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Flora Hospitality- Google Ads Performance Report 09-June- 2024 to 08-Aug- 2024
Monthly Progress: Flora Vythiri Google Ads Campaigns
Monthly Progress: Flora Misty Falls Google Ads Campaigns
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Monthly Progress: Flora Vythiri Google Ads Campaigns

Flora Vythiri Ads (09/06/2024 to 08/08/2024) saw strong results with 182 conversions, 798k impressions & 108k engagements through competitive analysis, RSAs, PMax & YouTube video ads.
We experienced an unfortunate event in Wayanad, where a landslide occurred, leading to an anomalous situation that skewed our analysis and resulted in deviations from normal performance metrics. To address this, we reworked the reports and combined two months of activity to derive the most probable scenario. This revised approach allows us to better understand the impact of the incident on our campaign results, which must be taken into account when evaluating the overall effectiveness of the Google Ads campaigns.
Prior to the incident, our campaigns enjoyed good engagement, with the majority of conversions coming from contact page views. However, following the event, there has been a noticeable decline in activity, underscoring the need for a strategic shift to regain momentum and restore engagement levels. We are currently exercising extreme caution with our ad spends, given the reduced occupancy rates. Our upcoming focus will be on bringing the property’s performance back to pre-incident levels and doing everything humanly possible to attract attention back to Wayanad, helping potential visitors see past the dangers associated with the landslide. In addition to these efforts, the team conducted a comprehensive competitive analysis, creative testing, audience targeting, and bid strategy optimizations. Emphasis will be placed on data-driven strategies to increase quality leads. Moving forward, our strategy includes implementing better tracking, utilizing dynamic bid adjustment scripts, and ongoing testing of ad elements to enhance campaign performance and maximize ROI.
As we navigate these challenges, we would like to take a moment to commemorate the lives lost in this tragic event and extend our prayers to their families and the affected community.
Report Period:
June 9 - August 8, 2024
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Focus of areas: Tracking actual bookings, bid optimization scripts, continued creative testing for further improvements. Emphasizing data-driven optimization to drive quality leads.
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Campaigns and Activities

Managed three key campaigns

Performance Max Campaign: Aimed for wide reach across Google's network to generate leads.
Search Lead Campaign: Targeted to drive leads through search queries.
YouTube Video Campaign: Attracted potential customers with engaging video ads to generate leads.

Targeted locations

Concentrated efforts on Bangalore, Chennai, Hyderabad, Kochi, and Mysuru to engage the target audience.
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Raw Data, Activities and Analysis

info
Visit our Graphs section for visual data representations. Check out Auction Insights for competitive analysis. Access our Collaterals for marketing materials and case studies.

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Graphs
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Auction Insights
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Collaterals
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Activities Completed

Performance Review in Context of Incident: We conducted a comprehensive review of performance indicators, including impressions, clicks, conversions, and CPA across all campaign types, with a particular focus on Performance Max (PMax) campaigns. This analysis aimed to identify potential enhancements that could help mitigate the impact of the recent landslide incident on our campaign performance.
Keyword Optimization for Targeted Messaging: In light of the incident, we removed irrelevant or low-performing keywords and added new, relevant ones based on search term analysis. This optimization ensures that our messaging resonates with potential visitors who may have concerns about the area, enhancing our ability to reach and reassure our desired audience.
Ad Extensions to Enhance Visibility: We utilized and monitored ad extensions such as sitelinks, callouts, and structured snippets across all campaign types to provide critical business information and enhance ad visibility. This approach is crucial for addressing visitor concerns and encouraging engagement despite the recent challenges.
Dynamic Bid Adjustments: Bids were strategically increased for high-performing keywords and PMax asset combinations, while adjustments were made for those underperforming. This strategy aims to maximize visibility and conversions during a time when campaign performance has been affected by the landslide incident.
Adherence to Best Practices: We meticulously followed the latest Google Ads best practices and trends to keep our campaigns optimized with relevant and timely information, ensuring that our messaging reflects the current situation in Wayanad and addresses potential visitor apprehensions.
Enhanced Audience Targeting: Ongoing adjustments were made to audience targeting, emphasizing key demographics, interests, and in-market audiences. By leveraging audience signals within PMax campaigns, we can effectively reconnect with potential visitors who may be hesitant to travel to Wayanad following the incident.
Traffic Guard Utilization: We continuously leveraged Traffic Guard to minimize spammy and fraudulent clicks from Google Ads, thus improving budget efficiency. This is particularly important as we are now being more cautious with ad spending due to reduced occupancy rates stemming from the recent landslide.
NRI Retreat Campaign Development: We created targeted campaigns for Non-Resident Indians (NRIs) interested in a getaway at Flora Vythiri for 2024. By focusing on demographics, interests, and geographical targeting, we aim to appeal to this specific audience, helping to rejuvenate interest in our offerings post-incident.
Research Initiatives for Tourist Flow: We are actively conducting research to identify new avenues for reenergizing tourist flow to Wayanad. This includes exploring targeted marketing and promotional strategies designed to address concerns related to the landslide and effectively communicate the allure and safety of visiting the region.

General Suggestions to Consider

In response to the unfortunate landslide incident, we aim to attract travelers from popular tourist destinations in South India, such as Munnar, Goa, Coorg, Pondicherry, Mahabaleshwar, Kovalam, Kodaikanal, Ooty, and Lonavala, to Flora Vythiri Resort in Wayanad. By emphasizing the unique attributes of Wayanad and the resort, we seek to reposition the area as a safe and appealing alternative to these more crowded locations, showcasing its resilience and beauty.

Target Audience

Travelers currently visiting or planning trips to Goa, Coorg, and other mentioned locations who may be looking for alternative destinations.
Individuals seeking a serene and refreshing escape from crowded tourist hotspots, especially in light of the recent incident.
Nature lovers and those interested in exploring the beauty of the Western Ghats, who may appreciate Wayanad’s lush landscapes and tranquil atmosphere.

Key Differentiators

Lush Greenery and Heavy Rainfall: Wayanad's tropical climate and abundant rainfall create a lush, verdant landscape, offering a stark contrast to the drier regions of India. This natural beauty can be highlighted as a restorative escape following the recent adversity.
Tea Plantations: Renowned for its vast tea plantations, Wayanad provides not only scenic views but also unique opportunities for tea tourism, inviting visitors to experience local culture and production firsthand.
Serene Environment: The peaceful atmosphere and reduced crowds in Wayanad make it an ideal destination for those seeking tranquility, particularly now as travelers may be more inclined to appreciate secluded getaways.

Strategic Initiatives

Utilize Remarketing: Focus on travelers who have previously expressed interest in similar destinations, reminding them of the alternative charm that Wayanad offers.
Create Compelling Ad Copy: Highlight the unique selling points of Wayanad and Flora Vythiri Resort, emphasizing the region’s peaceful nature and resilience in the face of recent challenges.
Use High-Quality Visuals: Showcase stunning images of Wayanad's breathtaking landscapes, the resort's facilities, and authentic guest experiences to attract attention and spark interest.
Work on Attribute Modeling:
Guest Preferences: Analyze the preferences that drive bookings, such as room types, amenities, and dining options, especially as travelers may prioritize comfort and safety following the incident.
Collect Customer Exit Feedback: Regularly survey departing guests for insights on their experiences and motivations for choosing Wayanad.
Include “How did you find us?” radio selections among other relevant questions to gather data on effective outreach channels.
Data Analysis: Leverage historical booking data to identify patterns and trends, allowing for responsive strategies that align with current traveler sentiments in light of recent events.

Incorporating 360 Degree Virtual Reality (VR) Experience on Landing Page

Enhanced Engagement: VR provides an immersive experience that grabs user attention and keeps them interested in your resort.
Increased Conversions: Users who experience a VR tour are more likely to feel connected to the resort and convert into paying guests.
Improved Brand Image: Implementing VR showcases your resort's innovation and commitment to providing a unique user experience.
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Result

We are able to achieve the total number of conversions, totaling 182 Following are the different conversion actions.
Call from landing Page: 74
Contact Us Page View(In booking page): 108

Through Google Ads

Total Impressions: 798,219 Total Engagement: 108,789
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Ongoing and Upcoming Activities

Optimizing for Data-Driven Performance

By leveraging data insights throughout the next month, we are prioritizing data-driven insights over the next month to optimize and automate our campaigns, aiming to achieve significant impact and return on investment while reassuring potential visitors of Wayanad’s appeal.
Call Tracking Implementation: We plan to implement call tracking to gain a deeper understanding of ad quality across different platforms. This will enable us to identify the most effective platforms and optimize our campaigns accordingly. This initiative will be implement for one month.
Lead Automation and Drip Campaigns: We will introduce lead automation for form submissions from both Meta and Google ad campaigns, potentially improving our conversion rates by streamlining the lead management process. Additionally, we will utilize drip campaigns on our historical customer data to further enhance engagement and conversions.
New Landing Page: We are considering to test a new landing page specifically to convert visitors from Google Ads campaigns. A/B testing against the existing page will provide data-driven insights for optimizing the user journey and maximizing conversions.
Enhanced Community Engagement Efforts: We aim to strengthen our community engagement initiatives by partnering with local businesses and organizations. Highlighting Wayanad's resilience and community spirit can foster a positive narrative that encourages both locals and travelers to promote the area as a safe and welcoming destination.
By leveraging data-driven optimization and automation, we'll push campaign performance to new heights, securing measurable business outcomes and maximizing advertising ROI.
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Campaigns and Activities
Managed three key campaigns
Targeted locations
Raw Data, Activities and Analysis
Graphs
Auction Insights
Collaterals
Activities Completed
General Suggestions to Consider
Target Audience
Key Differentiators
Strategic Initiatives
Incorporating 360 Degree Virtual Reality (VR) Experience on Landing Page
Result
Through Google Ads
Ongoing and Upcoming Activities
Optimizing for Data-Driven Performance
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