Case Study
Travelocity: An Enhanced Retargeting Case Study
Client:
Travelocity (Southlake, TX) – a leading online provider of consumer-direct travel services for the leisure and business traveler.
Situation:
Performance Advertiser seeking to maximize ROI from online advertising in a challenging economic environment.
Solution:
In partnership with Yahoo!, Travelocity deployed the new Enhanced Retargeting solution to deliver dynamic and relevant ads to increase customer conversion among those customers who had performed a travel search but had not yet purchased.
Details:
Smart Pixels were deployed onto the Travelocity Flight Search pages to identify users who had searched for flights. Within minutes of an unconverted flight search, Travelocity users were retargeted on the Yahoo! Network with dynamically constructed ads reflecting the specific flight itinerary of each individual. Conversion pixels placed on the Flight Checkout page ensured that users were not targeted following a successful purchase, but instead were shown related products, such as hotel reservations and in-area car rentals.
Results:
Significant performance lift was achieved compared to previous
Site Retargeting campaigns:
- CTR: 651% Increase
- Cost Per Transaction: 79% Decrease
- Transaction Volume: 230% Increase
- Earnings: 133% Increase
Conclusion:
Enhanced Retargeting is an effective way to increase ROI for performance-minded advertisers. Targeting users who have already expressed direct interest in a product or service with a highly relevant ad creates extraordinary returns.
Next Steps:
Continue to optimize lower funnel conversion by expanding the scope of customers and activities targeted. Once lower funnel optimization is complete, shift focus to optimize upper funnel customer acquisition activity.
