Superbreak: Natural search re-targeting to improve relevance and ROI

 

The challenge

 

While organic search was contributing positive return for Superbreak, the optimization efforts were not tied to the larger audience segmentation and micro targeting initiatives. The challenge was two-fold; how to identify users who had arrived to Superbreak.com from a natural search listing and re-target them with a relevant and effective message.   

 

The tailored solution  

In response to this challenge, Web Liquid partnered with Mediaplex to launch a Natural Search re-targeting program. The Natural Search re-targeting program, a UK first, targeted individuals - that searched on Google, Bing and Yahoo! for specific terms including “weekend breaks” and “theatre breaks”- with tailored display ads relevant to their original search query. The copy and offer in the display ads was not only customized to the original search term but featured real-time pricing, deeplinking the user to the Superbreak.com booking engine.  

For example, if you were interested in ‘theatre weekend breaks’, keyed that in, and clicked on the natural search link to the Superbreak site, any subsequent Superbreak display ad seen would feature the latest offer and price for theatre weekend breaks. To ensure relevance and efficiency, you would only see the ad once.

 

The results

 

The natural search re-targeting program increased average revenue per booking by 38% while increasing average click through rate from 0.04% to 0.07%. Furthermore, the number of impressions required to generate a booking was reduced by 12%.    

Read the press release associated with the Superbreak Natural Search re-targeting program. 

 

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Superbreak: Natural search re-targeting to improve relevance and ROI