Digital Marketing
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Ye Olde Bell Hotel and Spa
Ye Olde Bell is a four-star luxury hotel and spa located in Nottinghamshire. It offers corporate and leisure accommodation as well as conference, events, and wedding space and has an award-winning luxury spa. It’s a privately owned hotel with a strong heritage in the area.
Where
they were
Following a big focus on activity for the Spa at the hotel, the team needed to expand their marketing activity to support their drive for more wedding enquiries. Keane set up and launched Google Ads campaigns to achieve this objective, and the results delivered exceptional ROI.
More info here https://keanecreative.co.uk/case-study/ye-olde-bell-google-ads
Where they
wanted to be
Having seen the success of the Wedding focused Google Ads campaigns, and being confident in the expertise offered by Keane in the management of the campaigns, without the need for constant updates /sign offs from the Ye Olde Bell team, they wanted to explore Google Ads further for the other areas of the hotel, including Spa & Stay, Corporate bookings and Christmas.
The
Result
- 37% increase in website traffic
- 64% of all enquiries generated through Google Ads
- 43% of total online revenue attributed to Google Ads
How we got there
Expanding the opportunity
Following the success of the initial Google Ads campaigns, we identified an opportunity to use the same data-led approach across more areas of Ye Olde Bell’s offering.
Rather than treating the hotel as one audience, we developed campaigns around specific commercial opportunities, including Spa & Stay packages, corporate bookings and Christmas, allowing each campaign to target people with a clear and relevant reason to book.
This meant we could tailor the messaging, targeting and campaign strategy around the different motivations of each audience, whilst continuing to build on the foundations established through the original campaign.
Targeting high-intent audiences
Each campaign was built around the people most likely to convert. We used location, search behaviour and audience intent to reach potential customers at the point they were actively researching spa breaks, corporate accommodation and events, or Christmas experiences.
Detailed keyword research helped us identify the searches with the strongest commercial potential. We refined campaigns around relevant terms and used negative keywords to remove irrelevant traffic, helping make every click and every pound of budget work harder.
Structuring the campaigns
With the account now backed by enough historical performance data, we were able to move away from relying heavily on Performance Max and take a much more granular approach to campaign structure. We built six Search campaigns, each with multiple Responsive Search Ads, alongside two Performance Max campaigns, with each Search campaign focused on a specific service or commercial opportunity. This allowed us to be far more targeted with keywords, ad messaging and budgets, matching the campaign to the exact intent behind each search.
Negative Keyword management
A major focus was also placed on negative keyword management and campaign segmentation. We continually refined search terms to remove irrelevant traffic and, importantly, prevent campaigns from competing against or cannibalising one another. This gave each campaign a clear role within the account, helping us direct budget towards the most commercially valuable searches whilst maintaining control over where and how the ads appeared. The result was a more deliberate, data-led account structure, using Performance Max where it added value whilst putting greater emphasis on the control and intent available through Search.
ContinUous optimisation
Granular conversion tracking across key user journeys allowed us to measure meaningful actions and identify which campaigns, audiences and searches were contributing to business enquiries and bookings. This gave us the insight needed to regularly refine search terms, targeting, messaging and campaign types, shifting budget towards the activity generating the strongest commercial intent. This also meant Ye Olde Bell had greater visibility over the return being generated from its Google Ads investment.
Ability to flex campaigns for budget or demand
By separating each area of the hotel into its own campaign, we can target its specific audience and give every part of the business focused visibility. Budgets, targeting and messaging can then be adjusted according to Ye Olde Bell’s commercial priorities, demand, seasonality and performance, creating a scalable PPC strategy rather than a one-off campaign.
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