Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Preferred Hotels & Resorts operate in a challenging market. As an affiliate for accommodation across the globe, they compete for consumer attention against larger affiliate brands like and Expedia, alongside individual hotels themselves. Where we could see a user express an interest in a particular property onsite, we needed an intelligent way to stop them completing their booking elsewhere. While paid search and Google display was performing well, to be more effective and drive booking growth, the Crafted team identified Facebook ads as a great opportunity to enhance the remarketing elements of the digital strategy. The campaign uses Facebook’s Travel Ads solution. Travel Ads allow us to automatically retarget users based on pixel event data to dynamically serve highly relevant and personal property ads. The ads contain their data submitted before leaving the site and often a complementary offer. Objectives: • Use Facebook as a more effective channel to re-engage lapsed prospect customers compared to other remarketing activity • Maintain a minimum 8:1 ROI The remarketing activity is integrated into a wider digital strategy, encompassing brand awareness and audience engagement across the entire funnel. This entry however, focuses on the crucial remarketing element, where Facebook has made a monumental impact.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
We began by creating new events within our existing Facebook pixel to include additional variables such as, number of adults, children and check in/check out dates while supplementing existing events such as “search”, “view content”, “purchase” and “complete registration”. Once the code was in place and tested, we turned our attention to the feed. This consists of 421 core properties, each containing key information such as price, description, images and location. We also included the Preferred Hotels & Resorts’ “I Prefer” loyalty scheme and properties’ own Trip Advisor ratings. We created the feed in Google Sheets, allowing us to easily schedule in automatic uploads by posting to web as a CSV. We trialled different variables to include; delivering personalised messages and testing which ones perform best at capturing the attention of the users. Imagery of the property or properties was used across both Facebook and Instagram, combined with template tags for hotels. We replace the template tags with that person's travel selections including check-in/out dates, number of adults/children, number of rooms, and price. With this information we would place the user back into the property page or booking engine with their criteria already selected by using deep links for dynamic ads. We achieved both the ROI goal and the need for a more effective remarketing solution: Between 1st April 2019 to 31st October 2019 we have seen a total of 618 bookings, achieving a 21.68 ROI far surpassing the 8:1 ROI target. The campaign has also run at 59% below the clients CPA target with the average cost per booking at just $44 against a target of $106. The average CPC is 28% less than RLSA activity in Google Ads and 70% less than dynamic retargeting through Display & video 360. The conversion rates from Facebook are also impressive at 7.04% compared to its counterpart display activity at 4.58%.
Entry Title
Crafted and Preferred Hotels & Resorts – Securing the booking with Facebook
Digital Marketing - Social Media Campaign
Digital Marketing
Entry Award: