For a campaign of this scale, a detailed setup approach was required. We applied a granular methodology in the generation of our audience groups to ensure that we treated each user according to their online behavior and position in the buying cycle. Breaking out audience groups in a way very similar to the way we approach the setup for our Paid Search campaigns allowed us to identify and optimise performing line items to maximise performance.
To achieve the aggressive registration targets, it was important to target both new users that had never been to the site and retarget users that had left the site without converting. A key part of our strategy to grow new users came from leveraging Paid Search keyword data to target users consuming content that would signify their intent to rent their room/property online. Overlaying local market competitor terms with the Paid Search data was also hugely successful, converting users that were likely to rent their room elsewhere.