We were approached by Travel Magical, a leading Disneyland Paris® Partner, to manage their Paid & Social Media delivery. Our starting point was to understand their current situation – this included a review of their current marketing campaigns across all of their online channels and to conduct product, competitor & consumer research. Understanding where they were at enabled us to work with Travel Magical to set realistic overall objectives and individual channel objectives.
Once we had presented the research and worked together to define the objectives we pulled no punches in delivering a strategy that worked across Paid Media & Social to deliver immediate positive results in line with their objectives.
Project
Paid & Social Media Plan
Client
Travel Magical
What I Did
Paid Media Strategy: AdWords, Bing, Facebook
Facebook Retargeting, Split Tests & Custom Audiences
Over 75% Reduction in Cost Per Lead
We identified a number of key opportunities on Facebook to develop leads at a significantly reduced CPA when compared with other channels. We ran multiple split tests on creative, audience and landing pages and identified the top performers.
Adwords, Display (Retargeting & Placements) & Social
Across all Paid Media we achieved a 50% reduction in the Cost Per Lead
A lot of optimisation on the AdWords account was necessary to tighten up the campaigns & to improve the cost per lead. Budget was reallocated to certain AdGroups where opportunities were identified and bidding strategies ensured we were making the most of the budget, hitting the right people at the right time. We achieved a 25% reduction in CPCs, higher quality scores for the keywords & thereby a significant reduction in the cost per lead.
”Fraser more than exceeded our high expectations.
Billy-Joe MeredithDirector // Travel Magical®
