This sector relies on opt-in users across a large number of websites, who can then be served adverts triggered by various factors such as keywords searched or websites visited. For example targeting people who have visited a competitor's website or searched for products your business offers.
Central YMCA is the first YMCA and has a number of trading operations.
To identify small price competitive audiences highly relevant to their business.
We identified their competitors and marketing strategies to leverage their brand and marketing spend to act as a buying signal to trigger our campaigns.
We are able to target users that are highly relevant to the charity with a cost per visit far lower than any other marketing channel with branded messages.
Get Into Golf on behalf of England Golf
Get into Golf is a UK wide campaign to attract a greater variety of people to play golf.
The aim was to attract women between 25 and 55 to book golf lessons in Norfolk and Essex.
We researched search engine key words around golf and women's social and fitness activities. We then researched popular websites we could target to attract the right audience, such as women’s golf fashion sites, listings of local activities, and weight loss groups.
Looking at a competitive sector we wanted to keep costs low, setting set medium level bids on large number of highly relevant triggers. We then measured the uptake and built-out on closely, but not directly related, sites at a cheaper rate. This put weight on the most relevant visits but still achieved the volume and reach outside of those already considering golf.
Using contextualised display alongside PPC we delivered 14,000 unique visits from relevant people, all of whom had read information about the offer and its price before clicking through. We managed to get a CPC down to below half the suggested market rates.