Crerar Hotels PPC

Our Solution

To ensure Crerar was well placed to capture the anticipated traffic, a number of elements were focussed on. 

Budget forecasting was carried for all locations to showcase the current traffic against the available traffic, utilising benchmarked data to show the anticipated KPIs. Based on this, additional budget for each property was optimised to push for this traffic.

Ad creatives were adjusted in-line with the new seasonality. Messaging was adjusted to focus on the spring / summer market, whilst the ‘Staycation’ push was heavily featured to drive domestic bookings.

Keywords were expanded for all brand and location terms to include ‘Staycation’ terms, capturing any demand for this alongside each location.

This was all supplemented with an always-on paid social remarketing campaign, targeting non-converting site visitors with highly engaging imagery and copy to drive return visits and bookings.

The key adjustments were -

• Budget forecasting to anticipate search demand
• Budget / bid adjustment based on property availability
• Geographical targeting expansion in line with the domestic market (expansion to SE England to capture long-stay bookers)
• Keyword expansion to the ‘Staycation’ market
• Ad creative expansion with tactical offers, ‘Staycation’ messaging and ‘now open’ content
• Remarketing paid social activity to capture undecided users