Mister Bartender

Our approach was a multi-channel strategy across SEO and Google Ads that could support both lead generation in the short term as well as set the business up for long term success.

Specifically, our approach across each channel was as follows:

SEO

• Develop a keyword strategy that would support core existing ‘mobile bar hire’ and surrounding terms as well as search themes targeting event specific terms.
  
  • This helped develop an expanded site structure that could house event specific content such as weddings, birthdays and corporate events.
  • Beyond core event types we developed a blog content strategy that could help support topical authority around search themes and drive relevant top-of-funnel traffic.
• We also conducted a thorough technical audit that laid a strong foundation for the campaign with priority optimisations including:
  
  • Page title optimisation.
  • Page speed improvements via large image file conversion to WebP formats.
  • Addition of schema to relevant components of the site.

Google Ads

Firstly, we designed a campaign that was structured to have specific ad groups for specific event types and their high intent search terms. Secondly, the team built a general mobile bar hire campaign that targeted those searching more generalised terms, such as “mobile bar hire”, “cocktail bar hire” and “bar hire”.

This strategy enabled Mister Bartender to appear across the range of specific events and general terms their target audience would be searching. We utilised Responsive Search Ads to get a detailed cross section of data from the outset.

A challenge at the early stage was the natural alignment with more conventional bar hire venues particularly with broader keyword targeting.

As the campaign progressed and we could gather data, we were able to make precise data driven decisions regarding campaign optimisations, budget allocation, additional search terms, negative keywords and A/B testing variations. This included:

• Developing and refining headlines for the Responsive Search Ads leveraging high performing copy.
• Continually optimised negative keywords applied to the specific campaigns and ad groups.
• Pausing underperforming keywords, including broader search terms as the data pointed us towards more specific audience segments and behaviour.
• Adding high performing and high intent search terms to capitalise on our target audience search habits.
• Strategically leveraging a maximise conversion bid strategy, with a target cost per acquisition that enabled us to scale efficiently.

After strong initial performance Mister Bartender scaled their budget while maintaining high performing early campaign metrics such as cost-per-lead.