Measurement & Campaign Strategy For Ladera.com

Paige Smith

Table of Contents Background 3 Target Audiences 4 Main Pages 5 Macro Goal 6 Micro Goals 7 Setting Up Goals 8 Regional Filters 9 Landing Pages & Interests 10 Weddings Campaign 12 Campaign Channels 13 Customized URLS 14 Metrics 15 Summary & Recommendation 16

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Background Ladera Resort in St. Lucia offers a variety of vacation options for adult

guests. The website exists to showcase those opportunities and encourage visitors to book a vacation. With main pages such as activities and

accommodations, visitors are provided in-depth information about what the resort has to offer. In addition, Ladera hosts wedding ceremonies and

receptions in an effort to expand their market. The following presentation will show how Ladera can use Google Analytics to enhance the website and

create a campaign for weddings.

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Target Audiences Married Couples

Anniversary celebrations

Unmarried Couples

Wedding location

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Main Pages

Provides visitors with an overview of the resort

and what it has to offer

Showcases the activities available at Ladera

Offers wedding packages, locations,

and special rates

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Macro Goal Book a room 1.  Book Now 2.  Room

Selection 3.  Reserve

Room & Payment Information

⏎

⏎

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Micro Goals

Submit request on ‘Contact Us’ page

Visit ‘Rates and Special Offers’ page

Join email list

Request proposal

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Setting Up Goals

Goals are valuable tools within Google Analytics because they can track when events happen, such as when a visitor fills out a contact form or when they visit a

specific page. I recommend using Goals to track the number of page views for ‘Book Now’ to determine the percentage of visitors who visit the site and book a room. 8

Regional Filters

To filter the data to only see visitors from North America, Europe, and South America, follow the process above and repeat the steps using “Europe” and

“South America” as the filter name. 9

Landing Pages & Interests Ladera.com Ladera.com/the-resort

St. Lucia resorts Amenities at Ladera Resort

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Landing Pages & Interests Ladera.com/romantic-getaways Ladera.com/activities

Celebrations What to do at the resort

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Weddings Campaign To expand on Ladera’s target markets, I suggest creating a campaign centered around weddings. By guiding visitors

directly to Ladera.com/romantic-getaways through AdWords, email campaigns, and Pinterest, Ladera’s

number of new visitors and sessions should increase. As a result, Ladera builds stronger brand awareness and

greater market share for wedding locations in St. Lucia.

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Campaign Channels The campaign would be advertised on the following

websites using AdWords:

In addition to using AdWords, Ladera should utilize advertisements on Pinterest and email campaigns.

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Customized URLs For the campaign, it is important to use customized URLs for each website and channel.

These are used to record the number of visits from each source, determine if paid advertising is as effective as unpaid, and provide a benchmark for future marketing

campaigns. The following URLs should be included: TheKnot.com: ladera.com/romantic-getaways?utm_source=theknot.com&utm_medium=banner&utm_campaign=weddings Kay.com: ladera.com/romantic-getaways?utm_source=kay.com&utm_medium=banner&utm_campaign=weddings Zales.com: ladera.com/romantic-getaways?utm_source=zales.com&utm_medium=banner&utm_campaign=weddings Jared.com: ladera.com/romantic-getaways?utm_source=jared.com&utm_medium=banner&utm_campaign=weddings BlueNile.com: ladera.com/romantic-getaways?utm_source=bluenile.com&utm_medium=banner&utm_campaign=weddings MyRegistry.com: ladera.com/romantic-getaways?utm_source=myregistry.com&utm_medium=banner&utm_campaign=weddings Pinterest.com: ladera.com/romantic-getaways?utm_source=pinterest.com&utm_medium=banner&utm_campaign=weddings Email: ladera.com/romantic-getaways?utm_source=newsletter&utm_medium=email&utm_campaign=weddings

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Metrics The following metrics will be important when analyzing data

in Google Analytics: New vs. Returning Visitors – if Ladera has a high number of returning visitors, that indicates that many users are interested in Ladera Resorts. If Ladera has a high number of new visitors, specifically at ladera.com/romantic-getaways, that means the Weddings campaign is working. Time on Site – if visitors are on the site for a long time, they are probably interested and will return. All Pages – will be used to determine which pages are most popular and if the Weddings campaign is generating more interest. Bounce Rate – will be used to determine if there are problems with the landing pages.

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Summary & Recommendation Ladera has a beautiful, user-friendly website that offers plenty of

information to visitors. In order to maximize the website’s potential, Google Analytics should be used to create goals, set filters, and track

activity. Specifically, the Weddings campaign will need Google Analytics in order to be successful. Ladera should advertise the campaign on engagement websites using AdWords, Pinterest, and through email

marketing. To track activity from each source, use the customized URLs provided. Finally, analyze data in Google Analytics, focusing on the

suggested metrics. Upon approval, I recommend immediately advertising the campaign on the suggested websites.

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