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At Dinetix, we pride ourselves on delivering exceptional results for our clients. One of our most remarkable success stories is the transformation of a family-owned business offering friendly and speedy parking services at Vienna International Airport. Our strategic approach and relentless optimization of Google Ads propelled the client’s revenue to over seven figures in just one month. This case study not only showcases our expertise but also stands out among fierce competition, earning nominations in multiple categories in a prestigious marketing competition.
The Client and Their Goals
Our client provides an array of services, including parking, airport transfers, and car cleaning, all aimed at offering a comfortable and affordable experience for travelers. Despite their commitment to excellent customer service, they faced significant challenges in achieving their revenue goals. The primary objectives were to hit a substantial daily revenue target, maintain a cost per acquisition (CPA) below a specific threshold for non-branded searches, and keep the monthly advertising spend within a defined limit. Before our intervention, these targets seemed out of reach.
The Challenge
When we took over the account, the client had never reached their desired daily revenue. A thorough audit revealed that their Search Impression Share for key terms was already very high, indicating limited room for growth within their current strategy. Moreover, as a location-specific business, expansion to other areas was not an option. Compounding the challenge was a highly saturated market with fierce competition and pricing that wasn’t the lowest, which is a critical factor in the airport parking niche. Despite these hurdles, the client wanted to see results within just one month of our takeover.
Our Strategic Approach
Given the situational demand for the client’s services, we decided to focus almost exclusively on search campaigns. This approach was chosen due to the nature of the service, which is highly dependent on users’ travel plans. Our goal was to ensure a strong presence and cover as many relevant searches as possible. With a short turnaround time and strict CPA limits, we knew our campaigns needed to be meticulously goal-oriented.
The first step in our strategy was to fix the existing conversion tracking. Although the tracking was functioning, conversion values were not being passed back to the advertising account, hindering our ability to utilize advanced bidding strategies. Fixing this issue was crucial to our success.
Next, we performed a comprehensive cleanup of the account. This included improving the overall click-through rate (CTR), eliminating non-performing keywords, creating negative keyword lists, and enhancing conversion rates. One of our key decisions was to streamline the ad copy. We focused exclusively on highlighting the features and values of the service, omitting any general information to keep the messages straightforward and goal-oriented.
Once the initial optimizations were in place, we engaged in daily observation and fine-tuning of the search campaigns. However, we quickly reached a ceiling with the existing Search Impression Share and achieved a CTR close to 25% and a conversion rate exceeding 9%. It became evident that we needed new strategies to further expand while maintaining the specific KPIs.
Innovative Solutions and Execution
Three innovative ideas emerged from our brainstorming sessions:
Global Expansion:
- Initially, we targeted neighboring countries closest to Vienna International Airport. We hypothesized that travelers from other regions might also need the client’s services. Therefore, we launched a new search campaign targeting a global audience, excluding the already targeted countries. This expansion aimed to tap into a broader market of international travelers planning to use the airport.
Localized and English Ads:
- We tailored ads in both local native languages and English for neighboring countries. This approach ensured that our ads were relevant and accessible, capturing the attention of users who preferred to search in their native language or English.
Performance Max (PMAX) Campaigns:
- We introduced PMAX campaigns to leverage multiple channels, aiming to maintain a specific CPA. These campaigns were designed to operate across different platforms, increasing our reach while keeping the CPA in check. The initial PMAX campaign showed promising results, allowing us to scale quickly and introduce additional campaigns.
The implementation process was rapid and complex, involving numerous changes, optimizations, and the launch of new campaigns within a tight timeframe. We closely monitored performance daily, focusing on search terms, bidding strategies, budgets, ad creatives, and key metrics.
Overcoming Challenges and Achieving Success
One of the significant challenges we faced was the client’s decision to switch the landing page without prior testing. This change, implemented mid-campaign, had the potential to disrupt our progress. Despite our strong reservations and warnings about the potential impact, we adapted quickly, re-optimizing our efforts to mitigate any negative effects.
Our relentless focus and adaptive strategies paid off. The results were nothing short of extraordinary. The client’s average daily revenue increased by 62%. In the final five days of the campaign, the average daily revenue further spiked, showing even more substantial growth. The average non-branded CPA improved by 5.61%. Overall, the campaign generated a total revenue of 7-figure numbers with an ad spend representing less than 4% of the total revenue. This translated to an impressive Return on Ad Spend (ROAS) of over 25 times.
Recognition and Conclusion
This case study was submitted to a competitive marketing contest, pitting our results against those of other agencies and marketers. The outstanding success of our client’s campaign earned nominations in multiple categories, showcasing our ability to achieve remarkable results under challenging conditions. The judges’ testimonials highlighted the excellence of our work:
“Nice example of what is achievable when a campaign gets into pro’s hands.”
“The team effectively managed a difficult client with poor behavior and unrealistic expectations, in a saturated and commoditized market – and drove significant returns.”
“This marketing operation demonstrated exceptional strategic thinking and adaptability in overcoming challenging limitations. By diversifying channels, targeting worldwide, and optimizing with precision, it achieved impressive revenue growth and decreased CPA.”
The transformation of our client’s revenue within such a short period exemplifies Dinetix’s expertise in strategic planning and execution on Google Ads. Our ability to adapt and innovate, even in the face of unexpected changes, highlights our commitment to driving success for our clients. The success of this campaign and the recognition it received mean a great deal to us, affirming our capabilities and setting a high standard for future endeavors. This case study not only serves as a testament to our capabilities but also sets a benchmark for excellence in digital marketing.
