A Case Study - PPC to the rescue

The Procedure

Separate campaigns were built for:

Local vs. international traffic
Brand and hotel-specific vs. place-specific
Special offers and campaigns vs. normal traffic

This way we had full control over how the budget could be allocated and what stats we were gathering.

Quirk did an extensive keyword research exercise making sure we bid for high traffic generating keywords in order to get as much traffic as possible as well as niche long-tail keywords for better cost per conversion. Keywords specific to Southern Sun's various customer groups were targeted:

Families
Business women and men
Couples
Tourists (leisure, action, shopping, etc.)

Furthermore, adverts were set up which tested the best marketing message i.e. whether people responded best to:

The Southern Sun brand
A special offer
A wide variety of hotels and brands
Location and convenience
Facilities

As a result, we could assess whether different groups of people were influenced by different adverts, as keyword research had been done according to customer groups.

In order to determine whether people responded better to special offers and campaigns or just hotel and area details, landing page split tests were conducted. Tracking for various different stages of the hotel buying process was implemented, including the hotel room quote and the final 'thank you for payment page' so that it would become evident where any drop-offs occurred.

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