Selling business travel solutions at the height of the pandemic in 2020 was no easy task, which is why TravelPerk reached out to Algofy. The brand's main goal was to increase leads and maintain profitable visibility by improving impression share against competitors.
We helped TravelPerk focus budget allocation and optimization based on MQL and SQLs down-funnel rather than the initial touch-point leads.
We leveraged this data to concentrate on top-converting keywords. However, the account faced a poor Quality Score on top keywords, which increased the cost and lowered the impression share.
Thus, we had to test different landing pages and ad copies to create the most relevant experience for users.
Eventually, we divided the non-branded campaigns into different themes depending on how customers searched for the product. This provided overall better alignment on intent, ad copy, and landing pages, consequently increasing CTR, Conversion Rate, and Quality Score.
System that works
Prior to scaling advertising, it's critical to be aligned on KPIs and optimize based on the right metrics. Throughout a long customer journey with multiple touchpoints, certain keyword themes might show some of the best initial conversion costs but demonstrate the worst performance on your most important metric. Thus, all marketing tactics should be laser-focused on the ultimate KPI.