Case Study: 4
Client Industry: Golf Travel
Technique: Dynamic Creative Optimisation
Background:
One of Europe’s largest golf-focused travel companies was looking for an advertising strategy to drive more qualified traffic to its website and improve online ROI. The performance goal for this campaign was to drive additional enquiries at the target CPA of £15-20. Dynamic creative optimisation results were used to improve efficiency of existing paid search activity.
Solution:
The advertiser’s media agency developed a proprietary solution to help deliver relevant messaging to each end user. The solution combines paid to generate qualified traffic to the advertiser’s website with Retargeting and Smart Versioning products to retarget users with customised display messaging based on their entry point to the site
Results:
The campaign delivered on average an 11% uplift in conversions for keywords. Many of the Smart Versioning ads delivered a 100% click-to-conversion rate. The campaign’s CTR 0.08% was in line with the benchmark rate
Further Reading:
http://www.mediamind.com/resource/golf-break-campaign-drives-conversions-and-efficiency-using-smart-versioning
