Bristol Hotel
Case results
+16X
higher CR
– 3156 ₽
lower CPA
27 leads
post-optimization leads from the campaign
Client
Bristol Hotel. Hotel complex within Happy Seasons Hotels Group, Yalta, bristol-yalta.ru
Facts & figures
1865 founded, 2017 merger with Happy Seasons Hotels Group, 149 rooms in hotel, 17 673 guests in 2018
Representative
Nikita Gerasimovich, Digital marketing manager
Goals
Tools used
- Yandex.Direct / Yandex Advertising Network, Retargeting
- Yandex.Metrica
Period: September — October 2018 (1 month)
Step 1. Optimizing retargeting lists
Refined their retargeting: by promotion type and by progress in the booking process
The ad group for those who viewed the promotions page but did not complete the booking process brought back the most users. Smart banners handled the upper levels of the sales funnel.
Developed the structure of retargeting campaigns by steps and excluded audience overlap
They dropped the time limit for their retargeting ads from 90 to 30 days. To avoid competition between campaigns and get clearer data, they minimized audience overlap.
Step 2. Improving the ads themselves
Add real photos of the hotel and holiday-themed creatives
New creatives featured texts that drew attention to the hotel’s location and described its advantages. Potential guests saw the hotel’s proximity to the sea and its amazing views in photos, whereas pictures of local cuisine appealed visually to users’ appetites. Holiday-themed creatives highlighted the Bristol as a good choice for the long New Year’s holidays.
Results
Fewer clicks but more efficient retargeting ads
CPC rose marginally after optimization. Click volume remained at levels typical for the off-season.
In the end, however, the retargeting campaign’s efficiency improved significantly: CR rose from 0.2% to 3.35% (16X higher). CR for the “booking” goal was nearly 3X higher. CPA decreased from 3714 to 558 RUB.
Nikita Gerasimovich
Digital marketing manager, the Bristol Hotel
To stand out from your competitors in your region, you should accentuate the locality of your business, add filters and mention specific offers and USPs to your ads. At the same time, you can’t forget about the things that bring people to you in the first place. One of the most important advantages of advertising in YAN is the “mouth-watering” image that directly relates to what is being advertised. Compared to abstract photos or pretty landscapes of the region, real photos bring better conversion rates.
How optimized off-season retargeting brought the Bristol Hotel 16X more conversions
Presentation
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