At Net Marketing Agency we believe that it is not worth promising something we cannot deliver.
But when factors like the right ad copy and message, targeting, and a great opportunity for growth come together in digital marketing, it can often produce results that shatter all conventional expectations.
Here we would like to present a case study of one of our clients – a group of cottages in the heart of the Krkonoše Mountains „Chaloupky-Pec„, which were looking for a way to attract more customers and build a larger community of people who are interested in what is going on in these cottages and might visit them in the future.
Scope of the project and preparation
At first glance, it was clear to us that these newly renovated cottages have a lot of unrealized potential and it will be our job to fulfill that potential.
Our first task was to choose the right platform where the ads will be displayed to users. In most cases we have encountered, Facebook ads are the most effective choice and it was no different here.
The cottages had a lot to offer, so all we had to do was come up with a way to effectively achieve the greatest possible broadening of awareness while also focusing on people who are already near to visiting the cottages.
Once we had a platform chosen for the ads, we had to implement the Facebook pixel on the client’s website to properly collect data and statistics about visitors. Without this, it would have been very difficult to aim parts of the campaign at users who had already shown interest in the cottages.
Campaign setup and structure
We designed the advertising strategy to best meet the client’s requirements and ideas:
Structure
We have decided to divide our advertising campaigns into two main parts:
- Cold
- The main part, the goal is to get the ad to as many users as possible who haven’t heard of the client yet, thus ensuring the greatest number of website visits for the set budget.
- Warm (retargeting)
- A minor, but still crucial part for the overall success. The goal is to turn users who have already heard about the client and have shown any form of interest into visitors.
Targeting
Using a thorough analysis of the competition, official statistics and our experience, we identified the key target groups for the client. This included couples and families with children, as well as groups of friends looking for holiday accommodation. We also targeted users who expressed interest in tourist attractions, outdoor activities in the area and cottage rentals, or frequent tourists.
In the first two months of cooperation we tried focusing on several geographical locations across the Czech Republic, in this case focusing on smaller towns like Trutnov, Jihlava, Písek and their surroundings worked best. But it depends on a combination of all the factors of advertising and a geographic focus that produces the desired results for one client may not bring success to another.
Our tip: the key to successful Facebook ad campaigns is to constantly test what works and what doesn’t. Adaptability and flexibility mean more than you might think.
In the „warm“ part of the campaign, we chose to target virtually all users who have already expressed interest in the cottages. From website visitors, where we pointed the „cold“ section of the campaign, to users who viewed the client’s social networks.
Where were the ads displayed?
To maximize the effectiveness of the ads, we chose to display only on the main „feeds“. Both on Instagram and Facebook.
We’ve also experimented with other sections of these social networks over time, but we’ve only started utilizing some of them (such as Instagram stories) on a larger scale for retargeting.
Budget
For a client of this size, with no previous experience with Facebook ads, we recommend starting with a budget of around 5000 CZK (200 GBP) per month.
In the first two months, the client paid more or less 400 GBP in ad spend.
Examples of ads
When creating the actual ad for the „cold“ part of the campaign, we tried to capture the user’s attention at first glance.
Note that the ads were targeted at an audience in the Czech Republic, therefore, the ad examples are displayed in Czech.
Main points:
Results and insights
When it comes to paid digital advertising, effective creative and copy are your not-so-secret weapons. Stay true to your brand, engage your customers with ad creative and it will be hard not to succeed.
Here we managed to achieve amazing results for the client thanks to the right approach, from analysing the competition and target groups to testing different creatives and copy.
Compared to the industry average for the accommodation and travel sector, we have achieved:
- 347% higher Click Through Rate (CTR – percentage of users reached by the ads who visited the website)
- 1104% lower Cost Per Click (CPC)
- 144% higher reach for the same ad budget
All statistics for comparison were taken from:
Conclusion
The advertising campaigns have not only led to exponentially more activity on the client’s website, but also growth on Instagram and Facebook, so we consider the combination of an advertising campaigns and properly managed social media to be a perfect combination. With this combination of organic and paid growth, we effectively take our clients‘ digital marketing to the next level.
It is also worth noting that advertising campaigns only have a chance of success if the product or service is worthy of promotion. In this respect, of course, all the credit goes to the owners of the cottages!
If you are looking for a way to increase awareness of your brand, company, or product, or have any questions, feel free to contact us here: richard@netma.cz, or you can arrange an online consultation with us to discuss everything about your digital marketing, potential, and possible collaboration.
Richard Kaiser (Founder of Net Marketing Agency)
richard@netma.cz
15. 08. 2023