Executive summary
Welcome to the world of luxury villas
Operating in the highest of the high-end villa category, The Luxury Villa Collection has been whisking their customers off to luxury stays for over 10 years. Offering hand-picked villas that are stylish, luxurious, comfortable, and well located to allow its guests to enjoy the very best of the destination.
Luxury Villa Collection wanted to showcase their enviable portfolio to more customers. Our goal was to improve digital marketing effectiveness, grow sales through Google and Meta Ads, improve reporting on leads, sales and revenue and create SEO-focused content to build its search engine visibility within Spanish luxury villa holidays.
The problem
Evolving digital performance in a competitive luxury market
The Luxury Villa Collection needed to upgrade their digital marketing effectiveness. Their goals included improving sales through Google Ads and Meta Ads, optimising conversion tracking, and creating compelling content for SEO.
As the luxury travel market is competitive and expensive, the Adido team needed to effectively allocate budget, increase traffic quality and improve conversion rates.
The solution
Getting data smart with improved conversion tracking
We began by improving conversion tracking, enabling smarter, data-backed decisions. We optimised the Google Ads account by restructuring and implementing negative keywords to reduce ad spend wastage, this improved relevancy, visibility, traffic quality and conversion rates.
New strategies were tested to ensure the account was reaching its full potential, including DSA ads, display remarketing and new search campaigns fuelled by keyword research.
Conversion rate optimisation was crucial. Multiple UX improvements and specific PPC landing pages were suggested, created and trialled to improve the user experience.
Organically the focus was on-page optimisation of commercial pages and their templates, implementing a content-first approach to nurture customers through their booking journey.
The results
Luxurious results for luxury villas
Organic rankings saw improvements in under a month, moving from position 16 to position 2 for ‘luxury villas Marbella’ terms.
CTR on paid search increased by 222% over our 11 months of working together, compared to the 11 months prior. This was a testament to the improved quality of traffic after pausing irrelevant keywords and performance max campaigns which generated a lot of spam.
The strategic improvements in both PPC and SEO led to significant increases in digital performance and ROI for The Luxury Villa Collection, who recently achieved their strongest performing May ever!
