Client Overview
In 2022, Babbacombe Model Village approached us with a specific goal: to increase the number of pre-booked visits made through their website. With an expanding visitor base and a desire to optimise attendance during peak seasons, Babbacombe needed a paid media strategy that could effectively capture high-intent traffic and drive pre-bookings. Additionally, they were preparing to launch a new attraction, Mythical Kingdom, and needed a campaign to build awareness and excitement around this offering. The challenge was twofold: enhance overall pre-booking conversions while supporting the successful launch of their new attraction.
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Our Approach
To meet Babbacombe’s goals, we developed a tailored Google Ads strategy comprising two core campaigns: a Responsive Search Ad campaign and a Responsive Display Ad campaign.
Responsive Search Ads
We created a responsive search campaign aimed at capturing potential visitors actively searching for relevant terms, such as “family attractions in Devon” and “things to do in Torquay.” By dynamically adjusting ad headlines and descriptions based on search intent, we ensured Babbacombe’s ads were seen by people likely to be interested in pre-booking their visits.
Responsive Display Ads
In parallel, we launched a display campaign to increase brand visibility across the Google Display Network. This campaign was strategically designed to reach a targeted demographic, focusing on families, local tourists, and travel enthusiasts who matched Babbacombe’s ideal visitor profile. With visually engaging banners, the display ads reinforced Babbacombe’s brand presence and drove more users to explore their website.
Campaign for Mythical Kingdom Launch
To support the launch of the Mythical Kingdom attraction, we created a dedicated campaign that ran for three months. This bespoke campaign combined both search and display ads to reach audiences interested in family-friendly attractions and new experiences. The goal was to drive awareness, build anticipation, and encourage early bookings for the new attraction.
Results
Our paid media campaigns delivered outstanding results for Babbacombe Model Village, achieving measurable growth in both visibility and pre-booking conversions.
Ad visibility
Through our strategic combination of search and display ads, Babbacombe’s ads reached over 3.9 million people across the UK, representing a 63.04% increase in impressions. This significant boost in visibility ensured that Babbacombe’s brand remained top-of-mind for families and tourists planning visits to Devon, increasing their likelihood of pre-booking.
Improved Conversion Rate
The targeted nature of our campaigns led to a 54.11% increase in conversions, meaning that thousands more potential visitors were successfully encouraged to book their tickets online. Additionally, the conversion rate improved by 8.33%, underscoring the effectiveness of our keyword targeting and ad placement strategies. By driving more high-intent users to the website, we not only increased total conversions but also improved the overall quality of traffic reaching Babbacombe’s site.
Successful Attraction Launch
Our bespoke campaign for the Mythical Kingdom attraction was a major success. Over the three-month period, the campaign generated substantial awareness and interest, leading to a notable uptick in pre-bookings for the new attraction. This campaign demonstrated the value of a well-timed, focused advertising push to support key business initiatives, providing Babbacombe with a robust launch for their new feature.
What we do
Priority Pixels is a B2B Marketing Agency providing digital solutions that deliver. Our approach combines cutting-edge design, data-driven marketing and seamless technology integration to help support your business or organisation’s goals. Every decision we make is grounded in strategy, whether it’s building high-performance websites, optimising your SEO, paid media, or connecting your digital tools to improve efficiency and reporting.
We don’t believe in one-size-fits-all. Providing tailored services that align with your goals ensures your digital presence works harder, scales faster and delivers real results.
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