4Uhospitality.com provides hospitality packages for major sporting events in Ireland and abroad, including corporate event management.
The brief
Increase web enquiries by revising the existing Google AdWords PPC campaign and optimise the website for natural rankings.
Our approach
Our Google Certified Experts assessed the existing PPC campaign, which was a small, generic campaign, and restructured it for the client's specific needs. Using keyword research tools, we selected a broad range of relevant keywords. These keywords were tested with different ad copy to yield the best possible results from the PPC campaign. The costly generic phrases that had been used weren't generating enquiries, so we switched to targeted, specific phrases to attract quality visitors. The CTRs and ad positions improved dramatically as a result of these changes. As a result, 4Uhospitality's ads moved into the coveted top two paid positions on Google.
In September 2005 4Uhospitality.com launched a new website and brought in Digino to ensure it was fully optimised before it went live.
Results
Digino increased CTRs by an average of 600%, while reducing the average CPC by 350%. This resulted in more visitors at a lower cost, a significant increase in the number of online visitors and subsequent significant increase in quality online enquiries. Through Digino's SEO efforts the number of visitors arriving via the organic results went from zero to 50% of overall visitor traffic. 4Uhospitality now benefits from multiple top ten positions in the organic results for its important keywords and has more visitors coming in through the organic listings than through the PPC campaigns.
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