Strategy

We have identified the hotel’s primary target group as upper middle class customers from Western Slovakia who are looking for travel and wellness stays. When creating the strategy, we therefore had to choose keywords that are as close as possible to this target group. We avoided words like “discount machine”, “cheap hotel”, etc. The hotel’s target group is primarily adult customers, so we excluded words like “family holiday” or “holiday with children”. 

Based on thorough research, we decided to include words that are relevant to the target group in the advertising texts. We used adjectives such as ‘luxury’, ‘exclusive’ or ‘suitable for adults’. When creating the strategy, we decided to divide the best performing words into separate groups. We also promoted the hotel’s events and short-term promotions through search campaigns (weddings, conferences, New Year’s Eve staycations, etc.). 

Finally, we incorporated keywords into text ads for maximum relevancy. We carefully monitored the quality score of each keyword. We divided the words that scored well into separate groups and created more specific ad texts for them.

Ideamaking

We’ve divided the top words into exact matches and into separate ad groups. We designed responsive ads that ran throughout the year. We placed the keywords in banner ads and created a website that aimed to motivate visitors to holiday in Slovakia. As part of the strategy, we used ad extensions and our keyword optimizer tool. We developed this tool ourselves and it serves us to save time when optimizing keywords. The KeyWord Optimizer analyzes recurring search terms and gives us a quick overview of which words are performing well. We presented those words that achieved high PNOs (cost-per-turnover ratios) to the client and then worked with their appearance on the site.