Maximising Online Conversions and Minimising CPC in the Leisure Travel Industry with Eysys Monetise
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Transcript of Maximising Online Conversions and Minimising CPC in the Leisure Travel Industry with Eysys Monetise
Monetise
• Technology Developed over 7 years in an agency environment.
• Significant investment in development resources.• Technology delivers significant ROI performance
improvements.
The Process
Generates “keywords” based on the product data
Generates “keywords” based on the product data
Selects the most commercially viable products based on agreed rules.
Selects the most commercially viable products based on agreed rules.
Generates Optimised ads to match those keywords
Generates Optimised ads to match those keywords
Sets bid prices based on historical conversion data
Sets bid prices based on historical conversion data
Uploads campaigns in to Google, Yahoo/Bing, Google product
Uploads campaigns in to Google, Yahoo/Bing, Google product
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Step7
Processes, cleans and translates product data.
Processes, cleans and translates product data.
Imports product data from clientImports product data from client
Step 1 - Collect & Collate
• Almost Any Format Accepted.• Updated As Often As Is Necessary.• Can Be Web Scraped If Necessary.• Main Criteria Is That Your Feed Must Have Either a
URL Or Sufficient Parameters To Generate A URL.
• Corrects Abbreviations• Translates Industry Vocabulary• Removes Prohibited Characters• Groups Product in to Logical Categories
Step 2 - Cleanse & Translate Data
Break Down a Holiday In To “Dimensions”
Crete
Region
Sissi
Resort
Smartline Vasia Village
Hotel
5 Star
Rating
7
Nights
All Inclusive
Basis
Greece
Area
£359
Price
October
Dep Month
Add Synonyms & Alternatives
Vassia Village
Hotel
Vassia Village Hotel
Hotel
Smarltine Vasia Village
Hotel
Smartline Vasia Village
HotelCrete
Region
Sissi
Resort
Smartline Vasia Village
Hotel
5 Star
Rating
7
Nights
All Inclusive
Basis
Greece
Area
£359
Price
October
Dep Month
Collate Additional “Buying Factors”
Spacious Rooms
Room Offer
20%
Price Offer
Private
Transfers
£110.93
Saving
Factors
Type
Family
Beach
Location
Construct Keywords Based on Dimensions
5 Star Holidays Crete
5 Star Holidays Sissi
All Inclusive Holidays Crete
All Inclusive Holidays Sissi
7 Night Holidays Crete
7 Night Holidays Sissi
Holidays Crete
Holidays Sissi
October
October
Crete
Region
Sissi
Resort
Smartline Vasia Village
Hotel
5 Star
Rating
7
Nights
All Inclusive
Basis
Greece
Area
£359
Price
October
Dep Month
Construct Keywords Based on Dimensions
5 Star Holidays Crete
5 Star Holidays Sissi
All Inclusive Holidays Crete
All Inclusive Holidays Sissi
7 Night Holidays Crete
7 Night Holidays Sissi
Holidays Crete
Holidays Sissi
October
October
CheapBargainDiscountLow Cost
Cheap
Cheap
Cheap
Cheap
Cheap
Cheap
Cheap
Cheap
Goal is to Build a Large Keyword Database• Providing they are relevant to your product..
• More Keywords Mean More Volume• More Volume Allows Flexibility on CPC• Enables Campaigns to Scale
Which products to promote and when?
Keyword is “All Inclusive Holidays to Crete”
Cheapest? Best Saving? Best Selling? By Supplier
Creates Ads Using A Combination Of Your Data, the Seed Keyword and Buying Factors.
Generate Optimised Ad Copy
Keyword
Deluxe
Room Offer
20%
Price Offer
Private
Transfers
£110.93
Saving
Factors
Region Nts Departs Price
Crete 7 Night October £359
Rating
5*
Resort
Sissi
Hotel
Vasia Village
7 Nts in Crete from £359 5 Star Vasia Village All Inclusive.October Departures. Family Hotel.SunSave.com/Sissi_All_Inclusive
HotelDepartures
URL Resort _
Region Nts Departs Price
Keyword
Crete 7 Night October £359
Deluxe
Room Offer
20%
Price Offer
Private
Transfers
Family
Hotel Type
Factors
Nights Region Price
Rating
Dep Month
Rating
5*
Basis
Type
Hotel Name
Basis
Resort
Sissi
Hotel
Vasia Village
Generate Optimised Ad Copy
Ad version A)
Ad version B)
1000 Impressions100 ClicksConversion rate 2%CTR 10%CPC .95p
1000 Impressions97 ClicksConversion rate 2%CTR 8.5%CPC £1.20
7 Nts in Crete from £359 5 Star Vasia Village All Inclusive.October Departures. Family Hotel.SunSave.com/Sissi_All_Inclusive
Crete All Inc. From £359 7 Nights at the Vasia Village, Sissi.October Departures. Family Hotel.SunSave.com/Sissi_All_Inclusive
Split Test Engine (built in)
Keyword: Family Holidays Crete
Keyword: Cheap All Inclusive Crete
Keyword: Bargain Holidays to Crete
7 Nts in Crete from £359 5 Star Vasia Village All Inclusive.October Departures. Family Hotel.SunSave.com/Sissi_All_Inclusive
Cheap Holidays to Crete 7 Nts at the Vasia Village, Sissi.Cheap All Inclusive Deal at £359.SunSave.com/Cheap_All_Inclusive
Bargain Holidays to Crete 7 Nts at the Vasia Village, Sissi.Bargain All Inclusive Deal at £359SunSave.com/Bargain_All_Inclusive
Bid Management• Bids can be set according to custom formulae
• Based on Selling Price• Based on Margin• Based on Historical Conversion Rate• Based on a Combination of the Above
Specialist Travel Client – Year on Year
CPC down by 17.7%Conversions up by 106.6%Cost per conversion down by 24.6%
Case Study – Monetise on Ski*• In less than 90 days, Monetise was used to reduce the
cost per click from an average of .99p to .36p saving our client £166,488 over the 90 day period.
*Client is a very well known online ski holiday company. The PPC account was previously managed by an international digital marketing agency.
Cost Per Click Reductions
Leisure Company
£0.00
£0.40
£0.80 £0.61
£0.17
Before After
Car Buyers£0.00
£0.50
£1.00
£1.50 £1.12
£0.37
Before After
Watch Retailer£0.00
£0.20
£0.40 £0.36
£0.20
Before After
Insurance£0.00£2.00£4.00£6.00£8.00 £7.53
£2.49
Before After
Service Company0
50001000015000200002500030000
18074
26675
Before After
Insurance0
100200300400500600700
54
649Before After
Finance0
5000
10000
15000
20000
25000
1544719436
Before After
Conversion Increases
• Only advertises available products/services• Deep links to specific product pages• The Quality Score is high, so costs are lower• The Click Through Rate is improved• Reduces average Cost Per Click• Improves conversion rate• Increases sales & decreases costs
Benefit Summary