Case Study: Lulu Press boosts website registrations with Black Propeller

Lulu boosts website registrations by 70% with Black Propeller

Lulu Press, a leading online marketplace for self-published authors, approached vendor Black Propeller to enhance its digital advertising strategy. The challenge was to scale website registrations efficiently while reducing a high cost-per-acquisition. Their paid search campaigns were stagnant, overly reliant on branded terms, and faced low impression share on key non-branded search terms where competitors were dominant.

Black Propeller implemented a revised PPC strategy focused on shifting budget from branded to non-branded search, expanding the keyword portfolio, and refining bidding strategies to prioritize registrations. This solution drove a 70% increase in website registrations and a 37% decrease in cost-per-acquisition. Black Propeller also helped achieve a 310% higher click-through rate and successfully reduced branded search spend from nearly 50% to 29% of the total budget.

Lulu