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.


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


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


  • 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



  • 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


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%


One of our team members is very much looking forward to attending an evening @harfordmanor organised and hosted by @savills and in conjunction with horological masters @mjjwatches #windsor #berkshire


Hot on the heels of the @iabuk report on video growth - we’re delighted to be well and truly certified by @google #video #advertising #googlepartners #digitalclarity


Search still the daddy though online video spend overtakes banner ads for the first time. See latest @iabuk / @pwc_uk digital #adspend report #digital #advertising #video #UK #ppc #adwords


#Repost @s0phieburrows ・・・ Thanks @bingads for the bubbly! #bingbeat #thirstythursday #winning #digitalclarity #prosecco 🥂


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Waiting for sunflowers. An experiment in the @digitalclarity lab. Who will have the tallest sunflower? Thanks to #pure360 for the pots. #emailmarketing #seo #digitalclarity


What a way to celebrate your 20th birthday @maxverstappen1 wins the Malaysian Grand Prix #f1 #lewishamilton #danielricciardo picture via @f1


Great talk by Tim McLoughlin Head of Social Media at on engaging #socialmedia #socialmediamarketing #travel #travel_conf