Superbreak: ROI through on-going optimization 

 

The challenge 

 

Superbreak and Web Liquid partnered to improve the performance of online display advertising investments. Superbreak had direct contracts with major advertising networks including BlueLithium and Advertising.com. Web Liquid was tasked with reducing the cost per booking below GBP £10 without reducing total bookings. 

 

The tailored solution 

 

We implemented Particle, a proprietary data analysis and reporting tool, while consolidating all display advertising through a single ad-server. Following the initial technical and data set-up, Web Liquid implemented daily inventory optimization based on:

 

1. Increasing the granularity of data reporting by sharing twenty to sixty tracking tags as opposed to a single tracking tag with each of the ad networks.

 

2. Testing and up-weighting different creative ad formats and messages - targeted by day of the week and geographic location.

 

3. Re-targeting users that had previously purchased on Superbreak.com with a £30 off discount on their next break.

 

The results

 

We reduced the cost per booking for Superbreak by 15% within three months of taking responsibility for the buying, planning and optimization of media. During the three month period, Superbreak average monthly investment in display media increased by 97%.

 

 

Download a PDF of this case study:
Superbreak: Increasing ROI through on-going optimization

 

 

Web Liquid thinking:returns