-
1
%
decrease in cost per aquisition
+
1
%
increase in transactions from paid channels
+
1
% ROAS
Improved return on ad spend
Success Story: Adelaide Airport
OVERVIEW
Adelaide Airport is the principal airport of Adelaide, South Australia and the fifth-busiest airport in Australia, servicing just over eight million passengers in the financial year ending 30 June 2017. Located adjacent to West Beach, it is approximately 6 km (3.7 mi) west of the city centre. It has been operated privately by Adelaide Airport Limited under a long-term lease from the Commonwealth Government since 29 May 1998. First established in 1955, a new dual international/domestic terminal was opened in 2005 which has received numerous awards, including being named the world’s second-best international airport (5–15 million passengers) in 2006. Also, it has been named Australia’s best capital city airport in 2006, 2009 and 2011.
Over the financial year 2018/19, Adelaide Airport experienced passenger growth of 7% internationally and 1.3% for domestic and regional passengers from 2017’s quarterly report; this added up to a new record number of passengers who passed through Adelaide Airport at 8,090,000 over the financial year. Adelaide Airport also experienced the greatest international growth out of any Australian port.
OBJECTIVES
- Increase overall website traffic
- Increasing visibility of the airport’s online car park pre-booking platform
- Increase online car park pre-booking transactions
- Increase digital ROI
SERVICES
- Analytics
- SEO (local, technical, on-page, off-page),
- Paid media (including video, display and remarketing)
- email marketing
- Social media marketing
- CRO (Conversation Rate Optimisation)
- Content amplification.
APPROACH
- Implemented proven digital channel strategy for driving airport car park pre-bookings
- Ongoing conversion rate optimisation to drive incremental improvements in pre-booking success rate across desktop and mobile devices
THE RESULTS
- Improved CPA (Cost Per Acqusition) by 62%
- Increase traffic from paid channels by 773%
- Increased transactions from paid channels by 1,440%
- Increased revenue from paid channels by 1,556%
- Improved ROAS (Return On Advertising Spend) by 182%
- Increased organic traffic by 25%
- Increased transactions from organic traffic by 122%
- Increased revenue from organic traffic by 119%
- 12K monthly visits from Google business listing
- 26K% increase in backlinks
SEM Results
SEO Results
+
1
%
increase in transactions from organic traffic
+
1
%
increase in revenue from organic traffic
+
1
%
increase in organic traffic
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