Digital Marketing
PPC - Google Ads
Ye Olde Bell Hotel & Spa
Ye Olde Bell is a four-star luxury hotel and spa located in Nottinghamshire. It offers corporate and leisure accommodation as well as conference, events, and wedding space and has an award-winning luxury spa. It’s a privately owned hotel with a strong heritage in the area.
Where
they were
Ye Olde Bell has an excellent reputation in the local area, and since the launch of their spa, they have focused any marketing efforts on this department. With minimal marketing activity taking place around their wedding and civil ceremony offering, and with more competitors popping up in the marketplace, their pipeline of enquiries for weddings had dropped.
Where they
wanted to be
Ye Olde Bell wanted to generate an increased awareness of their wedding offering and so, following the advice of Keane, Ye Olde Bell were keen to explore the potential of Google Ads in generating more quality leads and reach new customers, ensuring this was at a low cost per lead. They also needed to be able to easily and effectively identify and monitor Return on Investment.
The
Result
- 100% Increase in quality leads for remarketing purposes
- £460K revenue delivered
- 62% increase in website traffic
How we got there
Audience Targeting
As Ye Olde Bell wanted to promote their luxury wedding spaces, it did not make sense to target nationally – couples tend to choose a location where their friends and family can easily attend. As such, we identified key target locations from around Retford and within a specified ‘drive-time’ radius. To also reach users with intent, not just those browsing, we utilised the in-market audiences to find customers who are currently researching weddings and actively considering what wedding venues have to offer.
key word analysis
We carried out a detailed keyword analysis to help identify relevant keywords and to get a more in-depth insight into current trends. We implemented a specific keyword strategy to ensure Ye Olde Bell appeared only for the keywords that are likely to convert. We also added a list of negative keywords to help improve clickthrough rate (CTR) and ensure that the ads only run against relevant queries, thus reducing wasted clicks.
Data Capture
In addition to tracking the conversions of the Calls to Action on the wedding landing pages, we introduced data capture forms for completion before being able to download wedding specific information. Understanding that there is a subconscious expectation that leaving details may result in a follow up, it was agreed that those who complete the form would be genuinely interested in the offering of Ye Olde Bell Weddings. It also provides a definitive follow up process for the sales team at the venue, creating another customer touchpoint.
conversion tracking
To be able to accurately measure the performance of the campaigns, we set up conversion tracking to align with the business and campaign goals. By tracking these conversions, such as form submissions, we can identify which campaigns are delivering valuable user interactions. Additionally, using advanced analytics, we have insights into user behaviour which helps us to make data-driven decisions to improve overall performance.
power pair: Search + Performance max campaigns
To help reach a broader audience and ensure our ads featured on all the Google ad space available – Search, Display, Discover, Gmail, YouTube and maps - we implemented the ‘power pair’ combination of both search and performance max. This increased conversions by 27% from where it was performing prior to the introduction of the power pair.
bid strategies
Based on the desired outcome of attracting high quality leads, we employed a bid strategy of maximise conversion. This strategy aims to make the best use of daily budget by adjusting bids to maximize the number of conversions. It dynamically changes bids to ensure the budget is spent efficiently across all available auctions and within the designated budget. It also allows for continuous optimisation and as such, we can make the best use of the budget.
Marketing Guides
Essential Guide to Marketing
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Essential Guide to Online Marketing
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