Models Direct
www.modelsdirect.com
Models Direct was established in 1989 and has grown to be Europe’s largest modelling and promotional agency, representing amateur and professional men, women and children from all over the UK, Europe and the US.
Objectives
OMG Search started working with Models Direct in September 2005 to develop an online presence through pay per click marketing. With no previous online marketing activities having been undertaken, OMG Search was challenged with driving targeted traffic to the website. There were two key objectives: to increase applications to become a model, and model bookings.
Strategy
Our team’s initial focus was to develop an understanding of Models Direct’s target customers; both aspiring models and companies requiring modelling tallent. We then sought to understand how Models Direct fitted within their market; ensuring that highly targeted traffic was driven and maximum ROI achieved.
It quickly became clear that the breadth of applicants Models Direct were seeking would require a highly diverse keyword bank. Through research and discussions with the client’s team we generated and optimised an initial keyword bank to ensure maximum exposure to all key demographics.
Results
Within weeks of commencement, Models Direct saw a dramatic increase in the number of website derived applications.
Our team analysed the data from our tracking software to develop a clear focus on how to best develop the campaign to maximise the impact of the PPC budget. Through close, effective account management and optimisation the cost per click has been continually driven down, resulting in higher level of visitors and applications, increasing ROI.
