How Heyday increased the awareness and traffic for Landal Greenparks, despite their change of name

The challenge

On January 2nd, 2018, Landal GreenParks changed their name from Dayz by Landal to Landal GreenParks. Landal wanted a smooth transition from advertising on the formerly Dayz domain to advertising on the new Landal domain. The job was to ensure awareness of the change of name and ensure that the sales did not drop.  

The whole task was supposed to be executed on the same day as the change of name, January 2nd, 2018.

Furthermore, all the links from the existing ads should be changed to redirect into a new and more relevant site on Landal’s new domain along with all their search words that needed an update.  

The solution

At the end of November 2017, Heyday already started to prepare the task. Landal’s former Google Ads setup were to be analyzed and based on the analysis a plan was to be made of how the job should be tackled.

Heyday created more than 1.000 new relevant and adjusted text ads, all with a call to action and adjusted search words. Furthermore, the users also needed to understand the change of name, already when they saw the ad which made high demands on the message in the ad. In addition to the development of a large number of ads, Heyday found the new landing pages that the users should be guided into when they clicked on Landal’s ads. Heyday also ensured, that all the ad expansions were updated, and site links were created that had relevancy for the search, that the users had made.

All these tasks were to be prepared on both Google and Bing Ads, and different tests were made. We had to check that all the new campaigns were properly set up and that all the old campaigns were shut down in time.

The result

By the help of a well-organized PPC plan and solid footwork, the new strategy could be initiated without any delays. Everything was set up to automatically change so all the old Dayz campaigns and ads were replaced with new Landal GreenParks campaigns and ads.

The result was clear. In January 2018 Landal GreenParks achieved a total of 2 5% more clicks from Google Ads compared with the year before, with the same budget as the year before. Also, the quality of the new ad setup could be read directly in the price per click which dropped 21 % compared to the year before. Finally, the campaign gained a ROAS of 881 %.