A boutique, organic hotel & spa was already running paid advertising on Facebook. While they were receiving millions of impressions, they weren’t getting the results they wanted: booked rooms and spa appointments.
After further investigation, the overall click-through-rate (CTR) was below 0.5% with multiple campaigns optimized for traffic. The hotel ad was optimized for website traffic and had a call to action (CTA) that read “Book Now”. This ad had a high CPC and minimal clicks. The spa ad was optimized for calls and had a call to action that read “Call Now” with low CPC and minimal calls.
This data shows there is little interest booking a room through the hotel ad, but there is interest in the spa ad, however customers do not follow through to make the call. By changing the optimization and CTA on the spa ad to website traffic and “shop now”, CPC was significantly reduced and thus more website traffic was generated to the spa booking page. The audience was more inclined to book online than to call.
To even more efficiently spend our advertising dollars, the hotel ad was changed to profile/page traffic with a CTA that read “follow us”, lowering the CPC and increasing new followers. This reduced any barrier to entry created by the “book now” CTA and allows the user to interact with the business without a hefty price tag. After following the page, there is opportunity for multiple touchpoints (through organic content) between now and when they are ready to book their next vacation, keeping this boutique hotel top of mind. Overall page CTR increased to over 3%.
