Case Studies: Lifescript
LifeScript.com discovers the effectiveness of social media advertising - ROI from Google Content campaigns soar with Efficient Frontier technology
In 2007, Efficient Frontier began working with LifeScript, the #1 Website Dedicated to Women's Health. By publishing healthy recipes, workout tips, and daily inspirational mantras, LifeScript.com enables women to make better and more informed lifestyle choices.
Objectives
LifeScript was looking to develop and grow their search marketing program. With a wide array of articles and content about health and lifestyle, LifeScript was looking to bring in new subscribers and to grow their traffic profitably.
When Efficient Frontier began working with LifeScript, they were getting a significant volume of impressions but still not meeting the ROI goals. At the time, LifeScript was running on both Google search as well as the Google content network.
Challenge
Given that LifeScript was a content site, it was important to grow traffic profitably on the Google Content Network by attracting users with descriptive ads that talked about the different articles featured on the LifeScript site.
It was also important to optimize the LifeScript campaigns by looking at site-by-site performance metrics on the Google Content Network. Using this data it is possible to separate out the high converting sources of traffic from the sources of traffic that performed poorly.
Solution
Efficient Frontier implemented its portfolio based optimization algorithms to determine the best set of keywords and ad positions to drive the maximum ROI for LifeScript. Efficient Frontier was able to calculate and forecast ROI for each keyword and ROI for each Ad Group on the Google Content Network. The ability to forecast ROI on the Google Content Network and being able to bid differently for each Ad Group was crucial to driving success for LifeScript.
Through the different Efficient Frontier reporting tools, LifeScript observed that a significant portion of thier traffic was coming from the Google content network, with a cost-per-click lower than that on search. They were able to use these reports to block sites on the Google Content Network that did not drive profitable traffic for LifeScript.
Results
Since January 2007, LifeScript saw a 150% growth in profitable traffic on the Google Content Network. Brian Hogan, SVP of Marketing and Business Development at LifeScript, was thrilled with the work Efficient Frontier has done: "By scaling and managing large sets of keywords, Efficient Frontier has not only allowed us to reach relevant users on search, content, and social networking sites, but has also helped us grow our search revenues three-fold over one year."
Efficient Frontier was able to grow the keyword set for LifeScript by three-fold over the period of one year and was able to scale ROI for LifeScript. Additionally, through the right reporting and campaign optimizations LifeScript was able to drive profitable traffic from the Google Content Network, including Social Networking sites like MySpace.com. With proactive campaign optimization and the power of Efficient Frontier's technology, LifeScript has been able to profitably grow traffic volume through Google Content and Social Networking sites.
