Post by account_disabled on Mar 14, 2024 6:44:18 GMT 2
Hostelworld and DSA Adwords: a success story Dear Web Marketing enthusiasts, today we will deal with a case history dedicated to the world of tourism, and more specifically to the Hostelworld Campaign with Dynamic Search Ads (DSA), analyzing the impact that this has produced for this hostel and hotel booking site !! What is Adwords DSA? It is an automatic method for generating Adwords advertising campaigns, that is, they are Adwords advertisements automatically generated by Google based on the information obtained from your website. This typically produces maximum returns with minimum effort, meaning you no longer have to waste hours researching keywords and planning your campaign! Based on the information, Google builds ads starting from the keywords in user queries and from these queries, Google identifies the most relevant pages on your site and retrieves the text, building an appropriate title based on the landing page! This type of campaign is specifically suitable for the online booking sector, and is in fact the basis of the strategy of Trivago.
In general, anyone who wants to adopt this type of Adwords campaign must Find Your Phone Number know that this is suitable for sites with a high amount of information and content. Specifically, it seems suitable for two types of sites: A site that offers an assortment of different products or services and some of the items change over time; The company offers seasonal product lines or is expanding its business into new market niches, not yet explored and wants to make itself known in a short time; In the case of Hostelworld, the brand objectives are: Reduce your cost per acquisition (CPA) by capturing traffic with a long tale strategy; Customizing the ads based on the product category; Achieve a 30% reduction in CPC (cost per click); Higher conversions than generic campaigns; Reaching 18 geographically distinct markets; The Hostelworld challenge Hostelworld was founded in 1999 and has a platform in 19 languages with bookings in 170 countries and individual destinations.
It has always been ahead of the curve when it comes to digitalisation and digital marketing, as Nial Walsh, head of acquisitions at Hostelworld, explains: “ As a digital business we have always done paid search – it's a key part of our digital marketing strategy.” Hostelword's challenge is to maintain broad search coverage while optimizing cost per acquisition (CPA). In 2015 they began to use DSA in such a way as to fill their gaps in Adwords campaigns. DSA works by visiting the content of a site and defining categories, combining them with relevant search queries. The ads have a longer title than standard ones and direct visitors to the landing page based on queries, achieving a more competitive CPC and a higher quality of use of the content by users, who find what they were looking for.
In general, anyone who wants to adopt this type of Adwords campaign must Find Your Phone Number know that this is suitable for sites with a high amount of information and content. Specifically, it seems suitable for two types of sites: A site that offers an assortment of different products or services and some of the items change over time; The company offers seasonal product lines or is expanding its business into new market niches, not yet explored and wants to make itself known in a short time; In the case of Hostelworld, the brand objectives are: Reduce your cost per acquisition (CPA) by capturing traffic with a long tale strategy; Customizing the ads based on the product category; Achieve a 30% reduction in CPC (cost per click); Higher conversions than generic campaigns; Reaching 18 geographically distinct markets; The Hostelworld challenge Hostelworld was founded in 1999 and has a platform in 19 languages with bookings in 170 countries and individual destinations.
It has always been ahead of the curve when it comes to digitalisation and digital marketing, as Nial Walsh, head of acquisitions at Hostelworld, explains: “ As a digital business we have always done paid search – it's a key part of our digital marketing strategy.” Hostelword's challenge is to maintain broad search coverage while optimizing cost per acquisition (CPA). In 2015 they began to use DSA in such a way as to fill their gaps in Adwords campaigns. DSA works by visiting the content of a site and defining categories, combining them with relevant search queries. The ads have a longer title than standard ones and direct visitors to the landing page based on queries, achieving a more competitive CPC and a higher quality of use of the content by users, who find what they were looking for.