Gap identified:
Price-oriented consumers (Mainly female, 25-35) search Google for terms such as "the most affordable all-inclusive resorts." Then, these consumers interact with websites like oyster.com and jetsetter.com, containing relevant articles displaying different holiday ideas such as cruise holidays. For example, the article by Jetsetter recommends Norwegian cruise ships and Princess but not Disney cruises. These consumers then visit the Norwegian cruise website and view different cruise details before converting.
Our recommendations:
Our platform raised three recommendations for cruise providers to increase both brand awareness and user acquisition for these consumer segments:
1. Sponsored Content & Affiliate Partnership: Partner with (or improve existing partnership with) oyster.com and jetsetter.com to include affiliate links within the best-performing articles to attract high intent consumers to your website before interacting with competitors.
2. Behavioral Targeting via Google Audience - Creating a custom audience of price-oriented consumers looking for a cruise, using the unique keywords and domains we identified from their online activity to disrupt competitors and increase brand awareness and user acquisition.
3. Display Ads: Target these consumers by using display ads on oyster.com and jetsetter.com to increase brand awareness and disrupt them before converting with competitors.
Increase your bid multipliers on the times these consumers tend to be most active on these websites.