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ptagroup is a Slovak agency based in the capital city of Bratislava. We currently manage campaigns in 12 countries around the world, so Global Search Awards was an interesting challenge for us. We focus on performance in every sense of the word from PPC campaigns and SEO to social media and any other digital services.
We decided to apply for the global search awards for the first time, submitting a single application in the travel/leisure category. We were all the more pleased that we immediately turned our first and only submission into an award and considered this a resounding success.
While 1:1 application to award ratio is great, it was preceded by a significant amount of work by the entire team on a continuous year-round campaign.
About the campaign: post-covid data analysis
We prepared the campaign for Hotel Zochova chata**** – a beautiful countryside wellness hotel.
We set very ambitious goals with the client despite the fact that the entire industry was literally shaken after covid.
We have prepared a precise analysis of the online environment in the segment. Together with the client, we segmented individual target groups and important messages for each of them. The specificity of the client is that it is an adult friendly hotel, which for us meant, among other things, precise work with targeting and negative keywords.
After a really precise redistribution of individual target groups and detailed work with KWs, groups, matches, we involved our internal tool KeyWord optimizer (a tool with which we were able to quickly monitor the performance of individual KWs, whether in terms of orders or costs)
Challenges: people prefer travelling abroad
The data we observed showed that especially in the summer, Slovak interest in vacations grew after the covid era, but especially in travelling abroad. As part of our campaign, we also launched the series of “Travel the world in Slovakia”, which helped us activate the target group, especially in the critical summer period. Based on the campaign, we observed a significantly increased interest in our client’s brand, supported by data of increasing brand search in Google.
Results:
Besides exceeding the main goal by 113%, we also reduced the average cost per click by 40%. We also managed to surpass the hotel’s historically best figures in online sales and historically best figures in total sales.
Overall, we managed to overcome each and every of the client’s expectations and goals and reached a new record in total revenue, leading to a huge impact for further marketing potential thanks to a steep increase in brand search.
I’d like to take this opportunity to thank all my colleagues for their hard work, our client for their trust in our agency and of course to GSA. We are very proud and motivated.
Michal Kubo, CEO ptagroup
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