In order to meet our objectives, VROOM analysed the following areas of EPIC’s Google Ads campaign: Search, Display, Gmail & Video
Step 1: Our first step in helping EPIC Museum reach their performance targets was to rebuild their Google Search Campaigns so budget could be allocated towards best performing campaigns & keywords. We used a granular approach to segment brand and non-brand campaigns that would allow us to adjust budget and location targeting, depending on performance.
Step 2: We took a similar approach throughout the build, and segmented all keywords and match types into separate ad groups, allowing us to match our ad copy to user search queries leading to better CTR’s & Conversion rates.
Step 3: We then moved to the Display Network and built new campaigns using improved audience targeting such as improved remarketing lists, machine learning using Similar Audiences and In-Market Segments. These Audiences were again segmented into different campaigns allowing us to allocate budget towards the best performing audiences.
Step 4: Our team also worked closely with EPIC to create new campaigns for events such as corporate venues and Santa’s grotto to help boost sales during off-peak seasons.
To maximise our impression share for top revenue keywords, we increased bids making sure we were getting close to 100%.
For non-brand keywords, our main goal was to look for quality signals based on the action a user took on the website. We then captured these audiences in a remarketing list and used it for search & display to capitalize on engagement.
Ad Copy & Landing Pages:
We identified ad copy that had an excellent Click-Through Rate (Over 20% CTR) however the conversion rate was very low. We noticed the landing page was for “Top 10 things to do in Dublin” despite the landing page being very relevant to search queries it lacked focus on EPIC Museum and was costing significant Ad spend. We updated all copy to focus on booking tickets for the museum and updated the landing pages so users could review the benefits of visiting the museum with an option to book online.
We used the display network for driving a high volume of traffic and captured these users into remarketing lists so that we could move them down the funnel and towards a sale using video, display, and finally search.