Creative Execution

After in-depth research and analysis of the booking behaviour of users, we narrowed in on four categories that would make the most relevant sitelinks. This included Hotel Photos, Hotel Reviews, Location Maps and Instant Booking. The Ad copy began featuring these details as sitelinks, which would dynamically change based on the keyword typed by the user. This would encourage users to click upon the ads, in-order to book their hotels thereby, leading to higher conversions.

With this Automation, one campaign could be used to serve thousands of hotels. This went on to improve ad performance, significantly. We were able to cater to multiple user queries through a single innovation and redirect the users to the correct resultant page on Cleartrip, as per the search query. Following the showcasing of Hotel Sitelinks in Real-time basis and the corresponding redirection to the respective Landing Pages, the CPA (Cost per Acquisition) decreased by 24% Year on Year while the CTR (Click through Rate) increased by 30% Month on Month.

Google limits every campaign to a maximum of 10 sitelinks. Serving relevant sitelinks for more than 2,000 hotels would mean creating and managing at least 5,000 campaigns. We would therefore have to create a system to dynamically change page results, based on the keywords the user types in. Using our innovation along with API integration, the sitelink URL would point to our server and the script on the server would read a Unique Identifier from the Keyword URL. On clicking the ad, the user would be redirected to the correct resultant page on Cleartrip, where a hotel booking could be made. With this Automation, one campaign could be used to serve thousands of hotels and improve ad performance significantly.