Goal: Helping a brand with a unique and powerful value proposition focused on high-quality driven resourceful hospitality business; reach their target customers across the globe.
About the Client:
At Hotelogix, we help both the old & the emerging Hotel businesses to climb onto our platform, which lets them, match the versatility and dynamism of the larger, more resourceful Hospitality businesses. We do this by creating great technology and by making it accessible to people that previously wouldn’t be able to afford it.
Hotelogix has a team of marketing experts who constantly look at innovative ways to market the chain. As the importance of Internet driven sales increased, it became clear that a major investment in Pay per Click (PPC) advertising was required. The Performetris team was brought on-board in order to maximise their return on investment. The hotel industry is a very competitive one and it is the leader in extensively exploiting the Internet as a medium to reach its potential clients. A lot of bidders from all over the world compete for the very same popular keywords, so the PPC campaigns could become very expensive.Report on performance of digital marketing channels (Display, Paid Search).
The design of the Hotelogix PPC campaign was challenging and exciting and included:
- Defining hundreds of keywords
- Understanding the brand and Hotelogix’s unique selling points
- Defining “local attractions” wherever this was applicable
- Created a global campaign tracking strategy with strict guidelines for using Google Analytics URL tracking codes on all digital marketing mediums. Custom advanced segments were then created in Google Analytics, for easy audience segmentation reporting for any conversion goals on the site.
The aggressively competitive AdWords environment demanded constant optimisation and fine tuning, with a core objective to reach the right audience but keep the cost per click within budget. Keywords were constantly monitored to fine tune and remove unwanted clicks and in search of new marketing opportunities.
Here are some of the results achieved:
- Increase in sales across the marketed countries
- Increase in online sales from PPC
- Increase in % of conversions from visitors to customers
- Decrease in cost per clicks
- Consistent digital campaign tracking and attribution analysis identified key success factors in various campaigns, allowing for optimal budget planning and campaign optimization.