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Conversions increased by
700%

In just four months

TUI Travel PLC

One of the world's leading leisure travel companies operating in over 180 countries with more than 30 million customers.

The Education Division has gained more traction in the last 7 years than ever before and the PPC project by Koozai was a large part of that success.

Viv LonsdaleWeb Analytics Manager

The Challenge

  1. Improve account performance for three sub-brands: school tours, music tours and student tours
  2. Drive more traffic to the website and convert more leads at a conversion rate higher than Travelbound’s existing average conversion rate
  3. Highlight the exclusive deals and destinations (and/or packages) that Travelbound can offer
  4. Reduce the cost per conversion

The Strategy

Koozai researched the 90 core product types to identify over 1,793 of the most high-potential keywords to be used in 279 highly targeted ad groups. Many of the remaining keywords found were used to create 4,197 negative keywords to stop the adverts showing for unwanted terms.

Over 630 adverts were made and split across the ad groups to allow for split testing of adverts. The text of these adverts was designed to reflect the exclusive deals and properties that Travelbound could offer, in line with the core objectives. They also used Call Extensions and Sitelink Extensions to help the adverts stand out.

The account was monitored both against itself (to identify poorly performing keywords and ad groups, as well as to invest more within the strongest campaigns) and against competitors (via auction insights).

The Results

  • Click-through Rates Increased 300%
  • Conversions Increased by 700%
  • Cost per Conversion Reduced by 69%

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