Pay Later Travel’s founder Farouk was running his own Meta ads when we first met, and he’d been able to achieve results with very limited creative resources, but he knew it was time to engage a team of experts if he really wanted to take things up a notch.
The first thing we did to improve results was to allocate more budget into top of funnel, attracting cold audiences to fill the funnel. In order to do this effectively without ROAS tanking, our ads needed to be sharp and catch people in the scroll. More importantly, we needed to test a wide variety of different creatives fast in order to identify winning video creatives as the account had never tested video ads.
We knew that video would work well, after all travel is such a visual experience & we could leverage content from amazing locations to make people FEEL as if they were there.
Key Learnings: We could have tapped into the technology aspects of the product, but instead we focused on the psychology of people “needing a holiday”. Showing awesome visuals of locations hooked people in and got them interested in what we were offering.
When we took over Pay Later Travel’s account, creative testing was practically non existent and the only thing running was image ads. Their approach was mainly focused on hitting warm audiences that has been generated via Google ads, making it imperative for us to discover effective creatives that would resonate with a broader, colder audience.
Without delay, we implemented our 3-2-2 testing strategy: 3 distinct versions of a single creative, 2 headline variants, and 2 primary texts. We employed a dynamic creative ad format for this process. This approach enabled us to evaluate numerous creative variations in a limited span, and by the end of the second month, we had identified scalable winners.
Key Learnings: Our 3-2-2 technique allowed us to harness machine learning’s potential to handle the bulk of our creative testing. Instead of establishing separate ads that competed for spend, our dynamic creative ads complemented one another, presenting the most suitable variation tailored to each individual’s preference, based on Meta’s predictive conversion metrics.
One of the first activities we complete when we onboard a new client is to run a 100 point conversion rate optimisation audit. Our theory is that no matter how good our ads are at getting attention and clicks, if they land on a website that is confusing or hard to navigate then we have no hope of driving strong growth for brands.
In Pay Later’s case, there was one simple and glaringly obvious fix that would make a world of difference. In order to search for destinations, you had to type out the airport you were looking for i.e LAX or Heathrow. But alot of people simply didn’t know the names of the airports they were looking to travel to. We made the simple yet effective recommendation to switch their search function to city based searches and conversion rate from search to booking improved by over 37% instantly.
Key Learnings: Always put yourself in the end users shoes when developing your strategy. As a business owner, it’s easy to miss things like this because you are so familiar with the product or service you have built, but having a fresh set of eyes audit your website can lead to breakthrough outcomes like this one.
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