To extend its reach to a qualified audience on the Google Display Network, VegasView.com began using Google Remarketing to show ads to people who previously visited its site as they browsed other pages. Remarketing gives VegasView.com a simple way to remind people of its offers and drive them back to the site to make a reservation.

Goals

  • Drive online reservations efficiently

Approach

  • Used remarketing to remind people of their website and drive online reservations

Results

  • Remarketing helped them to drive online reservations efficiently, and to extend the value of their existing campaigns by re-engaging with users that had previously been to their site
Published
October 2012
Topics

Remarketing on the Google Display Network boosts campaign performance for Vegas View

As a small business promoting a big entertainment destination, VegasView.com has a multitasking team whose hands are full—especially those of Chris Hoag, chief marketing officer. Aiming to offer a “360-degree Las Vegas experience,” Chris and the team at VegasView.com offer accommodation, travel, entertainment and packages to tourists looking to visit Sin City.

To reach these potential tourists, VegasView.com uses the Google Display Network. “With the Google Display Network, we can get in front of the most qualified users on the web—those who are interested in Vegas or travel, hotels, and shows—and present them the most compelling ad or offer,” explains Chris, who likes the ability to dynamically manage content and customize display campaigns according to what works best for VegasView.com. “Being able to bid on a cost-per-click (CPC) basis is probably the biggest thing for us,” he says. “We don’t have to treat display like a black box where we can’t really quantify the value.”

Remarketing improves campaign performance

To extend its reach to a qualified audience on the Google Display Network, VegasView.com began using Google Remarketing to show ads to people who previously visited its site as they browse other pages. Remarketing gives VegasView.com a simple way to remind people of its offers and drive them back to the site to make a reservation. “Remarketing has been phenomenal for us,” says Chris. “It lowers our CPCs, increases impressions, and helps our overall campaign performance.”

Remarketing has been phenomenal for us. It lowers our CPCs, increases impressions, and helps our overall campaign performance.

Experimenting with ads yields positive results

Though his role keeps him busy with many responsibilities, Chris says Google’s tools make it easy to have a hands-on approach with his remarketing campaigns. “Being a small business, you wear a lot of hats,” says Chris, “but with all the tools Google makes available, it’s not hard.” Chris tests various creatives to find what works best, optimizing for two different goals: clickthrough rates (CTR) and conversion rate. To increase CTR, Chris uses variety in his ad messaging and calls-to-action. To increase conversion rate, he tests new landing pages and different ads, instead of using the same ones across the entire campaign. VegasView.com sees direct benefits from its optimization efforts: “The more we dig in and experiment, the better results we get,” says Chris.

Equipped for success

VegasView.com hopes to keep attracting visitors to Las Vegas with even further customized ads and plans to next try Dynamic Remarketing to tailor messaging based on customers’ past interactions with its site. As VegasView.com continues to grow with Chris managing his balancing act, he knows he can count on Google for simple yet efficient solutions. “Working with Google and Remarketing has been such a great experience. The tools available for customization, reporting and testing are light-years ahead of anything that’s out there,” he says. “It’s exciting to work with.”