Marin

Melia

Case Study

Meliá Revamps Performance on Facebook Thanks to Marin’s Cross-Channel Search Intent

  • 7.5x decrease in CPA compared to traditional Facebook campaigns
  • 36% decrease in Facebook CPA compared to Google campaigns within the same audience pool
  • 30x increase in ROI compared to traditional Facebook campaigns
  • 22x increase in CVR compared to traditional Facebook campaigns
  • About Meliá

    Founded in 1956 in Palma de Mallorca (Spain), Meliá Hotels International is one of the largest hotel companies worldwide and a leader in the Spanish market, with more than 350 hotels and 90,000 rooms in 40 countries and four continents under the brands: Gran Meliá Hotels & Resorts, Meliá Hotels & Resorts, ME by Meliá, Paradisus Resorts, Innside by Meliá, Sol Hotels and TRYP by Wyndham. Its product and service portfolio is complemented by Club Meliá, the only vacation club operated by a Spanish company.

  • The Journey to the Perfect Destination

    Meliá needed to find a way to quickly spot the best performing destinations for the right audience in the right channel in the right moment. When people are searching for hotels tailored to their desired destination, the window from planning to conversion is short. Meliá wanted to a find a way to deliver more relevant ads to audiences who had expressed actual travel intent to a specific destination.

    Meliá was interested in remarketing people on Facebook across devices with more personalized offers related to what they were searching for.

“ Marin’s Search Intent Audiences allowed us to capitalize on non-converting search traffic on Facebook that we would have otherwise missed out on. By reaching audiences with a high level intent of intent to purchase we saw a drastic improvement in our conversion rates on Facebook.”

  • Achieving 1:1 Creative Relevancy With Marin’s Search Intent

    Using Marin’s Search Intent solution, Meliá was able to automatically generate custom audiences on Facebook based on the keywords people were searching for on Google. Once the audience is captured in Facebook, relevant creative is deployed based on the actual destinations people are searching for on Google.

    The campaign used a three-pronged approach:

    • Analyze Meliá search campaigns to select the right keywords, among tens of thousands, in order to best target and use custom messages for travelers in Spain during summer.
    • Use Marin Software Dimensions to tag specific URLs thanks to the Marin URL Builder (Marin Software Added Value).
    • Use Marin Software’s bulk upload to scale and automate URL tagging (Marin Software Added Value).
      • Search Intent Custom Audiences Drove Optimal Results

        Thanks to Marin’s unique bidding rules across each search intent custom audience segment, Meliá was able to scale campaigns to the top performing hotels while meeting CPA goals. Specific results include:

        • 7.5x decrease in CPA compared to traditional Facebook campaigns
        • 36% decrease in Facebook CPA compared to Google campaigns within the same audience pool
        • 30x increase in ROI compared to traditional Facebook campaigns
        • 22x increase in CVR compared to traditional Facebook campaigns