This exclusive luxury resort in Marbella, was going through a slight decrease in performance on their direct website. We suggested a social media campaign: Facebook sponsored ads divided in 2 categories to feed the higher and lower purchase funnel: remarketing and prospecting. We targeted users that visited the website in the last 30 days + prospects based on their geographic location (UK, US and Germany) their interests (tourism in Spain, Marbella,â€¦) and their behavior (Frequent travelers). The placement used in the beginning was only Facebook newsfeed. From July to September we tracked a total production of 29 conversions and a strong ROAS of 13.32 to 1. Furthermore, the property Fan Page and IG profile gained a lot of visibility and benefit from over 20k engagements (likes, shares and comments registered) attributed to this campaign.
However, the activity saw a big drop in October 2018 producing 1 conversion and a very low ROAS of 1.51. With these results we reacted immediately and implemented these changes:
-Became more aggressive in the message strategy and started pushing for an advance purchase discount of 15%.
-Used more appealing lifestyle content combining video and image ads.
-Changed the placement strategy and switched to automatic placements so our presence expanded to IG, Messenger and Audience Network.
This resulted in a remarkable increase in performance with a progressive growth: 5 conversions and 20.27 ROAS in November 2018, 10 conversions and 43.25 ROAS in December 2018, and 17 conversions and 44.85 ROAS in January 2019.
TRAVELCLICK, AN AMADEUS COMPAN
Location: United States
About the Agency: