Published April 2018
New insights and tailored messaging help reach more potential travelers
BookIt is an online travel company specializing in all-inclusive vacations to the Caribbean and Mexico. They wanted to grow their business by reaching new users who hadn’t booked travel with them before. By starting at the very top of the funnel and investing in non-branded search, they were able to reach these users at a consistent cost per click (CPC). But beyond creating efficient advertising campaigns, BookIt’s goal was to build loyalty that would fuel growth over the long term.
To optimize their spend for maximum value while also driving more direct, organic, and branded search traffic, BookIt turned to DELVE, a marketing agency that specializes in using digital analytics, data science, and machine learning to enhance their clients’ campaigns.
Together, BookIt and DELVE set out to design a program that would build brand equity and optimize across the entire funnel, with net-new traffic at the top, and a cost-conscious ROI at the bottom.
DELVE identified proxy goals based on site metrics, such as bounce rate and time on site, which would allow the team to optimize in real time. By understanding how these proxy metrics impacted their end goals, DELVE was able to fine-tune their ROI and performance across the entire funnel.
We look at things like bounce rate and time on site — very simple, rudimentary metrics, but at least we know if bounce rate is low and time on site is high, then we are driving quality traffic. Obviously we can look at things like CPC that are closer to BookIt’s goals, but we use these softer metrics as a proxy for the top of the funnel to ensure that we have quality volume.
Using data-driven creative to attract quality traffic
To better understand its audience, the team used Google Analytics 360 to gain insights about visitors coming to their website. They used the integration between Analytics 360 and DoubleClick reporting to understand historical campaign performance.
The Google Analytics 360 audience data helped DELVE understand the types of travelers interested in BookIt’s brand. At the same time, DoubleClick reporting uncovered how seasonality influenced conversions for different types of travelers.
Using these new insights as their building blocks, DELVE established distinct personas to test, and developed a strategy to design relevant messaging for each persona. Next, DELVE created different audience segments for each persona, curating specialized content featuring different vacation destinations, deals, and hotels. They made these custom segments available for use in DoubleClick Bid Manager through the Analytics 360 and DoubleClick integration.
The Google digital marketing stack provides us with a unique lens through which we can manage our digital media mix. We are looking forward to utilizing all of the levers available to us in Google’s tech stack.
But DELVE knew that matching the right people with the right messages wasn’t enough — BookIt still needed strong, attention-grabbing creative. So the agency curated beautiful, high-resolution photography for various travel destinations based on the persona’s they had developed, tying the visual creative with the written messaging to ensure relevancy and help BookIt stand out even more with each audience segment.
Huge lifts across the board
Together, deeper insights, more relevant messaging, and sharper creative helped lead new prospects to the top of the funnel. By using Analytics 360 audience insights and then activating data-driven marketing in DoubleClick, DELVE designed a program that brought 30% net-new traffic to the BookIt site and led to a 20% increase in revenue.
This is not magic; if we craft good creative that is contextually relevant and well-designed, it will get the right users’ attention, drive quality traffic and boost engagement.
BookIt is the largest privately owned travel company in the United States and is a leader in all-inclusive travel to Mexico, the Caribbean, and more than 100 destinations worldwide.
Headquarters: Panama City, FL
DELVE is a marketing agency specializing in using digital analytics, data science, and machine learning to enhance their clients’ campaigns.
Headquarters: New York, NY