Balnea is a spa and thermal reserve that was founded in Bromont, Quebec in October 2005. Since then, the brand has become a reference in the region and is highly innovative with its contemporary design and all-inclusive wellness experiences. Nature and rejuvenation are at the heart of a brand image that aims to be relaxing, luxurious and inspiring.
Results
54%
reduction of the Cost-per-click (CPC) on Google Ads
15x
Return On Ad Spend (ROAS)
+20%
Year-on-year increase in SEO and Pay-per-click (PPC) traffic
Context
The wellness industry continues to grow year after year, with new sensorial experiences being created to renew an offer that is constantly in demand for novelty. Highly competitive, this market is evolving to a point in which experience takes precedence over product—and service is king. Moreover, marketing must be carried out locally.
“From the very first months, we have noticed growth in results.” – Véronique Messier – Marketing and HR Director
Our major challenge was therefore to help BALNEA stand out from the competition despite promotional calendars and offers that were often identical. In this context, the focus was therefore on increasing the brand’s notoriety, influence and market presence transforms.
Strategies
All of our efforts in paid advertising were a result of a strategy to increase BALNEA’s online notoriety without neglecting the transactional aspect of the business. In addition, our strategy focused both on prospective audiences and current clients:
Complete structure of media campaigns
We set up a complete structure of ad placements to create a digital ecosystem on Facebook, Instagram, Bing, Google Display, YouTube, Google Search and Google Shopping
Complete redesign of the Google Ads account
Turko restructured the Google Ads account based on increased market segmentation and advanced techniques, such as the implementation and management of SKAGs (Single Keyword Ad Groups).
Design and management of micro audiences et gestion de micro audiences
We designed and managed highly qualified and relevant micro audiences for each segment. In addition to this, we completed extensive work on retention and loyalty using customer databases.
Enhanced E-commerce and re-targeting
Turko implemented Enhanced Ecommerce (EEC) on Google Analytics to measure the conversion funnel and created re-targeting audiences on Google Ads.
Google Shopping and dynamic retargeting on GDN
We configured dynamic re-targeting of products on Google Shopping to re-target buyers on Google Display Network (GDN) with ads related to their purchases.
Advanced data collection via a dashboard
We created a dashboard that displayed key data in real-time as well as a complete analysis report by campaign.
Executable and measurable SEO strategies
Turko created and implemented several SEO strategies to maximize click-through rates during promotion periods. We closely collaborated with the web development agency for the technical implementation of SEO initiatives.
We implemented Agile collaboration with BALNEA to address all of its needs and provide a flexible service to react in real-time to the performance of the campaigns.
Services used
- Google Ads
- Facebook Ads
- Youtube Ads
- Google Display Ads
- Bing Ads
- SEO Strategy
- Shopping Ads (Google Merchant Center)
- Marketing performance dashboards
- Google Analytics
- Google Tag Manager
