After conducting thorough audience analysis, we swiftly set up fast-learning campaigns and discovered that foreign tourists in Amsterdam had the highest conversion rates and positive return on ad spend (ROAS). We capitalised on this insight to maximise visitor numbers.
Our strategy of using competition-related keywords in Google Search campaigns resulted in increased conversions and lower costs compared to generic terms. We strategically segmented the campaigns based on top-performing tourist languages, allowing us to provide users with a personalised experience in their own language, both in advertisements and on the website.
Using Google Performance Max, we launched a local campaign in Amsterdam to further drive ticket sales, with a focus on store visits as the conversion goal. We kept the remarketing retention periods of the audience signals short and targeted only new customers since tourists often have a short stay in the city.