Paid Search Case Study - Gulfarium Marine Adventure Park
Off-season Strategy
Goal
Our off season-strategy was to raise off-season ROAS and revenue.
Strategy
Change campaign targeting to focus on locals instead of tourists, especially parents, while keeping the increase in targeting limitations in mind (due to privacy settings, such as the Apple opt-in to reduce user tracking)
Method
Flipped budgets to focus on the hyperlocal audience instead of the regional audience, increasing bidding adjustments on age groups (targeting age ranges that typically have school age children, since targeting parents is not enough anymore), those in the education sector, while removing the increased bidding adjustments on travelers.
Bonus
This strategy resulted in some residual effects when we moved back to focus on tourists for peak season (regional focus to inspire, then capture in re-targeting for the actual purchase). We didn’t remove the bidding adjustments that targeted moms, resulting in the ads being served more to family vacationers, increasing the average purchase value by 19.4%.
