Chatsworth House Trust

Chatsworth House is a spectacular stately home to the Duke and Duchess of Devonshire. Chatsworth estate offers 35,000 acres of beautiful land and a wide range of events within the house and gardens throughout the year.

Chatsworth began working with Digital Clarity from summer 2013 to promote exciting events and has developed into creating a new strategy to engage visitors to explore the English heritage of Chatsworth House.

OBJECTIVES

The most immediate goal was to move focus from PPC brand spend, to non brand terms with a view to engaging new visitors.

  • Increase non brand relevant traffic
  • Increase ticket sales online
  • Increase awareness of Chatsworth House, gardens and events to families looking for days out

STRATEGY

Optimising a not for profit account within Google Grant limitation was a challenge. In order to shift the focus to non brand searches we first had to increase CTR’s and quality scores from landing pages in order to allow for lower CPC’s.

PPC Training 

  • To train the team at Chatsworth House to have a deeper understanding of AdWords PPC

PPC

  • Reduce brand keywords and focus on specific match types of “family days out” & “days out with the kids” related terms
  • Promote specific seasonal events and exhibitions
  • Localised targeting and bid strategies to optimise within the $2 max bid limit

chatsworth-radius-targeting

Analytics

  • Troubleshooting and supporting the upgrade to Google Universal Analytics
  • Implement enhanced e-commerce tracking to report on ticket sales
  • Implementation of Google Tag Manager to allow Digital Clarity to make code changes hence saving 3rd party costs

RESULTS

Within the last year Digital Clarity have created a strategy to transform Chatsworth’s traffic to their site:

  • 95% of paid traffic comes from non brand
  • Overall traffic increase of 20%
  • CTR increase of 2.55%
  • Conversion increase of 245%
  • Revenue increase of 236%

chatsworth-strategy

What’s on this guys mind today? ・・・
Speed meets creativity.
@mosalah int
What’s on this guys mind today? ・・・
Speed meets creativity.
@mosalah introduces the all-new Energy Mode #X18+, exclusively available through adidas and selected retail partners. Courtesy of @adidasfootball —

Posted 6 hours ago.

What’s on this guys mind today? ・・・ Speed meets creativity. @mosalah introduces the all-new Energy Mode #X18+, exclusively available through adidas and selected retail partners. Courtesy of @adidasfootball —

×
In short, 160 characters for desktop and 130 for mobile. Although, it could be a
In short, 160 characters for desktop and 130 for mobile. Although, it could be argued, do you even need to write these anymore? Read the blog by our very own @jenfarny on all things SEO #digitalclarity

Posted 23 hours ago.

In short, 160 characters for desktop and 130 for mobile. Although, it could be argued, do you even need to write these anymore? Read the blog by our very own @jenfarny on all things SEO #digitalclarity

×
Instagram Image
Instagram Image

Posted 1 day ago.

Instagram Image

×
Considered by many as the greatest American novelist of the late 20th century, w
Considered by many as the greatest American novelist of the late 20th century, we mourn the passing of Philip Roth - the author who broke the mould and scandalised middle America #philiproth #rip

Posted 3 days ago.

Considered by many as the greatest American novelist of the late 20th century, we mourn the passing of Philip Roth - the author who broke the mould and scandalised middle America #philiproth #rip

×
We will never forget 🐝 All 22 of those taken from us will always be in our he
We will never forget 🐝 All 22 of those taken from us will always be in our hearts ❤️

Posted 3 days ago.

We will never forget 🐝 All 22 of those taken from us will always be in our hearts ❤️

×
A wonderful morning for business #driven #grind #tuesdaymotivation
A wonderful morning for business #driven #grind #tuesdaymotivation

Posted 4 days ago.

A wonderful morning for business #driven #grind #tuesdaymotivation

×
Absolutely breathtaking.  A boat neck @givenchyofficial haute couture was the th
Absolutely breathtaking.  A boat neck @givenchyofficial haute couture was the the perfect choice. #royalwedding

Posted 1 week ago.

Absolutely breathtaking. A boat neck @givenchyofficial haute couture was the the perfect choice. #royalwedding

×
So it begins #royalwedding
So it begins #royalwedding

Posted 1 week ago.

So it begins #royalwedding

×