To succeed in this competitive niche, this campaign required a top-down review, with every element tested and refined.
We began with a brand-immersion exercise with the in-house team before auditing the existing PPC and analytics set-up. The first part of the solution was helping Strand Palace migrate to Google Tag Manager to consolidate their tracking, add transparency and reduce support costs as they relied on external developers.
Our analysis revealed the need to expand the account to target popular tourist destination searches, such as ‘hotels in Covent Garden’. This was tested and fleshed out by identifying the most profitable keywords and designing ad creatives for the different clienteles we could target. We could then quickly negate poorer performing search queries, ensuring that CTRs were not affected and in-fact increased through only bidding for traffic showing booking intent.
The next step, once enough data had been compiled, was employing a programmatic bidding approach to further enhance budget allocation. The ability to segment user intent and conversion type across every hour of every day of the week allowed us to implement a per-hour bid schedule, safeguarding avg. CPC and reducing budget waste.