The Brief
The Key Collection was a relatively new brand back in 2015. Its purpose was to disrupt the short-term letting, travel and tourism market, by bringing together a unique set of hotels, apartments, and guesthouses, in Dublin and Carrick-on-Shannon. Their offering was to be competitive on 3 key areas: price, availability and choice.
The Key Collection came to us with an existing Adwords account which was not working to the best of its ability in a particularly competitive, and saturated market with hotel booking sites such as Booking.com, and Trivago leading the way in terms of paid search visibility.
The challenge was clear. Increase paid search visibility for the the brand, and series of hotels, guesthouses, and apartments. Increase online traffic to the site, and ultimately conversions through PPC with relevant traffic.
What we did for The Key Collections
We began by reworking all of the Adword campaigns that The Key Collection was offering, and expanding into niche areas of interest. We also exported the product internationally across the UK, and US. We stripped away poor performing Adgroups, and improved quality scores across remaining PPC Adgroups.
Once paid search had dramatically improved, the next phase was to implement display advertising through contextual and targeted placement to increase brand presence online. The next evolution of the campaign featured remarketing and social media advertising. This phased approach was allowed due to the success of our initial paid search campaign.
The Results
While managing The Key Collection’s Adwords accounts, we managed to increase their conversion rate massively, reaching over 1,000% more monthly conversions, in comparison to prior to us working on the campaign. Traffic to The Key Collection’s website from their Adwords campaigns have likewise increased in a dramatic fashion, with an increase of 488% in comparison to us prior working on the campaign. Brand visibility has increased by 67%
- Paid Search Traffic Increase by 488%
- Brand Visibility Increased By: 24%
- Conversions Increased By 1000%
What the client says
I’ve just had a look through our PPC account and overall cost per acquisition was very positive. We had a pretty good month overall for direct bookings from PPC and everything was up on last year, which not all of our main selling channels were.
Christopher Kenny, Group Marketing Manger