This client is a renowned resort located in a popular destination market.
The objective was to reach potential customers at home as they planned their travel and decided on activities for their trip.
The Challenge
When we started, the client’s advertising strategy relied solely on text-based ads, which Google was in the process of phasing out. The account’s ad strengths were rated only as “good” in Ads Manager, and optimization scores had fallen into the 70s. Additionally, ads were constrained by budget limitations, and the client was hesitant to increase ad spend due to the underwhelming performance of the campaigns at that time.
Strategy & Tactics
Our approach was twofold: modernize their ad strategy and optimize performance within their budget constraints. We transitioned their campaigns to Responsive Search Ads (RSA) and introduced Performance Max (PMAX) campaigns to leverage Google’s advanced automation and machine learning capabilities.
- Responsive Search Ads (RSA):
- Replaced text-based ads with dynamic RSAs that adapted to user searches.
- Created multiple headline and description variations to maximize relevance and engagement.
- Focused on increasing ad strength to “excellent” through strategic use of keywords and creative combinations tailored to the client’s target audience.
- Performance Max (PMAX) Campaigns:
- Expanded reach by utilizing PMAX to target users across Google’s entire ecosystem, including Search, Display, YouTube, and Gmail.
- Developed asset groups with custom imagery and messaging to match the client’s brand and audience preferences.
- Leveraged Google’s machine learning to optimize ad delivery based on performance metrics, allowing for better ROI without increasing ad spend.
Customization and Innovation:
We tailored the campaigns to the client’s unique needs by integrating local search trends and seasonal patterns to capture the most relevant audience. Using dynamic ad features, we ensured the ads responded to user intent in real-time, increasing engagement.
Collaboration and Adaptation:
We maintained open communication with the client, presenting data-backed recommendations and adapting strategies based on their feedback. For instance, when the client expressed concerns about ad spend, we demonstrated how PMAX could maximize their budget efficiency. This collaboration built trust and enabled iterative improvements to the campaigns.
The Results
First 6 Months
Impressions up 359% or 6.8M
Clicks up 241% or 58k
Cost up by design 56% or $22k
CPC decreased by 54% or -$.86c
Transactions up 482% or 3.3K
Booking Revenue up 301% or $1.4M
ROI up 155% or 14X
2022 vs 2021
Impressions up 356% or 11.2M
Clicks up 125% or 64K
Cost up by design 40% or $30K
CPC decreased by 37% or -$.37c
Transactions up 107% or 2.5K
Booking Revenue up 83% or $791K
ROI up 30% or 4X
2023 vs 2022
Impressions up 106% or 15M
Clicks up 383% or 447K
Cost up by design 51% or $54K
CPC decreased by 68% or -$.62c
Transactions up 60% or 3.8K
Booking Revenue up 196% or $3.4M
ROI up 96% or 15X
2024 YTD vs 2023
Impressions up 60% or 14.4M
Clicks up 200% or 875K
Cost up by design 41% or $53K
CPC decreased by 52% or -$.15c
Transactions up 47% or 4K
Booking Revenue up 14% or $617K
ROI down 18% or -6X
All Time
Impressions
Up 1,298%
or 40M Increase
Clicks
Up 2,676%
or 1.38M Increase
Cost
Up 182%
By Design
CPC
Down 89%
or $1.31 Less/Click
Transactions
Up 1,056%
or 24K Increase
Revenue
Up 616%
or $5.8M Increase
ROI
Up 408%
or 51X Increase
Last 30 Days
The Outcome
The implementation of RSAs and PMAX not only addressed the immediate challenges but also set the foundation for long-term success. The client saw improved optimization scores, stronger ad performance, and increased ROI—all achieved because of open and clear communication about ads spend and its positive correlation on ROI.