decrease in cost per acquisition
increase in online sales
higher CTR with retargeting
Exclusive travel experiences
Increasing travel bookings
Working with Adobe, we successfully launched and scaled our Facebook advertising campaigns for our biggest brand, Thomson. Within the first 3 months, we reduced the cost per acquisition by 65%. We have continued scaling this activity by showing compelling creative to relevant audiences and testing different placements with Adobe Media Optimizer.
-Claudia Gomez, Paid Search and Biddable Social Specialist, TUI UK & Ireland
Highlighting sun, sand, and sea
Audience. Thomson used website Custom Audiences to target visitors who had recently visited or converted on its website. To reach more people, it built Lookalike Audiences based on these source audiences. Lookalike Audiences were highly effective in finding more people who, like its best customers, were looking to escape to the sun. In both cases, the company improved on its cost per action by using core audience targeting.
Placement. Thomson discovered that targeting by device type was highly effective. Mobile ads served as the best first touch, engaging and informing on-the-go audiences so they could be reached again later on desktop to boost conversions.
Kick back and relax
Thanks to the Facebook campaign run with Adobe Media Optimizer, Thomson reached a wider audience and increased online sales. Thomson was also thrilled by the following results, achieved between January–June 2015:
- 69% decrease in cost per acquisition
- 58% increase in online sales
- 10X higher click-through rate with retargeting
- 5X higher click-through rate with Lookalike Audiences