Client: Clipper Vacations | Industry: Travel | Wheelhouse Client Since: 2016
Clipper Vacations’ objective in 2017 was to increase overall e-commerce conversion volume to improve the fill-rate for their vessels. Paid search was viewed primarily in isolation, with little credit coming from incremental phone call conversions due to tracking limitations. Wheelhouse DMG was brought in to support digital advertising strategy.
For this campaign, Wheelhouse DMG targeted a regional audience and adjusted bids to be more aggressive toward cost per lead (CPL) goal. We focused on three key areas for improvement:
- Brand vs. Non-Brand: We restructured the account to more accurately break out brand vs. non-brand campaigns and launched these in April, ahead of Clipper Vacations’ peak season (May-Sept).
- Location Targeting: Wheelhouse also separated campaigns between location targets to enable proper bidding-to-value (separating Victoria, BC, and the US-wide market). Previously, the Seattle market was being undervalued because data from other DMAs was being aggregated. We implemented expansion efforts against a competitive set, messaging appropriately based on user location, and coverage of the account.
- Non-Brand Keyword Coverage Expansion: Expanding on non-brand keyword coverage and structuring ad groups to focus on separate service offerings (round trip ferry tickets, ferry + hotel packages, whale watching and other local day trips) allowed us to scale and efficiently bid to the value of each offering based on varied CVR and AOV.