Goals and Objectives

Wet Planet Whitewater has a strong customer following and their location, passion and experience make them leaders in their industry. In order to compete with neighboring outdoor companies and bring in new customers, Wet Planet needed to expand their reach to grab new customers as they were researching trips, rivers and whitewater adventures.

Measurement

Results were measured on the following key performance indicators:

• Website traffic
• Click-through rate
• Cost per click
• Overall spend

Strategy & Execution

After researching Wet Planet Whitewater’s company, trips and client base, SwellPath audited the existing paid search account to improve their strategy and organization. SwellPath restructured the account, expanding from 2 generic campaigns to 12 new targeted campaigns, which increased the reach and performance of the account, while providing a better control of budget.

Results

After six months of engagement, SwellPath’s management achieved the following compared to the same time frame the previous year:

• 50% more clicks
• 9% higher click-through rate
• 54% lower cost per click
• 30% less spend