A6. Case Studies

A6.1. Cruise Line - Luxury Market

A major cruise line with a focus on the luxury market wanted to increase leads in the form of brochure and call requests on their site. They formed and solidified their strategies and methodologies on the Google Ads platform over years of practice, but they sought new data sources to revitalize their audience pool and increase the efficacy of their target.

ADARA partnered with this cruise line over the course of three months of their off season to help build lead acquisition. We chose a series of standard signals and custom signals based on in-market travel destination interests in markets serviced by the cruise line. We blended these signals into existing campaigns with different strategies to revitalize the audience pool for their entire activity.

Cortex Search improvements - Cruise Line

Using ADARA Cortex Search, the cruise line was able to increase their net lead acquisitions. The campaign ended successfully, resulting in a total 5.3% lift in conversion rate on ADARA Signals which corresponded to over 5,000 more leads in total over projections made without ADARA’s data.

A6.2. Airline - Evergreen

A major low-cost airline faced the challenge of fully capturing their branded market as well as increasing their booking volumes for their always-on activity. The airline had not explored audiences or other user lists other than keyword optimizations.

ADARA partnered with this airline over the course of four months to provide travel intent signals for their market and consult on the best practices of utilizations of branded campaign strategies. The airline activated the signals within their existing strategy of branded vs. unbranded split in their activity. While the always-on activity was on a much larger scale, the branded campaign was not throttled at all, seeing as their brand share was top priority.

Cortex Search improvements - Airline

Using ADARA Cortex Search, the airline was able to capture a larger share within their branded activity and increase their booking volumes across the board. After the campaign successfully completed, the numbers showed a 105% lift in conversion rate (CVR) and 62% reduction in cost per booking (CPB) when compared to the time frame before ADARA's involvement. Large impacts showed most visibly on the unbranded activity due to scale, but branded activities improved as well.

A6.3. Hotel - Market Share

A major international hotel chain wanted to increase their market share in the United States. They saw success within their branded activity, but they had plateaued for their general market share in the United States and were unable to increase market share.

ADARA partnered with this hotel chain over the course of three months to provide US based interest and in-market travel activity signals. The hotel chain set up a brand-new campaign and strategy for these signals with the focus on unbranded keywords and US targets. Over the course of the campaign, ADARA switched out the target segments depending on regional priorities.

Cortex Search improvements - Hotel

Using ADARA Cortex Search, the hotel chain was able to move the needle on their market share in the United States for that time period. They witnessed an increase of 858% in CVR and a reduction of 228% on CPB compared to their always-on activity.