Case_Study_Search_Engine_Marketing by sayaferguson


									Case Study:
Search Engine Marketing
  Best Practices             Budget Proposal                 Keyword Analysis                  Campaign Set Up & Management          Ongoing Reporting

Background:                                                Case Study:                                         Action Plan:
HeBS is one of the early adopters of hotel                 Hotel Valencia Santana Row wanted                   HeBS proposed spending 40% of the
pay per click (PPC) marketing and has                      to focus a large percentage of their                budget on Google and Bing paid search
been actively using and managing travel                    Internet marketing budget on ROI-centric            campaigns, conducted a keyword
PPC campaigns for clients since 1997.                      initiatives. The hotel also wanted to               analysis (and still does on a regular basis),
Over the years HeBS has managed the                        increase the percentage of leisure travel           set up and now manages the travel PPC
hotel PPC campaigns of hundreds of hotel                   to the property, having already done a              accounts, providing ongoing reporting
companies, from large hotel brands to                      fine job in securing the business travel,           of all campaigns. Campaigns focused on
small boutique properties. This expertise                  groups and weddings market.                         promotions that are specifically tailored
translates into saving precious marketing                                                                      to reach the leisure market.
dollars for clients.

                                                                                                                     Results for 2010
                                                                                                                      Spend:            $20,546.15
                                                                                                                      Revenue:          $338,138
                                                                                                                      ROAS:             1,546%
 In addition to having secured
                                                                                                                      Spend:            $816.97
 excellent placement in organic
 search results, Hotel Valencia                                                                                       Revenue:          $17,259
 Santana Row is the first paid                                                                                        ROAS:             2,013%
 listing and first Google Places
 maps listing.                                                                                                        *Results are for the first 10 months
                                                                                                                      of 2010

Phone: 212.752.8186.   E-mail:   Address: 6W 48th St. 8th Floor, New York, NY 10036

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