Tucan Travel are a global travel firm who specialise in memorable group tours, adventure travel and tailor-made experiences.
The Blueclaw paid search team was tasked by Tucan Travel to deliver a growth-focused Google Ads strategy that would deliver new volumes of bookings, while also controlling cost to maximise profitability.
Serving solo adventurers, friends who travel together and bold families, Tucan Travel manages a huge array of travel experiences across Africa, Asia, South America, Central America, Europe, the Middle East and even Antarctica.
The adventure and group tour landscape is highly competitive – even for top brands like Tucan Travel who benefit from decades of experience and over 1000 TrustPilot reviews.
To compete effectively and cost-effectively, the first order of business for our Google Ads experts was to take a fresh approach to setting up and configuring Google Analytics, with tracking put in place to measure and monitor users who had completed what we call a ‘micro-conversion’.
We used Google Analytics data to demonstrate uplift in booking conversion rates for each micro-conversion. Micro conversions were used in conjunction with booking data to optimise. We are also creating an offline conversion import tracking capability to correctly attribute bookings to clicks which generated sales booked offline.
Our structure split campaigns by holiday location and match type as these 2 variables had the greatest impact on performance. Location bid adjustments were implemented following a in depth review of Google Analytics conversion rate by geography. From here, the team moved into ongoing optimisation of copy, landing pages, bidding strategies and more as part of a high-growth campaign.
Our service for Tucan Travel includes –
By handling Tucan Travel’s acquisition strategy from Google Ads, we’ve been able to provide valuable data about the keywords, phrases and topics that are of most interest to Tucan’s ideal audiences – going beyond paid search management to deliver ongoing digital insights.