Case Study: Atlanta Hotel Pay-Per-Click Campaign
The client wanted to focus one of their PPC campaigns on meetings near Atlanta, Georgia. Their current meetings PPC campaign led visitors to the hotel's meetings page but it mentioned nothing about meeting spaces near Atlanta. The message was initially there and people were clicking, but the actual content was lacking - the ads had a 94% bounce rate!
Completely revamp the hotel's meeting page to feature meeting spaces near Atlanta. This meant new keyword research, copy writing, and overall optimization to create quality content that complemented the meetings PPC campaign.
First, the already existing campaign was paused after discussions with the client. Once the campaign was paused, keyword research and copy writing was completed for the new page. Once the page was complete and approved by the client, the PPC campaign was relaunched to hopefully start driving the right visitors and supply the correct information.
The bounce rate decreased immediately to 74% (20% decrease!) and the CTR was around 1.9%. The bounce rate has continued to decrease overtime as well.