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Case Study: Classic Cottages

Getting the most from Pay-Per-Click
www.classic.co.uk

Campaign Objective

Neutralize took over the Pay-Per-Click (PPC) campaign at a time when the average Cost-Per-Acquisition (CPA) was £75-£100. The PPC team’s challenge was to significantly lower Classic Cottages' CPA whilst maximising their cross search engine coverage.

"Having worked with Neutralize (*\*) 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,
Managing Director
Classic Cottages

The Solution

Neutralize took the ‘Long Tail’ approach when researching keyphrases for the Classic Cottages PPC campaign. We identified generic keyphrases such as ‘holiday cottages’, through to very specific keyphrases like ‘self catering accommodation Fowey’; this research resulted in an initial PPC campaign containing thousands of keyphrases.

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, Neutralize were able to ensure all keyphrases were individually analysed. This allowed informed decisions to be made regarding which keyphrases to retain within the Classic Cottages PPC campaign and which to remove. All this work has resulted in the best return-on-investment (ROI) for Classic Cottages.

Results

After taking over the campaign in 2006, Neutralize were able to increase bookings by 40% while cutting advertising spend by over 15%. Once Neutralize assumed responsibility, our experienced PPC team was quick to spot high CPAs on two search engines, and so repositioned their spend on better conversion rates from other areas of the campaign.

Neutralize managed to meet the challenge of the initial campaign objective and lowered Classic Cottages' CPA to an average of between just £15-£30.

In addition, by use of tight management techniques, the top-level PPC team was able to increase relevant web traffic volumes and dramatically improve conversion figures.

This type of monitoring is crucial in order to ensure the best possible ROI is achieved for the client.

About Classic Cottages

Classic Cottages were founded, as Cornish Cottages, in 1977 by Tony and Clare Tregonning. The company started with just twelve cottages but now markets some 600 properties throughout the West Country.

About Neutralize

Neutralize are one of the UK’s leading full service search engine marketing agencies. Thanks to our varied toolset and long experience, the company’s strong and expanding client base achieves the best results from both algorithmic (natural) and Pay-Per-Click (paid) searches.

In 2006 we placed 6th in the Deloitte Fast 50 business growth awards and, in 2007, are finalists in the Imperatives Digital Awards for 'Best Search Campaign'.

We contribute significantly to our industry as Members of the Nominet Steering Committee and Committee Members of the Search Marketing Association (UK). Whatever your online objectives – increased sales, lead generation, improved content access or brand building – Neutralize can help you.