Challenge Overcome
Imperial London Hotels were able to make their Paid Search budget work harder by reducing spend on areas with organic coverage, and understanding the true value behind their search marketing.
Approach Taken
Incubeta and Imperial London Hotels worked together to identify opportunities, guide optimizations and achieve maximum incrementality.
Leveraging machine learning with a data driven approach meant that automated paid bidding decisions are in line with a search terms organic position, ultimately driving budget efficiency.
The savings that were made through this approach have been reinvested into other areas to maximize the paid search ecosystem.
Value Delivered
Having developed a holistic understanding of all Search activity, Imperial London Hotels drove channel optimization and delivered a 73% increase in revenue vs pre-campaign implementation. This resulted in a 96% increase in Total Search Revenue YoY.
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