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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:
The implementation process focused on both restructuring the account as well as expansion efforts to drive more traffic. The restructure focused on splitting brand and non-brand and applying negative keywords for proper funneling.
The campaigns also focused on Victoria, Seattle, and US DMAs separately, due to the desired variation in ad messaging, as well as varied performance.
In order to continue to make improvements, Wheelhouse continuously monitored search queries for additional restrictions and improved keyword matching. We also continued to make bid adjustments to more specific US locations, noting that higher volume West Coast campaigns outperformed and converted better than the Midwest or East Coast.
Paid search campaigns drove a significant amount of the YoY growth for Clipper Vacations in 2017, which led to a 93% fill-rate for their Whale Watching service, and a 632% increase in orders period-over-period. During their peak season (May-Sept), orders increased 117% year-over-year, with a significantly lower CPL.
Due to the success of that summer, Clipper Vacations has been able to expand into international markets. The expansion has provided additional volume within their efficiency target.
632%
Increase in Orders
65%
Decrease in CPL
237%
Increase in Site Traffic
Thanks for your interest in Wheelhouse DMG! Please tell us a bit about yourself.