Search optimisation can be the difference between mere visibility and effective conversions. It’s not enough to be on Google because, frankly, everyone is. Here’s how we helped our client, who ran a climbing centre in Lithuania, achieve more effective conversion rates and increase their sales.

Client Outlook

Our client ran a rock climbing centre in Lithuania, operating an indoor facility that also offered a range of other recreational activities like yoga. The company’s marketing message leaned on excitement and wellness, along with providing a good time for large group get-togethers. They hosted events for all ages, allowing for family functions and advanced exercises or workouts in one venue.

They were looking to improve their outreach with a digital outreach program. The company did not have complicated processes in place, so a lot of work was done from the ground up. The main KPI was going to be a mix of increased audience relevance, conversions, and lower cost per click.

Search Optimisation Strategy

Due to the nature of the business, the approach was local, which is standard operating procedure for event spaces. This incorporated better local paid search and targeting rather than SEO or other long-term measures.

Another core aspect of the new strategy was attracting birthday events. This would help create the most signups for the least amount of advertising spent.

This meant refining search options by eliminating unwanted searches. We detected traffic from surrounding cities, which was then removed. The locational information had to be changed. We set geolocation targeting by radius around the place, as opposed to by districts. This helped refine our searches by matching the exact distance more accurately since districts can be uneven.

We then changed the targeting by now aiming for parents, starting from the age of 35+. We changed the text of the existing ads (headlines and descriptions) and aimed for the most important messaging elements for the new strategy.

Search Optimisation Content Creation

We created new assets in the form of sitelinks, callouts, and structured snippets. Upon testing, corrections were made to the callouts for maximum impact, and then we added improved images.

We also optimised the Google account to add logos and the business name where necessary. Finally, we reviewed the search terms, adding the negative keywords that lacked relevance in our search term lists. This was done regularly so as to refine the list down to the most effective.

Altogether, these measures minimised spending and enhanced the CTR.

Results

As the data shows, the costs went down by a factor of almost 6. The constant process of keyword refinement and testing allowed for higher conversions (almost 7 times as high) for lower spending.

Due to this strategy, we were also able to improve the ROI per conversion, targeting higher spending customers. All of this was done while getting more relevant impressions, proving that the cost per click was lower.

As the case illustrates, refinement and targeting can vastly improve search potential. This optimises marketing ROI and builds a more relevant audience with a higher willingness to pay.

If you’re looking for a search agency, look no further. We can help you implement the strategy you need, so your business can thrive. Check out our marketing services page to see what we can do for you.