Guinea Pig Magazine is the world’s only dedicated magazine to pet guinea pigs. This fun and informative magazine was adored amongst the initial readership, with Ventura’s mission to expose the brand to a global audience and showcase the wonderful content, imagery and advice that is omnipresent throughout the magazine
After initial A/B testing during the early stages of the pilot period, it became apparent that there was a highly engaged community that we would be able to target through a combination of both interest-based targeting and lookalike audiences.
This resulted in slightly inflated CPM’s due to the niche nature of the market, but this was offset through an all-time clickthrough rate of 2.35% and conversion rate of 4.89% – significantly above industry averages
Following the categorisation of audiences, Ventura’s paid social media experts set up campaigns in Facebook and Instagram using interest-based targeting. From here pixel data was utilised to build specific audiences, increasing traffic to the Guinea Pig Magazine’s website and increasing conversions to maximise ROI
Implemented heatmap technology on the Guinea Pig Magazine website to monitor user activity in order to capture an engaged audience with popular website content. CRO tools were also used to decipher at which point in the purchasing process customers dropped out, allowing us to re-target these users in paid social campaigns
Frequent ad copy production from our in-house copywriting team specifically for Guinea Pig Magazine in order to A/B test different key messages, CTAs, landing pages and ad copy formatting/layout. By running frequent tests, we are able to establish which style of copy is the optimum performer across different campaigns and ad sets, so the next wave of production is built around best performing variations.
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