The client is a traditional Hawaiian oceanfront luau who serves tens of thousands of visitors per year. Although the client was already investing in digital advertising, they were unsure of their ROI because tracking was not fully implemented and adequate attention was not being given to the account with in-house management. Their goal was to increase digital reach and event attendance while improving profitability.
Acquisition costs of obtaining a new customer through referral sources was between 20-30%, compared to 8-12% for booking directly through their website. The existing pay-per-click accounts were not receiving proper maintenance and wasting thousands of dollars annually. The client didn’t have a clear picture of how much return they were getting on their investment, and PPC represented only 12% of total bookings.