Latin Routes are THE tailor-made Latin America holiday specialists. They needed a PPC presence that worked as hard as they do for their clients, and tasked us with creating one.
We relished the chance to tackle the unique opportunities and challenges such a dynamic market offers. We leveraged our experience in the travel and leisure industry and created a closely managed PPC campaign. By being reactive to seasonality, competition, customer demand and the latest additions to Google’s Ad network we have delivered a campaign that has helped drive tangible business growth.
"MRS implemented a rebuild and accelerate programme on our paid search. Within two months we saw a 27.4% improvement in the efficiency of our spend. By year end they had delivered an 800% ROI on our advertising budget."- Latin Routes
Thanks to our adaptive and responsive approach to their campaign, Latin Routes’ PPC advertising went from a metaphorical trickle to an Amazonian Rainforest downpour. We’ve not only been able to drive a considerable increase in the number of conversions delivered via PPC but we’ve enabled their budget to work harder for them with a sizeable reduction in account Cost Per Acquisition (CPA).
Alongside this we’ve also increased their impression share to over 40%, ensuring they’re outmanoeuvring all their competitors to dominate their selected paid search landscapes. In addition to this an increase in Click-Through Rate (CTR) of almost 120%, through the careful editing and testing of ad copy, seems too good to be true, but it isn’t!
This campaign has not been without its challenges though. Market volatility, above all other factors, led to the odd month that raised blood pressures in the PPC team! However, through the activation of historical account data, utilisation of Google trends and good old-fashioned in-depth management we’ve moved to delivering consistent month-on-month growth in conversions for our client while driving a consistent growth in ROI.
increase in conversion rate (from 1.48% to 2.60%)
increase in conversions (leading to hundreds more enquiries)
reduction in CPA
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