Making Paid Search ROI travel further for leading transfers provider

The Challenge

Aside from the account not being profitable and the poor ROAS, the number of routes Shuttle Direct covered had been reduced in order to save costs. We wanted to expand the account and ensure we generated sales across a wider range of routes. To do this, we needed to create a new account structure that allowed us to manage traffic across a wide range of specific routes, offering users relevant ads and landing pages.

How We Helped

We took this right back to the beginning, working with the client to get a full idea of the routes we needed to cover in the account. We then looked at what we had running in the account, stripped out poorly performing keywords, and filled the gaps with additional keywords and routes that were missing.

With this new keyword list, we made tightly structured campaign and ad groups, and decided to split match types out into separate ad group, in order to keep one campaign per the base of each route. This left us with a very clear and concise structure as the foundation of our new account, in which we had close control over negative keywords as well as a platform for providing highly relevant ads for each search term.

With a mix of keywords that included one or both of the base and destination from each route, we were also able to send users to the most helpful landing page and offer relevant ad extensions for their search.