Sales Driving Countdown Ads with Leiths Online

Leiths School of Food and Wine is an award winning UK cookery school offering a world class professional program.

Creative

Paid Media

Paid Search

Retail Automation

Shopping Ads

Tech

Client

Leiths Online

Date

June 14, 2023

All work

The Challenge

Filling Live courses

Leith’s Online would offer courses inclusive of live, one-to-one tuition. These courses would have a limited number of places and it was important that course attendance was maximised to make sure that they would be profit generating and remain viable to run.

Capitalising on Urgency

Given the prestige associated with the Leith’s brand, there was an opportunity to use scarcity and urgency within our messaging to drive conversion rates. We wanted to communicate that there was a chance you would miss out if you didn’t book today.

Preventing Wastage

Leith’s had struggled in the past with ads for courses remaining live after the course had been filled. This was essentially wasted spend as the visitor to the site would be unable to book themselves a place on a course and created a poor user experience.

The Approach

Our solution was to build a tool that would allow us to countdown the number of places left on the course, to drive urgency, and to pause activity when the course was complete.

API Connection

Using our technology, we built a real time connection to the Leith’s Online CMS that would allow us to collect all of the course dates, as well as the number of course places booked. This data was then collected into a Google Cloud instance and sorted into a readable table.

Dynamic Ad Template

We designed a Google Ads copy template with placeholders that would be auto populated with the start date for the course and the number of places left on the course. The template was designed with fall back copy in case we had any technical issues with the live data.

Auto Copy Changes

We then built a second API connection from Google Cloud through to Google Ads. This would update available places in the copy in real-time. The same technology would also pause the campaigns and ads once we had booked out all of the available places on the course.

Ready when you are

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The Results

+10%

Increased booking

The emphasis on urgency and scarcity also helped to drive an improvement in conversion rate, encourage visitors to book now rather than risk losing their place.

+22%

Increased interest

Inserting live information on course dates and spaces translated into greater interest and engagement. This generated an uplift in traffic directed through to the site.

-12%

Increased efficiency

All of these positive effects helped to drive an overall improvement in budget efficiency, helping us to capture more bookings at a reduced campaign cost.

Our Work

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