Salobre Hotel Resort & Serenity
Digital Marketing
December 17, 2024
About Salobre Hotel
Salobre Hotel Resort & Serenity, part of the Satocan Hotels chain, is a 5-star hotel in the south of Gran Canaria, very close to Maspalomas. The hotel offers countryside, wellness, fine dining, golf and much more.
The challenge
Satocan Hotels has a very pro-direct channel approach and relies on Roiback's Digital Marketing agency to manage its "full-funnel" digital marketing strategy, covering the main online traffic channels: Display, Paid Search, Metasearch and SEO.
Looking ahead to 2024, the challenge was to increase the hotel's visibility in its main markets and generate new traffic while keeping ROI under control, which was already very good the previous year.
The approach
To achieve these objectives, in 2024 Roiback activated two new PMAX campaigns (one in the national market and the second in the hotel's main source market (United Kingdom) to generate new traffic and give multi-channel visibility (Search, YouTube, Display, Discover, Google Maps, etc.) to the hotel, while maintaining investment in Brand campaigns.
Thanks to the “RB Launcher” tool, Roiback Digital fed Google's algorithm with the hotel's First Party Data, thus better profiling the audiences related to the campaigns and being able to establish different bids based on the characteristics of the users.
Throughout the strategy, controlling price parity across all B2C online channels was paramount to achieving the results.
The results:
In the first quarter of 2024, this joint Brand Search and Pmax strategy increased impressions by X5.4 and clicks by X2.5. In addition, compared to the same period of the previous year, production increased by +76% in terms of bookings and +66% in terms of revenue, maintaining the same level of profitability as the previous year.
In conclusion, the hotel managed to greatly increase its visibility to the public and target markets, while achieving a ROAS of x43 on investments.
Featured KPIs
Revenue: +66%
Impressions: x5.4
Return on Advertising Spend (ROAS): x43
Control period: January 1 - March 31, 2024 versus the same period of the previous year
Testimonial
"We are very satisfied with the results obtained thanks to the implementation of PMAX to improve our strategy in the upper part of the sales funnel and attract more visitors to our website. This initiative, led by Roiback, has significantly contributed to achieving our objectives and boosting bookings through the direct channel."
