1) Learn from the successes of others
Korean Air partnered with us to increase bookings from the U.S., and chose to include Passport Ads, expand their reach beyond the traditional campaigns they had been running. Korean Air was able to reach shoppers who might book with the air carrier but who had not necessarily shopped for tickets with Korean Air on Expedia Group sites. The audience extension approach enabled Korean Air to engage and stay top of mind with shoppers throughout their web browsing journey. Ultimately, their campaign earned a 10:1 return on ad spend.2) 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 the core of your campaign is consistent across campaign efforts. Consistency will increase the retention and therefore the effectiveness of your message. As marketers, you have heard that messaging is most effective on the audience when it is repeated – the audience extension tool works because of this fundamental truth. For a someone browsing the web seeing the same message repeated across the internet improves the likelihood of making a purchase sometime in the future.3) Improve optimization by staying open to possibilities
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 in ongoing optimizations. After all, you may find that your messaging resonates more with a specific audience 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 and optimize the campaign to reach the partner’s specific goals.