Tour operator specializing in organizing group and individual tours in Dagestan, Chechnya and other regions of the North Caucasus
At the time of the launch of contextual advertising, we were already engaged in SEO promotion of the project and well understood the specifics of the business, the target audience and the most popular destinations of tours.
Despite the positive dynamics of organic traffic, it was important for the client to accelerate the acquisition of new customers and increase the number of applications during the high tourist season. To do this, it was decided to additionally connect contextual advertising to Yandex Direct.
The main objectives of the project were:
Rapid increase in the number of requests and reservations;
Attracting additional targeted traffic beyond SEO
Promotion of the most profitable tours and excursion programs;
Scaling sales during periods of increased demand;
Receiving a predictable flow of applications from the paid channel of attraction.
An additional advantage was that by the time the advertising was launched, the site was already well developed within the framework of SEO: the landing page structure was prepared, tour cards were optimized and analytics were configured. This made it possible to launch advertising campaigns faster and focus on improving their effectiveness.
As a result, contextual advertising has become an additional source of applications and helped to significantly increase the total volume of requests compared to using only organic traffic.
The main goal was to make Yandex Direct a stable channel for attracting customers and to ensure a regular flow of applications for tours
Below are the main changes after the launch and optimization of advertising campaigns< / p. >>
The number of requests for selection and booking of tours increased more than four times
