Sources: Placed, Q4 2017 • ahla.com/sites/default/files/Lodging_Industry_Trends_2015.pdf • hotelnewsnow.com/Articles/247442/STR-US-hotel-performance-for-Q3-2017 • wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
gumgum.com
INTRODUCTION
SUCCESSFUL RESULTS
OUR SOLUTION
THE ASK
Entice leisure-loving guests to visit hotels and resorts for weekend getaways and holiday travel.
We leveraged our proprietary targeting capabilities to find travelers in the US dreaming about or planning their next getaway. Then, we served up our highly visible contextually relevant ads while they searched for content relevant to adventure and relaxation.
GumGum’s targeted ads earned a leading hotel
and resort chain 148k extra visitors at a Cost Per Acquisition of $4.73, which is 12.75x cheaper than other marketing channels typically considered for performance marketing such as Google Search.
Source: Placed, Q4 2017
gumgum.com
BEST
TIME FRAME FOR ENGAGEMENT
4
3
2
LIFESTYLE, HEALTH & WELLNESS, ENTERTAINMENT AND TRAVEL
1
9:00PM
6:00PM
50K-100K
HHI
MALES, AGES
THURS
MON
34 - 54
INSIGHTS
Every piece of data we collected from this campaign helped us make smarter moves as we went along. Here are a few things we learned:
KEY
DAYS FOR
COnversion
TOP PERFORMING VERTICALS
Most engaged DEMOGRAPHIC AND HOUSEHOLD INCOME
Source: Placed, Q4 2017
gumgum.com
NEW HOTEL VISITS
For example:
Tightening the frequency
cap for efficiency with
highly targeted audience
Focus on lifestyle/entertainment verticals for peak reach
Ad placement
pacing
(day/time)
Domain optimizations based on viewability and CTR performance
FOR EXAMPLE:
Throughout the campaign, we analyzed our data and recalibrated our trajectory for the best chance of success.
TARGETING
Keywords: Travel, weekend, escape, etc.
Behavior: Adventure seeker, travel intenders, etc.
Vertical: Travel, lifestyle, health, entertainment, etc.
Audience: Weekenders, married, college grads, etc.
We used a four-variable method to get the right message to the right person at the right time.
Sources: Placed, Q4 2017 • ahla.com/sites/default/files/Lodging_Industry_Trends_2015.pdf • hotelnewsnow.com/Articles/247442/STR-US-hotel-performance-for-Q3-2017 • wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
1. Estimated based on American Hotel & Lodging Association and STR averages of 1.75 night stay and $129.12/day rate
2. Wordstream Travel & Hospitality 2015 Q2 Averages
gumgum.com
%
Google Search Average: 2.18%²
Google Display Average: 0.47%²
CTR
2.47
Google Search Average: $60.31²
Google Display Averages: $45.28²
$4.73
Cost Per Acquisition
Guests stayed at our clients' hotels and resorts as a result of our campaign
Return on
Advertising
Spending
ROAS¹
148K
%
4777
RESULTS
Engagement, Traffic to Hotel Properties, Rooms Booked.
By using our targeting and creative capabilities, were were able to raise brand awareness, generate strong engagement and also drive a 17.14% lift in hotel visits.
The campaign finished within the top quartile across all partners throughout the campaign flight.
