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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 Misty Falls Google Ads Campaigns

Flora Misty Fall's Google Ads campaigns for the period 15/09/2024 to 15/10/2024 included competitive analysis and targeted Performance Max and YouTube Video ads, which resulted in 307 conversions, 42K impressions, and 6.59K engagements.
The team executed a comprehensive competitive analysis, creative testing, audience targeting, and bid strategy optimizations to adapt to the current landscape following the Wayanad landslide incident, which resulted in significant reductions in travel and widespread cancellations. This incident has been a major causative factor for the anomalies observed in our campaign performance and general traveler behavior patterns. During a period when Athirappally tourism was temporarily halted, our efforts focused on pivoting our strategy to regain traveler interest and rebuild confidence.
Now that the temporary ban on travel has been lifted, we are seeing improvements in traveler behavior, reflecting a gradual recovery in interest. Moving forward, our next priorities will include capturing actual bookings, devising attractive incentives to encourage visitors to complete their reservations, optimizing bids to enhance visibility, and continuing creative testing to refine our messaging. Emphasis will be placed on data-driven optimization to improve the quality of leads and conversions.
Despite recent challenges, our campaigns have seen significant engagement, with the majority of conversion actions arising from contact page views, indicating a renewed interest among potential guests. Looking ahead, our strategy will involve implementing better tracking of the complete guest lifecycle. We'll utilize dynamic bid adjustment scripts and engage in ongoing testing of ad elements to enhance campaign performance and ROI. This comprehensive approach will help us navigate the current tourism landscape and drive a successful recovery for Flora Misty Falls.
Report Period:
June 9 - August 8, 2024
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Areas of focus: 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 two key campaigns

Performance Max Campaign: Aimed for wide reach across Google's network to generate leads.
YouTube Video Campaign: Attracted potential customers with engaging video ads to generate leads.

Targeted locations

Concentrated efforts on Bangalore, Chennai, Hyderabad, Kochi, Mysuru, Alappuzha, Coimbatore, Kottayam, Kozhikode, Malappuram, Mumbai, Palakkad, and Thrissur to engage the target audience.
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Raw Data, Activities and Analysis

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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

KPI Evaluation: We evaluated key performance indicators (KPIs), including impressions, clicks, conversions, and cost per acquisition (CPA) for all campaign types, with a specific focus on Performance Max (PMax). This analysis was crucial for pinpointing opportunities for optimization, especially in light of the anomalies in performance caused by the Wayanad landslide incident.
Bid Adjustments: Enhanced ad visibility and boosted engagement and conversions by increasing bids for top-performing keywords and PMax asset combinations, while adjusting bids downward for underperforming areas. This targeted approach is designed to maximize ROI as traveler interest begins to recover post-incident.
Budget Adjustments: Budget adjustments were employed to reflect the implications of the travel bans. This strategic reallocation aimed to minimize wasted spend during the downturn while ensuring that sufficient resources were available as demand began to rebound.
Ad Pause Impact Analysis: The temporary pause in ad campaigns, necessitated by the travel restrictions, significantly impacted overall campaign performance. During this period, we experienced decreased visibility and engagement, underscoring the importance of maintaining a consistent presence and adapting our strategies to address changing market conditions.
Search Campaign Refinement: Search campaigns were meticulously reviewed for search term performance, leading to the elimination of irrelevant or underperforming keywords and the incorporation of new, relevant ones to more effectively reach our target audience.
Competitive Analysis: We consistently monitored competitors to identify emerging trends and opportunities, allowing us to tailor our Google Ads strategy for a competitive edge in the recovering market.
Ad Optimization: Google Ads best practices and trends were closely monitored to ensure that our campaigns remained optimized based on the latest information and feedback regarding traveler sentiment in the wake of the incident.
Creative Refresh and Attribution Analysis: PMax asset performance was analyzed, necessitating a refresh of underperforming creatives due to the anomalous events in the Western Ghats caused by excessive torrential rainfall. This creative update aims to better align with the current interests and concerns of travelers. Additionally, attribution modeling was employed to better understand how different touchpoints contributed to conversions within PMax campaigns, aiding us in refining our strategies moving forward.
Data-Driven Optimization: Throughout the month, we leveraged data insights to optimize and automate campaigns, with the goal of achieving significant impact and return on investment, especially as we work to regain traveler confidence and interest.
Seasonal Campaign Monitoring: The monsoon season campaign for Flora Misty Falls is actively monitored, maintained, and optimized, focusing on its seasonal offerings to capitalize on the increased traveler interest as conditions improve.
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Key Results

We were able to achieve a total of 660 conversions. ​Conversion breakdown from different conversion actions:
Hotel Direct Line call Click: 368
Reservation call clicks: 656
Contact Us page views: 46
Completed booking processes: 1
Google Ads Impressions: 321,765 Google Ads Engagements:33,652

Campaign Insights

Geo-Targeting: We concentrated our efforts on key Indian cities, including Bangalore, Chennai, and Mumbai, to maximize local engagement. To further enhance our reach, we suggest incorporating smaller towns such as Munnar and Ooty, which attract frequent seasoned travelers, allowing us to tap into an audience that values unique, nature-oriented experiences.
Performance Max Campaign: Our expanded reach across Google’s network through Performance Max campaigns has successfully generated high-quality leads. However, recent performance anomalies resulting from the Wayanad landslide incident have necessitated a closer examination of how these campaigns are resonating with potential visitors.
Engagement Metrics: The majority of conversions have stemmed from high-value interactions, particularly from "Contact Us" page views. This indicates a strong interest in our offerings and suggests that prospective guests are actively seeking more information, which presents an opportunity for tailored follow-ups to convert this interest into bookings.
Optimize for Weekend Peaks: To capitalize on higher engagement rates, especially during weekends, we plan to allocate more budget and optimize ads specifically for Fridays and Saturdays. This strategic move aligns with traveler behavior trends and aims to enhance visibility and conversions during peak times.
Cost Management: We are closely analyzing the increased cost per click (CPC) and cost per conversion to identify areas for potential cost reduction without compromising overall performance. Understanding these cost dynamics is essential, especially in light of recent disruptions, as we aim to maintain a healthy ROI.
Focus on High-Performing Days: Leveraging data on high-performing days will allow us to further optimize our campaigns to maximize returns. By pinpointing which days yield the best performance, we can allocate resources more effectively and enhance our overall campaign efficacy.
Addressing Anomalous Activities:In light of the recent challenges, we must remain vigilant in monitoring any anomalous activity in campaign performance related to external factors, such as the impact of the landslide on traveler sentiment. Identifying these anomalies will enable us to adapt our strategies proactively and respond to shifts in market behavior, ensuring that we remain competitive and relevant in the evolving tourism landscape.
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Ongoing and Upcoming Activities

This section provides an overview of the current ongoing activities and the scheduled upcoming activities for the next few months.
Optimizing for Data-Driven Performance: By leveraging data insights throughout the next month, we'll optimize and automate campaigns with the goal of achieving the greatest impact and return on investment.
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.
Targeted Remarketing Ads: Targeted ads will be displayed to website visitors who haven't converted yet, reminding them of our brand and driving them back to our site. This strategy aims to increase brand awareness and conversion rates among a qualified audience.
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.

Through these data-driven optimization and automation initiatives, we aim to boost the number of guests and generate more enquiries for our Monsoon campaign. Our goal is to drive tangible business results and maximize the return on our advertising investments.
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Campaigns and Activities
Managed two key campaigns
Targeted locations
Raw Data, Activities and Analysis
Graphs
Auction Insights
Collaterals
Activities Completed
Key Results
Campaign Insights
Ongoing and Upcoming Activities
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