Study - Travel Industry
This AdWords case study relates to a Travel-based
My client's key problem was that, as is common
throughout the travel sector, all their products behave like perishable goods - they are useless after a certain
date. My client wasn't getting enough enquiries
to fill pre-booked capacity.
One specific issue was that they were focusing too
much on enquiry cost reduction at the expense of enquiry numbers. I worked with them to help determine the true
value of enquiries which in turn led them to ask me to increase the number of enquiries they were getting,
ideally whilst keeping conversion costs under control.
The spreadsheet below shows you the results. I started
the job on 23rd October.
What the numbers clearly show is a dramatic increase in conversions - up 55.8% in the final week
for a very slight increase in the cost per conversion figure of 0.1%.
The final day's results are more impressive - a 16.1% drop in conversion costs coupled with a 94.8%
rise in conversion numbers - but you shouldn't read too much into a single day's figures.
This project was done as an extended AdWords Haircut.
Click this link to get your own AdWords Haircut