3. Performance – May 2016
• Overall, May 2016 saw mixed performance across
both Google and TripAdvisor advertising platforms,
both platforms on Google and TripAdvisor performed
slightly below the target ROAS of 10.
• On Google, the figures for Opportunities, Impressions,
Clicks, CTR, and CVR appear healthy. The CTR is 4.17%,
indicating that the ad effectively reaches the target
users.
• On TripAdvisor, clicks appear to be cost-effective, as
shown by the low CPC. However, the CVR is low,
indicating there may be room for improvement in the
landing page and the booking process, or user
targeting.
Google TripAdvisor
Opportunities 3438088 -
Impressions 2093149 -
Clicks 87249 20819
CTR 4.17% -
CPC € 1.39 € 1.08
Cost € 121,682.58 € 22,381.94
Bookings 11973 1343
CPB € 10.16 € 16.67
CVR 13.72% 6.45%
Revenue € 1,161,370.47 € 186,861.85
ROAS 9.54 8.35
5. Performance by Campaign - Google
Search type
# of
unique
hotels
Opportunities Impressions Clicks CTR CPC Cost Bookings CPB CVR Revenue ROAS
localuniversal 1320 2923163 1733078 69565 4.01% € 1.25 € 87,017.64 8997 € 9.67 12.93% € 838,555.10 9.64
mapresults 1319 507692 352913 17675 5.01% € 1.96 € 34,644.24 2975 € 11.65 16.83% € 322,741.08 9.32
placepage 1145 7233 7158 9 0.13% € 2.30 € 20.70 2 € 13.80 16.67% € 74.29 3.59
verification 1321 0 0 0 0 0 0 0 0 0 0 0
Overall 1323 3438088 2093149 87249 4.17% € 1.39 € 121,682.58 11973 € 10.16 13.72%€ 1,161,370.47 9.54
• "localuniversal" has the greatest impact with the highest opportunities and impressions, so we should aim to improve
ROAS by increasing CTR and CVR. Target the audience and create ad copy using relevant keywords that are relevant to
them. In addition, optimize the landing page so that users can easily access the information they are looking for.
• For 'verification', the tracking process needs to be investigated as data collection may not be working.
6. Night Inn - A Night Inn - B
Opportunities 3360958 77130
Impressions 2070877 22272
Clicks 86419 830
CTR 4.17% 3.73%
CPC € 1.40 € 1.12
Cost € 120,753.58 € 929.00
Bookings 11940 33
CPB € 10.11 € 27.84
CVR 13.82% 4.02%
Revenue € 1,157,950.62 € 3,419.85
ROAS 9.59 3.68
Performance by brand - Google
• Night Inn - A appears to have an effective advertising
campaign as it shows high Opportunities and
Impressions, good Clicks and CTR, high CVR and ROAS.
• Night Inn - B has room for improvement, particularly
in enhancing creatives for the target audiences.
Impressions could be improved with more relevant,
engaging, and appealing creative. As a second step,
CVR should be addressed to improve ROAS.
7. Performance by Hotel - Google
• Hotel 4044 has shown high opportunities and impressions, with a high CTR, CVR, and ROAS.
• On the other hand, Hotel 67 and Hotel 4013 have low ROAS. The campaign strategy and targeting should be
reviewed.
• Both Hotel 67 and 4013 has a low CVR, so it is important to improve the LP. By enriching the information, users will be more
interested and more likely to make a booking.
Hotel.ID Opportunities Impressions Clicks CTR CPC Cost Bookings CPB CVR Revenue ROAS
4044 30331 30327 2022 6.67% € 1.49 € 3,015.63 289 € 10.45 14.27% € 43,987.41 14.59
67 26438 26107 1494 5.72% € 1.85 € 2,770.60 115 € 24.03 7.72% € 10,752.86 3.88
1066 17639 16117 625 3.88% € 2.76 € 1,726.91 65 € 26.57 10.40% € 11,333.08 6.56
1260 19036 14150 560 3.96% € 2.80 € 1,570.54 59 € 26.85 10.45% € 7,395.72 4.71
4280 8102 7952 447 5.62% € 2.29 € 1,025.77 77 € 13.30 17.26% € 9,420.18 9.18
103 8101 7681 383 4.99% € 2.64 € 1,011.82 50 € 20.07 13.16% € 6,902.54 6.82
1251 9483 9385 393 4.19% € 2.46 € 968.04 73 € 13.19 18.67% € 12,039.84 12.44
28 5157 4008 223 5.56% € 4.01 € 893.52 33 € 27.43 14.61% € 6,060.25 6.78
4013 6222 5315 234 4.40% € 3.71 € 867.10 18 € 49.55 7.48% € 2,268.30 2.62
14 7549 7529 334 4.44% € 2.44 € 814.06 47 € 17.15 14.22% € 10,533.44 12.94
8. Day of week Clicks CPC Bookings ROAS Revenue
0Sunday 11,750 € 1.33 1723 10.01 € 156,142.04
1Monday 11,535 € 1.54 1593 9.55 € 169,240.46
2Tuesday 12,424 € 1.53 1772 9.51 € 180,857.36
3Wednesday 9,870 € 1.50 1335 9.06 € 134,228.58
4Thursday 10,797 € 1.45 1639 10.21 € 159,581.66
5Friday 15,395 € 1.34 2041 9.53 € 196,396.43
6Saturday 15,478 € 1.18 1871 9.02 € 164,923.94
Monthly Progression
• Overall, there appears to be an upward trend in ad spend and
revenue towards the end of the month.
• Despite spikes in clicks on 27 and 28 May and on 21 May, the CPC was
low, indicating the efficiency of the ad campaigns.
• Bookings and ROAS remained high on Fridays and Saturdays. This
suggests that demand is higher at weekends and advertising tends to
be more effective. It may therefore be beneficial to adopt an
advertising strategy that focuses on weekends.
Clicks
10. Performance by Campaign - TripAdvisor
Placement
# of unique
hotels
Clicks CPC Cost Bookings CPB CVR Revenue ROAS
US-DMeta 909 10532 € 1.45 € 15,224.17 925 € 16.45 8.79% € 140,567.50 9.23
US-Mobile 798 8877 € 0.74 € 6,549.68 387 € 16.91 4.36% € 43,299.01 6.61
US-Images 570 1410 € 0.43 € 608.09 30 € 20.18 2.14% € 2,995.34 4.93
Overall 1109 20819 € 1.08 € 22,381.94 1343 € 16.67 6.45% € 186,861.85 8.35
• US-DMeta has achieved high Clicks, CVR, and ROAS results.
• US-Mobile has a high number of Clicks and a relatively low CPC, attracting many users. To improve, we can consider improving the landing
page and the booking process, and/or implementing more targeted campaigns to increase CVRs and ROAS.
• US-Images has a low number of clicks and CPC, indicating poor interest from the audience; CVR and ROAS are also low. Allocating the US-
Images budget to US-DMeta is likely to increase ad efficiency.
11. Performance by Hotel - TripAdvisor
• Hotel 4044 has a high number of Clicks and has a high CVR and ROAS on TripAdviso as well as Google.
• Hotel 689 has a very high CVR and high ROAS. This hotel appears to have effective targeting and creative in its advertising. If there is
anything that can be applied to the creative of other hotels, I encourage to implement this as a best practice for other hotels.
• Hotel 1409 has a high number of clicks and a low CPC, but the CVR requires urgent improvement. Effective targeting and creative should be
improved.
• Hotel 1053 has a high CPC and a low CTR, as well as low CVR. It needs more effective advertising strategies and better keyword targeting
and creative.
Hotel.ID Clicks CPC Cost Bookings CPB CVR Revenue ROAS
4044 747 € 1.92 € 1,435.52 74 € 19.30 9.96% € 14,714.07 10.25
4065 413 € 1.77 € 729.19 37 € 19.71 8.96% € 6,561.57 9.00
1409 1060 € 0.62 € 661.03 12 € 55.09 1.13% € 3,495.18 5.29
689 227 € 2.14 € 486.46 34 € 14.52 14.76% € 13,782.81 28.33
313 94 € 4.16 € 390.72 6 € 63.33 6.56% € 2,695.10 6.90
1066 157 € 2.35 € 368.42 13 € 29.47 7.96% € 1,737.71 4.72
4276 690 € 0.50 € 344.22 21 € 16.20 3.08% € 3,831.31 11.13
1053 103 € 2.97 € 305.83 1 € 305.83 0.97% € 48.20 0.16
1079 132 € 2.27 € 299.33 12 € 24.68 9.19% € 1,137.19 3.80
328 148 € 1.91 € 283.16 7 € 38.63 4.95% € 1,719.73 6.07
12. Day of week Clicks CPC Bookings ROAS Revenue
0Sunday 2,492 € 1.03 160 7.73 € 19,755.97
1Monday 3,068 € 1.09 211 8.73 € 29,314.85
2Tuesday 3,313 € 1.13 209 8.17 € 30,579.47
3Wednesday 2,819 € 1.12 171 8.62 € 27,095.76
4Thursday 2,879 € 1.08 187 8.75 € 27,253.59
5Friday 3,389 € 1.04 206 7.95 € 28,041.17
6Saturday 2,859 € 1.03 200 8.44 € 24,821.04
Monthly Progression
• TripAdvisor, as well as Google, has a better ROAS towards the
end of the month. To enhance the effectiveness, it may be
beneficial to allocate more budget towards the end of the
month.
• At the beginning of May, clicks and CPC were low, but both
increased towards the second half of the month. Budget
allocations and campaign settings should be reviewed,
particularly for days when CPCs tend to spike.
13. Opportunities & Next Steps
• Google
• localuniversal is performing well, so while maintaining the investment in it, increase CTR by reshaping the target audience and
creating ad copy with relevant keywords.
• Night Inn - B should focus on optimizing creatives and improving CVR.
• TripAdvisor
• To improve CVR in US-Mobile placement, review LPs and the booking process. Consider reallocating budgets from US-Images to the
more profitable US-Dmeta.
• Consider a staggered budgeting approach to allocate more budget towards the end of the month when it is more efficient.
• Trends in the T&H industry in 2016 focus on personalized customer experiences and the use of digital technology and
social media. Provide experiences tailored to individual needs and improve communication with them by shaping relevant
targets for advertising campaigns.
• June is typically a busy month for hotel bookings due to the summer holiday season and the start of events and festivals.
Competitors may increase their advertising spending during this time.
• To achieve ROAS of 10, the forecasted ad spend for the next month would be approximately €128,000 (ROAS +5%) for
Google ads and €27,000 (ROAS +20%) for TripAdvisor ads.
