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THE CHALLENGE The online travel market is very
competitive, with market leaders such as
Expedia and Travelocity driving up
Pay-Per-Click advertising costs. As tour
operators expanded their online marketing
efforts, Contiki’s Pay-Per-Click campaign costs
began to escalate. Contiki wanted to maximize
exposure and traffic to its sites on a limited
advertising budget. The problem was compounded
by the fact that regional divisions, each in
charge or marketing within their respective
region, were not working together globally.
THE SOLUTION The online travel industry has no shortage of
persons searching for travel related keywords.
Enquiro’s focus was not to simply drive traffic,
but to access the right market segments and
provide them with the right ad message. The
first step was to set up geo targeted
campaigns for each of the regional divisions,
allowing them to display ads to each of their
respective markets while not cannibalizing one
another globally.
The American market, with very high search
volume for selected keywords, presented
additional challenges. Daily ad budget was often
exhausted before the West coast prime viewing
times, thus not ensuring nation-wide brand
exposure and traffic. In response, Enquiro
segmented ad campaigns and budgets further, thus
achieving a more effective distribution of
budget and an overall reduction in average Cost
per Click.
Additional
gains were made through our understanding of
Contiki’s target market and how they use search
engines. Advanced day parting allowed us to
show Contiki’s ads more at the times of day that
their users were online and carefully control ad
costs during off-peak times.
Overall, Enquiro was able to lower the total
Cost per Click by over 3% and increase
Click-through Rate (CTR) by over 47% within one
month.
Enquiro’s ongoing work also involves further
segmenting Contiki’s markets by precisely
targeting specific colleges to support Contiki’s
offline marketing in those locations.
enquiro research
The online travel industry has no shortage of
persons searching for travel related keywords.
Enquiro’s focus was not to simply drive traffic,
but to access the right market segments and
provide them with the right ad message. The
first step was to set up geo targeted
campaigns for each of the regional divisions,
allowing them to display ads to each of their
respective markets while not cannibalizing one
another globally. 