JW Marriott Cherry Creek Case Study

BACKGROUND

JW Marriott Cherry Creek is a luxury hotel in the heart of Denver’s prestigious Cherry Creek neighborhood. The JW wanted to launch a paid search (PPC) campaign to secure a strong search presence on Google, Bing and Yahoo while ensuring a strong return on investment. The JW faced many challenges, including new inventory and a lack of awareness of the Cherry Creek neighborhood to outside visitors.

O’Rourke was hired to build out and execute these campaigns, which were originally launched in April 2017. The campaigns evolved along with the needs of the property over its lifespan, but the bottom line goals have never changed.

 

RESULTS

The paid search campaigns have been tremendously successful since its inception with a 10:1 lifetime return. Other metrics like Avg. CPC and Conversion Rate have also performed well, coming in at $2.13 and 3.44%, respectively. Ultimately, the property’s goals were achieved with a consistently strong search presence while outperforming return rate expectations.

 

BOTTOM LINE

Paid search advertising is not a set-it-and-forget-it type of marketing initiative. It requires constant evaluation, adjusting bid strategies and working closely with the property team to ensure we’re impacting the right need times.

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