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PPC Professionals
AdWords Case Study
Travel Company Increases Conversions by 104%
& Decreases CPA by 30%
2015 - 2016

Overview: International Travel Company
International Travel Company is one of Africa’s leading online
travel agencies, with physical presence in Nigeria, Ghana, United
Arab Emirates, United Kingdom and the United States.
International Travel Company’s biggest key performance indicator
is the amount of travel bookings scheduled through their website.
International Travel Company hired PPC Professionals to increase
the amount of online bookings and reduce the cost per acquisition
(CPA) for each booking.
After analyzing conversion data and online booking process, we
identified what their target CPA should be as well as overall
business goals. With this information we were able to analyze their
AdWords account to find opportunities for growth and
improvement.

Goals & Results
Goals
• Increase online bookings
• Reduce CPA for bookings
Approach
• Restructure entire AdWords account
• Create missing landing pages to improve user experience and
increase Quality Score
Results
• 104% increase in online travel bookings
• 30% decrease in cost per booking

Analyze AdWords Account
Structure

Account Structure
A typical destination campaign contained only 6 Ad Groups
and 250 Keywords throughout those Ad Groups in 2015.
A major area of improvement was identified after looking
at campaign structure. All campaigns contained too few Ad
Groups and too many keywords within each Ad Group.
This structure makes it more difficult to target the intent of
search phrases to a relevant ad and landing page.
After restructuring, the same campaign was expanded to
contain 63 Ad Groups and 1,340 Keywords throughout
those Ad Groups.

Account Structure
Since strategic segmentation is known to improve click-through
rate, quality score and conversions, the entire AdWords account
was restructured.
1. Campaign Ad Groups and Keywords were expanded to
include synonyms (i.e. hotel, resort, lodging,
accommodations, rooms), modifiers (i.e. cheap, discount,
deal, best, luxury) and specific travel routes.
2. More Ad Groups were created with less Keywords to be able
to serve highly targeted ads directing traffic to highly targeted
landing pages. Click-through rate increased from 4.5% in
2015 to 12.5% in 2016.
3. Negative keyword lists were applied to reduce wasted ad
spend from irrelevant searches (i.e. natural disasters,
weather conditions, political events, national holidays, etc.)

Optimize Landing Pages to Increase
Conversion Rate

Landing Page Optimization
Landing page conversion rate was improved from 3.99% in
2015 to 5.33% in 2016.

Landing Page Optimization
All campaigns were directing traffic to generic flight, hotel and
package pages. Based on previous experience and industry
standards, hyper specific landing pages are known to increase
conversion rate.
A sitemap document was created to identify pages needed based
on traffic data. Flight, hotel and package pages were created for
each targeted destination.
Over time, the targeted landing pages increased quality score,
reduced cost per click, increased conversions and decreased cost
per acquisition.
This resulted in an increase in conversions by 104% from the same
period in 2015 to 2016.

Conclusion
Our new account structure and targeted landing pages allowed us
to show ads to potential travelers that were highly relevant and
most likely to produce an online booking.
By implementing the solutions mentioned above, the resulting
online bookings increased by 104% and the cost per booking
decreased by 30%.
The first step to achieving results like this is to perform an account
audit and identify areas of improvement. Let the team at PPC
Professionals create campaigns guaranteed to get you the
qualified traffic you need at the lowest cost per acquisition.
Schedule a free PPC Audit or call 954-606-5359 today.

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