Project Description
The Sheffield University and With Us offer a wide variety of wedding venues and boutique hotels, offering superior hotel accommodation in Sheffield and award winning delicious food. With Us look after your entire event and have a dedicated team providing excellent service and unique event planning.
With Sheffield venues like Halifax Hall and Inox Dine that are devoted to working with you, to create your perfect occasion.
The Brief
The University of Sheffield’s brief to The PPC Works was to create a paid search campaign focused on the University of Sheffield’s catering and hospitality sites, concentrating mainly on both wedding venues and boutique hotels.
The University of Sheffield’s primary goal was to deliver engaged users and appropriate traffic to the site, whilst generating as many leads as possible. Increasing online conversions and expanding their new customer base across the region of Sheffield.
Approach
Our approach began by developing a paid search campaign focusing on both wedding venues in the Sheffield region and promoting the University of Sheffield’s unique boutique hotels, Halifax Hall & Inox Dine.
Working within a strict budget we created individual Ad groups, Ad text and Ad extensions that were very specific to each venue. Meaning all relevant search queries were met by detailed Ad text and appropriate Ad extensions.
Using location targeting within Sheffield and negative keywords we were able to eliminate any irrelevant and unrelated clicks from the account. Allowing only the most appropriate clicks to occur, thus increasing their click-through-rate (CTR) and decreasing their cost-per-click (CPC), month after month.
Results
Working with the proposed daily budget we have successfully improved their CTR by 50% and lowered their average CPC by 17%.
In addition to this, when comparing month over month (MOM) results we have achieved the following.
- 4% Increase in clicks
- 18% Decrease in spend
- 290% Increase in conversions
