- Leverage a full funnel campaign strategy. While advertisers often focus on driving conversion, it’s also critical to fill the consumer funnel by creating brand awareness and consumer interest. For instance, Korean Air partnered with us to increase bookings from the U.S., and chose to include PassportAds, our audience extension product, to specifically expand their reach beyond the traditional campaigns they had been running. Korean Air was able to reach shoppers interested in using the air carrier outside of the Expedia sites, and audience extension enabled Korean Air to engage and stay top of mind with shoppers as they continued through their web browsing journey outside of Expedia.com. Learn more about our work with Korean Air.
- Consistency is the key. It’s all about reaching the right audience at the right time. With this in mind, it’s important to ensure that you have consistent messaging across campaign efforts to increase message retention and effectiveness. As marketers, we have all heard that messaging is most effective on the audience when it is repeated and the same is true for advertising. For a shopper online, seeing the same message in an advertisement while you are shopping around the Internet serves as a reminder of your interest or intent and keeps it top of mind.
- Optimize as you go. While it’s important to enter into marketing efforts with specified campaign goals, it’s wise to keep constraints around targeting, creative implementation, and set-up relatively broad. This allows for more flexibility around optimizations. After all, you may find that a different audience resonates more with your messaging than you anticipated. By building in flexibility, you have the opportunity to go after that audience and maximize your results. We work with our partners to monitor results throughout a campaign are able to optimize the campaign to reach the partner’s specific goals.
about how marketers use our Passport Ads to reach travel shoppers.