With a fresh approach to digital advertising, Woolacombe Bay Holiday Parks enjoyed 55% more revenue from paid traffic

"After a comprehensive, upbeat and enthusiastic proposal the Search Star team were awarded our paid search account taking over from another agency who managed our paid digital search for five years. With a short window to review the account before our key trading period, Callum and Jack pulled out all the stops to get us in great shape and it's really paid off. We've also been working on an integrated e-commerce performance by partnering our paid search campaigns with SearchStar's in-house conversion rate optimisation team"

Kevin Darvill, Woolacombe Bay Holiday Parks

About Woolacombe Bay Holiday Parks

Woolacombe Bay Holiday Parks is an award-winning company with four holiday and camping parks in the heart of North Devon. They boast a range of activities, catering to a variety of holiday-makers – as well as being just around the corner from Britain’s best beach (as voted by TripAdvisor).

Objectives

Woolacombe’s previous activity had become too focused on last interaction attribution, leading them to restrict their mobile traffic, and only engaging customers at the very end of the sales journey. Budgeting and impression share issues also caused them to miss out of valuable traffic during the key ‘January sale’ period, which we were determined to rectify. We employed a more holistic approach to the customer journey, using industry data around mobile’s contribution to holiday research, to create a more balanced, cross-device strategy across AdWords, Bing, Facebook, and Twitter.

Results

A rapid rework and refocus was needed to ensure the account was firing on all cylinders in time for Boxing Day sales. A combination of best practices, new features, and robust reporting led to improved results and a happy client. Working hand-in-hand with our CRO team, we managed to improve conversion rates by 21%, ROI by 28%, and revenue by a staggering 55%.