The Challenges

With an aggressive forecast for the financial year combined with an essential restructure of digital campaigns during a period of peak trading, Cruising Excursions were not seeing trading pick up traction as quickly as predicted. Conversion rate wasn’t where it needed to be for the first 4 months and CPCs were 30% higher than the company had budgeted for, meaning CPA was compromised.

The Solution

addmustard conducted continuous optimisation and refinement of paid and organic campaigns to drive customers into the funnel using more generic terms for them to return and convert. These terms included destination specific, as well as broader brand terms.

Additionally, addmustard utilised audience insights, particularly in-market, to identify and target potential customers in the market for cruise and cruise tours. Combined with the use of Dynamic Search Ads targeting specific landing page content to try and drive cost-effective traffic, the campaigns resulted in a strong overall mix of traffic coming through search channels which ultimately resulted in Cruising Excursions achieving a higher conversion rate.

The Results

Cruising Excursions were able to achieve over and above the booking targets while underspending against the assigned budget.

0
%
Increase
conversion rate
0
%
Increase
direct traffic