Trafalgar Tours claims PPC cost slashing success with Marin and White.net

Escorted tours specialist Trafalgar Tours claims it has been able to slash online marketing costs by 50% by working with Marin Software and White.net (formerly SEOptimise).

Escorted tours specialist Trafalgar Tours claims it has been able to slash online marketing costs by 50% having started working with Marin Software and White.net (formerly SEOptimise).

Trafalgar says it has also reduced monthly reporting by 4.5 hours, halving the time required to monitor budgets, while increasing visibility into performance.

Skye Sanders, head of group marketing at Trafalgar said: “We’re delighted with the improvement in performance of our PPC accounts that White.net have achieved with Marin Software.

“Ultimately, it means we are targeting consumers with more relevant messages at the right time, to help them as they plan their holiday.

“Paying less for clicks on our brand terms and reducing our cost per goal has meant that our budget works harder for us driving more revenue into the business.”

The challenge for Marin and White.net was that client researching for an escorted tour is a complex process involving multiple touch points.

It wanted to see improved PPC performance without increasing budget, while also working across multiple territories with last-minute deals, seasonal promotions and offers.

By integrating Google Analytics conversion data with search engine click and cost data in Marin Software, White.net decreased brand term CPC by 51% and cost per goal by 50%.

Automatically created Marin reports meant there was no need to manipulate data manually, which reduced monthly reporting by 4.5 hours for White.net.