Located in the center of Da Nang city, Grand Mercure has a modern French style combined with pure Vietnamese architecture to create a unique hotel complex. Grand Mercure is managed by the prestigious Accor Group, providing diverse services, notably MICE tourism, conference organization, F&B.
Solution
CleverAds has implemented 2 main strategies for Grand Mecure Da Nang: Branding (building brand identity) and Push Sale (promoting sales). Specifically:
Branding strategy:
Facebook Post Engagement: Create posts introducing services, amenities, space and experiences at the hotel.
Video View (Facebook): Produce “viral” videos, targeting Facebook channels to reach target customers.
YouTube TrueView: Continue the video marketing campaign on YouTube, covering the Vietnamese market and the Asian region thanks to the TrueView advertising format (skippable after a few seconds).
Click to Website: Deploy navigation ads to the hotel website.
Push Sale Strategy:
Facebook Post Engagement: Directly promote food combo packages and restaurant services to potential customers.
Click to Messenger: Ads that lead customers to Fanpage’s Messenger for consultation, booking or quick quote.
Search (Google Search Ads): Optimize ads on Google when customers actively search for information about the hotel or related services.
Google Display Network (GDN) Re-Marketing: “Follow up” with customers who have shown interest or interacted with the brand.
Event Responsible (Event Advertising): Advertising to optimize customer interest in the hotel’s events and accompanying amenities.
CleverAds came up with the idea of implementing 3 unique advertising content lines for Grand Mecure Da Nang:
Brand information: General introduction about the hotel, location, architecture, … as well as the space and amenities of the hotel.
Event information: Updates on outstanding activities throughout the year such as holidays, New Year and special events organized by the restaurant, typically the Sunday Chinese Buffet program with attractive promotions.
Promotion information: Introducing special combos and seasonal promotions.
Deploying Google Ads
By combining Google Search ads with carefully separated keyword sets and GDN Re-Marketing ads targeting users who have visited the website. CleverAds has helped Grand Mercure Da Nang reach the right potential customers, increase conversion rates and optimize investment efficiency for the advertising campaign.
Google Search Ads
CleverAds builds a set of keywords that closely follow the search needs of potential customers. Keyword groups are divided according to specific topics. In parallel with separating keywords, CleverAds applies demographic filters (gender, age, region, language) to focus on the right customer segment.
This way, the ad is shown to people who are likely to be interested and ready to use Grand Mercure Da Nang’s services.
Google Display Network (GDN) Re-Marketing Ads
The GDN Re-Marketing implementation process is described in three steps:
Step 1: Potential customers search for keywords related to Grand Mercure Da Nang’s services on Google.
Step 2: They visit Grand Mercure Da Nang’s website to view information.
Step 3: After leaving the website, customers will see “follow-up” (re-marketing) advertising banners displayed on other websites in the GDN network, reminding them to return to the website and book services.
This method helps maintain brand awareness and increase conversion opportunities, especially with customers who have shown interest but have not yet made a purchase decision.
Results
During the period from January 2019 to December 2019, CleverAds’ Google Search advertising campaign for Grand Mercure Da Nang generated 112,772 impressions, 12,884 clicks from potential customers, and an 11.42% conversion rate. In addition, the GDN Re-Marketing campaign also achieved 2,613,597 impressions, 13,987 clicks, and a 0.54% click-through rate (CTR).
Thanks to CleverAds’ comprehensive solutions, Grand Mercure Da Nang effectively reached potential customers, enhanced brand awareness, and boosted sales.
