In this blog post, we share with you some examples of performance advertising techniques which are currently being used by the most progressive travel companies in the industry. These are perspectives we feel can change the face of your advertising and in turn your business.
Performance marketing is a mainstay of successful online travel marketing. Real time bidding targets the right customers for your business – extending your online audience reach and converting interest into actual bookings.
The system bids for the right to show a potential client your ad based on the predicted likelihood of them becoming a customer, thus maximising campaign efficiency and minimising wasted resources.
This week we outline how travel companies the world over have harnessed new performance marketing techniques to improve their return on digital spend.
Case Study: 1
Client Industry: Airline (Lufthansa group)
Technique: Programmatic Behavioural Targeting
This technique explained:
Background:
The Lufthansa Group is the world’s largest airline group, and together with its partners serves over 450 destinations in more than 120 countries. The campaign’s focus was on driving sales of flight tickets and attracting attention in a crowded online marketplace.
Solution:
The client blended first and third party data to develop a precise portrait of future customers.
Results:
Lufthansa reduced CPA for online ticket sales nearly 50%
They increased conversions by 11%
Further Reading:
http://rocketfuel.com/resources/case-study/lufthansa-soaring-savings-lufthansa
