Since 2006 iGO SKI has been taking skiers and snowboarders on ski weekends and short break ski holidays in the French and Austrian Alps.
The brand has grown by providing more destinations, better chalets and hotels, more convenient travel options and faster transfers to resort whilst maintaining high level of service and outstanding value for money.
iGO SKI’s success is based in search presence. The PPC channel (AdWords) and the organic (SEO) are the largest sales funnels for the company.
Spending almost £80,000 per year on search marketing, the objectives were clear:
Decrease the cost-per-conversion
Generate more business through AdWords
Increase online goals and bookings
With seasonal AdWords pay-per-click (PPC) advertising campaigns representing the highest value form of traffic for the holiday operator.
When we took over the account from a well-known PPC agency, we identified keywords which were draining the budget without converting to sales or enquiries. The bid strategy was also performing poorly with bids set for positions 4-5.
The cost-per-conversion was over £85 and the click-through-rate was slightly over 6%.
As a result of continual optimisation, within 6 months we achieved:
+119% More Conversions
+114% Higher Click-Through-Rate (CTR)
-28% Reduction in Cost-per-Acquisition (CPA)
Search Engine Optimisation (SEO)
Project managing the launch of the new iGO SKI website involved a mix of both user experience (UX) testing and information architecture (IA) to ensure that the site meets the needs of both website users and search engines.
On-page optimisation, content hierarchy and site usability have been key to organic improvements.
A structured plan of contextually-relevant link generation has helped to propel the iGO SKI website above its main competitors.
Through white-hat SEO, within 6 months we achieved:
Ski weekends (search volume: 15.000 on peak months) – From P.9 to P.2
Short ski breaks (search volume: 3.600 on peak months) – From P.16 to P.3
+32% More Organic Traffic
80+ First Page Keywords
Social Media Marketing
A mix of advertising and viral campaigns have been utilised to improve the Facebook following of the brand by over 10,000 followers.
Pay-per-click advertising with effective targeting has resulted in a substantial improvement in visits and bookings from social advertising through to the brand website.
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