Semetrical’s paid search strategy helped to build Ocean Florida’s brand as the UK’s leading provider of Florida package holidays by championing the Sunshine State to UK holiday markers.
Ocean Florida had an ambition to become the UK’s leading provider of Florida package holidays, and asked Semetrical to manage their paid search strategy to help them achieve it.
To help build Ocean Florida’s brand, grow customer acquisition and champion the Sunshine State to UK holiday makers, Semetrical set out to achieve the following:
Our target audience included the following:
We set out to target UK holiday makers in the consideration stage of their holiday search journey, specifically searching for large package holidays to Florida and / or Orlando.
The client possessed an in-depth knowledge of the target audiences and benefitted from a wealth of valuable data that we could leverage to optimise the paid search campaigns.
The challenges we faced however, was that the crucial information data had not been historically documented, and was only available following numerous discovery sessions, research and correspondence with numerous business stakeholders at Ocean Florida.
We recognised that working collaboratively and building strong relationships was imperative to the success of our campaigns and represented a significant area where we could provide value as an agency.
Our strategy was therefore focused around:
Our strategy of alignment and knowledge sharing was centred around the following processes:
Finding the best combination of keywords & landing pages:
Leveraging data in optimisation:
Behaving like an in-house team:
By improving alignment, planning and use of data, we managed to achieve the following results:
Best performing quarter:
Best performing category:
Our work with Ocean Florida demonstrates Semetrical’s prowess in adding strategic value in a business environment where the traditional agency role is under threat from automation and in-housing.