Archives.com
A genealogy and family history research website.
Where Archives.com comes up1 book
- 1Pick a conceptCensus data versus family genealogy
- 2Build a landing pageOne page per concept
- 3Run small AdWords campaignPoint search ads at each page
- 4Judge on conversionsCost per acquisition, not clicks
- 5Scale search spendLater over $100,000 a month
From Book chapter on Inflection's Archives.com
What was said about Archives.com
Archives.com tested product concepts with small search ad campaigns before committing to them. It pointed AdWords at landing pages that each tested one concept, such as census data versus family genealogy. Its first campaign broke even within weeks.
Campaigns were judged on conversions and cost per acquisition, not clicks. Search became its core channel: it later spent over $100,000 a month on it, and Ancestry.com bought the company for $100 million. The book's wording is "Inflection's first SEM campaign broke even after just a few weeks."
Traction: How Any Startup Can Achieve Explosive Customer Growth
Pointed AdWords at landing pages that each tested one concept, and its first campaign broke even within weeks. It later spent over $100,000 a month on search, and Ancestry.com bought it for $100 million.
Archives.com tested product concepts with small search ad campaigns before committing to them. It pointed AdWords at landing pages that each tested one concept, such as census data versus family genealogy. Its first campaign broke even within weeks.
Campaigns were judged on conversions and cost per acquisition, not clicks. Search became its core channel: it later spent over $100,000 a month on it, and Ancestry.com bought the company for $100 million. The book's wording is "Inflection's first SEM campaign broke even after just a few weeks."
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