Case Study
Gleneagles
Results driven digital marketing campaign for a super premium brand
Gleneagles
The Client
Gleneagles is a luxury hotel opened in 1924 situated in Perth Scotland. The hotel and golf courses have become world famous for five star services and its dedication to excellence. Recently, it is perhaps most famous for hosting the 2014 Ryder Cup
Gleneagles approached The Zen Agency with a brief to promote interest within their Glenmor holiday village situated at the Gleneagles hotel. Online bookings were a key revenue generator and Gleneagles felt they were not currently getting the best ROI from their channels.
Gleneagles
The Project
We began by developing and implementing an initial SEO campaign based around both on and off page optimisation. We undertook extensive keyword research using industry leading tools and techniques to discover exactly how people were searching for the services which Glenmor were offering. The research considered the user intent of the key phrases as there had to be focus on increasing the number of conversions through the website. After the initial research we set about setting up and optimising landing pages within the website ensuring content quality was high and calls to action were clear.
To support the SEO which is a long term strategy we decided to implement a PPC campaign which would support it. Using our previous list of keywords we began to set up a number of tight knit highly focused PPC campaigns with closely related keywords and ad copy. We monitored these campaigns through meticulous management, regularly A/B testing the likes of Ad copy, ad extensions and max CPC.
Gleneagles
The Results
We understood that above just increasing traffic we had to ensure traffic was converted at an acceptable rate, we implemented a tracking pixel and goal conversions which enabled us to quickly and easily identify which keywords were converting and which were not. This ensured we were not wasting budget on low return keywords. We developed and implemented a successful digital strategy, monitoring the success of all SEO, Social Media and PPC activity to ensure a healthy return on investment. Our work in Gleneagles Glenmor luxury seasonal ownership apartments saw goal conversions up 50% year on year.