Virgin Active is the UK’s preferred gym and health club provider, with 118 health clubs in operation and around 500,000 live members.
How to GROW webleads
The challenge was simple – get more leads through the Virgin Active website. The implementation however was a journey from understanding changes in consumer engagement, identifying core opportunities across offers & promotions, leveraging the latest Google betas and drilling down on maintaining relevancy throughout the funnel – all against the backdrop of best-practice AdWords optimisation, structure & account management processes.
Click Through Rate
Ensure maximum relevancy between query, ad copy and landing page to drive increased clickthrough – and conversion rate and better ensure consistency in the user experience.
- Full account restructure for Google Enhanced Campaign.
- Custom ad copy for each gym, region & class across 118 clubs.
- Leveraging Google Beta’s for industry leading insights & best practice.
- Google Places extensions.
Dynamic Retargeting
We bought media in real time via a Demand Side Platform and utilised dynamic retargeting banners to ensure a highly targeted and relevant user experience. Using flexible filters based on URL-structures, we controlled our retargeting segments based on category, user interactions, funnel drop-off etc. & effectively managed messages across new prospects and existing members
The Mobile Opportunity
We bought media in real time via a Demand Side Platform and utilised dynamic retargeting banners to ensure a highly targeted and relevant user experience. Using flexible filters based on URL-structures, we controlled our retargeting segments based on category, user interactions, funnel drop-off etc. & effectively managed messages across new prospects and existing members
Results
2700%
Increase in Click-to Call
130%
Increase in Click Through Rate
146%
Increase in Conversion Rate
