Anonymous Resort: Brand PPC Efficiency and OTA Defence

Challenge

Brand paid search spend was rising while OTAs were competing for high-intent brand and destination-modified searches.

Strategy

We separated pure brand, OTA comparison and destination-modified campaigns, then rebuilt bidding rules around booking value and impression-share risk.

• • Brand protection against OTA auction pressure
• • Intent separation across brand, destination and comparison searches
• • Revenue-led bid controls rather than click-volume optimisation

Execution

• • Split campaigns by brand purity and OTA-comparison risk.
• • Rebuilt ad copy around direct booking benefits and flexible rate messaging.
• • Applied bidding rules based on stay value, market and device performance.
• • Audited booking-engine conversion tracking for cleaner optimisation signals.

Commercial Impact

• • Lower cost to defend high-intent brand demand.
• • More direct revenue captured from guests already close to booking.
• • Cleaner separation between protective spend and incremental acquisition spend.