Pitchside Hospitality desired more marketing-qualified leads and to address key marketing challenges including high costs per acquisition, and increasing low visibility at their flagship events such as darts at Alexandra Palace and cricket at The Oval.
By implementing advanced PPC strategies, Pitchside was able to surpass its objectives, including reducing CPAs and boosting conversions.
Strategy
Detailed Strategy
- Campaign Segmentation:
- Tailored campaigns by event type, e.g., darts, cricket, horse racing and exclusive preview events.
- Created bespoke ad sets for priority events such as “Darts Hospitality” and “International T20 Cricket”.
- Specific campaigns for both B2B and B2C, targeting the different audiences across different platforms.
- Targeted Keywords:
- Identified high-performing keywords relevant to each event.
- Combined local and location-specific strategies, yielding an 18.75% conversion rate.
- Performance Max Campaigns:
- Unified campaigns across Google Search, Display, and YouTube to maximise visibility.
- Delivered a 130.9% increase in impressions and a 363.6% boost in conversions year-over-year.
- Social Media Optimisation:
- Rolled out dynamic ads on Meta (Facebook and Instagram) and LinkedIn, focusing on custom audiences within a 30km radius of event locations.
- Instagram Stories ads achieved a CTR of 3.68% with a CPC of £0.17.
- Cost Management:
- Implemented invalid click blocking, saving £299.79 in budget waste.
- Reallocated funds to campaigns with lower CPAs and higher conversion rates.
