Resorts · Sheraton Grand Danang Beach Resort & Spa
Sheraton Grand Danang Beach Resort & Spa - Google Advertising
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
20.9
Successfully drove over 20.9K user clicks during the reporting period.
The Team
C
Tuyet Ngan
Account Manager
Truc Ngan
Performance Specialist
