PPC for Call Center | Diamond Resorts

Challenge

Diamond Resorts wanted to grow aggressively and expand on their press coverage from being featured on “Undercover Boss“. They had a solid call center and sales team but needed to supercharge their inbound leads. Partnering with the agency of record, Jonathan Stec was retained to build a digital marketing inbound lead program from scratch.

Strategy

Utilizing a combination of search and display ads, a comprehensive and highly refined Google Ads campaign was built to capture targeted users across Google’s properties. Landing pages were built using both in-house resources and Unbounce. Leads were driven via 8 field lead forms and phone calls (using CallRail to track and link performance back to Google Ads). In depth, custom reporting was created to keep the CEO, David Palmer, and top-down stakeholders abreast to performance.

Approach

Going up against big players such as Wyndham, Hilton, and Hyatt required an ingenuitive and different approach. Leveraging Diamond’s already strong brand, location assets, and program capabilities, we built a lead program offering users a new way to interact with this brand different from any other brand in the industry.

The Process

A Fresh, New Perspective

Landscape and Competitive Analysis

Working with the Agency of Record and Diamond’s stakeholders, landscape and competitive research was done to understand current positioning and scope. This analysis formed the basis for the creative, assets, audience targeting, and bid strategies.

Keyword and Audience Research

Following the Landscape and Competitive Analysis, Keyword and Audience Research was done to identify the exact targets to market to. Keywords were identified that matched the target audience to Diamond’s offering, while the audience targets were built to further reach into our desired acquisitions.

PPC Advertising

Within the full marketing “pie”, we worked to create a mini “PPC pie” that was supported by “slices” of PPC components. To accomplish this, PPC Advertising was done on both Search and Display Networks, with a small Social play as well.

Lead and Call Tracking

Lead and Call Tracking are paramount to a successful inbound lead marketing program, so it was imperative to have rock solid, 100% accurate tracking set up. Utilizing a combination of Google’s tracking tools for lead form tracking, CallRail for call tracking, and a third party tool for audit purposes, tracking accuracy was never an issue or question.