In July 2024, a large vacation rental management company in Park City, UT, was generating just $5.77 in revenue for every dollar spent on ads, with poor booking performance under their previous agency. Their existing campaigns were not effectively targeting high-intent search terms, which lead to low conversion rates and inefficient use of their advertising budget.
1) Targeting High-Intent Keywords: We focused exclusively on high intent search terms, such as “ski-in-ski-out Park City rentals” and “luxury condos, Park City,” to eliminate broad keywords and avoid low quality traffic.
2) Funnelling Web Traffic: We directed users to relevant pages based on their search queries. For example, users searching for “ski-in-ski-out properties” were directed to a dedicated page, showcasing those specific listings.
3) Fine-Tuning Ad Targeting: We refined demographic and geographic targeting to more precisely reach users actively searching for vacation rentals in Park City.
By September 2024, the company saw major changes:
“Working with Wyatt and his team has been a great experience. His help with the seasonality of budgets and vetting campaigns for the highest ROI was invaluable to our performance marketing.”
