VROOM SOLUTIONS

Sandymount Hotel

CASE STUDY

OVERVIEW

Sandymount Hotel enquired with the goal of getting more bookings from their website. They had rooms that were not selling from their Google AdWords campaign, and they had rooms which were costing too much to sell through the same campaign.

Enter VROOM Digital, after some meetings and a pitch which included an in depth audit of their existing Google AdWords campaign, Sandymount Hotel chose to work with VROOM Digital back in March 2016.

The Challenge

Our PPC team then set to work to learn about the Irish Hotel industry. We knew it was hyper competitive, therefore we had to stand out with our own Paid Search Strategy. We devised a campaign structure that segmented the PPC account into theme and awareness of position within the funnel, so we grouped campaigns by:
Location
Brand based terms
RLSA (Remarketing List for Search Ads) campaigns
Display remarketing campaigns

THE SOLUTION

By segmenting AdWords users into specific groupings, this key data informed us where our user was within the buying funnel, thus we were able to show ads to them that were highly relevant for the stage within their search journey for a hotel room.

Our team felt that the existing account wasn’t as granular and targeted as it could be and so we took it upon ourselves to build out a new Pay Per Click campaign from scratch.

Our new account structure included PPC campaigns targeting key markets such as Ireland, UK, USA, Canada and Australia.

We built out an RLSA campaign to target website visitors who had previously visited the site but who importantly didn’t convert /purchase a room first time around.

We also sought advice from Google’s own Implementation Team to remedy legacy e-commerce tracking issues in order to give Sandymount a crystal clear picture of their ROI.

149.25%

PPC Revenue Skyrocketed

From March 2016 Sandymount Hotel’s PPC Revenue increased by 149.25% year-on-year whilst only spending an additional 6.01% on advertising.

166.6%

Ireland PPC Revenue
Overall Pay-Per-Click Revenue from Ireland grew by 166% year-on-year.

155%

UK PPC Revenue
Overall Pay-Per-Click Revenue from the UK grew by 155% year-on-year.

67%

USA PPC Revenue
Overall Pay-Per -Click Revenue from the USA grew by 67% year-on-year.

106.71%

Highest Increase in Assisted Transaction
Adwords Campaigns also saw the highest increase in Assisted Transactions from all Online Traffic Sources year-on-year with a 106.71% increase seen.

178%

E-commerce Conversion Rate

The Conversion Rate of the Google Adwords Campaigns improved by 178% year-on-year.

111.11%

Transactions Growth
Transactions have grown by 111.11% in this same time period.

The Conclusion

THE CONCLUSION

From the 3rd March 2016 VROOM Digital have grown Sandymount Hotel’s Pay Per Click Revenue by 149.25% year-on-year whilst only spending an additional 6.01% on advertising.
Our RLSA Campaign proved to be a huge success with a visitor to sale conversion rate of 10.54%.
Overall Pay Per Click Revenue from Ireland grew by 166% year-on-year.
Overall Pay Per Click Revenue from the UK grew by 155% year-on-year.
Overall Pay Per Click Revenue from the USA grew by 67% year-on-year
Our Adwords Campaigns also seen the highest increase in Assisted Transactions from all Online Traffic Sources year-on-year with a 106.71% increase seen.
The e-commerce Conversion Rate of the Google Adwords Campaigns improved by 178% year-on-year.
Transactions have grown by 111.11% in this same time period.

Sandymount Hotel has grown significantly in 2017/2018 since commencing work with VROOM as their Paid Search Partner. We very much appreciate the opportunity to partner and help grow their business online and look forward to a prosperous future together!

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