Zion Ponderosa

Zion Ponderosa Ranch Resort in southern Utah is an ideal spot for families and large groups to get the Zion National Park experience the way they want it: get a rustic camping spot or a large vacation home and options in between. A long-time client of Upward Engine, each year together we find more opportunities to take their campaigns to the next level and get facilities booked.

Services Used:

PPC

Project Overview

In the post-COVID-19 world, outdoor destinations continue to be a go-to option for family and organization retreats. The goal for our work with Zion Ponderosa is to find people looking for places to stay and activities to do around the famous Zion National Park and convince them that our client’s resort is the place to be via Performance Max and Search campaigns via Google Ads.

The Challenge

The primary challenge in the last year has been how to properly introduce new lodging types into the campaigns, and how do we maximize real bookings and bring the cost per booking down.

Our Approach

Get detailed. That’s the Upward Engine team’s focus to maximize Zion Ponderosa’s budget. Over the last year the account has been restructured to be more granular, to try to serve the right lodging and activity options to the right researchers. Pairing the improved structure with fresh creative assets and an improved web design, the account has seen unprecedented improvement year over year.

Results

With some extra budget, the adjusted strategy has indeed paid off. Looking at four-month year-over-year comparison, ad engagement has improved significantly and key conversions have increased 678% compared to the 81% increase in spend.

Increase in CTR

Improved targeting and better matching of lodging options to searchers has resulted in a big boost to engagement.

400%

Increase in Conversions

The better structure, along with improvements to the post-click experience has led to an undeniable increase in quality actions.

Increase in Conversion Rate

The growth in conversion rates illustrates how effective the changes have been. And we’ve seen improved rates across all ad types.