Situation

SHE Media is an American digital media company. It operates the website properties BlogHer, SheKnows.com, STYLECASTER, Flow and Soap. It has been a brand of Penske Media Corporation since 2018. SHE Media has earned an increase in audience engagement for menopause content on SheKnows.com and other SHE Media publications. The brand was interested in more quality audience traffic and wanted to tap into paid search.

Objectives

Brand Sentiment: SHE Media has utilized paid social to expand audience reach in efforts to promote SheKnows.com menopause content and increase on-site ad engagement. However, the brand was eager to tap into more quality audience targets in the U.S. in efforts to increase their readership and meet advertising client ROAS goals.

Traffic: Expand quality audience pageviews for SheKnows.com menopause content.

Our paid search strategy successfully increased quality site traffic in the U.S., enabling SHE Media to meet SheKnows.com KPI goals and ad client benchmark expectations.

Our Approach

We immediately crafted a robust Google Ads paid search strategy, which included a 40-55 female age demo targeting plan. We included a two-phase keyword build focused on general keywords and multicultural audience keywords. We developed relevant ad messaging to engage the right audience. We included Affinity and In-Market Targeting as part of our audience targeting plan.

We built out a full audience persona and worked cross-functionally with the SHE Media senior team to source where their audience is located and capture its attention.

During the flight of our Google Ads campaign, we encountered multiple Moderate Policy bans in Google. Menopause content being banned in Google Ads was a challenging experience for us. We liaised accordingly with our Google account reps and took necessary campaign managerial steps to problem solve. We navigated this challenge successfully by creating differentiating and unique ad copy, condensing our original keyword builds, and broadening our keyword match types. We proactively paced our campaigns, regularly increasing our daily spend across campaign line items and adjusted our CPCs manually, to maintain an increase in click volume. Daily campaign monitoring and management played a huge role in navigating the Google moderate policy ban, keeping CPCs low, and maintaining quality audience clicks.

As a wrap up, we provided a courtesy campaign report that included keyword performance, mobile vs. desktop performance, and future media buying investment recommendations. We utilized Google Analytics, Google Ads reporting, and past paid social insights including bounce rate metrics and RVR metrics to provide 2024 media buying recommendations.

The Outcome

We created 14 Responsive Search Ads that successfully increased quality pageviews and generated new SheKnows.com health & wellness readers.

Services Provided:

• Paid Search Strategy Planning
• Paid Search Strategy Presentation
• Ad Copy + Asset Development
• Campaign Pacing and Monitoring
• Keyword Building and Implementation
• Google Ads Creation
• Budget Allocation
• Google Media Partner Management
• Campaign Reporting

Key Results:

• CTR: +10.04%
• Avg. CPC: $0.58
• Impressions: 275K
• Maintained low overall CPCs through strong creative ad copy, keyword implementation, and campaign management techniques.

Despite Google Ads Moderate Policy ban, the campaign maintained high audience reach which resulted in strong click volume.