Twickenham Stadium

Agency: WebBox

Background

The heart of English rugby and a stunning backdrop for an event – it was time to show Twickenham off as a venue through a stellar PPC campaign.

Twickenham Stadium is an international landmark for rugby fans, but they wanted to expand their PPC activity, so they could increase booking for conferences, private parties, seasonal events, and corporate hospitality.

Promoting the hospitality packages available, as well as the stunning location and history of the stadium, would enable the internal marketing team to reach their objectives to increase the number of bookings.

Seeking a paid ads strategy, support, and increased results from PPC, they got in touch with us.

Solution

The most important aspect of this campaign was working with the client to understand their commercial objectives, how they would like to position themselves, and what they had tried previously.

We worked with the team on an initial campaign which boosted awareness of the venue in the context of conferences, private parties, etc. This met the initial objectives with a positive return on investment, which led to further plans for campaigns.

We wanted to further expand and include campaigns targeting competitors, additional offerings (such as hospitality, meeting rooms, etc), and display retargeting. In doing so, it was possible to grow our reach and engage potential new customers who may not have considered the venue before, or even known that hosting events at the stadium was an option.

To make sure we were hitting all the right marks, we also suggested strategic and creative approaches, tweaking campaigns for seasonal campaigns such as international rugby matches and the Christmas party booking season. This meant we could cover all of our bases.

“The team at WebBox are extremely efficient and easy to work with. We have worked together for almost a year now on Twickenham Stadium’s PPC and have seen a positive increase in both our website traffic and enquiries from the different campaigns. WebBox is always so quick to respond to queries and changes to campaigns and offer us great support and guidance.” Laura Jefferies, Twickenham Stadium

Results

When we took over PPC campaign management for the client, we set up a number of different conversion points to monitor performance.

So far, we have seen the following results:

  • Fourteen per cent increase in conversions.
  • Fifteen per cent decrease in CPA.
  • Six per cent increase in session duration.
  • Six per cent increase in pages per session.
  • Eleven per cent decrease in bounce rate.

As the campaign grew, we incorporated more advanced targeting, such as users’ interests and behaviours to further increase reach.

This has been achieved through the Google display network, and targeting specific custom-built audiences based on search terms they have recently used. Display retargeting has also been implemented to remind website visitors to come back, take action,m and book an unforgettable event.