The challenge

EuroResorts wanted to utilise their digital marketing strategy in order to grow their online bookings to account for 30% of their total bookings. 

The nature of customer behaviour in the travel industry often results in high levels of poor converting traffic when customers are going through stages of research and consideration, before returning with higher intent searches later in their journey. This was the case for EuroResorts: high levels of traffic but low conversion rates.

EuroResorts required a strategy that worked to improve their overall conversion rate while maintaining a strong level of traffic to their site.

The Broadplace approach

With a large number of keywords live across the account, it was necessary to streamline the search strategy, starting with a review of the best and worst converting keywords. 

Applying Responsive Search Ads, and reviewing the landing pages within each ad group allowed for improved relevancy across the campaigns, resulting in a better experience for EuroResorts’ prospective customers. 

Performing regular A/B tests with ad copy and landing pages allowed for further fine-tuning of the performance of each ad group.

The results

Within months of implementing the new strategy, we were able to deliver strong results for EuroResorts.

We saw:

• conversion rates increased by 31% year on year
• online bookings increased by 33%
• revenue increased by 19%