- Frontend Development
- E-Mail Marketing
Website Relaunch and Online Marketing
For many years now, we have had the privilege of supporting Hotel Mondschein in its digital presence, as well as in the area of online marketing. And it was time again to give the hotel’s website a new, modern look. The result is a website that reflects the hotel in the combination of tradition and modernity, accompanied by a Google AdWords campaign and SEO measures.
Tradition – Innovation – Modernity
Due to the seasonally driven business of the industry, a switch has been introduced, which allows the completely independent summer and winter site to each have clearly separated content and differentiated communication.
Google Adwords Campaign
The campaign setup included standalone campaigns for the hotel rooms, remarketing and a brand campaign – each in the Austrian, German-speaking and English-speaking regions. The current Adwords campaign targets the following aspects:
The keywords on which AdWords ads were placed are tailored to the hotel’s target audience. This achieves an optimal cost-benefit ratio.
Configuring “negative keywords” avoids irrelevant placements and unproductive clicks.
The “click through rate” is the rate of clicks received in relation to the number of ad placements on Google. The higher this number is, the better the ad meets Google’s quality criteria. The goal of the optimization measures here is to achieve the best listing of the ad at the best price. Accordingly, new ad texts are developed and compared in the form of an A/B test.
Through quality criteria, Google wants to ensure that only relevant advertising is placed at the top, if possible. In this sense, it is important to optimize the quality score in order to land on the top display positions at low cost.
Landing page optimization
The page that potential customers land on after clicking on Hotel Mondschein’s AdWords ad should ideally match the keywords and ads. Here it is important to match search terms, keywords and their combinations and the website texts and to achieve continuous improvement through testing.
Implementation of eCommerce tracking for the booking tool
In order to be able to continuously optimize the booking process and thus provide the best possible service to guests, the entire customer journeys of the booking tool are recorded and analyzed.
The goal is to send a personalized newsletter in the corporate design of Hotel Mondschein to newsletter recipients in order to improve the dialog with hotel guests in the course of a one-to-one marketing process and to continuously generate new leads.
The following measures were taken for the newsletters in German and English by dmcgroup
- Topic research and Interviews
- Enter texting and newsletter content
- Image research, editing and integration into the newsletter
- Testing and shipping
- Setup of automatisms that send out mails based on certain triggers
We have been working with dmcgroup since 2011 year and over the years a close partnership relationship has developed. Among other things, dmcgroup has recently given our online presence a new look and with the help of the online campaign, which dmcgroup manages, our bookings have increased dramatically. Many thanks to the whole team and we look forward to continued cooperation!Markus KegelOwner & Managing Director, Hotel Mondschein