For both titles, Yucca will be focusing on increasing subscription volumes through PPC strategy and campaign management. In addition to PPC activity, Yucca has built bespoke microsites optimised to improve subscription sales – historically, these have increased conversion rates by an average of 139% against standard websites, claims Yucca.
Yucca’s existing publishing clients already include a number of titles from the publishing houses BBC magazines, Origin Publishing and Anthem Publishing. For many of these titles, Yucca operates a paid-on-performance model, where clients only pay if a subscription is taken out. All three publishing houses are now looking to work with Yucca in other areas of the agency, such as SEO and social media consultancy.
Yucca’s founder Richie Jones (pictured) said: “We’re delighted to be working with both Times Higher Education magazine and Time Out to help increase their subscriptions. Our PPC team is committed to achieving excellent results for clients, continually refining and developing campaigns to work as effectively as they can and providing transparent, detailed reporting. These wins are testament to that dedication.”
Julie Sewell from BBC Magazines said: “Since Yucca took over our PPC activity for several BBC titles in October 2010, we’ve seen substantial increases in sales of those magazine subscriptions. The team at Yucca really take the time to work with us to understand our brands’ markets and audiences, and the creation of landing pages and on-going campaign tweaks have really paid off in converting customers. In fact, we’re so impressed with both the results generated and level of service received that we’re now in the process of moving the PPC management of the remaining BBC Bristol titles to Yucca.”
