Increased Revenues Through Improved Relevancy

Adelaide Paringa Motel Case Study
Image credit: Adelaide Paringa Motel

The Adelaide Paringa is a national tourism-accredited, 3.5 star, heritage listed property. It is located right in the heart of the Central Business District, next to Rundle Mall for great shopping, and centrally located for major events and Adelaide’s premier attractions. It offers 45 comfortably furnished rooms, a relaxing guest lounge, and excellent services from their staff. Prior to Invision Net, they have another third-party agency who managed their AdWords campaigns.

 

Campaign Objectives

  • Increase the revenue from online bookings through Google AdWords.

 

Strategy

  • Focus on improving relevancy. We optimized and split-tested keywords and text ads to remove the unnecessary impressions and increase the click through rates (CTR).
  • Lowering bids while closely monitoring the average position.
  • Created tightly themed campaigns, including a mix of branded and non-branded traffic.

 

Results

  • Steady increase in revenue starting May 2013, when account management was transferred to Invision Net.
  • High return on advertising spend (ROAS) of 600+% for July 2013.
  • Improved relevancy. Impressions lessened by 37.36% while clicks improved by 9.4%, an indication that we are getting more relevant searches and clicks. CTR improved by 74.6%.
  • More visibility. Average position improved by 5.71%
  • Lower costs. Cost per click (CPC) was decreased by 49.7%. Overall spend was decreased by 44.87%.

 

“Invision Net has been a pleasure to work with. Not only have they been able to deliver increased bookings to our hotels, but they’ve also provided measurable results.

With Invision Net we have been able to track the performance of our campaigns, seeing the exact spend, and exact revenue generated.

Their customer service has also been excellent, responding quickly to requests, and taking on board constructive feedback and additional suggestions.”

John Ryan
General Group Manager
Miller Apartments & Paringa Motels

 

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