Pay Per Click Case Study: The King and Prince Resort

Client: The King and Prince Beach & Golf Resort

Website: www.kingandprince.com

Project Type: Pay Per Click Services

Challenge: The King and Prince Resort, a luxury resort on St. Simons Island, Georgia, was faced with the challenge of marketing their brand in a highly competitive industry. The Net Impact currently works with the Resort on search engine optimization and social media efforts, and implemented a pay per click campaign in addition to the current marketing efforts. The flexibility and near real-time advertising of pay per click was a perfect addition to their online marketing strategy due to the frequent specials offered by the Resort and seasonal trends of the travel industry. Being able to segment users and direct them to appropriate landing pages was also beneficial on their website which offers everything from weddings to golf to business conferences.

Solution: The Net Impact Team performed in-depth keyword research, analytics reviews, and industry and competitor analysis to determine the best approach for the new PPC campaigns. Because the travel industry is so dynamic and the Resort frequently offers new travel deals, The Net Impact Team continues to optimize the campaigns and test ad copy regularly to reflect specials and seasonal travel trends. The Net Impact Team also tailors efforts to the many different segments that The King and Prince Resort markets to and creates targeted advertising strategies to each, including personal travel, business meetings, conferences, weddings, as well as national and local travelers. Ongoing A/B testing of ads and landing pages allows for recognition of the most effective advertising strategies and landing pages to increase conversions.

The Net Impact has created several successful ongoing PPC campaigns, and the continuous and immediate nature of PPC ads allows The King and Prince Resort to advertise upcoming travel specials quickly and to a highly targeted audience. The campaigns continue to send highly targeted traffic to The King and Prince website resulting in increased traffic to the site, increased conversions including bookings, wedding RFP’s, and meeting RFP's, and increased visibility on search engine result pages.