HomeAway is a website that allows property owners to list their properties for rent, try to go beyond last-click assessment, and comprehend the effect of the display. In a test in conjunction with Google and HomeAway, they discovered that its actual CPA is not even half of the value that is reported by last-click attributing.
Goals
Know the direct and indirect effects on the HomeAway’s Google Display Network spend
Create new owner registrations and generate an inventory of value for HomeAway.com
Examine the effects of incremental changes from digital media on the bottom line at HomeAway.
Approach
We developed a strategy for the media to increase registrations of owners by using advertisements in the Google Display Network. Google Display Network
The media plan was tested using the Google account team by using an experiment in marketing that is statistically reliable to discover the true (causal) costs per acquisition (CPiA)
Examined the results and monitored them in the course of the test and afterward.
Apply the recently assessed CPiAs to determine the future budgeting and bidding strategies
Results
More precise CPA was found through the results of a four-week study covering 50% of the U.S. market
HomeAway found that its actual CPA is not even half of what is that is attributed to last-click
CPiA was confirmed using a 95 percent confidence interval
HomeAway offers a platform that lets homeowners and property owners list their homes available for rental by tourists. To expand its inventory of rental homes, HomeAway collaborated with Google to come up with a solid display media strategy to encourage homeowners to sign up for homeowner registrations on HomeAway.com.
HomeAway wanted to know the actual impact of the increased spending on display. The company believed that ads on display have a significant influence at the beginning of the customer decision process. But the majority of digital media is evaluated using a last-click model of attribution, which attributes all the value of any conversion to the very last click, which causes mid and upper funnel media, as a variety of display* as well as other types of display, not to receive the proper value.
HomeAway collaborated in conjunction with Google to run a controlled and random marketing test to go beyond last-click attribution and comprehend the true effect of the display. Utilizing this method to precisely evaluate all touchpoints, it observed that display advertising is far more effective than the last-click measurement suggests.
Implementation
HomeAway along with The Google account team started by looking at the previous spending and conversion patterns. Google’s unique geo-based strategy allowed them to create a feasible test concept, including the length of the test, testing fraction, and budget. These variables allowed for a clear assessment of the potential for marketing and concrete results from the study.
