Unlocking Better ROAS & Revenue with Expedia Travel Ads
October 2024–Jan 2025
How we optimized Expedia Travel Ads and Koddi to significantly improve ROAS, revenue, and budget utilization for a hotel portfolio.
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Cost per Click
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Revenue Increase
%
ROAS Growth
Challenges
- Inefficient Benchmarking: Properties were compared against an undefined market leader, making performance analysis unclear.
- Misaligned Market Placement: Suburban and airport hotels were advertised in high-demand urban areas, reducing conversion potential.
- Budget Depletion: High base bids led to ads running out of spend early, missing peak booking windows.
- Broad Targeting: Ads reached international markets and broad booking windows, leading to inefficient spending.
- Weak Ad Content: Default imagery and generic ad copy failed to engage travelers effectively.
Conclusion
Strategic bid adjustments, audience targeting, and personalized ad content reversed the YoY performance decline. The campaign now effectively captures high-value travelers, ensuring sustainable revenue growth.
Optimized Bidding Focus
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Lowered base bids to extend ad spend throughout the day.
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Focused on placements that maximized exposure during peak booking hours.
Leveraged Bid Enhancers to Target Focus Customers
- Increased bids for high-value travelers (multi-night stays, last-minute bookers).
- Optimized last-minute booking strategies to avoid unsold inventory.
Targeted Visuals and Copy
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Custom images showcasing seasonal demand (fireplaces, family-friendly spaces).
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Updated ad copy to highlight location benefits and amenities.
Aligned Bidding Strategy to STR Report Strategies
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Adjusted ad spend to avoid overbidding on high-demand dates.
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Redirected funds toward lower occupancy periods to maximize revenue impact.