Transforming Cruise118’s PPC Strategy

A comprehensive restructuring was a vital starting point to address multiple challenges. This involved creating two new accounts exclusively in GBP which simplified the billing processes and ensured we had specific accounts for the individual businesses and respective budgets.

We transitioned from a manual CPC to Maximize Conversions with a Target CPA, to boost lead generation efficiency and make the most of budgets. Using this strategy aligned seamlessly with Cruise118’s cost-per-lead metrics to measure campaign success.

As well as the account restructure, we produced a more granular structure to enhance campaign management and facilitate targeted optimisation, enabling individual campaigns to be pushed or pulled based on performance metrics. Amending the structure provided us with significantly more control to pull levers more efficiently, meaning that if a specific campaign needed amendments, we could do so without impacting other ship-specific campaigns, improving the management of campaigns and driving a stronger CPL and performance level.

We also introduced ship-specific campaigns, allowing for tailored messaging and bespoke audience targeting. The messaging was updated each week to reflect the offers that the cruise lines were targeting. From our research, we found that there is quite a following for certain ships that are more popular than others, which meant each ship group had its own copy, resulting in a higher CTR and a direct impact on lead generation.