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 users of Google and website owners are well aware that Google’s Pay Per Click search advertising platform provides a means to instantly jump above the competition in the search engine results pages. However, what many marketing agencies and freelancers won’t tell you is that Google’s Display Network (GDN) allows leisure brands to simply “pinch” customers right from under their competitors’ noses. Why won’t they tell you this? Well, because many PPC consultants don’t even know how to best exploit Google’s most recently added display network audience targeting options.
Imagine if you could simply list the pages on your competitors’ websites which offer similar services and products to your own and then add them to Google Ads in order to follow the visitors to those pages around the web. This relatively new option is a real eye-opener to most sports and leisure brands that advertise, let alone marketing agencies who don’t keep up with paid search best practices. Our clients no longer have to pay through the nose for highly competitive keywords via search marketing. They can simply generate those clicks for a fraction of the cost by targeting only those who have shown an interest in similar products offered on competitor sites.
At Albion, we are constantly surprised to hear that our new customers had been spending large amounts of money on digital advertising that was not resulting in the profits they expected. The most common reason for this was that their previous PPC agency or marketing company not only lacked a deep understanding about all the best ad targeting methods but were somewhat lazy in their approach to testing new methods of targeting and attracting new customers. As stated previously, the latest display network targeting methods allow companies to direct their advertising budget in ways most PPC experts are not aware of. This includes:
Targeting only those potential customers who have recently visited your competitors’ websites.
You can target those that visited competitors’ homepages, those that visited a particular page and even those that visited a set of pages that contained a particular word. Serving these potential customers with an ad that offers a similar product at a lower price can work wonders to pinch them away from competitors.
Targeting those who Google believes to be in the market for your particular product or service
So if they have been visiting other sites that sell the products you offer, you can follow those audiences around with specific ads that offer them an alternate product. These “in-market” audiences can be highly profitable and cost much less to bring to your site than those that search Google and burden you with a high cost per click.
Targeting those who have previously visited a specific page on your own website
You know that everyone who visited a particular product or service page on your site knows exactly what is on offer on that page. For those who didn’t complete their visit by booking or buying, you can show this audience display image ads that offer them a discount, or go further to explain the benefits of buying from you – while stocks last.
Targeting anyone while they are on a particular website or web page
If you know your customers are likely to be regular visitors to a particular blog or forum, or indeed any non-competitor site that shows Google Adverts, and you want to tell them about your latest offering, now you can! And because most people on the web don’t realise they are seeing your ads because they have been cookied, they think your brand is so big that you can advertise all over the web – rather than displaying ads just on your choice of websites.
Of course, there is a whole range of other targeting methods that allow you to show your ads just to those audiences that have proven to be most likely to click through to your site and buy. Add to this the extensive options that allow you to only show your ads to people in particular income brackets, people on specific devices, in specific locations and in specific age groups and your advertising budget can be slashed in a way that doesn’t result in reduced sales. Indeed, re-investing that saved ad spend into the areas that do generate the most sales is the best way to reach and profit from a large number of potential customers who are ready to buy the leisure services and products you offer.
If your Google Ads manager or PPC agency isn’t using these more profitable methods of targeting the customers your leisure company wants to attract, it is likely that they simply don’t know about them. This is a great shame and quite often the main reason why some brands suffer from a lack of growth. Furthermore, if they don’t have a great record of generating increased profits for other leisure industry businesses then it’s usually because they don’t have the insider industry intelligence they need in order to allow your brand to make use of the known win-wins other leisure sector firms swear by.
As well as the advantage of capitalising on Albion’s extensive experience, our clients are rewarded with a high “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 your ads with the copy used in your product and service pages and with the search queries and audiences we target. If you currently rely on inexperienced marketing agencies or you have tried to create your own search or display advertising campaigns, now is the time to have your Google Ads set-up reviewed. It may lead to recommendations that help your leisure brand reclaim the share of the market you are currently losing to more savvy competitors.
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.
