For the past 12 years Ocean Florida has specialised in sending holidaymakers to the Sunshine State and partners with every major airline, cruise line and accommodation provider to create bespoke experiences for their customers.
Without an online payment process on the site we needed to integrate CRM sales data into the reporting with a bespoke 3rd party data integration. Our system allows us to upload offline sales data and match it to campaigns, ad groups and keywords enabling us to report on revenue, profit and ROI at a keyword and ad level rather than just lead volumes and CPA.
Bing Ads were also expanded upon and helped deliver increased visibility, leads and sales.
Call tracking is due to be introduced which will greatly help conversion numbers as many users simply call without filling out the form online.
In short, we created a cross-channel campaign that targeted multiple types of users at different stages of the buying cycle.
We enticed these users with competitive, up-to-date pricing and persuasive ad copy to best highlight Ocean Florida’s unique selling points, products and services.
We tracked these users from the initial ad impression through our ads to the site where we could analyse their behaviour and convert them into paying customers. We then matched up sales data with ad spend to enable us to identify profitable campaigns, ads and keywords. This enabled us to focus on the more profitable areas and inform further campaign expansion.
Our approach to this PPC campaign led to us winning the “Best PPC Campaign” award at the European Search Awards.
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