Robinson Farm
Robinson Farm is a historic hospitality property located minutes from Woodstock Village in Vermont. Originally established in the late 1800s, the restored farm now offers seven private guest rooms, weddings and events.
Robinson Farm partnered with Berriman Web Marketing to increase online room bookings and revenue while improving its visibility in search and generating a stronger return from Google Ads.
Location
Woodstock, VT
Industry
Ecommerce
Tools Used
Google Ads
Timeline
3 Months
The Challenge
Grow Online Booking Revenue While Improving Advertising Efficiency
Robinson Farm needed to generate more online room bookings and revenue while improving the efficiency of its paid search campaigns. At the same time, the property needed stronger search visibility for valuable terms being used by travelers looking for accommodations in and around Woodstock, Vermont.
The challenge wasn't simply to drive more traffic—it was to identify the searches most likely to produce bookings and concentrate advertising spend around those higher-value opportunities.
The Approach:
- Conduct comprehensive keyword research and build targeted Google Search campaigns around high-value terms with strong booking intent.
- Identify the search terms, ad groups and ads generating the strongest results and use those insights to progressively refine campaign targeting and structure.
- Continuously optimize keywords, bids, budgets and campaign allocation toward top-performing opportunities to increase booking revenue and improve return on ad spend.
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