Case Study - British Horseracing
www.britishhorseracing.com
British Horseracing Board PPC Campaign
History
The British Horseracing board is the official governing body of horseracing
in the UK. Through the website, they offer information and ticket sales
to all the
major horseracing events in the country. However, with the rise of alternative
ticket sites and online auctions they needed to find a competitive edge
to
increase website traffic and sales. Many horseracing enthusiasts were using
the site as an information resource but making their ticket purchases elsewhere.
Objectives
The client contacted Esummit because the site needed to be prominent on the
major search engines. They had never tried Pay
Per Click marketing before,
so they were looking for a company that could offer expert campaign management.
Horseracing tickets are in demand but the competition is fierce, so targeted
keywords needed to be carefully researched to provide maximum conversions to
sale.
What we did
Esummit researched the customer base of the horseracing industry.
We analysed the popular keywords and combinations, which search
engines
were most popular and user search habits (e.g. when they are online,
how often they search etc). By carefully managing how – and when
- every penny of the search marketing budget was spent, we were
able to offer maximum return on investment. If a client’s potential
customers are mostly searching in the evening, there is no point
in using all the Pay Per Click budget by midday.
Results
The British Horseracing Board saw an increase in “click-throughs”
and conversions to sale. Overall,
Pay
Per Click increased
ticket enquiries to the website and increasing tickets sales by
20%.
back to clients
|
