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Case Study –
Real Journeys have been managing their Google Ads activity in-house for nearly 5 years and were looking for a fresh approach. The activity, despite a limited budget, was delivering strong results, but the client was expecting that with new expertise ROI could be improved further.
Our Approach
Our Process
As with many long-running Google Ads accounts, maintenance is often the key to ongoing improvement. Understanding this we completely overhauled the account with our approach ensuring granularity & relevancy. With strong SEO presence, the task for paid search was to focus on quality, rather than quantity of generated traffic.
Quickly we realised that international travellers booked months in advance so we expanded the campaigns to create a more global focus ensuring users from as far away as Canada & the UK would be aware of the Real Journeys brand.
Throughout the years we introduced several new solutions and beta features, which allowed us to experiment and quickly establish new implementation strategies. We also looked beyond the last click attribution model, better understanding the role paid search plays along the path to booking. This allowed us to differentiate the messaging for individual steps within that path. Our work was always complemented by custom Google Ads and Ecommerce dashboards for Google Analytics reporting.
Summary
Our paid advertising has always had a healthy ROI & we thought we had hit our maximum potential. However, in 2015 we met with LOGIC1 to focus on Paid Search as well as setting benchmarks for a 3 month trial. They exceeded our goals and drove better ROI than we expected and continued to do so every year since then. Their transparency and no-jargon approach was refreshing and made the process straightforward.
