“Having worked with Guava for a year, we are convinced that they can offer an intensity of analysis and depth of campaign that we cannot achieve on our own.” Simon Tregonning, Classic Cottages Managing Director
The Situation
Classic Cottages was founded in 1977 and now markets some 600 properties throughout the West Country. Classic Cottages needed:
- To significantly lower their Cost-Per-Acquisition (CPA)
- To maximise their cross search engine coverage
Our Solution
Guava researched and identified thousands of keyphrases for the Classic Cottages PPC campaign, from the generic, such as ‘holiday cottages’, through to very specific, like ‘self catering accommodation in Fowey’.
For many, a campaign with this number of keyphrases can be a logistical nightmare. However, using a range of internal, bespoke analytical tools and strategic bid management techniques, we were able to ensure all keyphrases were individually analysed.
This level of detailed analysis allowed us to make informed decisions regarding which keyphrases to retain and which to remove. Our experienced PPC team was also quick to spot high CPAs on two search engines, and so repositioned their spend on better conversion rates from other areas of the campaign.
The Results
Guava managed to meet the challenge of the initial campaign objective and lowered Classic Cottages' CPA from £75-£100 to an average of between just £15-£30, increasing bookings through their website by 40% while cutting their advertising spend by over 15%.
In addition, by use of tight management techniques, our PPC team was able to increase relevant web traffic volumes and dramatically improve conversion figures. All this work has resulted in the best return-on-investment (ROI) for Classic Cottages.
“Having worked with Guava for a year, we are convinced that they can offer an intensity of analysis and depth of campaign that we cannot achieve on our own. In simple terms, they earn their fee by increasing the volume of business and reducing the Cost-Per-Acquisition."
Simon Tregonning, Classic Cottages Managing Director