About This Project

Advertiser: Greentique Hotels (Costa Rica)

Agency: Prove

• Challenge
o Greentique’s entire new-customer acquisition was done through tour operators, and the hotel chain sought to take control of their future by developing their own sources of customer acquisition, and at a lower cost than online travel agencies (OTAs).
• Approach
o Prove ran test campaigns in Google AdWords, targeting specific user mindsets with ad copy and landing pages designed to prove that customers can be acquired at a lower cost than OTAs.
o This process entailed:
 Keyword List Creation
 Campaign Settings (search, targeted, etc.)
 Geotargets
 Targeted Ad Group
 Ad Copy Recommendations
 Landing Page UX Recommendations
 ROAS Daily Optimization Approach
 Call Tracking and Recording
 Full Metrics Tracking and Reporting
 CRM Synchronization with their Sales Team
• Results
o We were able to prove that Greentique could acquire new customers at an acquisition cost of roughly 25% of revenue – 5-10% lower than OTAs
o ROAS of 4X
o Identified scalable campaigns to further decrease acquisition cost as a percentage of revenue
o Used insights from audience onsite traffic to modify website and landing page UX and increase conversion rates