Wightlink, a premier ferry operator in the UK, entrusted us with the task improving their PPC performance. As the leading provider of ferry services between the Isle of Wight and the mainland, Wightlink boasts an impressive legacy of connecting people and places with over 160 years of experience. Each year, they transport over 5.5 million passengers across the Solent, offering a variety of routes that cater to both vehicles and foot passengers. Despite their strong market position and commitment to reliability and convenience, Wightlink sought to drive greater efficiency within their digital budget. Our goal was to leverage cutting-edge digital marketing techniques to drive increased traffic and bookings, ensuring Wightlink can maximise the return from their investment
Our PPC campaign for Wightlink involved series of focused initiatives designed to optimise their digital marketing efforts and maximise return on investment.
Account Clean-Up and Focus on Top Performers: We started by thoroughly auditing the PPC account, identifying high-performing keywords, ad groups, and campaigns that were driving the most valuable traffic and conversions. This process involved pruning underperforming elements that were not contributing to efficiency or scale. By reallocating budget towards these top performers, we ensured that Wightlink’s advertising spend was being invested in the most impactful areas, leading to enhanced ROI and better allocation of resources.
Automated, Tailored Messaging for Key Customer Segments: Recognising the diversity of Wightlink’s customer base, we segmented the audience based on detailed behavioural and demographic insights. This segmentation allowed us to develop automated, tailored messaging strategies for each segment, ensuring that the communication was highly relevant and engaging. Special attention was given to crafting messages that resonated with Wightlink’s key audience segments, such as mainland customers, to foster a deeper connection and encourage action.
Testing Price Versus Non-Price Messaging: To determine the most effective approach for engaging potential customers, we conducted extensive A/B testing comparing price-focused messaging with value-driven propositions. This testing was critical in understanding what motivated Wightlink’s customers to book, allowing us to refine our messaging strategy continually and adapt our tactics to align with customer preferences and market trends.
Ongoing Optimisation Through Rigorous Testing: Our commitment to driving Wightlink’s PPC account forward involved countless tests beyond just price versus non-price messaging. We explored various ad formats, targeting options, and bidding strategies, constantly seeking ways to improve performance. This iterative approach ensured that the account was always aligned with the latest best practices and market conditions, leading to sustained improvement over time.
The culmination of these efforts led to remarkable results, surpassing even the most optimistic projections. By focusing on what truly mattered—optimising top performers, tailoring messaging to key segments, and continuously testing and refining our approach—we were able to significantly advance Wightlink’s PPC performance, setting new benchmarks for success..
Great service – highly recommended
I’ve worked with them on several projects – and they’ve been great; I’d definitely use them again and again, and have (and will continue) to recommend them to others. Very knowledgeable, well connected and easy to deal with.
Since Summon took over the account we have seen a positive impact on conversion rate and all PPC metrics. They are great at talking through optimisation and keep us up to date with all new technology. Our display campaigns are also much more granular, targeting the right consumer at the right stage of their journey.
Summon are a true partner
Paul and team have gone above and beyond to listen to and interpret our needs around paid and organic search, and are always responsive, professional and collaborative
Very quick responses whenever I need assistance. Smart viewpoints brought to my attention which has enabled me to increase market share in the industry I operate. Highly recommended!
We are delighted with the contribution from the team, thorough, great communication and most importantly vastly improved results. The reports provide clear analysis of activity and have allowed us to better analyse our marketing approach as a whole and prioritise budgets to deliver the maximum return
Reliable & efficient service
Paul and the team are reliable and efficient with their management, always reporting and ensuring we’re optimising on our accounts.