1 Park Road B&B: Google Adwords
Recently Swann Digital had the pleasure of undertaking some digital marketing work for the owners of a delightful six bedroom B&B in Windermere, Cumbria. Owned and run by Mary and Philip Burton, 1 Park Road sells itself as a luxury boutique bed and breakfast and is perfectly situated for relaxing holidays and romantic breaks in the heart of the Lake District.
In order to maximise their online marketing potential in the run up to Christmas - and in order to capitalise on the increase in search traffic leading up to the festive period - Philip contacted Swann Digital to audit and improve the standing of their Google Adwords campaigns.
After a brief critique of the existing Adwords set up it was decided that we would focus on a broader range of the B&B's key features. This lead to the creation of a new range of ad campaigns targeted towards:
- Locations - The various target countries such as the U.S., Australia and New Zealand were each targeted separately in order to better manage and understand results.
- B&Bs - A campaign to advertise the primary business within the UK, targeting various search phrases around 'accommodation' and 'B&B'.
- Last minute deals - Bargain accommodation deals, which has proven very popular with those seeking to get away at short notice.
- Seasonal deals - Package deals and offers for Christmas, New Year and other public and family holidays.
As well as researching and creating relevant ad groups and keywords for the campaigns Swann Digital also set up additional features within Adwords in order to maximise exposure, relevance and, ultimately, the click through rate (CTR) of ads. Ad extensions for sitelinks, phone number and address were added in order to encourage further, relevant traffic.
1 Park Road B&B, Windermere
Phone: 015394 42107