Hotel Isaacs Cork Case Study
Overview
Challenges
Hotel Isaacs has implemented a book direct strategy to get more of their guests to book directly via their official website instead of through OTA’s such as booking.com & Expedia.
Process
KEYWORDS
Created campaigns that targeted the hotel brand name and variations. Ensured we did not bid on traffic that was not likely to convert.
BID ADJUSTMENTS
We made bid adjustments for traffic that was most likely to convert, depending on the device, demographic and other criteria.
BIDDING
We watched our competitors to try and keep our impression share as high as possible for a good cost per click.
SEGMENTING
We segmented all our brand campaigns to give us more control over who we target and when.
MESSAGING
Our ad text and landing pages were aligned around the exclusive benefits that direct bookers receive and this ensured that we achieved a high conversion rate.
Results
Investment: €1,445
Clicks: 6,033 to the official website
Direct Conversions: 287
Revenue Generated: €61,552
Average Booking Value: €214
Return on Investment: 43:1
Cost Per Aquisition: 2%
