Now ROI Can Fly!
Singapore is a big air travel market. There are 8+ million air travel related searches monthly in Google. There are more than 30 companies - airlines, travel portals, booking engines - fighting for a share of voice in Search.
In this fiercely competitive space, AirAsia set a target for us to achieve an ROI ratio of minimum $30:$1 through online ticket bookings.
We implemented influence with display campaigns across portals, blogs, forums and display networks, using sophisticated targeting (placement, keyword, and interest) and optimised budget allocations based on performance against ad units, categories, networks, etc.
In Search, we created unique, small clustered campaigns with multiple ad-groups & latest innovative ad copies like site links and enhanced site links. We were also the first in Singapore to launch a script-based Countdown Ticker ad.
These were closely monitored and optimised using bid management technologies to drive lower cost per click and focus more on high purchase intent and high ROI-driving search terms.
“A great job in managing our performance-driven paid search campaigns. Thanks for all the efforts & keep up the good work”Amanda Woo, Marketing Manager
We smashed the target ROI, delivering over 52X ROI for each dollar of investment, a 406% bookings increase over the previous year.
Our search partnership with AirAsia also WON the Best Use of Search award at the Singapore Media Awards 2013!