Truly Individual PPC

Captures more of the Latin America tailor made holiday market for Latin Routes

The Brief

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

The Result

More business and visibility, delivered far more cost effectively

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.

79%

increase in conversions (leading to hundreds more enquiries)

76%

increase in conversion rate (from 1.48% to 2.60%)

24%

reduction in CPA

What We Did

So, how did we achieve such great results for Latin Routes? Find out below:

Account Restructure & Enhancements

An expansive keyword mapping exercise was top on our priority list. This required huge changes to website architecture, but meant that everything on the site was structured based on user behaviour metrics and targeted precisely to real searches. We also reworked writing across the whole website, ensuring that everything was unique and engaging to passionate hobbyists.

Content Marketing

Airsofters are a brilliant audience; they’re unique, enthusiastic and highly active online. Our content team worked closely with the client to unlock priceless expertise while simultaneously immersing themselves in the airsofters’ universe. The results have spoken for themselves. By creating content that Socom’s audience truly value, we have increased brand awareness and grown a whole new strand of early marketing funnel visitors on the client website.

Analytics

Customer insight and data-led decision making has been absolutely critical to the success of Socom’s campaign, both from a search targeting perspective and improving commerce conversion rate on-site. Whether we were prioritising campaign elements based on user behaviour, or using drop-off points to improve site experience, analytics has been a core driver of our work for the brand.
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