Page 3 - TD19_eCase Study_Pullman Cairns SEM
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STRATEGY





           Brand
                                                                                                          Organic
                                                                                                          On Page
                            RESEARCH                                               IMPLEMENT              Off Page
      Discretionary


                                                        ANALYSIS                                    Reporting
                Demand                                                                              Real Time
                            Intent    Reach                                   Web Traffic           Dashboards

                                         Target                         Collaboration
                                         Market
                                                   Strategy      Legal

        SOLUTION



             Brand & non-brand keyword          Initial optimisation of the        Increase website visibility (long
             research: Extensive research       website: Involves aligning the     term strategy): With the goal to
             into keyword trends,               website with high demand           achieve position #1 in Google
             competitors, consumer              search terms; a core focus         organically, 185 factors are
             behavior, demand and intent.       being to rank above the fold       monitored on a daily basis to
             Traff1k™ D1g1tal reviews           (top 5 places) for keywords        determine trends, demand and
             historical conversion data to      which convert at a rate of 80%     rankings. Tactical adjustments
             identify those which are more      or greater.                        are then made to the on/off
             qualified to convert, delivering                                      page strategy based on this. This
             the highest possible ROI.                                             is part of a long term Search
                                                                                   Engine Marketing strategy with
                                                                                   Traff1k™ D1g1tal.


                                                                                        RESULTS

                                 BOOKINGS                                    +22.5%


             ROOM NIGHTS

                                                                             BOOKINGS  1







                                                                             +46.3%


                                                                             ROOM NIGHTS
                                                                                          1
                      +52%


                  LOCAL PROPERTY SITE
                       REVENUE  1                       Source: 1 Revenue/Bookings & Room Nights through the hotel microsite, Accor
                                                        Direct Web Lever Report, Gross Bookings September 2017 Vs September 2016.



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