We started out by getting a detailed understanding of Ananda’s business particularly it’s offerings, type of clients, competitors and what made them unique from their competitors. We gained a good understanding of their digital and offline activities to get a full picture of the booking cycle and their current ROI. During this process we answered key questions such as:
What packages sell the most from the UK?
Typical demographic of a UK customer (age range, gender, marital status, income range etc.)
Average value of a package sale from UK
Estimated cost per conversion (or CPA) for each package currently sold
Breakdown of sales sources: Direct online v/s tour operators v/s direct calls to the resort
Details about their existing marketing activities
Website and other metrics
The paid search campaign began with an extensive keyword research to:
Identify previously untapped keyword opportunities
Avoid keywords not relevant to the UK market
Determine volume of searches related to Ananda’s offerings
Estimate bids for the main keywords
The campaign set up involved all the standard tasks and best practices of paid search campaigns. To ensure we were able to track each conversion arising from our campaign, we set up events and conversion pixels that tracked various lead generation activities such as enquiry form submissions, email link clicks , visits to the contact us page and of course any bookings.
With an average price of an Ananda experience being approximately £800 per night, it takes a fair amount of enquiries, website visits and interactions before a booking is made. Therefore we understood that a conversion goal of acquiring a lead was a more meaningful metric to track against as opposed to just bookings.