Kayak. TripAdvisor. Orbitz. Carnival. Disney Cruise line. Try searching ‘cruises’ and all these cruise line and travel aggregator sites will pop up. The travel industry is no joke online ‘ fiercely competing to get your attention. Princess Cruises, a global cruise and tour company, knew this saturated space all too well when they found AMP.
After assessing the landscape and Princess’ current performance marketing efforts, we knew we could help the brand rise to the #1 listing. We took a two pronged approach to increasing awareness and leads by focusing both on optimizing the onsite factors that search engines consider and by expanding the offsite authority of www.Princess.com.
The onsite optimization approach began with a review of the site coding and architecture to enhance search spidering efficiency. AMP then completed a comprehensive audit of all pages to ensure proper keyword usage throughout the site. Our offsite optimization approach included the identification and execution of link building opportunities.
The first effort in offsite optimizations was refining their paid search efforts. AMP implemented the Marin Software SEM platform to centralize data, reporting and algorithm based bid management while re-aligning keywords and enhancing geo-targeting to capitalize on market specific opportunities and messaging. In addition, AMP developed and syndicated cruise-related content to engage travelers and to further position Princess Cruises as an authority in the cruise industry Within the first year, performance marketing tactics worked with a 38% decrease in CPC, a 16% increase in CTR and a 61% decrease in cost per lead.