Company Introduction – A Family Run Centre, providing the most Professional and Qualified Canoe Hire and Adventure Activities in the area. They offer canoe trips, kayak trips, camping and other types of adventure activities in the Forest of Dean, from individuals right the way through to large groups.
Project Introduction – Wyedean Canoe Hire came to Clear Web Services in June 2010 regarding the majority of their website and online marketing plans and we quickly came up with a strategy for them which would see us manage a new web design for two sites, a long term SEO campaign and also the restructure of their cost per click campaign.
The cost per click campaign had been set up a few years previous to us meeting with Wyedean Canoe Hire and had not really been touched since, only with new keywords being added and the bidding level being increased per keyword and per overall spends.
Since they initially started the campaign, competition had massively increased, their spending had increased month after month and they felt that they were not getting the return on investment that they ideally should be getting from a well managed campaign.
What We Did – The first step was to look at the history of the campaign and see where the campaign was working and more importantly, where it was not.
We quickly notified that we needed to:
- Reduce the amount of words they were bidding on
- Divide the keywords into more specific AdGroups
- Improve the adverts to be more specific
- Increase they keyword score
- Set up better landing pages on the site
We quickly set about removing the keywords that were not performing, not specific or were simply just not relevant which immediately decreased the overall spend and increased the level of relevant clicks.
The adgroup and new adverts soon followed and the landing pages for the adverts were improved to try out new and increased return on investments.
The Results – Within a few months we had dramatically increased the level of click throughs on relevant keywords, split the campaign into their three main areas of service and increased the quality score of their keywords to between 7 and 10 for the majority.
One year on, the client is now paying half of what they were compared to a year ago for the same keyword, which has almost doubled their level of traffic utilising roughly the same budget, which has meant that not only are they getting more traffic, but the traffic is more relevant and the reports from the client indicate that they now convert far more PPC leads than ever before.
