Reaching New Audiences: Gleneagles Beyond Golf
Overview
8 Million Stories have been working with Gleneagles since December 2022 supporting the development of SEO strategy as well as introducing a more cohesive approach to Paid Search and Paid Social. Despite being a well know golf destination, Gleneagles wanted to being reaching a wider audience to improve search traffic and room revenue.
Client
GleneaglesSector
Travel & HospitalityWhen
2023Solutions
- SEO Strategy
- Paid Social Media
- PPC
Challenge
Whilst Gleneagles have a dedicated golf audience who know them the team identified an opportunity to drive more traffic and revenue to site from audiences both domestic and international to take advantage of the other experiences on offer during a stay at the hotel.
There was also a need to support the growth of Gleneagles Townhouse, newly introduced into a competitive market in the heart of Edinburgh.
There was also a need to support the growth of Gleneagles Townhouse, newly introduced into a competitive market in the heart of Edinburgh.
Solution
To ensure Gleneagles could attract international audiences at both properties, we supported the development of content for key experiences and factored in targeting for audiences at an international level as well as family audiences.
Our optimisation work looked at the following areas:
Results
Gleneagles
SEO
- Increase in the number of top 10 ranking keywords +18% YoY
- +14% increase in organic bookings YoY
- Page 1 visibility for keywords associated with 'family holidays'
Paid Media
- PPC ROAS improved +107% YoY
- CTR increase +90% YoY
- +75% improvement in revenue YoY for PPC
- +2,700% increase in purchases YoY via Paid Social
Townhouse
SEO
- +83% increase in organic traffic YoY
- Page 1 visibility for keywords associated with 'dining Edinburgh' and 'Edinburgh members clubs'
Paid Media
- PPC ROAS improved +30% YoY
- PPC CPC's reduced by -28% YoY
- Paid Social CPS decreased almost 100% YoY
- Paid Social CTR improved +119%
