Objective
- Improve efficiency and make the Google Ads account more structured and robust for future scaling
- Continue to drive Bookings for the business whilst maintaining a competitive Cost Per Booking
What we did
- Restructure the Google Ads account and campaigns, leaning more into Performance Max campaigns
- Change campaign conversion goals to optimise for high-quality leads
- Mitigate wasted ad spend and optimise budget allocation between different vacation destinations
- Transform the existing Performance Max campaigns into highly-targeted, well-optimised campaigns
How we did it
- Identified the key vacation destinations and created detailed Performance Max campaigns for each one, alongside Search campaign activity, with asset groups
- Utilising key audience personas and mapping them to a complex set of audience signals and combined audience segments for use in Performance Max and Search campaigns
- Campaign bidding strategies and conversion goals were aligned and the structures of campaigns were changed to provide campaigns with enough data to optimise effectively, working towards Leads conversions
- Creating bespoke asset groups in Performance Max to cater to specific audiences, helping tailor ad copy and distinguish targeting between popular vacation sub-destinations within one core destination
- Removing expensive and non-performing keywords that were pushing up CPC and generating low quality traffic
- Developing a specific destination Brand search campaign for budget allocation and tailoring ads
Results
- With a 37% reduction in ad spend, we achieved a 113% increase in Bookings and 115% increase in GTV YoY
- Booking to Link Click CVR improved 489% YoY
- Average Cost Per Booking had an improvement of 37% YoY
Conclusion
- Closely understanding onefinestay’s core consumer persona and consolidating campaigns has resulted in large efficiency improvements without sacrificing volume or website traffic
- Campaigns are now working with a lot more data to help AI-powered campaigns, such as Performance, learn and optimise more effectively over time