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Learn how display ads led to increased subscriptions

Goals

  • Generate more website visits, registrations and subscriptions.
  • Drive more new business sales and enquiries.
  • Save money by running online ad campaigns in-house, not via agencies.

Results

  • 250,000 website visits in 12 months.
  • 2,000 site registrations a year.
  • 1,200 extra subscriptions to the fortnightly magazine.

About the company

1979

Started as a NY Review of Books supplement.

75,000

Monthly circulation.

85%

Subscriptions via digital channels.

About the goals

London Review of Book (LRB) began life as a supplement in the New York Review of Books in 1979, and quickly became an independent and much loved magazine.

Today, it still enjoys a strong foundation in print readership. However, with 85% of subscriptions coming via digital channels, the businesses needed a new way to make their presence felt online beyond their website.

LRB were also keen to move away from using costly external agencies, and try online marketing techniques they could run in-house. “We're approaching the work in a more agile way so we were looking at kind of small assertive user tested changes, instead of a master relaunch,” says Marketing Manager, Renee Doegar.

Lastly, Renee also needed to drum up more subscriptions by moving away from their usual combination of direct mail and online ads, which were falling short.

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

Try Google Ads now
Our revenue has absolutely increased since we started using Google Ads

- Renee Doegar, Marketing Manager at the London Review of Books

Investment

Renee and a colleague set up their first LRB Google Ads campaign five years ago, with little effort. “When platforms are new to you, you just kind of try them, put a bit of budget behind them and wait until something happens. That's pretty much all we did,” says Renee.

Today, the LRB regularly runs around 50 Google Ads display, search and remarketing campaigns at any given time. The reporting and flexibility of Google Ads makes it ideal for their small team.

Results

250,000

website visits

2,000

site registrations

1,200

new subscriptions

LRB’s biggest Google Ads success story has been the return on investment versus direct mail with online ads. Renee found that by combining a free website registration offer with Google Ads display targeting, subscription numbers rose significantly. “We have an excellent rate of people who go from free registrations to subscribers, and 7% of them eventually become subscribers,” she adds.

As the business prepares to launch its new website, the role of Google Ads is more important than ever. “I think Google Ads will be a huge way for us to get the word out about LRB and get conversions at a reasonable price. So I think it's going to be a really important tool,” adds Renee.

For more information about London Review of Book visit www.lrb.co.uk.

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