getting digital acquisition channels back on track.

We have overhauled Northern Railway's PPC, display and social advertising to maintain and drive ticket enquiries and sales while the franchise has transitioned from Serco Abellio to Arriva.

the expertise we've applied includes:

  • Online Marketing Strategy
  • PPC & Paid Social
  • Search Strategy
  • SEO

a review of paid and organic channels.

Northern Railway, the largest train operator in Britain, needed to upgrade their PPC, display and social advertising approach. Our challenge was to drive increased online ticket purchases via the Northern Railway website and build brand awareness with their core audiences.

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account restructure and optimisation.

We started by restructuring the account to drive efficiencies and reduce CPA.

We then built the account up to increase visibility, and improve click-through and conversions by introducing ad extensions, running regular negative keyword reports and improving ad relevancy.

driving awareness and sales.

We now deploy our targeting strategy across paid search and display, as well as Facebook and Twitter advertising. We also help the Northern Railway team with their landing page content to optimise the customer prices and journey, as well as clearly signpost ticket prices and special offers.

Just 4 months into the strategy, we helped Northern Railway achieve the highest number of purchases the site has ever seen.

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increase in

conversions

128%

36%

reduction

in CPA

increase in

organic visibility

90%

fuROI

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