AudioNetwork is an independent, global music company that collaborates with over 750 composers, artists and producers from across the globe, to build a world-class catalogue of original music spanning every conceivable style, mood and instrumentation.
653% in CTR
384% in Clicks
-19% decrease in Average CPC’s
The objective for Audio Network was to drive Registrations and License Purchases, whilst helping increase Brand Awareness across core markets of the UK, US and Australia within the music production industry.
Firstly, in order to boost Registrations and License Purchases, we wanted to fully maximise on existing brand awareness and maximise CTR across branded searches. To compete against aggressive competitor bidding, we ensured a full best-practice review of all available ad extensions, including Review Extensions, Callout Extensions and Call Extensions. In addition, a structured approach to A/B testing various promotions via sitelinks and adcopy allowed us to pin-point the ideal blend between relevance and incentivisation.
With such a huge catalogue of artists, moods and styles of musing, it was crucial that we expanded on the existing keyword coverage significantly. This resulted in 100’s of additional adcopy variations being written, boosting CTR by an astonishing 635%. In order to evaluate the impact of the additional generic ad spend, we reviewed path to conversion reports via DoubleClick Campaign Manager as well as assisted pathways and we’re able to confirm that Generic activity lead to a direct increase in Branded-queries! Whilst initially focusing on broad-match keyword variations, we began to review the search queries in detail and added top performers on exact match – which helped decrease our average CPC’s by almost 20% as the Quality Score on these improved.
As a business to business client, we had to guarantee AudioNetwork were driving the right consumer to the right part of the site, at the right time. In order to do this, we adjusted the bids to show less at weekends, in order to minimise exposure to B2C customers. By reviewing geo-location reports, we were able to confirm specific cities that outperformed versus the benchmark and upweighted our bidding accordingly. Finally, it was key that we optimised ad copy messaging between returning and new customers, which was achieved by segmenting on-site audiences accordingly and utilising re-marketing for search list ads [RSLA’s] in order to manage the split.
Max Brockbank is Head of SEO at The Media Image. He previously served as Global Director SEO at Hilton Worldwide and Senior Client Success Manager at SearchMetrics. As a journalist, Max worked as a reporter and editor with regional and national newspapers including the FT and the Sun, and on global publications such as TIME Magazine.