How Luna Park Increased Online Sales by 1661% using Google Ads
About Luna Park
When it comes to fun and games (pun intended), there's no place more iconic than Sydney's Luna Park. Over the last 85 years, Luna Park has been a place of amusement to generations of families in Australia and a must-visit attraction for thousands of tourists.
Challenge
Online ticket sales were in need of a boost. For years, the company possessed and played off a well-established brand presence, but their internal marketing team recognised the industry was changing rapidly, and it was no laughing matter. For the modern consumer, it's not enough to be presented with information. Unlike traditional print marketing which goes from the company to the consumer, digital is a two-way street. Your customers expect to have a conversation and they expect to be engaged.
So, Luna Park embarked on a journey to improve their digital footprint by speaking to their audience in a more personalised, engaging and timely manner with the end goal of increasing revenue by 30% YoY. Their main digital channel was Google Ads.
Solution
Luna Park was actively running a few Google Ads campaigns which were returning mediocre results. Rocket stepped in with PPC services and dove into campaign data of over 3 years to identify a number of areas of improvement.
Once the issues were identified, Rocket performed a overhauled the entire Google Ads account that ensured:
- Accurate tracking of data to optimise campaign towards actual revenue and sales
- Luna Park ads always ranked #1 for all branded searches
- Successful launch of Luna Park's Winterfest campaign with budgets that were adjusted daily
- Improved CTR using ad extensions and relevant information
- Better quality segmentation and targeting
Further to optimising Google Ads, Rocket worked with the Luna Park team to map key personas, their triggers and pain points. This brought back all campaign assets back to the target audience.
Outcomes
1661%
Increase in Revenue in 19 Days
54.98%
Inrease in Total Website Revenue
610%
Increase in Search Campaign CTR
Result
Through careful calculation and robust optimisation, Luna Park's Winterfest was an absolute success with big crowds and an even bigger revenue. Some of the highlights include:
- 1661.03% increase in Google Ads Revenue
- 54.98% increase in total website revenue
- 610% increase in Search campaign CTR. This represents an increase from 3.93% to 27.92%
The success of the Luna Park Winterfest campaign was greatly due to the in-depth discovery process. This allowed us to not only perfect our technical strategy but also optimise our messaging across multiple touchpoints to various audiences at different times. Much like a spider's web, this meant we were able to tweak different strands of communication to achieve the desired effect. Furthermore, having this oversight across all areas meant we were able to properly understand and measure ROI accurately to make data-driven decisions and scale appropriately.
Digital Marketing Award Wins
- Winner ‘Best Advertising Campaign SEMRush 2019
- Winner ‘Best Advertising Campaign’ SEMRush 2018
- Finalist 'Best Use of Data in a Search Campaign' SEMRush 2019
- Finalist 'Excellence in Display' Google Premier Partner Awards 2019
- Finalist 'Excellence in Display' Google Premier Partner Awards 2018
"As a marketing team, we're quite hands-on and like to get involved as much as possible. Partnering with Rocket was an obvious choice, as they welcome the involvement rather than seeing us as a burden. Anyone working in the entertainment industry would know that there are countless external factors that can influence a campaign - it's not a matter of if, more so a matter of when. Rocket are proactive which enables them to be reactive when needed the most"
Brendan Biddell
Marketing Manager, Luna Park Sydney
Campaign Creative
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