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A Cohesive PPC Strategy For A US-Based Shuttle Service Company To Increase Online Leads
Verticals:
Travel and Hospitality
Service:
Pay Per Click Management (PPC)
Home > Pay Per Click Management (PPC) > A Cohesive PPC Strategy For A US-Based Shuttle Service Company To Increase Online Leads
Client Overview
Based in the United States, a reliable shuttle services provider wanted to maximize online leads. For over 15 years, the client's quality services to the locales of Colorado have gained immense popularity. Within a few years, the client diversified its business into ski shuttle service, wedding shuttle service, rental cars, and airport shuttle service. The client wanted to improve the quality and quantity of leads it received online. It partnered with us - a trusted PPC company - to help increase the flow and quality of leads. Our innovative approach to PPC positioned the client as one of the leading companies in travel and hospitality in its area, thereby helping it gain a foothold in a competitively challenging market.- 25% Lead Maximization
- 20% CPA Reduction
- 55% Clicks Escalation
- 10% Conversions Boosted
Project Challenges
In the field of pay-per-click advertising, attaining the desired digital marketing goals can be a challenging task. Before associating with us, the client was undertaking all activities of pay-per-click advertising on its own. The client was following ineffective ad targeting that resulted in poor results from its ad campaigns. Being a novice in the field of Google Ads, the client wanted to partner with us to improve its PPC campaign outcomes. Here are some of the key challenges that the client initially faced in the campaign.- Meagre Click-Through Rate: The first and foremost challenge faced by the client was the low degree of click-through rate. This signaled a divide between the target audience and ad creative.
- Inappropriate Keyword Choice: The futile selection of keywords created a negative impact on the campaign's performance. Inefficacious keyword research and analysis led to unsatisfactory ad placements.
- Banner Blindness: With time, users started avoiding the client's ads unconsciously due to repeated and constant messages. A higher-than-expected number of ads forced the users to perceive the client's ads as cluttered and untidy.
- High Competition: The campaign faced stiff competition, making it difficult to stand out in the arena of PPC. The advertising elasticity was deeply affected because of the large number of players in the market.
Strategy & Solution
The client collaborated with our team of dedicated PPC experts and helped it overcome these challenges. Our PPC specialists analyzed the client's existing campaigns and decided to enhance them because it was the only way to craft a compelling PPC success story for a tour company like the client. Over time, we also designed new campaigns for the client to help improve its return on investment. We provided four unique solutions to cope with the client's top PPC challenges.
SOLUTION 1: IMPROVEMENT OF CLICK-THROUGH RATES (CTR)
Our PPC team realized that the low click-through rate was a result of a mismatch between the intended users and ad creatives and provided a three-step solution for the problem.
Step 1: Demographic Analysis
In the beginning, our team undertook a thorough analysis of the client's intended demographic and improvised ad copies and visuals.
Step 2: Experimentation
To identify the most persuasive elements, our PPC professionals reaped the benefits of A/B testing and experimented with different ad variations.
Step 3: Designing Ad Copies
PPC experts at our company designed creative ad copies that conveyed the benefits of the client's services. Our PPC specialists turned to our in-house copy team, which is adept at creating high-quality content for PPC campaigns and landing pages. The copy team was able to deliver the message of why the client's services are the best in the region.
SOLUTION 2: COMPREHENSIVE KEYWORD PLANNING
Our team leveraged one of the most important aspects of digital marketing, that is, getting keyword metrics and forecasts along with researching for new keywords to add to the campaign. A two-step procedure was adopted to attain the desired objectives in keyword planning.
Step 1: Keyword Analysis
Through proper analyses, our team found that the inefficient keyword choice was the key reason why the campaign was not bringing fruitful results. To rectify this, our team conducted thorough keyword research using the latest tools and tactics.
Step 2: Keyword Management
To increase the online visibility of the client, our team identified high-quality keywords with low competition. Negative keyword handling was also undertaken by our PPC experts to sideline irrelevant traffic. This ensured that the money was spent in the right direction.
SOLUTION 3: COMBATIVE BANNER BLINDNESS MEASURES
Our PPC professionals used some of the most common methods of tackling banner blindness, such as rotating ad creative. The two-step approach we followed to combat banner blindness included the following steps:
Step 1: Ad Refreshing
Our team refreshed ad copies, images, and call-to-action at regular intervals to maintain traffic and increase user engagement.
Step 2: Ad Scheduling
Our PPC experts also incorporated techniques of ad scheduling to ensure that the ad is displayed to the target audiences whenever they are most active.
SOLUTION 4: COUNTERING THE COMPETITIVE LANDSCAPE
To identify the risks and opportunities associated with the client's business, our PPC professionals conducted a thorough competitor analysis. As per the analysis, our team brought out a unique selling proposition for the business, which gelled well with the target audience.
SOLUTION 1: IMPROVEMENT OF CLICK-THROUGH RATES (CTR)
Our PPC team realized that the low click-through rate was a result of a mismatch between the intended users and ad creatives and provided a three-step solution for the problem.
Step 1: Demographic Analysis
In the beginning, our team undertook a thorough analysis of the client's intended demographic and improvised ad copies and visuals.
Step 2: Experimentation
To identify the most persuasive elements, our PPC professionals reaped the benefits of A/B testing and experimented with different ad variations.
Step 3: Designing Ad Copies
PPC experts at our company designed creative ad copies that conveyed the benefits of the client's services. Our PPC specialists turned to our in-house copy team, which is adept at creating high-quality content for PPC campaigns and landing pages. The copy team was able to deliver the message of why the client's services are the best in the region.
SOLUTION 2: COMPREHENSIVE KEYWORD PLANNING
Our team leveraged one of the most important aspects of digital marketing, that is, getting keyword metrics and forecasts along with researching for new keywords to add to the campaign. A two-step procedure was adopted to attain the desired objectives in keyword planning.
Step 1: Keyword Analysis
Through proper analyses, our team found that the inefficient keyword choice was the key reason why the campaign was not bringing fruitful results. To rectify this, our team conducted thorough keyword research using the latest tools and tactics.
Step 2: Keyword Management
To increase the online visibility of the client, our team identified high-quality keywords with low competition. Negative keyword handling was also undertaken by our PPC experts to sideline irrelevant traffic. This ensured that the money was spent in the right direction.
SOLUTION 3: COMBATIVE BANNER BLINDNESS MEASURES
Our PPC professionals used some of the most common methods of tackling banner blindness, such as rotating ad creative. The two-step approach we followed to combat banner blindness included the following steps:
Step 1: Ad Refreshing
Our team refreshed ad copies, images, and call-to-action at regular intervals to maintain traffic and increase user engagement.
Step 2: Ad Scheduling
Our PPC experts also incorporated techniques of ad scheduling to ensure that the ad is displayed to the target audiences whenever they are most active.
SOLUTION 4: COUNTERING THE COMPETITIVE LANDSCAPE
To identify the risks and opportunities associated with the client's business, our PPC professionals conducted a thorough competitor analysis. As per the analysis, our team brought out a unique selling proposition for the business, which gelled well with the target audience.
Business Outcomes
We created a holistic approach to PPC advertising, which helped the client succeed in the competitive online landscape. Here are some other highlights of the engagement.
- Achieved a 40% increase in click-through rates (CTR) within the first four months
- Reduced the ad spend by 25% while maintaining conversion goals
- Increased the market share by 15%, allowing the client to outperform its competitors
Client's Speak
I am thankful to the PPC experts at Flexsin. The best outcomes of using PPC services from Flexsin included getting maximum online leads who were interested in using shuttle services!
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