case study
PPC Management for quest
rooms in Spain
MIND FACTORY
Location
Spain
Start date
August 2016
Category
Entertaiment
View
Website
Task
- Increase number of requests;
Project features
- A new brand on the market;
- High competition among escape room companies;
- Advertising campaigns in Spanish;
Tools and services
Project description
Any time is perfect to get together, enjoy a room escape and recharge our batteries. Quest rooms in Madrid offer more than 10 rooms for fun.
Solution
This client had never had advertising campaigns run which was both an advantage and disadvantage. On the one hand, it is easier to optimize and analyze campaigns if there are some key performance indicators available. However, on the other hand, it’s better to set up campaigns properly from the start without wasting money on unnecessary tests.
Before we launched Google Ads campaigns, we had set up conversion tracking through Google Tag Manager, Google Analytics, and Facebook Pixel tracking codes. We also created the semantic core and chose the right keywords and negative keywords in Spanish and English. After that, we created advertisements and added all available extensions.
We launched search ad campaigns aimed at adults, and kids in two languages. We adjusted the bids for specific days and times, devices, ages, and genders to get the minimum cost per conversion and the maximum number of requests.
In 2018 we performed website interface testing with Google Optimize and found design solutions that made customers submit requests more willingly.
We also created dynamic search ads which gave lower conversion costs.
We’ve tested and launched a lot of Google features throughout the project: search ads, Google Display Network, remarketing, YouTube, Gmail sponsored promotions, dynamic search ads, and Google Optimize.
2016 Results € 24,75 conversion cost
2017 Results € 19,26 conversion cost
2018 Results € 13,9 conversion cost
As we can see, our comprehensive approach together with an effective advertising strategy produced positive results. Still, we are not going to stop and become complacent.
+50%
Increase in the number of clicks
+94%
Conversion rate increase
+300%
Number of conversions increase
-57%
CPT decrease
Results
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