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cs-ppc-travel

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cs-ppc-travel

  1. 1. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 PPC Professionals AdWords Case Study Travel Company Increases Conversions by 104% & Decreases CPA by 30% 2015 - 2016
  2. 2. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Overview: International Travel Company International Travel Company is one of Africa’s leading online travel agencies, with physical presence in Nigeria, Ghana, United Arab Emirates, United Kingdom and the United States. International Travel Company’s biggest key performance indicator is the amount of travel bookings scheduled through their website. International Travel Company hired PPC Professionals to increase the amount of online bookings and reduce the cost per acquisition (CPA) for each booking. After analyzing conversion data and online booking process, we identified what their target CPA should be as well as overall business goals. With this information we were able to analyze their AdWords account to find opportunities for growth and improvement.
  3. 3. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Goals & Results Goals • Increase online bookings • Reduce CPA for bookings Approach • Restructure entire AdWords account • Create missing landing pages to improve user experience and increase Quality Score Results • 104% increase in online travel bookings • 30% decrease in cost per booking
  4. 4. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Analyze AdWords Account Structure
  5. 5. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Account Structure A typical destination campaign contained only 6 Ad Groups and 250 Keywords throughout those Ad Groups in 2015. A major area of improvement was identified after looking at campaign structure. All campaigns contained too few Ad Groups and too many keywords within each Ad Group. This structure makes it more difficult to target the intent of search phrases to a relevant ad and landing page. After restructuring, the same campaign was expanded to contain 63 Ad Groups and 1,340 Keywords throughout those Ad Groups.
  6. 6. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Account Structure Since strategic segmentation is known to improve click-through rate, quality score and conversions, the entire AdWords account was restructured. 1. Campaign Ad Groups and Keywords were expanded to include synonyms (i.e. hotel, resort, lodging, accommodations, rooms), modifiers (i.e. cheap, discount, deal, best, luxury) and specific travel routes. 2. More Ad Groups were created with less Keywords to be able to serve highly targeted ads directing traffic to highly targeted landing pages. Click-through rate increased from 4.5% in 2015 to 12.5% in 2016. 3. Negative keyword lists were applied to reduce wasted ad spend from irrelevant searches (i.e. natural disasters, weather conditions, political events, national holidays, etc.)
  7. 7. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Optimize Landing Pages to Increase Conversion Rate
  8. 8. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Landing Page Optimization Landing page conversion rate was improved from 3.99% in 2015 to 5.33% in 2016.
  9. 9. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Landing Page Optimization All campaigns were directing traffic to generic flight, hotel and package pages. Based on previous experience and industry standards, hyper specific landing pages are known to increase conversion rate. A sitemap document was created to identify pages needed based on traffic data. Flight, hotel and package pages were created for each targeted destination. Over time, the targeted landing pages increased quality score, reduced cost per click, increased conversions and decreased cost per acquisition. This resulted in an increase in conversions by 104% from the same period in 2015 to 2016.
  10. 10. PPC Professionals | ppcprofessionals.com | 954-606-5359 | 6499 Powerline Rd, Ste 208, Ft Lauderdale, FL 33309 Conclusion Our new account structure and targeted landing pages allowed us to show ads to potential travelers that were highly relevant and most likely to produce an online booking. By implementing the solutions mentioned above, the resulting online bookings increased by 104% and the cost per booking decreased by 30%. The first step to achieving results like this is to perform an account audit and identify areas of improvement. Let the team at PPC Professionals create campaigns guaranteed to get you the qualified traffic you need at the lowest cost per acquisition. Schedule a free PPC Audit or call 954-606-5359 today.

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