Campaign Snapshot:
Client: Cleartrip India
Objective: Increase bookings for flights, hotels, and holiday packages via Google AdWords
Channels Used: Google AdWords
Result: Exceeded client expectations by significantly increasing bookings and enhancing brand visibility
Overview:
Cleartrip, one of India’s leading travel websites, sought to enhance its bookings for flights, hotels, and holiday packages. The brand aimed to fulfil its promise of offering users a comprehensive travel experience, delivered through its award-winning mobile and desktop solutions. Cleartrip’s intuitive platform, which features the largest selection of flights and hotels, was ready to serve travel enthusiasts post-pandemic as travel demand surged.
Rigi Solutions was tasked with running a highly targeted Google AdWords campaign that would drive conversions and generate a substantial increase in bookings, while maximising Cleartrip’s return on investment (ROI).
Challenge:
The travel industry faced unique challenges during the COVID-19 pandemic, and as recovery began, Cleartrip aimed to tap into this renewed interest in travel. However, competition for travel bookings, especially in the flight and hotel space, remained fierce, with several platforms vying for the attention of price-sensitive customers.
The goal was to craft an optimised Google AdWords strategy that not only increased bookings but also positioned Cleartrip as the go-to platform for travel planning, offering convenience, choice, and a seamless booking experience.
Strategy:
Rigi Solutions developed a highly tailored Google AdWords campaign, focusing on key performance metrics such as click-through rates (CTR), conversions, and cost-per-acquisition (CPA). The strategy involved:
- Keyword Research & Optimisation: Extensive research was conducted to identify high-intent keywords relevant to Cleartrip’s services, such as “cheap flights to [destination],” “hotel booking offers,” and “holiday packages in India.” Both broad match and exact match keywords were used to ensure a wide reach and high relevance to users searching for travel deals.
- Ad Copy Optimisation: Ads were crafted to highlight Cleartrip’s unique value propositions—largest selection of flights and hotels, easy mobile booking, and exclusive travel offers. The copy emphasised convenience and affordability, with CTAs (call-to-action) such as “Book Now” and “Get the Best Deals” to drive immediate action.
- Targeting & Segmentation: Demographic targeting focused on individuals with higher travel intent, particularly those searching for domestic and international travel options. Re-marketing campaigns were also run to re-engage users who had visited the Cleartrip website but had not completed their bookings. Additionally, device-specific targeting helped ensure that Cleartrip’s mobile and desktop solutions were promoted optimally based on user behaviour.
- Landing Page Optimisation: A seamless user experience was created by aligning the ad copy with the landing pages, ensuring visitors found exactly what they were looking for—be it flights, hotels, or holiday packages. Landing pages were designed to be fast, user-friendly, and intuitive, facilitating quick and easy bookings.
- Budget Allocation & Bidding Strategy: A dynamic bidding strategy was implemented, using both manual CPC (cost-per-click) and automated bidding options to ensure maximum visibility for high-value keywords. This approach helped manage budget effectively while focusing on maximising conversions
Result:
The Google AdWords campaign exceeded client expectations, delivering impressive results in terms of both bookings and user engagement.
- Increase in Bookings: The campaign led to a 38% increase in bookings for flights, hotels, and holiday packages compared to previous periods, far surpassing the initial targets.
- High CTR & Lower CPA: The ads achieved a 57% click-through rate (CTR), significantly higher than the industry average, while the cost-per-acquisition (CPA) was reduced by 25%, allowing Cleartrip to maximise its ROI.
- Improved Brand Visibility: With targeted ad placements and high search volume for key terms, Cleartrip’s visibility increased substantially, making it a top choice for travel bookings among users who searched for flights, hotels, and holiday packages.
- Mobile Conversions: The mobile-focused aspect of the campaign resulted in a 27% increase in bookings through Cleartrip’s award-winning mobile app, meeting the needs of users who preferred a seamless booking experience on the go.
- AdWords Performance Metrics: The campaign achieved 35% in overall conversion rate, with a significant portion of these conversions coming from re-marketing efforts.
Conclusion:
The Google AdWords campaign for Cleartrip India was a resounding success, helping the brand increase bookings, enhance online visibility, and deliver more than what was expected. By focusing on high-intent keywords, optimising ad copy, and leveraging both desktop and mobile platforms, Rigi Solutions was able to drive strong performance in a competitive industry.
Key Takeaway:
A well-executed Google AdWords strategy can effectively drive both online engagement and conversions, positioning brands like Cleartrip as market leaders in their sectors. Through targeted advertising and optimised customer journeys, businesses can achieve growth even in highly competitive environments.
