Introduction
Increasing ticket sales in a competitive market requires strategic, performance-driven digital marketing. Ancol Taman Impian, one of Indonesia’s top family entertainment destinations, aimed to maximize ticket sales by targeting audiences with high purchasing intent across Jabodetabek and West Java.
To achieve this goal, Sunrise Digital Marketing harnessed Google’s Performance Max Campaign, utilizing Google’s extensive network to deliver targeted promotions for Ancol’s Annual Pass, Keajaiban Berpetualang Ancol and Sea World Ancol Bundling.
This innovative approach led to significant revenue growth, proving Google Ads to be a high-potential platform for Ancol’s advertising.
In this blog, we’ll explore how Sunrise Digital Marketing strategically implemented Performance Max to amplify Ancol’s reach, drive ticket sales, and achieve impressive ROAS metrics.
Campaign Overview: Amplifying Ancol’s Reach with Google Ads Performance Max
Ancol Taman Impian wanted to increase ticket sales by reaching new audiences with higher buying intent, particularly in the months outside the peak holiday season.
This involved showcasing key promotions across Google’s network through Performance Max, which allowed us to reach potential visitors through all Google channels, including Search, Display, YouTube, and Discover.
Key Campaign Details:
Objective: Drive ticket sales by promoting high-value offers like Ancol’s Annual Pass and Ancol Taman Impian x Sea World Ancol Bundling.
Target Audience: Gen Z, Millennials, and Families.
Locations Covered: Jabodetabek and West Java.
Key Activities & Highlights: How We Maximized Performance with Google’s New Campaign Type
To capture interest and increase ticket purchases, Sunrise Digital Marketing launched a targeted campaign that used Performance Max to connect with high-intent users across Google’s extensive advertising channels.
This approach enabled us to deliver relevant ads to audiences based on their browsing behaviour, search intent, and engagement on Google’s platforms.
Here’s how we executed the campaign:
1. Utilizing Google’s Performance Max for Maximum Reach
Performance Max allows marketers to create ads that reach users across Google’s entire ecosystem, including YouTube, Display, Search, and Gmail, with a single campaign.
By leveraging this tool, we could reach potential visitors for Ancol Taman Impian more efficiently and in places where they were most likely to engage.
Broader Targeting: With Performance Max, Sunrise Digital Marketing extended Ancol’s reach beyond traditional Search ads, allowing us to tap into new audiences interested in family entertainment.
Audience Insights: Performance Max provided valuable insights into which audiences responded best to each offer, helping us further refine our targeting and ad placements.
2. Promoting Key Offers Through Engaging Creative Assets
Sunrise Digital Marketing collaborated closely with Ancol’s creative team, providing valuable insights based on data from the ads campaign, on optimizing visuals, headlines, and descriptions to enhance engagement and ensure each creative asset resonated with the target audience segments.
This data-driven approach helped maximize the effectiveness of Ancol’s promotional materials across Google’s diverse channels.
Annual Pass & Bundling Promotions: Focusing on high-value promotions like the Annual Pass and Sea World Ancol Bundling helped us capture user attention with special offers that appealed to families and adventure seekers alike.
Snappy and Clear Messaging: Each ad highlighted the core value of each offer, ensuring that audiences immediately understood the benefits, whether it was unlimited access with the Annual Pass or the added value of bundled tickets.
Challenges & Solutions: Overcoming Obstacles to Drive Campaign Success
Challenge 1: Scaling Up Ancol’s Campaigns on a New Platform
Ancol Taman Impian had already seen success on Google’s Search ads, but Performance Max presented a new opportunity to expand beyond Search with a more comprehensive network.
However, launching a new campaign type with such broad reach required careful coordination to maximize impact and align with Ancol’s goals.
Solution: Sunrise Digital Marketing proposed a phased approach to Performance Max, working closely with Ancol to identify top-performing promotions and develop creative assets tailored to each audience segment.
By providing regular insights and data-backed recommendations, we enabled Ancol to leverage Performance Max as a powerful addition to its digital marketing toolkit.
Challenge 2: Ensuring Optimal Campaign Performance Across Channels
With Performance Max covering multiple Google channels, it was crucial to monitor each channel’s performance closely and optimize based on real-time data.
This included tracking engagement, conversions, and Return on Ad Spend (ROAS) across different channels and making adjustments to achieve consistent results.
Solution: The team continuously analyzed performance metrics, optimizing bids, and ad creatives to ensure consistent results across channels.
Sunrise Digital Marketing’s flexible approach enabled quick adjustments to ad placements and targeting, helping to maximize ROAS and generate higher sales volumes.
Results & Impact: Exceptional ROAS and High Ticket Sales
The Performance Max Campaign delivered outstanding results for Ancol Taman Impian, positioning Google Ads as one of the top revenue-generating channels for the brand.
High ROAS: The campaign achieved an impressive average ROAS of 33, underscoring the effectiveness of Performance Max in driving revenue.
Significant Revenue Growth: By reaching high-intent audiences across Google’s platforms, ticket sales increased significantly, making Google Ads a reliable revenue channel for Ancol.
Increased Brand Visibility: Performance Max enabled us to showcase Ancol’s promotions across YouTube, Display, and other Google networks, expanding Ancol’s reach and brand recognition among Gen Z, Millennials, and families.
Why This Campaign Stands Out
This Performance Max campaign demonstrates the power of strategic collaboration, targeted advertising, and data-driven optimization.
Key factors that made this campaign successful include:
Expanding Reach Beyond Search AdsBy utilizing Google’s Performance Max, Sunrise Digital Marketing was able to expand Ancol’s presence across all Google channels, from Display to YouTube, reaching new audiences who might not have interacted with traditional Search ads.
Data-Driven Adjustments for Optimal PerformanceContinuous monitoring and optimization allowed us to respond to real-time performance data, ensuring the campaign remained effective across all channels and drove the highest ROAS possible.
Collaborative Asset DevelopmentThe close collaboration between Sunrise Digital Marketing and Ancol resulted in high-quality creative assets that resonated with audiences and highlighted Ancol’s top-value promotions, contributing to increased engagement and conversions.
How Sunrise Digital Marketing Can Help Your Brand Maximize Ad Performance
At Sunrise Digital Marketing, we specialize in performance-driven digital marketing that leverages advanced tools like Google’s Performance Max to deliver measurable results.
Our team is dedicated to helping brands reach their sales goals through tailored strategies, high-quality creative assets, and data-backed optimizations.
Conclusion & Call to Action
Ready to drive impressive results with Google Ads and innovative digital marketing solutions? Contact Sunrise Digital Marketing to discuss your campaign goals and discover how we can help your brand reach new heights with targeted, performance-driven digital advertising.