Objectives
- Increase bookings for short and long-term stays, and venue room hire.
- Reduce reliance on Online Travel Agencies (OTAs) like Booking.com to improve profitability.
Challenges
The client sought to enhance their digital marketing efforts to boost bookings and venue hires. They needed a strategic approach to optimise their PPC campaigns on Google Ads, ensuring cost efficiency and maximising return on investment.
Results
in Cost per Conversion
in Conversions
in Conversion Rate
Objective 1: The primary goal was to improve the overall performance of the Google Ads account. Despite achieving a satisfactory ROAS previously, the client struggled to maximise the potential of their account. A key focus was to improve occupancy rates for both short-term and long-term stays.
Objective 2: Another critical goal was to reduce reliance on OTAs such as Booking.com, which often charge high commissions. By enhancing direct bookings through effective PPC management, the aim was to increase revenue and improve profitability.
Strategy
Our team implemented a comprehensive PPC strategy focusing on:
- Optimising ad copy and targeting for higher engagement.
- Utilising data-driven insights to refine keyword selection.
- Adjusting bids and budgets to maximise ad performance.
- Implementing advanced tracking to measure and analyse campaign effectiveness.
Conclusion
Through targeted PPC management and continuous optimisation, we significantly improved the client’s key performance metrics. The substantial increase in revenue (overall we saw a 77% increase in revenue with our involvement) and conversions, coupled with a decreased cost per conversion and a 92% increase in ROAS, showcases our ability to drive tangible results and deliver value for our clients.
Moreover, by enhancing direct bookings through effective PPC campaigns, the client saw a marked reduction in reliance on OTAs like Booking.com. This shift not only improved occupancy rates but also increased overall profitability by reducing the high commission fees associated with OTAs.
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Cheshire (Head Office)
Manchester
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