Challenge
Hyatt Regency Yogyakarta partnered with Zharkwave to understand reservation impact of increasing non-brand Click Share for the ‘hotel’, ‘resort’, and ‘staycation’ categories in Indonesia.
Zharkwave’s Paid Search team developed a test campaign that targeted the same core demographic in the region as a control campaign and found not only success but valuable insights for Hyatt Regency’s overall search strategy.
Approach
For the test campaign, Click Share was increased to be in the top seven for those markets, up from below 18th in their respective categories. Room reservations were measured against the rest of the overall market on a Year-over-Year (YoY) basis for the categories mentioned above. Budget for the test campaign was about 5% of the total monthly budget over the course of the six-month flight.
The control campaign received a large majority of its traffic from location and “hotel” queries. The test campaign broke out specific categories into its own campaign. It disregarded legacy campaign KPIs and solely focused on increased Click Share with an eye on how much it would cost to own a spot in the top seven.
The campaign ran for six months and followed room reservations, while comparing to the overall market over the same period. The region used in the test saw a +151% room reservation increase YoY compared to the overall market. The campaign achieved 917% in ROAS at the end of the 6 month period.
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