Overview
Provenance Hotels operates 5 boutique hotels in Portland, Seattle, Tacoma & Nashville. Anvil provides PPC management services for all 5 hotels. PPC performance has been successful, but due to the current economic state, changes were needed in order to be more effective, and efficient, in driving bookings. Anvil recommended creating custom landing pages to coordinate with Provenance’s new promos they were running.
Objective
The goal for creating custom landing pages was to increase conversion rates and revenue by increasing the relevancy factor from the time a user clicked on a PPC ad and hit the site. Previously, the homepage served as a landing page, which as stated previously, was performing well, but Anvil knew custom landing pages would drastically increase bookings and revenue, even in a down economy.
Challenge
The biggest challenge was the economy. It was more difficult to get buy off as creating custom landing pages would obviously increase the overall costs. Anvil had presented the idea of landing pages awhile back knowing it’s a best practice that can help drive down costs (increased Quality Score) and increase conversions/sales due to higher relevancy. Provenance agreed to roll out the custom landing pages for their initial promo, 20% off your entire stay, then the % Off discount promo.
Strategy
Anvil was able to work directly with Provenance’s Web Development firm to instill best practices into the creation of the landing pages. Anvil created specific ad text related to the promo, which included the discount and value add proposition in the title and description, knowing that users would be more likely to click on an ad that highlighted a deal or value add. Consumers are willing to travel and spend money, even in the down economy, however, they are seeking destinations/products that are offering the “best deal” or something additional for their money, such as free WiFi or parking with their stay. Anvil worked with Provenance’s copywriter to ensure keywords were placed within the landing pages, again, to increase the relevancy for both the user and for an improved Google AdWords Quality Score. The landing pages were launched in mid-December as the promos went live.
Results
Results for the custom landing pages were very strong, which was due to both the landing page itself, as well as the promotional offering. Looking at average conversion rate across all 5 hotels, we’ve seen an increase of 64% (conversion rates range from 26% up to 186%). Cost per Conversion has decreased by an average of 70% for all hotels (ranging from a 21% decrease to 230%). Overall revenue has increased by 57% on average as well. The custom PPC landing pages have been able to drive a higher quality of visitor and generate revenue, even in a down economy.
URLs
Portland – Hotel deLuxe
Portland – Hotel Lucia
Seattle – Hotel Max
Tacoma – Hotel Murano
Nashville – Hotel Preston