Digital Marketing Project 1

Digital Marketing Project 1

Project: Alaska Shuttle Service Marketing Campaign (2024)
Overview

The Alaska Shuttle Service Marketing Campaign was a comprehensive digital marketing initiative launched in 2024 to strengthen the brand presence of Alaska Shuttle Service and drive online conversions for transportation bookings. The campaign focused primarily on Google Ads, targeting travelers and airport transfer customers in key Alaskan regions.

Campaign Goals

Increase Online Visibility: Boost brand awareness and visibility across search results related to airport transfers and shuttle services in Alaska.

Generate Quality Leads: Drive qualified traffic to the official website and increase booking conversions.

Optimize Ad Spend: Ensure maximum return on ad spend (ROAS) through performance tracking and optimization.

Performance Summary

From February 15, 2022 to April 16, 2024, the campaign achieved significant performance results:

Conversions: 93

Impressions: 65,400

Clicks: 2,780

Total Cost: $3,850

These results reflect steady growth in engagement and strong targeting performance, particularly in Q2 2024 when user activity peaked.

Key Strategies Implemented

Keyword Optimization: Focused on high-intent search terms such as “airport shuttle Alaska,” “Anchorage airport transport,” and “book shuttle service.”

Geo-Targeting: Ads were tailored for travelers within Alaska and nearby regions, enhancing local search performance.

Ad Extensions & Visual Assets: Integrated call extensions and location links to increase direct booking actions.

Conversion Tracking: Implemented tracking metrics to monitor lead quality and booking conversions.

Outcome

The campaign successfully strengthened Alaska Shuttle Service’s digital footprint, improving awareness among travelers and achieving a healthy conversion rate within the allocated budget. The data insights gathered from this campaign continue to guide future ad optimization and regional expansion strategies.