Challenges

Gaura Travel operates in a high-volume, low-margin industry where efficiency is critical. The challenges were significant:

• Intense Competition: The travel sector is dominated by massive competitors with significantly larger marketing budgets, making it difficult to compete on spend alone.

• Price Sensitivity: Low margins meant that every dollar spent on advertising needed to yield a high return; there was no room for wasted ad spend.

• Data Accuracy: Existing tracking issues made it difficult to attribute success correctly and optimise campaigns effectively.

Strategy

Unearth Digital engaged with Gaura Travel to provide a high-level review and strategic execution plan covering their digital ecosystem.

Phase 1: High-Level Audit & Review

We conducted a deep-dive audit across key pillars including Google Analytics, Google Ads, Google Search Console and the website.

Phase 2: Strategy & Implementation

Based on the audit, we created a detailed recommendations document. A strategic plan was then executed that included:

1. Keyword Research and Selection

• Identified relevant, high-intent keywords.

• Created a strategy to segment the focus accordingly.

2. Targeting & Campaign Adjustments

• Restructured and optimised campaigns to boost brand awareness and sales.

• Focused on major flight routes and geographic regions. 

• Used in-market, custom affinity and detailed demographic audiences to reach relevant users. 

• A range of remarketing audiences were developed and used to re-engage previous visitors and customers.

• Refined ad spend allocation to lower costs while increasing output.

3. Ad Copy Optimisation

• We collaborated closely with the team to tailor compelling ad copy to emphasise relevance, benefits, incentives, and a range of call-to-action phrases.

4. Website Optimisation

• We defined a series of website updates focusing on both technical health (site speed and crawlability) and content relevance. This approach ensured that the digital presence is optimised for traditional SEO and the growing influence of AI search assistants.

• We collated UX improvements designed to reduce cognitive load through easy-to-digest sections. By reinforcing our core value proposition and using strategic calls-to-action, it helped transform passive visitors into active customers.

Phase 3: Performance Tracking & Ongoing Optimisation

• We collaborated with the team to update Google Analytics tracking and ensure accurate measurement of user behaviour, ecommerce data and performance metrics.

• Helped define live dashboards to view core analytics and performance metrics at any time.

• Monitored campaign activity regularly and helped facilitate adjustments to:

• Campaign experiments and tests with different campaign types

• Keywords

• Ad creative

• Bids for high and low-performing keywords

• Budgets

• Campaign targeting and audience adjustments

• Ongoing SEO execution to maximise keyword rankings and AI visibility

Results

Over 2.5 years, the results have been outstanding. By optimising the account structure, refining the audience and keyword targeting, and developing a comprehensive SEO strategy, Gaura Travel achieved significant growth in revenue and efficiency.

Google Analytics Highlights:

• Revenue Increase: +75.5% increase in total revenue.

• Key Events: +81.5% increase in key conversion events.

Google Ads Performance:

• ROAS: Achieved an exceptional Return on Ad Spend (ROAS) of 17,825%.

• Revenue: +79% increase in revenue.

• Conversions: +62.5% increase in conversions.

• Cost Per Conversion: -44.0% decrease in CPA, driving significant profitability.

• Cost Efficiency: -9.0% reduction in overall advertising costs.

SEO & Organic Growth:

• Organic E-commerce Revenue: +150.7% increase.

• Organic Visibility: +200.4% increase in organic impressions and +133.1% increase in organic clicks.

• Traffic Growth: +24.5% increase in organic search users.

• Emerging Channels: +690.3% increase in AI-driven sessions.

• Keyword Rankings:

• +125% increase in keywords ranking in Positions 1-3.

• +45% increase in total keywords ranked on Google.

 Additional Outcomes:

• Enhanced awareness Gaura Travel with a significant increase in brand search volume.

• Strengthened the brands digital presence.

• Improved data insights, enabling data-driven decision-making for future campaigns.

Our collaboration with Gaura Travel highlight the importance of thorough research, a carefully crafted strategy, ongoing optimisation and regular analysis to drive constant improvements. The results underscore this value, especially within the competitive travel industry.