Objectives
Increase traffic, lower spend and increase the volume of conversions.
Strategy
- Broke out campaigns by ranch, destination, holiday type and country
- Location targeting also broken out into separate campaigns, making it easier to optimise
- Through a broad match and lower average position strategy we also dropped cost per click by 78% – resulting in the huge traffic increases for less spend
- Through ongoing optimisation we’re able to identify campaigns where mobile is used to research – and computer to convert. Attribution modelling was key
- We’ve also introduced an extensive RLSA strategy, resulting in a conversion rate and CPA which is twice as effective as first time visitors
- Remarketing and RLSA strategies have been implemented to ensure website visitors come back and convert.
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Results
Traffic up 294% and costs down 13%. Relevance of the traffic also increased!