Challenges

1. Visibility: Many potential guests were unaware of the resorts' offerings and locations.

2. Geographical Targeting: Reaching both local holiday makers and interstate travellers effectively.

3. Diverse Audiences: Catering to families, retirees, and adventure seekers with tailored messaging.

4. Budget Optimisation: Delivering impactful campaigns while adhering to cost constraints.

5. Performance Tracking: Accurately measuring bookings and inquiries from ad campaigns.

Strategy

To address these challenges, we developed a results-driven Google Ads strategy, customized for FCSWC's resorts.

1. Keyword Research and Selection

- Researched high-performing keywords related to beachside, riverside, and holiday accommodation.

- Included location-specific keywords.

- Utilised negative keywords to filter irrelevant traffic.

2. Targeting

- Focused on key local and broader regions that related to each resort, ensuring relevance and promoting the resorts as ideal getaway destinations.

- Used in-market, custom affinity and detailed demographic audiences to target specific demographics, including families, retirees, and adventure seekers.

3. Ad Copy Optimisation

- Developed tailored ad copy highlighting:

  - Riverside and beachside amenities.

  - Family-friendly facilities and activities.

  - Competitive pricing and special offers.

- Included action-driven CTAs.

4. Landing Page Optimisation

- Collaborated with FCSWC to refine resort-specific landing pages:

  - Showcased high-quality images and detailed descriptions of accommodations and amenities.

  - Highlighted testimonials from satisfied guests.

 - Simple navigation with clear booking and inquiry options.

5. Performance Tracking and Optimisation

- Updated Google Analytics and conversion tracking to monitor resort-specific inquiries and bookings.

- Conducted regular reviews to optimise:

    - Keywords

    - Ad copy

    - Bids for high and low-performing keywords

    - Budgets

- Campaign and audience targeting

Results

The campaigns delivered exceptional outcomes throughout the year:

Key Metrics:

- Website Resort Bookings & Conversions: Increased by 15.2%, driving significant occupancy growth.

- Website Revenue: Transactions increased by 166.4% whilst revenue increased by 146.2%.

- Google Ads CTR: The search click through rate was a strong 22.73% thanks to precise targeting and engaging ad content.

- Google Ads Conversions: Increased by 51.9%.

- Google Ads Revenue & ROI: Revenue consistently increased achieving an overall ROI of 300%, maximising the return on investment.

Additional Outcomes:

- Enhanced awareness of the three resorts among local and interstate travellers.

- Strengthened the resorts' digital presence.

- Improved data insights, enabling data-driven decision-making for future campaigns.

Our collaboration with The Federation of Community, Sporting and Workers Clubs highlights the effectiveness of a strategic digital advertising approach in the hospitality sector. By leveraging targeted messaging, optimised ad strategies, and robust performance tracking, FCSWC successfully increased bookings and broadened awareness of their resorts. The results underscore the value of a tailored Google Ads campaign in connecting with diverse audiences and achieving measurable growth in the competitive travel and accommodation market.