ADVERTISING YANDEX.DIRECT AND GOOGLE ADS FOR RESORT REAL ESTATE SERVICE

VillaCarte is a service for renting and buying villas worldwide with a focus on Thailand and Bali. It provides a top-class concierge service. Over 8,000 satisfied customers. The case study describes how we increased the number of requests by 156%.

PROBLEM

Need to scale the company and increase revenue.

GOAL

Reaching the CIS and Europe.

TASKS

To increase the revenue of the company, while keeping the fixed cost for the customer. The main focus is on the villa rental service, because it is the most scalable service.

HOW DID WE DO THIS?

We leveraged the potential of search campaigns and remarketing.

Reworked the campaign structure to make it clear and manageable.

Incorporated auto-strategies and focused on semantics that initially brought conversions. At the same time, we avoided expensive auctions, where ads didn’t pay off.

Focused on conversion regions in Russia and increased advertising in those regions by making adjustments.

When scaling, we included CIS countries (Kazakhstan, Ukraine, Belarus). After that, the English-speaking regions of Europe were included. But traditionally, the clients in this project are the Russian-speaking audience.

When the search has exhausted its capabilities, we began to work with demand generation via Yandex Advertising Network and Google Display Network.

TOOLS

RESULTS 20.09.2015 - 31.10.2015

	Impressions	Clicks	Conversion	Cost ($)	PPC ($)	Price per conversion ($)
Search	74 529	6 007	84	2 952,22	0,49	35,14
GDN	478 160	642	-	64,05	0,1	-
Retargeting	1 615 118	21 435	24	1 309,57	0,06	54,56
TOTAL	2 167 807	28 084	108	4 325,84	0,15	40,05

RESULTS 01.11.2015 - 12.12.2015

	Impressions	Clicks	Conversion	Cost ($)	PPC ($)	Price per conversion ($)
Search	74 611	6 171	49	2 958,68	0,22	63,75
GDN	945 480	8 601	-	231,58	0,05	-
Retargeting	712 133	4 415	11	442,81	0,1	40,25
TOTAL	1 732 224	19 187	60	3 633,07	0,19	60,54