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Wetlands Cruises

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Using paid search ads to attract tourists

Overview

When the dry season hits, Paul from Wetlands Cruises has to compete with dozens of other tour companies. This is when tourism operators in the Top End experience their busiest periods - Territorians move around more due to the dryer weather, and southerners escape their winters to our summer.


Paul needed help to get in front of the right people at the right time, tapping into both local and interstate audiences. So, we leveraged the power of Google advertising and SEO to drive potential customers to his website. 


Campaign objectives:


  • Generate awareness and traffic through organic ranking
  • Gauge level of interest in the services and learn from enquiries
  • Build database of prospective clients

The approach

SEO


Captovate’s SEO specialist reviewed the Wetlands Cruises website and made a variety of SEO recommendations and updates to improve organic ranking in search engines. 


This included improving: 


  • Title tags 
  • Meta descriptions
  • Sitemap
  • Image alt text
  • HTTPS
  • Open graphs
  • Internal linking


Google Search Ads


Using a keyword tool, we were able to generate a collection of keywords that have high search volume and low competition. In addition, we used generic keywords to build brand awareness of Wetlands Cruises. 


We also used Ad Extensions, which give you the opportunity to take up more real estate on a search engine results page and showcase different areas of your website.


Google Display Ads


We also started Google Display ads for Wetlands Cruises, which is a great way to advertise on other popular websites. These types of ads are best for brand awareness. We conducted research on the most popular tourism/travel websites to display the ads on, and custom designed visual banners to capture people's attention.


The results 


During the campaign period, we delivered over 90,000 page visits to the website, which is more than a 395% increase from the previous period. 


The campaign also results in more than 2,000 leads, which include clicks to the book now button, calls from the ads and contact form submission, which is a great return on investment and shows us the power of search engine marketing. 

"Google adwords has been very effective at increasing our internet bookings. The cost of the campaign was covered by the savings we made by not paying commission to agents. I would recommend this to all operators as a great marketing initiative"

Paul, Wetland Cruises

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