HOTEL CHAIN IN NORTH AMERICA ACHIEVES RECORD BRAKING PAID SEARCH PERFORMANCE
We’re going to the Pacific Northwest to share our second featured 2022 Adrian Award case study regarding paid search performance.
The ongoing challenge of capturing the fight for share became even more pressing during the Summer of 2022 when the anticipated demand for summer season travel drove significant increases in Cost Per Clicks thanks to heightened competition from OTAs fully re-entering the marketplace, and flagged hotel companies’ aggressive bidding on paid search terms.
In this new “not quite post pandemic” frenzy for summer bookings, our agency was tasked with driving more revenue with what became a summer budget that was reduced by a full third! This required us to formulate a new and innovative approach for this hotel brand’s Search Engine Marketing, a channel that had already been, traditionally, a strong producer for the portfolio.