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The Basics

  • ClientStar Clippers
  • Engagement Year: 2013
  • Industry: Luxury Cruises and Sailing
  • Services: Google Ads Campaign Management
  • Bottom Line: Within one month of our PPC management, Star Clippers experienced a 900% increase in leads. Moreover, the cost per conversion declined dramatically while conversions increased.

Established in 1992, sailing fleet Star Clippers boasts having the world’s largest full-rigged sailing ship and has received multiple prestigious awards.

Goals

  • Drive new conversions
  • Decrease cost per acquisition as campaign matures

Since 2009, Star Clippers had managed its ads account in-house. Leadership saw a potential to increase bookings and reached out to Ethoseo for campaign management in 2013.

Approach

  • Mapped out a strategy with specific KPIs
  • Installed new analytics tracking
  • Developed 13 new campaigns and 16 landing pages
  • Designed 3,296 new ads in 1,356 ad groups
  • Identified 1,000 new keywords to target and 361 keywords to exclude

We began with our paid search discovery interview to map out our client’s goals and KPIs. Next, we developed a comprehensive strategy, which included expanded keyword targeting, accompanied by new ad campaigns with unique landing pages. Our data-driven strategy included the addition of new tracking methods for greater transparency in web-to-offline conversion tracking.

Results

  • Within the first month, our engagement delivered a 900% increase in leads.
  • Of total conversions, 66% came from PPC.
  • Cost-per-conversion dropped by 90%.
  • Star Clippers received 2,318 new leads from PPC.
  • Our ad campaigns received more than 3.6 million impressions.
  • Star Clippers received a larger impression share than any of its major competitors.

Our campaign with Star Clippers drove millions of impressions, thousands of new leads, and significant savings in conversion cost. Bonus result: By adding new tracking methods to the Star Clippers site, we not only improved communication channels for the company but made web-to-offline conversions more transparent.

Learn More About Our Work in Travel, Tourism, and Hotel Marketing

Ethoseo specializes in marketing and advertising for the hospitality industry.