illumin partnered with Redtag, a Canadian leisure travel brand to launch an always-on campaign targeting vacationers. With a primary goal to optimize eCommerce sales, the campaign utilized a combination of display ads, creative formats, and targeted optimizations to drive conversions.
Campaign Goals
Conversions and optimization
Primary KPI: Optimize CPA for cost-effective conversions
Secondary KPI: Increase CTR to drive site visits
Target the right audiences with tailored messaging
Drive consistent growth and conversions through strategic optimizations
Audience
Relevant target segment
The campaign targeted Canadian leisure travelers aged 25-54+, with an average household income of $50,000+. The key demographic was the 30-34 age group, which represented over 20% of total conversions, highlighting their strong engagement with the campaign.
Strategy
A data-driven approach
The campaign utilized a multi-format display ad approach, adjusting creative sizes to align with seasonal trends like spring and holiday vacations.
AI-driven optimizations focused on improving CPA and CTR. By targeting top-performing sites such as News, Entertainment, and Travel, the campaign maximized engagement and conversions.
Key Insights
Effective targeting that leads to sustainable growth
Retargeting emerged as the top-performing tactic, delivering over 85% of total conversions, driving cost-efficient results.
Prospecting generated the highest number of impressions, playing a key role in broadening reach and feeding the retargeting funnel.
Creative strategies aligned with seasonal travel trends contributed to consistent engagement and conversion growth.
Engagement peaked during mid-week days (Wednesdays and Thursdays), highlighting an opportunity for day-of-the-week optimizations.
Audiences engaging with News, Entertainment, and Travel content proved to be the most responsive, helping refine future targeting efforts.
See first-hand how illumin helps agencies thrive
Curious about how you can transform your campaigns from good to game-changing? Find out more about how you can make engaging display ad campaigns through illumin!
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