Eurocamp increases order volumes and maintains profitability even in low season
Eurocamp is a part of the British holiday group Holidaybreak, one of Europe’s largest holiday providers. When Keybroker began managing Eurocamp’s search advertising in December 2009, the challenge was to introduce new customers to the business, to increase order volumes and to maintain or even improve margins.
Keybroker created a structured account for each market covering campsites and destinations, driving traffic through special campaigns and websites built around specific offers. The team employed a season variable destination analysis, enabling Eurocamp to emphasise high priority destinations throughout the year. By focusing on month-by-month historic results both online and offline, Keybroker was able to bid on the keywords that historically have generated the best conversions at certain points during the year.
As always, central to Keybroker’s mission was the ongoing identification of profitable keywords and ways to minimise costs of expensive conversions. The unique structure of the CampaignControl® tool made bidding on keywords for the the Eurocamp campaigns straightforward.
Results
Thanks to Keybroker’s efforts, Eurocamp posted significant increases in order volumes, and was even able to maintain profitability through the low season. CampaignControl® gives both Keybroker and Eurocamp an easy overview of the results, allowing the team to be responsive to performance indicators and constantly refine their online marketing efforts.
