Resorts · Sheraton Grand Danang Beach Resort & Spa
Sheraton Grand Danang Beach Resort & Spa
2024 · Da Nang, Vietnam
Teaming up with Sheraton Grand Danang Beach Resort & Spa, we engineered a precision-driven Google Ads ecosystem to scale inbound international traffic and maximize direct bookings. By integrating Display and Search channels, the initiative successfully translated top-funnel destination curiosity into bottom-funnel revenue across seven major Asian territories and the local Vietnamese market.
The Brief
Scale the property's digital footprint across high-value inbound regions, specifically India, Singapore, Thailand, Japan, Hong Kong, Taiwan, and Malaysia.
Solidify market presence and drive continuous conversions from the domestic Vietnamese audience.
Leverage Search Engine Marketing (SEM) to secure direct booking revenue across all targeted geographies.
Generate substantial website traffic by targeting broad, non-branded destination terms (e.g., "Da Nang holidays," "resorts in Da Nang") while intercepting ready-to-book users via branded search queries.
The Scope
Performance Marketing
Google AdsSEM
The Challenge
- Pushing generic destination keywords attracts massive traffic but often yields low-intent "window shoppers." Filtering out unqualified clicks to protect the Cost Per Acquisition (CPA) was a primary hurdle.
- Tailoring campaigns for eight drastically different markets, each with unique search habits, language nuances, and booking windows (from India to Japan) demanded hyper-localized campaign setups.
- Allocating ad spend across multiple international regions and high-volume keywords can quickly exhaust resources. This required ironclad bid management and an exhaustive negative keyword list to prevent budget dilution.
The Execute
- Deep-dived into regional search behaviors, travel triggers, and seasonality across the seven international markets plus Vietnam, building highly accurate buyer personas.
- Deployed continuous split-testing on ad creatives, localized copy, and keyword match types (Broad, Phrase, Exact) to isolate the most profitable traffic streams prior to budget scaling.
- Rolled out visually compelling Google Display Network (GDN) campaigns aimed at users consuming Da Nang travel content, effectively pooling high-potential users for future touchpoints.
- Launched a two-pronged SEM. First, non-branded campaigns captured users researching Da Nang trips to drive massive site traffic. Second, heavily optimized branded campaigns intercepted high-intent searchers, seamlessly funneling them to the direct booking portal to close the sale.
The Outcome
IMPRESSION
627.9K
Generated a total of 627.9K impressions throughout the campaign.
CLICK
20.9K
Successfully drove over 20.9K user clicks during the reporting period.
The Team
C
Tuyet Ngan
Account Manager
Anh Thêm
Marcom Executive
