Here is a case study on Pınara Beach Hotel, the well known hotel set among the trees at Kemer Göynük, which we served in 2017 under our “hotel marketing” work.
How the Budget Was Split
In 2017 social media story placements were still giving us high impression counts at very reasonable prices. So we coordinated the budget split like this.
70% Google Ads (Google AdWords, as it was called then)
30% social media advertising (Facebook and Instagram)
How the Google Ads Budget Was Split
First we set aside a large part of the Google Ads budget for Google search ads. Sitting near the top of search was an important factor for sales. What we put into search came to 90% of the Google Ads budget. The remaining 10% went to remarketing campaigns.
That took us to a substantial audience through Google.
How the Social Media Budget Was Split
The Türk SEM target audience we thought might book an all inclusive hotel in Kemer came to 5 million people. We reached that group first by spreading impressions out over time. Then we built 5 more target audiences, each a possible customer for Pınara Beach Hotel and none of them overlapping. We made a separate video ad for each of those 5 audiences and ran them through Facebook Ads. We built these campaigns largely around story ads, which in 2017 were still going very cheaply.
In 2017 we filled all 104 rooms at Pınara Beach Hotel to 99% occupancy and had a good season. We closed the year with an ad spend to revenue ratio of 2% at Türk SEM.
