How REBEL drove registrations and ticket sales for STH's Rugby World Cup 2023 hospitality packages, cutting cost per acquisition by 89% while engagement climbed.
STH, a premier sports hospitality provider, faced the challenge of maximising online registrations and ticket sales for the Rugby World Cup 2023.
The objective: captivate a diverse audience of rugby fans by enhancing online presence, refining advertising efficiency and optimising campaign performance to boost conversions, built on pinpointing the search queries that actually mattered.
The audience ranged from the casually curious to buyers hunting specific match packages. The strategy had to engage fans at every stage of the decision, from first interest through to final intent to purchase.
And a World Cup has a fixed window. There is no next season to learn from: efficiency had to improve week on week, with budgets kept firmly under control.
A methodical approach built on Google Ads' own capabilities: a keyword strategy engaging fans at every stage of the decision, advanced segmentation to concentrate budget where it worked, and automated bidding tuned continuously on live performance data.
A blend of generic and highly targeted Rugby World Cup terms, from general interest through to specific match-level queries with buying intent.
Fans categorised by search behaviour and engagement level, so resource concentrated on the highest-performing segments.
Google Ads bidding strategies optimised on the campaign's own performance data, maximising reach while keeping costs controlled.
REBEL are a great company to work with. Building meaningful relationships with their clients and always being reactive, their team strive for greatness and want the best for your company, championing you as a client.
The campaign surpassed its targets across the board.
Global SEMVivobarefootView case study →
B2B Paid SearchPax8View case study →
PPC · EcommerceJoma JewelleryView case study →Fixed windows, big stakes, no second chances. That's where disciplined paid search earns its keep. Tell us what's coming.