Contiki | PPC
The Contiki Challenge
In recent years travelers have become more self-sufficient when it comes to both planning and booking holidays. Their reliance on tour operators and travel agents has decreased, making marketing tour operators such as Contiki more difficult.
Contiki’s brand strength has not weakened – in fact it’s grown but it’s over-reliance on brand from a paid search perspective is an issue.
It meant that the paid search campaign was so brand heavy that it was not attracting new customers that were going to the search engines to research their holidays but capturing customers that were already interested in the product.
The challenge was to move the conversion focus away from brand keywords, making generics work harder and better understanding their role in the conversion funnel.
The Methodology
Building a campaign that was modern and world class rather than applying a band-aid solution to existent campaigns was the first step. It would of course take time, but like anything – a strong foundation was critical.
We then aligned that structure with a technology that would allow us to transfer expenditure and conversions away from a brand heavy campaign. Our technology of choice was Google’s Double Click.
We also moved the campaign away from an antiquated last click attribution methodology to a U-Shaped base model overlaid with time decay.
A lot of work went into educating the client around how reporting would work and how conversions would now be shared between keywords, campaigns and channels.
The Results
CPA’s immediately reduced which was a surprise as we were moving investment away from brand keywords and wasn’t the campaign focus.
The new improved structure meant that our brand CPC’s had reduced greatly – providing even more budget to fuel into generic keywords.
Key to the campaign was the increase in campaign revenue and ROI.
- 39% increase in Revenue
- 25% increase in ROI
