Guesty

The Objective

Optimizing towards a deeper funnel event

Guesty is a B2B hospitality operations platform that helps hospitality businesses optimize and streamline. It is used by property managers to manage short-term rentals and vacation rentals listed on multiple platforms.

The company has been working with TikTok for the past year, successfully reaching a high quality audience.

B2B companies typically have longer, more complex funnels. In Guesty's case, the main challenge was converting users from web to app. Thus, the goal they set for this campaign, was to improve results in optimizing towards a deeper funnel event, called "Contact" - meaning, converting a client that is verified / via verification email.

The Solution

Launching TikTok's new Smart Performance Campaign (SPC)

To effectively optimize for deeper funnel events such as "Contact," the TikTok team launched a Smart Performance Campaign.

The Smart Performance Campaign is a new end-to-end automation campaign solution that maximizes clients' delivery outcomes with less manual input required from their side. It leverages powerful AI/ML capabilities to achieve the advertiser's marketing objectives.

Clients only need to provide their marketing objective, budget over a specific time period, and necessary creative assets (video, picture, text, CTA, card).

Implementing this new feature was a game-changer for Guesty and proved to be the most efficient tool for achieving deep funnel optimization.

The Results

+207% increase in conversions with SPC

SPC proved to be an incredibly powerful tool. Since implementing SPC in the campaign, Guesty were finally able to optimize towards a deeper funnel event (contact).

They managed to increase conversions by a staggering 207%, decrease CPA by 62% and increase CTR by 12%.