Back to all success stories maximizes bookings with similar audiences for Search

August 2017

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

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



increase in CTR


of all non-brand transactions


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


  • 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

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