Travel
The Challenge
Our client wanted us to drive brand awareness, as well as customer acquisitions for an up and coming airline brand. The aim was to target both leisure and business travellers in the UK, as well as for several other European countries. It was also important for them that we help drive sales for the most high value journeys.
Our Solution
GDM Digital ensured spend was both effective and efficient by using very specific geo targeting for the entire campaign; only showing ads to users in the areas surrounding airports where the airline had a presence.
The campaign targeted leisure and business travellers separately by contextual targeting. To target the former we ran the campaign on travel specific sites and blogs, also running on entertainment and current affairs channels. To make sure we were hitting business users effectively we ran on a selection of business and finance channels within working hours, and not at weekends.
We also targeted pushing sales of the high value journeys by language and domain targeting. For example to target the London – Amsterdam journey we set up a line targeting London users browsing in Dutch, or visiting .nl sites; aiming to target the expat Dutch population living in the relevant catchment area.
The Results
Constant optimisation of the campaign throughout its lifetime meant that the CPA fell to a level which surpassed the advertiser’s target. We were able to feed back to the client those particular sites, channels and geographies which performed particularly strongly, helping to inform their market strategy for the future.
