Pay-Per-Click Campaign Management
Endless Fun Resorts
Problem
Endless Fun Resorts is a group of oceanfront resorts in Myrtle Beach, SC. With a brand new site and little name recognition, the group needed to reach their consumers in a cost effective and timely manner. When we took over the PPC campaign, the client was paying $2.50 per click.
Result
Fuel Interactive was able to deliver an effective pay-per-click program that delivered qualified traffic to their site at the lowest cost-per-inquiry of all sources, and considerably lower than what the client was paying as an average CPC.
When we took over the PPC campaign, the client was paying $2.50 per click. Fuel Interactive's PPC program was able to deliver qualified traffic to the client's site for approximately $1.01 per click and generated a cost per inquiry of approximately $6.50.
Insight
New sites take time to reach the top of search engines, and even when they do, not always under the keywords a consumer is searching for. Endless Fun Resorts needed a system to be implemented fast to maximize qualified site traffic. This situation was perfect for a targeted PPC campaign, but the existing program was being managed inefficiently.
Strategy
Fuel Interactive deployed a PPC program on Google and Yahoo! to deliver ads to the specific keywords needed to generate business. We were able to craft compelling price-point copy to move consumers from the search to the site and through to email acquisition and booking, delivering an extremely competitive ROI and a relatively low average CPC.
Example
The average cost per inquiry for this client was between $15 and $20 across all mediums: print, broadcast, direct mail, etc. Fuel Interactive's PPC program was able to deliver qualified traffic to the client's site for approximately $1.01 per click and generated a cost per inquiry of approximately $6.50. This client defines an inquiry as an email and/or address collection. Endless Fun Resorts was also able to generate over 177,000 user sessions in the first year, much of which was due to the PPC program and other Fuel Interactive initiatives.
