Moretti Paid Media Campaign
Over a two month period we ran a paid media campaign focused on an offer on Moretti in the brewery’s pubs. Paid search delivered consistent traffic throughout the campaign period and relevant keywords, strong ad copy, and landing pages designed around the offer all contributed to a higher than anticipated quality score and ad rank. The consequence of this was a lower CPC, visibility in more auctions and more traffic for no extra investment. We also measured a range of conversions, primarily footfall due the the nature of the offer, and this also over delivered. Campaign highlights include: 710,271 impressions delivered via keyword search; 26,316 conversions which was 143% above target, and 24,707 pub visits which was 139% above target.
Estrella Paid Media Campaign
After the success of the Moretti campaign, we switched focus to an offer on Estrella. The budget for this camping was around a quarter of the budget for Moretti, so targets for pub visits and conversions were reduced accordingly. Once again, paid search delivered consistent traffic throughout the campaign, and achieved very similar results as the Moretti activity. The campaign resulted in 13,506 website visits, 40% above target, and 6,236 pub visits, 141% above target. The dedicated landing pages helped gain good quality scores for both the Moretti and Estrella campaigns. This led to us being able to get more traffic from the budgets due to a lower cost per click.
SEO and Keyword Optimisation
The team focuses on technical SEO fixes, SEO consultancy work, and content optimisation for Local SEO searches. In this chart you can see a large increase in conversions from June 2024 due to improvement of page title tags, main H1 headings, and tweaking copy to ensure local pub pages and pub finder tools were more visible in search results.
