SEO, Video Marketing & Adwords
A total of 322 158 impressions and 3 100 clicks were served over the Budget Speech period across the PPC and PPV campaigns (display banners, AdWords and Video).
AdWords’ overall CTR was over 2% and this is brilliant. It means the campaign was well optimised and relevant. Video pay per view’s CTR was over 8%. This was also a brilliant achievement. Video Organic search results garnered 1 833 views in only 3 days, this performed brilliantly considering that the video went live a few days before the campaign, and marketing elements were done under a limited time frame. 2015 impressions were exceeded by 300% and click-through rate 100%
Banner ads & Homepage Takeovers
A total of 1 964 058 impressions were served over the Budget Speech period across IOL, News24, Fin24, Financial Mail and Money Web . 736 026 unique browsers were reached across the sites over the 4 day campaign period.
Section Takeovers ran on IOL and News 24 on Budget Speech Day, 24 February 2016 offering maximum reach and exposure on both platforms. Over 1,2 million impressions were served on News 24 News and SA landing pages with 516 282 unique users reached on the day. Campaign received a total of 10 065 unique clicks across the sites with an overall CTR of 0.61%. 12 062 people went to the site in 4 days, exceeding 2015 Impressions by 92 425
The new strategy outperformed itself with the brand trending on the day. The website hit record sessions with 21,448 downloads for the day of the Tax Card.