Thomson Reuters

Challenge

Two of Thomson Reuters' subscription-based financial news sites were looking to drive trial subscriptions via pay per click (PPC) marketing. However, because the entire content of the site resides behind a paid login, there were no suitable landing pages that could be used to send PPC traffic. PPC landing page content needs to closely relate to both the keywords being purchased and the ad copy in order to achieve the best "quality score" and lowest cost per click.

Thomson's internal IT group, like many, was overloaded with work and couldn't meet the timeline that the business team needed to hit. Additionally, the highly specialized CMS wasn't set up to build marketing landing pages on the fly.

Our Solution

We implemented our Landing Page Engine (LPE) for both sites on inconsipicuous sub domains. This allowed us to build PPC campaigns with landing pages on the same top level domain, and also be nimble about the content of those pages.

Additionally, the LPE gives Thomson the ability to A/B split test different offers and page content to understand which converts best.

Results

To-date the PPC campaign has been able to achieve click through rates as high as 10% while providing publishers with a consistent number of high quality leads each month.