Create an SEM Strategy that Tackles the Holiday Market, but Doesn’t Break the Bank

need

Long established in the travel industry, Liberty Travel’s most valuable asset is its agents. So, although they needed a larger Web presence—and finding "Liberty Travel" first on a Google search was a top priority, they needed to direct those clients to phone their agents—not to book online. They also wanted to track these calls so they could measure ROI and see which methods worked best.

solution

Zeta Interactive dynamically inserted phone numbers on each of Liberty’s landing pages so we were able to track and measure the call volume the search program generated. We also included the Liberty Travel phone numbers in the channel ads on Google and MSN. Zeta also imported all the Liberty Travel call reports into Zeta Search (Zeta’s analytics tool) to get an accurate picture of the performance of the program, both offline and online.

results

Zeta Interactive’s weekly Zeta Search report soon bore out our expectations: since the launch of the program in February 2006, the Call Tracking program has generated 6,431 phone leads―a significant leap in business. Bridging the two worlds― traditional agent-based travel services and strategic SEM planning―drove business leads to Liberty’s most valuable asset―their agents. The numbers speak for themselves:

• CPL with the phone calls and call data is $61.51
• CPL without the phone calls or call data: $318.07