Google Conversion Tools boosted My Tour Expert's online leads

Client Name:

My Tour Expert, 2009

Services Provided:

PPC,

Objective (Summary)

My Tour Expert is a travel agency, planning individual tours to Greece, Turkey and Egypt. With a regional-targeted but global PPC campaign, we reached the target audience around the world. Analyzing this traffic with Google Analytics combined with the Conversion Optimizer tool, we boosted up online tour bookings.

Our Solution

The biggest challenge during the campaign planning was the fact that the services were searched by people globally and the advertiser competition in this specific industry was extremely high. So first of all we had to organize the campaigns by region to better target the audience and to better understand local search behaviors.

To better track the results we started using Google Analytics and the Google Conversion tracking right from the beginning. With Google Analytics we saw lacks of the website and analyzed the effectiveness of other online activities of our client. Using Google Conversion Tracking, we could not only optimize the AdWords campaigns more efficiently, with enabling this tracking tool we could also start using Google’s conversion optimizer tool, which has helped us to maximize conversions.

Optimizing the keywords was another big challenge as we soon recognized that there is no unique success metrics for all the campaigns. Each campaign for each region had to be optimized individually as the search patterns and so the conversion patterns varied from region to region. People from South America were searching for Greece tours different than people from North America did. The interest for the different tour programmes was completely different as well so that we had to set campaign budgets and other setting arrangements differently.

The optimization of this account is an ongoing process but when we compare the recent data with the statistics when we started, we can see that the overall leads increased by 400%. By using the Conversion Optimizer tool we not only had a better overview over the conversion statistics but it also helped us decreasing the CPCs and the Cost of Conversion by 20%.

Our next approach is to optimize the website of our client for better usability and for higher conversions.

Once it is finished we hope to share another case study about My Tour Expert with you.

Check it out soon!

Step by step lead generation process with Pay-Per-Click

1. Analytics & Conversion Tracking set up
2. Re-organizing campaigns regionally
3. Enabling Google’s Conversion Optimizer tool
4. Periodical optimization of keyword and ad text by using conversion statistics

Results

• PPC campaigns generated almost 80% of all online leads
• Easier budget allocation with regionally organized account
• Using conversion & tracking tools like Web Analytics and Google Conversion Tracking showed us other areas for improvement like website usability, landing page effectiveness etc.

What our client said!

“Google’s conversion and optimization tools helped us understanding our return of investment. We now know exactly how many conversions we get and what exactly our cost per conversion is. This data plus Kubix know-how is essential to optimize our campaigns to get the most out of our advertising spend.”

— Kemal Arda, My Tour Expert General Manager