Integrated Internet Marketing Program
An indoor cruise parking facility for the Galveston, TX area, Port Parking, began working with TopSpot Internet Marketing in 2016 when they signed up for Pay Per Click and SEO services. With collaboration from Port Parking, their Customer Relationship Team developed a strategy focused on driving more parking reservations through the website and increasing traffic to their indoor and outdoor parking lots utilizing SEO, SEM and Conversion Optimization services.
With both covered and uncovered parking options, each reservation resulted in $60 - $70 for a one week time period (uncovered was $60 and covered was $70). With covered parking spots for a one week time period costing $70 and uncovered spots for the same time period are $60. The team and client agreed on a PPC goal of achieving a cost per conversion of $6.50 or less for their AdWords program.
With collaboration from Port Parking, their CRT developed a strategy focused on driving more parking reservations through the website and increase traffic to their indoor and outdoor parking lots utilizing SEO, SEM and Conversion Improvement services.
With both covered and uncovered parking options, each reservation resulted in $60 - $70 for a one week time period (uncovered was $60 and covered was $70). Port Parking is in the process of purchasing additional lot space due to the increase in online reservations they’ve experienced since partnering with TopSpot.
Program results to date
Since the beginning of our relationship with Port Parking, TopSpot Internet Marketing has made immense strides in helping them to grow their business through our online marketing efforts.
In fact, Port Parking is in the process of purchasing additional lot space due to the increase in online reservations they’ve experienced since partnering with TopSpot.
The Port Parking website has seen a 215% increase in total traffic and a 197% increase in reservations made through the website (not including phone calls) since the start of the program!
Last click data shows the Paid Search program bringing in 4,858 online reservations throughout the course of the program (June - April 2017) and organic traffic bringing in 1,703 web reservations.
PPC also assisted in an additional 2,370 online reservations and organic traffic assisted in 730.
The website has also captured over 3,000 phone calls when looking at June 2016 - April 2017. The PPC program is the main producer of website generated phone calls with 87% (2,660 out of 3,070) of the tracked calls coming from paid search.
Our Holistic Approach At Work
The team knew that regardless of the traffic they were bringing to the website, if the site wasn’t set up to drive conversions, they would be unsuccessful in helping Port Parking reach their online goals. The updates made to the website that are in-line with TopSpot’s best practices include:
- Moved the phone number to the right side of the header and made it clickable for mobile devices (which accounted for 37% of their total traffic).
- Moved main navigation right the top right hand side to directly below the Port Parking logo and added a utility navigation
- Removed the email link in the header and added a link to a new Contact Us form that was also built by the TopSpot team.
The Conversion Improvement Specialist also added a Quick Contact form to all internal pages to funnel questions from potential customers needing more information prior to making a reservation.
Once the team became more familiar with the backend of Port Parking’s online registration system, they were able to update the tool found on the homepage to include a reduced number of steps required to make an online reservation. Now, based on what cruise line the user chooses, the information is sent to the reservation system whereas before, it would need to be re-entered. By eliminating this step, the goal was to increase usage of the online system moving forward.
Additionally, Port Parking’s CRT utilized their website call tracking data to identify additional website improvements. It was noted early on that callers were very happy when they were told that Port Parking also provided a complimentary shuttle ride from the parking garage to the cruise port, so this feature was made more prominent on the homepage by enlarging the buckets and adding an internal link from the homepage to the shuttle system page.
Since the updates to the header were made, Port Parking’s phone number has been clicked via a mobile phone over 800 times. When looking at usage statistics of the registration tool after the Conversion Improvement team reduced the number of steps it took to complete the reservation process from the homepage, the took has been utilized over 9,000 times.
Search Engine Optimization
Search Engine Optimization - Strategies for SEO and SEM worked hand in hand to improve the content on Port Parking’s website, increase online exposure for localized phrases and drive more reservations through both channels.
The SEO Specialist working on Port Parking’s account identified a new area of opportunity using search query data from the PPC program. Upon reviewing AdWords data, it was noted that many of the searches coming in contained the name of the cruise line they were traveling with (see example below). Unfortunately, there was zero content on the website to support these searches or to promote Port Parking in the organic results.
After reviewing data similar to the information shown below, the team agreed that content specific to the popular cruise lines should be added to the website. The Disney Cruise Line page was the first to go live, followed by pages for Carnival and Royal Caribbean Cruise Lines.
AdWords Search Queries Related to Disney Cruise Lines
The business name and address were added to the header for local optimization purposes and local business schema markup was implemented to improve local optimization.
The CRT also worked with Port Parking on a contest to help promote their Google My Business page and grow the number of reviews they had in order to make their local listing stick out compared to their competition.
In It To Win It
Pay Per Click
With covered parking spots for a one week time period costing $70 and uncovered spots for the same time period are $60. The team and client agreed on a PPC goal of achieving a cost per conversion of $6.50 or less for their AdWords program.
Port Parking’s PPC program went live with two campaigns. One focused on cruise ship brands and the other containing general cruise ship parking terms, both of which were set to target the state of Texas.
The following tasks were completed prior to launch:
- Multiple ads were created for each ad group
- Ad Extensions relevant to the business were utilized
- Extensive negative keyword research was done
A few months into the program, Port Parking and the TopSpot Team agreed to adjust the PPC budget structure to one where Port Parking would be billed based on spend versus sticking to a set spend allotted for each month. This allowed for spend to increase when demand did and vice versa.
At the same time, a new campaign was created that targeted the entire United States but focused only on keywords containing specific location modifiers. This way, anyone planning their cruise logistics prior to their flight to Texas would be able to locate Port Parking through a paid search ad.
Expanded Text Ads (shown below) were created and CPA Bidding was also enabled for all campaigns. The additional characters were utilized to call out features important to customers that were identified in phone calls (like the complimentary shuttle service, for example). Both new features were closely monitored to ensure positive results.
Organic traffic is continuing to see sustained growth each month. The Disney Cruise Parking page that was added to the site based on paid search query data has led to 15 website reservation for Disney cruise goers. The Port Parking Google My Business page is now a main source of traffic to the website with over over 1,000 visits in the last quarter and 53 calls from the listing. The contest Port Parking rolled out to get their employees excited about getting Google reviews has also been a success. Port Parking’s Google My Business Listing averages close to 15 new reviews per week and has nearly 700 total.
Since going live, the PPC program has gone from driving 20% of the online reservations (June 2016) to 50% of them (April 2017) thanks to the continued refinements made based on data the team was seeing.
The original campaigns implemented at the launch of the program have driven 88% of the online reservations generated by the AdWords program.The team also met their goal of having an AdWords cost per conversion of $6.50 or less.
The updates made to the program in conjunction with the new budget structure were a success as well. Thanks to the new CPA bidding, the program's Cost Per Click decreased by 34% as it went from averaging $1.11 per click to $0.73. Average Online Reservations per month increased by 718.5% as they went from averaging 54 online reservations from last click PPC visits per month to 442!
The new and improved Expanded Text Ads helped to increase the program's Click Through Rate from 14.62% to 15.66% once they went live.
The Location Specific campaign implemented at the same time has driven 437 online reservations and assisted in 37 more. Additionally, the Gmail Ads campaign is proving to be a success as well. While it has only been live for short period of time, it has already brought in 7 online reservations. While only consuming 3.69% of the AdWords budget, it has brought in 9.38% of the program's clicks with a cost per click of $0.26.