Reunion.com, a private Los Angeles-based company, is squarely in the midst of the fast-growing people search industry. The site provides group e-mail, web-based address book, event planning and photo-sharing services for 12 million registered users who want to reconnect and stay in touch with school friends and others at a distance.
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"Google is the top performer in our campaign – the best among
all the search engines." |
Approach
Reunion.com turned to Reprise Media, a New
York-based search engine marketing firm, for help generating and managing
their search engine marketing campaign. According to Peter Hershberg,
managing partner at Reprise Media, "Reunion.com is a leading player
in the rapidly growing people search market. Their goal was to generate
registrations for the Reunion.com service by driving highly qualified
users deep into one of more than 50,000 unique high school pages on
the site. To tap into this broad base of specific local content, Reprise
generated a list of more than 120,000 unique keywords and phrases,
and assigned unique titles, descriptions and landing pages to each
of them. This level of creative customization was designed to create
a seamless transition for users searching on Reunion.com, effectively
increasing the overall conversion rate of the campaign.
Because of the high volume of searches Google performs for individual
high schools, Reprise Media selected Google AdWords™ for the campaign,
in addition to other keyword advertising programs. "We have found that
Google is an ideal platform for our clients when they want to reach
audiences searching for very granular information, such as individual
product SKUs or, in Reunion's case, local high school keywords," says
Hershberg.
Results "Google's bulk keyword tool made it possible for us to efficiently
get much more specific with the targeting of our campaign,
increasing its overall effectiveness"
The massive keyword list was bigger than any campaign
previously run on AdWords, necessitating that Google develop a custom
solution. Reprise Media worked closely with the Google account team during
development of Google's bulk keyword tool, which enabled easy management
of tens of thousands of search terms. According to Hershberg, "Google
was the only keyword advertising service able to respond quickly and
help us scale the campaign. Google's bulk keyword tool made it possible
for us to efficiently get much more specific with the targeting of our
campaign, increasing its overall effectiveness."
What's more, he reports, "Google is the top performer in our campaign – the
best among all the search engines," adding, "We're seeing top-notch,
high – quality traffic, in the form of thousands and thousands of proactive
leads." Hershberg added that Google was the top source of qualified leads
for Reunion.com, providing nearly half of the campaign's total, as well
as driving 20 percent more leads than its next largest pay-for-performance
partner.
Ideally, Reunion.com seeks people who sign up for an annual or multiyear
membership, which they measure as having significant lifetime value.
Gary Hall, director of business development for Reunion.com, summed up
the campaign by saying, "Reprise Media and Google have proved to be a
winning combination for us. We've quickly ramped up our business, and
the quality of leads we're getting through the Google Network enables
us to keep scaling the campaign, while continually enjoying the same
positive results."
About Google Advertising
Google AdWords is currently used by thousands of businesses worldwide to gain new customers in a cost-effective way. AdWords uses keywords to precisely
target ad delivery to web users seeking information about a particular
product or service. The program is based on cost-per-click (CPC) pricing,
so advertisers only pay when an ad is clicked on. Advertisers can take
advantage of an extremely broad distribution network, and choose the
level of support and spending appropriate for their business. For more
information, go to www.google.com/ads.