The business model of Kata Adventures primarily focuses on foreign visitors who are spending their vacation in Slovenia. The majority of clients comes from the UK, the Czech republic and the Netherlands. With the intention of reaching its target audience in the selected European countries, Kata decided to address its audience with the help of Google ads.
It all starts with a strategy
As already discussed, the client wanted to get in touch with potential clients from nearby (and some not so nearby) European countries. Keeping that in mind, we prepared a strategy that would bring the right traffic to the client’s website; meaning all those who already know that they will be spending their summer vacation in Slovenia and who wish to spend it actively, be it with their family, partner or friends.
This meant that all campaigns had to be extremely narrowly focused and we had to pay special attention to the selection of our keywords, which also had to be narrowly focused if we wanted to avoid targeting all those Belgians, Czechs and Italians who were looking for canyoning or rafting in their own countries or in all other European countries but Slovenia.
Instead of using broad match keywords we resorted to phrase and exact match and thus avoided completely irrelevant searches that would bring the wrong traffic to the website and make us spend our budget completely unnecessarily on the wrong search terms. We quickly had our confirmation that we made the right decision, since the website was visited by people who were actually searching for adrenaline experience during their stay in Slovenia. During the period between 1st May and 31st August we even reached a 15% CTR (click-through rate; the ratio between impressions and clicks) in certain countries.
