Your Parking Space Bookings Case Study

Who?

Your Parking Space is an online marketplace designed to simplify parking your car or renting your parking space. It enables you to find and book a space online instantly (hourly, daily and monthly) via their website or app.

Their service can be used by drivers wishing to park their car and by space owners wishing to rent their space. It provides a quick, easy and simple solution to the difficulties of parking – saving customers money, time and hassle – whilst also providing the opportunity for space owners to help out others and receive a financial reward in return.

Your Parking Space has over 250,000 spaces UK-wide, including in towns and cities, London areas, stadiums, train stations and airports.

Before London Consulting Group

When YourParkingSpace contacted LCG Agency, they had very little experience of Facebook advertising. They had attempted to boost some posts on Facebook previously, but had not yet used Instagram advertising.

Overall, YourParkingSpace had not yet achieved any results through Facebook or Instagram advertising, but knew there was a huge opportunity to grow their business on these platforms.

Our Strategy

1. Website retargeting
We made the most out of YourParkingSpace’s website traffic by retargeting it to encourage people to come back to the site to purchase. This is a crucial step in getting the most out of ad spend and reducing the amount of lost traffic.

2. Customer database targeting
By uploading a database of existing customers, we were able to identify YourParkingSpace’s top-spenders for retargeting and use them to create a lookalike from in step four.
3. Cold traffic targeting
We targeted cold traffic. In other words, people that had not yet engaged with the brand. By doing this we brought YourParkingSpace to the attention of a new audience.

4. Lookalike audiences
After encouraging more people to visit the YourParkingSpace site and engage with the brand, we had more data to use for lookalike audiences. A lookalike audience uses Facebook’s algorithms to reach new people that are likely to be interested in your business because they’re similar to your best existing customers.

5. Existing customers retargeting
We served ads to people who had booked a space previously to encourage them to book monthly.

6. Engaged audience targeting
We retargeted again using engaged custom audiences. By serving ads to this warm audience we were able to encourage people that had already engaged with the brand to purchase by reminding them of the great service on offer.