Category: Hotels, Bed & Breakfast
Client: Colleton House, Barbados
Campaign: traffic campaign to bring visitors to booking calendar
ROAS: 12x (return on ad spending)
This campaign gave me a chance to experiment with Canvas format and put it against video ad and a carousel ad.
Here are some notes.
I've run this campaign on and off (due to budget constraint) over the period of 3 months. My end goal was to bring visitors to reservation calendar, and that's what I had set as a custom conversion.
I've started with regular traffic ads based on general interests to create some web traffic. At the same time, we began to be more active on FB business page with occasional post boosts.
Next step was to create Lookalike Audiences based on website visitors and fans engaged on FB page.
With those two audiences and a calendar visits as a custom conversion, I've created set of 3 ads: multi-picture carousel ad, video ad, and a Canvas format ad.
I had them running for roughly three months. Fairly quickly I've decided to kill video ad since even with the decent engagement I had a very few clicks to the site (calendar). Besides, Canvas format had a video on the top of the layout so I was taking advantage of the nice drone footage of the hotel after all.
CAROUSEL AD
CANVAS AD PRESENTATION
Out of two ads - carousel and Canvas - the later one had a slight advantage: 4.2% link click-through rate vs. 3.6% for a carousel ad (click-through rate tells you how many people viewing the ad, clicked the link and went to the calendar).
Canvas is a very interesting format design specifically for mobile user experience. Canvas uses a variety of media, giving you a bit more space to tell your story. It allows you to combine video, picture slider, static pictures and a copy into one, seamless ad, optimized for mobile devices. There are multiple buttons to direct you to a website or landing page. Sliding up also brings you to destination URL.
This ad was particularly effective for B&B since I was able to show not only the accommodations but also to "create a mood" using beach picture and a party shot straight from nearby Nikki Beach Club. We had days with 6-8% click-through rate which is definitely on a high side.
Overall, given the relatively small budget, the campaign was a success, bringing 12x ad spending in revenue.
