Expanding across the globe and across the funnel
Trip.com partnered with Criteo in 2017 to drive performance on their website through lower-funnel retargeting campaigns. After seeing the ROI from those campaigns, they expanded the partnership to also include conversion-focused retargeting for their app, as well as app campaigns to acquire new users and drive installs from mobile web.
Tijs says, “Trip.com expected a blooming business growth but standing out globally against the big labels can be challenging. We need a well-known business partner to expand business globally. Criteo is an ideal partner equipped with a global background, leading inventory coverage, no device limitations, and one-stop solution.”
Criteo helped them grow in new markets by identifying the best-fit, highest-value users. After the initial test period, installs and in-app orders driven from Criteo app install campaigns increased by 158% and 159% respectively month over month.
Tijs Bulk explains, “Paid installs are a big driver of growth for us in new markets… We don’t only need to reach users who are willing to install an app, but also are interested in travelling and booking their flight or hotel through the app. To do this we use a combination of selecting the right channels, and selecting the right tools to reach specific audiences, such as lookalike audiences.”
Tijs says, “Ad tech solutions are a cornerstone of our strategy.” He elaborates, “Our close partnership with Criteo… is an excellent fit for the stage we are in as a company. Criteo fills in a specific niche in which it leads, and furthermore shows that their expanded solutions, such as user acquisition, are promising solutions to expand our ad tech strategy together.”
Maximizing on-target efficiency and reach
Trip.com also worked with Criteo to remove time-consuming manual campaign optimization by leveraging their Automated Bidding tool. For this adaptive model, the team set a target cost per order to maintain throughout the campaign and the Criteo engine automatically optimized Trip.com’s campaign for this target.
This allows Trip.com to consistently hit KPIs, audience strategy, and creative set without constantly updating cost per clicks (CPCs). Tijs says, “We are able to spend more time on strategy alignment than daily optimization, with control and visibility on CPO. This type of optimization is precise, accurate and effective, and contributed to significant app growth during 2019.” Automated bidding even yielded Trip.com a 13% higher conversion rate while decreasing their cost per order (CPO) by 17%.