Alpine Elements
Key stats
+51% Organic Traffic
+85% Website Conversions
+63% CTA
The problem
Alpine Element’s success is based on its search presence. Paid search (AdWords mostly) is the largest sales funnel for the tour operator.
Spending almost £500,000 per year the objectives were clear:
- Decrease the cost-per-conversion
- Generate more business through AdWords
- Improve organic traffic and rankings
- Increase online goals and bookings
The solution
Seasonal AdWords pay-per-click campaigns represent the most value form of traffic for the holiday operator.
When we took over the account from a well-known PPC agency, we identified keywords which were draining the budget without converting to sales or enquiries.
Namely, phrase-match keyword targeting which were eating up large amount of spend in un-related keywords.
The cost-per-conversion was over £54 and the click-through-rate was slightly over 4%.
Impact
-
Pay-Per-Click (PPC)
As a result of continual optimisation, we achieved:
- +85% More Conversions
- +63% Click Through Rate
- -65% Cost per Acquisition
-
Search Engine Optimisation (SEO)
Through white-hat SEO, we achieved:
- +51% More Organic Traffic
- 300+ First Page Keywords
- +60% More New Users
And the following ranking improvements:
- All-inclusive ski holidays (search volume: 5.400 on peak months) – From P.30+ to P.1
- Ski holidays (search volume: 135.000 on peak months) – From P.28 to P.2
- Ski deals (search volume: 18.000 on peak months) – From P.40+ to P.5
- Cheap ski holidays (search volume: 27.000 on peak months) – From P.40+ to P.2
- Last Minute ski holidays (search volume: 18.000 on peak months) – From P.40+ to P.9
- Last Minute ski deals (search volume: 10.000 on peak months) – From P.40+ to P.8
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Social
A mix of advertising and viral campaigns have been utilised to improve the Facebook following of the brand by over 12,000 followers.
Pay-per-click advertising with effective targeting has resulted in a substantial improvement in visits and bookings from social advertising through to the brand websites.