Case study on launching targeted advertising for a recreation center website in the Carpathians

Contents of the case

/01 Initial data
/02 Whole works
/03 The main problems
/04 What is done
/05 What result did you get?
/06 What are we planning to do?
/07 Media content

Media

Campaigns and key indicators

Data from Ads Manager

Initial data

Region of promotion

Ukraine

Type of advertising

Did not start

Business niche

Hotel business and tourism

Whole works

/01Increase the number of new customers
/02Increase the occupancy of hotel rooms
/03Increase brand awareness

Issues and overall strategy

There is a lot of competition, and bookings are made by regular customers and through word of mouth, which is good, but not stable. Before the launch, advertising was based on interaction, reach, and subscriptions.

Overall strategy

To reduce the cost of a lead and improve its quality, it was decided to abandon advertising to a wide audience with a general offer of room reservations. Instead, a strategy was developed to attract guests through themed events and special offers, such as birthdays, New Year’s Eve, Shrovetide, etc. This allowed not only to interest potential customers but also to increase their motivation to book.

What was done

We set up pixel, catalog, analytics, and other technical aspects, as they were not set up correctly before.
We tested lead generation channels, namely messages, lead forms, and leads on the website.
To increase the number of followers on the Instagram page, where possible, we launched ads from the post through the advertising account.
We launched retargeting.
We structured the ads so that one ad would run for a certain period of time, the other would run constantly, but for a new audience for an event (for example, a birthday).
Launch separate ads for promotional offers.
Launched ads for LAL audience.
Tested ads both to a wide audience and by interests.

Results

Options	At the beginning of the work	After 5 months	Difference
Leads
Leads	0	1734	-
Room reservation
Room reservation	0	329	-
Reach
Reach	0	220121	-
CPL
CPL	0	2,31$	-
CPA
CPA	0	12,18$	-

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