How I Helped a Startup more than 5x Their Traffic Overnight

Whenever you hear anyone talk about ‘growth hacks,’ just mentally translate it in your mind into ‘bullshit’. Paul Graham

With the above quote in mind, let’s avoid the BS and explore the practical details of how I helped Vollo, an up-and-coming travel aggregator from Croatia, dramatically increase their traffic & revenue overnight.

AdWords Traffic & Revenue Growth

Relevance @ Scale

As a startup with limited financial resources to spend on marketing, Vollo’s main concern was breaking even on their AdWords investment. At the same time they were, like all startups, interested in growth. I was therefore acutely aware of the need to deliver relevance at scale if their AdWords investment was to pay off.

Fortunately for me, I was able to leverage Vollo’s excellent technical setup, which made my job a lot easier. Working together with Vollo’s tech team, we were able to generate a list of all possible route combinations offered by Vollo’s partners. The result was a structured data set containing over 15k unique routes, together with price information for each route.

Having structured data was key as it allowed me to automate the campaign building process while at the same time ensuring relevance. While Excel is often the go-to tool for creating large AdWords campaigns, it can become frustratingly slow when working with large data sets (as was the case with Vollo). I therefore wrote some JavaScript, which I ran locally using Node.js, to generate the campaigns. The output, with a few keystrokes, was 90k+ ad groups, each with an ad tailored to the specific route, including unique ticket price information. The most time-consuming part of the project? Uploading the campaigns to AdWords.


About the author

Lars C. L. Larsen is an Online Marketing Specialist & Partner at AdNudging.com. You can connect with him on LinkedIn.

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