The Big Bus Company PPC Management Case Study

Background

The Big Bus Company is one of the largest open-top sightseeing tour providers in the world, with 80 buses operating in London alone. The company has been working with Chameleon Net on various online projects for the last three years.

Requirement

Big Bus wanted to increase online sales of their tour tickets but weren’t sure where to start in order to achieve this objective. Big Bus had ambitions to see £4 returned to them for every £1 they invested in the long term.

Solution

Chameleon Net introduced Big Bus to the concept of PPC and SEO in September 2008, and has managed the company’s search optimisation strategy ever since. The Chameleon Net team started by establishing which search terms people use when they intend to buy a tour ticket, and then worked to ensure that Big Bus’ name appeared high on the list of results when these terms were used. Chameleon Net bid on Big Bus’ behalf for keywords, produced effective ad copy for them, and continually analyse the results and refine this activity.

Results

As you can see from the above graph, Big Bus’ ROI has been climbing to the extent that even during the off-peak winter season, the company received an average of £3.41 back for every pound spent on Google ads, and regularly beat the £4* target.

The Big Bus Company has now commissioned Chameleon Net to roll out a PPC campaign in other worldwide locations.

For further information contact:
Dan Martin (danm@chameleonnet.co.uk)
Chameleon Net
Tel: 020 7332 6360

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Testimonial

"Chameleon Net have exceeded our expectations with the ROI generated to date. To regularly achieve an ROI of four to one during our low season is excellent, and we are confident that we will see even better performance in 2010 thanks to the ongoing improvements to our campaign."

Andrew McIntyre, International Commercial Manager,
The Big Bus Company.