POLARIS Agency
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Leveraging Travelers “Micro-Moments”
Online To Create An Effective
Paid Search Strategy

OBJECTIVE

Siblu was focused on increasing the amount of quality traffic coming to their website as well as travel bookings

Did you know that 69% of travelers begin with their search online? And a whopping 82% of leisure travelers haven’t chosen the accommodation provider they will book with when they first start thinking about a trip.. So what better way to increase visibility of your brand than by leveraging the power of Google Ads to show your ads to the right people at the right time?

The travel industry is broken up by several micro-moments, these “I want to get away moments” are what build and define our search engine marketing strategies for the travel and tourism industry. It is important for brands to be present online in these various moments of the user, therefore having a clear understanding of keywords that users are using is vital to have an effective paid search strategy.

Siblu, operates holiday parks across France, having already a digital marketing presence, they wanted to completely restructure their paid search account to focus on two main objectives. First, they wanted to drive traffic to their website and second, they wanted to drive bookings to specific campsites they operate in France. Once these marketing objectives were clearly laid out, Polaris set out to re-structure their campaign to focus on top funnel users as well as end funnel users.

WHAT WE DID

Polaris set out to completely restructure Siblu’s Google Ads account by including strategies to target early funnel and end funnel users to ultimately increase the account’s conversion rate

Using historical data of the Google Ads account as well as competitor research and industry data, Polaris set out to restructure Siblu’s paid search strategy to focus on their two main objectives, of driving traffic to the website and increasing bookings. Keeping in mind the users journey, Polaris re-structured the account using short-tail keywords, these were implemented to drive more traffic to the website for early-funnel users. For end-funnel users, Polaris implemented long-tail keywords and implemented single-keyword ad groups as well as dynamic search ads to these campaigns. These various strategies would ultimately drive conversions to the website.

Using historical data of the account, Polaris implemented positive bid adjustments to device type, time of day and locations. Polaris implemented Google’s new dynamic search ads to each ad group, this updated feature would be perfect to use, given that they work best for a high volume account. Dynamic search ads would use content from Siblu’s website to target ads to user searches. When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad. Dynamic Search Ads can quickly direct potential customers to what they want on your site.

Polaris also implemented Single Keyword Ad Groups to Siblu’s paid search strategy for end-funnel users who would most likely book on the website. Single Keyword Ad Groups work great on paid search accounts as they increase conversion rate, increase quality score and generally lower the cost per click. Since the quality score is increased, the cost per conversion will lower, which makes for a great strategy to implement.

Performance

3.4%

Increase in conversions

32%

Decrease in cost per conversions

17%

Increase in conversion rate

What Our Clients Said

"We sat together to define a strategy that follows Google best practises…campaigns were then created based on these goals … Carolina & Amo provided updates and ensured the release of the new structure didn’t impact negatively the amount of good quality traffic on the … The account structure is now much more manageable and an improved performance has been seen…after everything was released"

Timothy Beecroft, Marketing Manager, Siblu.com

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