The Heathman Lodge PPC Case Study
Overview
The Heathman Lodge is a relaxing, rustic getaway in Vancouver, Washington, delivering a tranquil, mountain-like retreat brimming with Northwest ambiance.
Objective
Formic’s objective was to manage and optimize PPC campaigns for the Heathman Lodge to drive an increase in qualified visitors through paid search and deliver a positive Return on Ad Spend (ROAS) by increasing Online Reservations.
Challenge
A limited media spend and competitive travel and tourism based keywords made it difficult to gain visibility in the market and generate qualified visitors.
Strategy
Formic focused on diligent keyword management, finding top assisting keywords that were effectively capturing a wider audience and utilizing a branded keyword strategy to convert those visitors into Online Reservations. Formic also helped to develop customized landing pages, which supported online conversion efforts.
Results
By targeting campaigns around top assisting and branded PPC keywords and deploying customized landing pages, Formic was able to produce a significant increase in ROAS for the Heathman Lodge and the following PPC results in just two months:
- 1,138% ROAS in month 2
- 68% increase in ROAS from month 1 to month 2
- 66% increase in Online Reservations from month 1 to month 2
- 74% decrease in cost-per-click (CPC) from month 1 to month 2
Website
The Heathman Lodge
What Do We Do
Formic Media is a search engine marketing (SEM) agency that provides affordable, localized SEM services.
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