March 11, 2024

How We Achieved €2.5M in Direct Bookings Through Paid Advertising

After implementing a highly successful digital advertising strategy for the Canaves Oia in 2018 – which generated more than  €800,000 in direct bookings – Panadvert’s Data Analysis and Performance Marketing team decided to aim even higher. The ultimate results went beyond even our own expectations and speak for themselves. 

For the November 2021-October 2022 period, our paid digital advertising strategy for Canaves Oia brought in a record-breaking nearly €2.5 million in revenue from direct bookings which came solely from paid digital channels Google Ads, Bing Ads, and Meta Ads.

Canaves Oia Hotel is a multi-awarded picturesque haven in Santorini that originated from the Chaidemenos family’s transformation of 17th-century wine storage caves into luxurious hotel rooms. After initially starting with two renovated caves, the property now boasts 18 rooms, while several expansions have led to the creation of the additional properties Canaves Oia Suites, Canaves Oia Sunday Suites and, the most recent addition, Canaves Epitome in Ammoudi Bay of Oia in 2018.

 Aim

Increase the direct bookings through the property’s own website, as well as increase brand awareness.

 Strategy

The strategy focused on the targeting of branded keywords, and the hotel’s key markets.

 Implementation

In order to maximize the conversions, the budget was adjusted accordingly in order to target branded keywords in Search and Display, while some Generic and Remarketing campaigns in Google Ads were also implemented. In addition, concurrent Bing Ads were running, along with ads on Meta, mainly Special Campaigns that were promoted on Facebook and Instagram.

Analysis & Results

Google Ads: Undoubtedly the most impactful and decisive tool, and, of course, produced the vast majority of the results. 

The Brand, Display, Generic, and Remarketing campaigns that our Performance team designed and executed, produced nearly 1.7 million Impressions with a CTR of 4.82% (+140%*). These in turn went on to bring 427 Conversions (+60%*), which translated into nearly €2.22 million.

In addition, the Remarketing campaign recorded an extra 39 View-through Conversions that brought in €15,600 more. 

*compared to the previous period

Bing Ads: Bing Ads also worked wonders, as more than 31,000 Impressions on branded keywords resulted in 29 Conversions. This translated into a revenue of more than €146,000, with ROAS of more than 3,000%. 

In both cases of Bing Ads and Google Ads, the majority of the Conversions were executed through desktop devices.

Meta Ads: Meta Ads on Facebook and Instagram managed to generate nearly 10 million Impressions, with a Reach of almost 3 million unique accounts. Out of those, approximately 9.5 million Impressions were recorded on Facebook alone. The vast majority of them appeared on the respective mobile applications and managed to produce 23 Conversions, which resulted in a revenue of almost €103,300. 

The most interesting result from Meta Ads, however, is that the Remarketing campaigns brought in almost the same revenue as the Special Campaigns, and recorded by far the most Engagement.

Results by Platform

Conclusion

In conclusion, the success of Canaves Oia as analyzed in this case study is a testament to the importance of implementing a comprehensive digital strategy to achieve growth and profitability. By leveraging innovative approaches and adapting the strategy to fit the goals of the business, Canaves Oia was able to attain remarkable success. 

If you’re looking to achieve similar results for your own business, we are here to help. Contact us today to learn more about our services and how our experienced team can guide you through the digital landscape towards your goals.