SEO Case Study: Hotel Atlantic
Tordenskjoldsgade 15
DK – 1055 København K
SEO Case Study: Hotel Atlantic
Client Overview: Hotel Atlantic is a premier hotel located at Europaplads 10, 8000 Aarhus, Central Jutland, Denmark. Known for its impeccable hospitality and central location, the hotel attracts both business and leisure travelers. The website, hotelatlantic.dk, serves as the primary touchpoint for customers seeking to book accommodations and learn about the hotel’s offerings.
Objective: The primary goal was to increase traffic to Hotel Atlantic’s website and enhance its online visibility, with a focus on driving bookings and inquiries. This was achieved through well-structured Google Ads campaigns.
Challenges:
- Highly Competitive Industry: The hospitality sector in Aarhus is highly competitive, with numerous hotels vying for customer attention.
- Target Audience Segmentation: Catering to both business and leisure travelers required tailored messaging and campaign structures.
- Seasonal Fluctuations: The demand for hotel bookings fluctuates with seasons, events, and holidays, necessitating adaptive strategies.
Strategies Implemented:
- Keyword Research and Selection:
- Conducted in-depth research to identify high-intent keywords such as “hotels in Aarhus,” “central Aarhus accommodations,” and “business hotels Aarhus.”
- Segmented keywords into campaigns for business travelers, leisure tourists, and event attendees.
- Google Ads Campaign Structuring:
- Search Ads: Created highly targeted search ads emphasizing the hotel’s central location, amenities, and unique selling points.
- Display Ads: Designed visually appealing display ads targeting users interested in travel and hospitality within Denmark and neighboring regions.
- Remarketing Campaigns: Implemented remarketing ads to re-engage users who visited the website but did not complete a booking.
- Ad Copy Optimization:
- Highlighted the hotel’s key features, such as its central location, luxurious rooms, and proximity to local attractions.
- Expand campaigns to include video ads on YouTube to capture additional audiences.
- Included actionable CTAs like “Book Your Stay,” “Explore Aarhus,” and “Limited Time Offers.”
- Geo-Targeting and Scheduling:
- Focused ads on users in Denmark and neighboring countries likely to travel to Aarhus.
- Optimized ad scheduling to display during peak planning hours and days.
- Performance Monitoring and Adjustment:
- Used Google Analytics and Ads Manager to track campaign performance.
- Continuously optimized bids, ad creatives, and landing pages based on data insights.
Results Achieved:
- Increased Website Traffic:
- Achieved a 45% increase in website traffic over three months.
- Significant improvement in traffic quality, with a 30% reduction in bounce rate.
- Enhanced Conversions:
- Recorded a 20% increase in online bookings directly attributed to Google Ads campaigns.
- Boosted inquiries from business travelers and event organizers.
- Improved ROI:
- Achieved a 3:1 return on ad spend (ROAS), ensuring the campaigns were both effective and cost-efficient.
Conclusion: The Google Ads campaigns for Hotel Atlantic successfully enhanced the hotel’s online visibility, attracted high-quality traffic, and boosted conversions. By leveraging targeted advertising, ongoing optimization, and strategic insights, the project delivered tangible results for Hotel Atlantic, solidifying its position as a top choice for accommodations in Aarhus.
