We were tasked with improving the ROI from paid search campaigns for the properties in the Midwest section of the country, including: Marriott Hotels, JW Marriott, Courtyard by Marriott & SpringHill Suites and Fairfield Inn & Suites.
ROAS from Google Search Ads
Increase in new Marriott Rewards Member Signups
Initially, we were given just the properties located within the midwest and for the following brands: Marriott, JW Marriott, Courtyard by Marriott, SpringHill Suites and Fairfield Inn & Suites.
Given a limited testing budget and a large number of properties in over 100+ cities and high-traffic metro areas, we knew the key to success was in how we grouped the geographic locations into various campaigns, and allocating the appropriate budgets.
We devised a geographic budget allocation strategy to ensure our daily budgets on Google and Bing withstood the high traffic volume throughout the day, ensuring that all reservations were made through our ads and not competing OTAs (Expedia, Booking.com).
Within one month of campaign launch, we achieved an 18-to-1 ROI. Adjustments to the campaigns produced even bigger results:
*results within 3 months