Casa Dorada Los Cabos is luxury resort in a competitive location Cabo San Lucas.
The challenge was to have a competitive campaign that would generate higher profitability for the clients and overall good results. We decided to take advantage of the access to real-time rates on the client`s booking engine, and connect Google Ads campaigns to the API that allowed us to show dynamic rates on text ads using ad customizers.
Rates shown are the lowest, unrestricted rates in the following 30 days and updated every 12 hours. They were placed in two different placements inside the text ads: Headline 2 and Description line 1. Those ads were running at the same time as regular ads, which allowed us to make an accurate comparison among the 3 types of ads.
Main results from July 2019 to January 2020:
•Ads with dynamic rates on description show 4% higher CTR than regular ads (23.2% vs. 22.3%).
•While ads with dynamic rates on headline show significantly lower CTR (77%) than regular ads (5% vs. 22.3%), they do have 76% higher Conversion rates (4.14% vs 2.35%) – concluding that users auto-exclude themselves when the rate is prominent on the ad, but the ones that do click, are more likely to make a reservation.
•Ads with dynamic rates have generated more than 15% of the Paid Search bookings for a 7-month period.
•Since starting to use dynamic rates, bookings from Paid Search have increased by 85% YoY and 46% vs previous period [Jul2019-Jan2020 vs Dec2018-Jun2019]
TRAVELCLICK, AN AMADEUS COMPANY
Location: United States
About the Agency: