Riddle Me This
USA
Brand search volume up 120% in 4 months through PPC
[ THE CHALLENGE ]
Riddle Me This had a brand recognition problem. Nobody was searching for their name. All their bookings came from generic "escape room" keywords, which are expensive and competitive. Their branded search volume was nearly zero, meaning no one knew they existed by name. Without brand recognition, they were stuck in a cycle of paying top dollar for every single booking through generic keywords. Their repeat booking rate was low because customers could not remember the name to come back.
[ OUR STRATEGY ]
We ran a two-pronged approach. First, Google Ads campaigns for immediate bookings through high-intent generic keywords. Second, a brand-building strategy using display remarketing and YouTube pre-roll ads targeting people who visited their website or searched for escape rooms in their area. The display and YouTube campaigns were low-cost brand impressions designed to plant the name "Riddle Me This" in people's heads. Over 4 months, branded search volume (people Googling "Riddle Me This escape room") increased 120%. Branded clicks convert at 3x the rate of generic clicks and cost 70% less.
[ THE RESULTS ]
[ CAMPAIGN BREAKDOWN ]
[ TIMELINE ]
Measured branded search volume (near zero). Launched generic search campaigns for immediate bookings. Set up display and YouTube for brand building.
Display remarketing hitting 50,000 impressions/mo. YouTube pre-roll at $0.03/view. Generic campaigns generating bookings at 5x ROAS.
Branded search volume up 60%. People starting to Google "Riddle Me This" directly. Branded clicks converting at 18% vs 6% for generic.
Branded search up 120%. Each branded click costs 70% less than generic. Overall ROAS hit 8x as brand mix improved.
“Nobody knew our name. Every booking cost us a fortune because we were competing on generic keywords. The brand building strategy changed that. Now people search for us by name. Those clicks are cheap and they convert like crazy. Our repeat booking rate has doubled because people actually remember us.”
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