Launch of advertising for a hostel in Wrocław, Poland
Translation of all advertising texts and simultaneous launch of advertising in 24 languages.
Foreword
We were faced with the task of setting up advertising for an international audience. Since the hostel is sought after not only by Poles but also by tourists from all over Europe, we had to take into account requests in different languages.
Preparation for launch
We compiled a list of keywords (variations of phrases about a hostel in Wrocław) and translated it into 24 languages. We did the same with ads, extensions, and sitelinks. This was the most labor-intensive stage: it is important for users to see ads in their own language, as this significantly increases CTR and trust in the ad.
Advertising and optimization
The second challenge was the structure of the campaigns. Initially, we launched separate campaigns for each language, but later combined them into one large campaign with different ad groups. This solution proved to be more effective: the system learned faster and optimized impressions due to the larger volume of conversion data.
24 languages
Оптимизация структуры
GTM & GA
5 bookings
За результатами першого місяця:
2621 zł. витрати
11 547 показів
1352 відвідування сайту
127 переглядів сторінок номерів
25 користувачів розпочали бронювання
5 лідів і 127 кліків на телефон/соцмережі
Ми також налаштували аналітику через GTM і GA для всіх подій і конверсій. Працювали на 4 мовах (PL, EN, RU, UA), а конкуренцію складали 13 інших гравців, головним з яких був booking.com
Key point
In advertising for the hotel sector, Booking, with its astronomical budgets, buys up everything it can for all queries. This is the main difficulty when advertising a hotel independently. However, even with a small budget, it is still possible to launch effective advertising and receive bookings, as Google will find the less popular queries and still show your ad, not just Booking's. The main thing here is to work out the advertising account as much as possible, collect the maximum amount of semantics in all possible languages so that Google's algorithms have a better overview and choice of which relevant words to show you.
