Using the data collected during the campaign our team created a whitelist of the best performing sites to optimize results against the retargeting strategy.
- The approach focused on tactics around social inventory (Outlook and Facebook) as well as retargeting from their website
- The best performance occurred when using the recency tactic, delivering ads to users who had been to the site within 30 days. Our optimization team placed a frequency cap on ads to drive performance without wasted impressions
- The Exchange Lab worked with the client on a few strategies outside of the direct media spend including creative recommendations to improve overall ROI along with a cross attribution strategy between the hotels as a way to ensure the campaigns for their smaller hotels were working for each other to produce results across the board
Reacting to learnings from the 30 day recency tactic, The Exchange Lab used real-time data from Proteus and discovered that seven days after the consumer visited the hotel’s website was the optimal time to retarget them with new creative.