Le Négresco: How can we win back market share from the OTAs?

optimize360 How can you win back market share on OTAs (e.g. Le Negresco Nice)?
Objective

Increase direct bookings

  • Regaining control of direct bookings vs. OTAs
  • Better control of your customer database
  • Improving the direct profitability mix
Method used

Implementation of SEA levers

  • Setting up Google Ads brand defence campaigns
  • Profitability mix monitoring
Results obtained

Increase in sales

  • Le Négresco has boosted its Direct Sales by +59% in 1 year
  • A de facto increase in the profitability mix and better control of the customer file
optimize360-client-negresco
CustomerLe Négresco
TargetBtoC
Site URLhttps://www.hotel-negresco-nice.com
optimize360 customer photo negresco
+0%
conversion rate
+0%
of direct transactions
+0%
in Direct Sales in 1 year

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What is SEA?

SEA (Search Engine Advertising) is a form of online advertising that enables companies to place ads on search engines.

How does Google Ads work?

Google Ads enables advertisers to create targeted ads based on specific keywords, which are displayed to users when they search on Google.

What's the difference between SEO and SEA?

Le SEO (Search Engine Optimization) involves optimising websites for search engines to improve their natural positioning, while the SEA consists of paying to display ads on search engines.

How does the Google Ads auction work?

The Google Ads auction is a system in which advertisers bid on specific keywords so that their ads are displayed when a user performs a search on Google.

The advertiser who wins the auction and has the best quality ad will have their ad broadcast.

What is Google Ads Quality Score?

The Quality Score is an indicator of the quality of the ad and the landing page to which it links.

This is a score from 1 to 10 that affects the cost and ranking of the ad.

The higher the Quality Score, the better the ad will perform and the cheaper it will cost.

How can I target a specific audience with Google Ads?

Google Ads allows you to target a specific audience using criteria such as geolocation, keywords, interests, age, gender and much more.

What is a Google Ads campaign?

A Google Ads campaign is a set of ads and associated parameters created to achieve a specific objective, such as generating leads or increasing sales.

How do you measure the performance of a Google Ads campaign?

The performance of a Google Ads campaign can be measured using metrics such as cost per click (CPC), conversion rate, click-through rate (CTR), return on investment (ROI) and much more.

What is Google Ads remarketing?

Google Ads remarketing is an advertising targeting method that involves displaying personalised ads to people who have already interacted with your business or website.

What impact does the quality of the landing page have on the performance of a Google Ads ad?

The quality of the landing page has a major impact on the performance of a Google Ads ad, as it can affect the bounce rate and the conversion rate.

A relevant, high-quality landing page can increase the chances of conversion and therefore reduce the cost per acquisition.

Our main Optimize 360 SEA Agencies

SEA Agency Paris Optimize 360 Google Ads Agency

Our SEA Agency Paris is the first to have been created in 2012 by its founder Frédéric POULET

The team of Paris SEO experts is divided into several geographical sectors:

 

SEA Agency Lyon Optimize 360 Google Ads Agency Lyon

Optimize 360 is also present throughout the Rhône Alpes region. With its

SEA Agency Marseille PACA Optimize 360 Google Ads Agency Marseille PACA

Headed by Franck La Pinta, Optimize 360 has branches throughout the PACA region.

SEA Agencies Switzerland Optimize 360 Google Ads Agencies Switzerland

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AgenceSEA Bordeaux Optimize 360 Google Ads Agency Bordeaux

Optimize 360 is present in Bordeaux and throughout the southern Aquitaine region, with its

SEA Agency Metz Nancy Optimize 360 SEA Agency Metz Nancy

Optimize 360 is present throughout the Grand Est region of France

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