Health Complex Tustan is a 4-star hotel located in a picturesque corner of Western Ukraine, the resort town of Skhidnytsia, Lviv region. The hotel has been operating and developing successfully for a long time. On site, you will find an SPA-complex, a medical center, a pump room with mineral water and many other interesting activities for the whole family. The hotel offers its guests 45 comfortable rooms of various categories.
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Hotel and recreation complex in the Carpathians
We started our cooperation with the Tustan hotel complex by conducting an SEO audit of the website and developing a plan to help this business. After analyzing the advertising campaigns in Google Ads, we uncovered that just a few launched, and only some yielded results, so we turned off the rest and focused on the selected ones.
One of the key advertising campaigns was targeted to competitors' keywords and brought good results. In this campaign, we increased our budgets, adjusted our ads, and changed our keyword types to ensure a continuous flow of off-season customer service. The graph shows the number of conversions, clicks, and impressions in the last two months.
We monitor the work of advertising campaigns daily, deleting negative keywords and changing bids accordingly to the market.
After several months of successful and profitable Google advertising, the owner asked to launch Facebook / Instagram advertising to offer new customers for his holiday complex Tustan.
We integrated Facebook Pixel into the website to track customer actions. We set up events: visiting specific pages, tapping phone numbers, booking a room, etc. After setting up the event, it was possible to create various funnels for advertising campaigns.
Video advertising is a fantastic tool because of how much it attracts people and can be spread on the Internet in a matter of days. To maintain the Facebook Ads campaign, we created a commercial video getting thousands of views.
Google Ads and Organic Search bring the website about 30,000 visits, which is why we removed the cold advertising campaign from the funnel. The retargeting campaign and the Look-a-Like campaign became the main ones.
It was reasonable to create two audiences for the retargeting campaign: all website visitors and users who visit the booking page. As the holiday season began, the retarget was in full swing to constantly remind of the Tustan Hotel.
Also, we created a general audience for the Look-a-Like campaign - users similar to those who made a reservation and ones who called the hotel for a consultation or reservation. It was the most targeted audience, so based on this, we created two other Look-a-Like audiences with similarities of 0-1% and 1-2%, and two separate advertising campaigns launched for better optimization and analysis of results.
In the first month of advertising, we received about 17 calls, 8 bookings, and an enormous amount of clicks on the booking form. Also, we received lots of comments with questions and messages on Facebook Messenger. And this is a crucial aspect when promoting your product or service on Facebook and Instagram, because customers often go to the video and like it, comment, go to the main page of the campaign on Facebook and ask questions. And it is vital to respond immediately to such requests, as a potential customer may find it convenient to make a purchase or book a room in the correspondence mode.