One of the reasons why Stellar Search was able to apply this approach so quickly in testing for Hotel Chocolat was the ease of setup of Audience Ads campaigns. And whilst Dynamic Remarketing gives us the best conversions, those customers might have started their journey through our prospecting activity with in-market, so in combination these three campaigns allows us to keep closely communicating with customers.” Dynamic Remarketing allows us to be really targeted with our messaging and can give customers timely reminders that are linked back to the products we know they were browsing. Remarketing we use to bring people back to the website, so they don’t go to a competitor. In-market is great as a prospecting tool if we have never had an interaction with the user. “Each campaign has a different objective but at the same time they work together to get the sale which is the ultimate goal. “We think of each of these campaigns as separate but closely interconnected,” described Nicole. Stellar Search decided to implement three different Audience Ads campaigns for Hotel Chocolat, each focused on a different audience targeting product: In-market Audiences, Remarketing, and Dynamic Remarketing.

We also wanted to expand the reach for the brand so when this new avenue came along, we were all very excited.” As Nicole outlines: “We were already doing smaller display activity with Google and Facebook Ads so knew that Hotel Chocolat had assets that we could use for Audience Ads. We always try to balance activity that drives performance with those that don’t to find that sweet spot.”Īs Stellar Search supported Hotel Chocolat in achieving a more holistic digital strategy across the customer journey, an opportunity arose to test Microsoft Audience Ads. Now however, campaigns are much more extensive, as the role of search for Hotel Chocolat has expanded beyond high converting keywords: “We know those keywords are not going to drive efficiency, but it will add additional value of putting our ads in front of people that otherwise might not think of the brand. Previously, keywords were managed with rigid control that would focus solely on revenue generation. One such example that Stellar Search implemented for Hotel Chocolat was dramatically expanding its keyword selection. We saw the potential to widen the scope for Hotel Chocolat, and we are doing things now we would never have touched previously.” “As a performance-driven agency, our goal is always to achieve the client’s objective in the most sustainable and efficient way possible. “Paid search has traditionally held a narrow use for Hotel Chocolat as a pure acquisition channel but all that has changed now,” explained Nicole Inacio, Head of Paid Media Operations at Stellar Search. Microsoft PromoteIQ Microsoft PromoteIQ.

Hotel chocolat usa