Case Study
Capture as many one-off customers to the water park during the peak season of April - September using Google AdWords as a primary channel.
£0.60 598 9.6%
Average Google AdWords Cost Per Click Google AdWords Conversions Average Conversion Rate over the Campaign Period
Project briefing
About the client
Thorpe Lakes is an Aqua Park for water sporting activities next door to Thorpe Park – an adventure theme park based in Surrey.
The aqua park is home to an inflatable course that the whole family can enjoy. Not only does Thorpe Lakes offer this exciting part of the park, they also have wakeboarding & skiing facilities, as well as hosting birthday parties and corporate events.
Thorpe Lakes is a family-first destination for all watersport fanatics!
The challenge
The aqua park had not, up until this point, run any real paid marketing – other than a handful of boosted posts on social media, so there were no foundations or data to learn from when launching the campaign.
The website, from a technical perspective, did not have any tracking in place which meant any activity that could be run was not tracked, meaning there was no way to keep tabs on the performance of any of Thorpe Lakes’ previous marketing efforts.
A Google AdWords account had not been set up, which further challenged the speedy set-up required to make sure the campaign launched in time to capitalise on the summer season.
Project goal
A lack of data to benchmark against.
No conversion tracking.
Keyword & competitor research was required.
Website lacked basic conversion optimization best practices.
A new Google AdWords account was required.
Ready to start your digital marketing journey?
Book a Call today or request your free marketing plan and take the first step towards supercharging your online presence.
No commitment.
No obligations.Just a talk and maybe
a solid marketing plan.
The Solution
A highly targeted Paid Search campaign with goal conversion tracking.
The optimisation results
Cost per Conversion £7.25 decreasing to £4.67
Conversions - 276 increasing to 428
Return On Ad Spend (ROAS) - +342%
Summary
We had identified that a quick turnaround time was required to ensure we capitalised on the time remaining in the summer holiday season. This meant we had roughly 2 weeks in June to create a Google AdWords account, implement conversion tracking via Google Tag Manager, conduct keyword research and build out the ad copy and campaign structure.
The AdWords campaigns were launched in the first week of July.
The thorough keyword research done upfront meant that in the first month of the campaign going live, ads were delivered to more than 20 000 prospective users, and generated hundreds of conversions from the website that turned into the purchase of tickets to the aqua park.
Over the height of the school holiday and summer period, the campaign continued to deliver positive results, with more than 15% growth in conversions from the previous month.