Results-Driven Business Growth
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AT ALBION, WE DO THINGS DIFFERENTLY…
Looking for marketing campaigns that can pay for themselves many times over? We stake our reputation and our fee on getting great results. So if we don’t increase your rankings, traffic or sales (or reduce your cost per acquisition) you won’t pay a penny.
Keeping turnstiles spinning at one of the UK’s most loved theme parks
As a popular zoo and theme park in the UK, our client has to keep hundreds of families (and other animals) happy and fed every day as well as keeping the park busy. We work with their in-house team and have contributed to their busiest seasons to date via top Google rankings and a range of online advertising campaigns.
Acquiring repeat customers for a recreational vehicle hire firm
With hundreds of happy customers under their belt, Portugal based Siesta Campers have been first choice for campervan hire for almost a decade. However, the launch of a new site saw their traffic and sales drop do the ground – that is, until we came in to resolve the problems and increase their online sales from search traffic.
Recovering lost online sales for a popular educational app store
The benefits of supplementing lessons at school and home using learning apps are enjoyed by teachers, parents and children around the globe. But when the UK’s most popular educational app store saw their online traffic drop after a continued period of growth, they called Albion in to show them how to turn their fate around.
Most people know that Google Ads’ ‘Pay Per Click’ search advertising provides an easy means to jump above the competition in the search engine results pages. However, what most entertainment industry brands and even many marketing agencies don’t know is that Google Ads Display Network (GDN) now allows advertisers to “pinch” customers directly from their competitors. The fact is that only the savviest and up-to-date PPC consultants know how to best exploit Google’s most recently added display network audience targeting options.
Imagine if you could simply list your competitors’ web pages and follow all those pages’ visitors around the web with image ads. This method can be a real eye-opener to most brands that have spent time and money trying to make pay per click advertising more profitable. Albion’s clients no longer have to pay through the nose for highly competitive paid search keywords; now they can simply generate those clicks for a fraction of the cost.
Our customers often tell us PPC horror stories about allowing their previous marketing agencies to spend large amounts of money on digital advertising that simply wasn’t resulting in the sales they expected. The most common reason for this was that their PPC agency or marketing company lacked a deep understanding of all the best pay per click advertising options. These display targeting options now include:
Targeting only those potential customers who have recently visited your competitors’ websites
Target those potential customers that recently visited either your competitors’ homepages or specific product and service pages. Serving this audience with ads that offer similar products at a lower price or with related products you offer is a great way to pinch your competitors’ existing customers.
Targeting those who Google believes to be in the market for your particular product or service
The people Google knows have been visiting other sites that sell similar products and services to those you offer are also easy to target via “in-market” audiences. You can follow these potential customers around the web with specific ads that offer alternate products. Again, this targeting method generates much better sales figures than blanket advertising. And you don’t incur clicks and expenditure from those who have not shown any interest in actually buying your products – only researching or reading about them.
Targeting those who have previously visited a specific page on your own website
You know that everyone who visited a product or service page on your own site now knows what it is you offer. So by targeting this audience with display image ads that offer them a discount, you can pull them back to your site and expect more sales from them. Even better, if they did buy from you previously you can choose whether to advertise to this audience or not – depending on if you think previous customers are likely to want to come back for more.
Targeting anyone while they are on a particular website or web page
If you know your customers are regular visitors to a particular blog or forum, or indeed any non-competitor site that displays Google image ads, you can inform them about your latest offering or discount deal. And because they are currently thinking about entertainment products and services that relate to your offering, this method also reaps better results than advertising to the rest of the world – i.e. people who are not in the market for your product.
Of course, there is a whole range of other display network targeting options that save businesses stacks of advertising budget, simply by only showing ads to those audiences that have proven to be most likely to click through to your site and buy. There are also extensive options that allow you to ensure your ads are only visible to potential customers in specific income brackets, using specific devices, in specific locations and part of specific age groups. This means your advertising budget can be slashed in a way that doesn’t result in reduced sales. Indeed, re-investing some of this saved monthly ad spend is exactly how Albion’s clients increase sales and profits from potential customers who would not otherwise have heard about their services and products.
As well as taking advantage of techniques that only the savviest PPC agencies know how to exploit, Albion’s clients are rewarded with high a “quality score” which results in them having to pay less for each paid ad click than their competitors have to pay. We do this by tightly aligning the wording in their ads with the copy used in their landing pages, amongst other methods. So if you think you are paying too much for your paid traffic, are relying on inexperienced marketing agencies or have tried to create your own advertising campaigns, now may be the time to request a review and receive a list of recommendations that could help you reclaim your share of the market that competitors are currently taking from you.
We helped a UK theme park achieve 70% more Google traffic and a large increase in sales on the previous year via a single campaign. We did this by taking SEO duties out of their web design agency’s hands, by optimising key pages, fixing hidden errors and redirecting old urls.
Generating almost 3 times more visits each week for a Kite Surfing brand was a feat that totally exceeded their expectations. And by teaching BEKS how to achieve top Google rankings they were able to complement our one-off campaign with further improvements in-house.
By investigating the problems Bar Seventy 6 were having with escalating paid advertising costs and identifying areas to be improved, we were able to cut their Google Ads budget in half whilst maintaining the same volume of paid traffic and sales, with no further work required.
