For those with only 30 seconds, this is what we achieved:
Increased clicks by 263%
Increased enquiries by 79%
Reduced CPAs by 18%
Who is the client and why did they come to us?
Client: Journey Latin America
Territory focus: Global
Journey Latin America is the UK’s number 1 specialist in travel to Latin America. With over 40 years experience, no-one knows Latin America like they do.
With a goal of increasing web traffic and conversions year on year in a peak period – January – JLA was facing a huge challenge in a competitive market. Average travel CPCs were increasing by 30%-40% YoY via Google Ads, and consumers were starting to put off travel plans due to Brexit and a struggling pound.
So, what did we do?
We took an aerial view of industry data, forecasting the budget we required to meet growth targets JLA had set for traffic and conversions YoY. We created a re-engagement display strategy to keep valuable potential customers in the conversion funnel.
Through quality score scripts to lower CPCs as much as we could, we ensured the account was running as efficiently as possible, ensuring we made the best use of the budget we were set. In addition, we used GDPR-compliant customer data to support audience strategy, alongside Google’s In-Market and Affinity audiences.
Increase in clicks to website
Increase in enquiries
What did Jenny have to say?
“The team are clearly very talented at what they do and this is reflected in the outstanding results they have achieved for us over the years through our paid campaigns. As an agency they are proactive, responsive and collaborative and their friendly approach means that they quickly felt like an extension of our in-house team.”
Jenny Powles, Head of Press and Marketing at Journey Latin America