Finding your dream holiday with just one simple click
By dividing the campaign in three pillars, emphasis was laid on several aspects. The first aspect concerned the automation of the availability of the campsites. Meaning that unavailable campsites are being paused automatically and campsites with high availability will get higher bids and positions. This all with the help of using machine learning. The second aspects concerned optimizing relevance. Relevance in ad copy and dynamic landing pages were the key factors for addressing new visitors, returning visitors and existing customers. This way the user gets exactly the information he or she needs. The third, and last aspect concerned the use of predictive data. Using this data, the booking behaviour of customers can be predicted, which leads to the exact knowledge in which period people are more likely to book their vacation.
The campaign was responsible for a total revenue increase of 31%, with only 2% increase in media budget, more than expected beforehand. Also, this case won a prestigious Dutch Search Award for the best project in travel industry!