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Marketing Case Study: Measuring Banner Ad Results - Personality Hotels

Banner Ads Case Study Personality Hotels

Situation Analysis
Personality Hotels is San Francisco's original boutique hotel company and consists of an eclectic collection of five boutique hotels. In an effort to increase brand awareness and drive traffic to their web site, Personality Hotels decided to run an online banner ad campaign with a local radio station. Personality Hotels asked HotelTravelCheck.com to help develop the banner ads, work with the radio station to implement the ads, and assist with measuring the effectiveness of the campaign.

Having already worked with Personality Hotels on the development of their new web site, HTC was able to very efficiently develop customized banner ads that represented the Personality Hotels brand image and enticed visitors to click through. For marketers, it has always been hard to effectively measure the precise results of a brand awareness campaign, and this is typically the case with banner ads as well. In an effort to help Personality Hotels manage their ad campaign and analyze the results to determine the success of it, HTC implemented the landing page system that will tell you precisely how many new visitors uniquely come from that ad campaign.

Banner Ad Case Sample - Personality Hotels

Objective
The objective was to develop a banner ad campaign that would build brand awareness, to get viewers to click the banner to visit the company's web site, and to implement it in such as a way as to be able to measure the results.

Solution
First, the professional designers at HTC produced eye-catching banner ads that met the design specifications for this particular radio station. HTC worked with the advertising group at the station to ensure proper placement and implementation of the banner ads.

Next came the challenge of putting the landing page system in place to ensure the results could be measured.

How can one accurately measure the real ROI and have access to exact numbers while conducting an important advertising campaign? How can you separate traffic from search engine referrals from new traffic that is directly produced by a major ad campaign? It's very simple. The solution is to create a landing page system that will tell you precisely how many new visitors uniquely come from that ad campaign. A landing page is a page designed specifically for each particular campaign. It is given a unique name and is used as part of the link for the banner ad. By sending visitors to a unique page, you are able to provide them with detailed information that is specific to the banner ad that they clicked to come to your site and it also allows you to use your web log reports to determine the exact number of visitors that page received. A landing page is only accessed by clicking on the banner - so you know that every visitor came to that page because of the banner ad.

Here is the landing page that HTC developed for Personality Hotels.

Results
When you initially start a campaign with a site, you go into the deal with certain expectations. Before you decide if you want to invest in an ad campaign, you should always try to determine whether or not you think the results of the campaign will be worth the investment. The company you are advertising with should give you an idea up front of the estimated number of visits you will receive for your investment.

For this particular campaign, the radio station told Personality Hotels approximately how many visitors they should expect. By knowing this number, you can take your total investment, divide it by the number of visitors, and get an estimated cost per click for the campaign and determine if you think it is worth doing. It is also important to keep in mind that even though you can track the exact number of visitors by using a landing page, you can't track the number of impressions - or the number of times the banner is displayed - the number of times people see the banner but may not click. This may not be able to count towards the specific ROI of a campaign, but definitely helps in building brand awareness. If you assume an average click through rate of 1.5, you can take the number of clicks you received and multiply it by 1.5 to get an estimated number of people that viewed your ad.

During this campaign, HTC reviewed the results and found, in this particular case, that Personality Hotels had not received near the number of visitors that they had been promised. Had HTC not implemented landing pages, the campaign would have ended and Personality Hotels would not have known that they did not receive the results they expected. HTC was able to tell Personality Hotels and the radio station the exact number of visitors received during the campaign and allowed them to continue to run the banner until the desired number had been reached.

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