CASE STUDY

Remarketing Focused on User Intent and Recency

AT GONZALEZ Y GONZALEZ

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Photo: Studio Ease/Unsplash

ABOUT GONZALEZ Y GONZALEZ

Gonzalez y Gonzalez is a Mexican restaurant and Live Salsa Saloon with a passion for fresh, authentic Latin cuisine. It’s a Greenwich Village staple for live Latin music, free Salsa dance lessons, and authentic Mexican cuisine that has been serving up good times since 1989.

GOAL

• Increase interest and bookings of private parties

APPROACH

• Recommended a remarketing campaign to target visitors who are closer to conversion, which includes those who browsed through pages related to private parties, packages, pricing, and contact form.

• Deployed remarketing campaigns, with a higher bid and budget allocation, targeting this segment

• Segmented visitors into three time segment buckets (visited 7, 30, 90 days ago) and ran three different ad groups with matching messaging. The goal was to allocate more budget on warmer visitors who have visited the website most recently and spend less on the rest.

RESULTS

• Increased private party inquiries by 75%
• Doubled booking of private parties