Objectives

The restaurant market in London is a highly competitive one and Aqua Shard with three primary objectives:

• The primary objective was to increase brand salience against its competitors in London.
• Capturing searches for ‘The Shard’ in order to generate additional bookings.
• The third objective was to become the top choice of restaurant for tourists visiting London.

The Challenge

• Wanting to generate extra revenue from tourist searches.
• No Google insights available from past activity & lack of tracking on site making attribution bookings difficult.
• DNA Creators to set benchmarks and discover optimum spend to justify an always-on approach.
• Heavy competition & booking sites making it tough for Aqua Shard to break through as a competitive choice.

Solutions & Recommendations

• Established location focused ads, targeting users searching within proximity the Shard. Testing the effectiveness of the key USPs – iconic location, amazing views & contemporary British cuisine.
• Integrated with Aqua marketing team to solve conversion tracking issues at the website backend level.
• Call & registration conversions were created to enable assigning a value to business from the campaign outcome.
• Set up a variety of ad group per offer and introduced dynamic targeting to refine TA and improved performance, lowering average CPC cost.

Results

• A/B testing showed that location USP is the strongest, which will guide future messaging.
• Dynamic targeting increased daily conversions (not considering seasonality) by up to 100%.
• We were able to quantify conversions for the first time through converting calls, our conversion rate was 420% above industry benchmark.
• New incremental traffic recorded: 8.98% increase from previous period.
• CTR increase by 105% from the campaigns run before – Avg CTR 23.73%.