Wiltshire Council

Driving a 248% increase in website traffic

Wiltshire Council is the local authority which governs the non-metropolitan county of Wiltshire in South West England.

Challenge

Wiltshire Council sought to make Maths more accessible to the wider community. Despite their efforts, they faced challenges in reaching their target audience effectively and driving significant traffic to their educational resources. The council needed a robust digital marketing strategy to increase visibility, engagement and accessibility to their Maths programmes.

Action

To address this challenge, Wiltshire Council partnered with TMH who implemented a strategic campaign utilising Meta Ads, YouTube Ads & Google Search. The campaign was designed to target a broad demographic, with a focus on driving traffic to the council’s educational website and reducing the cost per click (CPC) for their ads. The key actions included:

Targeted Ad Campaigns: Custom audience segments were created based on interest in educational content, specifically Maths. The campaigns were then tailored to resonate with these audiences.

Creative Content: Engaging and informative ad content was developed, highlighting the benefits of the Maths programmes offered by Wiltshire Council. The ads were designed to encourage clicks and engagement, leading users to the website.

Data-Driven Optimization: Throughout the campaign, performance data was closely monitored. The team used this data to optimise ad placements, bid strategies, and content, ensuring maximum reach and cost efficiency.

      Results

      The strategic use of Meta Ads and YouTube Ads led to significant improvements in the council’s campaign outcomes:

      248% Increase in Website Traffic: The campaign successfully drove a substantial increase in the number of visitors to Wiltshire Council’s educational website, significantly enhancing access to their Maths resources.

      28% Reduction in Cost Per Click: Through continuous optimisation, the cost per click was reduced by 28%, making the campaign more cost-effective while reaching a broader audience.

      1,100,000+ Impressions Delivered: The campaign achieved over 1.1 million impressions, greatly increasing the visibility of the Maths programmes and ensuring the council’s message reached a large audience.