These results occurred largely due to the focus of PPC on a target audience and the implementation of new Google search marketing features such as RLSA layering capabilities and AdWords household income targeting. KeywordFirst increase volume and efficiency, providing Montage with a 33.5% increase in bookings, a 15.2% increase in revenue, and a 13.4% increase in return on advertising spend year over year. By adjusting spend for these audiences based on their likelihood to book a room, KeywordFirst was able to increase budget in the geographic areas that perform best and reduce cost in locations with low performance. Our team identified the geographic locations of Montage’s target audience by analyzing booking data by designated market area (DMA) region as well as the new household income tiers available from Google AdWords. KeywordFirst also created device-specific text ads and expanded text ads in order to cater messaging to the device on which a person sees the Montage ad.įocused Montage PPC ads to the target audience using geographic location. This understanding, and the use of new device-level bid features, allowed our team to modify PPC bids for each device by resort location according to past performance. By analyzing device-specific data, KeywordFirst was able to determine that the likelihood of a person booking a room was dependent on the device the person uses and the location of the resort. We implemented bid modifiers for each device people use to book a room - desktop, mobile, and tablet. Tailored online advertising by guests’ devices and locations. Consequently, KeywordFirst was able to allocate more budget to the most qualified customers while limiting ad spend for those who were least likely to book a room. We also deployed Google’s new remarketing lists for search ads (RLSA) layering capabilities (which make it possible for businesses to customize search ad campaigns for people who have previously visited their websites). The resort is located less than one mile from Marsh Harbour in The Abacos and will be home. Montage Cay is a 48-acre private-island resort and residential community in The Abacos, Bahamas. Consequently, we understood how likely each audience was to complete a booking. Surrounded by breathtaking turquoise waters, Montage Cay will blend the welcoming, authentic spirit of the Bahamas with the unparalleled service of Montage. We expanded the use of audience remarketing lists (a collection of people who visit a website) by identifying several audience segments based on the actions people took on the Montage website. Doing so meant undertaking a number of steps. The KeywordFirst team employed a creative approach to increase return on ad spend by applying an understanding of the client’s ideal target market through emerging paid search capabilities:įocused Montage’s paid advertising on its most profitable audiences. After two successful years developing a search engine marketing presence, Montage challenged the KeywordFirst team to develop an innovative approach to take PPC growth beyond increases in volume and toward a significant increase to the client’s return on ad spend.

Initially KeywordFirst collaborated with Montage to increase its brand awareness in the crowded luxury hospitality industry, and then our joint focus shifted to driving online bookings directly through the client’s site rather than through online travel agencies. The client has worked continuously with KeywordFirst to achieve its goals and then raise the bar for success. Montage has worked with KeywordFirst since 2013 to build its business with pay-per-click (PPC) marketing such as paid search. The trump card? A chauffeured Maybach at the ready for shopping jaunts to Rodeo Drive.Montage is a hospitality management company that operates luxury resorts serving affluent travelers in locations such as Beverly Hills and Deer Valley. The 201 residential rooms have mosaic-tiled bathrooms and plush chaise furniture.

Martineau also helms Parq Bar, which opens onto the Beverly Canon Gardens, and E10, a Nina Petronzio-designed whiskey bar that has custom furniture from her Plush Home collection and specializes in Macallan single malt. Montage Hotels & Resorts is Part of American Express Travels Fine Hotels & Resorts® with Exclusive Benefits for American Express Platinum Card Members. Acclaimed New York transplant Scarpetta is the place to try chef Scott Conant’s modernized Italian, while the more casual Rooftop Grill serves chef Patrice Martineau’s fresh California cuisine sourced from local farmers’ markets. There’s an abundance of luxe offerings throughout: a tea lounge with hand-painted china by porcelain artist Lissi Kaplan and a live harpist a spa salon run by colorist to the stars Kim Vo and legendary barbershop Gornik & Drucker. The throwback white-glove service at this Spanish Revival-style hotel starts upon arrival, when guests are greeted by dapper valets in top hats. The Montage Beverly Hills is an ode to old Hollywood glamour.

Montage hotels