Together with Travador, we decided to switch off Google Ads completely in October 2023. The main reason was too many brand and hotel name conversions that would have taken place even without ads - then a theory, now reality. Despite a decline in sales, this decision led to more revenue.
The budget was redistributed to more sustainable channels
Initial situation
Travador had been using Google Ads for years to generate reach and bookings. However, a closer analysis showed that the majority of conversions came from brand searches (e.g. "Travador") or hotel name searches - i.e. queries that were already strongly linked to the brand. The generic keywords (e.g. wellness hotel Austria) did not generate enough conversions in relation to the depth of Travador's offering to make the costs for Google Ads profitable.
Measures
Analyze ROAS: Examine all campaigns and conversions to measure the actual value contribution.
Identification of inefficient keywords: Differentiation between brand/hotel name conversions and generic search queries.
Strategic step: deactivation of Google Ads, as no positive ROAS could be achieved.
Organic focus: Greater use of SEO, affiliate and newsletter campaigns.
Results
100% budget savings with Google Ads
Improved ROAS, despite less sales via Google (Ads)
Organic brand & hotel searches compensated for the majority of the "switched off" conversions
More budget for more efficient marketing channels such as newsletters, affiliates and SEO
About Travador
Travador is a leading online travel provider for short breaks and wellness vacations in German-speaking countries. With attractive packages, a wide reach and innovative marketing, Travador has been delighting travelers who value experience and quality for years.
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