Pay-Per-Click (PPC) Advertising

Case Study: Martha’s Vineyard Inn Boosts Bookings with Targeted Facebook Ads (Marketing GIS)

Client: A charming and historic inn nestled in the heart of Martha’s Vineyard, Massachusetts, offering cozy accommodations, breathtaking ocean views, and a taste of island hospitality.

Challenge: The inn, a favorite among couples and families seeking a quintessential New England escape, faced increasing competition from vacation rentals and boutique hotels. Their existing marketing efforts struggled to reach their target audience effectively, leading to a decline in occupancy rates during the shoulder seasons (spring and fall).

Solution: Marketing GIS, a digital marketing agency based in Gazipur, Dhaka, Bangladesh, with a keen understanding of social media advertising, partnered with the Martha’s Vineyard inn to create and manage targeted Facebook Ads campaigns. Their approach focused on:

• Audience Targeting: Marketing GIS conducted in-depth research to define the inn’s ideal guest persona. They identified demographics, interests, and online behavior patterns of couples and families seeking romantic getaways or relaxing vacations on Martha’s Vineyard. This allowed for precise targeting of Facebook Ads, ensuring maximum reach among the most relevant audience.
• Compelling Ad Creatives: Eye-catching visuals were a priority. Marketing GIS developed a series of Facebook Ads featuring stunning photos and videos showcasing the inn’s charming interiors, inviting guest rooms, breathtaking ocean views, and the beauty of Martha’s Vineyard in different seasons. Compelling ad copy highlighted the unique selling points of the inn, such as its historic charm, cozy atmosphere, and proximity to island attractions.
• Strategic Ad Campaign Structure: Marketing GIS created different Facebook Ad campaigns targeting distinct audiences with tailored messaging. For example, one campaign focused on couples seeking a romantic getaway, featuring images of candlelit dinners and couples strolling along the beach. Another campaign targeted families, showcasing the inn’s amenities like a swimming pool or proximity to family-friendly activities.
• Conversion Tracking & Optimization: The Facebook Ads were linked to conversion tracking pixels to monitor user behavior and measure the effectiveness of the campaigns in driving website traffic and bookings. Marketing GIS continuously analyzed campaign performance, optimized ad creatives and targeting based on data insights, and allocated budget effectively for maximum return on investment (ROI).

Results:

• The targeted Facebook Ads campaigns significantly increased the inn’s website traffic, particularly during the shoulder seasons.
• Engagement metrics like clicks, comments, and shares on the Facebook Ads indicated a strong connection with the target audience.
• More importantly, conversion rates rose as qualified leads (potential guests) reached the inn’s website and were enticed to book their stay through compelling CTAs (call to actions) like “Book Your Island Escape Today!” or “Special Fall Getaway Packages Available.”
• The data-driven approach ensured a significant increase in occupancy rates during the shoulder seasons, leading to a substantial boost in revenue for the inn.

Client Testimonial:

Our family-run Martha’s Vineyard inn, open for generations, wasn’t attracting enough guests year-round. Marketing GIS’s Facebook Ads came to the rescue! Their research targeted the perfect audience with stunning visuals that captured our island charm. We’ve seen a jump in website traffic, leads, and bookings during slower months. Marketing GIS gets results globally – we highly recommend them to any Martha’s Vineyard business! -Benjamin “Ben” Cooke, Martha’s Vineyard, MA.