Musafir Drives Leads on Facebook with Sojern and Adphorus
According to eMarketer, Facebook will take $1 of every $10 spent on total advertising (yes, digital and nondigital) in 2018. The real concern for advertisers becomes ensuring that their Facebook spend drives the right results. We know that a test and learn approach is the answer and have been committed to customizing it for the travel vertical. By joining forces with Sojern at the end of last year, we are now able to drive performance for any travel brand across the globe on a self-service or managed service basis.
Industry-leading Musafir taps into the power of Facebook
We have been working with MENA’s leading OTA, Musafir, on a managed service basis for the past several months. Musafir’s team was well aware of the importance of having a Facebook presence, and they were particularly interested in driving more qualified leads for their holiday packages on Facebook and Instagram. The 8.7 million Facebook users coupled with the penetration of mobile in the UAE meant Musafir could tap into Facebook to provide seamless messaging to in-market travelers across devices and increase conversions. Musafir starts its offline booking process with Facebook lead ads that gather basic information about holiday plans from users. Their call center team, in turn, contacts these travelers and customizes the package based on the traveler’s preferences, nurturing them to an offline conversion.
Musafir looks to more effectively manage Facebook spend
While the team had some success with Facebook, it proved more challenging than anticipated. “Our biggest problems were optimizing the Cost Per Lead (CPL) while also increasing the volume of leads we got on a daily basis,” says Musafir’s Head of Online Business and eCommerce, Atish Thapa, “Managing our Facebook efforts has proven very time consuming for our team.” To help manage this, we began running Facebook campaigns on Musafir’s behalf, with the goal of driving more qualified leads at their target CPL.
Musafir adopts a customized test and learn approach
We started by evaluating the performance of their existing campaign setup. Upon pinpointing campaign delivery issues, the following measures were taken to optimize their campaigns.
- Audience Segmentation: Existing audiences were refined to avoid overlap and new target audiences with larger potential reach were created. They also analyzed the original targeting in order to exclude audiences with high spend but low conversion.
- Bidding Optimization: Marvin was activated on Musafir’s lead generation campaigns to achieve maximum conversions while hitting Musafir’s cost target.
Musafir targets the right users with relevant ads
Once Marvin started managing and optimizing the campaigns, Musafir observed a fundamental improvement in delivery. Since October, Musafir has acquired more high quality leads while maintaining their target CPL. By the end of the second month alone, conversion rates jumped by 50%. The improvement in the performance of Musafir’s campaigns signified that Musafir was targeting the right users with relevant ads.
Targeting the right users with relevant ads is ultimately the key to making Facebook work for your brand and optimizing your Facebook ad spend. Download the story for more detail on how we achieved success with Musafir.
