online promotion
Bestway.kg – Travel Booking Platform for Issyk-Kul Lake
Market:
Kyrgyzstan, Kazakhstan, Uzbekistan
June 2020 – August 2024
Period:
bestway.kg
Landing Page:
The combined search and display approach boosted brand awareness and conversions while optimizing ad spend effectively.
Borsan Construction Company
Read the case study
with relevant search targeting
CTR 19%
CPM $0.11
CPC $0.17
for 47M+ display impressions
with high relevance
Bestway.kg is the largest online platform for booking vacation spots at Lake Issyk-Kul. The platform features a wide range of accommodations: hotels, guesthouses, cottages, glampings, and unique stays — all with up-to-date prices, real photos, and direct online booking without middlemen
- Drive qualified traffic and increase online bookings
- Capture seasonal demand during the highly competitive summer months
- Expand into Kazakhstan and Uzbekistan
- Protect the campaign from click fraud and low-quality traffic
- Strengthen brand recognition as the go-to booking site for Issyk-Kul vacations
Multi-layered Advertising Structure
We segmented search campaigns into several types:
Fraud Prevention & Quality Filtering
Regional Adaptation
We segmented search campaigns into several types:
- High-intent queries: “Issyk-Kul guesthouse,” “Aurora hotel Issyk-Kul,” “vacation Cholpon-Ata”
- Informational queries: “where to go this summer,” “family vacation ideas”
- Branded hotel searches: targeted ads for individual hotels and resorts
- Remarketing: brought back users who started but didn’t complete bookings
Fraud Prevention & Quality Filtering
- Set up behavioral filters (IP, session time, bounce rate)
- Actively excluded suspicious traffic and optimized audiences
- Regional and device-specific targeting helped reduce invalid clicks and improve ROAS
Regional Adaptation
- Separate campaigns per country: Uzbekistan, Kazakhstan, Kyrgyzstan
- Customized ad language, tone, and local queries
- For Uzbekistan: focused on exploratory queries like “summer road trips” and “lake vacation Kyrgyzstan”
Seasonal Booking Conversions (Cost per Valid Lead)
Behavioral Insights
- Kyrgyzstan: from $5 per confirmed booking
- Kazakhstan: from $7
- Uzbekistan: from $8.66, despite being a new market with no branded demand
Behavioral Insights
- Users spent 3+ minutes exploring options, indicating high engagement
- Conversion tracking was set up via booking forms and event-based analytics
- 43% reduction in low-quality traffic after audience refinement
About the Project
Objectives
Strategy Overview
Results
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Highlights & Unique Features
- User Journey Optimization: we mapped the full decision path — from general vacation interest to property selection
- Precise demand targeting: ad groups reflected real booking motivations:
- “Family-friendly resorts with pools”
- “Nature + beach access”
- “Comfortable stays for children”
- Seasonal agility: launched last-minute offers for May holidays, peak July–August months, and the late-season in September
Why This Case Matters
We didn’t just advertise hotels — we built a trusted regional tourism brand.
In a highly seasonal, competitive market challenged by click fraud, our campaigns delivered sustained performance for 4 years.
Through precise targeting, ongoing optimization, and regional expansion, we established a habit of booking through Bestway.kg, reshaping how people across Central Asia plan their Issyk-Kul vacations.
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