Drawing on technical expertise to deliver personalised, cross-platform retargeting.
Through prospecting and personalised retargeting campaigns which focused on all priority holiday parks which had availability, we maximised the Return on Advertising Spend (ROAS).
This involved new behavioural audiences within Facebook Ad Manager, allowing us to retarget optimally based on website visits as well as in-app interactions — such as form opens or video views.
To allow us to track and attribute conversions and maximise retargeting audience sizes, we implemented Facebook API.
Personalisation is key, of course. To facilitate this, we created a data feed for a dynamic holidays catalogue. This was based on what users had previously viewed on the Lovat Parks website.
Of course, given the changeable nature of government guidelines (as well as client promotions), this demanded an agile, collaborative and responsive approach.