These Two Facebook Ads Feature MakeMyTrip Successful Advertising
Selasa, 19 Desember 2017
The online travel company
retargeted potential customers with personalised hotel recommendations using
dynamic ads for travel, leading to a 20X growth in sales from its mobile app at
half the cost of its website sales.
MakeMyTrip pioneered the
online Indian travel industry with a vision to empower travellers. Its services
include flight, rail and bus bookings, domestic and international holiday
packages, and hotel reservations—everything a traveller needs to plan a trip.
Facebook had recently
refined its dynamic ads for travel (which are specifically designed for the
travel industry) to make them more relevant by using information about where
potential customers are searching for hotels. When people look for hotels in
Goa, for instance, they will see ads for other hotels in that specific region
as well. These dynamic ads for travel can showcase up to 30 hotel suggestions
(up from from 10 suggestions previously) that are customised to suit individual
customers.
MakeMyTrip worked with
Adphorus to take advantage of these improvements to the ad format and sharpen
its retargeting campaigns. The online travel company switched from standard
dynamic ads to dynamic ads for travel to get better results for its domestic
hotel ad campaign.
For years, MakeMyTrip used
data captured by the Facebook pixel on its website and in its app to identify
people who were considering booking a hotel room. Using this same data, dynamic
ads for travel can be retargeted to these people to encourage them to close the
deal—by not only showing the exact hotels people were looking at, but also
other hotels in same city or region, based on location.
GOAL
MakeMyTrip wanted to
increase its conversions and maximise hotel bookings without adding to its
current cost per order. Its approach was to retarget customers who had already
shown intent to book a hotel.
These Two Facebook Ads Feature MakeMyTrip
From September 2016–February
2017, MakeMyTrip saw hotel bookings double at the same cost per order on its
website, with bookings from the mobile app growing exponentially, and at half
the cost per order of its website. The online travel company’s marketing
efforts resulted in:
2X increase in hotel
bookings on its website
20X more hotel bookings from
mobile app than from website
50% lower cost per booking
from mobile app than from website
