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Integrated Marketing with Screen Pilot

Digital Marketing The Omni-Channel Way

Theory

La Cantera Resort & Spa sits high atop the rolling hills and manicured grounds of the Texas Hill Country. The resort offers authentic experiences for guests, whether it’s relaxing in an exclusive pool cabana or discovering the hidden wonders of the region.

The property works to execute a wide spectrum of digital marketing efforts and advertisements for branded terms, non-branded terms, on-site spa terms, and restaurant and weddings terms. When running so many ads, it’s no surprise that a priority to make sure the dollars are spent on the best audiences with the right messaging is paramount, so spending time experimenting on ad copy and audiences to find the right users at the right time with the right message is an ongoing effort.

La Cantera Resort and Spa focuses on improving engagement with its ads, looking at CTR, CPC and ROAS in PPC and getting new traffic to the website through Facebook ads. The use of retargeting has allowed the property to bring these new users back to the site and continue to engage with its booking engine to book their stay.

Idea

On Facebook, brand awareness audiences made up of frequent travelers in La Cantera’s top fly markets (which include locations like California, Colorado, and Florida) are used in each flight. Most recently added – users who have an interest in San Antonio and the Texas Hill Country to reach users who are already familiar with the resort’s location and ensure more qualified traffic. La Cantera also retargeted website visitors who are also parents for its family summer vacation ads.

In Google, brand campaigns are targeting the United States and Canada while unbranded efforts focused on users with top 10% income over the age of 25. With the use of In-Market for Search Audiences, La Cantera increased bids on users that are in-market to travel to San Antonio.

The first step in research was to determine which type of ad copy is best suited for which audience. Experiments with offer-based ads, experiential-ads and standard location and official site ads were performed. That test ran for multiple weeks and it was determined that the offer ads performed poorly while the experiential ads were the most engaging amongst our luxury brand shoppers.

New experiential ads were created within both brand and unbranded campaigns while pausing all offer based ads. After letting these ads for many months, La Cantera analyzed where the conversions were coming from. Looking at location, demographics and income, they were able to determine where they wanted to spend the bulk of the funds and then allocated budget to top performing campaigns and audiences. La Cantera broke out specific campaigns tailored to local Texans, offering them Texas resident only specials and personalized, local ad copy. Then, they created a new campaign exclusively for returning users on the Google RLSA list, allocating additional funds for high ROAS, as well as messaging that connected with users that have already been to the website.

While these ads ran, the team continued to make optimizations to bids and budgets based on audience changes through seasonality of the property. Additionally, adding on new Google Betas opportunities like “In Market” and “Custom Intent” audiences, which allow the targeting of users who have a specific intent in mind, such as searching “hotels or resorts in San Antonio, TX”.

The key objective in messaging was to highlight the experiences at the resort, such as custom spa treatments, scenic vistas, memorable moments and amenities on-site at the resort. Instead of pushing 15% off in the ads, the goal was to connect with users who were not price shopping, but instead, looking for a luxurious vacation for their family or romantic escape. By breaking out keywords for romance, family, resorts, etc., La Cantera was able to customize and personalize the messaging to appeal to their interests and needs.

Result

On Facebook, leisure ads drove over 9,000 clicks to the website with over 2 million impressions from January 2018 – June 2018.

On Google, conversions increased by 117%, driving 1,171 bookings compared to 538 last year.

Revenue increased $144k from $324k to $790k.

Engagement on the ads increased by 65%, increasing the CTR from 11% to 18%, as well as lowering CPC by 34% ($1.4 to $.92).

ROAS increased 112% (677% to 1441%.)

Google Display ads increased in conversions by 142% (63 vs 26), while increasing CTR by 65% (.35% vs .21%).