Printables and Minibooks and the Scholastic Classroom Magazine’s PPC campaigns. In addition, Scholastic has started working with Direct Agents in the additional areas of affiliate program management, creative design and SEO services.

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