Who are Ski Independence?
For a number of years, Ski Independence have been the UK’s leading tailor-made ski specialist, offering a range of bespoke ski holidays on their Ski-I.com website. Their parent company, Osprey Holidays, also runs both the popular ski accommodation website Powderbeds.com and newly-launched European city breaks site Osprey Holidays.
Before the 2012/13 season hit, Attacat set out a plan to build on the earlier work and really push the PPC enquiries on the site. The main problem facing Ski-I was the sheer breadth of their service and the complexity of their customers’ needs, combined with the volatile price changes of hundreds of accommodation providers world-wide during peak season.
Early in the research phase, we created campaigns for users who were searching for the different resorts. This doubled as a way of researching the rising popularity and success of the different resorts and pointed us in the direction of the ones worth expanding upon. Based on the highest traffic resorts driving the most enquiries, we drilled down into the properties and created highly tailored ads for users at the point of booking. Prioritising the accommodation ads this way, rather than creating ads for all of them, was pivotal in freeing up time to optimise the performance of the account.
Before going any further, we had to restructure the account, to ensure a consistent and organised design throughout. This meant bulk changes could be made to all the property ads at once, allowing the account to be scalable across a growing number of resorts and properties. We could then implement a CPA-targeting bidding strategy to reduce the time required for optimising the bids, freeing it up for analysis and managing which properties were running when. Adding call tracking to the website generated a unique, dynamic number for each visitor, allowing phone call data generated by the PPC activity to be fed back into Google Analytics as a goal and giving extra insight into what the activity was achieving.
Over the ski season Oct-2012 to Mar-2013, enquiries attributed to the PPC activity rose more than 60% compared with the same period the previous year. With the initial restructuring out of the way, we are excited about another record-breaking ski season ahead for Osprey Holidays.