We went for a comprehensive multichannel approach, utilizing both Google Ads and Meta, to enhance bookings and revenue while also refining SEO for improved search performance.
Google Ads and Meta Ads to increase bookings and improve revenue
For our Google Ads strategy, we used targeted approaches to improve marketing. We adjusted our budget, refined keywords, and tested different bidding strategies. One successful tactic was targeting specific audience groups, which helped increase bookings. We also used Dynamic Search Ads (DSA) to fill in keyword gaps and achieved a high Return on Ad Spend (ROAS). Launching a Performance Max campaign with the hotel feed boosted visibility and allowed us to showcase hotel offerings and amenities based on individual search queries.
For Meta Ads, we optimized our account structure and implemented Advantage+ campaigns, exceeding our goals with monthly peaks of 11 and 14.5 ROAS. Developing Hotel Catalog Ads enabled automatic promotion of travel inventory, achieving an impressive 14 ROAS. Then, implementing the Conversion API improved event accuracy in the conversion funnel.
Promotions were executed exceptionally well on both platforms throughout various months, which is crucial for a hotel brand.
Lastly, understanding the seasonality and demand for different resorts and locations was vital. We planned budget allocations based on current performance and anticipated demand to generate favorable results.
SEO to improve organic visibility and revenue
We initiated our analysis by conducting keyword research to identify terms that could effectively expand Legacy’s audience reach. Our focus centered on the keyword cluster “Things to do” across locations like Florida, Nevada, Colorado, and New Jersey. This guided our content strategy, aiming to provide useful and relevant content to audiences interested in these destinations. Additionally, we launched link-building campaigns to boost Legacy Vacation Resorts’ presence on lifestyle and travel-related sites, thereby strengthening overall page authority.
