Case Studies

Check out the in-depth case studies below to learn how we can drive real results for you too.

Canadian Outback Rafting drives growth despite the pandemic

Canadian Outback Rafting is an eco-adventure company that offers rafting trips in British Columbia. Services include one-day and multi-day trips, prioritizing customer safety and customer experience.

The Challenge

Canadian Outback Rafting is a seasonal business that peaks mainly during the summer. The company faced an additional challenge last year during the COVID-19 pandemic. They were forced to scale down their marketing and operations budgets to keep the company afloat.

Things started to open up in 2021, and that’s when Canadian Outback Rafting enlisted MyZone Media once again to relaunch their Google Search campaigns to maximize bookings through their website.

The Solution

MyZone Media reevaluated the past Google campaign strategy. We came up with a new, simpler structure that’s more suitable to the situation – an improved gameplan focusing on highly relevant keywords and ad copy. Even with budget constraints – the campaigns spent 31% less in 2021 versus 2019 – MyZone was able to generate greater results.

We created campaigns based on location and targeted Vancouver, Squamish, and Whistler. With this structure, we were able to tailor our keywords and ad copy depending on where the user is located or for what location he/she is searching for. As a result, we saw which locations were yielding better results and adjusted our budgets and bids accordingly.
We optimized ad copy so that they were all able to garner Excellent ad strength. This gave us higher clickthrough rates (CTR) and Quality Scores.
Adding ad extensions also improved our Quality Score. By making sure we had relevant sitelinks, call-outs, structured snippets, and image extensions, our CTR improved by 37%.
We reviewed all search terms regularly to find not only keywords to block, but also to discover relevant keywords that we may have missed.
Regular optimization also allowed us to maximize our budgets and get as many conversions at the lowest cost possible.

Result

-50%

Conversions

-42%

Cost per Acquisition

+170%

Return On Ad Spend

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