Generating Footfall Through Search and Social

Building brand awareness and recognition of the tours before launching conversion activity was the core of the strategy.

Before the campaign launch, we devised a strategic targeting plan focused on insights from audience behaviour and the markets most likely to visit Scotland during the summer months.

We used a mix of paid social and paid search to inspire potential consumers with beautiful imagery before targeting them using keywords when they were closer to making a purchase, including a rigorous retargeting campaign to capture users who had already added tours to their basket but were uncompleted.

BUILDING AWARENESS

We ran an awareness phase using high quality and engaging video content across Instagram Stories, In-Stream Video & Feed then, once our audiences were sufficiently populated, began our conversion phase alongside.

DRIVING BOOKING CONVERSIONS

Across Facebook our conversion phase consisted of a mix of assets, from videos to statics to collection ads, allowing Facebook’s algorithm to serve the optimal version. We also ensured automatic placements were enabled — both of these optimisations ensured that we were getting the best results for the lowest costs.