Evan Evans

Evan Evans enlisted the help of Search Seven to enhance the efficiency and performance of their PPC activity on Google Ads, with the aim to drive more bookings across their Harry Potter and core tour offerings. Achieving a YoY growth in both revenue and Return On Ad Spend (ROAS) across campaigns was a key consideration, particularly during peak periods, alongside improved cost-efficiency as competition within the ad auction intensified.

Initially, we increased investment in Performance Max to grow visibility as we mined these campaigns for keywords we preferred to be picked up through search instead, where we identified stronger Conversion Rates (CVRs).

As the client had strict requirements on visibility on certain search terms, we focused our attention on optimising the account structure. This involved maximising Quality Score by segmenting keywords into tightly themed ad groups with specific ad copy for each keyword set to improve ad relevance and boost Click-Through-Rate (CTR). In an effort to drive lower CPCs, we also introduced a broad-match campaign that effectively drove a stronger CVR - keeping it on a stricter ROAS target as more budget was allocated over time.

We split out any keywords that were underperforming on Quality Score into a dedicated “low-quality, high-volume” campaign. This allowed us to manage higher CPCs by attributing budget and applying a specific bid strategy to prevent costly clicks, whilst making sure all top terms maintained the visibility they required. Ad groups were separated by keyword match type, providing additional insights into the search terms that were generating the best results.