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CheapCaribbean.com maximizes bookings with similar audiences for Search

August 2017

About

CheapCaribbean.com sells affordable package vacations to the Caribbean, Mexico and Central America.

To reach new customers in a competitive market, CheapCaribbean.com used similar audiences for Search to reach brand new customers more efficiently.

Statistics

250%

increase in CTR

20%

of all non-brand transactions

Goals

  • Maximize bookings while maintaining performance targets
  • Reach new travel shoppers as they research trips to the Caribbean

Approach

  • After finding success with RLSA, the brand tested similar audiences for search over the period of several weeks
  • Aided by their agency PMG, rolled out similar audiences broadly after initial positive results
  • Used aggressive bid modifiers to show up at the top of the search page
  • Used cross-device performance as a measure of success
We have had tremendous success with our RLSA campaigns, and we’re very pleased that we could use our learnings to replicate that success with similar audiences for search.

– Jereme Carlisle, Senior Analyst of Marketing Analytics and Strategy at CheapCaribbean.com

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