RETURN ON AD SPEND
Hotel Display Marketing Campaign's HTML5 Ads Paint a Proper Picture
A luxurious property located in the heart of Vail Village, the Tivoli Lodge looked to build upon their already busy winter season through their use of display advertising. To ensure an extensive, yet qualified reach for Tivoli’s prospecting efforts, primary feeder markets based on Google Analytic data was targeted. These included but were not limited to domestic – California, Colorado, Massachusetts, New Jersey, and New York – and international targets – New South Wales and England. To further refine our targeting efforts, behavior and interest-based targeting were done by selecting relevant categories within Google DoubleClick. These included but were not limited to travel – mountain & ski resorts, adventure travel, and hotels & accommodations – and sports – extreme sports, skiing & snowboarding, and winter sports. To bridge the gap between search and display marketing, location and hospitality-based keywords were used to further qualify our targeting efforts, ensuring that those searching for hotel properties in Vail Colorado, would be accurately targeted, allowing us increased conversion rates.
HTML5 display ads were utilized to bring the collaboration of vibrant imagery and captivating copy to life through animated ads. The switch from static to animated display ads was based on the need to differentiate our clients from their competitors, as well as the variety of other display ads being served. HTML5 ads allow for proper storytelling; illustrating a variety of information, from offer details to the competitive advantages of the property, while keeping the viewer engaged.
The 90-day campaign produced $83,559 in revenue for an ROAS of $16:1