When it comes to search, creativity plays a huge role. Through ad-machina we tailor the creativity to the user’s search

-Eugenio Pino de Juana, Global Marketing and Sales Director, RIU Hotels and Resorts

The Challenge

RIU Hotels & Resorts is a global company with more than 100 high-end and luxury properties. Their search channel was already very efficient and optimized, but it was mainly focused on the bottom of the funnel and had a low impact in engaging with new consumers.

Therefore, they sought to improve the performance of no-brand keywords and to differentiate themselves from the competition in the Google results page.

The Approach

Considering how important personalization is to hotel customers, RIU wanted to incorporate it into their search ads as well.
Google ads ad customizers were the perfect functionality to deliver personalized ads, tailored to the user’s search.

Partnering with Making Science

To scale this approach to more than 10 countries in different languages, Making Science proposed to implement ad-machina, a campaign automation technology that allows to generate tailored ad customizers for each keyword.

Before applying the technology to all the accounts, Making Science wanted to measure the effectiveness of personalization and its impact on the business KPIs. With this aim, they set up a test for the US market, where half of the ads were served with personalization and the other half with standard ads.

The Results

After just one month from the implementation in the US market, the results were already impressive: almost doubling the volume of bookings and at the same time reducing the cost per booking by 25%.

This improvement was led by better CTR and CR, indicating that personalized ads are more effective and more relevant to the users.