Den blĂĄ Planet
Denmark’s National Aquarium gains more visitors with a Google Ads strategy that works both, above and below the surface
Denmark’s National Aquarium gains more visitors with a Google Ads strategy that works both, above and below the surface
The Blue Planet is Denmark’s national aquarium and is, in fact, Northern Europe’s largest aquarium with over 7 million liters of water and 10,000 square meters of building area. In 2013, it changed its name from the Danish Aquarium to The Blue Planet and moved from Charlottenlund to Copenhagen with a view out to Oresund.
Get more visitors
Optimize the use of the existing budget on Google Ads
Implement a new structure and create transparency
Increase the sales of B2B services
Implement a new B2B strategy for Google Ads
Iternum helped with:
Branding, ROAS
Bing Ads, Google Ads, Remarketing
Google MarTech Stack
After The Blue Planet moved to Copenhagen in 2013, we have experienced a decline in the number of visitors every year. 2019 was the first year since 2013 that we experienced an upswing and actually made money.
Like many tourist attractions, The Blue Planet has been challenged by the fact that 80% of their sales take place physically directly on-site, and only very few conversions/ticket sales would come through the webshop on the website. Therefore, they have had a hard time tracking the impact of their marketing efforts to people’s physical actions in combination with their digital actions.
Prior to the collaboration with Iternum Digital, the marketing managers at The Blue Planet did not have any knowledge of Google Ads and how to best optimize their ads on this platform.
They were challenged by working with an agency where there was no communication. The Blue Planet, wanted more documented results on the platform and on top of that they wanted an agency that could help them get more visitors through Google Ads within the budget that was already available.
The clear goal of our collaboration with the Blue Planet was, therefore, to get more visitors through Google Ads, while at the same time creating transparency in their data.
The collaboration started when Iternum Digital delivered a carefully prepared creative and quantitative analysis of the Blue Planet’s data, which clearly showed what needed to be done and why, in order to make much better use of the annual budget on Google Ads, and increase the number of visitors and ticket sales through Google Ads.
“Iternum Digital contacted us in order to be allowed to do an analysis of our data on Google Ads, and although we were a little sceptical at first, we agreed to get an analysis. If nothing else, we would learn something new. And it must be said, we did. Iternum Digital’s mission is to create transparency in data and that was done.”, Tue Fredholm says.
“The analysis made it easy for us to make the decision to choose Iternum Digital as our digital marketing partner. What convinced me into knowing that Iternum Digital was the right partner for us to handle our Google Ads was their rigorous creation of the ads. Their approach is based on data, and that was crucial for me. And we were not disappointed.”, he continues.
Once we had access to The Blue Planet’s data on Google Ads, we could clearly see that there was plenty we could optimize and just as much to clean up in order to give The Blue Planet the desired transparency in their data.
The first thing that needed to be done was implementing a granular structure for Google Ads.
With a granular structure, we use one keyword per ad group per match type. It can be a comprehensive structure to set up, but it allows us to adjust the bids at the keyword level. In this way, we gain control over performance in a better way and ensure that the customer gets the best possible return on advertising costs (ROAS).
By implementing the new structure and bidding model, we developed a strategy on Google Ads for The Blue Planet that supports their business model and can be steered towards the business goal they have.
The structure also makes it possible to target some of the ads to B2B customers and thereby increase sales of their B2B services.
Finally, the new approach, together with our monthly performance meetings, has created the transparency in the data that The Blue Planet had been missing.
After 3 months Iternum Digital had increased revenue from Google Ads by 23% without spending more money than the year before. The Blue Planet had not seen such an increase from their Google Ads data before.
“After The Blue Planet moved to Copenhagen in 2013, we have experienced a decline in the number of visitors every year. 2019 was the first year since 2013 that we experienced an upswing and actually made money.”, Tue Fredholm says.
From 2018 to 2019, The Blue Planet saw an increase in the number of visitors from 525,000 visitors to 545,000. And while this success cannot be attributed solely to the efforts on Google Ads, the new strategy on Google Ads has been a proven winner.
“We sell several tickets in Denmark, but also abroad. In addition, we have a number of B2B services, and these services have also seen an increase in sales, since Iternum Digital had built campaigns for the service in accordance to Iternum Digital’s best practice for Google Ads.“, continues Tue Fredholm continues.
With the optimization of The Blue Planet’s Google Ads structure, Google Ads has proven to be their best performing channel. On Google Ads, they pay down to a tenth for their conversion compared to their benchmark.
“We have been really satisfied with the collaboration. The Iternum Digital team is always accessible and they respond when we need it. Our monthly performance meetings work really well.”, Tue Fredholm concludes.
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