Integrating display advertising in to organic searchIncreased the average revenue per booking by 38%
House of Kaizen was tasked by Superbreak to maximise conversion and revenue. Leveraging our display re-targeting experience and search engine optimisation knowledge, we deployed a solution that increased holiday bookings on superbreak.com
While organic search was contributing positive return for Superbreak, the optimisation efforts were not tied to audience segmentation and targeting.
The challenge was two-fold;
- How to identify users who had arrived to Superbreak.com from a natural search listing; and
- Re-target them with a relevant and effective message.
We launched a Natural Search re-targeting program. The Natural Search re-targeting program, a UK first, targeted individuals - that searched on Google and Bing for specific terms including “weekend breaks” and “theatre breaks”- with dynamic display ads relevant to their original search query.
The messaging, call to action and offer in the display ads was not only customised to the original search term but featured real-time pricing, deep-linking the user to the Superbreak.com booking engine.
How we did it
We turned data into actionable insight
First we undertook an analysis on the performance of Superbreak organic search activities, focusing on keywords with the highest volume of traffic and the highest bounce rate. We then applied that insight to create specific re-targeting segments, ensuring we segmented users based on their self-declared interest.
We applied insight through a Data Management Platform
Once we had identified and segmented a keyword set we partnered with a leading technology company to build a Data Management platform aggregating users who had interacted with organic search listings, but not booked.
With the data and delivery platform we integrated organic search users into our larger re-targeting media pool, delivering tailored display ads based on users original search query.
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