Digital Marketing Revival: Tracking, Ads, SEO, and Lead Growth

Escape Campers joined First Digital Media feeling that their previous digital marketing company weren’t generating enough results and lacked good communication. After analysing their previous Facebook ads, we found they were running various Facebook campaigns, including Facebook traffic ads and boosted posts. We discovered they weren’t A/B testing ad copy, graphics and images and found that their previous marketing company didn’t have Facebook tracking set up. As a result, they were unable to track conversions or monitor user actions on their website.

An additional challenge would arise at the start of October, when their developer launched an updated site. The updating process had been carried out without an eye to key SEO concerns; URLs for pages had changed, title tags and meta descriptions had not been retained, and content had been automatically generated by AI and contained numerous errors. In addition, Analytics tracking had not been carried across, significantly affecting PPC performance.

First Digital Media worked with the client to identify key changes that needed to be made and to restore tracking. Following this we were invited to take over the SEO for the site with a goal of restoring what had been lost.

As Escape Campers weren’t generating enough results with their previous Facebook ad strategy, we decided to create a new Facebook lead generation campaign and a Facebook campaign optimised for website conversions. Based on our experience with other clients, we have found that these two Facebook strategies are particularly effective for increasing enquiries. Our team also installed the Facebook pixel correctly on the Escape Campers website, so we could track any enquiries and optimise the ads. Within each Facebook campaign, we created ads focusing on different campervans, using different graphics, images and carousels, alongside various ad copy that would be A/B tested.

To strengthen their paid marketing strategy, we also suggested Escape Campers launch a Google Ads campaign, which their previous marketing company had not implemented. Our team launched a brand new Google search campaign with multiple ads targeting their local area. We also set up conversion tracking to help increase enquiries.

By utilising both Facebook and Google, Escape Campers have experienced a significant boost in enquiries.

Beginning in late October, First Digital Media have also begun to support the Escape Campers site with SEO. We carried out detailed keyword research, looking at what the site had ranked for as well as any opportunities it hadn’t covered, and created new content for all key pages.

We also carried out a technical audit of the site, allowing us to improve user navigation, merge near-duplicate pages, and update internal linking. Working in concert with the client we added a page to support their dealer network across the country and plan to launch a page for their rentals service in the new year.

While our primary goal has been to reverse the drop in organic traffic, the SEO team have also aimed to appeal primarily to more likely customers for Escape Campers. Part of this has been to improve keyword performance for their main vehicle brands, with a particular focus on the Renault Trafic as Escape Campers prepare for a big push on their Trafic-based model.