STA Travel is the leading and largest student travel agency with 30 years experience advising young people on holidays and adventures abroad. STA offers a unique range of fl ights, accommodation, tours and expeditions in 90 countries and sends over 6 million passengers away on vacation each year. STA Travel has over 400 branches worldwide.

Challenge:

Drive sales demand from online to offl ine in the form of call volume to STA’s call center, and foot traffic to STA’s 18 physical store locations throughout the US.

 


Results:

54% increase in paid search revenue

(Q4 ’10 versus ’09)

  • ROAS improved 33%
  • 11% decrease in CPC’s
  • Increased keyword count 18% pre to post launch
  • Streamlined booking process through Click to Call integration within search campaigns. Click to Call functionality has delivered an 8.36% click thru rate since launch.

Strategy:

  • Focus on extensive keyword expansion to ensure a much broader range of coverage across all core search terms
  • Create a solid foundation for ongoing optimizations, expand exact match & negative keyword sets and allocate spend only to the strongest performers
  • Structure account to enable the viewing and optimization of keywords at a granular level for databased bidding decisions
  • Target keywords and landing pages to match consumer query intent, delivering consumers as deep into the site as possible to maximize conversion effi ciency
  • Drive measurable sales call volume to call center and store locations via search campaigns enabled with clickto-call functionality and reporting
  • Management of Google Places to ensure all physical store locations are verifi ed and served via Google Maps