Thanks to the continued advances in mobile technology, we are provided with all the tools we need to perform daily tasks directly on our mobile devices. Apps give us the freedom to search, chat, play, learn, plan and book from anywhere so it only makes sense that travel apps are becoming increasingly popular. According to eMarketer, 40% of digital travel sales in 2017 came from mobile devices. By 2021, mobile will represent nearly half of all digital travel sales. Travel apps provide users with the ability to book trips, and they are also popular for research purposes as well. With this being said, we have outlined below the benefits of running app retargeting for travel apps and our tips to help drive conversions.
The Benefit AI Brings
Generally speaking, people tend to have a holiday pattern. They may repeatedly go on a vacation every 6 months, and take a short weekend trip every 6 weeks or so, for example. Running an app retargeting campaign with the Simplaex AI and its machine learning capabilities, helps you capture the right audience of travel goers. The AI can analyze data in real time to determine which users should be retargeted and within the right timeframe of when they are looking to book another trip. This helps create a much more cost-efficient marketing campaign for the advertiser.
Be Persuasive with Your Message
In today’s competitive marketplace, it’s becoming harder than ever before to stand out in the crowd. Our tip is to make sure the message that you want to portray is relevant to your selected audience and too good to pass by. Your creatives should be designed strategically to entice the user to read the full ad and most importantly to understand what’s on offer, without too much effort required. Adding a creative touch to your campaign will help inspire users to see a vision of what ‘could be’ on their next holiday. Who doesn’t love the thought of sitting on a white sandy beach with their favorite cocktail in hand? Good creatives help paint the picture and tempting deals help seal the deal.
Have a Clear and Tempting CTA
There is really no point in running app retargeting without a clear and tempting call-to-action (CTA) button. Strategically speaking, inactive users are more likely to respond to a promotion or limited deal offered to them under the impression they are going to save money. For example, “Reduced fares to the USA, today only!” Incorporating this strategy in your app retargeting campaign will encourage immediate user interaction and increase the probability of purchases rather than just comparable search related in-app activity.
It’s a Done Deal
With the use of deep links, you have the capability to redirect users to a particular stage of the booking process in your app. For example, if the ad they clicked on is for free flight upgrades, accommodation add-ons or activity packages, you can deep link them directly to the corresponding page. The below graphic illustrates the process a travel app user takes from seeing the retargeted ad to making the booking.