Priorit

Segment Geography Ages Income

y
Europe - Top 30
Professional Middle to
25% Urban Agglomerations 30 50
s High
(1M+)

Europe - Urban & Middle to

25% Families 30 50
Semi-Urban (200k+) High

Middle to
20% Couples Europe 25 40
High

Europe - Urban & Middle to

10% Pensioners 60 ++
Semi-Urban (200k+) High

Middle to
5% Hobbyists Europe 30 ++
High

Empty Middle to
5% Europe 45 ++
Nesters High

* excluding Russia and Turkey

Other Parameters Platform Choices

Industries: IT, Finance, Law, Medicine,

Travel Blogs & Magazines, SEM, OTA
Advertising, Media

Travel Blogs & Magazines, OTA,

One or more children (ages 4 to 18)
Instagram

No children. Looking for "quiet getaway",

"romantic destination", "peaceful Content Creators, Instagram, OTA
countryside", etc

Fitness. Looking for "quiet getaway",

Travel Blogs & Magazines, Facebook,
"romantic destination", "peaceful
OTA
countryside", etc

Hiking, Bird Watching, Fishing,

Hobby Blogs & Magazines, Content
Photography & Art (Nature and
Creators, Instagram,
Landscape), History

Travel Blogs & Magazines, OTA,

No children or all children above 18
Facebook
Budget Bookings Awareness

£3,150.00 105 800,000

£3,150.00 105 800,000

£2,520.00 84 640,000

£1,260.00 42 320,000

£630.00 21 160,000

£630.00 21 160,000

£12,600.00 420 3,200,000

 Primary KPI Secondary KPITertiary KPI Leading Indicator
Search Ads Conversions Sessions Impressions Quality Score
Magazines & Blogs Conversions Clicks Page Views
Facebook Reach Sessions Session Duration
Instagram Conversions Sessions Reach
YouTube Views Watch Time Clicks
Influencers Conversions Sessions Page Views / Rea Account Reach
Online Travel AggregatConversions Sessions Impressions
Display Impressions CTR Session Duration

CPM / CPV Impressions / Watch Time CTR CPC

ding Indicator

ount Reach

Clicks Bounce Rate Sessions Session DuratiConversion RaConversions

Rooms Available 40
Days in Campaign 90
Room Nights Available 3,600
Room Nights Target 2,520 70.00% Occupancy Target Room Rate
Expected Room Nights 1,260 35.00% Occupancy Last Year
Additional Bookings Requi 420 3 Average Booking DurationATV
Conversion Rate Expecte 2.50% Incr Revenu
Sessions Target 16,800 RoAS
Ad Spend
Awareness 3,200,000 0.75% CTR
Interest (Clicks) 24,000 30% Bounce
Desire (Returning Visitors) 8,400 50% Website Retention
Action 420
Impressions Target 3,200,000
Sessions Target 16,800

Targets or Reach or
Watch
Goal Audience Platform CPM or CPV Video Views
Time
Bookings All All or Page
Professionals Referral 23,865
Display £3.33 108,225
SEM 281,294
OTA 11,020
424,405
Total 800,000
Families Referral
Display £3.33 360,750
Instagram
OTA
360,750
Total 800,000
Couples Content Creators
Display
Instagram
OTA

Total
Pensioners Referral
Display
 OTA
Facebook
Total
Bookings Total Total

Costing

Goal Audience Platform CPM Impressions CTR

Bookings All All

Professionals Referral NA
Display
Instagram
Facebook
OTA
Total
Families Referral NA
Display
Instagram
Facebook
OTA
Total
Couples Referral NA
Display
Instagram
Facebook
OTA
Total
Pensioners Referral NA
Display
OTA
Facebook
Total
Bookings Total Total
 Bookings
Goals
£50.00

£150.00
###
5
###
Awareness
Goals

Conversio
Bounce Session Conversio
CTR CPC Clicks Sessions ns or
Rate Duration n Rate
Bookings
4.38% 1,045 30% 732 4.10% 30
0.45% 487 30% 341 0.88% 3
0.75% £1.09 2,110 30% 1,477 4.74% 70
0.87% £3.66 96 30% 67 2.98% 2
105
105
4.38% 30% 4.10% 60
0.45% 1,623 30% 1,136 0.88% 10
0.32% £1.22 30% 1.08% 20
0.87% £3.66 30% 2.98% 5
95
105
 £0.68 2.91%

Bounce Cost Per

CPC Clicks Sessions Ad Spend Conv Rate Bookings
Rate Booking
Affiliate CPT or
Commissio Ad Spend Acquistion
n Cost
8% £360.00 £12.00 Referral
£360.39 £120.13 Display
£2,299.58 £32.85 SEM
£350.91 0 OTA
£3,370.88
£3,150.00
8% £720.00 £12.00 Referral
£1,201.30 £120.13 Display
£0.00 Instagram
£0.00 OTA
£1,921.30
£3,150.00
Bounce Rate = Bounces/Clicks

Clicks = Sessions + Bounces

Bounce Rate = Clicks - Sessions

Clicks

= Clicks -
Clicks Clicks

= 1- Sessions
Clicks

Clicks = Sessions
1 - Bounce Rate
The Winnock Measurement Plan

Audience Gafia Adv Seekers

Objectives Awareness Bookings Awareness Bookings

KPIs KPI 1a KPI 1b KPI 2a KPI 2b KPI 1a KPI 1b KPI 2a

Measurabl Metric/ Metric/

Metric/ segment Metric/ segment
e metrics segment segment
 Pensioners

Bookings Awareness Bookings

KPI 2b KPI 1a KPI 1b KPI 2a KPI 2b

Metric/ segment Metric/ segment