Doyon Tourism

Decreased average CPC -34% and achieved 18% conversion attribution for Google Search Ads.

Doyon Tourism is an Alaskan tourism company that manages both Kantishna Wilderness Trails (KWT) and Kantishna Roadhouse (KRH). Located in Denali National Park, KWT offers private guided day trips by bus and KRH is an exclusive backcountry lodge.

The Situation:

In 2016, Vertical Rail needed to implement a new Google AdWords strategy to increase Doyon’s roadhouse and bus trip reservations for the summer season. To get a set of fresh eyes on the account, Kasen took over managing all AdWords campaigns for KWT and KRH.

I contributed to the success of Doyon's 2016 summer season by:

• Analyzing Doyon's 2015 Google AdWords data and paid search strategy

• Building and launching new Google Search campaigns

• Optimizing keyword match types, device bid adjustments, and ad extensions

• Launching YouTube and Display remarketing campaigns

Between March - August 2016. Doyon’s new campaigns outperformed expectations and ended the season under budget with a -34% decrease in average CPC. Roughly 18% of all website conversions were attributed to Google Search. Ad groups performed at an average 14% CTR, peaking at 24% CTR in July. The YouTube ad for KWT received over 100K+ views.