3. BACKGROUND INFORMATION
Ladera Resort is an unique, luxurious resort found on the volcano ridge-line of St. Lucia in
the Caribbean. Ladera.com, their website, serves to inform and persuade visitors with
pricing options, romance packages, offered services, and graphics utilizing its location and
landscape to give its potential customers an idea of what a stay at Ladera would look and
feel like.
With thirty-seven rooms and suites offering a plethora of amenities, dining options, and a
scenic view of the Pitons alongside Caribbean Sea, this hotel is looking to reach and
convince vacationers, honeymooners, and travelers alike to spend a spell relaxing and
enjoying their tropical getaway.
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4. 4
Retired Married Couples
Newly Engaged Couples
Honeymooners
TARGET AUDIENCES
A newly married couple seeking to indulge and relax after their
wedding day. Massages, dining on delicacies, in-room hot tubs - this
couple is looking to live out the escapade of their dreams.
With the children moved out and a comfortable 401k to cash out
on, this couple is looking to live out their retired years and
anniversaries in luxury and romance.
Looking for an intimate wedding location with an unmatched
setting, this couple is in search of the most unique venues with the
most comprehensive wedding packages available.
5. LANDINGPAGES
Homepage
Featuring current specials, recent customer reviews,
and a brief background of the resort, this page serves
as the welcome page for most new visitors.
Weddings
Honeymoons & Anniversaries
With a resort ideal for romance and relaxation, this
landing page let's Ladera communicate its
honeymoon specials and anniversary getaways to the
young and established couples.
For the wedding planners and brides-to-be, the
'Weddings' page includes information on the multiple
locations, packages, and services Ladera offers to
make their special day perfect.
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6. Rates & Specials
Accomodations
Providing additional information on the types of suites
and amenities offered, this page ensures the website's
visitor can explore and compare the rooms available
for reservation.
LANDINGPAGES
For the visitors who are interested but not yet sold on
making a reservation at Ladera, the 'Rates' and
'Specials' allows for potential guests to view various
pricing options, meal plans, and updated specials.
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7. CORE FUNCTIONALITIES 7
Book Now Button
Present at the top right of every
page, 'Book Now' let's visitors
easily begin to reserve their stay
at Ladera
Contact Us
Allows the resort to provide website
visitors with the ability to reach out directly
for questions, concerns, and reservations.
Email Signup
Potential guests can sign up for exclusive
offers and seasonal packages while
Ladera collects an email list to market to
and inform.
Social Media Pins
Buttons to the different Ladera social media
pages for users to stay updated on the resort's
posts and updates.
Website Tabs
The tabs allow the resort to group potential
audience interests together for easy
navigation.
8. MACRO GOALS
Build brand awareness to increase
number of website visits; increase
new website visitors
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What is the Macro Goal?
Get a visitor to book a reservation via the Ladera website.
Engage website visitors with offers,
packages, and display graphics
'Book Now' selected, dates booked,
suite and room-package chosen
Credit card information filled out and
reservation confirmed
9. MICRO GOALS 9
Watch a video or 3D Suite Tour
Signup for Email List
Some Micro Goals a visitor might encounter on Ladera's webiste:
Spend > 5 minutes on 'Weddings' page
Interact with Social Media pin
Click 'Learn More' on Special Offer
Duration Goal(s)
Event Goal(s)
Pages Goal(s)
Three or more pages visited in one session
10. GOAL SETUP 10
1. In your Google Analytics account, go to Admin > View > Goals > + New Goal
2. Under Goal Setup, select a "Place an Order" as a revenue template
3. In Goal Description, name your goal and set goal "Type". In this instance, we are
creating a "Destination" goal.
4. Under Goal Details, include a link to a "Thank You" page as the destination, ensuring
a conversion is made when visitors are routed to said page following making a booking.
Setting up goals in Google Analytics allows for the
segmentation and tracking of conversion points that
Ladera deems valuable to its business. Having the
capability to analyze the macro and micro goal
conversions will give the resort insight into where their
audience clicks, what they most often view, and how the
website can be better optimized to trigger a conversion.
In order to setup a goal in Analytics, you must:
11. Filtering data allows you to view your data in specific segments catering to certain
exclusions and inclusions based on location, campaign, audience, and more. In order to
filter data by region for different regional sales managers, for example, you would:
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1. In your Google Analytics account, go to
Admin > View > Filters > + Add Filter
2. Name your filter (i.e. North America)
3. Select Custom Filter Type
4. Select Include as your Filter Action and
Country as your Filter Field
5. Fill Filter Pattern with the countries in the
region you wish to filter (i.e. Canada|United
States|Mexico)
FILTER SETUP
12. AWEDDINGCAMPAIGN
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Targeting their newly engaged audience primarily, I recommend
that Ladera enact a campaign focusing on their wedding
packages and services. With a colorful and picturesque
landscape, the resort can use photos and graphics to display
their exotic venues and vibrant decor. Through channels including
Pinterest, Email, and Google Adwords, Ladera's advertisements
will highlight its views and deals, ultimately taking click-through
users to the landing page:
https://www.ladera.com/weddings.html.
Through their email list,
Ladera can send
promotions and new
specials directly to its
audience and cater to
specific tastes.
Pinterest has unmatched
capabilities in aesthetic
communication, as well
as sponsored pin options,
ideal for Ladera to
display their biggest
selling point: their views.
The resort can bid on
keywords to show up in
searches made by
future brides and
wedding planners.
13. Utilizing Google's URL Builder, Ladera can track the success of
its ads by channel. As the campaign continues, the conversions
occurring through each channel will give insight into how
specific ads can be improved, which ads receive the most
engagement, and where their ROI is coming from.
URLBUILDER
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https://www.ladera.com/weddings.html?
utm_source=Google&utm_medium=cpc&utm_campaign=Ladera%20Weddin
g%20Campaign
https://www.ladera.com/weddings.html?
utm_source=email_promo&utm_medium=Email&utm_campaign=Ladera%20
Wedding%20Campaign
https://www.ladera.com/weddings.html?
utm_source=Pinterest&utm_medium=social&utm_campaign=Ladera%20Wed
ding%20Campaign
In the long term, the URL
Builder will allow Ladera to
capitalize on all digital
marketing efforts through each
channel it decides to pursue.
The URLs for this campaign through
the three selected channels are:
14. New vs. Returning Visitors:
14KEY VISITOR METRICS
Session Duration
Bounce Rate
Sessions Per User
Page Views
Tracking new versus returning website visitors helps Ladera understand how visitors
interpret and act on the site's content, as well as why the come to the site, so that the
resort can help push visitors to conversions faster.
The hotel can see the average number of times a visitor comes to their website
before making a reservation or inquiring, allowing possible actions such as creating
a more urgent-feeling special on the homepage.
Ladera can have insight into how long a visitor usually stays on a certain page, or
their website overall, and make changes to ensure their site is easy to navigate and
understand.
Shows where visitors arrived at the site and didn't interact, signing that Ladera should
take effort to catch the visitors' attention better.
Helps understand where visitors spend time often or continually return to.
15. RECOMMENDATIONS
Ladera's digital success is largely dependent on their use of Google Analytics to
optimize their website, ads, and online presence. For this reason, I recommend that
the St. Lucian resort immediately implement Google Analytics into their marketing
strategy and set macro and micro goals to the ideal target audiences. As soon as
established goals, filters, and URLs are ready to collect data, Lardera must begin its
first campaign on Wedding packages and offers, targeted primarily at recently-
engaged couples through channels such as Pinterest, email promotion, and Google
AdWords. Lastly, Ladera needs to monitor key metrics that provoke action to achieve
more or faster conversions.
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With Google Analytics set up, the tropic-surrounded hotel can have a more manageable
and informed hand on how it reaches visitors and converts them to guests.
17. CAMPAIGN TARGETS
Newly Engaged Couples
23-34 years old, young and adventurous, won't settle for
anything less than a dream-wedding, in search of unique
places for a venue
Honeymooners
23-34 years old, have the funding to splurge on
amenities, looking for a priavte getaway, romance-
oriented
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18. LADERA VS. COMPETITION
Sugar Beach, A
Viceroy Resort
Marigot Bay
Resort and Marina
COMPETITIORS
LADERA
5 star hotel
4.5 rating
Avg. price/night: $399
4 star hotel
4.7 rating
Avg. price/night: $422
5 star hotel
4.6 rating
Avg. price/night: $706
Cap Maison
Resort & Spa
Ladera's suites each offer unique, open wall
concepts perched among the Pitons with
personal hot tubs and an attentive staff at all
times. Additionally, Ladera caters to a private,
romanic atmosphere dedicated to making your
wedding or honeymoon perfect, while other
nearby resorts have a more family-friendly
environment.
4 star hotel
4.9 rating
Avg. price/night: $489
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19. MARKETING CAMPAIGN
OVERVIEW
The implementation of Google AdWords will help Ladera best market their resort in a
campaign through targeted keywords. Tailoring towards honeymooners and recently
engaged couples looking to plan an exotic and intimate wedding, a campaign focusing
on the romantic and luxurious packages, specials, and services offered will help pull
visitors to Ladera's site and encourage them to make bookings. To get a jump on the
summer and fall wedding seasons, as well as
capitalize on the climate's seasonality, this
campaign will be run during the months of
March, April, and May. With many young couples
looking ahead for a relaxing vacation or tropical
wedding ceremony, a campaign focusing on a
romantic, high-end getaway will place Ladera
on the short-list for the ideal escape.
Additionally, the resort could run another
campaign during the fall advertising a warm
climate to escape from the cold winter.
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20. ADWORDS CAMPAIGN
Ladera's AdWords Strategy will be centered around the primary goal of increasing the
number of reservations made for weddings and honeymoons through the Ladera website,
with a secondary goal of increasing traffic to the site to drive brand awareness.
The campaign, entitled "Romance Campaign", will feature two Ad Groups: newly-engaged
couples, who are searching for their dream wedding venue, and honeymooners, who are
looking for the peak possibilities in luxury and relaxation.
Account:
Ladera.com
Campaign:
Romance Campaign
AdGroup 1:
Newly Engaged Couples
AdGroup 2:
Honeymooners
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21. ADWORDS CAMPAIGN
Newly Engaged
Couples
MATCH TYPEAD GROUP KEYWORDS
Honeymooners
Exact Match
Phrase Match
Broad Match
Negative
Exact Match
Phrase Match
Broad Match
Negative
[St Lucia honeymoon], [Saint Lucia honeymoon],
[Ladera Honeymoon]
- honeymoon a budget, - cheap honeymoon, - family
vacation st lucia
tropical honeymoon, exotic honeymoon, couples resort
"beach honeymoon", "island honeymoon", "island
honeymoon packages", "couple honeymoon Caribbean"
tropical anniversary, island anniversary, anniversary
getaway
"island wedding", "St Lucia resort wedding", "St Lucia
wedding venues", "Caribbean resort wedding packages"
[St Lucia wedding venue], [St Lucia resort wedding],
[Ladera wedding], [Caribbean wedding]
- cheap wedding, - indoor wedding
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23. MONTHLY SPENDING BUDGET
Romance
Campaign
MONTHCAMPAIGN
March
April
May 50%
20%
30%
TOTAL BUDGET OVER 3 MONTHS: $24,000
$4,800
$7,200
$12,000
PERCENTAGE AMOUNT
Ladera should allocate 20% of its budget to the first month of the campaign as it
tests how its ads are received and how keywords can be improved. For May, the third
and final month of the Romance Campaign, 50% of the budget should be set aside
as the weather approaches its warmest season and wedding and honeymoon
planning are in full swing. This leaves 30% of the budget for April, increasing Ladera's
bid from March with a bump in impressions as summer approaches.
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24. ABOUT THE CAMPAIGN
This campaign will occur only through the Google Search Network, appearing on all
Google search-related websites to reach audiences of honeymooners and newly
engaged couples between the ages of 23 and 34. Using keyword bidding to increase
Quality Score and ad relevance, the ads will be programmed to drive clicks through CPC
bidding and geo-targeting at a 100-mile radius around major North American cities.
Extensions such as app, price, and location extensions will also be utilized to reach users
in real-time as well as boost Quality Score, relevance, and click-through rate (CTR) .
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25. PROJECTED PERFORMANCE 25
Romance Campaign
Ladera's Romance Campaign is projected to have 283,000
impressions and 21,400 clicks, with a click-through rate
(CTR) of 7.5% and an average cost per click (CPC) of $1.13.
$24K21,378 283K
21,378 $24K
26. SUCCESS METRICS & ROI
Actual Bookings from Campaign = 1.2% = 256
bookings
Average Number of Nights Stay: 3
Revenue per Night's Stay: $347
Average Revenue per Stay: $1,041
Expected Campaign Revenue = 256 bookings X
$1,041
= $266,496
Spend = $24,000
Expected Revenue = $266,496
ROAS = 10.104
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27. FINAL RECOMMENDATION
I recommend that Ladera implements this Google AdWords campaign, Romance
Campaign, from the months of March to May to reach the target audiences of young
engaged couples and honeymooners. With a spend of $24,000 on this three month
campaign, Ladera can expect to see a 10.104x Return on Investment with roughly 1.2% of
clicks converting and an average revenue of $1,041 per stay. With the implementation of
Google Analytics and Google AdWords, Ladera can use its website, metrics, and
advertisements to quickly become a stand-out resort amongst its competitors on St. Lucia.
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