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About 70% of all Search Ads clicks for Away

worth about $35,000 per month

come from unbranded paid search. Across all campaigns, they achieved an average click-through rate (CTR) of 4.3%, significantly exceeding industry benchmarks.

About The Client
Away Travel, founded in 2015 by two former Warby Parker executives, is a US-based direct-to-consumer e-commerce business that sells travel luggage.
 
 
Industry
Travel Luggage
 
 
Services Provided
Google Ads management

Company Background

Away Travel, founded in 2015 by two former Warby Parker executives, is a US-based direct-to-consumer e-commerce business that sells travel luggage.

As a new player in the market, Away Travel faced the challenge of increasing brand awareness and capturing a significant share of the market. They needed a strategy to introduce their brand to a wide audience of potential customers and drive awareness and consideration for their products.

How Google Ads helped?

Google Ads was chosen as the platform for its ability to reach a large audience and its features that allow for targeted and effective advertising. Specifically, Away Travel leveraged Google Ads to capture unbranded search traffic, which refers to searches where users are looking for a product or service but have not specified a brand in their search query.

Keyword Monthly searches CPC
luggage
165,000
$2.18
carry on luggage
90,500
$1.94
luggage sets
74,000
$1.98

By using Google Ads, Away Travel was able to capture a significant volume of unbranded search traffic. This strategy allowed them to introduce their brand to a wide audience of potential customers, driving awareness and consideration for their products.

The search ads Away uses for unbranded searches are very similar to the ones for branded traffic.

They are also using the ® hack to increase CTR, a trick that often works.

Besides the ad, they are using all ad extensions: everything from site links, callouts, structured snippets, seller ratings, and even a new type of call extension.

The Results

About 70% of all Search Ads clicks for Away, worth about $35,000 per month, come from unbranded paid search. Across all campaigns, they achieved an average click-through rate (CTR) of 4.3%, significantly exceeding industry benchmarks.