We targeted brand and generic keywords. Brand campaigns target keywords that contain the Hotel’s name (e.g The Hoban Hotel), the old brand name (Aspect Hotel Kilkenny), and generic campaigns target keywords that relate to people’s searching for hotels in Kilkenny (e.g. hotels in Kilkenny, Kilkenny city hotels, etc). We also built out extensive negative keywords to ensure the traffic we captured was most likely to convert.
Focusing on traffic that was more likely to convert, we bid aggressively, depending on the keyword, device, audience list, demographics, locations, and other criteria.
Our ad text and landing pages focused on the unique benefits that direct bookers receive such as access to the Rewards From Us To You loyalty club, a free drinks and a best rate guarantee. The showcasing of these benefits ensured that we achieved a high conversion rate.
Dedicated landing pages were used to also increase conversion rate ensuring people who were familiar with the old hotel name were not confused by the rebranding.