Cripps & Co and equimedia: the perfect couple!

With little paid media testing previously, and poor tracking, there was little historic data to refer to. We recommended testing Google Ads for 5 venues and Meta ads for 2 venues, for 2 months.

PPC

We restructured their Google Ads account to feature Brand terms and venue names overlaid with geographic targeting. Initial results provided a baseline measure of conversions.

Following the establishment of baseline response metrics and keyword research, geotargeted generic terms were added split into 2 campaigns;

• “Get Married” covering searches for unspecified venues and,
• “Wedding Venues” covering searches including the term 'wedding venue' to expand reach.

Separate ad groups were set-up for each match type (i.e. Exact, Phrase and Broad Match) in both campaigns and individual match type performance was accurately measured to enable campaign expansion and optimisation. As the campaign matured, focus shifted from brand to expanding generic campaigns.

PPC Tests:

• Bid strategies 
• Goals 

900+ negative terms were added, reducing budget wastage. Manual CPC testing helped manage CPC’s. Poorly performing keywords were removed regularly reducing Cost Per Acquisition.

Continuous campaign optimisations allowed us to achieve balance between generic ads to extend reach, and brand ads to deliver conversions. Image ads used insights from Meta to ensure the best performing images were used. Copy reflected the Meta campaign creative to deliver a cohesive journey for users.

Meta

Complementing PPC, geo-targeted Meta campaigns were tested for 2 months for 2 locations. Activity targeted:

• ‘engaged’ audience (relationship status) overlaid with interest targeting 
• A ‘look-a-like’ audience similar to site visitors
• Re-targeting audience reaching site visitors who had not completed a lead gen. form.

The campaign included Awareness ads to engage new audiences, Consideration ads to increase interest, and Conversion ads to drive leads. Multiple creative variations were tested throughout.

All Awareness and Consideration ad variants were targeted to all relevant geo-targeted ‘engaged’ and ‘look-a-like’ audiences:

• Awareness ads: Image and video ads introduced the venues
• Consideration ads: ads provided venue specific information
• Conversion ads: retargeting ads were delivered to previous non-converting site visitors.

Following the successful initial test period campaigns was implemented for 3 other venues.

Tests included:

• Image tests in all campaigns
• Multiple headline options for Awareness ads
• CTA’s for lead gen forms 
• Copy variations in Consideration ads.
• Video Ads for Stories/Reels placements

Tagging, Tracking and Reporting

End-to-end tagging, tracking and reporting, including CRM integration, allowed ROI calculations for every £1 spent.

Each lead was tracked through to viewing attended, provisional venue booking and completed booking, for all conversion types. With data broken out by campaign, we identified which campaigns were driving engagement, viewing bookings and wedding bookings, and optimised accordingly.