Growth During COVID19
When the COVID19 pandemic hit in 2020/21, most travel companies were unable to trade due to lockdowns being enforced across the world. However, just like the Swiss government, Ski Verbier Exclusive went against the grain and decided to increase their marketing budget in what may have seemed contrary to common sense. Whilst most travel companies stepped back from marketing activities, Ski Verbier Exclusive had the foresight and bravery to step forward and double their marketing budget, investing in PPC, organic SEO and video marketing with Strategic Digital Marketing. And the results? Whilst many ski tour operators went out of business or simply shut down, we grew SVE’s digital marketing reach by 523% through an intelligent strategy based around Google PPC.
Using the Google Customer Matching algorithm, we ran Google Display Network campaigns and pivoted from traditional British family bookings to younger groups wishing and willing to travel from across Europe. Put simply, we followed the data. As normality has returned to the industry, new bookings from new clients have flowed in.
After analysing the data from our PPC campaigns, we were able to target buyer personas in the top 1% income bracket by age, location, interests, gender, in market segment and ultimately reduce Ski Verbier’s PPC budget from £2,500 per month to £90 per month, whilst increasing bookings and revenue.
Consequently, our organic SEO efforts are continuing to rise with higher SERP rankings, more traffic, more clicks, and ultimately more direct bookings. This means less commissions paid to OTA’s and a more profitable business. SVE’s bravery has been rewarded and their strategy has paid off. A real win/win!
Client: Ski Verbier Exclusive
Category: SEO / PPC / Video