As part of their summer campaign 2018 Fever-Tree, a producer of drink mixers, aimed to help Brits to discover the best pub gardens. A geo-targeted campaign website allows visitors to search for their nearest pub garden serving Fever-Tree mixers using their postcode.
Fever-Tree required a digital agency to plan, implement and analyse a summer campaign where the main objectives were to drive relevant traffic to the campaign landing page and track the number of map searches on the landing page. In addition, they wanted to use the display network to increase brand awareness.
We targeted people actively searching for terms such as “pub garden near me” to make sure they were quickly directed to and were easily able to find, the nearest Fever-Tree pub. Google Search ads are the most effective way to target people actively searching for these terms, hence emphasis was placed on this channel.
We advised that in order to expand the reach of the campaign, we needed to target a wider audience, mainly of passive traffic, to make them aware of Fever-Tree pub gardens near them. We achieved this by serving banner ads to people who were browsing contextual websites or who had an interest in pubs or bars. We worked with Fever-Tree to design engaging and creative adverts with a clear call-to-action button to increase the click-through rate (CTR).
Remarketing to people who have previously visited the Fever-Tree website was deployed to make sure that when a user searched again for terms such as “pub garden near me,” our ads were in front of them. Again, we used banners to remarket to people within the display network, encouraging them to search for a pub garden near them.
Through meticulous daily monitoring, we were able to optimise the campaign to deliver better results each week. For example, the data showed that Mondays were generating the highest cost per conversion so we excluded serving ads on these days to maximise the budget nearer to weekends. We also realised that parents were costing more to convert than non-parents, so we excluded targeting these through display campaigns. We also discovered that females make more pub searches at a lower cost per conversion when compared to males, so a negative bid adjustment was put on males.
In a short amount of time, the results speak for themselves.
We have achieved:
- 6.5 million impressions
- 43,431 clicks
- 14,361 pub searches
- Cost per conversion reduced by 54% since the start of the paid campaigns due to effective optimisation.
In the time that the paid campaigns were running, we also saw direct and organic traffic increase. Direct traffic increased by 132% and organic traffic increased by 374%.
This highlights the positive effect paid traffic has on all other channels, as people subsequently tend to go back to the website directly or organically.