Travel Aggregator - US Marketing Campaign

My Objective I was hired as a Senior Performance Marketer for the US market, my primary responsibility was to drive revenue growth on a quarter-over-quarter basis while ensuring the company's profitability. A key focus was to improve the return on investment (ROI) to over 140% by optimizing existing campaigns and enhancing their efficiency. Additionally, I was responsible for identifying and expanding into new paid performance channels to scale customer acquisition and maximize revenue potential. Strategy & Implementation: To optimize campaign performance, I conducted extensive keyword research and discovered that One World Observatory had significant search volume under three different names. To maximize ad relevance and engagement, I structured the search campaign into three distinct ad groups, each targeting one of these names. Customizing ad copies accordingly improved the Quality Score and enhanced user engagement. This refined ad structure led to a 30% increase in click-through rate (CTR) and a 20% reduction in cost per click (CPC), making the campaign more cost-efficient.

Additionally, through conversion funnel analysis, I identified a major drop-off at the checkout stage due to competitors offering a 5% discount. Based on this insight, I advised the client to introduce a discount strategy to stay competitive and improve conversions.

Results: As a result of these strategic optimizations, CTR increased by 30%, driving more engaged traffic. The CPC reduction of 20% improved ad spend efficiency, while the implementation of a competitive pricing strategy led to a 25% improvement in conversion rate. These efforts directly contributed to revenue growth, successfully achieving the target ROI of 140%+, ensuring sustained profitability.