TUI Data Table
Bing Ads delivers strong results for TUI. Across all the TUI Benelux accounts, TUI.nl is the most optimised site, generating a 63% lower cost per booking than other alternatives.
“Bing Ads provides huge value to our business,” says Maaijen.
Between October 2016 and February 2017, Bing Ads delivered an impression share between 91% and 99% in comparison to between 40% and 81% on the leading alternative. Bing Ads also has a 50% higher conversion rate than any other channel because of its high-quality traffic.
To ensure campaign success Maaijen and his team focus heavily on optimising the ad journey. Tailoring messages based on where potential customers are in the customer journey is just one of the techniques de Rooij recommends.
“By splitting up the RLSA lists to the customer journey, we can set up different bids for specific areas of activity,” adds de Rooij.
Whilst it is not yet possible for this to be done on all campaigns, de Rooij’s ideal situation is to show different messages at different stages of the customer journey. To maximise the performance of campaigns, de Rooij prefers A/B testing for ad copy within the dynamic projects by adding additional templates. Testing allows TUI to compare two web pages or ad text then choosing the one that provides higher conversions.
A/B testing is a simple strategy, but it’s where TUI gets to see what works and what needs re-evaluating. De Rooij believes regular testing is critical to running a successful campaign, but doesn’t think a lot of other brands pay close enough attention to the overall ad journey, even though it should be integral to what they do.
“Working in this way allows us to run tests for every destination we have,” explains de Rooij. “This ensures the test results we receive are more reliable since results tend to differ between different destinations. A person looking for holidays in Spain is likely to differ to someone looking at a holiday in Florida, for example.”
The Bing Ads team provides dedicated support to TUI. It is on hand to smooth out any problems and to assist de Rooij and her colleagues with the development of their campaign activity.
“We are really pleased with how the Bing Ads team is helping us, we have contact almost every week,” adds de Rooij. “Besides the quarterly meeting, we attend Bing events, gain optimisation insights and are able to test new features.”
Looking to the future, TUI is keen to build on its recent success at the Dutch Search Awards where it was one of three brands recognised in the travel category.
“We’re looking forward to applying for several awards throughout 2017 to showcase what this partnership has created.”