Press Express Case History
Business
www.pressexpress.it began operating at the end of January 2006 as the first complete automatic online press office
service in Italy. The website allows all customers to personally choose sectors of journalists and/or journals who
send a press release. The service offers different kind of optional services such as a professional writing of a press
release, a recall activity, etc. The simplicity of the website allow users (after a registration process) to buy the
service just with few clicks. The main aim of the website is to offer to all small-medium companies a pay as you go
service at a low price. In 2006, www.pressexpress.it was launched on the Italian market as the unique online service.
Approach
The main idea was to create a service easy to understand, if the application process seems too lengthy or complex, or
requests for sensitive information are made too soon, then customers may abandon their efforts. The process of
applying for a press office service depends on their needs. My approach was to urge the customers to register and
keep them updated with our news and to bear our service in mind.
As a new service, I had to cover all the bases to introduce a new brand into online lending and I combined
best-practice web design with tools for online marketing and comprehensive web analysis to maximize results for
the website.
In doing so, I had set up a complete marketing campaign to help ensure the success of its new venture.
www.pressexpress.it has gained notoriety through different marketing tools such as online website partnerships,
email marketing campaigns, press office campaign, and PPC campaign.
Aware of the sensitivities and challenges of online lending, I began using Google Analytics to maximize the
effectiveness of interactive marketing campaigns to acquire and keep online customers. I knew Google Analytics
would be extremely important to understand which keywords and campaigns were most effective, and determine
what kind of optional press office services were much requested. And, of course, we had to continually fine-tune site
design and application processes in order to boost conversion rates. In tandem, I implemented a Google AdWords
campaign.
PPC campaign
I have done an extensive analysis of my website understanding my customers’ mindset in order to come up with a
list of effective keywords.
To help myself in this choice I used Google Keywords’ tool. After searching different times using general words of
my industry and reached hundreds of keywords I decided to choose a comprehensive list of only ten/fifthteen
keywords such as press office, press release, communication campaign, etc. to drive traffic to www.pressexpress.it's
website. To prioritize the choice I used keywords based on my site content, negative keywords, synonyms and
specific terms. The reason of the few keywords choice was that www.pressexpress.it were targeted to a nice market
that require a specific service. I preferred to drive my low budget to specific prospects.
The second step was the creation of my AD copy. I made sure that the ad titles and descriptions are relevant to my
keywords and to my website. My ad copy description reflected the strength of my service, my copy website, my
desired target market and my business goals.
I've also inserted in the pages' copy of the www.pressexpress.it all keywords as much as I could to maximize the
search results of the spiders. Having the right words in my description meant to drive quality traffic and good ROI.
