Attribution + Reorganization = Higher ROAS
IMPAQT Case Study: Travel
A leading hotel chain with thousands of locations throughout the world came to IMPAQT with the goal of driving qualified traffic to specific landing pages via Paid Search, while gaining a Return on Ad Spend (ROAS) about $24.60. The client also lacked the ability to track which locations were receiving both traffic and conversions because the client's site did not have unique URLs for each location.
QUESTION:
How could IMPAQT help this client drive site visitors and attribute traffic to specific location-based landing pages in order to generate their targeted ROAS?
REVELATION:
IMPAQT's first step was to completely restructure the client's URLs so that tracking parameters could be implemented. This then allowed IMPAQT to attribute conversions to a specific location. Once enough data was gathered, IMPAQT used proprietary tools to compare and understand the relationship between different demographics, their locations, and conversion rates. To maximize budget, IMPAQT also reorganized the client's campaigns so that they were specific to location, branded, Top City buckets and other demographics. IMPAQT maximized visibility for more than 14,000 keywords by allotting specific budgets to each campaign.
The IMPAQT:
Through our tracking solution and campaign restructuring, we exceeded our client's goals:
- Consistently exceeded ROAS by over 36%
- Increased ROAS by 60.2%
- Increased gross revenue by 25%, totaling more than $12.8 million
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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Attribution + Reorganization = Higher ROAS