Longtail Pet Motel Case Study
Find out what we did to help Longtail Pet Motel accelerate business growth and succeed with digital marketing.
Download PDFThe Client - Longtail Pet Motel
Longtail Pet Motel provided temporary pet accommodation (dog kennelling and cattery services) for pet owners in Hamilton and the surrounding areas.
All Animals had Individual Housing, Exercise & Feeding
- with Fresh Meat & Royal Canin Biscuits
History
Longtail Pet Motel was a client of WebWizards from September 2017 to June 2020 - when they unfortunately had to close due to issues caused by COVID 19.
Their previous website was not working well for them, the site was indexed by Google however they had broken links and functionality issues and the site was not mobile compatible.
They were maintaining two different addresses for one website. Their advertised URL was hosted in a frame on the other URL, so you couldn't see, or bookmark, the actual page you were on.
They didn't have Google Analytics or any other tracking set up so they couldn't see how many people were visiting the website and interacting with it. They were getting bookings but couldn't tell where they came from.
They had Google Ads campaigns running that were set up by their old agency.
They were getting the agency's standard Google Ads reports but couldn't tell what people were searching for that triggered the ads and they couldn't see what visitors were doing once they landed on the website.
Despite paying the agency maintenance charges, the ads hadn't been updated to use the new better performing ad formats or extensions.
There was no visibility on what the agency was doing for maintenance or optimisation of the Google Ads account and no strategy discussed for improvement.
Objectives
– Attract new customers and improve website engagement
Longtail Pet Motel wanted to attract more customers and get more visitors to its website through organic search results and via their Google Ads search advertising campaigns.
They also wanted to be able to track how people were interacting with the website and get more people interacting – ultimately to receive more pet accommodation bookings.
Goals
We wanted Longtail Pet Motel to be seen in search results at the right moment in time to reach new customers and drive bookings. Our main goal was to achieve better performance with both paid and organic search results.
We wanted to make sure that every dollar we spent in Google Ads was being used in the most efficient way and that we showed up at the right time in search results when people were looking for a pet accommodation (dog kennelling or cattery services).
To gauge our performance, we wanted to do the following:
- Generate more traffic to the website
- Track and Increase Website Interaction Rates
- Increase Google Ads Traffic, but not the cost
Strategies
With some new content, and the best content from their old website we re-created a better, standards compliant, mobile friendly website. We implemented best practices for search engine optimisation - including redirecting one domain URL to the other.
We set up advanced interaction tracking using Google Tag Manager and relevant goals and KPI’s in Google Analytics to track the success of the website and claimed the website through Google Search Console – we linked these through to Google Ads so everything could be tracked and reported on.
We also set up claimed and optimised their “Google My Business” listing.
We created and optimised a new Google Ads account to align with Google's best practices and used the new Google Ads features that were not enabled in the old account.
We performed keyword research and search trends analysis to pick terms and phrases that would send better qualified traffic to the website.
We also determined many search terms that could have triggered our ads where the intent of the searcher didn't align with our goals, these we added as negative keywords to prevent the ads showing unnecessarily.
Finally, we converted their old separate booking forms into one form and set up tracking for new and repeat bookings.
Results
We saw an immediate rise in organic traffic and pet bookings increased immediately as well.
After a few weeks, we were able to analyse data in Google Analytics, Google Ads and Google Search Console, and cross-referenced both paid and organic enquiry statistics to determine the actual keywords and search terms that delivered quality leads for the business and used these to further optimise the website and Google Ads account.
By mid-October they were fully booked for dogs in the Christmas break.
Google Ads Results:
- 163% Increase impression share
(up from 32.36% to 85%)
- 75% Decrease in Impressions
- 17.5% Decrease in Clicks
- 46% Increase average ad position
(moved from position 2.4 to 1.3)
- 229% Increase in average Click Thru Rate
- With more bookings at a lower cost
By only showing ads to relevant searchers total impressions and clicks actually dropped!
We were getting much better Google Ads traffic and increased impression share with competitors and also increased the click through rate.
3513%
ROI
We also tracked return on investment - Longtail spent $148 on Google Ads in one month and tracked bookings attributed directly to Google Ads worth over $5200 - that's a 3513% return on investment!
Google My Business Results:
- 1912 Impressions in Google Search Results
- 1458 Impressions in Google Product and Service categories
- 454 Direct viewings - by business name or address - in Google Search or Maps
- 144 Actions from Search & Maps results including:
- 85 Website visits
- 36 Requests for driving directions
- 23 Phone calls initiated
Client Review
Thank you for helping us with our marketing of the business, we appreciate your honesty and commitment and we are very pleased with the results!
Kevin Wilmshurst – Owner
Why choose WebWizards?
We are Badged & Certified Google Ads and Analytics Partners with 22+ years' experience with website development, website optimisation and digital marketing.
For Google Ads, we offer you:
- Best Practice Account Setup and Maintenance
- Regular Account Auditing
- Regular Maintenance (if required)
- No Fixed Contract – we won't lock you into a maintenance contract you don't need
- Reporting on the actual search terms that trigger your ad
Unlike other agencies, we will give you access to your Google Ads account, which gives you the option to learn Google Ads basics:
- Manage your own budgets,
- Pause ads when you want and
- See and understand exactly what we are doing for you.
Or we can manage the whole account on your behalf.
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