Hotel - Pure Brand vs Long-Tail PPC Case Study
PPC
Client
AnonymousService
Paid Media & PPCLocation
United KingdomTimeline
OngoingTech Stack & Tactics
Brand ProtectionLong-Tail KeywordsOTA StrategyROASHospitality PPCKeyword Segmentation
A well-established hotel in Scotland was running all brand-related keywords within a single PPC campaign. This approach caused inefficient bidding, inflated CPCs, and made it difficult to defend top placements against Online Travel Agencies (OTAs).
The Challenge
A hotel was running all brand keywords in a single PPC campaign, leading to inefficient bids and high CPCs. They struggled to defend top Google search placements against high-bid Online Travel Agencies (OTAs).
The Solution
We segmented the brand campaigns into a Pure Brand campaign (for high-intent searches like the hotel name) and a Long-Tail campaign. We optimised ad copy, adjusted bidding strategies to prioritize pure brand terms, and added direct-booking benefits.
The Results
The structured campaigns achieved a 5x ROAS on pure brand searches. CPCs dropped, and the hotel successfully defended its top ad placements against OTAs, growing direct booking volume.