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Nima Lodge is a boutique lodge, situated in Wilderness, South Africa. They have seven transformative cabins, set in a secluded valley, perched above an indigenous forest. The cabins offer an inspired yet relaxing experience where guests can regulate, formulate and emerge with more insight and clarity. At Nima, guests can spend the day soaking in the hot tub, exploring the Wilderness National Park Forest trails, explore waterfalls and private swimming holes, or simply read in bed with an enchanting view. Nima Lodge aims to provide a serviced experience where their guests feel alone yet supported.
increase in conversion value / cost (ROI)
increase in conversion value
increase in conversion rate
Nima Lodge is a boutique lodge, situated in Wilderness, South Africa. They have seven transformative cabins, set in a secluded valley, perched above an indigenous forest. The cabins offer an inspired yet relaxing experience where guests can regulate, formulate and emerge with more insight and clarity. At Nima, guests can spend the day soaking in the hot tub, exploring the Wilderness National Park Forest trails, explore waterfalls and private swimming holes, or simply read in bed with an enchanting view. Nima Lodge aims to provide a serviced experience where their guests feel alone yet supported.
increase in conversion value / cost (ROI)
increase in conversion value
increase in conversion rate
Nima Came to Ruby Digital with the goal of increasing the number of accommodation bookings received per month from Google Search and Display Ads.
Partnering with Nima Lodge, Ruby Digital created a comprehensive Google Ads Strategy which was designed to align with Nima Lodge’s business objectives and included the development and setting up of new campaigns and relevant conversion actions tailored to the lodge’s needs. Additionally, strong ad copy was created to target key audiences effectively while highlighting the lodge’s unique offerings, natural beauty and peaceful environment.
Though not a challenge, when Nima Lodge approached Ruby Digital, they did not yet have a Google Ads account. We established the account, with a strong emphasis on ad copy and imagery to ensure that the Nima brand was clearly represented in every ad users would see.
Another challenge arose from the use of an external booking platform, requiring us to track conversions across two different systems. Ensuring accurate conversion tracking across these platforms became a key priority.
A second challenge emerged when the tracking system broke during a critical season, resulting in a temporary lapse in recorded conversions. We acted swiftly to resolve the issue and restore full tracking functionality.
Ruby Digital developed a complete Google Ads strategy which involved the creation of a variety of campaigns each targeting a key element of Nima Lodge as well as campaigns that encompassed the Nima brand as a whole. The natural beauty, practical and aesthetic interior decor and impressive architecture of Nima are elements of the lodge’s identity, it was therefore vitally important that these elements were evident in the ads Ruby Digital created. We were wholly successful in this and created a series of campaigns that are natural extensions of the Nima Lodge brand look and feel. Ruby created several campaigns including Search Campaigns, each targeting a different aspect of Nima Lodge, display campaigns that were designed to support the search campaigns, a video campaign for users who are more visually responsive, and a Performance Max campaign intended to increase the reach of our ads.
Nima Lodge uses an external booking platform where guests can make bookings, so, to accurately track and record bookings, cross-domain conversion tracking to this booking platform had to be established. To ensure accurate tracking from the initial development phases, we implemented a temporary solution by creating a booking confirmation page that guests were redirected to after completing a booking. This allowed us to capture booking conversions whilst we worked on a permanent solution.
We collaborated closely with the developers of Nima’s booking platform to establish a tracking system that accurately recorded bookings from Nima’s website to the booking platform, syncing this data with Google Ads.
In December 2023, when conversion tracking failed, Ruby Digital promptly addressed the issue, minimising the downtime and ensuring conversions were recorded again as quickly as possible.
Nima Lodge has experienced significant growth since partnering with Ruby Digital in April 2023. Throughout 2023, the number of conversions steadily increased, with a brief dip in December due to a temporary issue with conversion tracking. However, since then, conversions have increased by 480%, with each subsequent month showing positive growth. This success is reflected in the increased number of bookings and improvements in ROI and conversion value.
The results reported are based on a six-month comparison from 1st August 2023 to 31st January 2024 compared to 1st February 2024 to 31st July 2024. August has been used as the starting month as this was when cross-platform conversion tracking was implemented, and results are therefore more accurate.
The conversion value / cost (ROI) increased by 203.597%, the conversion value increased by 209.08% and the conversion rate increased by 190.90%.
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