Case Study

Driving revenue for inter-city coach operator Megabus

  • 92% Increase in Revenue YoY
  • 25% Reduction in CPA
  • 67% Increase in search visibility YoY

THE CHALLENGE

Market-leading budget coach operator megabus chose Red Hot Penny to increase annual revenue and profitability. Our PPC and Biddable Media, Paid Social, Copywriting and Organic Search services were all on-board to implement an integrated digital strategy.

THE SOLUTION

When Red Hot Penny and megabus partnered in October 2016, we implemented a strategy across PPC and Biddable Media, Paid Social, Organic Search, Creative Content and Copywriting to increase the revenue and profitability of the business.

Paid Search account overhaul: First stop, we took over their paid search efforts, implementing a full account rebuild and introducing paid social services. We carried out granular campaigns, cross negation and large-scale management of search terms to improve its efficiency by 25% in just 6 months. Careful testing for high level and generic terms such as ‘Bus Trip’ meant these were reintroduced to open up the number of campaigns available to megabus.

Getting social: Our paid social campaigns focused on GEO targeting to attract specific customers including students and festival-goers who have a strong presence on Facebook and Instagram. Harnessing the power of social required a complex set of negations to only show for highly relevant traffic and was pivotal to our strategy for growth.

Mega content: Our Organic Search and Copywriting teams paired up to help target similar audiences to our paid social strategy. Working on guides to summer festivals in the UK that megabus offer routes to and from, we targeted keywords to help drive traffic to site. These guides offer helpful content positioning megabus as an expert in the field and increasing brand engagement.

Prepare for migration: The Red Hot Penny team were presented with a new challenge in the form of megabus’s site migration. Working closely with megabus’s migration team, we provide ongoing support to ensure a smooth transition from their old site to a new one.

THE RESULTS

Better efficiency and increased revenue: Paid search cost per action was reduced by 25% within 6 months of rebuilding megabus’s account. With an increase in spend of just 11%, our team managed to grow revenue by 92% YoY.

High visibility: megabus saw a 67% increase in organic search visibility YoY across the whole site, with over 600 new keywords ranking on pages 1 and 2 of search results.

Connecting megabus with new audiences: Our Creative Content team was brought on board to create shareable quizzes, guides and more, to help megabus on their route to growth.

What our expert said

Increasing megabus’s mix of direct marketing channels by refining their existing AdWords account and opening up new sources of revenue in the form of more high-level keywords campaigns and paid social contributed to increased revenue. Putting a little more budget behind effective campaigns went a long way, and organic search and paid search have worked together to complement keyword-targeting efforts to help megabus achieve its growth goals

Dan Coleman, Digital Marketing Director

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