Scaling lead generation through social advertising
Travelzoo is a global media e-commerce company. With 25 offices and more than 28 million members in Asia Pacific, Europe and North America, Travelzoo publishes outstanding, value-driven offers from over 2,000 travel, entertainment and local companies.
Travelzoo wanted to improve lead generation performance and social media campaign optimization.
Travelzoo's aim was to maximize lead generation at the best cost per lead, doing so through a double opt-in inside a weekly promotion of the best 5 offers among the top 20 on the web.
To scale lead generation for Travelzoo, Adglow implemented a social media strategy using automatic placement optimization, giving the platform the possibility to automatically choose the best placement for each user at the right moment.
The creative assets were resized for each placement, keeping a “lowest cost” bid offer to maximize results. Instagram Stories achieved an especially impressive outcome, improving the volume of leads as well as cost efficiency.
Usually, an increase in budget/volume is linked to an increase in costs. With this campaign we managed to achieve the opposite; despite the high increase of leads (+82%), the cost per lead decreased (-2.3%).
Adglow is a valued partner for Travelzoo, leveraging the paid social media activity to generate leads at scale and help us to grow.
Stephan Keschelis - General Manager, Spain Travelzoo
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