Project based off the review a website. Established recommendations for an overall measurement strategy for Ladera and make a recommendation to begin marketing using AdWords.

1. Ladera
S A R A H M C G O W A N

2. Part 1: Digital
Measurement
Strategy

3. Why
does the
site exist?
Informs potential guests
about the resort
including: the history,
amenities, services,
landscape, etc.
Allows guests to book
reservations online
Offers packages for
honeymoons,
anniversary, and
weddings
Provides the resort's
contact information

4. The audience(s)
People who are searching for a luxurious vacation
Young couples who are searching for a honeymoon location
Couples looking for a romantic getaway or a place to celebrate
an anniversary
Wedding planners
Couples who are searching for a destination wedding

5. Main Pages of the
Site:
Core Functionality
Elements:
The Resort
Accommodations
Honeymoon &
Anniversary
Specials
Amenities &
Services
Gallery
Book reservations
Contact Ladera
Email signups
Links to other social
media platforms
Press coverage links
Virtual videos under
gallery

6. Macro Goals for the site
A macro goal is to:
To see online sales effectiveness by
measuring the number of macro
conversions
A macro conversion occurs when
someone completes an action that's
important
For Ladera:
The macro goal is to persuade
people to book reservations for the
resort through the website
The number of macro conversions
are equal to the number of booking
reservations at the resort

7. R A C H E L Z O E
Macro-Conversion:
Step 1
Select the dates you want to check in & check out

8. Macro-Conversion:
Step 2
Select the room you are interested in & check the rates

9. Macro-Conversion: Step 3
Once the room is selected, proceed to checkout. Insert credit
card information to complete the transaction.

10. Micro Goals for the site
Increasing interaction with the
gallery page by viewing photos and
videos of the resort
Use the e-mail signup to receive
newsletters, promos, special rates,
etc. (20% increase)
More contact forms filled out
More landing page views and
wedding page views
Use links to view social media
accounts
Duration per visit goal:
1-5 minutes per page
30 minutes per visit
> 3 pages per session

11. Why Set Goals?
Goals help the
company stay on
track and become
more efficient.
They help provide
direction and
motivation for the
company.
They also help
identify a problem,
which helps the
company create a
more effective
strategy.

12. Regional Sales Managers for North
America, Europe, and South America
A S A R E S U L T , T H I S W I L L H E L P T H E M A N A G E R S
U N D E R S T A N D C O N S U M E R S A N D T H E I N F O R M A T I O N F R O M
T H E I R P A R T I C U L A R R E G I O N W I T H O U T T H E O T H E R R E G I O N S
S K E W I N G T H E D A T A . F O R E X A M P L E , E U R O P E W I L L O N L Y
R E C E I V E I N F O R M A T I O N B A S E D O F F T H E I R R E G I O N . T H E Y
W I L L N O T R E C E I V E I N F O R M A T I O N F R O M N O R T H A M E R I C A
A N D S O U T H A M E R I C A
Each region should create a
filter based on their individual
region

13. Steps to creating a geographic
filter
I D E N T I F Y T H E T Y P E O F D A T A Y O U ' R E
T A R G E T I N G B Y S E L E C T I N G T H E G E O G R A P H I C
F I L T E R F I E L D
Step 1:
S P E C I F Y T H E C O N D I T I O N O R S E T O F
R E G U L A T I O N S F O R T H E F I L T E R . A N
E X A M P L E W O U L D B E T H A T T H E
C O N D I T I O N M A T C H E S N O R T H A M E R I C A
Step 2:
S E L E C T T H E A C T I O N T H A T G O O G L E
A N A L Y T I C S W I L L T A K E I F T H E
C O N D I T I O N I S T R U E . Y O U C A N
I N C L U D E , E X C L U D E , O R M O D I F Y T H E
D A T A .
Step 3:

14. Main Landing Pages
Home: http://ladera.com
Browsers typically explore
the homepage when
searching for an overview of
the resort
Weddings:
http://ladera.com/weddings.html
Browsers view this page
when they are interested in
planning a wedding,
renewing vows, or
attending a wedding at the
resort
Rates and Special Offers:
http://ladera.com/2018-
rates-and-special-
offers.html
People view this when
interested in booking a
room and are looking for
special deals

15. Wedding Campaign
Ladera offers a wide variety of
beautiful and intimate settings for a
wedding, which makes it the perfect
destination for a wedding.
Ladera could use the data that Google
Analytics provides to help create and
implement a strategy that would
capture their audience.
The main landing page would be the
wedding page, which is
http://ladera.com/weddings.html
because this page leads to wedding
locations and request for proposal.

16. Wedding Campaign: Top 3 Advertising Channels
AdWords Facebook Instagram
Use Facebook to
target users who have
been recently
engaged or users who
are engaging in
engagement posts,
articles, etc. Target
users who are
searching about
weddings.
AdWords uses
Google's search
engine. If someone
searches "destination
weddings" or
"romantic wedding"
then that person
would be directed to
Ladera's website.
This platform would be
effective due to its focus
on photography, which is
popular for people who
are planning a wedding. It
could also target users
who follow wedding
pages, planners, or users
that frequently search for
wedding photos.

17. Wedding
Campaign: URL
The URL builder helps
construct your campaign tags
correctly.
It identifies which URLs are
driving the most traffic to your
website.
Steps on how to build a URL:
Step 1: Enter the URL
Step 2: Fill out the required
fields (campaign medium,
name, and source)
Step 3: Select "Generate
URL"

18. URL Insights
T H E U R L I S S E N D I N G T R A F F I C T O L A D E R A , W H I C H C O U L D P O T E N T I A L L Y L E A D T O A N
I N C R E A S E I N C O N V E R S I O N S . I T A L S O T R A C K S W H I C H S P E C I F I C A D S A R E C R E A T I N G
A C O N V E R S I O N A N D W H I C H O N E S A R E N O T . T H I S C O U L D H E L P L A D E R A U N D E R S T A N D
W H I C H A D S T H E Y N E E D T O P U S H A N D W H I C H O N E S N E E D T O B E R E D O N E .
Conversion
I F L A D E R A U S E D A N U R L F O R T H E C A M P A I G N , I T W O U L D B E A B L E T R A C K H O W M A N Y
P E O P L E C L I C K E D O N I T . T H I S C O U L D H E L P L E A D T O A D E C I S I O N O N W H E T H E R T H E
A D V E R T I S E M E N T I S P R O F I T A B L E O R N O T B A S E D O N T H E R E T U R N O N I N V E S T M E N T .
ROI
U S I N G T H E U R L C O U L D B E B E N E F I C I A L F O R F U T U R E M A R K E T I N G C A M P A I G N
I N V E S T M E N T S B E C A U S E I T C O U L D H E L P D E C I D E W H A T I S M O S T E F F E C T I V E F O R
L A D E R A . I T C O U L D H E L P T H E C O M P A N Y D E C I D E W H A T T Y P E O F A D S O R P L A T F O R M S
T H E Y S H O U L D U S E I N T H E F U T U R E .
Future marketing campaign investments

19. Understanding your visitors
I T H E L P S M E A S U R E H O W M A N Y V I S I T O R S C O M P L E T E A M A C R O G O A L . I T S H O W S
H O W O F T E N D O U S E R S R E T U R N T O T H E S I T E B E F O R E B O O K . I T H E L P S L A D E R A H A V E
A B E T T E R U N D E R S T A N D I N G O F T H E I R A U D I E N C E .
New vs. Returning Visitor
H E L P S D E T E R M I N E H O W P E O P L E A R E S E A R C H I N G F O R L A D E R A . A R E T H E Y U S I N G A
M O B I L E A P P O R D E S K T O P ? H O W M A N Y P E O P L E A R E B O O K I N G R E S E R V A T I O N S U S I N G
T H E I R M O B I L E D E V I C E V S . A D E S K T O P ? T H I S M E T R I C I S I M P O R T A N T B E C A U S E I T
H E L P S P R O V E W H E T H E R L A D E R A ' S W E B S I T E I S M O B I L E F R I E N D L Y O R N O T .
Device Type
I T I S I M P O R T A N T B E C A U S E I T I S S H O W I N G W H E R E U S E R S A R E S E A R C H I N G F O R
L A D E R A . I T H E L P S L A D E R A D E T E R M I N E H O W A C C E S S I B L E T H E W E B S I T E I S F O R
O T H E R L A N G U A G E S O R C U L T U R E S . I T C O U L D A L S O S H O W W H I C H L O C A T I O N I S
M O S T F R E Q U E N T L Y V I S I T I N G T H E W E B S I T E .
Geography
A M E T R I C T H A T S H O W S H O W L O N G A P E R S O N S P E N D S O N T H E W E B S I T E . D O E S
L O N G E R T I M E O N S I T E L E A D T O A C O N V E R S I O N ? I F I T I S N O T V I E W E D L O N G , I S T H E
W E B S I T E C L U T T E R E D O R N O T E N O U G H I N F O R M A T I O N ?
Time on Site

20. I recommend immediate
implementation of Google Analytics to
further improve the effectiveness of
Ladera's site so that it can start
actively measuring website traffic and
user's movement on the website.
I recommend implementing the micro
and macro goals listed above or at
least start emphasizing the
importance of these goals
Conclusion
I recommend the wedding
campaign to be implemented
immediately because it will give
Ladera an opportunity to see how
effective the campaign is in
bringing users to the site. It would
also give Ladera an opportunity to
see how many conversions this
campaign creates

21. Part 2: AdWords
Investment
Strategy

22. Adwords:
Audience
Age and Geography are
the main characteristics
that could be used to
differentiate Ladera's
audience.
Ladera could create ads
for different segments.
These segments include:
weddings, romantic
getaways, and
anniversaries
Current
Competitors:
Jade Mountain Resort
Anse Chastanet
Resort
Viceroy Resort
Capella Marigot Bay
Resort and Marina
Cap Maison

23. What makes Ladera Unique?
The location of Ladera's resort in St. Lucia is one of a
kind. It is located up high on a mountain and is very
secluded. Unlike many other resorts, nothing surrounds
the resort other than the amazing views of the ocean and
mountains. It has the concept of only having three walls
and the fourth wall is your view overlooking the mountains
and ocean.
When to implement
campaigns?
One campaign could begin in May and last until the end of
July. These months align with St. Lucia's summer season,
where temperatures range from the high 70s-high 90s.
Another campaign could be focused on the months,
December-February. It will emphasize a holiday
getaway/valentine's gift this time period.

24. Why use Adwords?
An Adwords campaign will align with Ladera's overall marketing
goals by: increasing more traffic to the site, creating more
conversions (bookings), and create more of a presence across all
social media platforms

25. AdWords Goals
The primary goal of AdsWords is to increase the number of bookings or conversions for
Ladera, while the secondary goal is to generate more traffic to the set. More traffic to the
site could eventually lead to more conversions.
In the table below, there are 3 search network campaigns (packages, weddings, and
specials) with 2 AdGroups per campaign.
The Geotagging is focused only in the United States. This means that advertisements for
Ladera will only pop up in the United States when people search these keywords.
The best way to tell if the campaign is successful is by the number of bookings Ladera
achieves because that is a conversion.

26. Sample AdWords Ads
These tables show what the AdWords ad would look like for each AdGroup of each campaign

27. AdWords Budget
The budget begins with month 1 having the lowest amount of money (25%)
because the first week is used to determine which ads make the highest and
lowest CTR rates. This is important because as the months go by, Ladera can
shift their focus on ads that are successful and contribute more of the budget
into those ads. This explains why month 3 will have the highest amount (40%).
Half of the budget has been allocated for the wedding campaign because it is
one Ladera's most profitable packages. The special offers campaign has only
been allocated 10% of the budget because it is expected to have less traffic
on the site than the packages or wedding campaigns.

28. Goals for Impressions,
clicks, CPC, and CTR
Based off Google's Performance Forecast for all 3 campaigns,
Ladera will achieve a CTR of 3% and an Average CPC of $1.10.
This will generate 60,171.71 impressions, which will result in 1,809.10
clicks

29. Proposed Success
Metrics & ROI
In order to implement the AdWord's
campaign, Ladera must keep in mind the
macro and micro goals, which are to
complete conversions and attract more
people to the site.
Assuming 3% of people who visit the site
book a reservation, the campaign can
expect approximately 54 bookings.
Assuming a booking included 3 nights at
$1,000 per night and there were 54
bookings total, the average revenue per
booking was approximately $900
Since there was an investment of $15,000,
this resulted in 54 total number of
bookings and a return of $3,000. The
Return on Investment was 224%.

30. Recommendation
In order for Ladera to increase the number of conversions and
traffic on their website, I recommend immediate
implementation of Google's AdWords. This investment strategy
could be beneficial for Ladera because of the positive metrics.
The AdWords campaigns were designed to not only focus on
the target audience, but to help implement the micro and
macro goals of Ladera. I recommend that these campaigns be
implemented along with the investment strategy.