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Gillray's Steakhouse & Bar Digital Marketing

Website optimisation and pay-per-click advertising

Gillray's Website

our brief

Gillray's is a high-end English Steakhouse Restaurant and Gin Bar in the heart of London, named after James Gillray, one of Britain's most famous Political Caricaturists. The Restaurant is part of the Marriott County Hall Hotel, situated on London's South Bank.

We were approached by the Marriott Country Hall team to assist in optimising the Gillray's website for user experience and online bookings, as well as drive traffic to the website though highly targeted pay-per-click (PPC) advertising.


Gillray's Website Mobile View

our appoach

We started by carrying out a full SEO (search engine optimisation) and analytics audit, identifying any quick wins and improving the website's visibility within search engines. The website had recently been redesigned and we worked with a third party web development team to improve page speed, ensure that page redirects were correct, and maximise user experience across the site.

Once confident that the website was performing and helping to drive online bookings for the restaurant, we developed a PPC campaign aimed at raising awareness of the steakhouse and securing last minute bookings in the heart of a very busy city.

pay per click campaigns

The restaurant faced a number of challenges in marketing itself online. The historic County Hall building is very prominent but is also full of various businesses and signage is sparse; location awareness and general exposure were therefore difficult. The competition for late bookings was also fierce, especially in a busy part of a busy city.

Our PPC approach faced these challenges by focusing on the Gillray's experience - the views, the history, the food and drink - as well as closely targeting people searching for restaurants within a tight radius to the County Hall building. We weighed the campaigns heavily towards mobile devices quite quickly after launch, recognising the fact that many people were searching for somewhere to eat and drink whilst exploring the South Bank.


Gillray's Bar

the results

  • 30% increase in mobile bookings on the Gillray's website within three months of campaign launch

  • 60% in overall website bookings from PPC campaigns within two months of campaign launch
  • Very low cost per conversion and excellent return on investment for the client

  • Improvements to website user experience, including consistent booking calls-to-action and a mobile-targeted booking button

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