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A leading ground transfer provider since 2002, covering over a million routes to destinations in over 50 countries, with more destinations being added all the time.
We took this right back to the beginning, working with the client to get a full idea of the routes we needed to cover in the account. We then looked at what we had running in the account, stripped out poorly performing keywords, and filled the gaps with additional keywords and routes that were missing.
With this new keyword list, we made tightly structured campaign and ad groups, and decided to split match types out into separate ad group, in order to keep one campaign per the base of each route. This left us with a very clear and concise structure as the foundation of our new account, in which we had close control over negative keywords as well as a platform for providing highly relevant ads for each search term.
With a mix of keywords that included one or both of the base and destination from each route, we were also able to send users to the most helpful landing page and offer relevant ad extensions for their search.
Once the new account was launched, we had a platform for highly effective optimisations. Meaning we were able to easily expand on positive and negative keywords, adjust bids and push budget in the areas with the strongest return. We had great success implementing positive bid adjustments on mobile, that worked particularly well in conjunction with aggressive audience bid modifiers when users returned to search on desktop.