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Swissôtel AdWords Optimization Generates Vast Improvements in Per-Visit Value Metrics
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
The Challenge
Swissôtel Hotels & Resorts, a group of deluxe hotels in 26 cities worldwide, was facing challenges in understanding the performance of its digital marketing spend and monitoring user behaviors to tailor advertising for maximum appeal. The hospitality sector is highly competitive in search marketing, making it crucial for Swissôtel to track where its digital marketing spend is going and whether it's effective. Additionally, the ability to monitor who is spending money with the company is a significant benefit to investing wisely and generating future income. Swissôtel was running Google AdWords campaigns in Australia, the US, and the UK for one of its Singapore properties. The goal of the campaign was to drive sales by getting prospective customers to click on their AdWords ads and then make a purchase on their site.
About The Customer
Swissôtel Hotels & Resorts is a distinctive group of deluxe hotels for discerning business and leisure travelers. The company has properties in 26 cities around the world and is part of Fairmont Raffles Hotels International. Swissôtel understands the importance of tracking its digital marketing spend and monitoring user behaviors to tailor advertising for maximum appeal. The company runs Google AdWords campaigns in various countries for its properties, with the goal of driving sales by getting prospective customers to click on their AdWords ads and then make a purchase on their site.
The Solution
To analyze audience behaviors, Swissôtel turned to the advanced segments features of Google Analytics. They used advanced segments to understand the behavior of their paid visitors and to answer questions like 'What happened after paid visitors clicked on an ad', and 'How does the behavior of paid visitors differ from the behavior of organic visitors from the same countries or markets?' They created advanced segments for paid visitors from Australia, the US, and the UK, giving each campaign a unique name. These advanced segments enabled Swissôtel to compare the e-commerce conversion rate of paid visitors with the e-commerce conversion rate of organic visitors. They were also able to compare additional metrics such as average order value to analyze how much paid visitors from each country typically spend. After a few months of optimization, they more than doubled their number of visits and transactions from the UK campaign and maintained the initial high average order value.
Operational Impact
Quantitative Benefit
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