Starwood Hotels & Resorts achieves 20x increase in mobile paid search ROI with ad extensions

Tuesday, February 21, 2012 | 9:40 AM

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Starwood Hotels & Resorts prides itself on delighting its guests wherever they are, and mobile has provided a tremendous opportunity to further Starwood hotel’s efforts, especially as travelers become more technically savvy across multiple platforms. Working with digital marketing agency Razorfish, Starwood Hotels & Resorts began running Google mobile search ads with click-to-call (CTC) and location extensions in November 2009, using a launch and iterate approach to achieve the best results. Through using mobile ads, Starwood Hotels & Resorts and Razorfish learned how guests are using ads to call as well as find directions to property locations.

“Implementing click-to-call and location extensions simultaneously boosted ROI and improved user experience,” says Amos Ductan, Senior Search Manager at Razorfish. “Mobile users are 20 times more likely to click on a map than desktop users and people who make a call are much more likely to convert. Ad extensions improved both conversions and customer experience.”

The combination of click-to-call and location ad extensions resulted in an increase in mobile paid search ROI, with CTC now driving a majority of Starwood hotel’s mobile search bookings. Additionally, Starwood hotel’s hyperlocal mobile search campaign resulted in:

  • 20x increase in mobile paid search ROI
  • Mobile booking growth of 20% month on month
  • 200% increase in mobile traffic
To learn more about how Starwood maximized mobile, see here for the full case study.

Posted by Kevin Otsuka, Associate Product Marketing Manager