Tiki Time Bay Tours

Google Ads, Paid Social Marketing

Tiki Time Bay Tours is a cruising tours company in San Diego California. Tiki Time offers an immersive guided entertainment experience, with cruise tour packages spanning from sunset cruises to a 21 and over Tiki Tonic cruise.

189%

increase in ROI (ROAS)

118%

increase in purchase conversion

178%

increase in purchase conversion value

Tiki Time Bay Tours

Google Ads, Paid Social Marketing

Tiki Time Bay Tours is a cruising tours company in San Diego California. Tiki Time offers an immersive guided entertainment experience, with cruise tour packages spanning from sunset cruises to a 21 and over Tiki Tonic cruise.

189%

increase in ROI (ROAS)

118%

increase in purchase conversion

178%

increase in purchase conversion value

Brief & Objectives

Tiki Time Bay Tours approached Ruby Digital with the primary goal of conversions to increase the number of website tour bookings through integrated paid marketing advertising (Paid Social and Google Advertising).

We started running Ads from June 2023.

Challenges

A challenge experienced was that prior to us beginning our Integrated Paid Marketing (Meta Ads and Google Ads) strategy implementation, the ad account was unable to track revenue alongside an accurate depiction of conversions (bookings).

This meant that both Meta & Google were unable to accurately learn what a good conversion value was and thus wasn’t able to optimise for valuable conversions.

Prior to implementing the Integrated Paid Marketing strategy, Tiki Time Bay Tours was still using the soon to be sunset Google Analytics Universal Analytics revenue tracking. With the deadline for the sunsetting of GA UA in June 2023, the importance of correctly setting up GA4 and integrating it with Google Ads was a high priority. Ruby Digital’s assistance with recommendations to ensure this was setup correctly was integral to Tiki Time Bay Tours as a business and the success of the campaigns.

The tourism industry, particularly boat tours, is competitive and very seasonal.

It proved a challenge to show consistent growth in ad performance considering seasonality of cruise tours with booking peaks in the warmer months especially in San Diego.

A challenge encountered from Google Ads is the clients resistance to relinquishing control of the account and insisting on continuing to run their own campaigns. To differentiate the campaigns managed by Ruby Digital versus the client, we implemented Labels and consistently created comparisons between the campaigns to show value through performance improvements.

Our Solution

Through our use of long-term narrow interest focus and Remarketing Meta Ad campaigns, we focused on achieving the primary goal of increasing online bookings from the website by improving ad quality and optimising audience targeting.
We also implemented certain determinators of success, such as an improvement in driving quality traffic to the site to improve the effectiveness of our remarketing ads, and encourage viewers to take action after seeing our ads.
We created new campaigns to include Search campaigns with ad groups with related keywords, added a remarketing Performance Max campaign and an In-Market and search themes Performance Max campaign.
- These Performance Max campaigns were implemented to remarket to website users driven from the Meta campaigns
- The Search Campaign was implemented to rank in the paid positions for high intent searchers.

Results

September 2023 compared to July 2023 (quarterly comparison):

Meta Ads:

ROAS: 189% increase (to an average of 9,12x ROAS vs 3,16x ROAS in July)
Purchase conversions: 118% increase
Spend: We saw an average decrease in monthly spend by 4% (Even with this ad spend decrease, we have achieved an overall improvement in results)
Purchase conversion value: increased on average by 178%

Google Ads:

Ruby Digital Campaigns vs Client campaigns (July to Novermber 2023)
41.27% more was spent on Ruby Digital’s campaigns compared to the client’s campaigns
160.949% increase in purchase conversions
160.56% increase in purchase revenue generated
80.68% increase in Conv.Value/Cost (ROI) 2.33x from the client’s campaigns and 4.21x from Ruby Digital’s campaigns.
September 2023 compared to July 2023 (quarterly comparison)
29.94% reduction in total ad spend
46.58% increase in purchase conversions
14.05% increase in purchase revenue generated
63.72% increase in Conv.Value/Cost (ROI) from 2.66x to 4.35x