Google ads for ferry ticket aggregator Ferry Center

What is the company?

The website of the Ferry Center is a large aggregator of offers from leading ferry companies. The company also offers river cruises and bus tours.

What is the client's challenge?

  • Completely reconfigure contextual advertising for manual cruises and add new ads to other destinations;
  • Exclusion of inappropriate transitions to the site;
  • The expansion of the customer base;
  • Increase brand loyalty;
  • Increase the amount of traffic to the site;
  • Get more orders and lower conversion costs.

Difficulties that were voiced during the discussion phase:

  • The client used contextual advertising, but there was no structure and he was not satisfied with the cost of the conversion;
  • Large selection of destinations

Promotion region:

Russia

Period:

October 2021 — December 2021

Work done

Stages of the project:

  • Analysis of the client’s site: identification of technical features
  • Analysis of user behavior on the site using data from the Yandex.Metrica and Google Analytics systems;
  • Collecting the semantic core using the Key Collector;
  • Development of search queries, incl. exclusion of irrelevant;
  • Compile a list of negative keywords and update it weekly;
  • A huge and painstaking work has been done on grouping keys, working with keyword operators;
  • Development of the USP of the company;
  • Writing ads in accordance with the requirements of Yandex and Google;
  • Coordination of all stages of work with the client.

What did they do?

  • Created advertising campaigns on Yandex and Google search
  • Collected key phrases for the services offered by the company.
    They were divided into relevant groups, where a relevant ad was made for each service.
    Supplemented ads with quick links and clarifications with USP
  • Created a responsive ad on Google
  • Created advertising campaigns for YAN and CCM

Daily analytics of advertising campaigns was carried out with minus search queries, bid adjustments and A / B testing of ads and creatives. Also, statistics on key phrases were collected on a weekly basis and, based on these statistics, changes were made in the semantic core

In the first month of the work of the Republic of Kazakhstan, we fully prepared advertising campaigns for successful work, and the second month has already yielded results:

Yandex – CPC – 12 rubles, the average cost of a conversion is 800 rubles
Google – CPC – 7 rubles, the average cost of a conversion is 570 rubles

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As you can see, Google did a better job. Basically, it has to do with cost per click.

These indicators are achieved in the off-season, so the results are considered successful.

Due to the low bounce rate of 15%, we received a lot of interested traffic, which we plan to work with using retargeting.
So the work on reducing the cost and increasing the number of conversions continues.