Worth Avenue

Paid Search (PPC), Paid Social

Who are Worth Avenue?

Worth Avenue Yachts is a world-class yacht brokerage firm specialising in luxury yachts for sale, yacht charter, charter management, and new yacht construction, providing a complete and personalised yachting experience.

Commercial Thinkers..

"As the Marketing Director at Worth Avenue Yachts, I had the pleasure of working with Fueld for our SEM marketing efforts. From the start, their professionalism and organization stood out. They swiftly onboarded our team and seamlessly took charge of managing our paid media campaigns, including Google Ads, Bing Ads, and Social Media Paid Ads. Our business operates in a very niche market, but Fueld demonstrated exceptional expertise by tailoring targeted marketing strategies to capture leads effectively. Their frequent and detailed reporting kept us informed every step of the way, and their team of knowledgeable experts truly understood our industry. Thanks to Fueld’s dedication and strategic approach, we achieved outstanding results. I would 10/10 recommend Fueld to anyone seeking a reliable, efficient, and expert partner for their digital marketing needs!"

– Laura Yager, Marketing Director, Worth Avenue Yachts

The Challenge

To increase enquiry volume for yacht charters and yacht sales, across the European, USA & Canadian markets. The main challenge was to identify the correct target audience and decision-maker. Due to the nature of the business, the people we often needed to reach were the PAs or assistants of the decision-maker making it hard to reach the correct people.

Project Objectives

The Project Objectives: - Reach the decision maker helping to qualify highly qualified leads - Increase enquiries across the paid media channels - Reach highly targeted new audiences ready to enquire about charter or sales yachts. - Improve cost-per-lead to ensure the campaign is more efficient

The Solution

We introduced new campaigns that focused on core areas of Worth Avenue Yachts, which allowed us to showcase different charter yachts and yachts for sales, as well as focusing on the different brokers and builders. We implemented new campaign styles, such as Performance Max, allowing us to increase new audiences that couldn’t be reached with traditional campaigns. With the targeting, we reverted to using customer lists and creating lookalike audiences of qualified leads to help the platform algorithms find the correct audiences, helping us to increase lead volume and quality. We optimised budgets towards the best-performing campaigns which allowed us to maximise the volume of leads within the core converting audiences.

Results

Enquiries increased by 280% overall, which includes all paid channels. Enquiries on Google increased by 458% as a result of implementing new campaign styles and reaching new audiences. The conversion rate improved by 143% overall meaning that our audiences were more targeted and we were able to reach the right people at the right time. The Meta conversion rate increased by 28% suggesting that our audience was more tailored. Meta was a newer channel meaning the algorithm has been able to improve significantly over the year-on-year period. We assisted with highlighting specific charter and sales yachts on a monthly basis. We promoted additional content such as yacht shows, such as FLIBS, that the Worth Avenue Yachts team where displaying yachts at. This approach met the client's objectives by increasing enquiries, improving efficiency, and maximising the return on investment.