The strategy and implementation
Our strategy for the Grand Pier consisted of a two-fold approach across Google and Meta channels.
Each event campaign targeted a unique audience and, as a result, required a bespoke approach. Our Google Ads were rooted in location targeting, focusing on Weston and its surrounding area.
Utilising interest-based audience targets across Display and YouTube campaigns, we were able to tap into top of funnel search, increasing awareness for both specific events and The Grand Pier itself. The nature of these campaigns gave us greater license to utilise the Pier’s iconic image through visuals highlighting what makes each event, and the Pier itself, unique.
For our search campaigns, we took a similar top-of-funnel approach. First, through launching three different copy structures – piece-led, experience-led, and a mixture of the two – building ad groups from specific event-related keywords – ‘events near me’, ‘things to do in weston’.
For Meta campaigns, we also took a localised approach, using a variety of ad types like carousels and video, with the goal of generating traffic and awareness.. As a result, we targeted a relatively broad audience with softer conversion goals to push the ads to as many users as possible.
With eye-catching, evocative imagery, The Grand Pier was a great candidate for multiple forms of display ads, helping to maximise the visibility of our campaigns.
The results
Their success is an important lesson in paid campaign management – sometimes you can convert through the strength of the ads alone, with constant tinkering diluting their effectiveness over time. The quick turnaround time highlighted to our Paid Media team how it can pay not to overthink a campaign.
Total Google Ads data for all events*:
- Impressions: 967,775
- Clicks: 12,990
- Conversions: 1,195
- CPA: £3.73
- Conversion %: 1.83%
*All data from between September and December 2024.
