- Oficina: Ann Arbor
- Link: www.sandals.com
The Caribbean luxury travel operator had over 5 years of history with ESV when they began to look for ways to improve efficiency without impacting revenue volume.
Sandals wanted to optimize their search activity so that other marketing channels – such as RTB – could be implemented while maintaining the overall online marketing budget and CoS target.
Sandals also wanted to maximize impression share for exact match keywords. Broad match keywords appeared to have been cannibalizing traffic in other areas of the account, and were negatively affecting phrase match efficiency as well.
We began by changing all US broad match keywords to Broad Match Modified. This involved placing “+” signs in front of key terms within each keyword. Words like “of”, “and”, “to” and “in” did not have “+” added to them, but all meaningful terms in a phrase were amended. We did this in the most mature parts of the account in the US market only.
Using the Broad Match Modifier opted us out of the full broad match behaviour (i.e. matching similes, and matching against in-session searches that were unrelated to the site).
In addition, we added a host of search queries in exact match that had been triggering broad match and converting.
To follow up the performance we set specific goals for:
- Minimize Cost of Sale
- Revenue Increase
- Conversion rate
- Match types
Improvements in KPIs:
- Impression share 100% (non-rank-based)
- CoS 46.7% lower YoY
- Revenue increased by 26% YoY
- Conversion rate increased by 45% YoY
- Exact Match traffic share grew by 18% YoY to 79%
“ESV has been a fantastic partner over the years. When we wanted to get more aggressive in our efforts, ESV stepped in with a solid strategy to boost spend while maintaining efficiency. We were expecting to grow our orders, but we had no idea we would actually end up being able to spend more than ever before while still maintaining our KPI targets! Thanks to these results, we’re expanding into performance display with ESV at the helm, and I have full confidence that performance will continue to exceed expectations.”
Chris Mullins, Search & PPC Marketing Manager