The heart of English rugby and a stunning backdrop for an event - it was time to show Twickenham off as a venue through a stellar PPC campaign.
Twickenham Stadium is an international landmark for rugby fans, but they wanted to expand their PPC activity, so they could increase booking for conferences, private parties, seasonal events and corporate hospitality.
Promoting the hospitality packages available, as well as the stunning location and history of the stadium, would enable the internal marketing team to reach their objectives to increase the number of bookings.
Seeking a paid ads strategy, support and increased results from PPC, they got in touch with us.
The most important aspect of this campaign was working with the client to understand their commercial objectives, how they would like to position themselves and what they had tried previously.
We worked with the team on an initial campaign which boosted awareness of the venue in the context of conferences, private parties etc. This met the initial objectives with a positive return on investment, which led to further plans for campaigns.
We wanted to further expand and include campaigns targeting competitors, additional offerings (such as hospitality, meeting rooms etc) and display retargeting. In doing so, it was possible to grow our reach and engage potential new customers who may not have considered the venue before, or even known that hosting events at the stadium was an option.
To make sure we were hitting all the right marks, we also suggested strategic and creative approaches, tweaking campaigns for seasonal campaigns such as international rugby matches and the Christmas party booking season. This meant we could cover all of our bases.
When we took over PPC campaign management for the client, we set up a number of different conversion points to monitor performance.
So far, we have seen the following results:
- 14% increase in conversions
- 15% decrease in CPA
- 6% increase in session duration
- 6% increase in pages per session
- 11% decrease in bounce rate.
As the campaign grew we incorporated more advanced targeting, such as user’s interests and behaviours to further increase reach.
This has been achieved through the Google display network and targeting specific custom-built audiences based on search terms they have recently used. Display retargeting has also been implemented to remind website visitors to come back, take action and book an unforgettable event.
Want to go to the next level with your PPC campaign for your venue? Are you struggling to get those all important conversions? Let our team of experts take the campaign to the next level.
Let's start the conversation!