Kiwi.com Utilizes Search-Intent Audiences on Facebook to Drive 29% Incremental Lift in ROAS
Kiwi.com is a popular travel booking site that provides a fare aggregator, a metasearch engine, and booking for discount flights, trains, hotels, and car hire with 24/7 customer support.
Partnering with Marin Software helped us gain insight from our search campaigns to inform our social strategies. This resulted in a higher efficiency across our Search activities. With Marin’s Search Intent capability, we were able to identify high-quality audiences based on their previous actions of searching for trips on Kiwi.com, and successfully execute a full-funnel advertising strategy.
Kiwi.com wanted to boost online travel bookings by casting its net further and wider to find and attract more potential new prospects. The digital marketing team decided to target its highest value audiences to heighten overall performance, increase site traffic and conversions, and lower cost per acquisition (CPA). To achieve that goal, Marin recommended leveraging search click data to create targetable and high-intent audiences on social media.
The Kiwi team incorporated Marin’s Search Intent Audiences into their campaign strategy to automatically create and update Facebook Custom Audiences based on intent demonstrated through search engine activity. This means that marketers are able to show ads to consumers who’ve searched for specific keywords, while using Facebook’s targeting capabilities to find more customers like them.
By aligning search-intent information with Kiwi.com’s business goals and KPIs, the team was able to create high-value user segments and reach people on another channel as they were making a purchase decision, ensuring the highest audience quality. Furthermore, Kiwi was able to use this information to tailor their ads and build highly personalized creatives using Facebook Video Ads, resulting in a better user experience.
Kiwi.com was able to achieve its goal of reaching people who already showed interest in products via paid search on Facebook to generate conversions. In addition, Facebook helped maximize reach and awareness of Kiwi.com, resulting in more search-referred visits and an increase in ROAS.
- 29% increase in search ROAS
- 20% decrease in search CPL
- 6% increase in conversions