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Strategic Pay-Per-Click Marketing

Case Study: Online Games

JumpStart is an award-winning adventure-based 3D virtual world that is fun for kids yet also teaches math, reading, and critical thinking skills so kids get a real jump start in life. JumpStart was the 2008 winner for the National Parenting Seal of Approval and its nationally-recognized software is sold in Wal-Mart and other large retailers. You can view one of the intro’s to JumpStart World 3rd grade below, or navigate to JumpStart to see a promo video.

JumpStart has been undergoing a massive project over the last several years, moving their pc-based games to the web for kids to play online. JumpStart uses Google AdWords to drive parent registrations. Once registered, parents can download games for their children to play. Upgrading to a paid subscription membership enables kids to do lots of things they cannot do without being a member.

THE CHALLENGE

JumpStart needed to generate thousands of parent registrations at the lowest possible cost. The company is funded by top-tier venture capital, so the ability to scale the program is very important. Within the first 5 months CPC Search (www.cpcsearch.com) grew monthly registrations to tens of thousands from a standing start. Additionally, we drove down the cost to acquire a registration while scaling up total numbers of registrations.

THE OUTCOME

Our work has included not only keyword development, ad testing, and bid optimization, but there has also been much work in terms of conversion funnels (both registration and membership subscription funnels). As with other successful SEM projects, we have benefited from a very collaborative relationship with our client, particularly in terms of optimizing the registration funnel. CPC Search tends to be very good at critical analysis of conversion funnels. We typically deliver our findings and suggestions for improvement via powerpoint decks with ‘redlined’ screenshots and additional notes. Our client has done their part in implementing changes to improve the process, which has in turn helped to increase conversion rates and allowed us to bid higher on core converting keywords.

Landing page split tests are one of our current focuses with JumpStart, and we hope to report additional gains and improvements in the program!

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