Travel Case Studies
Achieving Higher ROAS through Paid Search
A leading hotel chain, with thousands of locations throughout the world, came to IMPAQT with the goal of driving qualified traffic to their specific landing pages via Paid Search, resulting in maximum revenue generation above a Return on Ad Spend (ROAS) of $24.60. A challenge to achieving this goal was that their booking engine did not have unique URLs for each location. This lack of variance was an issue because we were unable to track which location was receiving traffic and bookings.
Question:
How could IMPAQT help the company drive site visitors and attribute traffic to specific location-based landing pages in order to generate their targeted ROAS?
Revelation:
IMPAQT restructured the client’s URLs to include tracking parameters attributing conversions to a specific location. To maximize budget, we reorganized our client’s campaigns into Location, Branded, Hispanic, and Top City buckets to maximize visibility for over 14,000 keywords by allotting specific budgets to each campaign.
The IMPAQT:
Through our tracking solution and campaign restructuring, we not only met but exceeded our client’s goals:
- Consistently exceeding ROAS by over 36%
- Increasing ROAS by 60.2%
- Increasing gross revenue by 25%, totaling more than $12.8 million
