Our target audience was UK consumers searching for US hotel accommodation. The strategy was therefore to increase the visibility of our ads at times of favourable GBP to USD exchange rate and improve cost efficiency at times that the UK traveller was at a disadvantage. We aimed to use our set budget in the most efficient way, by maximising revenue at a high ROI and a low cost per booking.
We started by setting up a feed that refreshed daily and imported that day’s GBP to USD exchange rate. This works by automatically pulling in the exchange rate (daily) to a spreadsheet from Yahoo Finance. We also thought about how we wanted our bid strategy to work.