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Equity School Travel

SEO, Google Ads and social media management

Founded in 1933, Equity – The School Travel People, is one of the leading school tour operators in the UK. Offering trips across the globe, Equity’s main aim is to create life-changing educational experiences for young students.


My Approach

Equity had a longstanding Google Ads account, however, the ad copy and creative were in need of a refresh, as well as narrowing down keywords for more tailored advertising. For example, removing keywords that were unlikely to generate leads for the business.

The company also had a vast website with 100’s of landing pages that needed to be urgently SEO optimised to jump up the search engine results.

Furthermore, I worked on A/B testing various search and display adverts within the account. Keywords such as “school trips to New York” were incredibly competitive and costly – sometimes averaging at £12 per click. I looked at spreading the budget appropriately, and optimising the ad copy to ensure Equity only generated high quality clicks. I also found new avenues to advertise through the Display network on renowned websites used by teachers such as tes.com to increase brand awareness. 

The Results

A refresh of Equity’s search and display adverts within Google Ads, as well as optimised targeting led to increased conversions for the company. A heavy focus on improving SEO also significantly increased organic enquiries.

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Freelance Digital Marketing Consultant based in Worthing. 


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