First Rate Consulting: Fairfax Media with Google AdWords

July 2011

Fairfax Media are the largest integrated metropolitan, rural and regional magazine and digital media company in Australasia. Fairfax Media has publications and websites throughout Australia and New Zealand.

In October 2010 Fairfax Magazines, a subsidiary of Fairfax Media, engaged First Rate to plan and implement a Paid Search Christmas Campaign. Benchmarked against the successful results from the previous year, First Rate was challenged with the task of increasing sales and revenue by 20% for the campaign period (Nov - Dec).

As the result of First Rate's paid search optimisation efforts and input from Fairfax Magazines’ Online Manager and Marketing Manager, the paid search campaign achieved a 188% increase in sales, 53% decrease in the cost per magazine subscription (CPA), and an ROI of 1,460%.

Based on the success of the campaign, it makes good business sense for Fairfax Magazines to continue leveraging First Rate's consulting search expertise to help further optimise the paid search programme.