Hotel - PPC Keyword Optimisation
PPC
Client
AnonymousService
Paid Media & PPCLocation
United KingdomTimeline
OngoingTech Stack & Tactics
Google AdsKeyword StrategyPPC AuditHospitality MarketingConversion OptimisationCost Efficiency
When we took over the account, most of the keywords were set to broad match and targeting was left too open. This caused the ads to show up for a lot of irrelevant searches. The client was spending money but getting very few real results.
The Challenge
A hotel was running PPC campaigns with broad match keywords and open targeting, causing ads to show for irrelevant search terms. This led to wasted budget and a high cost per direct booking.
The Solution
We rebuilt the Google Ads account, shifting to phrase and exact match keywords. We added negative keywords to filter out irrelevant traffic, restructured ad groups by search intent, and optimised ad copy to match search queries.
The Results
The PPC account optimisation resulted in a 750% increase in conversions and a 25% reduction in cost per click. Wasted ad spend was eliminated, maximizing the return on their PPC budget.