Challenge:

STH, a leading sports hospitality company, faced the challenge of maximising online registrations and ticket sales for the Rugby World Cup 2023. With the goal of attracting a diverse audience of rugby enthusiasts, STH needed to enhance their online presence, improve advertising efficiency, and optimise campaign performance to drive conversions effectively. Identifying valuable search queries and implementing targeted advertising strategies were key challenges in achieving their objectives.

Approach:

To address these challenges, we implemented a strategic approach focused on leveraging Google Ads to reach a wider audience and drive registrations and ticket sales. We strategically incorporated a combination of generic keywords related to the Rugby World Cup and conversion-focused keywords targeting ticket purchases and match-specific queries. By segmenting their keyword targeting and optimising bidding strategies, we aimed to maximise campaign reach and engagement while minimising advertising costs.

Results:

Our Google Search Ads campaign yielded significant results in driving registrations and ticket sales for the Rugby World Cup 2023. Here are the key outcomes:

• Increased Engagement: The campaign generated a huge number of clicks and impressions, indicating a high level of engagement and interest from prospective attendees.
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• Cost-Efficient Advertising: Despite the substantial reach and engagement, STH maintained a relatively low average cost per click (CPC), demonstrating cost-effective advertising and efficient budget allocation.
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• Conversion Optimization: The campaign exceeded the expected registrations, enquiries, and package purchases. By targeting users with high purchase intent and optimising bidding strategies, STH achieved a strong conversion rate, indicating the effectiveness of their advertising efforts in driving tangible business outcomes.
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• Improved Cost per Acquisition (CPA): STH achieved a competitive average cost per acquisition (CPA), indicating efficient conversion optimization and cost-effective acquisition of registrations and ticket sales.

Analysing the campaign's performance over time reveals notable improvements in key metrics, indicating the effectiveness of STH's ongoing optimization efforts.

• Increase in Click-Through Rate (CTR): We experienced a gradual improvement in click-through rate (CTR) as the campaign progressed, marking an impressive 39% increase in CTR over the campaign duration.
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• Enhanced Conversion Efficiency: Additionally, we observed improvements in conversion efficiency throughout the campaign duration. By optimising bidding strategies, refining keyword targeting, and analysing performance data, we achieved a more competitive average cost per acquisition (CPA), indicating a significant 89% decrease in CPA compared to the initial stages of the campaign.
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Conclusion:

Our Google Ads campaign for the Rugby World Cup 2023 not only drove significant registrations and ticket sales but also demonstrated substantial improvements in key performance metrics over time. By implementing a strategic approach, optimising bidding strategies, and analysing performance data, we successfully maximised campaign effectiveness, engagement, and conversions while maintaining cost efficiency. These insights underscore the importance of ongoing optimization and data-driven decision-making in achieving sustained success in digital advertising campaigns.