Eurostar

Information about the company

Eurostar is an international high-speed railway service connecting London with Amsterdam, Brussels, Bourg-Saint-Maurice, Disneyland Paris, Lille, Fréthun, Paris, and Rotterdam. All its trains travel through the Channel Tunnel between the United Kingdom and France, owned and operated separately by Getlink.

Commercial approach

Eurostar.com includes a large quantity of landing pages featuring content on the service’s wide range of destinations. The Eurostar team wanted to leverage this content in expanding the reach of their search marketing.

Partnering with iProspect, Eurostar used Dynamic Search Ads (DSA) – when a user enters a search on Google that’s relevant to Eurostar, DSA generates an ad with a headline, based on the query and with text based on the most relevant landing page on Eurostar.com. This gave the brand broader exposure without requiring any changes to existing keyword campaigns.

Eurostar and iProspect began by identifying the top content pages to target. To decrease inefficient spend and increase return on investment, they also introduced strong negative coverage for site content that wouldn’t generate revenue (for instance the customer service page). They also added “Eurostar” as a negative keyword, since this was already covered in the brand’s keyword campaigns, to ensure that DSA focused on new, incremental activity.

Google Ads success story

With an eye on performance, the team implemented audience bid adjustments. They used Google Analytics and Remarketing Lists for Search Ads to find in-market audiences across each ad group, then optimised the bidding to a target cost per acquisition. Targets were also set at campaign level based on destination.

Results

- 86% higher click-through rate.
- 26% more transactions.
- 20% more revenue.
- 10% Lower cost.