We used Display and Facebook as additional channels driving traffic to Click publication and build Click awareness among existing Partners. The success metrics were traffic and engagement, and essentially showing that we can drive scale through the new channels.
We used this campaign to run a first A/B experiment on copy to validate the hypothesis that actual content performs better than generic. We aimed to have two different creatives, running in parallel, with a 50-50% audience split, one creative showing a generic ad linking to the Click homepage, the other creative showcasing a specific most popular story on Click from the past months pointing to the actual article page: https://click.booking.com/opinion/2018/07/02/evolution-of-online-payments/.
The Click homepage ad performed significantly better in the first three days the campaign was live, for which we used the remaining Google Ads purchased capacity on those only: