Read this case study to know how TravelClick achieved 2.5X higher return on ad spends for Crown Hotel through Facebook Marketing.
Sneak Peak:
Brand: TravelClick
Industry: Travel/ Hospitality
Tools Employed: Facebook Marketing
Outcome: 2.5X higher return on ad spend
Business Type: B2B/ B2C
The Brand
An Amadeus company, TravelClick is global provider of innovative, cloud-based and data-driven solutions to the hotels worldwide. The travel tech company holds an experience of helping over 25,000 customers in driving better business decisions to know, acquire, convert and retain guests online and maximizing their revenue.
The Story
With an objective of driving hotel bookings to accomplish its client- Crown Hotel’s conversion campaign, TravelClick tested Facebook automatic placements and helped them reach an audience that is more likely to make bookings. As a result of the Facebook campaign, they could successfully achieve 76% lower cost per booking and 2.5X higher return on ad spend.
The Objective – Effective conversion campaign
The travel tech company wanted to run an effective sales campaign for its hotel client and perk up direct bookings during the sale season. The company however wanted to test the outcome of Facebook automatic placement on bookings for the ad campaign. By doing so they actually wanted to discover a more impactful option for purchasing separate placements for its client’s ads on Facebook and Instagram.
The Approach – Hacking into the right places
TravelClick ran automatic placement campaign for the ads for its client’s sales operation in order to drive more profitable online bookings for them @lower cost.
The campaign was run during the sale period of the Crown hotel that included an ad featuring an image of the hotel ambiance. In place of paying money for separate placements for the ad, the travel tech company opted for the automatic placement alternative to reach an audience that is more likely to make bookings.
TravelClick also created a Custom Audience of the consumers who had already made bookings in the past. Moreover, they also built a lookalike audience of the potential customers who were similar to them.
The ads campaign was run across Facebook, Instagram and Audience Network and as the ad placements were determined by automatic placements, it involved the lowest average cost across all the platforms.
Products Used:
- Link ads – for pointing more people to the website using link ads
- Instagram – for promoting the business to an engaged audience
- Custom Audiences – for reaching the customers & contacts on Facebook page
- Lookalike Audiences – for finding consumers who are similar to the customers & contacts on facebook page
The Success – Reaching the destination
The optimization of the ad campaign by running it through automatic placement worked amazing for both TravelClick and its client. The travel tech company needed least manual setup from its account team and at the same time the Crown hotel could find large number of ideal guest for it.
The Campaign Highlights that run during the sale season:
- 76% lower cost per booking
- 5X higher return on ad spend
- 50% lower cost per reach (in comparison to previous similar campaigns for the hotel)
Words by Jana Doebbert, Senior Digital Media Campaign Manager, TravelClick
“As a performance-based company, TravelClick is always looking for new digital strategies to improve the effectiveness of our campaigns. Facebook’s automatic placement option helped us access inventories across Facebook’s platforms automatically within the same campaign, allowing us to scale our clients’ marketing campaigns while reducing the cost per booking.”