How To Run A High Impact Campaign On A Limited Marketing Budget

Erica Eyring, Director, Business Development, Expedia Group Media Solutions
April 19, 2019
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Perhaps you’ve been asked to increase room nights and increase awareness. Also, you’ve been tasked with figuring out which campaigns in your marketing plan work (ie, drive revenue) and which ones don’t. And you’ve been asked to do all of this with a limited budget.

What if you could stay within your budget while at the same time being part of a campaign with much broader reach (while still being highly targeted) than you otherwise would be able to afford? And what if you were also able to be part of a campaign that showed up in those beautiful, full page sponsored placements on one of the brand homepages? While we’re making a wish list, what about a custom landing page with tailored images and copy? 

All of these campaign elements might seem out of reach for someone who is working with a limited budget. But we believe that high impact display placements and custom landing pages should be accessible. Not only that, but we believe that marketerseven those with limited budgetsshould be empowered to run sophisticated campaigns that target highly relevant travel shoppers and include things like detailed mid-campaign and end-of-campaign reporting.

That’s why we created co-op campaigns.

What are Co-Op campaigns?
Co-Op campaigns are a collective advertising effort by multiple brands with shared marketing goals. The general principle that underscores a co-op marketing campaign is that there is strength in numbers.

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Tactically speaking, a co-op marketing effort involves like-minded advertisers pooling their dollars to run a campaign that includes display advertising and a custom landing page – all of which showcases the participating brands.

Some notable features:
  • Co-op campaigns are created around a common concept or brand—usually unified around an airline or a tourism organization.
  • Co-op campaigns allow advertisers to run their campaign on high-visibility and high-impact placements, such as a homepage takeover of Expedia.com.

Why are Co-Op campaigns useful for limited budgets?
Working with other brands and pooling your resources make Co-Ops especially useful because they:
Stay on budget: You commit to a certain level of participation and that’s it.
Use advanced targeting: With the combined spending power of Co-Ops, you and other participants get access to advanced targeting capabilities.
Gain wider exposure: Pooling your resources means that you (and your co-marketers) can run a display campaign that earns more exposure and runs in prominent placements across our global network of sites.
Understand what is working: Tracking and reporting will help you understand if your participation in the co-op campaign is driving revenue for you.

Read more about how marketers like you run successful Co-Op marketing campaigns in our Co-Op Campaign Guide.
Picture of Erica Eyring, Director, Business Development, Expedia Group Media Solutions
Erica Eyring
Director, Business Development, Expedia Group Media Solutions
Erica Eyring brings more than 15 years of online advertising industry experience to her role as a director of business development for North America at Expedia Group Media Solutions, where she focuses on strategic digital media campaigns for travel and non-travel brands. Erica has worked with notable brands such as American Airlines, Hilton, South African Tourism Board, Starwood, Estée Lauder Companies, L'Occitane en Provence and more. Erica previously served as a senior manager on air and international development accounts at Expedia, Inc. She also spent nearly five years at Yahoo! Inc. where she worked on e-commerce, shopping, jewelry and beauty categories, and pioneered Flash advertising and homepage takeovers on the site. Erica currently lives in Seattle with her family.
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