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How a Hospitality company decreased ad cost by 25% using the right conversion tracking method

Hospitality
7 February 2020
#Hospitality #DigitalMarketing #ConversionTracking

About Client

An Indian based company who provides luxurious holiday destinations and holiday plans which are customised for the members from start to finish of the journey. They have resorts all over India and offer plans and memberships.

Problem statement

They were not aware of the actual revenue from the sales since they were using the basic conversion tracking and were not sure about how to improve performance because of the lack of proper conversion tracking data. The keywords used had low click-through rates and low-quality scores.

Solutions

SignOn created a whole new digital strategy for them which included:

  • Installing proper conversion tracking: Conversion tracking showed what happens after a customer interacts with the ads -- whether they purchased a product, signed up for a newsletter, called business, or downloaded the app. When a customer completes an action that is defined as valuable, these customer actions are called conversions.
  • SignOn contemplated on better keywords and ads on driving leads and sales, which aided in maximising a better ROI.

Configuration and Deployment timeline - 1 Months Study, 2 Months Deployment, 1 Month Transition Time to Go Live - 3 Months from Contract

Results

SignOn used conversion tracking to clean data that showed the direct results of the campaigns run by them and which opened up new opportunities for the growth of the company.

  • Decrease of 25% in ad costs that generated 75% more revenue

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