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Working with family holiday website to increase the effectiveness of their paid search

With a considerable investment made into PPC each year, wanted their paid strategy reviewed and overhauled to make their investment go further for their business.

Owning and operating several holiday parks across France, Siblu asked POLARIS to completely restructure their paid search account to focus on two main objectives.

Firstly, to drive targeted traffic to their website in a more focused manner, and secondly; to assist their users journey in booking holidays for specific campsites within their portfolio across France.

Once these marketing objectives were clearly laid out, Polaris set out to re-structure their campaign to focus on top funnel users as well as end funnel users.

As an agency goal, we aimed to bring the ad account up to date, adding in additional, new features that the Google ads platform had introduced but the account was not making use of at the time.

Following our account build process, we aimed to devise an account structure offline, carefully taking account data and marrying it with independent search trend data and our experience within the travel industry.

What We Did

Polaris set out to completely restructure Siblu’s Google Ads account by including strategies to target early funnel and end funnel users to ultimately increase the account’s conversion rate.

Using historical data of the Google Ads account as well as competitor research and industry data, Polaris set out to restructure Siblu’s paid search strategy to focus on their two objectives.

Keeping in mind a typical users journey, the ad account was completely restructured to have a multiple layer of targeting focuses, from short tail generic terms to long tail, camp and French region specific terms.

Utilising both data and our paid search expertise an account structure was devised which was more structured and more efficient to capture the right target audience.

To further improve on the legacy ad account, Dynamic Search Ads (DSA) campaigns were introduced, as were new ad formats including Expanded Text Ads and also affinity and in-market audience profiling.

Now, the client has a more efficient and more structured approach to their PPC advertising, which compliments the SEO strategy that POLARIS also drive forward for the travel company.

"The account structure is now much more manageable and an improved performance has been seen after the release. We are happy with their service. "
Timothy BeecroftDigital Marketing Manager,

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