瑞士酒店 AdWords 优化大幅提升每次访问价值指标
公司规模
Large Corporate
地区
- America
- Asia
- Europe
国家
- Australia
- Singapore
- United Kingdom
- United States
产品
- Google AdWords
- Google Analytics
技术栈
- Google Analytics
- Google AdWords
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
瑞士酒店及度假村是一家独特的豪华酒店集团，专门为眼光敏锐的商务和休闲旅客提供服务。该公司在全球 26 个城市拥有酒店，是费尔蒙莱佛士国际酒店集团的一部分。瑞士酒店深知跟踪数字营销支出和监控用户行为以定制广告以最大程度吸引顾客的重要性。该公司在各个国家/地区为其酒店投放 Google AdWords 广告系列，目标是通过让潜在客户点击他们的 AdWords 广告然后在其网站上购买来推动销售。
挑战
瑞士酒店及度假村集团是一家在全球 26 个城市拥有豪华酒店的集团，它面临着了解其数字营销支出效果和监控用户行为以定制广告以最大程度吸引客户的挑战。酒店业在搜索营销方面竞争激烈，因此瑞士酒店必须跟踪其数字营销支出的去向以及是否有效。此外，监控谁在公司花钱的能力对于明智投资和创造未来收入具有重要意义。瑞士酒店在澳大利亚、美国和英国为其新加坡的一家酒店开展 Google AdWords 广告系列。该广告系列的目标是通过让潜在客户点击他们的 AdWords 广告然后在其网站上购买来推动销售。
解决方案
为了分析受众行为，瑞士酒店采用了 Google Analytics 的高级细分功能。他们使用高级细分来了解付费访客的行为，并回答诸如“付费访客点击广告后发生了什么”和“付费访客的行为与来自同一国家或市场的自然访客的行为有何不同？”等问题。他们为来自澳大利亚、美国和英国的付费访客创建了高级细分，并为每个广告系列赋予了独特的名称。这些高级细分使瑞士酒店能够将付费访客的电子商务转化率与自然访客的电子商务转化率进行比较。他们还能够比较其他指标（例如平均订单价值），以分析每个国家的付费访客通常花费多少。经过几个月的优化，他们从英国广告系列获得的访问量和交易量增加了一倍以上，并保持了最初的高平均订单价值。
运营影响
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