Yahoo! needed to use the science of targeting to help Sykes
Cottages reach its target audiences.
Sykes Cottages, experts in the UK travel industry traditionally ran a search advertising campaign across the Yahoo! Search Network. Sykes wanted to increase the number of property owner & holiday-maker registrations on the Sykes Cottages site. The Yahoo! team aimed at reaching Sykes Cottages' target market by delivering a targeted, guaranteed inventory campaign, wholly fulfilling the retailer's requirements.
Increase no of property owner registrations on the Sykes Cottages site and expand no of holiday-maker registrations/ bookings on the site.
The Yahoo! brand-led display campaign comprised of two stages which implemented the Science of Age Targeting, engaging the important 55+ audience and the 35+ female heads of household while Behavioural Targeting ensured the campaign reached essential segments including 'Investment', 'Golf' and 'Travel'. The initiative engaged users at all levels of the Purchase Funnel from browsers and researchers via Travel placements to targeted messages delivered to highly receptive sub-categories within key audience segments through Behavioural Targeting.
The Yahoo! campaign generated strong results: a 5% to 12.5% increase in the overall number of conversions while banners were running and a drop in CPA by around 5%, lower than Sykes Cottages' historical average. Combining search with brand-led display advertising led to a high rise of 28% in the average daily search clicks and substantial growth of 35% in the number of search conversions.
"Our overall number of conversions increased by between 5%-12.5% while the banners were running. The CPA was lower than our historical average, falling by around 5%." Mark Bissoni, Online Marketing Executive, Sykes Cottages.