The Challenge
This large aquarium in Thailand shows visitors a wide variety of marine species and offers underwater experiences.
The aquarium wanted more purchases and a higher return on ad spend (ROAS) from its search ads, and 2 limits stood in the way. The client did not allow bidding on its brand term as an exact match keyword, and visitors faced a long journey on the landing page before they could buy. Meeting these goals within those limits needed a careful approach.
Our Approach
With some keywords off limits, Primal went through the data from past campaigns and kept only the best-performing keywords. In place of exact match on the brand term, the campaign used phrase match and broad match keywords.
We used Google Analytics data to choose the best locations to target, and a detailed analysis of the client’s past data guided the strategy for the new campaign. To shorten the path to purchase, the ads sent people to a landing page with a shorter customer journey.
Outcomes Achieved
The campaign ran on the selected keywords, and phrase match and broad match kept its reach without exact match brand keywords. Location targeting from Google Analytics data put the ads in front of people in the most promising areas, and the campaign followed what the client’s past data showed. The landing page with a shorter customer journey made it quicker to buy, and conversions rose.
Return on ad spend rose 8x, the conversion rate doubled and the cost per acquisition (CPA) was 10x lower.
- 8xIncrease in Return On Ad Spend (ROAS)
- 2xIncrease in Conversion Rate
- 10xLower Cost Per Acquisition (CPA)
Key Insights
- With exact match on the brand term off limits, phrase match and broad match keywords kept the campaign’s reach.
- A landing page with a shorter customer journey made it quicker to buy, and conversions rose.
- Return on ad spend rose 8x, the conversion rate doubled and the cost per acquisition was 10x lower.
