PPC and SEO Joining Forces Together to Increase Drayton Manor’s ROI by 365%

The brief

Drayton Manor were facing a search challenge that many brands are familiar with – rising CPCs and increasing competition across the leisure space. Our mission was to build a holistic search strategy that combined the powers of SEO and PPC to improve ROI. So, we pulled out all the stops: we tackled cannibalisation, refocused on ROAS rather than reach, and optimised content to improve outcomes for both channels.

WHAT WE DID

We made Drayton Manor’s keyword targeting work harder. We focused on the heart of their business – family-friendly fun and searches for family activities. The ultimate goal was to increase both hotel stays and ticket purchases. So, our integrated search team ran all activity together to deliver efficiencies as quickly as possible.

1. Holistic strategy and keyword targeting
   First up, we analysed search behaviour in depth to build a full keyword database of all search queries, language and performance. This gave us a solid foundation for efficient account structures and key optimisations across both ad copy and website. Our analysis also revealed areas of overlap where PPC was spending while SEO was ranking well.
2. Account restructure
   We then restructured the brand campaigns to cut wastage and focus on ROAS rather than Impression Share. We also optimised location targeting to reach the right audience and phasing to ensure visibility ahead of peak periods.
3. Ongoing optimisations
   Next, we leveraged Google’s AI capabilities to improve visibility across high-intent audiences, using behavioural signals and first-party data. But we didn’t stop there. We carried the optimisations over to the website with tailored optimisations to improve on-page copy and the structured data markup.