Driving 50% Conversions with Precision Ad Targeting in Seychelles – A Case Study
While the pandemic raged, Seychelles kept its doors open to tourists. However, the visitors to the beautiful island country had to take a COVID-19 test. The people leaving the country needed a fit-to-fly certificate, and the ones issued by Seychelles Medical Services were accepted by all international authorities. They had testing points located all over the country at strategic locations & even did on-spot collections at many hotels. The brand wanted all tourists to get tested for COVID-19 on arrival and before departing, and to avail themselves of their services to do so.
The Challenges
The diagnostic chain had multiple testing points throughout the country, and even went to hotels, villas, and private boats to collect samples. But the tourists were unaware of their services.
Low Online Visibility
The brand wasn’t appearing in the top Google results for COVID-19 test-related searches. As the target audiences were tourists, finding them on Google searches was their primary mode of discovery.
Limited Awareness
Tourists were unaware of SMS’s convenient at-location testing options. This resulted in massive revenue losses because they were going to other service providers to get their tests done.
Loss of Revenue
Visitors needed clarity on test types and fit-to-fly certificate requirements, and in the COVID-19 times, to book tests online. With the brand being practically invisible to tourists, they were leaving a lot of money on the table.
Understanding The Assignment
This was the height of the pandemic, so our goal was to create maximum online visibility for our client. While we were already doing ongoing SEO for the brand, the best way to get more online bookings was to run paid ad campaigns. This is what we were hoping to achieve:
Reach Incoming Tourists
Educate on Test Options
Remind Departing Travelers About Compulsory Checks
Booking for Tests Online for Maximum Safety
Our Step-by-Step Strategy
This was the peak of the pandemic, so the stakes were high for our planned paid campaigns. So this is what we did.
Selected the Right Keywords To Base The Campaign On
Enhanced Awareness About Multiple Test Options
Drove Bookings With Streamlined Landing Pages
Established Tracking Mechanisms To Gauge Campaign Effectiveness
The Results
Our ad campaigns ran for a year and generated EXCELLENT leads at VERY LOW prices. We achieved:
An amazing 50% conversion rate
Half of all clicks turned into confirmed test bookings.
Average CPC of AED1.05
Our campaigns were so fine-tuned that lead generation happened at extremely low costs.
A record clickthrough rate of 23.63%
We saw exceptionally high engagement rates on all campaigns.
Conclusion
On the back of our record-breaking campaign, Seychelles Medical Services became the go-to testing provider for tourists visiting the islands. It saw an influx of online bookings and became the go-to service for tourists visiting Seychelles to get their COVID-19 tests. Our approach proved that laser sharp targeting, landing page optimization, and eye-catching ads can result in huge gains, and has been our preferred way of working since then.
