onefinestay

How we did it

1. Identified the key vacation destinations and created detailed Performance Max campaigns for each one, alongside Search campaign activity, with asset groups
2. Utilising key audience personas and mapping them to a complex set of audience signals and combined audience segments for use in Performance Max and Search campaigns
3. Campaign bidding strategies and conversion goals were aligned and the structures of campaigns were changed to provide campaigns with enough data to optimise effectively, working towards Leads conversions
4. Creating bespoke asset groups in Performance Max to cater to specific audiences, helping tailor ad copy and distinguish targeting between popular vacation sub-destinations within one core destination
5. Removing expensive and non-performing keywords that were pushing up CPC and generating low quality traffic
6. Developing a specific destination Brand search campaign for budget allocation and tailoring ads

Results

• With a 37% reduction in ad spend, we achieved a 113% increase in Bookings and 115% increase in GTV YoY
• Booking to Link Click CVR improved 489% YoY
• Average Cost Per Booking had an improvement of 37% YoY

Conclusion

Closely understanding onefinestay’s core consumer persona and consolidating campaigns has resulted in large efficiency improvements without sacrificing volume or website traffic

Campaigns are now working with a lot more data to help AI-powered campaigns, such as Performance, learn and optimise more effectively over time