A ferry operator wanted to grow their market share and increase ROI. With SearchStar it was plain sailing and cost per booking fell 51%...

About Wightlink

The main link between the Isle of Wight and the UK mainland. Every year, they carry over 4.8 million passengers, making them one of the UK’s largest domestic ferry operators. Wightlink provide island residents with an easy and frequent service to the mainland, as well as giving millions of holidaymakers a taste of island life.

Objectives

Wightlink wanted to improve the efficiency of their paid search activity in order to gain a larger market share of the Isle of Wight ferry audience without increasing overall media spend. Accordingly, growing revenue from bookings and increasing ROI was of paramount importance.

Results

SearchStar took over the account from another agency and quickly launched completely revised campaigns on Google AdWords and Bing Ads. In addition, unnecessary own brand spending was stopped and activity was focussed on a core of competitive but lucrative keywords.

Isolating these core keywords enabled us to manage the most important aspects of the account very closely, with the addition of a mobile strategy and Remarketing Lists for Search Ads (RLSA) proving crucial to overall improvment to results. Landing page testing by user type (new vs. returning) helped increase conversion rate and further improve efficiency.

In the first three months of the new financial year, our revised campaigns achieved:

•A 126% uplift in AdWords clicks year-on-year from a 4% increase in spend

•A 181% uplift in non-brand PPC revenue, year-on-year

•A 51% reduction in cost-per-conversion for non-brand PPC