KER DOWNEY AFRICA sells high-end safari trips in Southern and Eastern Africa; an ultra competitive space where the CPCs are eye-wateringly high.
Safari is a bucket-list item for many travellers, the sort of big-ticket purchase that can take years of dreaming and research before a booking occurs. This makes in-house content marketing a challenge: when guests are months or years away from booking, it’s hard to attribute ROI to such long-term and indirect activities.
With our guide, The Great Wildebeest Migration, we were able to short circuit the entire process and bring qualified, purchase-intent audiences straight to Ker Downey Africa’s marketing team. With our audiences they’re reducing their Adwords cost-per-acquisition, freeing up budget for more aggressive campaigns.