Amore Events & Functions
Amore Events & Functions is a beautifully converted warehouse space in Albion, Brisbane. The hidden gem of a function venue hosts everything from birthdays to weddings, engagements, corporate events, bridal showers, and baby showers.
The Goal
The Amore Events team wanted to increase the number of bookings generated by its Google Ads strategy. They approached Status Agency, because they wanted to work with an agency that would give the campaigns care and attention, all the way from keywords, to ad copy and account management.
Status Agency needed to generate enough leads to book out the venue months in advance. A monthly lead target with a capped cost-per-lead was set. The team also set out to increase search impression share to over 20% and hit a 2% conversion rate.
The Challenge
The functions and events market is extremely competitive. There were a variety of large and established venues bidding on the same search terms as Amore Events. This meant that Status Agency needed to utilise the full functionality of Google Ads to compete on the same level. The team needed to find ways to cut through the noise and identify highly converting words that were also affordable.
The Insight
Status and Amore Events knew that seasonality impacts event bookings. People would be focused on Christmas and New Year’s Eve celebrations from November to December and would start planning events for the new year in January. Status Agency also identified that searches in the events industry frequently change throughout the year, ranging from broad queries, such as “venue” to niche ones, such as “Brisbane-based venues” and “venues near me” depending on what planning mode people are in.
The Solution
Status Agency created an agile paid search strategy that could keep up with seasonal trends. The team spent a lot of time on research, identifying keywords that had performed well in the past, finding new keywords that hadn’t been targeted yet, and identifying search patterns and trends over time.
Status Agency set up its paid search campaigns in a way that would make them easy to adjust and optimise. There were “high performance” campaigns that targeted keywords that the team knew performed well. There were also “growth” campaigns that focused on new keywords that were worth testing.
That meant that when search trends changed, Status Agency could test new keywords in the “growth” campaigns without impacting the “high performance” campaigns. Once new and high-performing keywords were identified, they could be shifted across into the “high performance” campaigns where Status Agency had created a structure that allowed fine-tuned control over budget and click spend allocation.
Status Agency also maxed out its responsive search ads with unique headlines and descriptions to stand out in search. Important unique selling points, such as “no booking fee” were pinned so that they would always be present in these dynamic ads. The team also utilised every possible ad extension, including images that showcased Amore Events' beautiful atmosphere and festoon lights.
The Result
Status Agency has built an agile and responsive paid search framework for Amore Events. When high-performing search terms stop working, Status Agency is able to observe the change and shuffle its budget and targeting approach to capitalise on other queries that are picking up.
Since kicking off in August 2022, Status Agency has exceeded the monthly lead target by 30% and reduced the cost per lead by 10%. Search impression share has increased from 10% to 23%, while the conversion rate remains stable at 2%. As a result, Status and Amore Events are in a position to increase click spend and explore how they can capture demand in other search engines.
Exceeded monthly lead targets by 30%
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Decreased cost-per-lead by 10%
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Increased search impression share from 10% to 23%
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Exceeded monthly lead targets by 30% 〰️ Decreased cost-per-lead by 10% 〰️ Increased search impression share from 10% to 23% 〰️
Testimonial
“Status Agency has exceeded our expectations and massively contributed to the success of our business. We have worked with digital agencies before, and none have even come close to the results Status have achieved for us. The digital landscape is continuously changing, but we can always rely on Status to offer the best advice and strategies for our business, as they stay at the forefront of change. They take initiative and implement changes in line with behavioural shifts and trends so that we never fall behind.”
Fabio Morganti and Aynaz Fathi, Owners, Amore Events & Functions
