Butlins, part of Bourne Leisure was looking to build out an in-house digital marketing team but required an external agency to build the foundations of their account and take responsibility of the strategy and management in the interim.
Bamboo Nine were the preferred choice due to our no contract, no margins policy and after extensive research into historical search queries, ad copy, audiences and user intent, it was clear that a unique structure was required with a distinctive split between new users and users who have previously visited the site (RLSA).
Bamboo Nine’s ‘no-strings’ approach really appealed to us as it matched our end goal of moving the channel in-house. From the start, Chris Rivera, Zak Pashen and the team took the time to get under the skin of our business needs and identify the optimum approach to our paid search activityJames Bromley, CTO, Bourne Leisure
By the end of the build, there were over 4,000 campaigns split between 2 Google Ads accounts, with campaigns split by:
- Geographic location
- Resort location
- New Users or RLSA
- Seasonal events
- UK or non-UK searches
- Break types
- Search phrasing (ie ‘cheap’, ‘last minute’, ‘holidays’, ‘breaks’)
For new users, our strategy was to serve compelling, engaging and often price-led ads for high-intent searches, for example ‘family christmas holidays uk’, whereas for the RLSA campaigns we allowed for much more broader phrasing and more research-based searches to trigger, for example ‘christmas holidays’.
To avoid inflating costs due to serving less-relevant ads to users, we adopted the SKAG model to ensure that ads were as close as possible to the user’s search, resulting in lower cost-per-clicks and higher click-through rates.
In such a competitive market, particularly July-September, users’ typical path to booking involves several touch points and often, several days/weeks to finalise the decision. Therefore, post-click optimisation and reporting was utilised, and more aggression was input to the RLSA campaigns in order to ensure ads were visible when users were ready to book.
As a result of this structure and the new strategy in place, from June 1st – July 31st 2019 vs the same dates last year:
- Google spend (cost) decreased 14%
- Bookings increased 17%
- Cost-per-booking decreased 26%
- Conversion rate increased 28%
While the heavy lifting of the new account build sat with the experts at Bamboo Nine, regular communication and check-in sessions with the team ensured this was a collaborative process to ensure the key stakeholders at Butlin’s all bought into the new account build and tactics we’d be deploying. From the point of re-structuring the account, we soon saw positive performance lifts.Chris Thorpe, Digital Trading Director, Bourne Leisure
Bookings vs Cost-per-Booking (WoW)
We worked with the team at Butlin’s to improve analytics tracking and fully embrace using enhanced ecommerce metrics. This strategy enabled us to optimise profitability of bookings by critically reviewing bid strategy and optimising across the funnel resulting in a 121% improvement in ROAS.
While the scope of work was exclusive to our PPC activity, the team at Bamboo Nine went the extra mile to support our wider business with key recommendations around website UX, tagging and tracking to ensure we could work the account as hard as possible and evolve our reporting capabilities. The results speak for themselves.
I wouldn’t hesitate to recommend Bamboo Nine; they did exactly what we asked them to do and more in a very short space of time and it was a pleasure working with Zak Pashen, Chris Rivera and their Head of Technical, Chris Johnson.Ian Parrish, Senior Acquisition & Retention Manager, Bourne Leisure
Throughout the management period of the Butlins account, we also provided support in:
- Forecasting and budget recommendations
- Monthly/weekly reporting
- Advising and consultancy (including website and tracking)
- Campaign experiments
- New campaigns build
It was a pleasure to assist Butlins and Big Weekends with their goals and extremely satisfying to meet and exceed their expectations. We look forward to a continued working relationship with Bourne Leisure as we still are on hand to offer support and guidance if needed. I’d like to also praise Zak and Chris Johnson (and their internal departments) for their professional approach in dealing with a company the size of Bourne Leisure. It makes me proud to work with such talented and hardworking people at Bamboo Nine.Chris Rivera, Director, Bamboo Nine
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What our clients have to say
I wouldn’t hesitate to recommend Bamboo Nine; they did exactly what we asked them to do and more in a very short space of time and it was a pleasure working with Zak Pashen, Chris Rivera and their Head of Technical, Chris Johnson.Ian Parrish, Bourne Leisure
I have been extremely pleased with the quality of lead generation that our PPC campaign has given us. We are consistently visible on the first page of google for all of our targeted search terms and the fact that over half of our business comes from google shows how well it works. I wouldn’t hesitate to recommend Bamboo Nine to any escape room looking to increase online visibility and sales because they definitely know what they’re doing!Phil Harris, Pier Pressure
We have worked with Bamboo Nine for over 4 years and they are always on the end of the phone and happy to answer questions we have, not just PPC questions! Their customer service is honestly amazing and we see Chris as a part of our business. Our campaigns are run ever so well and long may our relationship continue.Charlotte Thompson, Thames RIB Experience
Bamboo Nine, we love our new site! You took our brief and blew us away. The feedback from our clients about our website has been extremely positive and we have already won contracts on the strength of it. We can’t thank you enough!Francesca Coleman-Carr, Sash Windows London Ltd
I trust Bamboo Nine because they always go the extra mile for us. Their service and more importantly, their results; is why we are loyal to them. We expect a lot, and they deliver.Daniel Humphreys, Sure Removals
I never have to worry about my campaign. Every day I get leads, which is what I want. I know they are working behind the scenes daily to improve the campaign even more so and I appreciate the fact I can get on and run my business while they do their thing.Dom Fagan, Concrete Flooring Solutions
Since I’ve worked with Bamboo Nine, our Goggle Shopping campaign and PPC campaign has improved drastically and we now get the leads in to the business that we want and need, rather than just clicks to our website. The guys are always on the ball and always contactable and due to the success of my PPC campaign, I have introduced Bamboo Nine to other companies with my full recommendation.Ali Sik, Stone and Wood Shop
They do what they say they’ll do, and they do it well. I have complete faith and trust in Chris and his team.Alan Read, Ames Group