Case Study: Digital Advertising for Catania Hospitality Group
Catania Hospitality Group manages a collection of successful restaurants, resorts, and spas on Cape Cod, Massachusetts. With a steadily growing business, they have little time to devote to advertising. Catania turned to Mondo to help maximize internet presence and continue sales growth.
Catania’s Adwords campaigns were bringing in prospective customers, but at a very high price-per-click. How could we maintain, or better yet raise, the CTR (click-through rate) of the ads while reducing their overall advertising costs?
Our Google Adwords-certified professionals at Mondo created a robust digital advertising program that saved Catania from unnecessary overspending.
Our digital ad team performed a thorough audit of the existing campaigns, unearthing inefficiencies and outlining areas for improvement.
A restructuring of the campaigns and ad groups helped the ad content correlate more directly with the target and their search queries. We also defined campaigns more narrowly, each with a different purpose and distinct, measurable goals.
Keyword, Content, & Bid Optimization
Through keyword research and ad optimization, Mondo built Google and Bing search ads that were more relevant to what internet users were searching for. We eliminated wasteful keywords that were not directly leading to a return on investment.
Before Mondo swooped in, Catania had no way of knowing if their ads were turning into actual revenue; all they saw was click-throughs. By setting up goals/conversion and linking eCommerce code in Analytics to Adwords, we started tracking reservations and other valuable interactions that come in as a direct result of our search ads. Now, they could see proven ROI.
With the accounts properly set up and optimized, we continue to meet monthly with Catania Hospitality Group to review all accounts and make additional recommendations to maximize efficiency.