Strategy

To overcome these challenges, Digital360Shop developed a multi-pronged Google Ads strategy:

1. Comprehensive Keyword Research:
   We performed extensive keyword research to identify high-intent, cost-effective keywords. The focus was on long-tail keywords that were less competitive but had strong purchase intent (e.g., “cheap flights to Europe from USA” and “luxury holiday packages”).

2. Segmentation by Service:
   Separate campaigns were created for flight bookings, hotel reservations, and holiday packages, each targeting specific keyword sets to maximize relevance and quality scores.

3. Dynamic Search Ads (DSA):
   Dynamic Search Ads were used to capture a wider range of search terms by automatically generating ads based on the content of the client’s website. This allowed us to tap into additional search queries we hadn’t initially targeted.

4. Bid Strategy & Budget Allocation:
   Using Smart Bidding strategies like Target CPA (Cost Per Acquisition), we adjusted bids based on the likelihood of conversion. This ensured we maximized results within the budget.

5. Display & Remarketing Campaigns:
   We set up Display Ads and remarketing campaigns to re-engage users who visited the site but hadn’t completed a booking. Personalized ads were shown to past visitors offering exclusive discounts and deals.

6. Ad Extensions & Optimization:
   To increase CTR (click-through rates), we utilized various ad extensions, including sitelinks, callouts, and structured snippets, highlighting special offers, top destinations, and 24/7 customer support.

7. Landing Page Optimization:
   Custom landing pages were designed for each campaign to match the user intent, providing a seamless user experience and boosting the likelihood of conversion.

Results

Through our strategic Google Ads campaigns, AddonTrip achieved remarkable growth in conversions and website traffic. The performance metrics below are based on a 3-month campaign period.

• Increase in Website Traffic: +120%
  The campaigns drove a significant increase in qualified traffic, particularly from the U.S. market.

• Conversion Rate: 15%
  By optimizing the ads and landing pages, we improved the overall conversion rate from 9% to 15%.

• Return on Ad Spend (ROAS): 4x
  For every dollar spent, AddonTrip saw a return of 4x, far exceeding their original ROAS goals.

• Cost Per Acquisition (CPA): Reduced by 25%
  Smart bidding strategies helped lower the CPA, allowing the client to acquire new customers at a more efficient cost.

• Flight Bookings: +65%
  The flight booking campaigns saw a major uptick, particularly for international routes from the U.S. to Europe and Asia.

• Holiday Package Sales: +40%
  Tailored campaigns for luxury holiday packages led to a substantial increase in premium bookings, especially around key travel seasons like Christmas and New Year.