Goal

Our client is one of the large chain of hotels offering not only booking room services but also additional services — luxury cruise trips, restaurant services, parking services, excursions, SPA, etc. The client expressed interest in driving the performance of his business through programmatic advertising technology. He was interested in finding out how this technology could help generate better ROI for an ad campaign.

The goal for our first ad campaign was to build awareness, drive engagement and generate leads, increasing the number of reservations and sales of additional hotel services.

Ad Strategy

To reach users who are most likely to be the hotel’s customers, we need to accurately determine their target audience before launching a highly targeted campaign across different channels and devices. Defining the target audience to allocate relevant segments to make the campaign more personalized, we stopped at several users groups including:

– technologically savvy business travelers and their secretaries or assistants – they have a lot of business trips and make a considerable number of bookings (accommodation, flights);

– users aged 35 and over with a high level of income belonging to the upper social class with higher education;

– users that pursue a luxury lifestyle, travel in business class, and are interested in high-end recreation and products.

In order to build awareness and increase engagement, we used social and banner ads with personalized content aimed at emphasizing the advantages of the hotel for each target audience segment. Conducting A/B-testing, we defined creatives with better performance to deliver the highest audience reach with the most impact. And we targeted ad creatives on desktop and mobile devices moving seamlessly with optimal frequency across devices.

For boosting conversions, the most efficient approach was setting up dynamic ads and lead generation forms on Facebook. So users not only saw ads creatives with rooms and services they were interested in while scrolling the client’s site but also could immediately send a request for reservation through lead forms.

RESULTS

Dynamic ads helped us to create more compelling one-to-one connections and developed a more personalized experience for each user. Creative personalization was boosting the performance step by step.Thus, we achieved the client’s goal.