The Brief
Following a trial launch of a new exclusive screening event and behind-the-scenes tour experience in 2023, Patch was appointed to devise a digital advertising strategy to increase ticket sales for multiple dates throughout 2024.
Objectives:
- To raise awareness of the experiences beyond the existing audience – with a particular focus on international positioning
- Increase traffic to the Eventbrite ticket page
- Increase ticket sales for both events
- Develop awareness of events and facilities at the client’s headquarters
The Campaign Execution
Adopting an Omnichannel strategy across Google Ads and Meta Ads, we approached the campaigns in our usual data-driven and inquisitive way, prioritising quality traffic over quantity.
Then we applied our Patch magic…here’s how:
- Research
- Thoroughly researching and defining a specific and concentrated keyword targeting strategy to drive relevant and engaged traffic, designed to maximise conversions while reducing non-relevant traffic.
- Optimisations
- Providing a seamless, cross-device user experience by combining fantastic desktop, tablet and mobile-optimised creative assets (video and static) with compelling copy to create visually stunning ads to captivate the target audience.
- Refinement
- Carefully managing budget allocation by constantly A/B testing assets and optimising spending towards higher-performing campaigns to obtain the best ROI possible.
- Nurturing
- Retargeting specific website visitors through additional Meta and Google ad campaigns, based on credible Google Analytics-4 (GA4) data, to nurture the sales funnel and improve ROAS over time.
- Performance Max
- Prioritising a Performance Max (P-Max) campaign on Google Ads, to support our creative-focused approach and maximise cross-channel reach across Google’s inventory, including YouTube, Display, Search, and more. This approach leveraged advanced audience targeting to reach high-intent customers.
- Tracking & Monitoring
- Utilising advanced UTM tracking for all ads to monitor important performance data via Google Analytics. This allowed us to continually enhance campaign performance based on our findings. Key to this was frequently forming and A/B testing our hypotheses, creating a feedback loop.
The Results
Both digital advertising campaigns have consistently been classified as ‘High Performing Campaigns’ on Meta Ads Manager (formerly Facebook Ads Manager).
All dates for the 2024 tours were fully booked by mid-summer, leading to the addition of further dates, which also sold out by Q4. Due to popular demand, new dates for 2025 had to be released early, and are already nearly sold out.
The Numbers
Link Clicks - 23,154
All Clicks - 49,079
CTR (All) - 3.55%
CPC (All) - £0.03
Reach - 399,516
Impressions - 1,523,358
CPM - £0.93
Link Clicks - 16,367
All Clicks - 43,280
CTR (All) - 3.79%
CPC (All) - £0.05
Reach - 287,217
Impressions - 1,143,193
CPM - £1.75
