Globes for Christmas Campaign
December 3, 2007
As Christmas approaches and thoughts turn to Christmas presents, the OTHER media embarks upon a Globes Marketing Campaign for Stanfords Books and Maps.
Stanfords stock a diverse range of globes: from fun globes for children to floor standing, walnut finished globes for an office or study. The challenge facing the OTHER media was to get the message out into the wider world that globes make great Christmas gifts.
We began our marketing of Stanfords’ globes by devising a list of keyphrases which audiences would be using to search for globes and Christmas presents in general.
These keyphrases then informed our pay-per-click campaign, with individual Adword Groups being set up for each specific globe variety: including children’s globes, astronomical globes, inflatable globes, floor standing globes and illuminated globes. Early results are promising with click-through rates from 3.44 to 11.38 per cent.
Our identified keyphrases also fed into the text on Stanfords’ website, with a good level of keyphrase-density being the ultimate goal. A specific globe landing page was created to improve SEO and assist conversion from the Globes PPC Campaign, while Meta and Title Tags have been utilised fully, again to further SEO and assist Search Engine indexing.