Luxury Escapes | Travel | PPC
- Led a phenomenal increase in the New Buyer ratio
- Soaring from an initial 33% to an impressive 65% of total sales
The Challenge
As the travel industry rebounded from the challenges posed by the COVID-19 pandemic, Luxury Escapes faced a crucial business problem. Despite a remarkable recovery and a 580% increase in spending within seven months of the Aussie borders reopening, the majority of revenue came from ‘Past Purchasers.’
Recognizing the importance of acquiring new customers for sustained growth, the challenge was to shift the focus towards attracting and retaining a fresh audience.
The SOLUTION
Our Digital Minds team, driven by a customer-centric approach, swiftly pivoted the account strategy to address the evolving needs of Luxury Escapes. Realizing the significance of early market entry, we devised a Paid Search strategy during the lockdown period, backed by a strategic test budget representing approximately 20% of the pre-COVID spend over a six-week campaign.
In the exploration phase of FY23, data analysis revealed that Google primarily drove returning customers. Over the next 6-8 months, we experimented with various campaign setups, specifically tailoring the strategy to skew towards new buyers. Our iterative approach aimed to provide Google’s bid algorithms with data favoring the prioritization of new customers over returning ones.
THE RESULT
The results of our strategic shift were nothing short of remarkable. The New Buyer ratio surged from 33% to an impressive 65% of total sales. This significant shift not only demonstrated the success of our tailored campaign strategy but also addressed the initial concern of over-reliance on ‘Past Purchasers.’
Luxury Escapes now stands well-positioned to sustain growth, having successfully established Paid Search as a viable marketing channel during the challenging post-COVID landscape.
Client Quote
About Luxury Escapes
Luxury Escapes stands as a prominent player in the travel industry, renowned for curating exclusive and high-end travel experiences. Catering to a discerning clientele, the brand has solidified its position by offering unparalleled getaways at unbeatable prices, setting a benchmark for luxury travel.
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