STSW case study
Sports Travel South West bring over 35 years experience in designing and delivering sports tour travel packages across the UK and Europe. Each tour is tailored specifically for every customer and every team and they have the contacts and connections to tailor a sports tour that will live long in the memory.
STSW have been an active client of HookedOnMedia since 2016. During this time we have increased rankings, visibility and run successful social & PPC campaigns. We have also provided conversion recommendations including a website re-build and logo change.
Key digital marketing services provided by HookedOnMedia…
SEO – Organic Search Engine Optimisation
PPC – Pay Per Click
Social Media Advertising
67%
increase in organic visibility
92%
increase in page one keywords
178%
increase in conversion rate
70%
increase in PPC lead enquiries
£.68
cost per click
We are driving group booking enquiries with a low average CPC and via the display campaign targeted ad impressions are reaching 160,000 views.
Intent
We set out with key goals for our client and kept our focus on these goals throughout the project and beyond.
Build brand awareness via social platforms and within the SERPS
Increase incoming leads via website
Distinctly measure bookings against advertising budget
Target wider UK audience
Boost traffic to new website after rebrand
Maintain and build Google Page 1 rankings for desired phrases
The challenge
STSW operate in highly competitive industry with many tour companies vying for business.
To increase bookings for rugby and cricket tours across the UK. A process which appears simple on the surface, this task required the multi-disciplined marketing approach that HookedOnMedia excel in. It’s been important to offer acute emphasis on building brand awareness and converting bookings within a tight window which needed to coincide with the audience booking period.
The solution
Online promotion via:
Search ads in Google, for example targeting related search terms such as: “rugby tours” “cricket tours” etc
Image display ads and video ads across the following networks – Search, Maps, Display, Discover, Gmail, YouTube
Building domain authority with Google via backlink building and citations across the web.
Insights
The campaign is lead generation, due to the nature of the business there were many compelling images of rugby tours available, which were key to the display targeting and retargeting success of the campaign.
We recommended a new website refresh prior to launch and increased routes of enquiry, such as the addition of live chat.
The target audience is also a key element of PPC, as an example we were able to drill down and target rugby enthusiasts who have a high likelihood of conversion success.
Keyword focus included many long-tail variations and also careful curation of negative keywords.
Louisa Shaw
Digital Account Manager
PRIMARY CONTACT
Lee Jackson
Business Development Manager
PRIMARY CONTACT