PRIMEDIA INC.

Overview
PRIMEDIA Inc. (NYSE: PRM), a leading provider of online, print and mobile platforms that provide consumers with tools and information they need to find a place to live, selected Efficient Frontier’s technology platform to help scale lead growth. Efficient Frontier (EF) is currently managing specific search engine marketing (SEM) campaigns for ApartmentGuide.com, NewHomeGuide.com, Rentals.com and RentList.com and has seen significant results. For example, after only two weeks, ApartmentGuide.com leads increased and cost-per-leads went down by over 15%. The performance delivered by EF in SEM has helped ApartmentGuide.com expand its position as a premier online apartment search resource.

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Efficient Frontier’s Strategy
The previous SEM strategy for PRIMEDIA’s Network of Sites was not being maximized to the best of its ability. In the case of ApartmentGuide.com, each keyword was added on each match type (phrase, broad, exact) resulting in duplicative search campaigns. This created millions of keywords for ApartmentGuide.com; however, only 1 million of those keywords were active with a few thousand generating leads. 
EF developed a more effective match type strategy, pruned unproductive keywords and added keywords where there were gaps in the search campaigns. As a result of the new strategy, the EF Account Development team also refined the size of PRIMEDIA’s number of Google accounts to maximize efficiencies across sites and decreased the number of active keywords.

Strategy Results
EF was able to transform PRIMEDIA’s SEM into more effective search campaigns that generated more quality leads for its advertisers.  After implementing EF’s account restructure strategy, the amount of keywords bringing in leads for ApartmentGuide.com increased by 65%. After 3 months of running the campaigns, lead volume for ApartmentGuide.com advertisers went up significantly, while still within the cost-per-lead goal.  Due to the consistent performance in search, PRIMEDIA is now considering marketing in other channels that EF manages.

Client Testimonial
“We continue to improve and enhance our SEM strategy to connect renters and advertisers anytime, anywhere. The results that EF delivered for our SEM campaigns exceeded our expectations. Our online campaigns are now more targeted and drive more quality traffic and leads for our advertisers.”