Escape Campervans Increased Booking Revenue By 40% With Targeted PPC Campaigns
Paid Search Needs To Be Guided By The Right Analytics
Escape Campervans, an outdoor adventure company, spent a lot on their PPC campaigns but couldn’t tell if they actually brought in revenue. Ad groups were too large and targeted too many irrelevant keywords. Reliance on Google’s Performance MAX campaigns also made controlling ad spend an afterthought. Escape needed a digital marketing agency that leaned on analytics and testing to optimize PPC growth in a fiscally responsible manner.
Flint’s PPC Audit Led To A Change Of Direction
When looking at Escape’s PPC campaigns, we noticed they blanketed the entire U.S., mimicking other travel companies. However, the numbers told us that most of their customers were looking for campervan rentals in specific cities. We proposed rebuilding the PPC campaigns to make them more location-specific, starting in places with Escape depots. We also allocated PPC spend in areas with higher campervan demand, like Big Sur and Yellowstone. Then, we improved tracking so we could accurately test other growth initiatives.
Immediate PPC Success Led To Incredible Growth
Right out of the gate, Escape greatly increased its Return On Ad Spend (ROAS). Most of their online sales growth in 2018 was due to how we revamped their PPC campaigns. The success bred confidence, and within 9 months of the program, Escape ramped up their spend 600% due to the strong return. They also learned how customers responded to campaigns and new products on a small scale and used that information before committing to more significant investments.
