We have carried out and continue to maintain several campaign instances with this client, targeting consumer audiences in Mexico, the United States, and Canada.
Through constant observation of audience responses to creatives, objectives, and messaging, we have supported the algorithmic learning process, monitoring key times and periods, visual refresh requirements, and -as in every campaign for each client-applying the latest trends communicated by Meta to Foster continuous growth.
The goal of these campaigns, as requested by the client, is to raise awareness about hotel availability at the destination, focusing on booking engines. For this reason, the primary conversion KPI to consider is the CTR. Even when considering the diversity in audience profiles by geolocation (purchase behavior, population density, cultural specifics), their sizes, and therefore their auction value for a campaign, the average CTR for the Ixtapa Zihuatanejo campaigns has been 1.27%, which, as mentioned earlier, is a remarkable percentage.
We worked on segmentation and process planning for this client, for whom we carried out several training courses at the destination, aimed at travel agents. Additionally, we developed a rewards platform for agents who graduated from these courses, requiring proper segmentation, data management, and database maintenance.
The monthly newsletter sends had the following objectives:
