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.
KEY POINTS
- Google Ads management
- SEO integration
- Social media management
- Content management and creation
- PPC budget management
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.
- 83% of targeted search terms appearing on the first page
- 53% of targeted search terms appearing in the first 3 results
- Average PPC CTR of 3.79%, above industry average
- Copy refresh of over 100 destinations
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