Successful SEM account launch for The Crawford Hotel
Cendyn uses agency best practices and creative keyword structures to increase direct bookings.
The Crawford Hotel in Denver was looking to launch a new SEM account with a focus on ROAS.
Cendyn categorized brand keywords into three ad groups: brand name only, brand name + Denver, and brand name + Colorado to watch performance and easily manage the types of searches separately. We split up top markets and keyword match types at the campaign level. Then, we used tailored messaging to our top audience group: family travelers.
After the first two weeks, we noticed brand name only & Denver keywords at the local level were out-performing the rest, so we prioritized our spend for those ad groups to ensure every cent contributed to a conversion.
During the first month, we averaged 20:1 ROAS (Google 19:1 & Bing 24:1) and contributed 23% of total website revenue.
Search patterns & tailored messaging
Account structure & naming convention
Capture qualified audiences
This case study was completed before the Cendyn and NextGuest merger but Viceroy Sugar Beach can now benefit from the suite of Cendyn products.