In July 2023, a vacation rental management company in Steamboat Springs, CO, faced significant challenges with their Google Ads performance. Poor tracking made it difficult to determine which channels were driving results, and their ads yielded a low return. The primary issues identified or a low conversion rate due to low-intent keywords and mismatched campaign types that didn’t suit vacation rental bookings.
1) Revamping Analytics: We corrected their tracking set up to enable accurate measurement of ad performance and properly attribute bookings to the correct channels.
2) Prioritizing Optimal Keywords: We prioritized high-intent, non-brand keywords like “vacation rentals Steamboat” and ski-in-ski-out condos Steamboat” to focus ad spend on users ready to book.
3) Tailoring Campaign Strategy: We concentrated on search campaigns, the most effective type for vacation rental bookings, to target high-intent users actively searching for rentals.
Since taking over, the difference has been remarkable:
“Wyatt was always quick to respond, proactive in identifying and addressing any issues, and insured that our tagging and event tracking were always aligned with our marketing goals.”
