Travel Client Flies High With Innovative Re-Marketing Strategy

Situation

Moving into peak season, a travel client of Search Engine People wanted to improve their Return on Advertising Spend by reaching high-value travelers who were already engaged with their brand through prior website visits.

With an average eight day delay between a user booking, and their first exposure to the brand, the client was already re-marketing through Google’s Display Network to align with this buying behavior.

However, with Search being the primary medium for comparison shopping, this required a sophisticated digital strategy to re-engage users through this channel and ultimately bridge the gap between the consideration phase and booking phase.

Solution

To keep the client top of mind during a travelers’ first experience with their brand right through to booking, Search Engine People (SEP) developed a strategy leveraging Re-Marketing Lists for Search Ads (RLSA).

RLSA offered SEP the ability to target users who had visited, didn’t convert, and continued to search for vacation offerings. For the client, this innovative AdWords tactic was an effective solution.

SEP put the following actions into place:

  • Segmented Re-Marketing audiences defined by each visitor’s destination of interest and package type
  • Established Ad Groups themes per destination to target varying search behavior
  • Deployed tailored ad text directing users to relevant landing pages

Results

The results of RLSA were immediate and impactful. Measured over a 4 month period, RLSA campaigns converted 62.1% stronger than traditional Display Re-Marketing campaigns and 38.0% stronger than Search campaigns.

RLSA Campaign Results

Better conversion vs Remarketing by 62%
Better than Search campaigns by 38%
Efficient ad spend by 68%

More impressively, over the same 4 month period, RLSA campaigns experienced a 657.0% return on advertising spend, a 68.2% improvement over Display Re-Marketing campaigns.

Based on the success of RLSA, additional audiences and segments were included in the client’s Google AdWords strategy and the tactic was rolled out across their other business properties.