CASE STUDY
MGM Mirage
24%
Above CPA Goal
119%
Increased Room Occupancy
4:1
ROAS
Objective
MGM Mirage, a premier hotel brand in Las Vegas, partnered with AUDIENCEX to boost site traffic and increase bookings during the slower fall months. The goal was to fill room occupancy while achieving a cost-effective CPA, ensuring maximum ROI for the campaign.
Strategy
AUDIENCEX developed a data-driven acquisition campaign designed to retarget highly engaged audiences and convert site visitors into bookings. Key components of the strategy included:
- Retargeting Campaigns: Focused on re-engaging users who visited the MGM Mirage website but had not completed a booking.
- Proprietary In-Market Segmentation Tool: Utilized this tool to dynamically expire display ads 48 hours after a prospect’s visit to the MGM site, ensuring the campaign targeted only the most engaged, in-market audiences.
By narrowing the focus to high-intent users, the campaign optimized ad spend while driving greater conversions.
Tactics
- Dynamic Ad Expiry: Integrated a 48-hour ad expiration mechanism to maintain relevance and urgency, focusing only on high-propensity-to-book users.
- Retargeting Segments: Created tailored retargeting audiences based on user behavior, ensuring messaging was personalized and aligned with their interests.
- Cross-Device Optimization: Delivered display ads across desktop, mobile, and tablet devices, ensuring seamless engagement throughout the user journey.
- Performance Monitoring: Continuously analyzed campaign metrics to refine audience targeting and ad placements, maximizing efficiency.
- Peak Period Strategies: Deployed budget strategically around key fall travel planning dates to capture demand during high booking windows.
Results
The campaign delivered outstanding results:
- Surpassed the CPA goal by 24%, demonstrating cost-effective performance.
- Achieved a 119% increase in room occupancy attributed directly to the acquisition campaign.
- Solidified a long-term partnership with MGM Mirage, with ongoing collaboration to drive bookings throughout the year.
By combining precision targeting, innovative ad strategies, and continuous optimization, AUDIENCEX successfully helped MGM Mirage fill rooms during their slower season, reinforcing their position as a top destination in Las Vegas.