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Accor PPC

Challenge

  • Increasing complexity of consumer journeys with greater number of digital touch points and more “noise”. Retaining business and acquiring new customers is becoming harder and harder
  • Aggressive competitor bidding on Accor Hotel’s brand terms, as well as generics. Brand keywords appearing competitor’s ads affecting CTR
  • Higher price sensitivity of customers seeking better value for money

How can we ensure YoY growth while making the campaigns more cost effective? Most importantly, how can we protect Accor Hotel’s brand space from aggressive competitive bidding?

Solution

  • Maintained 100% visibility on brand terms to boost customer loyalty efforts & increased brand appeal with extensions, trade mark symbols and seller reviews
  • Development of a very granular account structure to boost relevancy: 38 accounts, over 3500 campaigns, 80,000 ad groups, approx. 1.4 million keywords and over 400,000 ad copies
  • Used the latest technology on bid management to optimize spend while increasing exact match traffic to release pressure from CPCs
  • Maximized visibility of key USPs, prices and promotions on ad texts to boost traffic quality

Results

+0%

traffic

to Accor websites

+0%

YoY

increase in impressions

+0%

YoY

revenue increase

 

NetBooster manages the Accorhotels.com UK PPC activity both professionally and efficiently. Despite a complex customer journey and strong competition within our sector, we have not only achieved our annual objectives but we have also secured a stream of new business for through the paid search channel. For us ROI is the number one factor to consider and the team really supported us in ensuring our investments were made at the right time in the right places! Our great results were only achievable thanks to the wealth of expertise and knowledge demonstrated by the team at NetBooster. We remain impressed at their market knowledge and connections which in turn really benefits our campaign development. New opportunities are proposed to us on a regular basis and we really appreciate the attention our campaigns receive. I would highly recommend NetBooster to companies looking to grow their digital business. 

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