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Megabus

CASE STUDY

Megabus.com is the first, low cost, express bus service to offer city center travel for as low as $1 via the Internet. Since launching in 2006 Megabus.com has served more than 30 Million customers through more than 100 cities across North America. Megabus approached Direct Agents to take a more integrated approach to their digital channels and optimize their current programs.

Goals

To create a strategy where each digital marketing channel would help boost conversion across other channels. In addition, Megabus looked to boost non brand performance and increase ROAS.

Channels

PAID SEARCH

DISPLAY

Process

Direct Agents started by assigning a team and team lead to the account. The team is composed of search and programmatic analysts that manage campaign spend, messaging, and performance. Campaign strategy is applied across the board, ensuring a consistent brand experience and audience targeting methodology.

All tracking points (media impressions, clicks, conversions, site visits, pages viewed, creative performance, line item performance, keyword performance, etc.) were tagged in order to aggregate campaign metrics within a single platform. This provided for a more holistic view of consumer behavior, and the analytics were used to accurately track path-to-conversion and media overlap. By monitoring each user’s exposure to multiple sources of media, Direct Agents was able to identify efficiencies that would, otherwise, have not been apparent.

Coordination and resource allocation within the team is ongoing, and campaign data flows seamlessly. Optimizations and key learnings are applied simultaneously, increasing overall campaign effectiveness.

Results

Direct Agents was able to see multiple customer touch points and identify campaigns were leading to highly profitable ROAS.

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184%

Increase in Revenue

164%

Increase in ROAS

21%

Increase in Search Volume

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