Having worked with Fleetway Travel before on a number of digital projects we were approached in order to improve their return on investment from their PPC campaign.
Fleetway Travel is an established Travel company that has been trading for over 45 years. They provide efficient, hassle free and competitive travel services to all of their customers. Their outstanding record in customer services, drive to be the best in what they do and accreditations mean they are the perfect client to work with.
The Problem – PPC management
Fleetway Travel needed help with PPC Management, managing their budget spend, carrying out market research and working with the client to promote their latest holiday deals to the public in a way that ensures high engagement and conversion.
Fleetway travel was looking to improve their return on investment in PPC in a dramatic fashion but also wanted to improve the visibility of their brand, better engage with their customers and promote their latest holiday deals in a competitive market.
How we worked with Fleetway Travel
When we first met with Fleetway Travel we took a start from scratch approach, discussed their requirements and listened to their current problems. From this information along with market research we were able to determine a strategy to follow for campaign success.
Fleetway travel wanted to get up and running as soon as possible. We were up to the challenge. Having great strategy and implementation throughout our campaigns is paramount so for this project we involved Seed Publicity to assist us with the implementation and strategy to ensure that this PPC campaign delivers on our promises.
Keyword research and campaign set up followed ensuring we were using ads with the correct wording and phrasing to communicate to the right customer and ensure the warmest lead possible. Our hyper targeted approach to campaign set up included, creating user personas which enabled us to understand Fleetway’s target audience and ensure that our ads would perform. Text ads, display network ads, Gmail Sponsored Promotions and remarketing ads were all set up to ensure we had a good coverage of every channel and that we were spreading the budget effectively to deliver sales and brand awareness.
After the initial set up we continued to learn about the travel industry and the user behaviour suggesting areas to improve on the Fleetway Travel website in order to improve ROI and customer experiences. The campaign was monitored and updated on a daily basis to ensure that the budget was being spent in a controlled and data driven way, cutting down considerably on the wastage of any spend.
We reported back regularly, combining data that we had captured along with business data to measure and learn from the previous month.
We also consulted Fleetway Travel on best practices and what they need to do to improve their conversion across their website and advertising campaigns.
THE BOTTOM LINE
“Working with Equals Creative has been an absolute pleasure. They took the time to understand our business and it felt like they were an extension of our own marketing department. They consistently deliver great results and ROI thanks to the support and dedication of Harry and Nick. Their enthusiasm and passion for PPC is evident and I would highly recommend working with this evolving business.”
Tania Ross | Fleetway Travel