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Accor Hotels is a global hotel operator and the company aimed to improve its digital marketing performance to increase the amount of traffic, CTR and brand recognition. Thus, using different ad extensions to the Google Ad Campaigns, Accor was able to deliver the right message to the customers, capture their attention in the highly saturated online hotel market, and consequently, increase conversions and CTRs.
Objective
Increase online traffic, CTRs, and conversions.
Platforms
Google AdWords
Strategies Used
Ad extensions (sitelinks, callouts, structured snippets, image extensions, social annotations, review extensions, and form extensions)
Results
Increased CTRs and conversions through various ad extensions.
Staying competitive in the online travel booking landscape and capturing customer attention amidst numerous competitors.
Ad Extension Experimentation
Tested different ad extensions on high-volume campaigns.
Successful Extension Rollout
Expanded the use of high-performing extensions across campaigns and markets.
Implemented a comprehensive ad extension strategy across multiple campaigns.
Increase in CTR using Call Extensions
Increase in CTR using Local Extensions
Doubled CTRs on enabled AdWords ad groups using Sitelinks and Image Extensions
Increase in CTR using Social Annotations on brand terms
Increase in CTR using Review Extensions
Increased incremental conversions by using Sitelinks and Form Extensions
Ad extensions proved to be useful in the case of Accor Hotels as it helped in improving the online advertising strategy. These ad extensions enabled the viewers to learn more about the particular brand and prompted them to do something. This led to some enhancements on the CTRs and conversions that could be easily observed. The above case study therefore shows how ad extensions can be useful in engaging the customers. It also captures how the brand was able to deliver business objectives in the rather saturated sector of hospitality.
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