Case Studies

	Client: Buena Vista Hospitality Group Site URL: www.bvhg.com Campaign Date: June 2007

$8,000 in Hotel Reservations in 24 Hours

Advanced Pay-Per-Click Program Focuses on Conversions, Tracking Web Events and Phone Calls

HISTORY
Buena Vista Hospitality Group, an international resort development and management company, acquired an internationally branded hotel property in the Fall of 2006.

The luxury 1,120-room property, International Plaza Resort and Spa in Orlando, has all of the inviting features a guest could ask for: on-site spa, concierge services, and access to all of the major theme parks in the area as well as the convention center.

CHALLENGE
Now with a new name, the International Plaza Resort and Spa needed to spread the good news of the acquisition. Buena Vista Hospitality Group partnered with .Com Marketing for our hospitality expertise to manage their paid search engine marketing using an advanced Pay-Per-Click (PPC) conversion campaign that not only tracked visitor's paths when they landed on the site, but also recorded phone calls generated to the reservations line from the pay-per-click campaign. The goal for this campaign was to drive traffic to the website, and convert those visitors into booked rooms (revenue) for the hotel.

PROCESS
An advanced platform of Pay-Per-Click campaign management was utilized for International Plaza Resort and Spa. This PPC technology specifically focuses on exact conversion actions and reporting. We were able to track and record phone calls, emails, reservations and other web events (such as newsletter sign ups), and other specific conversions from all visitors that clicked through the PPC campaign.

Performance is a key factor in any PPC campaign, and one of the advantages of using this advanced platform is that we optimize the bids for keywords and phrases that drive the most conversions (phone calls, reservations, etc.) and eliminate any keywords that aren't producing revenue. Thorough keyword and keyword phrase research went into the BVHG campaign for the promotion of International Plaza Resort and Spa. Coupling a PPC campaign with SEO tactics also improved search engine rankings in the organic search to strengthen name recognition for the new brand.

RESULTS
The search engine marketing campaign launched on March 1, 2007 in sync with a website redesign to signify the hotel's new name. Within 24 hours the hotel received more than $8,000 in online bookings through the PPC campaign. As recorded in the reporting tools, International Plaza Resort and Spa received 43 online reservations and 301 calls in just 20 days.