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Red Savannah – PPC

Performance Case Study

Who is the client?

As a premium tailor-made holiday and luxury villa specialist, Red Savannah pride themselves on going the extra mile for clients and offer the most memorable trips imaginable. Their target audience is well-travelled and sophisticated; often going off the beaten track to discover new locations through the eyes of locals and specialist guides.

What did they want to achieve?

The core challenge for Red Savannah is to grow enquiries and, ultimately, bookings for both their tailor-made travel and luxury villa rental divisions.

Their extensive selection of luxury villas are located worldwide and predominantly appeal to clients in the UK and US. Our challenge involved generating more enquiries while staying abreast of ever-changing availability. This was also echoed in the bespoke holidays campaigns, and increased mobile search volumes have put pressure on the travel sector to improve non-desktop site experiences.

How did we affect performance?

SEASONALITY

Working closely with the Red Savannah team, we prioritised destinations based on accommodation availability; taking research-to-booking habits for both UK and US vacationers into consideration. Seasonality plays a huge part in the decision making process and we made sure budget was weighted in favour of higher search volume times of the year in order to maximise conversion rates.

MOBILE

A complex and expensive purchase, like a once-in-a-lifetime holiday, requires extra website visits and a more hands-on approach to securing bookings meant that click-to-call ad extensions were a vital addition to the campaign.

LUXURY DIFFERENTIATION

The bespoke and luxury USPs of the brand naturally attracted a number of website visitors looking for inspiration, even if the holidays were out of the searcher’s price range. To clarify Red Savannah’s premium offering in a busy marketplace crowded with low-price travel brands promoting the best deals, offers and price comparisons, we adapted ad copy to appeal to a less price-conscious traveller looking for a carefully crafted experience.

The Results

161% YoY increase in conversion

80% YoY increase in conversion rate

21% YoY reduction in cost per acquisition (CPA)

"Our company operates in an exceptionally competitive environment with complex seasonal considerations. Silverbean has dedicated time to really understanding us as a brand and they have carefully shaped our PPC strategy in line with this. This truly shows in the results, I would not hesitate to recommend their PPC expertise to anyone!”

Sarah-Leigh Shenton
Director of Marketing

Interested to hear more about our performance for Red Savannah?
Get in touch.